Haute Dog Lounge (NOTE: the "final" presentation is shared on Prezi at the following link: http://prezi.com/y4h80m-v8o9l/haute-dog-lounge/)

Haute Dog Lounge
Katrina, Bethany & Joe

hypothesis

Developing a retail business that serves dog owners in all their essential needs.

interview #1
Wayside Waifs: Ashlee Parker, Communications Relations Manager

1. How do people and pets socialize? What are people looking for when they are
adopting? Hard to boil down. Not the same for every person. Looking to replace companion or other
with young children…companionship!

2. What do you find to be the best combination for events? What types of people
attend events? Depends on event…dog free or not. Different audience with each event.

• Fur Ball (Gala): Tickets are $175 per person…different demo. [.5 mil] More refined…high-end
clientele. Expendable income higher end of donor base.

• Strut with your Mutt 5K: [$100,000] mainstream. Reason why they come…like to see the dogs. Pet
vendors are there and it is a social setting. Pet owners are a community, a group within itself. Dogs are
very social and never fight.

• Third Party: Yappy hour…third party event [more adoption]. Yappy hour hosted by others and benefit
Wayside Waifs. Pete & Max coordinates one each month and this is the first time for Wayside Waifs.
Marketing opportunity for Pete & MAx to present social environment. People who have a pet are social
anyway.

interview #2
Yappy Hour Doggie Daycare, Curtis Kelly, Owner

1. What are people looking for when they are dropping off for daycare? High-energy
dogs, looking for exercise, mellower when taken home. Think dog needs/has friends and to socialize.
Allow for down time at home.

2. Are people looking for a place to bring their pet for? Exercise, friends, away from home
& training (offer night classes: bully breeds, behavior, socialization) Trainer is from Wayside.

3. What are your retail offerings? Cookies, little bit of raw hides, clothing, bones. Look at treats
for the dogs on the way out.

4. Do you find that people are willing to provide their pets with any social
environment? Pets are like children, people are always looking dog parks, lots of daycare during
the week. Some look for events with pets/people. Younger people look for those events. Singles
night…network with other dog owners.

interview #3
Pet Daycare/Resort Consultant: Courtney Thomas

1. How do people and pets socialize? Depends on individual owners. Dog parks have
become a resource for people to socialize while dogs socialize. Daycare provides that extra
care for pets. People have to be careful. Could be stressful. First bond at home then understand
personalities (of your dog) and then see how they respond with social play dates, then daycare.

2. What retail experiences have you seen that encompasses people and pets?
Lots of communities are becoming more pet friendly. San Diego. Sidewalk cafes with dogs, stores
are friendlier with pets that can go into carriers and be held. Shifting…pet friendly work places.
Environment to bring pets. Office pets…just for the business (cats). Making shift to be humble.
Benefits in the human animal bond. Lead healthier lives. Carries over in the work place. More
productive.

3. What is the best business model? Interesting idea. Not seen before, but find that location
of where jobs and pet lovers intersect. Partner with an agency for events, dog walks: ideal audience.
Small plate idea…like. Plate for dog and people. Popular idea…interested in events (Homeless Pets
KC…her job now). Portable veterinary clinic. Hiring a new vet to meet demand for public.

4. What about a mobile food truck and doggie parks? LOVES…interested in partnering.

additional resources
Going Gourmet The word gourmet means high quality, specialized or exotic. So it’s no surprise
customers are eating up the chance to buy gourmet dog treats. Source Pet Business magazine.

http://petbusiness.com/articles/2011-03-31/Going-Gourmet

Trend Watch 2011 While the pet industry, in general, seems poised to have a great year, there
are five product segments that are expected to be particularly lucrative in 2011.

• Natural & Organic Products
• Grain-Free Nutrition
• Raw Diets
• Pet Health Care
• Pet Services

Source Pet Business magazine.

http://petbusiness.com/articles/2010-12-31/Trend-Watch-2011

additional resources
Trend Watch 2011, cont.

