Developing a Business Model for a Dog-Friendly Café

This report presents a business plan for a dog-friendly café, conceptualized by a student who won the lottery and envisioned a café where dog owners could socialize with their pets. The plan outlines the use of a business model canvas to strategize the café's launch and operations. It details key partnerships, activities such as interior design and dog-specific cuisine, and financial resources from the lottery winnings. Customer segments are identified, including walk-in and corporate clients, and value propositions focus on coffee variety and dog-friendly activities. The marketing strategy involves various channels, customer relationship building through hospitality and loyalty programs, and revenue generation through diverse offerings. Cost structures are discussed, including price-driven and value-driven strategies. The report also emphasizes the importance of legal partnership agreements, effective employee management, and competitive pricing to ensure the café's success and expansion through franchising.

Running head: TRANSCRIPT
TRANSCRIPT
Name of the student
Name of the university
Author note

1TRANSCRIPT
The first thought that came after winning the lottery was to set up a café where every
individual can come up with their dogs. This is because the owner of the café had a love for
the dogs and he always wanted to set up a café where the owners could come with their dogs
and they could spend some good time with their pet even in the café. This was the first and
foremost thought of setting up such café. This was a unique idea and was predicted to be
successful.
To open such café the essential strategy that was required was the business model
canvas. It was a venture of three partners and therefore, it required a proper planning for the
marketing of the café. The proper marketing would include the application of the business
model canvas which included the key partnerships, key activities, key resources, customer
segments, value proposition, channels, customer relationship, revenue generation and cost
structure.
The stakeholders of the café include the three owners of the café, the distributors,
suppliers and the franchise holders. The café is set to introduce the two other branches and
give franchisee to the other partners. While building a partnership, proper partnership bond
has to be maintained between the partners. The legal matters should be clear between the
partners. All the norms regarding the partnership should be mentioned in the legal partnership
bond so that there is no confusion regarding the conditions.
The first and foremost key activity includes the planning of a unique interior that
would consist of setting an area of activity for the dogs. The cuisine includes certain dishes
for the dogs. The menu card includes the dishes for dogs. The special food for dogs is
managed in the café.
The key resource that has been used in this case is the financial resource that has been
gathered from wining a lottery. The entire portion of the prize money has been invested as a

2TRANSCRIPT
fund in the setting up of the café. The next step was to search for the efficient cook and
skilled workers who could attend the customers. The workers who needs to look after the
customer needs to be good in hospitability and such workers were who knows the way to
treat the dogs in order make the owners of the dog feel good and the dogs feel comfortable
and home like in the café. The cooks were hired who were specialized in making the cuisines
for the dogs.
The next essential element required was the customer segments. The café created a
distribution channel. There have been walk-in customers who were 60 to 70 in average per
day. The unique feature of bringing pets into the café attracted would attract many customers.
Apart from this the strategy of supplying corporate breakfast made the customers attracted
towards the café. The value brand recognition of the café is predicted to increase because of
this factor.
The value proposition of the café needs to focus more on the variety of the coffee and
to increase the range of the types of coffee. The quality should be maintained so that it may
be able to attract more customers. The café intends to organize some games and some other
interesting activities for the dogs that can attract more customers. The proposition can include
some special dishes of bones and meat for the dogs. For every individual it includes some
special dishes and there is more variety of coffees and snacks.
The promotion of the café is essential process and the channel is therefore a necessary
process for making the café popular and famous. The advertisement can be done through
various marketing channels. The after sale service is also an essential process. The feedbacks
from the customers should be taken after each visit of the customers. The most demanding
popular recipe should be focused on and some special discounts should be offered for the
same.

3TRANSCRIPT
Building a customer relationship is an essential process. The café requires efforts win
the taste of the new customers. It should develop schemes to hold the old customers. The
hospitality offered to the customers and their dogs must be of the best quality. The
environment of the café is designed in such a way that it will be loved by the customers as
well as their dogs.
The generation of the revenue is however the most vital and the most tuff process. In
this case the revenue has been generated from the monetizing of the business. The café
intends to go beyond the cost of a cup of coffee to consider the special afternoons of the
customers, the loyalty reward programs and the special discounts for the dogs as well as for
all types of customers. It includes the lending out of the machines. In this case the revenue
was generated from the prize money achieved by winning the lottery. The café offers special
offer on one time dish to the patent customers. The one time offer includes the breakfast,
lunch and dinner. The cost of coffee and the meals should be minimized and the
advertisement cost should be increased by the café. The advertisement should be done in
huge scale and the café should consider the spending a proportion amount of the revenue in
the advertisement.
The formulation of the cost structure is an important strategy that has been adopted by
the café. The cost structure of the café includes the price driven factor which includes the
competition on price with the rival cafes. The café wants to keep the price of the menu lower
than the other cafes so that they can attract more customers. It also includes the value driven
cost. It includes the concentration of the non price factors such as the brand, service, quality
and uniqueness. The good quality of the foods would increase the brand name of the café and
would in turn increase the revenue of the company.