Business Models and Strategic Planning for Mad Paws Pet Services

This report presents a comprehensive business model and strategic plan for Mad Paws, a Sydney-based pet care service provider. It details the company's overview, strategic issues, and a business model canvas encompassing value proposition, customer segments, channels, customer relationships, key activities, resources, partners, cost structure, and revenue streams. A SWOT analysis identifies strengths, weaknesses, opportunities, and threats, while a value proposition canvas and four-action framework further refine the strategic approach. The report concludes with recommendations aimed at enhancing Mad Paws' market position and operational efficiency. Desklib offers a platform to explore similar assignments and study resources for students.

Running head: BUSINESS MODELS AND STRATEGIC PLANNING
Business models and strategic planning
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1BUSINESS MODELS AND STRATEGIC PLANNING
Executive summary
The subsequent report discusses a business model plan that shall help in establishing an
efficient operations for Mad Paws. Mad Paws is a Sydney based pet care service provider that
delivers a wide range of services for pet owners. In the following report a detailed business
model is discussed that would enable the company to determine distinctive operations area.
Furthermore, a SWOT analysis is conducted upon the company that shall enumerate the key
areas of improvement for the company. The four area framework is discussed in order to
consider the distinctive factors that may help in accelerating the success rate of the company.

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Table of Contents
Introduction................................................................................................................................3
Company overview....................................................................................................................4
Strategic issues.......................................................................................................................4
Business model canvas...............................................................................................................5
Value proposition...................................................................................................................5
Customer segment..................................................................................................................6
Channels.................................................................................................................................6
Customer relationship............................................................................................................7
Key activities..........................................................................................................................7
Key resources.........................................................................................................................8
Key partners...........................................................................................................................9
Cost structure.........................................................................................................................9
Revenue stream....................................................................................................................10
Business pattern.......................................................................................................................11
SWOT analysis.........................................................................................................................11
Value proposition canvas.........................................................................................................12
Four action framework.............................................................................................................13
Recommendations....................................................................................................................14
Conclusion................................................................................................................................14
References................................................................................................................................15

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Introduction
Mad Paws is a Sydney based pet boarding service company that provides the pet
owners a reliable and guaranteed place for accommodation of their pets. The company was
established in the year 2014 and since then it has expanded and developed to be a successful
pet care service company in Sydney Australia (Madpaws.com.au 2018). The company offers
services for pets such as cats, dogs, rabbits, guinea pigs. Besides providing shelter or
accommodations for pets, the company also offers a wide range of other pet related services
that makes the life of pet owners a lot easier. Dog walking, house visiting, pet day care, dog
grooming and training are some of the services that the company delivers to its customers
(Madpaws.com.au 2018). The company aims in providing the pet owners the most reliable
and convenient pet sitters for their pets when they are away. Mad Paws do business in a most
cruel-free way as they do not use any cages or kennels for the pets. They find the customers
the most caring and passionate pet sitter in the most suitable neighbourhood that would care
and love their pet.
In this report a business model is created for Mad Paws in order to initiate a
successful operation in to the pet care industry and further expand its popularity. From
identifying the key customer base to detecting the sources of revenue, a well thought out
business model is created for Mad Paws. Mad Paws have a good image in the market of
Sydney and thus, it already have an advantage in the competitive market. In order to further
accelerate its rate of success a business model along with a SWOT analysis is conducted. The
outcome of the analysis are then reviewed to construct suitable recommendations that would
increase Mad Paws image and popularity. The business model canvas along with value
proposition canvas is prepared for the purpose of understanding the customers and then
implementing strategic plans to satisfy the demands of the customers (Dudin et al 2015). The

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sources of revenue and resources are also identified so that the company could take the
suitable opportunity and ultimately take advantage of it to carry out a successful business.
Company overview
Mad Paws are a Sydney based company that offers a wide range of pet care services
to the needful customers. The company was inaugurated in the year 2014 and have made a
decent mark of its own in the pet care industry (Madpaws.com.au 2018). The company
mission is to provide a trusted and affordable neighbourhood suitable to the pet owners need
and deliver a carefree place for the pets. With this mission statement in context, the company
offers its customers a variety of services. The company provides a home for the pet owners
along with the option of finding a trustworthy and affordable pet sitter, in fact, the company
delivers grooming services for dog owners as well. Mad Paws is a complete package that
offers the pet owners quality services for their pets. One of the highlighting characteristics of
this company is that it ensures that a cruelty free and affectionate home is provided to pets
that do not use any cage or kennel for their accommodations (Madpaws.com.au 2018). This is
one of the reasons why the company is extremely popular among the locals and surrounding
areas of Sydney.
Strategic issues
Even though the company over the years have successfully achieved a decent
reputation of its own there are certain challenges that come in way of Mad Paws. Some of
these strategic issues are –
 Mad Paws is well known for its premium services in the competitive market
(Madpaws.com.au 2018). However, the charges applied for such premium services
are not up to the mark. Therefore, as the operating costs increases the prices of the
services remain the same and ultimately affecting the business.

