Entrepreneur Team:

Vrund Shah (16103302)

Param Patel (16103310)
Meet Naik (16103313)
Jainil Patel (16103334)
Abhay Wadhwa (16103337)

Submitted for investment:

Adil Khan Entrepreneurship
 Table of Content
Chapter-1 Executive Summary..................................................................................................4
Chart: Highlights.................................................................................................................4
1.1 Objectives.........................................................................................................................4
1.2 Mission.............................................................................................................................4
1.3 Keys to Success................................................................................................................4
Chapter-2 Company summary...................................................................................................5
2.1 Start-up Summary.............................................................................................................5
Table: Start-up....................................................................................................................6
Chapter-3 Services.....................................................................................................................7
Chaper-4 Market Analysis Summary.........................................................................................8
4.1 Target Market Segment Strategy......................................................................................8
4.2 Service Business Analysis................................................................................................8
4.3 Market Segmentation........................................................................................................8
Chart: Market Analysis.......................................................................................................8
Table: Market Analysis.......................................................................................................9
4.4 Competition and Buying Patterns.....................................................................................9
Pet Home to Home pet Boarding & Training Center...................................................................9
Urban Pet Care............................................................................................................................9
Pet Backer...................................................................................................................................9
Pawpular.....................................................................................................................................9
Petsfolio......................................................................................................................................9
Chapter-5 Strategy and Implementation Summary..................................................................10
5.1 Competitive Edge...........................................................................................................10
5.2 Sales Forecast.................................................................................................................10
Chart: Sales Monthly........................................................................................................10
Table: Sales Forecast........................................................................................................11
Chapter-6 Management Summary...........................................................................................11
Chapter-7 Financial Plan..........................................................................................................12
7.1 Important Assumptions..................................................................................................12
Table: General Assumptions.............................................................................................12
7.2 Break-even Analysis.......................................................................................................12
Chart: Break-even Analysis..............................................................................................12
Table: Break-even Analysis..............................................................................................13
7.3 Projected Profit and Loss................................................................................................13

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 Table: Profit and Loss.......................................................................................................13
7.4 Projected Cash Flow.......................................................................................................13
Chart: Cash.......................................................................................................................14
7.5 Projected Balance Sheet.................................................................................................14
Table: Balance Sheet........................................................................................................14
Chapter-8 SWOT Analysis......................................................................................................15
Chapter-9 Organizational Plan.................................................................................................16
Chapter-10 GROWTH STRATEGY.......................................................................................17
Chapter-11 Reference...............................................................................................................18
Appendix..................................................................................................................................19

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 Chapter-1 Executive Summary

Happy Pets provides training and caring facility for the pets which are kept at Happy Pets
by our customer who are usually having busy schedule. It also provides food and other
facilities at their door steps. Also, we have collaboration with certain veterinarian who
can help you if you want any medical help for your pets. So, basically it takes care of all
services which your pets need.

Chart: Highlights

Highlights

₹ 2,500,000.00

₹ 2,000,000.00

₹ 1,500,000.00

₹ 1,000,000.00

₹ 500,000.00

₹ 0.00
Year 1 Year 2 Year 3

Sales Gross Net Profit

1.1 Objectives
1. To launch the business and linearly increasing customer at 20% rate.
2. To reach breakeven point in the second year, and gain marginal profit by third year.
3. To increase sales by 15% per year in the second and third year while also becoming
profitable.

1.2 Mission
To provide excellent animal care in a pet friendly atmosphere while ensuring our
customers, both pet and owner, receive excellent service in a playful safe environment.

1.3 Keys to Success

The keys to success in our business are:

1. Superior Customer Service: 24-hour high-quality care and service.

2. Environment: provide a clean, upscale, odour free, enjoyable environment conducive
to giving professional trusting service.
3. Convenience: offering clients a wide range of services in one environment.
4. Location: provide an easily accessible location for customer convenience.

