Market PlanMegan Peck

Jason ZawalichJonathan Scott

Cody Martz

Background

Founded in 2009

Melinda Kirk

First homemade pet treats

Competition

Puppy Cakes

• Cake mix for dogs

• Similar to Lucky Paws

Wagatha’s

• USDA Certified organic dog biscuits

Heidi’s Bakery

• High Quality

• Use organic when possible

T.O.W.S.

Threats Opportunities

Weaknesses Strengths

Threats

Limited Budget

Online Retailer

Opportunities

Huge Target MarketMultiple Media Venues

More and more organic pet food

Weaknesses

Limited Reach

Corporate and online competitio

n

Strengths

Unique Company

Global Pet Expo Award

Positioning Statement

Target Market:

Lucky Paws main target

market can be described as

such:

Female

22-55 years old

No kidsThey

have 1-3 pets

$30,000 - $59,000 income

Personified Target Market

Meet Rachel, Rachel is a 20 year old suburban pet owner. She has 2 dogs and a cat. She doesn’t have kids by any means of the word, her pets, are her children. She buys them treats once or twice a month. She’s very concerned with the well-being of her pets and therefore is very conscious about what she feeds them.

Influencer Targets

Breeders

• Often pet breeders live and breathe in close-knit on-line communities. If they find a product they stand behind, it is guaranteed to spread through their channels, their buyers, and the pet world like wildfire

Veterinarian

Clinics

• there is no better way to get word of mouth influence for a pet product than to go right to the source. A vet can spread the word on a pet product like no other, offer details on the benefits of organic treats, and guarantee return service.

Influencer Targets Con’t

Bloggers

• Ability to reach a large amount of people and the power to influence those people

• 50% of bloggers say they use blogs for purchase information

Family and

Friends

• Great advice givers on what they love for their own pets

• 78% of dog owners

Family and Friend Influencers

http://www.interclick.com/media/36954/interclick_consumersnapshot_petowners.pdf

Marketing Strategies/Objectives/Tactics Blogger

OutreachReach out to

blogs!!

Dogster Catster

Communities

Dogtipper.com The Three Dog Blog

Website

• Open a forum on your website for your customers to chat• Allow them to submit reviews of the product.

• Allow visitors to upload pictures and/or videos of their animals on your site.

• Offer product giveaways of the product for joining the forum and/or uploading pictures and video

• Make these things central to your site so that they are visible early on in order to keep them involved in the site and participating

GET YOUR CUSTOMERS INVOLVED

• Look for information and articles online that speak about animal nutrition and add them to your site• Shows that you are knowledgeable about animal nutrition and

care about animal nutrition,• Add links to blogs that reference animal nutrition so that your

site can become a hub of information, as well as a place to purchase lucky paws treats

ANIMAL NUTRITION

INFORMATION ON WEBSITE

FacebookUse this space to advertise product giveaways on your

Lucky Paws site

Ask people to share their pet

stories and pictures

Provide information on animal health and

the benefits of organic food

Reach out to those people

that comment on your

facebook

Dog Fest

Dogfest 2011In West Chester, Ohio

15,000 people expected

Offer owners pre-made treats for their dogsHave a raffle

Bring treats for purchase

West Chester

Budget/Calendar

Website/Social Media

Cost of product and

shipping

Start immediately

Community Outreach

Cost of registration

Product giveaways

Contingent on festivals and

other conferences

Online Community

Cost of signup Start immediately

Questions?

Thank You

All animal photographs courtesy of the Peck Pets