The pet retail industry’s apparent sustainability has largely been driven by the continued importance
of the family pet in U.S. households, as well as the many new products and services being
introduced to better cater to these companion animals. “Much has been written about the trend
toward the humanization of the pet,” notes Justin Jones, president of the Grapevine, Texas-based
Espree Animal Products, a manufacturer of natural grooming and animal care products for dogs,
cats and horses. “The desire for quality, healthy products has trickled to the pet market, as pet
owners view their animals to be members of the family needing the best care.”

The trend toward quality products that offer real value to both pet and owner is evident in every
aisle of the pet store, from food to health products to grooming services. “Quality has become
more important than cost, as consumers seek out the safest and healthiest products,” says Bette
Schubert, co-founder of Bravo!, LLC, a Vernon, Conn.-based manufacturer of raw diets and all-
natural treats, bones and chews. “Consumers are looking for quality ingredients, not just a package
that says ‘quality, all-natural,’ but one that actually backs up the claim.” Source Pet Business
magazine.

http://petbusiness.com/articles/2010-12-31/Trend-Watch-2011

low involvement high involvement

Have a pet as a People who
status symbol. carry their pets
Show dogs, elite in carriers, feed
high budget agility, etc. them organic food
and treats. They
themselves enjoy a
more refined life.

Dog parks, low-key Seek classes for
atmosphere, often their dogs, want
low budget

couples and/or them to be social
families. as they do as well.
Seek conversations
with other dog
owners.

behavioral modes
Our Observations Discovered That Guests Demonstrate One of Six Behavioral Modes

mode description

Dog-Centric ...dogs lay on ground & people play with them and ignore their surroundings.

Social-Centric ...making connections and engaging in conversations with other dog owners.

...is seeking a higher level of service than typical day-to-day activity, may be
Indulgence
looking to celebrate an event or reward a recent accomplishment.

Therapeutic Bond ...owners are mellow and seem relaxed while interacting with pets.

Active ...dog is a reason for participating in activities with other dog owners.

...speaks highly of dog adoption process and supports events and opportunities
Charity
to contribute to animal wellfare through the act of charity.

requirements
Our Observations Discovered That Guests Demonstrate Six Requirements

requirement description

Needs/wants to bring their pet while shopping, out of both neccesity and
Conflicted Guest
preferance.

Enrolls pet in a daycare for a weekly class on topics such as bully breeds,
Education
behavior, socialization.

The pet was the child before they had children, spoiling him with treats
Family
and toys bring enjoyment.

Enjoys dog activities and is always seeking local competition events for
Competitor
socialization and new experiences.

Seeks stimulation and socialization for their pet during the day to ensure a
Zen Friend
calm night.

An environmental concious individual that is aware of organic trends and
Natural Wellness seeks pet supply stores that welcome pets. Always provides the best food,
grooming and treats for their pet.

needs cluster matrix
modes

Therapeutic
requirements Dog-Centric Social-Centric Indulgence Active Charity
Bond

