Business Model Canvas: Downy Vacation Animal Care Services in UK

This report presents a comprehensive business plan for Downy Vacation, an animal care facility designed to provide care for pets across the UK. It addresses the needs of pet owners who frequently travel and require reliable temporary homes for their animals. The plan includes a detailed Business Model Canvas (BMC), outlining key partners, activities, resources, value propositions, customer relationships, channels, customer segments, cost structure, and revenue streams. The report also incorporates a peer group reflection, detailing discussions with UK Pets company, a similar firm, and their feedback on the business model, go-to-market strategy, and potential challenges. Finally, the report includes a concept improvement reiteration, reflecting on the peer feedback and suggesting methodological and substantive changes to enhance the business plan's effectiveness and profitability.

CREATING YOUR BUSINESS
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Contents
Introduction:..........................................................................................................................................3
1. Original business concept:.................................................................................................................4
2. Peer group reflection:........................................................................................................................8
3. Concept improvement Reiteration:..................................................................................................11
Conclusion:..........................................................................................................................................15
References:..........................................................................................................................................16
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Introduction:
In the modern scenario, it is crucial that the individuals need to have a decent knowledge of
the business activities and the ways in which the individuals could fruitfully run and generate
the business. In the task below abusiness model, Canvas will be provided for creating the
business and generating ways in which it could be developed fruitfully. The BMC would be
needed to develop a geographical visualisation of the concept. The 9 core elements of the
BMC would be developed and explained in the task. A self-reflection would also be
discussed in the task of showing the ways in which the plan was successfully generated. At
the end of the task, the section would be incorporating an iteration of the BMC diagram that
has been taking the accounts which would be incorporating the methodologically and
substantively.
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1. Original business concept:
Business summary:
Downy vacation is an animal care facility that provides care of the animals all over the UK as
the pet owners in the UK are often away from their homes which make it difficult for them to
take care of the pets. Downy Vacation will be providing an online as well as offline platforms
to interact with other pet lovers where the owners could find temporary homes for their pets
and they could ensure their peace of mind at the time of travelling.
Business Model Canvas:
Title: Downy vacation
Key Partners:
Business personas
Old age people
Frequent
travellers
Individuals
working in
travelling
agencies
Animal lovers
Local veterinary
doctors
Key activities:
Marketing
Selling animal
products
Care of animals
Handling pets
when clients are
overseas
At the time of
animal rescue
Value
propositions:
Inbound content
Management of
platforms
Marketing
Customer
feedbacks
Customer service
Providing care of
pets when owners
are out on travel
Customerrelation
ships:
Mass customized
Travel agents
Professional
Client
management
Customer
segment:
Causal
travellers
High end
travellers
People shifting
from one place
to another
Individuals
seeking
vacation
Key resources:
Animal lovers
Comfortable
Infrastructure
Websites
Ventures
Key channels:
Television
Social media
Radio
Websites
Affiliates
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Dog walkers
Volunteers
Animal product
suppliers
Hoardings
Cost structure:
Marketing costs
Infrastructure
Website development
Human capital
Salaries
Platform development
Managing staff
Verifying animal products
Revenue streams:
Pet insurance
Dog collars or other products
Private cab companies
Google AdSense
Sales to dog owners
Partnership to earn profit margins
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The 9 core elements of Business model canvas:
Key partners:
The key partners for the business are old age people, frequent travellers, animal lovers and
other such business persons who are on regular travel without any backup for their pets. The
business would assist the business people and other such individuals to take care of their pets.
Key activities:
The key activities for the business are to market their offers and sell the business products
along with it. The business leads to taking care of the animals and handling the pets when the
individuals are on vacation. There is a frequent requirement of places where the animals
could be kept at the time of rescue which could be provided by the downy vacation (Masulis,
et. Al, 2017).
Key resources:
The key resources of the business are the animal lovers, websites, ventures and the
infrastructure which should be as per the comfort level of the animals and should contain all
the necessary products for the animals. The animal product suppliers are also needed to be
engaged as the key resource.
Value propositions:
The value propositions for the business is the inbound content, management of various
platforms, marketing the customer feedbacks, services to the clients and providing the care to
the pets at the tie when individuals are travelling.
Customer relationships:
The relationship of the customer in the business is of mass customized, and professional. The
travel agents are also a part of the business and the customer relationship of business is about
managing the client’s in a decent way. The relationship with the customer could be
established with the assistance of providing key services to the customers and managing a
great platform for them and their needs.
Key channels:
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The key channels of the business are television, radio and apps where they could search the
clients as well as advertise their services. All the platforms for the business could be
developed and engaged so that the business could lead to developing their efficiency and
levels. Websites and social media can also be utilised as a part of their key channels for
providing services (De Ancaand Vega, 2016).
