1. (formerly PawPal Pets)
Customized Pet Care Management
Dog Walking Management System
Team 28
Gil Feig
Syed Huda
Alice Lam
Day 4 Interviews: 11
Total # Interviews: 62

2. Day 1: Business Model Canvas
Key Partners
Key Activities
Value Proposition
Customer
Relationships
Customer Segments
• Pet supply retailers
• Veterinarians
• Pet insurance
companies
• Commission
negotiations
• Unified platform
development and
maintenance
• Provide guidance
and resources in
pet care
• Simplify the lives of
pet owners
• Introduce pet
owners to
necessary products
and services they
may not know
about
• Provide useful
information
• Continuously
maintaining a
customized
experience
• Initial target: New
York City dog and
cat owners
• Eventually target
pet owners in
general
Key Resources
• Software
development
Channels
• App Store
• Website
Cost Structure
Revenue Streams
• Platform development and maintenance
• Sales and marketing
• App will be free for users
• Integrated advertising with revenue sharing
• Licensing to big data companies

3. Day 1: Lessons Learned
• What we thought
o Pet owners wanted general guidance on what pet products and services
to buy
o Pet owners didn’t have consolidated portal for Vet & Insurance
information
• What we learned
o Pet owners already have many resources to get pet products:
Pet360.com, Wag.com, Amazon
o Finding a vet isn’t a big deal, because they are comfortable with word of
mouth recommendations
o Pet owners did not believe we added anything new to online pet care

4. Day 2: Business Model Canvas PIVOT
Key Partners
Key Activities
Value Proposition
Customer
Relationships
Customer Segments
• Veterinarians
• Pet insurance
companies
• Pet supply retailers
• Pet supply brands
• Commission
negotiations
• Unified platform
development and
maintenance
CONSUMER
• Provide guidance
and resources in pet
care
• Simplify the lives of
pet owners
• Introduce pet owners
to necessary products
and services they
may not know about
• Provide simple
product guidance
and cost-saving
resources
RETAILER
• Provide consumer
behavior information
• Increase sales and
attract new
customers
CONSUMER
• Provide useful
information
• Continuously
maintaining a
customized
experience for
registered users
RETAILER
• Extend customer
lifetime value
• Capture market share
CONSUMER
• Initial target: New
York City dog and
cat owners
• Eventually target pet
owners in general
• New pet owners (less
than two years)
• Price-sensitive, dealseeking pet owners
RETAILER
• Major pet store
chains
• General retailers
(Amazon, Tractor
Supply Co., WalMart, etc.)
• Pet product brands
Key Resources
• Software
development
Channels
• App Store
• Website
Cost Structure
Revenue Streams
• Platform development and maintenance
• Sales and marketing
CONSUMER
• App and website will be free for users
RETAILER
• Integrated advertising with revenue sharing
• Licensing to big data companies

5. Day 2: Lessons Learned
• What we thought
o Pet owners wanted a simple online aggregator of cheap pet products
• What we learned
o AGAIN we were told that they already have many resources to get pet
products: Pet360.com, Wag.com, Amazon.com

6. Day 3: Business Model Canvas RESTART
Key Partners
Key Activities
Value Proposition
Customer
Relationships
Customer Segments
• Veterinarians
Dog walkers
• •Pet insurance
•companies
Dog owners
Doggy daycare
• •Pet supply retailers
• Pet supplywithout
centers brands
• Commission
•negotiations
Platform
development
• Unified platform
•development and
Advertising
•maintenance
Training
CONSUMER
DOG OWNERS
• Provide guidance
• Provide
and resources in pet
affordable lastcare
minute dog
• Simplify the lives of
petwalking
owners
• Introduce pet owners
services
to necessary products
and services they
may not know about
• Provide simple
product guidance
and cost-saving
DOG WALKERS
resources
• Provide
RETAILER
additional
• Provide consumer
source of
behavior information
income
• Increase sales and
attract new
customers
CONSUMER
DOG OWNERS
• Provide useful
• GET: Grassroots,
information
web advertising
• •Continuously and
KEEP: Quality
maintainingservice
affordable a
customized
• GROW: Referrals
experience for
DOG WALKERS
registered users
• GET: Contact
RETAILER
directly
• Extend customer
•lifetime value
KEEP: Competitive
rates
• Capture market share
CONSUMER
• Initial target: New
DOG OWNERS
York City dog old
• 20-45 year and
catbusy NYC
owners
• Eventually target pet
professionals
owners in general
• Income > $60k
• New pet owners (less
than two years)
• Price-sensitive, dealseeking pet owners
RETAILER
• Major pet store
chains
DOG WALKERS
• • Smallretailers
General dog
(Amazon, Tractor
walking
Supply Co., Walbusinesses
Mart, etc.)
• Independent
• Pet product brands
walking services
• Background
checks
Key Resources
• Software
• Platform
development
development
•
GROW: Referrals
Channels
• App Store
App
• •WebsiteStore
• Website
dog walkers
Cost Structure
Revenue Streams
•• Platform development andand maintenance
Platform development maintenance
• Sales and marketing
CONSUMER
DOG website will be free for users
• App and OWNERS: Percentage of dog-walking rate
RETAILER
• Integrated advertising with revenue sharing
DOG WALKERS: Percentage
• Licensing to big data companies of dog-walking rate
• Insurance
• Training and background checks
• Sales and marketing

