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 Confidentiality Agreement

The undersigned reader acknowledges that the information provided by _______________ in this
marketing plan is confidential; therefore, reader agrees not to disclose it without the express
written permission of _______________.

It is acknowledged by reader that information to be furnished in this marketing plan is in all

respects confidential in nature, other than information which is in the public domain through other
means and that any disclosure or use of same by reader, may cause serious harm or damage to
_______________.

Upon request, this document is to be immediately returned to _______________.

___________________
Signature

___________________
Name (typed or printed)

___________________
Date

This is a marketing plan. It does not imply an offering of securities.

 Table Of Contents

1.0 Executive Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .1

2.0 Situation Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .1

2.1 Market Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . .2
2.1.1 Market Demographics . . . . . . . . . . . . . . . . . . . .2
2.1.2 Market Needs . . . . . . . . . . . . . . . . . . . . . . . .3
2.1.3 Market Trends . . . . . . . . . . . . . . . . . . . . . . . .4
2.1.4 Market Growth . . . . . . . . . . . . . . . . . . . . . . . .4
2.2 SWOT Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . .5
2.2.1 Strengths . . . . . . . . . . . . . . . . . . . . . . . . . .5
2.2.2 Weaknesses . . . . . . . . . . . . . . . . . . . . . . . . .5
2.2.3 Opportunities . . . . . . . . . . . . . . . . . . . . . . . .6
2.2.4 Threats . . . . . . . . . . . . . . . . . . . . . . . . . . .6
2.3 Competition . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6
2.4 Services . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6
2.5 Keys to Success . . . . . . . . . . . . . . . . . . . . . . . . . . . .7
2.6 Critical Issues . . . . . . . . . . . . . . . . . . . . . . . . . . . . .7

3.0 Marketing Strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .7

3.1 Mission . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .8
3.2 Marketing Objectives . . . . . . . . . . . . . . . . . . . . . . . . . .8
3.3 Financial Objectives . . . . . . . . . . . . . . . . . . . . . . . . . .8
3.4 Target Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . .8
3.5 Positioning . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .8
3.6 Strategy Pyramids . . . . . . . . . . . . . . . . . . . . . . . . . . .9
3.7 Marketing Mix . . . . . . . . . . . . . . . . . . . . . . . . . . . . .9
3.8 Marketing Research . . . . . . . . . . . . . . . . . . . . . . . . . .9

4.0 Financials, Budgets, and Forecasts . . . . . . . . . . . . . . . . . . . . . . 10

4.1 Break-even Analysis . . . . . . . . . . . . . . . . . . . . . . . . . 10
4.2 Sales Forecast . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
4.3 Expense Forecast . . . . . . . . . . . . . . . . . . . . . . . . . . . 12

5.0 Controls . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
5.1 Implementation Milestones . . . . . . . . . . . . . . . . . . . . . . 13
5.2 Marketing Organization . . . . . . . . . . . . . . . . . . . . . . . . 13
5.3 Contingency Planning . . . . . . . . . . . . . . . . . . . . . . . . . 13
 Canine Critter College

1.0 Executive Summary

Canine Critter College (CCC) is a dog obedience school located in Eugene, Ore. Canine Critter
College is unique in its approach to dog obedience. Instead of training the dog, CCC works on
training the owners on how to train the dog, as well as establish clear lines of communication
between the dog and the owner. Establishing clear communication with the dog and
understanding the dog's canine physical and social behavior is the most fundamental lessons to
learn.

Canine Critter College will leverage this effective strategy to develop long-term satisfied
customers. Through their effective training philosophy and customer-centric business approach,
Canine Critter College will consistently gain market share.

Canine Critter College is forecasted to reach profitability by month nine and will earn $91,000 in
revenues for year three.

2.0 Situation Analysis

Canine Critter College is entering their second year of operation. The training classes have been
well received, and marketing is now critical to its continued success and future profitability.
Canine Critter College offers a wide range of group and private dog obedience classes. The basic
market need is to train owners on ways to communicate with and control their dogs. Canine
Critter College will serve two basic market needs. The first is a need of new dog owners who are
looking for training for their new dog. This target segment recognizes the value and efficiency of
training their pet early on. The value will be recognized over time when less time and effort is
required in communicating with the dog.

The other market need comes from people who are having difficulty controlling their dog. Both
groups, the proactive pet owners, and the reactive pet owners, will recognize the value of proper
training. Canine Critter College's customer centric service offerings will meet these market needs.

Page 1
 Canine Critter College

2.1 Market Summary

Canine Critter College possess good information about the market and knows a great deal about
the common attributes of the most prized and loyal customers. Canine Critter College will
leverage this information to better understand who is served, their specific needs, and how
Canine Critter College can better accomodate them.

