Team: Females are the Future - Evelyn Lawson, Gabrielle Jones, Caswanna Keyes, Karley Straub, Alexa Johnston

Teacher: Chris Balaski

Company: Rayne Clinical Nutrition

Date: May 2, 2018

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Stage 1: What’s Going On?

Creative List (147)

Trying to get their name out there- awareness Trying to offer healthy animal food Acquiring new customers Targeting animals with health issues Reaching out to new veterinarians Establish a brand name Attend conferences Kitten bowl/puppy bowl sponsorship Social media campaign Aiming for pet-lovers—make a lower-end food, while keeping their core values Commercial with vet Vitamins Pet treats Adopt a dog to be their mascot Organic ingredients Charity/ portions goes to dog shelters etc Prove how the food is better Incorporate more brands in the charts showing that their brand is better Release studies 275 vets bought in 2016 then did not buy in 2017 Work on keeping existing customers Figure out how to appeal to the millennials Find millionaires that leave $$$ to their animals Target dog Party animal dog Celebrity dogs Insurance on animals Not many people go to the vet regularly… ALSO not many people want to pay the vet

prices Veterinarians may not know the company Vitamins for all animals Partner with a company that is big in animal meds Membership options Loyalty programs OFFER IT ON AMAZON!!!! Surveys to veterinarians that did not rebuy, to find out WHY they didn’t repurchase Customer service on website Survey US vets to see if the product will be taken Send products to US vets to see how people like the product

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Rewards for veterinarians who buy the products Set a selling goal for every veterinarian and when they reach it give them a reward Give vets dog treats to give the dogs at the vet Sample packs for vets to hand out to customers Website needs actual pins for social media Advertise a more diverse range of animals on website Put their commercials in the veterinarian’s offices Use colleges to help promote/ come up with advertising and other stuff Sponsor events at zoos Stickers/bracelets for big purchases Logo Not enough reps, only 3 now Reps in every location Should offer outside of a veterinarian’s office(non-prescription) 6 sales reps in Canada $$$$ 400g wet food $52 and dry food 3kg $20 Change to Website is crappy Social media Call to action pins on website Cat packaging* Needs to be cats on bags so that cat owners are more drawn to it PETA will be against the kangaroo meat, rabbit meat and alligator meat Information should be more cut-to-the-point Change metric weights to imperial system for US Is it environmentally humane to kill the kangaroos, rabbits, and alligators? Prenatal vitamins for animals—Good for breeders Vitamins for pets that are bred Videos to show WHY they chose to use the specific meats to ease buyer’s minds Why is the logo a leaf? Packaging is bland Packaging looks very cheap If it’s stationed in Missouri, which income is $10,000 below the US average, then it

may not be the best headquarters since the surrounding area may not be able to afford it Too much gray on website Offer quizzes online to help people pick correct food Ad campaign Progression pics of sick animals getting better from food Too small of bags for big animals—not realistic Slider pics on website are too stagnant Some pages open different website with different layout-- fix this New video content Photo contest of pets Videos about why their ingredients are good for pets

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Say at the top of website that it offers free shipping Be more personable like Blue Buffalo Dropdown menu on top of website for dogs and cats Within that^ don’t use words like “feline” and “canine”, when consumers google about

their pets they usually do not use these words. Comparative chart including all the top brands Include testimonials on website Don’t just sell at vets, local pet shops Referral discounts Offer free treats to vets to give to pets Make sure vets are giving out those treats^ Canada and US Facebook logos are different—cohesive branding Redesign food packaging- bland and uninteresting Offer foods for other animals such as birds and reptiles Move on from just food to toys, collars, leashes, etc Sponsored ad on Instagram—cute animals eating treats Get customers and vets involved on the social media pages Repost customer and vet posts Get in touch with popular vets on Instagram and other social media Team up with HOT instagrammer vet @dr.evanantin – girls will notice Make Canada and US pages more cohesive…. really just make ONE site for them both Giveaways on Instagram—like, repost, and tag for a chance to win Rayne goodies Make a really good mission statement to put on social media bios Make it an international brand so that dogs from all over the world can come together Make a profile for what the ideal customers will be Facebook page needs to not only be Canada Do a Facebook Q&A live video once a month. Have customers and vets send in

questions and also take live questions. Have animals in the video. Feed the animals the treats/food. Talk about the products.

Instagram story—showcase different products once a week with testimonials Go to a pet shelter once a month and give them food and treats and play with animals.

Video the time at the shelter. Start a vlog from ^^ going to the shelter and post it once a month Instagram story and Facebook story the trip to the shelter, as well. Have workers play

with pets as much as possible to show consumers you’re a personable company. Start a blog with customer and vet testimonials to post once a week. Every other week

do a product showcase. Post about trips to animal shelters, conferences, etc. Start a podcast about product information and invite vets to come speak as well as

customers. Use Pinterest account for posting testimonials and vets that carry the product Also use Pinterest for quirky pet ideas. Have a board for "pet birthday parties" and such

for fun things to catch pet owner's eyes. Connect with pet trainers and have them post live videos and vlogs. Give them treats to

give the pets they train.

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Do vlogs at the plants where the food is actually made. Show how the employees are treated and how the employees love what they do.

Make fun, interactional videos of the products to post on social media. At the end hold a poll about whatever was discussed to get customers involved

In every shipment to customers include a little brochure card with a testimonial bio Join weekly hashtags on Twitter Posters/flyers in vet offices Photo contests via social media Creating an attractive dog food bag contest Infographics on social media sites, especially Pinterest More graphs and charts on website Production comparison Memes/Meme generator Business at vet office by food display Direct mail/ sign up/ with free samples and coupons under vet supervision through a

vet provider Buy ad space on popular sites-- aim for pet-related sites Paid Google analytics Plan teleconferences or webinars with vets to increase reach Wearable advertisements such a t-shirts (could be free based on a point based loyalty

program) Customer birthdays for the dogs on the page/ "Today is Sparky's birthday. They have

been a customer for X years. With our dog food, Sparky went from a sick puppy with frequent vet visits to frequent park visits.. This is how…"

SEO - long tail phrases Connect with vets on LinkedIn Vehicles with advertisement/ brand logo Encourage customers to review business on social media platforms Contact previous vets who purchased the product that did not repurchase. Ask what

clients did/didn't like about it and how they could get them back to buying regularly. Offer incentive to come back.

Have an email list on the website to send out promotional coupons to customers Have an online chat available 24/7 on the website for vet and customer questions Have a page on the website designated for answering all of the standard questions

people may ask about the products. "Why do you choose to use these meats?" "How is this humane to use these meats?" etc

Make sure sales reps are enthusiastic about the product. Especially since it's a pet food, these people need to be very sympathetic with pet issues and know how to talk to animal people.

Educate employees about how the food is made, what it's made with, why it's made with the ingredients, and how it helps the pet.

Bring promo goods to vet offices to be given out to patients. Pens, notepads, stickers, collar pins, etc.

Do a photo hashtag contest on social media for users and give the winner a prize: free month's supply of food and treats, free Rayne promo gear, etc.

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Connect with rescue/police dogs Connect with the blind society and give treats to the seeing-eye dogs

Stage 1- Clustering Rayne Ideas:

Problem Statement: Rayne’s website needs sufficient work and reorganization in order to be fully successful for online business. Here are some of the key ideas that we have discovered that need to be implemented.

WebsiteDropdown menu on top of website for dogs and catsInclude testimonialsPins for social mediaMore diverse animals on websiteCall to action pins on social mediaToo much gray on websiteSlider pics on websiteAdd video contentEmail newsletter signupDirect mail signup- coupons, discountsMore graphs and charts on websiteHave an online chat available 24/7 on the website for vet and customer questionsFAQ questionsOffer quizzes online to help people pick correct foodProgression pics of sick animals getting better while eating foodSome pages open different websites with different layoutsStart a podcast about product info. & encourage vets to speak on itStart a blog with customer & vet testimonials, product showcase, animal shelters, etc.Start a vlog going to animal shelters (post once a week)Need only one site for Canada & USSay at the top of website that it offers free shippingUse big keywords like dog & cat not canine & feline

Problem Statement: Since Rayne Pet Nutrition is a company that bases their sales off of veterinary prescriptions, it is necessary that Rayne educate not only vets about the health benefits of their product – but the customers as well.

Educational Comparative chart using all the top brandsRelease studies

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Prove how the food is betterVideos showing why they choose to use the specific meatsPETA will be against the kangaroo, rabbit & alligator meatEnvironmentally and humane friendlyVideos showing why their ingredients are good for petsEmployee training videos

Problem Statement: Since the majority of Rayne’s sales are based on online, it is necessary that Rayne use all of the online marketing and sales tools in order to be successful.

Online AdvertisingSocial media campaignConnect with vets on LinkedInAd campaignSEO - long tail phrasesPaid google analyticsJoin weekly hashtags on social mediaUse infographicsEncourage customers to review on platformsBuy ad space on popular sites (pet-related)Ad on instagram- cute animals eating treats

Problem Statement: In order for Rayne to become well known and receive brand recognition, it is necessary that they begin sponsoring different events.

SponsorshipsSponsor events at zooKitten bowl/puppy bowl sponsorshipPartner with a company that is big in animal medsCelebrity dogsFind millionaires that leave money to their dogsTeam up with hot instagrammer vet @dr.evanantinAnimal mascotTarget dogParty animal dog

Problem Statement: Social media is an important way of communicating and engaging with customers and a target audience. Therefore, Rayne should be involved with different social media sites to meet their target audience.

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Social Media ContentMemes/Meme generatorPost interesting pet tips on platformsMake good mission statement for platform biosRepost customer & vet postsInstagram storiesFacebook Q&A live videos

Problem Statement: By incorporating new product lines into their brand, Rayne expands its opportunity and reach.