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 Chapter-2 Company summary

The company will provide high-level animal care and various animal products. When a
customer is going out for work purpose or for leisure, they can drop off their pets at Happy
Pets and their pets will be well taken care off by our pet trainers. The animal is played with,
exercised, and treated as our own at Happy Pets.
DOG WALKER- Many pet owners miss the daily walks with their dogs due to their busy
schedule. Such customers are well established and ready to give out up to 5000 rupees a
month to their dog walkers as it keeps their dogs healthy and helps them get out of their guilt
of not taking the dog for the walk.
The services will include:
Day Care
Overnight care
Animal products and home delivery of the same
Veterinarians on call and at home

2.1 Start-up Summary

The main expenses for the company would be the cost of making a mobile application
supported both in Android and IOS mobile devices. The rent of the dog home and initial
salaries for the workers would also be included in the main expenses. There would also be
many advertising expenses in the beginning that will promote the service and the company.
The company will incur the following start-up costs:
Ten large dog cages.
Ten dog beds
Ten water/food bowls and assorted dog toys.
Ten dog leashes.
Pooper scooper for poop patrol.

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Table: Start-up
Start-up

Requirements

Start-up Expenses
Legal and Accounting (in Rs.) 50,000
App development (in Rs.) 1,00,000
Office Supplies (stationery, etc.) (in Rs.) 10,000
Collateral Materials (brochures, cards, etc.) (in Rs.) 25,000
Consultants/Permits (in Rs.) 25,000
Insurance (in Rs.) 50,000
Rent/Lease (in Rs.) 10000
Space design/contractor (in Rs.) 10000
Sales and Marketing (advertising, direct mail, etc.) (in Rs.) 2,00,000
Expensed equipment (in Rs.) 0
Other (in Rs.) 1,20,000
Total Start-up Expenses (in Rs.) 6,00,000

Start-up Assets
Cash Required (in Rs.) 20,000
Start-up Inventory (in Rs.) 2,00,000
Other Current Assets (in Rs.) 1,80,000
Total Assets (in Rs.) 4,00,000

Total Requirements (in Rs.) 10,00,000

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 Chapter-3 Services

Happy Pets offers pets owners a place where they can leave their pets while at work or
they are on a business trip, and away for weekend trips or on vacation. We also provide
dog walking service at their door step. It also offers feeding, training, exercising and
regular health check-up for your pets as well as washing and grooming. We will start this
in Vadodara first and as business grows, we can expand further in metro cities and then to
other cities. We have to maintain proper tie-up with trainers and veterinarian as they are
major part in our business. Customers pay by the day, by the hour, or by the month.
Customer can also buy food products and other accessories for the pet from our website at
discounted price than they get from shops. We are assuming to reach break even by the
end of 2nd year.

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 Chaper-4 Market Analysis Summary

The market for Happy Pets is all of the pet owners in the Vadodara city and on the
outskirts of the city. We believe that this is going to be 25% of the population and we are
expecting almost 40-60% of the market share. We target to expand our business slowly in
the cities near to Vadodara and then target to metro cities.

4.1 Target Market Segment Strategy

We have chosen our target market because they own pets and have the ability to afford a
service such as Happy pets. We are aware that our service is an extra in life, not a
necessity. We anticipate and expect to cater to the pets owning citizens within Vadodara
city. As with training and clinic services we are also providing products for pets.

4.2 Service Business Analysis

Our familiarity with this business indicates that the service we are offering is currently
not available in Vadodara. According to us marketing will be much more important to us
than worrying about competitors as there is no one with idea like this at least in Vadodara
so our marketing strategy will decide growth of our business.

4.3 Market Segmentation

Our target market consists of pet owners that have busy schedule and can’t take care of
their pets while they are not at home. Most will be from double income homes with high
profile jobs that require an extensive amount of time away from the home. Our target
market consists of men and women primarily between the ages of 25 and 70. They live in
Vadodara city or on outskirts of the city. Our market segment customers will lead a
lifestyle in which their pets play a large part, and these pets are often seen as
"children" by their owners. 