Target Markets

Proactive dog parents

Reactive dog parents

Table 2.1: Target Market Forecast

Target Market Forecast

Potential Customers Growth 2001 2002 2003 2004 2005 CAGR
Proactive dog parents 9% 11,125 12,126 13,217 14,407 15,704 9.00%
Reactive dog parents 8% 10,254 11,074 11,960 12,917 13,950 8.00%
Total 8.52% 21,379 23,200 25,177 27,324 29,654 8.52%

2.1.1 Market Demographics

Geographics

• Our immediate geographic target is the city of Eugene, Ore. with a population of 130,000.
• A 20 mile geographic area is in need of Canine Critter College's services.
• The target population is estimated at 21,000.

Demographics

• Families and individuals.

• Ages 25-50: this segment makes up 53% of the Eugene market according to the Eugene
Chamber of Commerce.
• Attended college and perhaps graduate school.
• Household income over $40,000.
• Recognize the value of training for the pet.
• Owns their home valued at over $125,000.

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 Canine Critter College

Profile of the typical resident of Eugene

• 67% have lived in Eugene for more than seven years.

• 61% have completed some college.
• 27% are managers, professionals, and/or owners of a business.
• 53% are married.
• 65% have no children living at home.
• 58% own their residence.

Behavior factors

• They spend a fair amount of time with their pet.

• They view their pet as a member of the nuclear family.
• If this is their first pet, it will not be their last.

2.1.2 Market Needs

Canine Critter College is providing its customers with a high-quality service offering of dog
obedience training for both human and animal. Canine Critter College offers several different
courses. CCC seeks to fulfill the following benefits that are important to customers.

• Selection: CCC offers several different levels of training.

• Accessibility: the majority of the group classes occur in the evening, allowing working
people to attend. Private sessions are available at whatever time meets the customer's
needs.
• Customer service: the customer will be impressed with the level of attention that they
receive.

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 Canine Critter College

2.1.3 Market Trends

The trend for dog obedience is a growing market. Pet owners are becoming increasingly aware of
the value of more sophisticated communication techniques between human and canine. People
are recognizing that there is a science or methodology to training a dog that is far more efficient
and effective then trying to do it yourself.

There is also the trend of dog owners desiring increased or more sophisticated control of their
pet. This allows the owner to have the dog in a multitude of situations/environments that they
(previous to the training) did not think that they exerted enough control over the animal to
subject them to that situation.

Market Forecast

30,000

25,000

20,000

15,000
Proactive dog parents
Reactive dog parents
10,000

5,000

0
2001 2002 2003 2004 2005

2.1.4 Market Growth

In 1999, the American dog obedience market reached $25 million dollars. Dog obedience schools
are estimated to grow by 10% for the next few years. This growth can be attributed to several
factors. The first factor is an appreciation for general control over their animal. As people see
dogs and owners that have graduated from obedience school, they are increasingly envious of
the level of control that the owners have with little effort expended. Another factor is Americans
are working longer and longer hours, while their dogs are at home by themselves. The dog
owners desire a way of communicating with the dog so expectations are known and clear signals
are always sent. Without this dogs get angry and act out.

Another variable that is contributing to the increase of dog obedience school attendance is the
trend of people getting a dog before they have a child. In this situation, the parents want the dog
to be well trained so when they do have the child, the dog will remain a seemless and safe
member of the family relative to the new child.

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 Canine Critter College

Target Market Growth

9.00%

8.00%
9.00%

7.00%
8.00%

6.00%
7.00%

5.00%
6.00%

4.00%
5.00%

3.00%
4.00%

2.00%
3.00%

1.00%
2.00%

0.00%
1.00%

0.00%
Proactive dog parents Reactive dog parents

2.2 SWOT Analysis

The following SWOT analysis captures key strengths and weaknesses within the company and
describe the threats facing Canine Critter College.

2.2.1 Strengths

• Strong relationships with breeders and kennels.

• A logical, intuitive, proven, psychological based methodology.
• High customer loyalty among repeat customers.
• A training service that exceeds customer's expectations.

2.2.2 Weaknesses

• Access to capital.
• Limited amount of time that can be dedicated to the business.
• Limited marketing budget to develop brand awareness.

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 Canine Critter College

2.2.3 Opportunities

• A growing market with a significant percentage of the target market still not aware of
Canine Critter College.
• A superior service offering relative to the competition.
• A degree of flexibility of service offerings unmatched by competitors.