Expanding MarketToys, collars, leashesOther animals- birds, reptilesTarget pet shopsVitamins for pets that are bredVitaminsOffer it on Amazonnon-prescription outside of vetsPrenatal vitaminsT-shirts, braceletsReach out to new vetsMake lower end food while keeping core values

Problem Statement: By reevaluating the Rayne brand image, Rayne increases its chances of incorporating new customers.

BrandingAttend ConferencesAdopt a dog to be their mascotBe more personable like Blue BuffaloTrying to get there name out there-awarenessAppeal to millennialsWhy is the logo a leaf?Change metric weights to imperial system for USEst. a cohesive branding identityCanada and US Facebook logos differUS HQ is $10,000 below national income avg.

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Problem Statement: Because it is necessary for veterinarians to give a prescription before a customer can purchase dog/cat food, it is necessary that different vets trust/remain loyal to Rayne.

VetsTeleconferences/webinars to increase reachOffer free treats to vets to give to petsNot many people go to the vet that oftenGive vets reward when reach selling goalInclude lots of info. (packages, brochures, etc.)Survey vets that didn’t rebuySurvey US vets to see if product will be takenSample packs to give to customers

Problem Statement: Increasing the number of representatives would increase Rayne’s awareness.

RepresentativesNot enough reps, only 3Put reps in every location6 reps in Canada

Problem Statement: By helping others in the community, Rayne shows the caring side of their business.

Charities/Connections/SheltersPortions go to dog sheltersRescue/Police dogsBlind society - give treats to seeing-eye dogsCommercial with vetCommercial at the plants showing how its madePet adoption drivesGet in touch with popular vets on social mediaAttend pet conferences with promo itemsConnect with pet trainersMake a documentary with SpaceX and Netflix

Problem Statement: New methods of advertising will increase Rayne’s reach in a variety of ways.

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Other AdvertisementsPosters/Flyers in vet offices and at college campusesLeave brochures at pet stores and vetsInclude brochures in ordersVehicles with advertisement/brand logos

Problem Statement: Everyone loves rewards and discounts. Therefore, Rayne could gain new customers by offering coupons, referral discounts, and bulk discounts.

Discounts/Rewards/CompetitionsReferral discountsRewards for vets who buy the productsGive t-shirts, bracelets, etc. with purchaseOffer repeat buyers discount (10%)Creating an attractive dog food bad contestPhoto contests via social mediaGiveaways on Instagram – repost and tag for some goodies

Stage 1 - Key Problems:

1. Get in touch with popular veterinarians on social media2. Make lower end food while keeping core values3. Raise brand awareness so that more people can learn/know about the

company

Stage 2: What’s Success?

Future Perfect Statements:

1. Rayne Company sponsored events at zoos and in return increased sales amongst their new line of reptile and bird food.

2. Rayne Company chipped in and sponsored the Puppy and Kitten Bowl for the 2017 event, providing treats to the contestants.

3. Rayne partners with celebrities who are known to be animal-lovers to give shout outs to them on social media.

4. Rayne Company partnered with multiple veterinarians across the United States to increase their inside (B2B) sales.

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5. Rayne Company partnered with Target and got the Target dog to appear in one of their commercials eating their dog food and treats.

6. Dr. Evan Antin advertised Rayne dog food on his Instagram page, increasing social media followers and interest amongst veterinary medicine students and pet owners across the U.S.

7. Rayne created a new “party dog” to represent the company. This increased sales amongst college students, especially those in fraternities and sororities, across the United States.

8. Rayne Company incorporated collars, leashes, and toys in their loyalty program. The top buying customers received these free items in the mail due to their outstanding customer loyalty.

9. Rayne company expanded its market to exotic animals by offering specialty food to reptiles and birds.

10. Rayne branched out to selling their products to local pet stores and on Amazon with or without the prescription of a veterinarian.

11. Rayne increased its loyalty program by offering free items to those who buy a certain amount of product (pens, pencils, t-shirts, coffee mugs, etc.)

12. Rayne adds prenatal vitamins to its product line in order to increase sales to those who breed dogs.

13. Because the leaf did not make sense to many existing customers, Rayne reinvented its logo and it is automatically accepted by its customers and by veterinarians across Canada and the U.S.

14. Rayne offered T-shirts, bracelets, and wearable items on its website to increase marketing reach.

15. Rayne created an attractive dog food contest where the winner received several months worth of free food. Rayne also reposted the winner to all of their social media accounts and received attention for this.

16. Rayne aired a commercial incorporating police and rescue dogs to increase awareness of the importance of an extremely healthy diet for the dogs who service human needs.

17. Rayne also paired with the Blind Society and gave treats to seeing eye dogs on the commercial.

18. Rayne incorporated stickers with the new logo that were put on Yeti Coolers and on vehicles.

19. Rayne has a creative 3D front display in Petco, PetSmart, and in vet offices.

20. Rayne has a successful vlog with thousands of subscribers incorporating educational product videos and Rayne owners going to shelters giving homeless dogs treats.

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21. Rayne’s website has now become easier for people to navigate from page to page. They merged the Canadian, United States, and Australian pages together to make a universal page.

22. Rayne created call to action pins on their website, which in return lead to more leads.

23. Rayne makes website more personal by incorporating testimonials and customer reviews on website and on social media platforms.

24. Rayne incorporated a chat option on its website and on social media in order to fulfill any questions that customers may have about the product that need answered immediately.

25. Rayne offered educational quizzes on its website to help customers decide which product they wanted to buy.

26. Rayne offered treats at the park in a dispense machine (like the gumball machines) to major dog parks across the U.S.

27. Rayne made breed specific foods (especially since some dogs are more prone to certain diseases than others). Ex. husky, lab, German shepherd, etc.

28. Rayne incorporated Kangaroo Jack in their commercials.

29. Rayne hosted webinars and teleconferences with vets to increase knowledge, education, and reach for the company and its products.

30. Rayne incorporated a “dark humor” campaign to appeal to Millennials.

31. Rayne offered a new discount system for the loyalty programs. If a customer buys a year subscription, they get a month's worth of food or treats for free.

32. Rayne connected with vets on LinkedIn in order to increase reach and knowledge about the brand, company, and products.

33. Rayne got “Grumpy Cat” to be their mascot. They also made memes with him and Rayne cat food products.

34. Rayne provided infographics on Pinterest to educate its female target market about their products.

35. Rayne incorporated sponsored Ads on major websites, search engines, and social media platforms such as Instagram, Facebook, Snapchat, Google, Yahoo, Bing, etc.

36. Rayne became the official sponsor for military dogs.

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37. Rayne incorporated new videos on its webpage and social media platforms educating potential and existing customers about why they use kangaroo, rabbit, and alligator meat in its food products and why it benefits dogs and cats to eat these products to get better.

38. Rayne released studies on its website incorporating before and after pictures, data, and analysis of its given products.

39. Rayne incorporated referral discounts to increase awareness and sales to more target markets.

40. Rayne incorporated photo contests on Facebook and Instagram of the before and after pictures, after animals had used their product.

41. Rayne incorporated giveaways on Instagram and Facebook (like the Rayne page, like the status, and comment 3 friends for your chance to win a month's supply of pet food catered to your pet's needs.)

42. Rayne sponsored pet adoption drives and gave samples of their food to those who adopted a dog or cat.

43. Since Rayne previously had only 3 representatives, Rayne incorporated multiple new representatives who shared a love for pets and a passion to make them better and healthier.

44. Rayne partnered with digital marketing and creative marketing classes in business schools across the U.S. to get students to help market their product. And in return, Rayne offered internships to potentially gain new, college educated representatives to work for their company.

45. Rayne offered the imperial weights and metric weights on its website, so that customers from the U.S. and Canada can both understand how much each bag of food weighs.

46. Rayne incorporated a photo hashtag contest on social media for users and gave the winner a free prize (ex. Treats, food, Rayne Promo gear, etc.)

47. Rayne incorporated more specific keywords to increase Search Engine Optimization organic search results.

48. Rayne paid for Google AdWord to increase rank of their results (website and social media platforms) on the Google search engine.

49. Rayne joined the weekly hashtags on twitter.

50. Rayne started a Podcast, which incorporated product information, vets who used the product and saw significant results, and pet owners who were happy with the product (where the scientifically formulated product helped save the pet's life).

51. Rayne made known that they use organic ingredients in their products to increase sales in the market segment who cares about organic products.

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52. Rayne provided free treats to vet clinics to give to their sick patients.

53. Rayne employees visited local dog shelters several times a month and gave animals treats and played with them. Rayne posted videos of this on their website and on social media platforms.

54. Rayne incorporated educational videos of why they use rabbit, alligator, and kangaroo meat in their products to ease buyer's minds.

55. Rayne partnered with different pet insurance companies to help with the payments for the food, since some of the products are expensive and aid in medical treatment.

56. Rayne showcased "stories" on their Snapchat, Facebook, and Instagram pages to increase leads to those who are already interested in the product.

57. Rayne provided a product comparison worksheet, put them in brochures, and distributed them to vets across the country to increase knowledge of why their product is the best at aiding in medical attention.

58. Rayne incorporated private surveys on their website and via email to figure out why veterinarians and customers decided not to repurchase their products.

59. Rayne offered incentive to vets selling their products at their clinics by giving them goals and rewards for reaching those goals.

60. After saving money, Rayne incorporated ads and posters throughout Timesquare.

61. Rayne sponsored several kid hockey teams in Canada, incorporating their logo on the teams' uniform.

62. Rayne shared funny videos on YouTube that portrayed dogs dressing up in tuxedos and dresses while eating Rayne's dog food at a fancy dining table.