Customer segment:
The customer segment for the business is of casual travellers, high-end travellers and
individuals who have been working on the various platform and travel more often and
couldn’t take care of their pets. The individuals who have been planning a vacation are also
taking the services for their benefits.
Cost structure:
There are diverse kinds of costs that are incorporated at the time of developing and running
of the business, the chief costs for the business are such as of marketing and infrastructure
which should be as per the requirements of the pet owners. The business also needs to pay the
salaries as well as develop the platform for their staff members.
Revenue streams:
The revenue streams of the business are through providing insurance of the pets, selling the
animal products and doing a partnership with the various firms so that the profit margins
could be enhanced, and the business could increase it to new levels (Valocchi, et. Al, 2014).
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2. Peer group reflection:
The reflection has been carried out based on the Downy vacation which is an animal care
company that assist the travellers and other individuals in taking care of the employees, the
reflection will be discussing the conversations with the peer groups at the time of their
travelling. The pre-selected group for the discussion is UK Pets company which is a firm
working with similar animal services such as pet insurance, animal products and other animal
care ranges. The discussion was carried out online as well as on the offline platforms. The
discussion started with the brief introduction about the idea and its generation, the business
concept was about the present offerings into the market which are usually not available in the
market due to which they have to face diverse problems which could result in higher
generation of clients who are in need of such kind of services (Tukker and Tischner, 2017).
I told that the company has a competitive edge as it is an economical solution that has been
providing the solutions to the problems that are highly reliable. The vast size of the market in
the UK is highly profitable as more than 40% of individuals have been owning pets and there
is a continuous requirement of travelling to newer locations for the services or other
purposes. We told UK pet company that the team of Downy Vacation consists of highly
professional entrepreneurs who know the functions of the company and the way I which they
have can operate it towards profits. There are many reasons for the starting of this service in
the market of the company. With the peer group,the discussion was started by the chief CEO
who started a discussion about the business model and value chain of the company. The
business model of the company started with search, then listing of pets, the creation of
accounts and at last visits. The shortlisted of the companies are in the teams of additional
service offerings, communication transactions, searching for verified animal care places and
the further taking the reviews and ratings (Angeli and Jaiswal, 2016).
The business of Downy vacation could be divided into two platforms which consist of the pet
owners who are willing to leave their pets at the time of travelling and other are for the pet
lovers those are willing to take care of the pets. The pet lovers and owners both could sign up
freely on the online platforms of business and then further look for their particular needs. The
service would also assist the pet owners to have a decent conversation with the pet lovers. At
the stages of the transaction, the owners could track the care of their pets through other video
conferencing services provided. The market summary was also provided to the peer group of
The UK pet company where they were said that the market size of around million individuals
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hasalmost pet. I told the peer group that the pet owners spend around £ 14.9 billion each year
while taking care of their pets (Spence, 2016).
The pet industry of the UK has been increased by almost 12 % which is swelling to around 4
billion. We told the peer group that we will also be providing and advertising the business
through offline platforms. Flyers will be distributed, and hoardings would be kept for making
the business grow. The peer group of UK pets company was certainly more interested in
knowing about the go to market strategy which we were going to utilise for setting the
business in the market. The strategy would be starting with empathy on the first month which
incorporates of the challenges and the difficulties that are faced by the users will be solved,
the second will be of stickiness were the challenge would be of creating the basic audience
for the business and this stage will be starting to receive the neighbourhood population
(Wilkin, et. Al, 2016).
The third part will be of virality where the challenges would be to uplift the growth rate and
implement the premium subscriptions, this will be incorporating the stages such as the launch
of services across the whole globe by uplifting the activities of marketing. The last step
would be of Scale where the challenge would be of further expanding the business to new
levels and the stage would be incorporating of the expanding to the depths of UK and
knowing the clients as well as creating the awareness about the services that they provide and
know about the thoughts of people that they think about the products. The peer group liked
the go to market strategy of our group but hesitated at the time of speaking about the
platforms that we were going to advertise our products on and the ways in which we could
get attached with the individuals of business. The peer group provided various
recommendations for the activities of business and the ways in which we could uplift the
business activities (Stanley, et. Al, 2014).
We also discussed the milestones with the business owners where they assisted us in knowing
about the best ways through which the milestones could be achieved and the sectors where
the business could generate higher profits at a shorter period of time. Some of the points that
were covered in the Business canvas Model where also reviewed by the peer group where
they suggested the best methods to enhance that certain elements, all the nine core elements
of the business were discussed among them. The concerns and issues that were received were
on the cost structure of the business according to which we were spending higher on
distributing the animal products rather than ensuring their originality (Piyaraj, 2017). There
are certain situations which could also create a blockage if not included which were covered
by the peer group of UK pets company. The peer group provided with the critical and ethical
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discussions which could assist in developing the business. The resources that can affect the
performance of the business were also discussed with the peer group. The discussion ended
with the positive points which were in favour of the business. The overall concept and the
strategies were liked by the peer group and they provided their best support to carry on the
business forward (Kanimozhi and Devi, 2015).