2.2.4 Threats

• Competition from local trainers that respond to Canine Critter College's superior offerings.
• Internet-based training that is perceived by the customer as being equivelant to in-person
training.
• A slump in the economy reducing the amount of disposable income people have to spend
on their pets.

2.3 Competition

There are many different competitors in the dog training industry in Eugene. Each one uses their
own philosophy for teaching. Some have day classes, others have night classes. Some are large
classes, others are individual sessions. Consumers typically choose trainers based on word-of-
mouth referrals. They will typically ask dog owning friends what trainers they used and if they
would recommend them.

2.4 Services

Canine Critter College provides dog obedience classes for groups as well as individuals. CCC
offers three levels of classes:

• Puppy Kindergarten: this class is used to teach dogs basic commands, as well
socialization skills with other dogs and humans. This course will have an introductory
explanation of proper communication techniques.

• Household Obedience Level 1: the goal of this class is to have all members of the
family work with your dog in a positive and consistent manner. The family will be taught
to establish a leadership role with the dog. Much of the curriculum uses the American
Kennel Club's (AKC) Canine Good Citizen Test. This course will offer an intermediate level
of communication techniques.

• Household Obedience Level 2: this class will perfect the standard commands such as
sit, down, stay, come, and leash walking. This level will also work on healing. This course
will also offer advanced communication techniques.

Canine Critter College courses are all based on a basic idea which can be summed up from a
quote from R.D. Shaw, Chief Archaeologist for the Alaska Department of Natural Resources: "If
societies are judges by their systems of order, justice, land rights, and family, the kingdom of the
wolf is one of the most sophisticated."

With this in mind, the courses are used to establish the human owner's role as the leader of the
pack. Unless the owner establishes dominance, the animal will. Dominance is not punishment,
dominance is the law of the pack. It is instinctively understood by all dogs. By showing
dominance to the dog in a responsible, consistent way, you are setting the dog at ease because
he/she knows their place in the pack and are always at ease around you because they know that
you are in control and you will protect them.

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 Canine Critter College

The courses will also detail different types of canine social behavior as well as body language
providing the customer with insight into ways in which the pet is trying to communicate with.

2.5 Keys to Success

The keys to success are providing a reasonably-priced service that customers value. A customer
centric business model is the tool to achieve success. Additionally, Canine Critter College will:

• Generate repeat business.

• Receive positive feedback.
• Constantly improve the program.

2.6 Critical Issues

Canine Critter College is still in the speculative stages as a dog obedience service provider. Its
critical issues are:

• Continue to take a modest fiscal approach, expanding service offerings at a reasonable

rate, not for the sale of growing in itself, but because it is economically wise to.

• Continue to build brand awareness which will drive customers to the classes.

3.0 Marketing Strategy

Canine Critter College's strategy will be based on networking and advertising. The networking
will take place with the different breeders in the area. CCC will network with many of the local
breeders. This will not be difficult as the canine training/breeding community is relatively small
and intimate. By forming relationships with the different breeders, the breeders will act as a well-
respected referral service for Canine Critter College.

Canine Critter College will also do advertising with the local chapter of the AKC as well as with
the Human Society. Both of these organizations are good sources to work with because of their
animal-loving clientele.

These will be the initial marketing efforts. After a while word-of-mouth referrals will take over as
the most effective marketing mechanism.

Canine Critter College will also use a website as a source of information to market itself. The
website will be marketed through two avenues. The first is submissions to search engines. These
submissions will allow any person with an Internet connection to type into the search engine a
few applicable words and Canine Critter College's website will appear at the top of the list. This
will bring traffic to the website from people that would have used the Internet to research the
different options in dog obedience school.

The other method of marketing that is also relatively passive is using printed information that
refers to the website. These printed materials will be left with some of the breeders as well as at
the local Humane Society office.

Page 7
 Canine Critter College

3.1 Mission

Canine Critter College's mission is to provide the finest dog training program available. We exist
to attract and maintain customers. When we adhere to this maxim, everything else will fall into
place. Our services will exceed the expectations of our customers.

3.2 Marketing Objectives

1. Maintain positive, steady, growth each session turnover.

2. Experience an increase in new customers who are turned into long-term customers.
3. Realize a growth strategy of at least one class per year.

3.3 Financial Objectives

1. A double digit growth rate for each future year.

2. Reduce the labor hours needed for class preparation.
3. Continue to increase revenue per customer.

3.4 Target Marketing

The market can be broken down into two segments:

• Proactive dog owners (dog owners with young dogs): this segment recognizes the
value of obedience training, particularly the efficiency of training at a younger age. This
segment is typically well educated, with either an undergraduate degree or a graduate
degree. Their household income is greater than $60,000. These people are willing to
invest time into the pet now to create ease of control for the rest of the pet's life.