63. Rayne incorporated a weekly newsletter via email that talked about how they were giving back to the community, what coupons were available that week, and inspirational stories of sick dogs and cats that got better by using its product.

64. Rayne started selling dog treats to coffee shops that allow dogs and cats on their premises. This allowed owners and their pets to bond over their treats.

65. Rayne sponsored a significant number of dog and cat shows across the U.S. and Canada and fed the contestants their treats on live television.

66. Rayne appeared on Oprah Winfrey's TV show and presented her dogs treats and a year supply of free food in front of a live audience.

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67. Rayne incorporated new social media CTA pins on their website, and in return, generated many leads that led to new customers.

68. Underneath "Rayne Stories" on their website, Rayne changed their tab names "feline" and "canine" to "dogs" and "cats" to make it more personable.

69. Rayne hired a website marketing team to make sure that their website followed the 16 quadrant rules of "heat maps" and "eye tracking maps." This allowed the online customers to identify necessary content quickly, which allowed quick and effective marketing to take the lead.

70. Rayne has pet stores with their food and treats with grooming and annual pet shows.

71. Rayne opened up animal shelters in communities.

72. Rayne adds pet grooming products to their offerings.

73. Rayne develops totes for pet owners who carry around their small dogs.

74. Rayne releases a line of pet accessories, such as leashes, collars, sweaters, and wraps.

75. Rayne has the most watched Super Bowl ad of the year by tugging at viewer's heartstrings with a commercial about a dog's loyalty to its owner, a woman in the military.

76. Rayne adds child toys and school supplies to product line.

77. Rayne partners with Kellogg's for a back to school campaign.

78. Rayne food scientists hold seminars around the U.S. to better explain their products and mission to veterinarians, consumers, and potential customers (B2B and B2C).

79. Rayne holds community park days for pets and children.

80. Rayne releases educational materials for high schools to use in their biology classes.

81. Rayne joins forces with leading college veterinarian programs in the U.S. to explore better ways to make, package, and market their products.

82. Rayne partners with major sports events during play-offs, super bowl, and March madness by putting those logos on their products during the times they play.

83. The website incorporates warm, welcoming colors onto the site to make a happier feeling when customers browse.

84. Rayne releases studies on how their food and treats are superior to other brands of pet food, which makes customers ask their vets to order bags.

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85. Rayne opens employee training center where employees are taught about the core values of the company, and how the ingredients their food is made of are superior to other brand's ingredients.

86. Rayne invited and welcomed customers, food scientists, and veterinarians to tour their facility. This brought trust, communication, and relationships between Rayne and its prospects.

87. Rayne partnered with the global PetFood Forum and co-hosted the event. This way, everyone who went to the event and attended heard about Rayne. It brought new relationships amongst Rayne and food professionals around the world.

88. Rayne hosted a workshop at the PetFood Forum which incorporated renowned Keynote speakers to talk about the quality and health benefits of their product.

89. Rayne attended the Global Pet Expo in Orlando, Florida and set up a booth. Through this, they learned more about their competitors, heard from marketing experts, and showcased their line of pet food products.

90. Rayne sponsored an episode of "The Incredible Dr. Pol," and within this episode, Dr. Pol showcased Rayne dog food that helped aid a sick dog's condition.

91. Rayne started airing commercials on Animal Planet with Dr. Dee: Alaska Vet. Since Alaska is close to the rest of the U.S. and Canada, it brought a significant amount of views, which in return, generated many new leads.

92. Rayne partnered with the American Kennel Club and hosted many events, from which many dog breeders started buying their pet food products.

93. Since many people like to bring their dogs to the beach in the summer time, Rayne partnered with several businesses that sold human food/snacks along the beach and got them to sell dog treats.

94. Rayne partnered with Petco and launched a commercial with a dog and cat eating their food products.

95. Rayne started producing commercials on Hulu, which caught many Millennials attention to their products.

96. A Rayne representative was hosted on both HarryTV (featuring Harry Connick, Jr.) and on Steve Harvey's Daytime Talk Show.

97. Rayne's company success story was mentioned on Ellen, and the CEO of the company was the guest.

98. Rayne paints murals of the bond between a dog and its owner across many cities in the U.S. (Seattle, NYC, Washington, D.C., San Antonio, etc.)

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99. Rayne aired a commercial with the Foundation for a Better Life that showed an older man eating a healthy breakfast while the dog is eating Rayne's dog food (the bag is showing in the background). Later, the man is shown running with his dog.

100. Rayne partnered with BETA conventions, art colleges, and art programs across the U.S. and hosted a competition of who could come up and paint the best logo for Rayne. The winner won a large cash reward and was acknowledged throughout social media and their website.

101. Rayne partners with SpaceX to send 2 dogs to Mars and have the first puppies on Mars.

Perfect Future Elements Clusters:

The social media pages of Rayne are always up-to-date with fun advertising that catches their customer’s eyes.Rayne is known by customers as a company that is more than just pet food, but also a company that is determined to have an excellent social media presence.Rayne partners with SpaceX to send 2 dogs to Mars and have the first puppies on Mars.Rayne started producing commercials on Hulu, which caught many Millennials attention to their products. Dr. Evan Antin advertised Rayne dog food on his Instagram page, increasing social media followers and interest amongst veterinary medicine students and pet owners across the U.S.

Rayne partners with organizations that create perfect matches for potential customers.Rayne partnered with BETA conventions, art colleges, and art programs across the U.S. and hosted a competition of who could come up and paint the best logo for Rayne. The winner won a large cash reward and was acknowledged throughout social media and their website.Rayne aired a commercial with the Foundation for a Better Life that showed an older man eating a healthy breakfast while the dog is eating Rayne's dog food (the bag is showing in the background). Later, the man is shown running with his dog. Rayne partnered with the American Kennel Club and hosted many events, from which many dog breeders started buying their pet food productsRayne attended the Global Pet Expo in Orlando, Florida and set up a booth. Through this, they learned more about their competitors, heard from marketing experts, and showcased their line of pet food products.Rayne partnered with the global PetFood Forum and co-hosted the event. This way, everyone who went to the event and attended heard about Rayne. It brought new relationships amongst Rayne and food professionals around the world. Rayne hosted a workshop at the PetFood Forum which incorporated renowned Keynote speakers to talk about the quality and health benefits of their product.Rayne invited and welcomed customers, food scientists, and veterinarians to tour their facility. This brought trust, communication, and relationships between Rayne and its prospects.Rayne sponsored a significant number of dog and cat shows across the U.S. and Canada and fed the contestants their treats on live television.

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Rayne ads are well-known across North America.Rayne paints murals of the bond between a dog and its owner across many cities in the U.S. (Seattle, NYC, Washington, D.C., San Antonio, etc.)Since many people like to bring their dogs to the beach in the summer time, Rayne partnered with several businesses that sold human food/snacks along the beach and got them to sell dog treats. After saving money, Rayne incorporated ads and posters throughout Timesquare.Because the leaf did not make sense to many existing customers, Rayne reinvented its logo and it is automatically accepted by its customers and by veterinarians across Canada and the U.S.

Rayne's success is featured on many television shows and they use this fame to give back to communities.A Rayne representative was hosted on both HarryTV (featuring Harry Connick, Jr.) and on Steve Harvey's Daytime Talk Show.Rayne's company success story was mentioned on Ellen, and the CEO of the company was the guest.Rayne partnered with Petco and launched a commercial with a dog and cat eating their food productsRayne started airing commercials on Animal Planet with Dr. Dee: Alaska Vet. Since Alaska is close to the rest of the U.S. and Canada, it brought a significant amount of views, which in return, generated many new leads.Rayne sponsored an episode of "The Incredible Dr. Pol," and within this episode, Dr. Pol showcased Rayne dog food that helped aid a sick dog's condition. Rayne partners with major sports events during play-offs, super bowl, and March madness by putting those logos on their products during the times they play.Rayne has the most watched Super Bowl ad of the year by tugging at viewer's heartstrings with a commercial about a dog's loyalty to its owner, a woman in the military.Rayne appeared on Oprah Winfrey's TV show and presented her dogs treats and a year supply of free food in front of a live audience.Rayne Company sponsored events at zoos and in return increased sales amongst their new line of reptile and bird food.Rayne Company chipped in and sponsored the Puppy and Kitten Bowl for the 2017 event, providing treats to the contestants.

Rayne gives customers much-wanted facts about their pet food ingredients in a desirable fashion.Rayne releases studies on how their food and treats are superior to other brands of pet food, which makes customers ask their vets to order bags.Rayne opens employee training center where employees are taught about the core values of the company, and how the ingredients their food is made of are superior to other brand's ingredients.Rayne releases educational materials for high schools to use in their biology classes.Rayne joins forces with leading college veterinarian programs in the U.S. to explore better ways to make, package, and market their products.Rayne food scientists hold seminars around the U.S. to better explain their products and mission to veterinarians, consumers, and potential customers (B2B and B2C).

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Rayne partnered with digital marketing and creative marketing classes in business schools across the U.S. to get students to help market their product. And in return, Rayne offered internships to potentially gain new, college educated representatives to work for their company. Rayne partnered with digital marketing and creative marketing classes in business schools across the U.S. to get students to help market their product. And in return, Rayne offered internships to potentially gain new, college educated representatives to work for their company. Rayne hosted webinars and teleconferences with vets to increase knowledge, education, and reach for the company and its products.