1 4
Conflicted Guest

Education
3

2
Family

Competitor

5
Zen Friend

Natural Wellness

1: Social 2: Active Companion 3: Interactive 4: Charitable 5: Organic

user types
Social Active Companion Interactive Charitable Organic

Robby and Sara are a middle-aged Aria and Peter are a charismatic Jerry is a fund manager at a wealth James recently got a new job Emerson is an environmentally
family that live in the suburbs. They couple that have been married management company, He lives in a new city.He just moved into conscious person and an avid
have a 5 year old son Max, and 2 for a little over three years now. and works in a midwestern city. His an apartment, and is making animal lover! She has a genuine
dogs Ricky and Dory. They live in a metropolitan. Of all job tends to be stressful and does new friends with coworkers and desire to be a responsible citizen
their friends they are sought out not allow much physical activity. neighbors. His apartment allows in both respects. She commutes
When Robby and Sara first got as the ones “who are always in the For this reason he stays active pets and recently he has noticed to work via a car pool and strives
married they welcomed Ricky, their know”. Before taking their second and often brings his Rhodesian many of his neighbors enjoying to purchase produce from local
yellow chow. They took Ricky with leap of faith (children), Aria and Ridgeback, Charlie, when he goes time with their pets. The building farmers. She enjoys the outdoors
them everywhere, he was their Peter decided a dog was a great running. has many grassy areas and pet- and finds that walks with Ginger,
baby. A couple years after Ricky, stepping-stone. waste disposals all around the her Border Collie, are one of the
Sara decided he needed a sister Jerry is very involved with running property. highlights of her day.
and surprised Robby by bringing Since adopting Hemingway, a for charity events and often raises
home Dory. The two dogs hit it off Border Collie, they couldn’t imagine money for cancer awareness, a One of his new friends, Linda, She is always on the look out for
great! what life might be like without him. disease that has taken several of has a puppy named Snickers that natural products for Ginger. Ginger
They love his companionship and his family members away earlier she adopted from a rescue group. is on a raw diet and eats only the
Family outtings were the norm. loyalty. When Peter travels for work than expected. James never had a pet before but best food available. Not only does
From dog parks, restaurants and Hemingway keeps Aria company he has been entertaining the idea the raw diet benefit Ginger but it is
long weeknd trips to the park. With and provides a sense of security. Jerry often feels a bond with of getting a dog for several years. also quickly biodegradable. It was
Max, the couple’s son just starting Charlie by his side, and much of He has tagged along with Linda not until recently that these foods
school, Rob and Sara enrolled the Aria and Peter love nothing more the stress from his busy career and Snickers on walks and joined became readily available and a
“kiddos” in a doggie daycare a few than to take their family out in the alleviated when he is reunited with them a few times at the dog park reasonable price.
days a week to socialize them. This city while satisfying their love for Charlie at the end of each day. recently. He also dog-sat Snickers
became a great advantage as the healthy competition. They are a one weekend when Linda had to When Emerson runs her weekly
fun-filled day would exhaust them part of a weekly dog club that host The pair also bond over hunting travel. errands, typically on the weekends,
so that evenings are mellow. agility competitions in the park. excursions in Jerry’s rural she seeks places that allow her to
hometown. It is a twice a year Linda has always spoken highly bring Ginger. That would typically
Spoiling the dogs is a family affair. After the weekend ritual agility weekend adventure that lends of the rescue group she adopted include a farmers market and
They love taking them to the local competition in the park, they wind itself to ample family time and the from, she even got emotional pet supply store. As Ginger is a
pet store where they can pick up down at home with Hemingway’s freedom and exercise each desire. one time stating that had she not medium size breed it is harder for
fresh baked organic treats. They head nuzzled on their laps. To Aria adopted Snickers that they would Emerson to bath her at home. So
often partake in the pet store and Peter, life doesn’t get much have euthanized him. This story locating a pet supply store that
events. They are family friendly better than this. had a profound effect on James. He also provides a grooming service is
and close to home. Sometimes the is planning to visit local adoption optimum.
events are held in a park where all event soon to see if he can find
the “kiddos” can run and play. more adoption information and
possibly a best friend.