Chart: Market Analysis

Market Analysis

Pet Owners Others

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Table: Market Analysis
Market Analysis
Year 1 Year 2 Year 3 Year 4 Year 5
Potential Customers Growth CAGR
Pet Owners 15% 10,000 11,500 13,225 15,209 17,410 15.00%
Other 0% 0 0 0 0 0 0.00%
Total 15.00% 10,000 11,500 13,225 15,209 17,410 15.00%

4.4 Competition and Buying Patterns

Our real problem will be people who own pets but not take good care of them and leave
pets alone at home unattended but still we will be having sufficient market despite of
people like this. Expect from this if we expand in the other metro cities where our
competitors will be: -

Company Name Cities

Pet Home to Home pet Boarding & Noida and Uttar Pradesh
Training Center

Urban Pet Care Bengaluru and Karnataka

Pet Backer Metro Cities

Pawpular Metro Cities
Petsfolio Hyderabad, Bangalore and
Mumbai
Zeleos-The Dog House Dumas, Gujarat

Pupstop: A pet boarding centre Mumbai

Happy Pettings - Pet Boarding Service | Gurugram, Haryana

Pet Care

The Bark Club Mumbai

Maxwell International Pet Care LLP Pune

Pawtopia Kennels and Training Hyderabad, Telangana

Pune Pet Park Pune

Happy Dogs Kennel Boarding & Training Hyderabad, Telangana

school

Pet Day Care Boarding Delhi

Petspace Bengaluru, Karnataka

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 Chapter-5 Strategy and Implementation Summary

Happy pets will focus on the geographical market of upper-class suburbs surrounding the
city. Our initial site will be in Vadodara and outskirts of the city. Our target market
consists mainly of men and women ages 25-70.

5.1 Competitive Edge

Happy Pets is the first pet training, day-care, dog walking and health care facility of its
kind in the Vadodara city. Never before has there been a place in Vadodara city where a
pet owner could take their pet and can get all type of service which their pets need and
also, we supply food and other accessories in addition with service which we
provide. The owner feels no guilt in leaving the pet because it is a secure, safe and fun
environment.

5.2 Sales Forecast

Sales are based on an hourly fee for each pet in addition we also get partnership payment
from veteran and also commission on food product and other product which we sell.
There will be a Rs. 800/day charge for the "day care." This includes the care of the dogs,
and grooming services and if customer need any kind of health check-up for their pets, we
can also provide that. Forecasted sales are based on the estimated number of pets that will
be cared for daily, and an average of how many hours each pet will be housed per day.
Also, assuming the sell of food product and accessories based on customer who come for
pet day care service. There is an assumption that we will initially be offering services all
7 days of the week, 7 AM to 9 PM, with time for owners to drop off and pick up their pets
before and after work. Sales will increase as months go on, due to an increase in number
of pets per day that we are caring for. Services will expand to include more time slots and
long-term "vacation" boarding as the need and demand arises.

Chart: Sales Monthly

Sales Monthly
₹ 50,000.00
₹ 45,000.00
₹ 40,000.00
₹ 35,000.00
₹ 30,000.00
₹ 25,000.00
₹ 20,000.00
₹ 15,000.00
₹ 10,000.00
₹ 5,000.00
₹ 0.00
Month Month Month Month Month Month Month Month Month Month Month Month
1 2 3 4 5 6 7 8 9 10 11 12

Pets care service Health service Products sale

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Table: Sales Forecast
Sales Forecast
Year 1 Year 2 Year 3
Sales
Pets care hours (all inclusive) (in Rs.) 3,32,000 10,00,000 20,00,000
Health Care (in Rs.) 41,000 80,000 1,50,000
Product Sales (in Rs.) 37,500 1,00,000 2,00,000
Total Sales (in Rs.) 4,10,500 11,80,000 23,50,000

Direct Cost of Sales Year 1 Year 2 Year 3

Pets care hours (all inclusive) (in Rs.) 2,00,000 6,50,000 15,00,000
Health Care (in Rs.) 20,000 55,000 1,00,000
Product Sales (in Rs.) 15,000 40,000 1,00,000
Subtotal Direct Cost of Sales (in Rs.) 2,35,000 7,45,000 17,00,000

Chapter-6 Management Summary

The management team will consist of the five co-founders, Vrund Shah, Param Patel,
Meet Naik, Jainil Patel and Abhay Wadhwa. We do not anticipate taking on other
managers until locations are opened in other metro cities. As we grow, we expect to need
outside guidance in the areas of accounting and financial advising. 