The product line is consistently growing with what the customer's demand.Rayne partners with Kellogg's for a back to school campaign.Rayne adds child toys and school supplies to product line.Rayne adds pet grooming products to their offerings.Rayne develops totes for pet owners who carry around their small dogs.Rayne releases a line of pet accessories, such as leashes, collars, sweaters, and wraps.Rayne has pet stores with their food and treats with grooming and annual pet shows.Rayne started selling dog treats to coffee shops that allow dogs and cats on their premises. This allowed owners and their pets to bond over their treats. Rayne made breed specific foods (especially since some dogs are more prone to certain diseases than others). Ex. husky, lab, German shepherd, etc. Rayne has a creative 3D front display in Petco, Petsmart, and in vet offices. Rayne incorporated stickers with the new logo that were put on Yeti Coolers and on vehicles. Rayne offered T-shirts, bracelets, and wearable items on its website to increase marketing reach. Rayne adds prenatal vitamins to its product line in order to increase sales to those who breed dogs.

Rayne's supports local communities by sponsoring events and teams and founding new shelters.Rayne opened up animal shelters in communities.Rayne sponsored several kid hockey teams in Canada, incorporating their logo on the teams' uniform. Rayne holds community park days for pets and children.Rayne employees visited local dog shelters several times a month and gave animals treats and played with them. Rayne posted videos of this on their website and on social media platforms.Rayne sponsored pet adoption drives and gave samples of their food to those who adopted a dog or cat. Rayne offered treats at the park in a dispense machine (like the gumball machines) to major dog parks across the U.S.Rayne became the official sponsor for military dogs.Rayne paired with the Blind Society and gave treats to seeing eye dogs on the commercial. Rayne aired a commercial incorporating police and rescue dogs to increase awareness of the importance of an extremely healthy diet for the dogs who service human needs.

The website evolves with the current times and keeps customer's attention.

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Rayne hired a website marketing team to make sure that their website followed the 16 quadrant rules of "heat maps" and "eye tracking maps." This allowed the online customers to identify necessary content quickly, which allowed quick and effective marketing to take the lead. Underneath "Rayne Stories" on their website, Rayne changed their tab names "feline" and "canine" to "dogs" and "cats" to make it more personable. Rayne incorporated new social media CTA pins on their website, and in return, generated many leads that led to new customers.Rayne incorporated a weekly newsletter via email that talked about how they were giving back to the community, what coupons were available that week, and inspirational stories of sick dogs and cats that got better by using its product.Rayne incorporated private surveys on their website and via email to figure out why veterinarians and customers decided not to repurchase their products. Rayne offered the imperial weights and metric weights on its website, so that customers from the U.S. and Canada can both understand how much each bag of food weighs.Rayne released studies on its website incorporating before and after pictures, data, and analysis of its given products.Rayne offered educational quizzes on its website to help customers decide which product they wanted to buy.Rayne incorporated a chat option on its website and on social media in order to fulfill any questions that customers may have about the product that need answered immediately.Rayne makes website more personal by incorporating testimonials and customer reviews on website and on social media platforms.Rayne created call to action pins on their website, which in return lead to more leads.Rayne’s website has now become easier for people to navigate from page to page. They merged the Canadian, United States, and Australian pages together to make a universal page.

The social media content focuses on capturing millennial's, who are the main viewers on social media, attention and causing them to look into Rayne.Rayne shared funny videos on YouTube that portrayed dogs dressing up in tuxedos and dresses while eating Rayne's dog food at a fancy dining table. Rayne showcased "stories" on their Snapchat, Facebook, and Instagram pages to increase leads to those who are already interested in the product. Rayne started a Podcast, which incorporated product information, vets who used the product and saw significant results, and pet owners who were happy with the product (where the scientifically formulated product helped save the pet's life). Rayne joined the weekly hashtags on twitter.Rayne paid for Google AdWord to increase rank of their results (website and social media platforms) on the Google search engine.Rayne incorporated more specific keywords to increase Search Engine Optimization organic search results. Rayne provided infographics on Pinterest to educate its female target market about their products.Rayne got “Grumpy Cat” to be their mascot. They also made memes with him and Rayne cat food products.Rayne incorporated a “dark humor” campaign to appeal to Millennials.

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Rayne created a new “party dog” to represent the company. This increased sales amongst college students, especially those in fraternities and sororities, across the United States.Rayne partners with celebrities who are known to be animal-lovers to give shout outs to them on social media.

Vets all over North America are selling Rayne pet food in large numbers due to the boosted loyalty programs.Rayne offered incentive to vets selling their products at their clinics by giving them goals and rewards for reaching those goals.Rayne provided a product comparison worksheet, put them in brochures, and distributed them to vets across the country to increase knowledge of why their product is the best at aiding in medical attention.Rayne partnered with different pet insurance companies to help with the payments for the food, since some of the products are expensive and aid in medical treatment. Rayne provided free treats to vet clinics to give to their sick patients. Since Rayne previously had only 3 representatives, Rayne incorporated multiple new representatives who shared a love for pets and a passion to make them better and healthier. Rayne increased its loyalty program by offering free items to those who buy a certain amount of product (pens, pencils, t-shirts, coffee mugs, etc.)Rayne Company incorporated collars, leashes, and toys in their loyalty program. The top buying customers received these free items in the mail due to their outstanding customer loyalty.

Rayne's social media pages create lots of traction by posting new, exciting contests and content.Rayne incorporated a photo hashtag contest on social media for users and gave the winner a free prize (ex. Treats, food, Rayne Promo gear, etc.)Rayne incorporated giveaways on Instagram and Facebook (like the Rayne page, like the status, and comment 3 friends for your chance to win a month's supply of pet food catered to your pet's needs.)Rayne incorporated photo contests on Facebook and Instagram of the before and after pictures, after animals had used their product. Rayne incorporated referral discounts to increase awareness and sales to more target markets.Rayne offered a new discount system for the loyalty programs. If a customer buys a year subscription, they get a month's worth of food or treats for free.Rayne created an attractive dog food contest where the winner received several months worth of free food. Rayne also reposted the winner to all of their social media accounts and received attention for this.

By focusing on bringing the most relevant information to customer's attention, Rayne has built trust with their customers and potential customers.Rayne incorporated new videos on its webpage and social media platforms educating potential and existing customers about why they use kangaroo, rabbit, and alligator meat in its food products and why it benefits dogs and cats to eat these products to get better. Rayne made known that they use organic ingredients in their products to increase sales in the market segment who cares about organic products.

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Rayne incorporated educational videos of why they use rabbit, alligator, and kangaroo meat in their products to ease buyer's minds.Rayne incorporated sponsored Ads on major websites, search engines, and social media platforms such as Instagram, Facebook, Snapchat, Google, Yahoo, Bing, etc.Rayne has a successful vlog with thousands of subscribers incorporating educational product videos and Rayne owners going to shelters giving homeless dogs treats. Rayne Company partnered with Target and got the Target dog to appear in one of their commercials eating their dog food and treats.

Rayne uses the connections built from business-to-business relationships to bolster sales.Rayne connected with vets on LinkedIn in order to increase reach and knowledge about the brand, company, and products.Rayne branched out to selling their products to local pet stores and on Amazon with or without the prescription of a veterinarian. Rayne company expanded its market to exotic animals by offering specialty food to reptiles and birds. Rayne Company partnered with multiple veterinarians across the United States to increase their inside (B2B) sales.

Perfect Future Elements:

1. The social media pages of Rayne are always up-to-date with fun advertising that catches their customers’ eyes.

2. Rayne's social media pages create lots of traction by posting new, exciting contests and content.

3. The social media content focuses on capturing Millennials, who are the main viewers on social media, attention and causing them to look into Rayne.

Target Future Statement:

Rayne Pet Nutrition has gained world-wide recognition for being a pet food for the customers. Rayne not only makes great food for pets, but is also a company that customers like to follow on social media to see what's going on now. Rayne's marketing campaign is always new and exciting, keeping customers waiting to see what they do next. Rayne's social media presence has become one that everyone recognizes, followers are always waiting for the next post to see what Rayne is up to now. Rayne continuously shows that they are more than just a pet food company; they are a company devoted to making their customer's lives more enjoyable while providing them with the products they need.

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Stage 3

Stage 3 & 4: Questions and Answers:

1. How might we generate leads with Millennials?a. Memes, contests, t-shirts, Grumpy Cat, efficient social media pages, video

sharing, being socially conscious2. How might Rayne make a new meme that could be popular on the internet to reach

Millennials?a. Get a funny animal to be the picture or an already known animal such as grumpy

cat; the party dog3. How might we get a bigger budget? Marketing, advertising, digital campaigns?

a. Sponsors, fundraisers with shelters, charity events, hiring someone to do a digital marketing campaign, volunteer interns with web design experience and social media experience

4. How will Rayne market to exotic pets such as reptiles and birds?a. Zoos, partnering with wildlife and fisheries, speaking with exotic pet vets, videos,

getting involved with Animal Planet (Dr. Pol and Dr. Dee), local exotic pet shops, infographics

5. How might we get Rayne to sponsor events at zoos?a. Donate exotic foods to the zoo, send volunteers and interns to help out at the zoo,

referrals (if you go to the zoo event you can get a certain percentage off on pet products for a month)

6. How will Rayne establish enough funds to accomplish their goals in their loyalty program?

a. Acquire investors and sponsors, use part of the marketing budget, incorporate AdWords so that your advertisement can be on different sites

7. How might Rayne partner with different pet insurance companies to help with the payments for the more expensive foods?

a. Offer those companies free pamphlet stations on the front desk, pens, business cards, referral discounts

8. How might Rayne create 3D displays in stores like Petco and Petsmart?a. Rayne should make colorful, creative displays; contact the petstores and negotiate

a solution9. How might Rayne sponsor Kangaroo Jack in its commercials?

a. Incorporate a mascot of a kangaroo, instead; send the mascot to petco, petsmart, and vet schools to educate them of the product

