VI. Marketing Plan
This Section's Contents
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The [Company Name] Brand
The [Company name] brand will focus on the Company’s unique value proposition:
- Client-focused dog daycare services, that treat each pet individually with excellent care
- Superior, customized service built on long-term relationships
- Proven track record and expertise in the industry
Promotions Strategy
Referrals
[Company Name] understands that the best promotion comes from satisfied customers. The Company will encourage its customers to refer their friends and neighbors by providing a referral discount each time a new client schedules and pays for the first day of care. This strategy will increase in effectiveness as the business grows.
Internet
[Company Name] will invest resources in two forms of geographically-focused internet promotion—organic search engine optimization and pay-per-click advertising. The Company will develop its website in such a manner as to direct as much traffic from search engines as possible. Additionally, it will use highly-focused, specific keywords to draw traffic to its website, where potential clients will find a content-rich site that presents [Company Name] as the trustworthy, well-qualified dog daycare business that it is.
Publications
[Company name] will place print advertisements in key local publications, including newspapers, area magazines, and local event booklets. Additionally, the Company will print brochures and place them in specific locations frequented by target individuals, such as supermarkets, pet stores, and veterinary offices.
Pricing Strategy
[Company Name]’s pricing will be competitive compared with [Competitor] and lower than [Other competitor], although higher than independent pet sitters. For regular, weekly clients, package pricing will be available. For one-time clients, or clients who are trying out the firm’s services, a competitive hourly rate will be charged.
