Squared Project

2. Catteries and kennels
can be perceived as
distressing places to
leave your pets when
you have to go on a
trip or holiday.
What if you could
leave your pet with
an animal fan who
would love to care
for your pet for a few
days while making a
bit of extra cash?
You can pick where you’re happy for your animal
to go based on profiles and reviews.
Zoopa fulfills a niche in the UK. There are currently no
UK services with a similar model or solution such as this.
It serves a market need that holds a potentially
lucrative audience of almost 22.5 million households!

3. Market Opportunity

4. Pet Care is a booming market
 Pet Care market: Growing Value Sales in the UK (2012-13)
 The total market for pet care in the UK is expected to grow by just under 6% in value terms
and reached close to £4 billion in 2012-13
 The pet care market will grow by at least 12% in constant value terms over the next 5
years.
 Worldwide sales of ‘pet related’ products and services reached
$81 billion (£52 billion) in 2010, despite the global recession
Source: Euromonitor

5. Growing Pet Population
 48% of UK households have at
least one pet – 22.5 million
households
 UK dog population: 8 million - 23%
of the UK households own at least
one dog.
 UK cat population: 8 million - 19% of
the UK households own at least one
cat.
Source: www.pfma.org.
Other pets:
Indoor Fish: 20 - 25 million fish kept in tanks
Rabbits: 1 million
Caged Birds: 1 million
Guinea Pigs: 1 million
Hamsters: Over half a million
Snakes: 200,000
Tortoises / Turtles: 200,000
Gerbils: 100,000
Horses / Ponies as pets: 100,000

6. Growing Importance of Pets
 Pet humanisation as strong as ever
 In many households pets seem to serve as a partner replacement or as a child
alternative.
 Owners devote a lot of time, energy and love to their pet. In families, pets provide added
companionship.
 Owners spending more money on looking after their pet
 Pet services offering has been on the rise for the past two years, in spite of financial
concerns
Source: Euromonitor

7. Potential of the pet hosting market
 There are quite big differences in the ‘pet hosting’ market
 Wide variety re. price and level of service
 Many pets are not covered as it’s not necessary profitable to build a company
around ‘other’ animals than cats & dogs
 Potential market size estimate (excl. walking and day care):
 With Approx. 20 M animals x 20 days of holiday per year the revenue opportunity is
colossal
 5% fee / commission

8. Potential of secondary revenue
The Zoopa website would not only serve as a place to connect pet
owners, but also a valuable media to target a well defined group
Zoopa would offer a unique opportunity in being able to not only
target pet owners, but break it down by demographic and pet
type.

9. Notes (to be deleted later)
 The guesstimate on slide 7 is a ‘guesstimate’ (!)
 Based on the final revenue model this estimate needs to be updated
 Pictures are only for fun, but if you guys hate I'm totally okay to take them out
Competitive environment

10. There are no UK sites with a similar model to Zoopa.
Closest competitive services fall into 4 types of services:
1. Professional Services
2. Franchise Services
3. Listing Services
4. Pet Sitter Registers
Zoopa fills the gaps between all these services

11. Professional
Services
Listing
Services
Franchise
Services
Pet Sitter
Registers
Four types

12. Closest competitor
Dog Vacay
(www.dogvacay.com)
• US & Canada select
areas only
• Dogs only – limited
marketplace
• 5-10% fee
• All revenue from fees-
individuals only
• UK wide (initially)
• Wide pet range – Large market
potential
• 5% fee
• Revenue from fees, ads
and secondary spend
• Professionals included
too

13. SWOT Analysis
Strengths Weaknesses
Opportunities Threats
• Unique/innovative solution in UK
• No direct/like-for-like competitor
• Not product based – no initial outlay
• Community element helps grow sign ups
• Profiles and ratings encourage repeat
business
• Could become accountable for issues/pet losses
• Relies on high volumes of pet owner and sitter sign
ups to work
• Web based may rule out some of UK market
• Need to guarantee sitters credentials
• Community orientation helps grow sign ups
• Large potential UK market
• Potential to expand outside of UK
• Growth of secondary spend
products/services
• Worldwide pet ownership considered to be
booming
• Set up of rival services
• Negative reception from professional services
• Number of UK ‘Listing’ sites
• Needs high sign ups to work
• Insurance driving up costs
• Users could arrange meet ups outside of site
• Recession leads to a dip in holidays

14. MARKETING STRATEGY: BRANDS/PROFESSIONALS
 PR
 Articles in a range of corporate/ industry magazines fitting the potential
audience
 Conferences
 Raising the profile of the service among consumers and professionals
 Direct mail
 Targeted to professionals
 Marketing collateral to agencies/media houses selling the space to inform
brands
The customer

