The document outlines James Zheng's plan to launch an online platform called PuppyAgency.com that helps users find and purchase healthy, premium quality puppies from pre-screened breeders. It identifies an opportunity in the $24.6 billion US pet market to provide a more trusted solution for purchasing puppies. The plan details how the platform will evaluate breeders, provide educational resources to buyers, and offer services like a 180-day health guarantee to establish PuppyAgency as the most trusted source for connecting buyers with quality breeders. Financial projections estimate the business can be profitable while advancing puppy welfare.

1. James Zheng

2. My idea in brief
Where is the opportunity?
How to capture the opportunity?
How will the plan work?
How to evaluate the success?
Appendix

3. PuppyAgency.com

4. Unique Brand Persona
 Puppy Welfare Advocate
180 Days Money Back Guarantee
 Health of puppies assured
 Premium Quality Puppies
 Prescreened Breeders and evaluated with proprietary rating
system

5. Customer Pain Point
Current Solution
The Unmet Need
Competitive Landscape

6. 2
3
5
8
12
38
0 5 10 15 20 25 30 35 40
The seller has pure breeds
The seller has enough information about the puppy
Other, please specify: _____
The seller is not selling puppies for monetary gains
The seller is selling at a reasonable price
The seller is trustworthy
What is the most important factor, if any, when you are choosing a
seller to purchase a puppy from?
Based the results of first survey from 68 participants.

7.  Puppy mills
 Large-scale commercial dog breeding facility
 Profit is given priority over the well-being of the dogs
 As many as 10,000 in the United States
 Genetic/Hereditary Diseases
 How do I know if the puppies’ pedigree is free of
genetic diseases
 Lack of dog ownership education
 What should I do as a new dog owner?
 Will the seller assist me even after the purchase?
Source: American Society for the Prevention of Cruelty to Animals (ASPCA)

8. 0
2
6
9
18
33
0 5 10 15 20 25 30 35
Whether the puppy is champion blooded
Other, please specify: _____
Whether the puppy is pure breed
Whether the puppy is available now
Price of the puppy
Health of the puppy
What is the most important factor, if any, when you are choosing a
puppy for purchase?
Based the results of first survey from 68 participants.

9.  Resort only to trusted sources
as reflected on the chart
 Target to acquire non-
shelter/rescue of market
(68% of market)
 Family, friend or neighbor
(37%)
 Breeder (16%)
 Ad (9%)
 Purchased from pet store (6%)
Family, friend or
neighbor
37%
Shelter, or rescue
organiza on
22%
Breeder
16%
Ad
9%
Purcahsed from
pet store
6%
Stray
4% Don't know
3%
Adopted
from pet
store
2%
Other
1%
From where did you obtain your most recent
dog?
Family, friend or neighbor
Shelter, or rescue organiza on
Breeder
Ad
Purcahsed from pet store
Stray
Don't know
Adopted from pet store
Other
Source: Statista, Inc.

10.  TAM
 Potential dog owners in the US (38.1% of
all household)
 45,256,000 households in 2014
 68% acquired their dog through non-
shelter/rescue sources
 30,774,000 households
 At least 1 dog per household
 Average price of all breeds of dog is $800
 SAM
 27% of participants willing to try website
like puppy agency
 $6.6 Billion
TAM:
$24.6
Billion
SAM:
$6.6 Billion
Source: Packaged Facts, based on Experian Marketing Services, Spring 2014 Simmons NHCS Adult Study 12-Month
& Based the results of second survey from 59 participants.

11. Least Trusted Most Trusted
Premium Quality
Ordinary Quality
Individual Breeders
• Redteddypup.com
• Vaccarellacorgis.com
Local Players – Offline
• City Pup Chelsea
• Le Petite Puppy
Local Players – Online
• Manhattan-puppies.com
• Westchesterpuppies.com
National/International Players
• Puppyfind.com
• Mylittlepuppy.com
• Adoptapet.com
American Kennel Club
• Authority on dogs
• Recent negative Press

12. Value Proposition
Unique Selling Proposition (USP)
Customer Profile
User Acquisition

13. For affluent adults aged 35 - 54 who are looking
to purchase a healthy and premium quality
puppy, we provide the most trusted solution that
helps you find, own and care for the new
member of your family.