• Reactive dog owners (dog owners with misbehaving dogs): this group of people
either has a dog with control issues and just now has decided to do something about it or
just received a dog and would like to have more control over the animal. This group of
people typically falls into a slightly lower socio-economic class than the proactive dog
owners.

3.5 Positioning

Canine Critter College will position itself as a more intuitive, more complete, dog obedience
training facility. Eugene dog owners will appreciate the rational, psychological approach to dog
obedience training. The customers will value CCC's training of not only the dog but also the
owner.

Canine Critter College's positioning will leverage their competitive edge:

• The underlying philosophy that dogs are social creatures and their actions are often
predictable and explainable.

• Proper dog obedience is based on clear, consistent communication between the owner
and the dog.

By offering a superior service, coupled with a customer centric business model, CCC will excel

Page 8
 Canine Critter College

relative to the competition.

3.6 Strategy Pyramids

The single objective is to position Canine Critter College as the premier dog obedience training
program in the Eugene area, commanding a majority of the market share within five years. The
marketing strategy will seek to first create customer awareness regarding their services offered,
develop that customer base, and work toward building loyalty and referrals.

The message that Canine Critter College will seek to communicate is that CCC offers the most
effective, most intuitive training for dogs and their owners. This message will be communicated
through a variety of methods. The first method will be through advertising with the local chapter
of the AKC, as well as the Humane Society. These two outlets will be particularly effective as
many animal owners have contact with at least one of these organizations.

The other method of communicating is through a grass-roots networking campaign with local
breeders. Breeders are one of the main sources from which people get their dogs, and is a
common source of referrals for the variety of needs that dog owners have.

3.7 Marketing Mix

Canine Critter College's marketing mix is comprised of the following approaches to pricing,
distribution, advertising and promotion, and customer service.

• Pricing: CCC's pricing scheme is based on a projected hourly rate.

• Distribution: All group services will be offered at CCC's training center. Private classes
can be arranged to occur at the place of choice for the customer.

• Advertising and promotion: The bulk of the advertising will be with the AKC and the
Humane Society.

• Customer service: Obsessive customer service is the mantra. Canine Critter College's
philosophy is whatever needs to be done to make the customer happy must occur, even
at the expense of short-term profits. In the long term, this investment will pay off with a
fiercly loyal customer base who is extremely vocal to their friends with referrals.

3.8 Marketing Research

During the initial phase of the marketing plan development, several focus groups were held to
gain insight into a variety of dog owners. These focus groups provided helpful insight into the
decisions and decision making processes of dog owners.

An additional source of dynamic market research is a feedback mechanism based on a suggestion

card system. The suggestion card system has several statements that customers are asked to
rate in terms of a given scale. There are also several open ended questions that allow the
customer to freely offer constructive criticism or praise. CCC will work hard to implement
reasonable suggestions in order to improve their service offerings as well as show their
commitment to the customer that their suggestions are valued.

Page 9
 Canine Critter College

The last source of market research is competitive analysis. Canine Critter College will send
people to local competitors to gain information about the schools service offerings.

4.0 Financials, Budgets, and Forecasts

This section will offer a financial overview of Canine Critter College as it relates to the marketing
activities. CCC will address break-even analysis, sales forecasts, expenses forecasts, and how
those link to the marketing strategy.

4.1 Break-even Analysis

The Break-even Analysis indicates $4,633 will be need in monthly revenue to reach the break-
even point.

Break-even Analysis

$6,000

$4,000

$2,000

$0

($2,000)

($4,000)

($6,000)
$0 $1,800 $3,600 $5,400 $7,200 $9,000

Monthly break-even point

Break-even point = where line intersects with 0

Table 4.1: Break-even Analysis

Break-even Analysis:
Monthly Units Break-even 15
Monthly Sales Break-even $4,633

Assumptions:
Average Per-Unit Revenue $300.00
Average Per-Unit Variable Cost $3.00
Estimated Monthly Fixed Cost $4,587

Page 10
 Canine Critter College

4.2 Sales Forecast

The first month will be used to advertise Canine Critter College as well as develop outlines for the
different sessions within the classes. This will take a bit of time, but it is something that needs to
be done at the outset. There will be no sales activity during the first month. The first group class
will occur during the second week of the second month. Also, during the second month, there will
be a couple private sessions. From month three on there will be a steady increase of sales as the
classes develop more and more participants. Profitability will be reached by month nine.

