Happy Tails Business Plan: Holistic Pet Care Services in Birmingham

This business plan outlines Happy Tails, a company aiming to meet the increasing demand for holistic pet care in the UK, particularly in Birmingham. Happy Tails will offer massage therapy from certified therapists, personalized consultations, and organic supplements tailored to individual pets' needs. The plan details the company's mission and vision, marketing and operational strategies, financial projections, and a TOWS analysis. It emphasizes the growing trend of pet humanization and the willingness of owners to invest in their pets' well-being. The business intends to differentiate itself through personalized diets, specialized massage services, and a focus on cats, dogs, rabbits, and turtles, addressing a gap in the market. The plan includes e-commerce marketing, weekend workshops, collaborations with local veterans, and community engagement to build brand awareness and attract customers. Financial projections for the next year and future plans are also discussed. Desklib provides access to similar business plans and solved assignments for students.

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Business Plan

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Executive Summary
The aim of Happy Tails business is to address the growing demand for holistic pet care in the
UK. Pet owners are willing to invest in the relaxation of their pets. With effective massage
therapy, the overall health of the pets is improved. There is a lack in providing holistic care for
pets in the market of Birmingham city. Happy Tails would fill the gap by providing massage
therapy from certified therapists. Personalised consultations for individual pets are not
available which are demanded by the pet owner as known pets are considered family
members rather than just a pet. Happy Tails provides organic supplements and a personalised
diet to individual pets based on age, breed and environment living for their good health. In this
report, a business plan is discussed considering the mission and vision of the company,
marketing plan, launch plan, operation plan, financial plan and TOWS analysis to get an
overview of the business plan with its feasibility. Projected revenue, expenses, profit and loss
and cash flow are analysed for next year and plans to be incorporated for the next 3 years are
discussed in the report.

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Table of Contents
Executive Summary ....................................................................... 2
Introduction .................................................................................... 4
Description of the business ............................................................ 5
Happy Tails ................................................................................. 5
Mission........................................................................................ 5
Vision .......................................................................................... 5
Product and Services ..................................................................... 6
Services ...................................................................................... 6
Products ...................................................................................... 6
Market Analysis ............................................................................. 7
Competitors ................................................................................. 8
Business Execution ........................................................................ 9
Marketing Plan ............................................................................ 9
Operations Plan ........................................................................ 10
Financial Plan ........................................................................... 11
Launch Plan ................................................................................. 15
TOWS Analysis ............................................................................ 17
Strength .................................................................................... 17
Weakness ................................................................................. 17
Opportunities ............................................................................. 18
Threats...................................................................................... 18
References .................................................................................. 20
Appendices .................................................................................. 21
Business Model Canvas ............................................................ 21

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Happy Tails
Introduction
With the change in the attitudes of people especially the younger generation towards their
pets. Now, pets are considered as one of the family members and the best care is provided
besides just taking them for a walk in the garden and providing food. There was a massive
increase recorded after the pandemic in pet ownership, it jumped to 62% from 47% in 2022.
This massive increase had two effects on the consumer perspective. Firstly, owners are now
willing to spend more on their pets with proper care (Richter, 2023). Secondly, they are now
focusing on providing a wide range of treatments, remedies and diets for their pets. This helps
pets to proactively improve their overall health and well-being and not only reactive care. This
area of business is considered a new golden opportunity for business in the UK with a huge
growth rate due to increasing demand. The increase in single-person households, couples
without kids, empty nesters, and the increasing ageing population all contribute to shifting
attitudes towards seeing pets as a members of their family. As per Statistic research in 2022,
around 50 per cent of dog and cat |owners in the UK called their pets members of the family,
while only 6 % of them denote them as “just a pet” (Aiello,2023). With the increase in
humanisation among owners their desire to treat their pets are members of the family. For
example, currently, owners are more interested in knowing the ingredients and health benefits
of the products they are buying for their pets (Shoesmith et al.,2021). Similarly, they are
focusing on providing conventional veterinary care for the mental and physical well-being of
their beloved pets.