14.  Puppy welfare is our top priority
 Strong stance against puppy mill
 Blog by the CEO
 Education on puppy mill
 Though leadership on how to improve
the welfare of puppy and breeders
 Editorial calendar
 Trust means doing our best for
puppy welfare

15. 6
8
10
15
15
16
25
34
43
0 5 10 15 20 25 30 35 40 45 50
Availability of litter
Photos of puppies's parents
Pedigree/bloodline of puppy
Videos of puppy
Photos of environment puppies growing up in
Photos of puppy
Search function
Free health Insurance of puppy
Customer review of breeders
Select up to 3 features that you would like to have on a online
platform to find and purchase puppies
Based the results of first survey from 68 participants.

16.  180 days Money
Back Guarantee
 If your newly
purchased dog is
sick within the 180
days of your
purchase, we will
cover up the cost
up to the purchase
price of the puppy
 Full terms &
conditions in
Appendix

17.  Platinum, Gold,
Silver and Bronze
Level
 Higher level will allow
you to show up
higher in the listing
 Level depend on
 Health of puppies
sold
 Length of
membership
 Customer Reviews

18.  Basic, intermediate
and advance courses
 Education on
responsible dog
ownership
 Information on how
to take care of the
puppy
 Completing the
course will give $10,
$20, and $30 credit
towards purchase
depending on level

19.  Propensity to owna dog peaks between 35-54
 Both Hispanic and non-Hispanic whites
 Non-Hispanic whites account for 66% of adult
population but represent 82% of dog owners
 Hispanic accounted for 36% of the growth in dog
ownership
 Half of middle income households own dogs
($75,000-$100,000)
 BCC research also indicates that there is a
significant correlation between pet ownership and
per-capita-income
 Household with children are more likely to own
a dog than those without
Source: Pet Population and Ownership Trends - Packaged Facts, Nov, 2014

20. Web
Development
(4 months)
• Jan - Apr 2017
Soft Launch
(3 months)
• May - Jul 2017
Official Launch
(5 months)
• Jul - Dec 2017
Growth (12 months)
• Jan - Dec 2018
 Personal Blog
 Attend Dog
Welfare Events
 Puppy
University
Videos
 Organize puppy
welfare
advocacy events
 Customer Testimonial
 Feature Breeder visit and
interview
 SEO as building
the website
 BD Specialist to
call Breeders
 SEM
 Adwords &
Bing Search
 13150 Clicks
per month
 SEM
Optimization
 Search
 Display
 17500 Clicks per
month
 Paid Social
 Boost Traffic to blogpost
 Additional BD specialist

21.  Trusted brand
 Genuinely advocate for the welfare of the
puppy
 Target audience are middle-age, affluent
 Resonate with the core value of the brand
 Puppy University
 A way of showing PuppyAgency invest on the
welfare of puppy
 Responsible leadership
 As CEO will be the strongest proponent of
dog welfare

22. Customer
Acquisition Funnel
13140 Clicks @ $1.05
Per Click
Initial click to
purchase rate
2%
263
Customers
Per Month
Breeder Sign Up Funnel
6702 Calls per
month
Qualify rate
of 47%,
Conversion
rate 2%
63
Breeders
per
month
Traffic to blog & social
media page
 Assist in brand
strategy
 Encourage user
generated contents
 $1000 in 2018 to
generate additional
2000 visitors to
blog
Source: Google Adwords Keyword Planner;
Sample lists of Keywords and breeders in
Appendix
Source: MarketingForSuccess.com
Lead qualification & conversion in Appendix

23. Team
Key Partners
Financial Highlights

24.  CEO & Marketing –
James Zheng
 Website Manager
 2 Web Developer (4-
month contract)
 2 Business
Development (BD)
Specialist
 VP of Sales & BD
 Account Manager
 Customer Service Specialist
 4 Business
Development (BD)
Specialist
 Video Production Specialist
 Editorial Assistant
 Social Media
Manager
Web
Development
(4 months)
• Jan - Apr 2017
Soft Launch
(3 months)
• May - Jul 2017
Official Launch
(5 months)
• Jul - Dec 2017
Growth (12 months)
• Jan - Dec 2018

25.  List of recommended breeders included in Appendix
 15 Breeders for 60 most popular breeds in US
 Puppy University surprise gift
 Gift Voucher from PetSmart
 Veterinary consultant – Riverside Veterinary Group
 Legal – Legal Shield
 Logistic
 Pick up
 Specialist Company – We Move Pets
 3rd Party Transportation (chosen by breeders)
Source: American Kennel Club, The most popular dog breeds in America