Monthly Sales Forecast

$6,000

$5,000

$4,000

$3,000 Proactive dog parents

Reactive dog parents
$2,000

$1,000

$0
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Table 4.2: Sales Forecast

Sales Forecast
Sales 2001 2002 2003
Proactive dog parents $21,260 $36,454 $43,122
Reactive dog parents $17,646 $30,257 $35,791
Total Sales $38,906 $66,711 $78,913

Direct Cost of Sales 2001 2002 2003

Proactive dog parents $213 $365 $431
Reactive dog parents $176 $303 $358
Subtotal Cost of Sales $389 $667 $789

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 Canine Critter College

4.3 Expense Forecast

Marketing expenses are to be budgeted to increase visibility during the forecasted busiest
months of CCC.

Monthly Expense Budget

$200

$180

$160

$140

$120

$100 Advertising

$80 Other

$60

$40

$20

$0
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Table 4.3: Marketing Expense Budget

Marketing Expense Budget 2001 2002 2003

Advertising $1,400 $1,200 $1,200
Other $0 $0 $0
------------ ------------ ------------
Total Sales and Marketing Expenses $1,400 $1,200 $1,200
Percent of Sales 3.60% 1.80% 1.52%
Contribution Margin $37,117 $64,844 $76,924
Contribution Margin / Sales 95.40% 97.20% 97.48%

5.0 Controls

The purpose of Canine Critter College's marketing plan is to serve as a guide for the
organization.

The following areas will be monitored to gauge performance:

• Revenue: monthly and annual.

• Expenses: monthly and annual.
• Repeat business.
• Customer satisfaction.

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 Canine Critter College

5.1 Implementation Milestones

The following milestones identify the key marketing programs. It is important to accomplish each
one on time and on budget.

Table 5.1: Milestones

Milestones Plan
Milestone Start Date End Date Budget Manager Department
Marketing plan completion 1/1/01 2/1/01 $0 Gerry
Quarterly advertising campaign 1/1/01 4/1/01 $300 Gerry
Quarterly advertising campaign 4/1/01 7/1/01 $300 Gerry
Quarterly advertising campaign 7/1/01 10/1/01 $300 Gerry
Quarterly advertising campaign 10/1/01 12/31/01 $300 Gerry
Totals $1,200

5.2 Marketing Organization

Gerry Gestapo, the owner, is responsible for the marketing activities. This is in addition to her
other responsibilities. She will depend on other outside resources for ad design.

5.3 Contingency Planning

Difficulties and risks:

• Problems generating visibility.

• Difficulty filling up the classes.
• Lack of commitment from some of the customers will inhibit their progress as well as
cause separation of progress within the given class.

Worst case risks include:

• Determining the business cannot support itself on an ongoing basis.

• A serious problem with a customer's dogs attacking someone and the insurance balking at
coverage.

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 Appendix: Canine Critter College
Table 4.2 Sales Forecast

Sales Forecast Plan

Sales Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Proactive dog parents $0 $400 $1,000 $1,145 $1,345 $1,545 $2,145 $2,312 $2,654 $2,787 $2,902 $3,025
Reactive dog parents $0 $332 $830 $950 $1,116 $1,282 $1,780 $1,919 $2,203 $2,313 $2,409 $2,511
Total Sales $0 $732 $1,830 $2,095 $2,461 $2,827 $3,925 $4,231 $4,857 $5,100 $5,311 $5,536

Direct Cost of Sales Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Proactive dog parents $0 $4 $10 $11 $13 $15 $21 $23 $27 $28 $29 $30
Reactive dog parents $0 $3 $8 $10 $11 $13 $18 $19 $22 $23 $24 $25
Subtotal Cost of Sales $0 $7 $18 $21 $25 $28 $39 $42 $49 $51 $53 $55

Page 1
 Appendix: Canine Critter College
Table 4.3 Marketing Expense Budget

Marketing Expense Budget Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Advertising $100 $100 $100 $150 $200 $200 $50 $50 $150 $100 $100 $100
Other $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
------------ ------------ ------------ ------------ ------------ ------------ ------------ ------------ ------------ ------------ ------------ ------------
Total Sales and Marketing Expenses $100 $100 $100 $150 $200 $200 $50 $50 $150 $100 $100 $100
Percent of Sales 0.00% 13.66% 5.46% 7.16% 8.13% 7.07% 1.27% 1.18% 3.09% 1.96% 1.88% 1.81%
Contribution Margin ($100) $625 $1,712 $1,924 $2,237 $2,599 $3,836 $4,139 $4,658 $4,949 $5,158 $5,380
Contribution Margin / Sales 0.00% 85.34% 93.54% 91.84% 90.87% 91.93% 97.73% 97.82% 95.91% 97.04% 97.12% 97.19%

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