10. How might Rayne become an expert in the dog and cat food industry by creating educational videos and readings?

a. Vlog, blog, educational interactions with social media; maybe incorporate customer comments on page

11. How might Rayne implement a program to become the expert on pet health?a. Rayne should hire pet health experts; get connected with vet tech programs and

use this to do research

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12. How might Rayne partner with vets to sell more of their products in animal clinics?a. Incentives to vets, send sales reps, win trips

13. How might Rayne start up a successful YouTube channel to bring in subscribers and viewers?

a. Advertise the channel on other social media platforms, do giveaways on the youtube show; create a youtube series on how a dog/cat had issues and do a week by week process of how he improved by eating Rayne food

14. How might Rayne widen its product line to include a wider variety of items?a. Hire a product designer; come up with a catalog with their new products; build

their brand recognition by selling shirts and the dogs wearing leashes; incorporate the better logo on the leash

15. How might Rayne receive the funding to be able to widen its product line?a. Making it a publicly traded company

16. How will Rayne get Oprah and Harry Connick, Jr. To host them on their shows?a. Reaching out to Oprah's love for her dogs; maybe offer her a free year's supply of

the products or treats; maybe reaching out through contact with her veterinarian 17. How will we get Grumpy Cat to appear on our show?

a. Reaching out to his owner; offering a free supply of food; try to get him as a mascot

18. How might Rayne go about sponsoring sports teams by incorporating its logos on team's jerseys?

a. Contact marketing directors of certain teams during playoffs/superbowl/etc. And send a goody bag to entice them.

19. How might we incorporate more educational videos and quizzes about the food sources in the dog and cat foods?

a. Use the website designer to add a special tab for "educational materials" and have the marketing director make videos to post within the tab.

20. How might we fund the equipment to further our expansion of other items?a. Take a percentage of the 10 million dollar investment and go to an equipment

expo. Buy new equipment at the cheapest price possible. 21. How might we get Rayne to sponsor the Puppy and Kitten Bowls?

a. Contact Hallmark Channel and figure out who to talk with about these bowls, and offer to be the official sponsor.

22. How might Rayne provide treats to the contestants of the Puppy and Kitten Bowls?a. Budget from the $10million investment and use a portion to donate the needed

treats.23. How might Rayne reach a larger audience across social media platforms?

a. Create more personable marketing posts that touch the customer's hearts more than just pushing products on the market.

24. How might Rayne go about making its website more user friendly?a. Make it adaptive, not staticb. Place logo on top leftc. Include contact information where it is visibled. Include social media pins (colorful, eyecatching) and make them visible and

easily accessiblee. Add search functionality

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f. Incorporate a virtual chat where questions can be answered 24/725. How might Rayne go about hiring a professional photographer to showcase a dog's diet

over the length of eating Rayne's food?a. At the art/photography exhibit, Rayne could reach out to those who are interested

in their company. Then, they could ask them if they would be interested in doing a dog/cat photoshoot.

26. How might Rayne implement more events with animal shelters?a. Have monthly adoption days where adopters get a bag of Rayne treatsb. Have events with free pet fr

27. How might Rayne implement more contests on its social media platforms?a. Review case studies on other companies that used social media contests and

worked. Then, see what kind of contests they used.b. Use their past contests as examples of what kind of contests could be done for

Rayne.28. How might Rayne advertise the contests on its social media platforms?

a. Hashtagsb. Prizes/incentivesc. Advertise the contests in the company newsletter

29. How might Rayne gain a larger, authentic follower base on Instagram? a. Rayne pay popular individuals to follow their page and shoutout their Instagram

pageb. Rayne pay socialscreenmarketing.com to help them gain followers

30. How much of Rayne's marketing will go to digital marketing in order to increase reach on an online platform?

a.31. How might Rayne go about opening their own stores in the United States?

a. Finding buildings in different states in great locationsb. Finding individuals to invest in the company by opening different stores

32. How might Rayne partner with organic food companies to help make their dog food more health cautious and valuable?

a. Set up meetings with different organic food companies b. Propose agreements with these companies on how they will benefit

33. How might Rayne get Dr. Dee, Alaska Vet to increase reach throughout Canada and the United States by getting Rayne food advertised on her show?

a. Dog sleds advertising, giving the dogs that participate in the race Rayne food, 34. How might Rayne increase interest amongst vets coming straight out of college?

a. Become apart of the educational system for vets. Create a curriculum that is used in all American vet programs.

35. How might Rayne sponsor a young, smart, and motivated vet student coming out of college to run a Rayne Vet Clinic?

a. While being involved in the vet programs that Rayne has created, have a special scholarship for the top student (one is chosen every year out of all of the programs in the U.S. and Canada) that will eventually give them a job working for Rayne at their own clinic.

36. How might Rayne make this clinic successful?

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a. When the recipient is decided upon during senior year, have Rayne's social media follow this recipient throughout his/her last year in the program and first 6 months to a year in the clinic he/she runs.

37. How might Rayne go about deciding where this vet clinic is located? U.S. or Canada, and where in these places, near the headquarters, maybe?

a. This will be decided by who the recipient is, either from U.S. or Canada, and where they are willing to travel.

38. How might Rayne go about getting multiple vets and food scientists together to do a teleconference so that they can learn more about what the vets need for their patients and why they did not repurchase?

a. Contact past vets who have stopped ordering and ask them to participate in this conference, it will be broadcasted live(or recorded then released) to millions of viewers, which will get the vet names in the media.

39. How might Rayne go about making a restaurant where all dogs/cats are welcome on the patio? Maybe it has an area where the dogs can run around and play with other dogs... or it could be located near a dog park. This restaurant could include a dessert menu that has Rayne pet treats, doggie biscuits, doggie cupcakes, and other cool desserts that dogs could eat.

a. Contact Guy Fieri and offer him a deal where he creates the menu and hires the staff and Rayne provides the animal food.

40. How might Rayne become the official dog brand for military dogs?a. Rayne will partner with the military b. Rayne will sponsor the military by helping fund different events

41. How might Rayne become the official dog brand for eye-seeing dogs and the blind society?

a. Rayne will partner with companies that sponsor eye-seeing dogs42. How might Rayne get higher on the search engines?

a. Optimize the web page under the settings with unique key wordsb. Keyword researchc. Make sure the sight is adaptive and mobile-friendlyd. Track and measure the right metrics via Google Analyticse. See what your current search ranking is

43. How might Rayne afford taking on more sales representatives?a. What if Rayne used interns as sales reps? Maybe PreVet students who are

minoring in business? This would not only be cheaper than paying a full salary to a sales rep, but it would allow the intern to gain company knowledge, use word off mouth to let other vet students know about the product, and would help grow the company a cheaper, more beneficial way.

44. How might Rayne raise awareness to hold community park days for pets and children?a. Have a scavenger hunt in the park where the winning team gets coupons for free

pet treats.45. How might Rayne partner with Animal Planet and "The Incredible Dr. Pol" to showcase

their products to sick animals on the show?a. It would be awesome for Rayne to partner with Animal Planet and air

commercials near the time when Dr. Pol aired.

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b. Rayne could use some of its new budget to get Dr. Pol to feature Rayne's food as an aid to try to get some of the sick dogs/cats on the show

c. Rayne could sponsor a show of Dr. Pold. Vet tv shows would be a good platform for Rayne to promote its products

46. How might Rayne incorporate television commercials on Hulu to generate interest amongst Millennials?

47. How might we create a Tumblr account to appeal to Millennials?a. Simple. Let the social media manager know about the positive impact of a

company appealing to Millennials via Tumbr. b. Rayne could use the art contests for the new logo and post the pictures on Tumblr

and have the Millennials vote which logo they like the bestc. Rayne could use Tumblr as a blog to write about the stories of the sick dogs/cats

that ate Rayne food and got better48. How might Rayne incorporate dog treats in local coffee shops amongst the U.S. so that

dogs and their owners can enjoy treats together?a. Go to local coffee shops and offer to advertise their shop on social media in

exchange for selling their pet treats.49. How might Rayne go about writing a nutrition textbook for veterinary clinics across the

U.S. and Canada?50. How might we go about creating scheduled social media posts for Facebook?51. How might Rayne incorporate a complete line of pet vitamins from prenatal to every day

health?a. Use our vet programs to do this research during senior year and have a panel of

certified pet nutritionists to validate the findings.52. How might Rayne partner with schools in business schools across the U.S.?53. How might Rayne get more internship opportunities for students?54. How might Rayne send out surveys to customers who did not renew after buying?

a. Set up an algorithym on the website so that after 3 months of a certain user not ordering, Rayne send them an email with a survey asking simple questions as to why they have not ordered recently.

55. How might Rayne create prenatal vitamins for breeding dogs?a. Hire a specific pet nutritionist to research and create the best prenatal vitamins on

the market.56. How might Rayne partner with national parks to create parks for children and pets all

throughout America and Canada?a. Go to a public forum for the National Parks committee and petition to create new

parks where Rayne will sponsor the restoration efforts and add Rayne products throughout these parks.

57. How might Rayne establish free standing stores with playground?a. Create a space where people in all walks of life would want to hang out. Make

this space a coffee shop with small food items. Have an area for college students to set up laptops while also being able to watch their dogs in the inside play-pen. Make this play area be pet- and kid-friendly.

58. How will Rayne incorporate dog treats in dog parks across the U.S. and Canada?a. Go to a public forum for local parks committees and speak with the parks director

about adding these machines to parks.

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59. How might Rayne make their T-shirts as popular as the "Life is Good" brand where the dog and owner are always together and happy?