design attributes
project requirements

service offerings Social Celebration Expression Connection

Play Area

Lounge Area

Self Grooming

Professional Grooming Services

Dog Classes

Charity Events

Closed Caption Cameras

Social Check-In

product offerings

Café

Mobile Store Front

Pet Supplies

Organic Pet Food & Treats

retail layout
{brick & morter}

retail area: pet supplies

professional self
grooming area grooming area

men
restroom
dog
lounge area
entrance

women
restroom
register

café bar

ENTrANCE
play area

storage

retail area: organic
pet food & treats retail area

retail layout
{brick & morter}


professional self

men
restroom
dog
lounge area
entrance

women
restroom
register

café bar

ENTrANCE
play area

storage


Social

retail layout
{brick & morter}


professional self

men
restroom
dog
lounge area
entrance

women
restroom
register

café bar

ENTrANCE
play area

storage


Celebration

retail layout
{brick & morter}


professional self

men
restroom
dog
lounge area
entrance

women
restroom
register

café bar

ENTrANCE
play area

storage


Expression

retail layout
{brick & morter}


professional self

men
restroom
dog
lounge area
entrance

women
restroom
register

café bar

ENTrANCE
play area

storage


Connection

retail layout
{brick & morter}


professional self

men
restroom
dog
lounge area
entrance

women
restroom
register

café bar

ENTrANCE
play area

storage


Project Requirements Overlap

wayfinding zones #1
{user type: social}


professional self

men
restroom
dog
lounge area
entrance

women
restroom
register

café bar

ENTrANCE
play area

storage


wayfinding zones #2
{user type: active companion}


professional self

men
restroom
dog
lounge area
entrance

women
restroom
register

café bar

ENTrANCE
play area

storage


wayfinding zones #3
{user type: interactive}


professional self

men
restroom
dog
lounge area
entrance

women
restroom
register

café bar

ENTrANCE
play area

storage


wayfinding zones #4
{user type: chartiable}


professional self

men
restroom
dog
lounge area
entrance

women
restroom
register

café bar

ENTrANCE
play area

storage


wayfinding zones #5
{user type: organic}


professional self

men
restroom
dog
lounge area
entrance

women
restroom
register

café bar

ENTrANCE
play area

storage


play area
Play Are Attributes This area is a dogs paradise!
Complete with toys, play ground equipment and
plenty of space to run around and play in. The Play
Area utilizes the newest sound deadening technology
to keep the barking at bay all the while keeping
the dogs calm and the Lounge goers at ease. The
Play Area is floor to ceiling glass so that pet owners
can see their dogs happily playing. Closed caption
cameras are streaming throughout the space so that
pet owners can keep an eye on their pets no matter
where they are.

lounge area
Lounge Area Attributes The lounge area is a
place where dog owners can socialize and enjoy
candid conversations with other dog owners while
their pets are playing in the play area. Complete
with wifi, large sofas (with enough room for the
older dog that would rather chill) and nested tables
and chairs invite the lounge goers to spend some
time catching up on email, read the newspaper
and check out the upcoming charity events hosted
at the Haute Dog Café.

self grooming
How It Works “No more kneeing by the tub of getting wet. Bond with your pet while you bath
them in our stainless steel tubs. Your pet simply walks up the ramp, and you select the shampoo
and conditioner. The concentrates are mixed with water and dispensed through the system for a
deep down clean. Once washed select a drying station – equipped with everything a professional
pet groomer would have. The final treatment, spritz your pet with our natural spritzer.”

Includes: Extras:
• Choice of Shampoo • Nail Trim/Dremel
• Creme Rinse • Tooth Brushing
• Combs • Blueberry Facial
• Brushes • Pad Palm
• Towels • Ear Cleaning Pads
• Use of Warm Air Dryer • Flea & Skunk Wash
• Finish with an All Natural Spritzer • Paw Treatment
• Time Limit for Wash is 45-60 minutes

professional grooming
Services Rendered
• Bathing with “All Natural” Shampoo and Conditioner
• Blow Drying
• Slow and Gentle Brushing
• Check for Fleas and Ticks
• Nail Clipping
• Ear Cleaning
• Express Anal Glands
• Trimming Pads
• Sanitary Conditions
• Professional Hair Cut – Breed Appropriate or Stylish
Custom Cut
• Complete reporting on the condition of skin and coat
of your dog
• FURmination – multi-step process to reduce your pet’s
shedding

dog classes

Strengthen the bond between owners and their pets through a series of classes; prevent
bad habits early, promote obedience and happiness for a lifetime.

Training Series Membership Award
Stage 1: Basic Puppy Training - 8 Weeks Bronze Collar membership
includes:
• Focus on training owners on how to teach their puppies the basic commands and
housebreaking techniques -10% off grooming
-Free refills on brewed coffee and tea
• Provides proper socialization to curb aggressive habits
• Increase confidence at an early age to last through adulthood

Stage 2: Advanced Training - 5 Weeks Silver Collar membership
includes Bronze level plus the
• Emphasis on communicating advanced commands following:
• Reinforces good behavior to promote obedience
-Access to silver collar sales events
• Helps to identify long-term goals and areas of training that need attention -Special treat on your dog’s birthday