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 The company have a fair amount success in the market and identity of its own.
However, it fails to emerge as a unique brand among the other competitors in the
market.
 Another challenge that the company faces over the period is setting up boundaries for
their services. This have a negative impact on their operating medium and ultimately
affects upon their business.
 Often the pressure to provide quality services to pet owners result in dissatisfaction
among the workers associated with the company. This gives rise to dissatisfaction in
them and the quality of services degrade.
Business model canvas
Value proposition
Mad Paws have a range of services and products that satiates the customers need.
Mad Paws is a pet care service company that provides pet owners the facility of pet sitting.
The company aims to simplify the life of pet owners and deliver quality experience to the
customers.
Value proposition statement – “Connect with one of our 14,481 pet sitters to love your pet
when you're not around”
Product/Services – The company provides its customers a range of services such as finding
the suitable pet sitter to providing accommodations to the pets. The company also delivers
dog grooming services, dog walking, dog training and services of pet sitting at the
convenience of the pet owner’s resident (Madpaws.com.au 2018).
Target market – The target market for Mad Paws are the pet owners that travel and other pet
owners as well.

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Primary benefit – Simplify the lives of pet owners by providing loving sitters. In addition to
this, the pet owners get assistance and resources necessary for their pets in the pet care
service that the company provides.
Pet owners belonging to age group 20 to 45 – Another broad group of target market can be
found in the segment of customers belonging to age group 20 to 45. It has been observed that
customers belonging this range of age group have a busy schedule and are unable to give
proper attention to their pets (McEachern & Cheetham 2013). Henceforth they seek out for
pet care services that provide them assistance in taking care of their pets.
Channels
For the purpose of executing its services to the end customers that are the pet owners
for Mad Paws, there are significantly two distribution channels. These are –
Official website – The official website of Mad Paws is the key channel with which the
business connects with its target customers. The website contains all the necessary
information and contact details with the help of which the company can post its details and
offerings on a broader platform. The customers can easily book an appointment or a service
for their pet. In addition to this, the website is equipped with feedback system as well that
helps to understand the company the needs of the customers in an efficient way.
Mobile apps – Mad Paws have also taken the initiative of expanding its distribution channel
on a broader level by introducing its personalised mobile app that are available for iPhone
and android users (White 2018). The mobile application further gives an opportunity for the
business to distribute its services to the end customers.

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Customer relationship
Mad Paws aims in maintaining a dedicated and long term customer relationship with
its customers. Since the company’s mission is to provide the pet owners a reliable and
affectionate pet care services, the kind of customer relationship that it aims is long term.
Long term – In order to establish a long term customer relationship the company takes
necessary steps in providing quality services. In addition to this, the employees of the
company have a recurring interactions with all their customers for the purpose of maintaining
long term customer relationship.
Dedicated assistance – In relation with establishing a long term customer relationship, the
company also aims in providing a dedicated assistance or guidance to the customers for
satiating the customer needs. Each customer is provided with a dedicated support individual
that helps in providing guidance to the pet owners in general. This type of relationship also
helps in developing a long term relationship with the customers (Kuo & Feng 2013).
Key activities
Based on the above mentioned factors the key activities that the Mad Paws must
perform are as follows –
 In order to attract the target market and various customer segments, the company must
advertise and promote itself on various platforms. Social media advertising is a great
way to execute this activity since it is easier to use and can reach a wide range of
customers as well (Okazaki & Taylor 2013).
 One of unique selling point of the company is to provide a loving and caring service
to the pets and therefore, the pet sitters along with other staff members involved
require proper training in order to sharpen their pet sitting skills. Henceforth,

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providing training session to all the staff members is another key activity (Elnaga &
Imran 2013).

Running head: BUSINESS MODELS AND STRATEGIC PLANNING
KEY PARTNERS KEY ACTIVITIES VALUE PROPOSITION CUSTOMER RELATIONSHIP
 Veterinarians
 Pet supply retailers Social media advertising and other Value proposition statement – Connect with The company aims to establish a long-term CUSTOMER
 Pet insurance advertising and promotional events. one of our 14,481 pet sitters to love relationship with their customers along with SEGMENT
Companies Training and development programmes for your pet when you are not around. providing a dedicated assistance. Basically
customers
enhancing skills of employees. Product/Services – Searching suitable that are new pet
Conducting background check of pet sitters pet sitters, providing pet homes, pet owners and customers
day care services and many more. ranging from age
KEY RESOURCES Target market – Pet owners and group 20 to 45.
Skilled staff members. specifically pet owners that travel. CHANNELS
Platform development. Unique factor of value proposition – Official website of Mad Paws.
Short term loan. Cages and kennels are not used by Mobile apps.
Madpaws in order to provide shelter for
the pets.

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COST STRUCTURE – Value driven cost structure REVENUE STREAM – Customers are the key revenue generators.

Running head: BUSINESS MODELS AND STRATEGIC PLANNING
 Another key activity that the company shall initiate is to run a background check of
the pet sitters in order to ensure safety of the pets and providing premium services to
the pet owners.
Key resources
The key resources of the company are the main assets that can further accelerate the
operating system of the business (Porter & Heppelmann 2015). These resources are
extremely necessary in order to execute a smooth functioning of the business. For Mad Paws
the following are the key resources –
 Staff members that are skilled to handle the pets along with it veterinaries are the key
physical resources that the company needs in order to deliver the services it aims to
provide its customers.
 Another key resource that the company must include or focus on is platform
development. The technological platform used for the distribution channels must be
upgraded.
 The premises of Mad Paws must be expanded and for such purpose the company
requires financial investments. The company could apply for loan so that it could get
the sufficient amount of financial support. This shall help in expanding the premises
of the company.
Key partners
The key partners provides the company with supplies and partners with the help of
which the business can operate effectively in the competitive market (Dijkman et al 2015).
Some of the key partners of Mad Paws are as follows –
 Veterinarians are one of the key partners that could provide the company with the
assistance and thus, help establish a day care service which the company aims to