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Description of the business
Happy Tails
Happy Tails is a company which provides holistic pet care to owners by providing pet massage
which is important for the overall growth and health of the pets. With that pet care organic
supplements will also be provided to the customer. All the supplements and multivitamins
would be in gummies and chewable form which makes it easy for owner to provide their pets.
Personalisation of individual pets with their required diet and massage would be provided by
company experts which would indulge the overall health of the pets. From ancient times,
Massage has been used for therapeutic purposes by humans and animals. Its benefits are
documented in our culture from Egyptian times to Phoenicians to Greek to Roman even in
current times. It is considered noteworthy that in the first book of Humans and Veterinary
Medicine, an entire chapter was devoted to the usage and benefits of massage therapy. Pets
Massage helps to rejuvenate, soothe and heal your pet’s body (Kogan et al.,2021). There are
licensed and certified animal massage therapists working with us. Every trainer is certified by
the National Board of Certification for Animal Acupressure and Massage (NBCAAM) (Binfet
and Struik,2018).
Mission
Happy Tails is committed to keeping your pets happy and healthy. By offering a wide range of
therapies and supplements through personalisation and home consults treatment plans are
designed for individual pets as per their requirements. We are closely connected with
veterinarians to ensure their best possible care with our different products and massage
services.
Vision
Happy Tails Vision is to provide effective, affordable massage therapy for home pets all over
the UK by having the best massage providers in their team. Happy Tails is committed to its
core values of consumer protection, and animal welfare maintaining law and professional code
of conduct and delivering the best service to owners and their pets with our veterinary
practices.

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Product and Services
Services
All household pet massages are given by an expert with a wide range of different massage
options such as
· Manual Lymphatic Drainage.
· Myofascial Release
· Reiki
· Manual Ligament Therapy
· Stretching and strengthening workshops
· Home services of massage and pet care weekly
· Day-care of pets during their illness and vaccination procedures follow-ups.
Products
Pet supplements in a gummy form which are organic and improve the overall health of the
pets such as
·Canine Muscle Formula
·Feline Muscle Formula
·Vibrational spray for support, well-being, relax purposes.
·Large sensory Mat
·Iceberg Sensory Mat
·CBD
·Omega 3 fatty acids gummy supplements
·Proteins and peptides chewable supplements
·Probiotics supplements
·Vitamins and Minerals gummies
Personalisation in their vaccination follow-ups and care with the growing age of the pets are
also provided.
Personalisation diet plan for the pet as per their body requirements with proper nutrition plan.
Different packages of services one day, weekly, monthly and yearly are provided to the
owners.

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Market Analysis
As of 2022 Global pet herbal supplements data market size was $808.5 million which is
expected to increase to $1.77 billion from 2023 to 2030. This comes to a CAGR growth rate
of 10.4% (Richter, 2023).
In 2022, Minerals and 0multivitamins supplements were dominating the market with more than
29% of market share in their segment. CBD Supplements are expected to grow faster with
around 11% in two to three years (Aiello, 2023). CBD is used as a support of cerebral
stimulation by reducing boredom and helps ease anxiety so that pets are satisfied and happy
with changing environments. Growth in the demand for proteins and probiotics, omega-3 fatty
acids and peptides supplements are seen in the market (Glanville, Hemsworth and Coleman,
2020).
Considering consumer spending on their pets and related products for pets in the UK grew
182% from 2005 to the current year (2023). It has a market size of more than £9.89million
(Richter, 2023).
Currently, in the market products such as Health supplements, CBD and multivitamins are
flourishing and providing new market entrants to enter the market with unique products as
buyers are ready to pay for their benefits and uniqueness. Gummies and chewables are
considered as best performers in the market with more than 32 per cent of revenue share in
2022 from all the products for pets (Aiello,2023). Exploration in this category would provide
profitable business with the massage.
The biggest trend is of Personalisation of pet diets and their supplements which include
probiotics, food, and vitamins which are given according to age, lifestyle of the pet and breed
which is considered to be more effective to them than one approach for all (Lelek,2021). This
personalisation would help the company to be different and unique from other companies in
the market and provide a competitive advantage to the company.
There are very few companies that provide pet massage and personalisation diets to the pets
in UK. Birmingham City where the first start-up program would be started has no companies
providing all these services for pets.

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Happy Tails would provide services for Cats, Dogs rabbits and turtles whereas currently,
services are available for dogs only.
Competitors
Chilliwawa company provides Reiki sessions for dogs and their owner. It helps dogs and
owner reduce their anxiety level and enhance the healing process from diseases to dogs. Only
limited dog categories are taken by them and long term is required to benefit from the process
(Lelek,2021) .
OxyPet is a product-providing company for pets by improves pet health through the power of
oxygen. OxyPet provides spring water which infuse 700 per cent more oxygen, in Nano
bubbles form than tap water provides (Vincent, Mamzer and Farkas,2020). It helps in
improving digestion by removing waste from the pet's body and increasing the immune
system.

