Sample: Business Description

The Canadian Pet Industry

The Canadian pet industry has grown from a value of about $3.5 billion in 2001 to $4.5 billion in 2007. Statistics Canada reports that pet owners spent an average of $770 on pet-related expenses in 2006, compared to $377 in 2005.

These figures reflect the increasing humanization of pets, a trend that is showing no signs of waning. More and more people consider their pets to be people, too, and treat them accordingly. Karen McCullough, director of marketing for Winnipeg-based Petland Canada, which operates both company-owned and franchise stores across the country, says, "People are looking for more these days - absolutely. We see a lot now in higher-end products, people are demanding more for their pets, from treats to grooming supplies to brand-name toys and even clothing."

And, because people want the best for their pets, there is also an increasing demand for pet-care services. Across Canada the pet care business has seen an explosion of growth over the last three years.

Our Position in the Industry

West Vancouver is an affluent area with a high pet density, an ideal market for a pet-sitting business such as Pet Grandma. People in this area not only have pets, but can afford to spend money on them and are willing to do so.

Our market research has shown that 9 out of 10 pet owners polled in West Vancouver would prefer to have their pets cared for in their own homes when they travel rather than be kenneled and 6 out of 10 would consider having a pet sitter provide company for their dog when they were at work.

The Competition

While there are currently eight businesses offering pet sitting in West Vancouver, only three of these offer on-site pet care and none offers Pet Visit services for working pet owners.

Currently there is no one company dominating the market. This may be because all of the pet-sitting businesses are relatively new; the oldest, Paula's Pet Sitting, has been in business five years. However, half of the existing pet-sitting businesses control the majority of the market; Paula's Pet Sitting, Doggie Care Services Inc., Pet Petters and Pet Sitters on Demand together control 65 percent of the market.

What Makes Pet Grandma Unique

Pet Grandma's marketing strategy is to emphasize the quality of pet care we provide As our slogan, "A Grandma for your pet!" says, we treat people's pets as family members and strive to give people’s pets the same loving individual care that they would give. We will be emphasizing the quality and personalized service we provide in our marketing.

We will also offer some services that are currently unique, such as our Pet Visit services, where one of our trained staff will go to a person's home while they're at work and feed, exercise and play with their pet, allowing dog owners who work to come home to happy, friendly companions rather than demanding, whiny animals.