7. Day 3: Lessons Learned
• What we thought
o Dog owners want a quick way to get dog walkers last minute(like Uber)
o At a certain price point, dog walkers were willing to provide the service
o We thought that this app would mediate the marketplace
• What we learned
o Dog owners are mostly responsible and have regular dog walkers
o Many have friends and family that have their keys and can easily walk
their dogs in case of emergencies
o Emergencies rarely occur!
o We learned what they really cared about: security

8. Day 4 & 5: Business Model Canvas PIVOT
Key Partners
Key Activities
Value Proposition
Customer
Relationships
Customer Segments
• Veterinarians
Dog walkers
• •Pet insurance
•companies
Dog owners
Doggy daycare
• •Pet supply retailers
• Pet supplywithout
centers brands
• Commission
•negotiations
Platform
• Unified platform
development
development and
• Advertising
maintenance
CONSUMER
DOG OWNERS
• Provide guidance
• Provides
and resources in pet
convenient
care
platform lives
• Simplify thefor of
petfinding dog
owners
walkers owners
• Introduce pet
• Peace of mind,
to necessary products
GPS tracking,
and services they
status updates
may not know about
• Provide simple
product guidance
DOG WALKERS
and cost-saving
• Provide dog
resources
walking
RETAILER that
software
• Provide consumer
seamlessly
behavior information
manages dog
• Increase sales and
walking
attract new
appointments
customers
CONSUMER
DOG OWNERS
• Provide useful
• GET: Grassroots,
information
web advertising
• •Continuously and
KEEP: Quality
maintainingservice
affordable a
customized
• GROW: Referrals
experience for
DOG WALKERS
registered users
• GET: Contact
RETAILER
directly, web
• Extend customer
advertising
lifetime value
• KEEP: Maintain
• Capture market share
Quality software
CONSUMER
DOG OWNERS
• Initial target: New
• 20-45 year old
York City dog and
busy NYC
cat owners
professionals
• Eventually target pet
• Incomegeneral
owners in > $60k
• New pet owners (less
than two years)
• Price-sensitive, dealseeking pet owners
RETAILER
DOG WALKERS
• • Dog walking
Major pet store
chains
businesses
• General retailers
without
(Amazon, Tractor
management
Supply Co., Walsystem
Mart, etc.)
• • Independent
Pet product brands
walking services
technology
• Sales
Key Resources
• Software
• Engineers
development
• Sales staff
that increases
business
Channels
• GROW: Referrals
• App Store
App
• •WebsiteStore
• Website
dog walkers
Cost Structure
Revenue Streams
• Platform development and maintenance
• Sales and marketing
CONSUMER
DOG OWNERS: None
• App and website will be free for users
RETAILER
• Integrated advertising with revenue sharing
DOG WALKERS: Monthly subscription based on size
• Licensing to big data companies
• Platform development and maintenance
• Sales and marketing
of business, # of dog walkers

9. Day 4 & 5: Lessons Learned
• What we learned
o Small dog walkers need a system to manage their dog walkers
o Dog owners would like peace of mind and value security
o Competitors exist, we need to fully formulate our competitive advantage:
What will do better? What will we do differently?
(ex: Petcheck known for having bad customer service)
o Small business dog owners are NOT cash only. Cash payment is an issue
and would like a way to automatically charge dog walks on credit card.
On the other hand, small business owners want a way to pay their dog
walkers automatically.
o Time schedules, efficient itinerary and dog compatibility are variables and
would like a easy way to address this issues.

10. Customer Segments
Wag NYC
Doggy Day Care NYC
Growing dog walking
companies that need
management systems to
scale
Doggy day cares that are
branching out to dog walking
services

11. Market Size: Top Down
Total Addressable Market
$1,800,000,000
Annual amount spent on dog walking in the USA
Serviceable Available Market
$158,400,000
Annual amount spent on dog walking in NYC
Target Market
$316,800 (w/o Activation Fee)
Annual revenue assuming 5% NYC market capture and
4% revenue sharing per walk

12. Market Size: Bottom Up
Our share w/ 5% of mkt & 4% commission
$299,520
Dog walk rev per year (walked 3x /wk)
$149,760,000
Dog walk rev per day
$960,000
Rate per dog walk (30 Min)
$20
# of dogs walked per day
48,000
% walked per day
8%
# of dogs in NYC
600,000

13. Menu Screenshot

14. Check-in Screenshot

15. Walk Progress Screenshot

16. Next Steps
• 30 Days
o Further market research. What features would dog owners/dog walkers
value? More Interviews!
o Make MVP on website, any takers?
o Take the mockups and test it in front of customers
• 60 Days
o
o
o
o
Depending on feedback  adjust valued-added features
Further refine revenue model, assess dog walker’s WTP
Test pricing on website. Which model works best?
Reach out to early evangelists to see if they will buy service. If not, why?
• 120 Days
o Refine features on the app/website
o Final Product out to market
o Sales/Marketing. Get customers!