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Business Execution
Marketing Plan
E-commerce Platform
E-commerce platform would be used for marketing and promotion of Happy Tails as an e-
commerce platform is the best way to connect with people through different applications and
provide them with knowledge of our services. Identifying and Connecting with potential
customers is the first step which would make easy with the usage of an e-commerce platform
(Eyre,2016). Through pages, posts, stories and other media of social networking would be
used to aware of the benefits of massage and services provided by the company.
Workshops
With that weekend workshops in the parks, shopping centres or main city areas would be
conducted on the relief pets get with massage therapy and organic supplements (Pyles,2018).
Free massage would be provided to a few pet visits around workshops to attract an audience
towards our services.
Connecting local Veterans
Collaborating or connecting with the local veterans provides potential customer data and even
veteran shops advise owners regarding the benefits of the massage and supplements
provided by the company for different pets with personalisation services (Gardner and
Mcvety,2017).
Community Activities
Joining or attending community activities of saving and caring for animals provide potential
customers as activities of the community are increasing and followers are also taking more
interest in saving animals and providing them proper care and food (Shojai,2018).
The major focus would be developing awareness and customers for the company by
connecting with them personally and virtually in parks and on e-commerce platforms.

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Operations Plan
First location: Birmingham City
This city is my home town and I am aware of the environment and culture of the city which
would make it easy for me to start up a business and the earlier phase I would be working
from my house until a definite set of customers are not connected mainly two month then
home services would be provided to the customers. The first two months would be focusing
on market development and connecting with potential customers.
Employees of the company
Certified employees (Canine Massage Level 3 Diploma) would be taken. Initial 1 employee
would be hired then as per requirement another employee would be hired. Joining in
Association of Complementary Animal Therapies (ACAT) would be beneficial in providing
credibility to owners. For the Initial 2 months experts in massage with the degree would be
interviewed and training would be provided for all pet care (Shoesmith et al.,2021).
Licensing process
The licensing process would start from the initial for conducting the business of pet care.
Without the approval of the licensing from the government, business would not be legally
undertaken and market awareness would be focused (Aiello,2023).
Administrative Staff Member
This Staff Member would be responsible for the management of logistics, scheduling
appointments and providing the best customer service. All the appointments would be handled
by them from booking appointments to communicating with the clients. They would ensure
that the operations of the business are running smoothly (Vincent, Mamzer and Farkas,2020).
The focus would be on building a long-lasting relationship with the clients and becoming a
trusted massage provider for their pets.

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Financial Plan
The UK government provides funding to start-ups, for the initial investment form for funding
for the government would be approached with proper document requirements. Else savings
would be used and loans from external sources would be taken for the expansion of the
business whenever required.
Funds Required for
Hiring and training certified Therapist
Developing website and application
Marketing and promotion Expenses
Operational Expenses
Asset purchases such as Vehicles for home care, Equipment for massage therapy
For a month or two until we get many customers, the operation would be carried from the
house or home services. After that, a rented place in the centre area of the city would be taken
to manage more customers and increase services and product portfolios.
Revenue Generated
Fees charged for Massage Therapy
Sale of Massage products
Sale of supplements and foods
Fees are determined based on the market rates for different types of massage therapy.
Milestone Happy Tails would achieve in years of span
Establishing a Pet massage unique business in Birmingham City, UK.
Building loyal customers by providing high-quality services to them.
Expansion of business in nearby cities of Birmingham.
Collaborate with pet veterans for referrals and become a trusted provider of pet care.
Increase revenue by 20% year on year.
Maintaining a Net profit margin of around 15% for the next two year
Investing in the assets and maintaining infrastructure and eco-friendly environment for pets.
Sale Forecast

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We have targeted that on average 10 massage therapy is given every week and every year
an increase of 20% in Number of massage therapy would be there. The sale of supplements
and massaging tools will also increase at the same pace every year.
Sale’s Forecast for 2024, 2025 and 2026 years.
Particulars 2024 (Units) 2025 (Units) 2026 (Units)
No. of massage
therapy given
520 (52week*10) 624 (52*12) 728 (52*14)
Supplements sales 156 (52 week *3) 208(52*4) 260 (52*5)
Massaging tools sale 104 (52 week *2) 156 (52*3) 208 (52*4)
Expenses
Both Start-up costs and operational costs are mentioned below to start the Happy Tails
Business.
Start-up Costs
Particulars Amount
Licensing and certification process for business $100
Insurance $250
Website and application building up $150
Equipment $800
Vehicles $2500
Total $3800
It is initial requirement which would increase as expansion take place in the business.
Operational costs
Particulars Amount
Transportation $250
Fuel Expenses $500
Rent $1000
Training Employee $700
Marketing and Adversting Expenses $400