60. How might Rayne incorporate an obstacle course similar to American Ninja Warrior for animals?

a. Sign a contract with Hallmark Channell or Animal Planet to create a "Pet Ninja Warrior" show where people bring their pets to compete.

61. How might Rayne incorporate a chat option on their website to where customers that have questions always have access to answers, 24/7?

62. How might Rayne go about being the sponsor for military dogs and appearing on their commercials?

63. How might Rayne go about getting customers to send pictures of their before and after photos, so that Rayne can post them on their blogs, social media sites, and website?

a. Have a monthly contest where whoever's pics gets the most "likes" on social media wins a free pet treat bag.

64. How might Rayne partner with BETA conventions, art colleges, and art programs across the U.S. and host a competition of who could come up and paint the best logo for Rayne?

65. How might Rayne partner with high schools in order to get their product talked about in the younger generation? And how might they get these kids to participate in the art programs?

66. How might Rayne come up with a dog/cat tote design that could be sold in vet clinics and major pet stores (like Petco and PetSmart) across the U.S. and Canada?

67. How might Rayne incorporate a children's healthy snack line into their product line?a. Work with child nutrition specialists to create a healthy snack line for children

and sell it in grocery stores.b. Maybe figure out a way to make these snacks to where animals and humans can

eat them and taste good to both?68. How might Rayne create a doggy water bottle for people who run with their dogs to keep

the dogs hydrated?69. How might Rayne partner with a NASCAR team to get their logo on a car?

a. Watch for up-and-coming drivers and contact them before anyone else does.70. How might Rayne sponsor pets of their employees to help with their public relations?

a. Have employees send in their requests and post each on social media and have the fans decide which animal most needs the sponsorship that year.

71. How might Rayne create an app for nation-wide pet-sitting with young teens/college students being able to offer their time in exchange for a certain rate?

72. How might Rayne reach out to the NON pet owning community and encourage them to adopt a pet from the Rayne shelter?

73. How might Rayne set up "Nursing Home Day" to help support the elderly's health in the communities?

a. Have the PR director contact local nursing homes near Rayne's pet shelters, and ask to come once a month and have an hour long 'play-time' for the elderly in the homes to play and love on the pups and kittens.

74. How might Rayne have a yearly event at St. Jude's where they bring puppies and kittens and other animals and put on shows for the kids that are there?

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a. Contact St Jude's and set up a date. Have different sections where kids in all stages of cancer can enjoy the animals without being frightened or mauled by them.

75. How might Rayne partner with Toyota motor company to promote safe driving practices for those who bring their animals in their car a lot? (Sensors showing your pet is in the vehicle, pet-belts, pet water tanks, etc)

a. Meet with Toyota designers and create special futures in the newest 4Runner and Tacoma to where it is very pet-friendly.

76. How might Rayne create a new fast-food chain that has a playground for children and pets with pet food/water stations and where the food is healthy for both kids and animals?

a. Work with a team of restaurateurs and nutritionists to come up with a healthy, delicious, simple menu that both children and adults will like, and add Rayne pet food on the menu for animals.

77. How might Rayne design a clothing line for children incorporating animal designs, with proceeds going toward their animal shelters?

a. Partner with Old Navy or Walmart and publish this line during the summer.78. How might Rayne partner with Tesla to make a pet friendly Model X?

a. Create a backseat window that rolls all the way down so that dogs can comfortably enjoy the breeze

b. Add a water and food bowl in the backseat areac. Design pet friendly seats

79. How might Rayne partner with SpaceX/Tesla to send the first couple dog pairing and have the first puppies born on Mars?

a. Get in contact with Elon Musk and tell him about this crazy idea... he'll probably jump on it.

b. Send Elon Musk a dog pairing.... and mention this idea. He may want HIS dogs to be these dogs.

80. How might Rayne raise enough money to send these dogs to space?a. Crowd fund. Offer different levels of "thank you" gifts such as treats, food,

membership.b. Ask Elon Musk

81. How might Rayne make a Netflix series on the partnership with Tesla and the puppies born on Mars?

a. Contact Netflix and tell them about this idea.82. How might Rayne get Bruno Mars to create the theme song for the Netflix series?

a. Contact him, offer him money and pet food.b. Offer him royalties

83. How might Rayne create the "new" Mr. Rogers show?84. How might Rayne partner with Paw Patrol and make an episode showcasing their food?

a. Contact the creators of the show and pitch the idea of having one of the dogs on the show get sick and go to the doctor and be prescribed Rayne pet food.

85. How might Rayne get their products in the background in tv shows and movies?a. Contact different shows and ask to just place their pet food in the backgrounds..

Rayne doesn't acutally NEED anything from them, Rayne just wants to place their product in the background, it doesn't even have to be mentioned.

86. How might Rayne come up with enough money to get their add to show in Timesquare?

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87. How might Rayne incorporate famous artists to paint murals across the country of their new logo in major cities?

88. How might Rayne distinguish which famous artists to get to paint these? 89. How might Rayne incorporate infographics on Pinterest to educate its female target

market about their products?90. How might Rayne incorporate Call to Action pins in their website?91. With the Call to Action pins, how can Rayne incorporate an efficient landing page to

generate leads?92. How might Rayne partner with the Foundation of a Better Life to come up with a

commercial?93. How might Rayne go about finding appropriate information to air on the Steve Harvey

Show?94. How might Rayne go about creating eye-catching /relevant ads to incorporate on major

websites, search engines, and social media platforms such as Instagram, Facebook, Google, Yahoo, Bing, etc.?

95. How might Rayne raise enough money to help fund the Global PetFood Forum?96. How might Rayne raise enough money to get renowned Keynote speakers to speak at this

Forum?97. How Rayne might get more people educated on their food? 98. How might Rayne incorporate a new line of horse food in their product line?99. How might Rayne go about sponsoring the Kentucky Derby and hosting events?100. How might Rayne decide which colors/fonts/pictures to use in order to make their

site warming and more welcoming to potential customers?101. How might Rayne decide which food scientists they want to hire?102. Why pets might like Rayne food better?103. How will Rayne show customer loyalty? Free shipping on items more than $50?104. How might Rayne make other supplies for animals?105. How sending out free samples of treats, will bring new customers in?

a. Sampling of products always increases good/bad word of mouth. If Rayne hosted a dog show, the free treats could be given to the contestants, increasing reach while receiving feedback.

106. How might Rayne incorporate new leashes, collars, and toys in their loyalty program?

a. Do it on a point based system. For every dollar spent on Rayne products, 5 points could be earned. Once a certain number of points are earned, customers could have their choice of one of the listed prizes (a collar, a toy, a new leash).

107. How might Rayne get the Target Dog to appear in one of its commercials?a. What if Rayne got Target to make a huge building that incorporated a vet

clinic/where the Rayne therapy dogs live/ shelter?108. How might Rayne incorporate a line of T-shirts, jewelry, bracelets, and stickers

for vehicles to add to their product line?a. Rayne should study the "Life is Good" Tshirt brand. "Life is Good" incorporates

simple, colorful Tshirts that display a simple message with a man and his dog. A Tshirt line like that could be super popular.

b. Use puns on the Tshirts

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109. How might Rayne educate its buyers about the reasoning that they use alligator, kangaroo, and rabbit meat to make its products?

a. Use scientific research to back it up. b. Include pamphlets and brochures at vet clinics explaining how using these

ingredients helps aid in cat/dog health110. How might Rayne partner with veterinary medicine clinics across the U.S. to

explore better ways to market, package, and make the foods as healthy as possible?a. Look at the top selling dog food companies and review what their packaging

looks like 111. How might Rayne incorporate Rayne dog treats at popular beaches around the

U.S. so that their humans and dogs can enjoy treats together?a. Target beaches that are dog friendly and popular. The more pet friendly and more

popular the beach, the more sales they will have. Then, they could advertise with banners on planes.

112. How might Rayne develop its own cartoon about dogs and cats, so that it could target young mothers?

a. PawPatrol is one of the most popular cartoons for children right now. If Rayne does not have the funds to start their own cartoon, then they should find a way to be the sponsor for PawPatrol. And then air a commercial before/after each show and show the cartoon characters eating Rayne food.

113. How might Rayne add new dog/cat totes to their product line?a. Advertise it at Petco, PetSmart, put them in vet clinics.

114. How might Rayne add new shampoos, tick/flea repellant, and flea collars into their product line?

a. Since Rayne works closely with veterinarians and vet clinics anyway, incorporating tick/flea repellant to their product line could be very beneficial. When one would buy the dog food, the vet could recommend the product. Or you could make a combo deal.

115. How might Rayne go about making their logo popular? a. Car stickers? Billboards? Ads on different web pages? By Sponsoring a vet

clinic?b. All of these are great ideas. Put together a marketing team. Start making the ad

trendy via social media. Maybe putting billboards on a busy interstate is a good idea, but there is no way to measure reach. Anything that is quantifiable and measureable is the best way to go, starting off.

116. How might Rayne go about sponsoring rescue dogs, seeing eye dogs, police dogs, and therapy dogs?

a. Maybe Rayne could sponsor other companies... but what if Rayne had their own Dog Therapy Company that could allow dog therapy to those who are wounded soldiers, those who are sick in the hospital, those who have been wounded in the police force?

117. How might Rayne go about being the number one clinic in the U.S. and Canada? Will they have to reduce prices or change the way the food is marketed?

a. The product is good, and the prices probably cannot be lowered due to the fact that it is specially formulated; therefore, the best call to action would be to change how the food is marketed through an online, digital format.

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118. How might Rayne go about getting people from "Bike Billboard" to drive around on bikes with a banner advertising Rayne?

a. Contact the company, make a creative banner, and pay the company to ride around different beaches where the dog treats are served

119. How might Rayne give back to the community? Should they sponsor more shelters?

a. Sponsoring shelters is always a good thing; but what if Rayne made their own shelters?