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 Chapter-7 Financial Plan

We want to finance the start-up of our company mainly through personal investment and
a short-term business loan.  We think this is a good risk/return situation and we will
provide the necessary personal guarantees to secure the business loan. We will finance
growth through the collection of the fees for our services. We understand that without
these payments we will not be able to be a profitable business.

7.1 Important Assumptions

Our important financial assumptions are shown below.

Table: General Assumptions

General Assumptions
Year 1 Year 2 Year 3
Plan Month 1 2 3
Current Interest Rate 10.00% 10.00% 10.00%
Long-term Interest Rate 10.00% 10.00% 10.00%
Tax Rate 25.42% 25.00% 25.42%
Other 0 0 0

7.2 Break-even Analysis

According to our break-even projections, we need more than Rs. 20,000-25,000 in
monthly sales to break even. We think this is a manageable sales amount. Furthermore, a
significant portion of our fixed cost is our own salaries, so that reduces risk as well.

Chart: Break-even Analysis

Break Even Analysis

Profit

Sales

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Table: Break-even Analysis
Break-even Analysis

Monthly Revenue Break-even Rs. 10,00,000

Assumptions:
Average Percent Variable Cost 12%
Estimated Monthly Fixed Cost Rs. 8,70,000

7.3 Projected Profit and Loss

The projections show how we intend to almost break even in the second year (a loss of
less than Rs. 9,00,000), make a small profit in the end of second year and show approx.
profit Rs. 13,00,000 on sales in the third year. We are confident that even though we have
a loss in the first months after opening, we will be profitable in the future as years go on
and business increases.

Table: Profit and Loss

Pro Forma Profit and Loss
Year 1 Year 2 Year 3
Sales (in Rs.) 4,10,500 11,80,000 23,50,000
Direct Cost of Sales (in Rs.) 2,35,000 7,45,000 17,00,000
Other (in Rs.) 0 0 0
Total Cost of Sales (in Rs.) 2,35,000 7,45,000 17,00,000

Gross Margin (in Rs.) 2,35,000 7,45,000 17,00,000

Gross Margin % 87.62% 87.64% 87.69%

Expenses
Payroll (in Rs.) 4,00,000 6,00,000 8,00,000
Sales and Marketing and Other Expenses (in Rs.) 2,00,000 1,60,000 1,00,000
Depreciation (in Rs.) 0 0 0
Leased Equipment (in Rs.) 0 0 0
Utilities (in Rs.) 50,000 55,000 70,000
Insurance (in Rs.) 60,000 60,000 60,000
Payroll Taxes (in Rs.) 90,000 1,10,000 1,50,000
Other (In Rs.) 0 0 0

Total Operating Expenses (in Rs.) 6,00,000 9,85,000 11,80,000

Profit Before Interest and Taxes (in Rs.) 1,00,000 1,50,000 2,00,000
EBITDA (in Rs.) 20,000 40,000 1,27,000
Interest Expense (in Rs.) 30,000 20,000 10,000
Taxes Incurred (in Rs.) 0 18,000 1,00,000

Net Profit (in Rs.) -5,00,000 1,00,000 13,50,000

Net Profit/Sales -0.25% 0.89% 9.21%

7.4 Projected Cash Flow

For Happy Pets to be successful we need a steady growth in clientele. Without customers
bringing in their pets we have no cash flow, no profit, and no business. The cash flow

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 depends on a bridge loan in mid-year from the founders, to be repaid at the end of the
year.