15. ZOOPA’S Customer

16. Who is our Target Audience?
Secondary
audience
21 million
Primary
audience
4.5 million
SOURCE: TGI AUG 2013

18. Primary Audience: ‘The Adventure Seeker’
 TGI tells us the age group which travels most frequently are aged 25+ ABC1 males &
females
 They have been on holiday at twice in the last 12 months
 This group tends to agree with the statements “I like the idea of travelling abroad”, “I
enjoy planning holidays” & “I try to go somewhere different every time”.
 Pet owners
 This group tends to go for premium products rather than standard goods/ services
 They tend to agree with the statement “I enjoy splashing out”
 Heavy Internet user
 Looking to use trusted service with like minded people
 They have pet insurance
 Using internet to look for information
 They like to buy from companies who give back to society
SOURCE: TGI AUG 2013
I enjoy splashing out and
tend to go for premium
products rather than
standard goods/ services.
I like the idea of travelling
abroad & enjoy planning
holidays
25+

19. Secondary Audience: ‘The Satisfied Reluctant’
 TGI tells us this wider audience is towards the older end
of the spectrum (circa 55+)
 B-C social grade
 Pet owners
 Travelled at least once in the last 12 months.
 They tend to identify with the statement “I prefer to
spend a quiet evening at home than go out”
 Less frequent internet users
 Prefer ‘traditional’ media – so preference may lean
towards to traditional methods of pet care i.e. Kennels
 The Satisfied Reluctant are more likely to travel within
the UK as opposed to extended holidays abroad
 This group tends to “like to pay cash with everything I
buy”.
SOURCE: TGI AUG 2013
I prefer to spend a quiet
evening at home than go
out and have only
travelled once in the last
12 months

20. SWOT ANALYSIS
Strengths Weaknesses
Opportunities Threats
• Unique/innovative solution in UK
• No direct/like-for-like competitor
• Not product based – no initial outlay
• Community element helps grow sign ups
• Profiles and ratings encourage repeat business
• Could become accountable for issues/pet losses
• Relies on high volumes of pet owner and sitter sign ups to
work
• Web based may rule out some of UK market
• Need to guarantee sitters credentials
• Community orientation helps grow sign ups
• Large potential UK market
• Potential to expand outside of UK
• Growth of secondary spend products/services
• Worldwide pet ownership considered to be booming
• Set up of rival services
• Negative reception from professional services
• Number of UK ‘Listing’ sites
• Needs high sign ups to work
• Insurance driving up costs
• Users could arrange meet ups outside of site
• Recession leads to a dip in holidays
Revenue model

21. There are two main revenue streams for Zoopa:
1. Membership + Sitting sales
2. Advertising

22.  Zoopa operates a tiered membership, similar to eBay, with a
freemium model.
FREE
- For independent pet sitters
to list themselves
- Owners pay the sitters
through the site
- Zoopa take a 5% of the fee
paid
‘PowerSeller’
Monthly/annual fee
- Professionals – such as
kennels and catteries can list
- They can create professional
profiles and are able to self-
serve advertise
POWERZOOPE
R
1. Membership & sitting sales

23. 2. Advertising
Brand Advertising
• The pet owner profiles will be complete as they will
want to appear appealing to potential sitters and
vice versa.
• This provides strong data that can be used to
target pet owners based on pet, age,
gender and other information.
• Sales based on a CPC or CPM model – £1.50 CPC
/ £3-4 CPM based av.
PowerSeller Advertising
• PowerSeller Advertisements on site e.g. priority
ranking in search results (after independents)

24. REVENUE
2. Advertising
1. Brand Advertising
• The pet owner profiles will be complete as they will want to appear appealing to potential sitters and
vice versa.
• This provides strong data that can be used to target pet owners based on pet, age, gender and other
information.
• Sales based on a CPC or CPM model
• Sold to media agencies or via a DSP
1. PowerSeller Advertising
• PowerSeller Advertisements on site e.g. priority ranking in search results (after independents)
Marketing strategy

25.  PR
 Articles in a range of corporate/ industry magazines fitting the potential audience
 Conferences
 Raising the profile of the service among consumers and professionals
 Direct mail
 Targeted to professionals
 Marketing collateral to agencies/media houses selling the space to inform brands
 Social Media
• Creating an open and engaged community on site
• Promoting the network across larger social networks such as Facebook and Twitter
• Google Adwords
• Listing in SERPS for ‘Pet Sitting’ and related terms in key areas
• Maybe costly but run for a limited time boost initial take up

26. SECONDARY AUDIENCE
• TGI tells us this wider audience is 25 -55
• The majority of this group is made up of single adults, and
couples with mature or no children
• ABC1
• Pet owners
• Tend to own one pet
• Travelled in the last 12 months
• Less frequent internet users
• Prefer ‘traditional’ media
• They are more likely to travel within the UK as opposed to
extended holidays abroad
SOURCE: TGI AUG 2013
Why should YOU invest?

27. It’s a pet related company. What’s not to like?
Half of the UK households have a pet they love, and this keeps
growing!
There’s no UK website with a similar model
We expect to reach a 5% market share in the first fiscal year
…And Zoopa is run by Squares!