120. How might Rayne go about having its own Therapy Dog program?a. Reaching out to children's causes that are in need of therapy and find what kind of

dog would suit their needs (big, small, hyper, calm) (St. Jude, Autistic children, special needs, children's hospitals)

121. How might Rayne go about making the most efficient website possible, incorporating lots of vibrant colors/pictures, while following the 16 quadrant rules of "heat maps" and "eye tracking maps"?

a. Reaching out to a digital marketing firm to help aid in the website; having a digital marketing team remake the website so that the website follows these rules; proper placing of content, digital marketing pins, and colors and images can help a customer make a buying choice; on the opposite side of things, an improper layout of a website can lead to a customer leaving the site early; that is why this is so important

Stage 3 - Clusters

Millennials:

1. How might we generate leads with Millennials?2. How might Rayne make a new meme that could be popular on the internet to reach

Millennials?3. How might Rayne incorporate television commercials on Hulu to generate interest

amongst Millennials?4. How might we create a Tumblr account to appeal to Millennials?

Marketing/Advertising/Campaigning:

1. How might we get a bigger budget? Marketing, advertising, digital campaigns?2. How might Rayne create 3D displays in stores like Petco and Petsmart?3. How might Rayne sponsor Kangaroo Jack in its commercials?4. How will Rayne get Oprah and Harry Connick, Jr. To host them on their shows?5. How will we get Grumpy Cat to appear on our show?6. How might Rayne implement more events with animal shelters?7. How much of Rayne's marketing will go to digital marketing in order to increase reach on

an online platform?

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8. How might Rayne make their T-shirts as popular as the "Life is Good" brand where the dog and owner are always together and happy?

9. How might Rayne raise enough money to send these dogs to space?10. How might Rayne come up with enough money to get their add to show in Timesquare?11. How might Rayne distinguish which famous artists to get to paint these? 12. How sending out free samples of treats, will bring new customers in?13. How might Rayne go about being the number one clinic in the U.S. and Canada? Will

they have to reduce prices or change the way the food is marketed?14. How might Rayne go about getting people from "Bike Billboard" to drive around on

bikes with a banner advertising Rayne?

Product/ Business Expansion:

1. How will Rayne market to exotic pets such as reptiles and birds?2. How might Rayne widen its product line to include a wider variety of items?3. How might we fund the equipment to further our expansion of other items?4. How might Rayne go about opening their own stores in the United States?5. How might Rayne make this clinic successful?6. How might Rayne go about making a restaurant where all dogs/cats are welcome on the

patio?7. How might Rayne afford taking on more sales representatives?8. How might Rayne incorporate dog treats in local coffee shops amongst the U.S. so that

dogs and their owners can enjoy treats together?9. How might Rayne incorporate a complete line of pet vitamins from prenatal to every day

health?10. How might Rayne create prenatal vitamins for breeding dogs?11. How might Rayne establish free standing stores with playground?12. How will Rayne incorporate dog treats in dog parks across the U.S. and Canada?13. How might Rayne come up with a dog/cat tote design that could be sold in vet clinics and

major pet stores (like Petco and PetSmart) across the U.S. and Canada?14. How might Rayne incorporate a children's healthy snack line into their product line?15. How might Rayne create a doggy water bottle for people who run with their dogs to keep

the dogs hydrated?16. How might Rayne have a yearly event at St. Jude's where they bring puppies and kittens

and other animals and put on shows for the kids that are there? [therapy dogs]17. How might Rayne create a new fast-food chain that has a playground for children and

pets with pet food/water stations and where the food is healthy for both kids and animals?18. How might Rayne design a clothing line for children incorporating animal designs, with

proceeds going toward their animal shelters19. How might Rayne make a Netflix series on the partnership with Tesla and the puppies

born on Mars?20. How might Rayne create the "new" Mr. Rogers show?21. How might Rayne get their products in the background in TV shows and movies?

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22. How might Rayne go about finding appropriate information to air on the Steve Harvey Show?

23. How Rayne might get more people educated on their food? 24. How might Rayne raise enough money to get renowned Keynote speakers to speak at this

Forum?25. How might Rayne incorporate a new line of horse food in their product line?26. How might Rayne make other supplies for animals?27. How might Rayne incorporate new leashes, collars, and toys in their loyalty program?28. How might Rayne incorporate a line of T-shirts, jewelry, bracelets, and stickers for

vehicles to add to their product line?29. How might Rayne incorporate Rayne dog treats at popular beaches around the U.S. so

that their humans and dogs can enjoy treats together?30. How might Rayne give back to the community? Should they sponsor more shelters?

Sponsorship:

1. How might we get Rayne to sponsor events at zoos?2. How will Rayne establish enough funds to accomplish their goals in their loyalty program?3. How might Rayne go about sponsoring sports teams by incorporating its logos on team's jerseys?4. How might we fund the equipment to further our expansion of other items?5. How might we get Rayne to sponsor the Puppy and Kitten Bowls6. How might Rayne become the official dog brand for military dogs?7. How might Rayne raise awareness to hold community park days for pets and children?8. How might Rayne incorporate an obstacle course similar to American Ninja Warrior for animals?9. How might Rayne go about being the sponsor for military dogs and appearing on their commercials?10. How might Rayne sponsor pets of their employees to help with their public relations?11. How might Rayne reach out to the NON pet owning community and encourage them to adopt a pet from the Rayne shelter?12. How might Rayne incorporate famous artists to paint murals across the country of their new logo in major cities? 13. How might Rayne raise enough money to help fund the Global PetFood Forum?14. How might Rayne raise enough money to get renowned Keynote speakers to speak at this Forum?15. How might Rayne go about sponsoring the Kentucky Derby and hosting events?16. How might Rayne go about sponsoring rescue dogs, seeing eye dogs, police dogs, and therapy dogs?

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Education:

1. How might Rayne become an expert in the dog and cat food industry by creating educational videos and readings?

2. How might we incorporate more educational videos and quizzes about the food sources in the dog and cat foods?

3. How might Rayne increase interest amongst vets coming straight out of college?4. How might Rayne sponsor a young, smart, and motivated vet student coming out of

college to run a Rayne Vet Clinic?5. How might Rayne go about getting multiple vets and food scientists together to do a

teleconference so that they can learn more about what the vets need for their patients and why they did not repurchase?

6. How might Rayne go about writing a nutrition textbook for veterinary clinics across the U.S. and Canada?

7. How might Rayne get more internship opportunities for students?8. How might Rayne decide which food scientists they want to hire?9. Why pets might like Rayne food better?10. How might Rayne educate its buyers about the reasoning that they use alligator,

kangaroo, and rabbit meat to make its products?

Partnership:

1. How might Rayne partner with vets to sell more of their products in animal clinics?2. How might Rayne partner with different pet insurance companies to help with the

payments for the more expensive foods?3. How might Rayne provide treats to the contestants of the Puppy and Kitten Bowls?4. How might Rayne go about hiring a professional photographer to showcase a dog's diet

over the length of eating Rayne's food?5. How might Rayne partner with organic food companies to help make their dog food more

health cautious and valuable?6. How might Rayne get Dr. Dee, Alaska Vet to increase reach throughout Canada and the

United States by getting Rayne food advertised on her show? 7. How might Rayne go about deciding where this vet clinic is located? U.S. or Canada, and

where in these places, near the headquarters, maybe?8. How might Rayne become the official dog brand for eye-seeing dogs and the blind

society?9. How might Rayne partner with Animal Planet and "The Incredible Dr. Pol" to showcase

their products to sick animals on the show?10. How might Rayne partner with schools in business schools across the U.S.?11. How might Rayne partner with national parks to create parks for children and pets all

throughout America and Canada?12. How might Rayne partner with BETA conventions, art colleges, and art programs across

the U.S. and host a competition of who could come up and paint the best logo for Rayne?

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13. How might Rayne partner with high schools in order to get their product talked about in the younger generation? And how might they get these kids to participate in the art programs?

14. How might Rayne partner with a NASCAR team to get their logo on a car?15. How might Rayne set up "Nursing Home Day" to help support the elderly's health in the

communities?16. How might Rayne partner with Toyota motor company to promote safe driving practices

for those who bring their animals in their car a lot?17. How might Rayne partner with Tesla to make a pet friendly Model X?18. How might Rayne partner with SpaceX/Tesla to send the first couple dog pairing and

have the first puppies born on Mars?19. How might Rayne get Bruno Mars to create the theme song for the Netflix series?20. How might Rayne partner with Paw Patrol and make an episode showcasing their food?21. How might Rayne partner with the Foundation of a Better Life to come up with a

commercial?22. How might Rayne get the Target Dog to appear in one of its commercials?23. How might Rayne partner with veterinary medicine clinics across the U.S. to explore

better ways to market, package, and make the foods as healthy as possible?24. How might Rayne develop its own cartoon about dogs and cats, so that it could target

young mothers? 25. How might Rayne add new shampoos, tick/flea repellant, and flea collars into their

product line?26. How might Rayne go about having its own Therapy Dog program?

Social Media:

1. How might Rayne start up a successful YouTube channel to bring in subscribers and viewers?

2. How might Rayne reach a larger audience across social media platforms?3. How might Rayne implement more contests on its social media platforms?4. How might Rayne advertise the contests on its social media platforms?5. How might Rayne gain a larger, authentic follower base on Instagram? 6. How might we go about creating scheduled social media posts for Facebook?7. How might Rayne incorporate infographics on Pinterest to educate its female target

market about their products?

Website/apps:

1. How might Rayne go about making its website more user friendly?2. How might Rayne get higher on the search engines?3. How might Rayne send out surveys to customers who did not renew after buying?