Chart: Cash

₹ 450,000.00
Cash Flow Analysis
₹ 400,000.00
₹ 350,000.00
₹ 300,000.00
₹ 250,000.00 Net Cash
Flow
₹ 200,000.00
Check
₹ 150,000.00 Balance
₹ 100,000.00
₹ 50,000.00
₹ 0.00
-₹ 50,000.00 h 1 h 2 h 3 h 4 h 5 h 6 h 7 h 8 h 9 10 11 12
nt nt n t nt n t n t nt nt n t th h h
o o o o o o o o o n nt nt
M M M M M M M M M Mo Mo Mo

7.5 Projected Balance Sheet

Table: Balance Sheet
Pro Forma Balance Sheet
Year 1 Year 2 Year 3
Assets

Current Assets
Cash (in Rs.) 1,00,000 3,50,000 10,00,000
Other Current Assets (in Rs.) 0 0 0
Total Current Assets (in Rs.) 1,00,000 3,50,000 10,00,000

Long-term Assets
Long-term Assets (in Rs.) 1,00,000 1,00,000 1,00,000
Accumulated Depreciation (in Rs.) 0 0 0
Total Long-term Assets (in Rs.) 1,00,000 1,00,000 1,00,000
Total Assets (in Rs.) 2,00,000 4,50,000 11,00,000

Liabilities and Capital Year 1 Year 2 Year 3

Current Liabilities
Accounts Payable (in Rs.) 80,000 75,117 67,752
Current Borrowing (in Rs.) 10,00,000 6,32,000 0
Other Current Liabilities (in Rs.) 0 0 0
Subtotal Current Liabilities (in Rs.) 10,80,000 7,07,117 607,752

Long-term Liabilities (in Rs.) 0 0 0

Total Liabilities (in Rs.) 10,80,000 7,07,117 607,752

Paid-in Capital (in Rs.) 2,00,000 2,00,000 2,00,000

Retained Earnings (in Rs.) (1,50,000) (1,50,000) (1,50,000)
Earnings (in Rs.) (1,00,000) 2,00,000 3,50,000
Total Capital (in Rs.) (2,00,000) (1,50,000) 1,00,000
Total Liabilities and Capital (in Rs.) 2,00,000 90,000 2,00,000

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 Net Worth (in Rs.) (10,00,000) (8,00,000) 1,00,000

Chapter-8 SWOT Analysis

Opportunities: -
- Untapped market in
Strength: -
many cities.
- Easily maintain due - Can easily expand due to
to online service. less setup cost.
- Easy payment
service.

SWOT
Threats: -
- Target only low
segment of citizen.
Weakness: - - Hard to develop in
- Maintain partnership. metro cities due to
- Can only target already available
segment who owns competitors.
pet.

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 Chapter-9 Organizational Plan

Manager: -
It handles all the work of expanding
business and keep an eye on others
work. It also handle all the major
decisions.
Website Handler: -
It handles all the online business and
take care of the customers order.

Marketing Manager: -
Finance Manager: -
It handles all the marketing purpose of
Take care of all the money business
the business like giving ads on social
and also take care of insurance and tax.
media or news paper.

Sales Manager: -
Handle availability of products along
with inventories and other facilities

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 Chapter-10 GROWTH STRATEGY

Short term plan: -

We will start with Vadodara and on the outskirts of Vadodara. As we cross our break-even,
we can expand to the near cities of Vadodara like Bharuch and Surat. That will approximately
take 2 to 3 years.
Long term plan: -
After our service is well established, we can also expand it in metro cities which will after 5
to 6 years approximately. We can also Collab with the already existing company like this in
various metro cities to increase our partnership. So, that we can provide better service facility
and for sales of product we can start selling other items along with the existing ones.

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 Chapter-11 Reference

1. Business Plan by Noah’s Arf.

2. Business Plan by doggie pause.

3. Business Plan by the creature nannie.

4. Business Plan by South-west Veterinary clinic

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Appendix

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