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3. Concept improvement Reiteration:
After the discussion with the Peer group of The UK pets company there were certain points
that were redesigned so that they could cover up the concepts of the business and could assist
in developing a new Business canvas Model which would be covering all the left out options
and areas that were vital to be covered so that they could assist in developing the business
effectually.
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Improved Business canvas Model:
Title: Downy vacation
Key Partners:
Business personas
Old age people
Frequent travellers
Individuals
working in
travelling agencies
Animal lovers
Local veterinary
doctors
Animal researchers
Key activities:
Marketing
Selling animal
products
Care of animals
Handling pets
when clients are
overseas
At the time of
animal rescue
Value
propositions:
Inbound content
Management of
platforms
Marketing
Customer
feedbacks
Customer service
Providing care of
pets when owners
are out on travel
Customerrelations
hips:
Mass customized
Travel agents
Professional
Client management
Customer
segment:
Causal travellers
High end
travellers
People shifting
from one place
to another
Individuals
seeking vacation
Key resources:
Animal lovers
Comfortable
Infrastructure
Websites
Ventures
Dog walkers
Volunteers
Animal product
suppliers
Key channels:
Television
Social media
Radio
Websites
Affiliates
Hoardings
SEO
YouTube
advertisements
Cost structure: Revenue streams:
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Marketing costs
Infrastructure
Website development
Human capital
Salaries
Platform development
Managing staff
Verifying animal products
SEO employees
Regenerating websites
Virtual conferencing setups
Business conferences
Pet insurance
Dog collars or other products
Private cab companies
Google AdSense
Sales to dog owners
Partnership to earn profit margins
Online sales
Animal toys
Providing animal trainings
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The improved sections of Business canvas Model:
The improved points in the Business canvas Model as per the recommendations and reviews
of the peer group were in the sections of key channels were the distribution points were not
enough to market the business so the new points that were incorporated for the purpose of
marketing the business were YouTube and SEO which could assist in getting the business on
track and upgrading the firm in terms of social influences. The other section that incorporates
the additions was about the cost structure which had certain less cost added which could lead
to a barrier in the effective works of the business and also to the effectual running of the
procedures. The added cost was of SEO which is very much crucial for the aspects of the
business so that the website of the business could rule the internet and all the individuals that
have been searching for the services could get the result on top. It is also crucial to setup the
virtual conferencing so that the owners of the pets could interact with the business owners
and pet caretakers.
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Conclusion:
As per the report completed above, it could be concluded that there are certain barriers at the
time of creating the business. In the task, a business Model canvas was made and the
description of its 9 core elements was done so that they could provide an image of the key
elements of the business. The nine core elements incorporate of partners, activities, value
proposition, resources, customer relations, channels, customer segments, costs and the
revenue streams. At the second part of the assignment, a reflection was provided about the
feedbacks that were collected from the peer groups such as of UK pets company. In partthree,
a Business canvas Model was remade which incorporated of all the ways in which the
business could uplift its capacity as well as the performance.
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References:
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new Business values. Springer.
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and Satisfaction towards Pet Store. Intercontinental Journal of Marketing Research
Review, 3, pp.14-24.
 Masulis, R., Pham, P. and Zein, J., 2017. Why Do Family Business Groups Expand by
Creating New Public Firms? The Role of Internal Capital Markets.
 Piyaraj, P., Pet-hoi, N., Kunanusont, C., Sangiamsak, S., Wankijcharoen, S.,
Kanjanakornhirun, J., Kritsanapraphan, V., Chumai, S. and Boonma, P., 2017.
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BANGKOK MEDICAL JOURNAL, 13(2).
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theory. Business & Society, 55(1), pp.23-55.
 Stanley, I.H., Conwell, Y., Bowen, C. and Van Orden, K.A., 2014. Pet ownership may
attenuate loneliness among older adult primary care patients who live alone. Aging& mental
health, 18(3), pp.394-399.
 Tukker, A. and Tischner, U. eds., 2017. New business for old Europe: product-service
development, competitiveness and sustainability. Routledge.
 Valocchi, M., Juliano, J. and Schurr, A., 2014. Switching perspectives: Creating new
business models for a changing world of energy. In Smart Grid Applications and
Developments(pp. 165-182). Springer, London.
 Wilkin, C.L., Fairlie, P. and Ezzedeen, S.R., 2016. Who let the dogs in? A look at pet-
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109.
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