(website)?4. How might Rayne incorporate a chat option on their website to where customers that

have questions always have access to answers, 24/7?5. How might Rayne go about getting customers to send pictures of their before and after

photos, so that Rayne can post them on their blogs, social media sites, and website?

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6. How might Rayne create an app for nation-wide pet-sitting with young teens/college students being able to offer their time in exchange for a certain rate?

7. How might Rayne incorporate Call to Action pins in their website?8. With the Call to Action pins, how can Rayne incorporate an efficient landing page to

generate leads?9. How might Rayne go about creating eye-catching /relevant ads to incorporate on major

websites, search engines, and social media platforms such as Instagram, Facebook, Google, Yahoo, Bing, etc.?

10. How might Rayne decide which colors/fonts/pictures to use in order to make their site warming and more welcoming to potential customers?

11. How will Rayne show customer loyalty? Free shipping on items more than $50?12. How might Rayne go about making their logo popular?

a. Car stickers? Billboards? Ads on different web pages? By Sponsoring a vet clinic?

13. How might Rayne go about making the most efficient website possible, incorporating lots of vibrant colors/pictures, while following the 16 quadrant rules of "heat maps" and "eye tracking maps"?

Stage 3: Key Questions:

1. How might Rayne partner with SpaceX/Tesla to send the first couple dog pairing and have the first puppies born on Mars?

2. How might Rayne get a bigger budget? Marketing, advertising, digital campaigns?

3. How might Rayne implement a program to become an expert on pet health?

Stage 4: What’s the Answer?

Potential Solutions:

1. Potential solution 1: Partner with SpaceX to send the first couple dog pairing and have the first puppies born on Mars.

2. Potential solution 2: Rayne creates its own Dog Therapy program.

3. Potential solution 3: Partner with Paw Patrol and make an episode showcasing their food.

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Stage 5: Forge the Solution

Elements of your Target Future StatementYour potential Solutions (end result stage 4) 

 TFS element 1:The social media pages of Rayne are always up-to-date with fun advertising that catches their customer’s eyes.

 TFS element 2:Rayne's social media pages create lots of traction by posting new, exciting contests and content.

 TFS element 3:The social media content focuses on capturing Millennials, who are the main viewers on social media, attention and causing them to look into Rayne.

 Potential solution 1:Partner with SpaceX to send the first couple dog pairing and have the first puppies born on Mars

 Yes  Yes  Get Netflix on board to do a documentary of this expedition.

 Potential solution 2:Rayne creates its own Dog Therapy program

This program has ads weekly showcasing the top achievers of the week.

Yes Post cute pics of animals in the program with stories about their life.

 Potential solution 3:Partner with Paw Patrol and make an episode showcasing their food

Yes Yes Target Millennials who currently have children.

       We decided to pursue solution #1: Partner with SpaceX to send the first couple dog pairing and have the first puppies born on Mars and get Netflix on board to do a documentary of this expedition.

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POWER up Chart

P

- Creative- First animals on Mars- Red Bull has done something like this before

(their space commercial)- Articles/SpaceX President/Mars- SpaceX president has higher goals than Elon

Musk- GoPro Cameras have been used in Netflix movie

before- Bruno Mars is known to be adventurous- Dr. Evan Antin - thrives on popularity on

Instagram- Allows several companies to work together- Never been done before- Every company has something to gain from this

partnership- Huge marketing reach (Redbull space video,

Netflix audience, Bruno Mars, GoPro)

- SpaceX got permission to start building Mars spaceships in Los Angeles by Mayor on 4/16/18. Which means that they are even closer to their Mars expedition, making this project more reasonable for them.

- This could lead to Rayne being able to lower their costs, which will lead to a larger customer base

- Elon Musk can send his own dogs- "If this year has taught us anything, it is to think

big." - Gwynne Shotwell- Rayne dog food is the healthiest option for dogs,

so ideal food to bring for dogs in space- If successful, then will receive a lot of positive

publicity throughout news outlets

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O

- The animals do not survive - Too much money

- Not being able to get SpaceX on board- Evan Antin is not willing to partner with Rayne- Redbull does not want to partner with Rayne

- Technology is not advanced enough- Gwynne doesn't like dogs

- Rayne does not want to take such a crazy leap- Something goes wrong during trip to Mars

W

- Have more animals go (like cats) or exotics- DirectTV

- Hulu- Dog exercise equipment (treadmill)- Go to other planets as well

- Livestream parts of it- Create an app for fans to keep track of trip- Convince Redbull to partner with Space X AND

NASA- How can you get dogs to live in Mars? and train them?- Include cute, fun graphics in documentary- Many other companies might want to get involved if

this news gets really popular

E

- Get popular space geeks to tweet- First inhabitation of Mars- SpaceX president wants to inhabit

Mars NOW

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- GoPro wants to parnter with Netflix- Bruno Mars GOES TO MARS TOO- Dr. Antin adds millions of viewers

and buyers- More companies want to join in- Becomes a huge success and others

follow- Every company gains millions in

net worth- Gain more reach from all the other

companies who want to joing as well

- This project is able to be put to action within 2 years or less

- Increases sales by 1,000%- ELON MUSK GOES TOO

- GWYNNE GOES TOO- Rayne creates a human food line for

the Dr to eat also- EVERYONE IN THE WORLD

BUYS RAYNE FOOD. COMPLETE DOMINATION

R

- Send vets to Mars as well to make sure the dogs survive

- Find more individuals to invest in Rayne to raise more money

- Meet with SpaceX board several times to explain the positives of this for their company

- Offer Dr. Antin more money, or a year's worth of dog food for his vet office

- The technology is here

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- WHO DOESN'T LIKE DOGS- Then don't do something completely awesome and

just get a celebrity to endorse you LIKE EVERY OTHER COMPANY EVER

- Have many backup plans and emergency kits... If something terrible happens, make a documentary of what NOT to do

The Answer – Stage 5

By partnering with SpaceX and other companies to send dogs to Mars and have the first puppies on Mars, Rayne will gain brand awareness from everyone who hears of this project. Rayne can be known as not just a pet food company, but a company that is for the enjoyment of everyone. Netflix and GoPro will be the producers and creators of the documentary that will be released. Redbull will supply Dr. Evan Antin with energy drinks, not because he needs them, but because Redbull is known for being adventurous, so they will want to be a part of this project. This solution helps Rayne reach our target future for them because people all over the world will hear about this and want to know what it is about, which will bring Rayne in front of more potential customers’ eyes and attract attention to their website. People love anything out of the ordinary, so this plan will catch everyone's eyes and keep them on Rayne Pet Nutrition. 

If Rayne is to choose this course of action, several things need to be done in preparation for the final goal. First, Rayne will need to contact veterinarians to make sure dogs are physically able to make this kind of voyage. Second, Rayne will need to contact Dr. Evan Antin, Netflix, Redbull, GoPro, and SpaceX to pitch all of them this idea. Assuming most, if not all, of the companies agree to this, then Rayne will have to start brainstorming the best way to market this to its customers and to potential customers to raise awareness. The money needed will come from the partnering companies, Rayne, and possible crowdfunding. Two dogs will need to be selected closer to the time of the expedition. Before choosing the dogs, Rayne needs to contact several different dog breeders to see which one would like to be the one to donate the dogs, and in so doing will get spotlight on the documentary and Rayne's social media platforms. Once the dogs have been picked, money has been raised, and accommodations have been set, all that is left to do is going through with the plan. The end result will hopefully be met within 15 years. This is a risky plan, but if done properly, we truly believe Rayne will gain the awareness it desperately needs.

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Supplementary Research:

Bell, J. (n.d.). “Space exploration: Life on Mars.” Nature. https://www.nature.com/articles/497314a

Brueck, H. (2018). “SpaceX’s president may have even bigger goals than Elon Musk does – she called Mars ‘fixer-upper planet.’” Business Insider. http://www.businessinsider.com/spacex-president-gwynne-shotwell-ted-mars-is-a-fixer-upper-2018-4

Dohrer, E. (2017). “Laika the dog & the first animals in space.” Space. https://www.space.com/17764-laika-first-animals-in-space.html

Griffith, E. (2018). “SpaceX’s President is Thinking Even Bigger Than Elon Musk.” Wired. https://www.wired.com/story/spacexs-president-is-thinking-even-bigger-than-elon-musk/

McKeegan, C. (2017). “Meet Gwynne Shotwell, the Woman Who Could Take Us to Mars.” Marie Claire. https://www.marieclaire.com/c areer-advice/a28837/gwynne-shotwell- spacex-people-going-to-mars/

Nichols, M. (2017, May 3). “If we successfully land on Mars, could we live there?” Astronomy. http://www.astronomy.com/news/2017/05/could-we-live-on-mars

Roston, B. (2018). ‘’Netflix in Space project sends iPhone and GoPro 115k feet above Earth.” Slash Gear. https://www.slashgear.com/netflix-in-space-project-sends-iphone-and-gopro-115k-feet-above-earth-13523152/

TheVerge. “Elon Musk's Mars Colonization Event in 5 Minutes.” YouTube, YouTube, 27 Sept. 2016, www.youtube.com/watch?v=0agVZwux1Hs.

Welch, W. (2012). “Skydiver’s space jump pays off for RedBull.” USA Today. https://www.usatoday.com/story/money/business/2012/10/15/red-bull-skydiver/1635235/

Wellerstein, A. (2017). “Remembering Laika, Space Dog and Soviet Hero.” The New Yorker. https://www.newyorker.com/tech/elements/remembering-laika-space-dog-and-soviet-hero

“Why are we sending dogs to Mars?” (n.d.). SpaceX. http://dogtomars.space-x.co/

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