Dog Kennel Business Plan Template [Updated 2024]

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VI. Marketing Plan

You can download our Business Plan Template (including a full, customizable financial model) to your computer here.

The [Company Name] Brand

The [Company name] brand will focus on the Company’s unique value proposition:

  • Client-focused dog kennel 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

[Company Name] understands that the best promotion comes from satisfied customers. The Company will encourage its clients to refer their friends and neighbors by providing discounts for new client produced. This strategy will increase in effectiveness after the business has already been established.

[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 kennel business that it is.

[Company name] will place print advertisements in key local publications, including newspapers, area magazines, and local sport programs. Additionally, the Company will print brochures and place them in specific locations frequented by target individuals, such as supermarkets and real estate offices.

Pricing Strategy

[Company Name]’s pricing will be competitive compared with [Competitor] and lower than [Other competitor], although higher than independent pet kennels. For regular, weekly clients, pricing will be based on the average labor needed for a job and a steady fee will be set. For one-time clients, or clients who are trying out the firm’s services, a competitive hourly rate will be charged.

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