Stage 3: Agility Training - 10 Weeks Gold Collar membership includes
Silver & Bronze plus the following:
• Allows specialized trainers to work with owners and their pets
• Course is for the dog/handler team to build endurance and basic skills -Embroidered collar with your dog’s name
-Invitation to compete in our annual
• This is a foundation course that concludes with an agility competition event agility fundraiser
-Membership pricing for one on one
training

charity events
Paying It Forward Casual charity events will be held once a week to benefit a local organization,
shelter or recent relief effort. In addition to weekly events, two large galas will be held in the Spring
and Fall. A percentage of proceeds from all café and pet supplies/food/treats will be saved in a fund
to then present a charitable gift to the organization or shelter of the year.

closed caption cameras
Streaming Video Throughout The Space Closed
caption cameras help keep an eye on the rascals no matter
where the pet owner is at the Haute Dog Lounge. As a
registered Haute Dog Profile Member the video feed can be
streamed to personal profiles to keep other members aware
of status updates and the like.

social check-in
Utilize Current Social Media Outlets Facebook and FourSquare lend themselves to allow
customers to check-in at a location. Haute Dog Lounge would use these outlets for word-of-mouth
advertising, promotions of charity events and discounts.

http://facebook.com
http://foursquare.com
http://www.openforum.com/idea-hub/topics/marketing/article/how-to-set-up-a-foursquare-special?cid=em-
smartbrief

Website Functionality of the Haute Dog Lounge website will include:
• Haute Dog Profile memberships
• video feed of live action at the Lounge,
• ability to create profiles for dogs to interact with other Lounge goers,
• class registration,
• product & service offerings listing
• schedule of charity events
• donation jar for local animal charities
• professional grooming appointment booking

http://www.marthastewart.com/pets

café
Haute Dog Café & Soda Fountain
Gourmet Hot Dogs
Chips
Ice cream
An array of sodas
Coffee
Smoothies
Cookies
Cakes
Pastries

mobile store front
Bring services into an established environment, add to the existing experience on location.

Mobile Store
Front • Not leaving it up to customer
discovery
• Brand visibility at outdoor events
and parks
Bring the
brand to the
audience

Established
Environment Enhance an
already
• Augment the dog park experience
enjoyable • Meet the unexpected needs
experience

Take initiative
to build
relationships • Bring a sampling with the intent to
drive a retail location visit
• Provide information and promote
retail services

pet supplies
Toys & Chews
Chuck It
Dogzilla Ropes
Heebie Jeebies Stuffing Free
Hurley Zogoflex
Jolly Pets Tug-a-mals
Kong Power Chewers
Kong Wugga Toy
Nylabone Chews
Triple Crown Eve
Orbee Tuff Cosmos Ball
Paw-Zzle Ballrlasting Chews
Ruff Dawg K9 Flyer
Skinneeez Big Bite Water Bottle
Sooper Dooper Flip Flop Yankers
Tuff Toys
Tux Zogoflex

organic pet food & treats
All Natural & Organic Frozen Food Urban Wolf
Treats Bravo! Ziwi Peak
Beefeaters Sweet Potato Chips Nature’s Logic
and Fries Nature’s Variety Dry Food
Blue Dog Bakery Nothrwest Naturals Acana
California Natural Primal Addicition
Dogswell California Natural
Four Star Grain-Free Food Canidae
Grandma Lucy’s Acana Fromm
Natures Logic Addiction Healthwise
Nature’s One Core Innova
N-Bone Fromm Lotus
Pegetables Happy Dog Nature’s Logic
Sensibelly Advanced Honest Kitchen Orijen
Solid Gold EVO Petcurean
The Goodlife Recipe Instinct Pinnacle
Triumph Orijen Precise
Veggie Life Vitaliity Petcurean Solid Gold
Zukes Solid Gold Tiki
Sojos Wellness

Along with the many brands of food and treats we also bake up some of our own
tastey pasteries for pups!

Haute Dog Lounge (NOTE: the "final" presentation is shared on Prezi at the following link: http://prezi.com/y4h80m-v8o9l/haute-dog-lounge/)

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Haute Dog Lounge (NOTE: the "final" presentation is shared on Prezi at the following link: http://prezi.com/y4h80m-v8o9l/haute-dog-lounge/)