26. Based the results of second survey from 59 participants.
Yes
59%
No
41%
If the price of the puppy is $1500, do you think it is worth
additional $600 for services described in the above
website?
 Advance Search
function
 180 days money back
guarantee
 Prescreen premium
quality puppies
 Free Video Tutorials on
dog ownership

27.  Buyer
 Paid full amount at transaction
 30 days to clear from the bank
 Get guarantee for 6 months
 Reimbursement for any congenital defects, genetic diseases or health problem at birth up
to the purchase price of puppy
 Seller
 Received 80% of amount (less of PuppyAgency’s profit) at transaction, 20% as
deposit
 30 days to clear from the bank
 20% at the end of 6 months
 If any health issue occurred, deposit is forfeited

28.  Average price of dog from signed-up breeders – $1500
 Actual selling price of dog - $2100
 Breeder & puppy
 Average size per litter – 7
 Female gets pregnant once a year (twice a year is the standard)
 Marketing Metrics
 During soft launch - Click to purchase rate 2%, average CPC $1.05
 From official launch – Click to purchase rate 3%, average CPC $0.95 (10% lower)
 Number of breeders signed up by 1 BD specialist per month
 32 in Year 1
 42 in Year 2 (10% increase in conversion rate)
 Dog illness rate
 Typically at 5%

29. $(100,000.00)
$-
$100,000.00
$200,000.00
$300,000.00
$400,000.00
$500,000.00
$600,000.00
EstimatedProfitaftertax
Estimated Profit after tax for Worst, Base & Best Cases
Best (1%) Base (5%) Worst (11%)
 Worst Case (11%)
 Full Refund on all ill
puppies included
 Positive Profit
($48,000 after tax)
 Positive Cash Flow

30.  Use metrics to determine the final percentage to be
donated
 The higher the social engagement, the more the
donation
 Puppy University course views
 Social Media posts
 Reposts/like on featured posts
 Blog post likes & comments
 Funds use to help advocate for responsible
breeding

31. Web
Development
(4 months)
• Jan - Apr 2017
Soft Launch
(3 months)
• May - Jul 2017
Official Launch
(5 months)
• Jul - Dec 2017
Growth (12 months)
• Jan - Dec 2018
 Website Completion
 Minimal Viable
Product
 Social media
accounts
established
 Website
optimization
 Puppy University
Videos produced
Total Registered
Breeders
372 654 1124 4780
Total Customers 0 789 3747 27628
Total Visitors to
Blog
500 1500 7500 55000
 SEM
optimization
 3% conversion
rate
 10% less CPC
 Customer growth rate @ 15% per
month
 Videos on breeder visits &
interviews

32.  PuppyAgency.com domain is available
 Total of $230,000 investment
 $150,000 Initial Investment
 4 month of initial web development
 Salary: $143,398
 2 BD specialists, 2 Web developers, 1 website manager, 1 video production specialist
 Marketing (SEO): $1000 per month for consultation
 $80,000 at 5th Month
 Given performance on or above expectation
 Cover COGS for payment to clear in 30 days
 Investment term
 Preferred equity

33. Q & A

34. The Business Model
Canvas
Full terms & conditions
Suggested Keywords
Recommended Breeders
Puppy Listing Snapshot
Recommended List of
Animal Welfare Events

35.  Our Health Guarantee to You*
 Health Check Policy - Before your puppy is sent home to you, he or she has undergone an extensive veterinary
health check and breeders have followed our vaccination and deworming protocols in an effort to ensure your
puppy arrives healthy and happy.
 180 Days Health Guarantee - If, within one year of purchase, your puppy is found to have a congenital or
hereditary condition which adversely affects your puppy's health, we will provide you with a replacement
puppy of equivalent value.
 Your Obligations – YOU MUST FULFILL THESE OBLIGATIONS, AS EXPLAINED HEREIN, OR THIS HEALTH
GUARANTEE WILL TERMINATE AND BECOME NULL AND VOID*
 You must have your puppy examined by a licensed veterinarian within two (2) business days of receipt of the
puppy and, to ensure the health of your dog, you must visit the veterinarian on a regular basis ensuring your
dog receives proper health checkups and timely inoculations.
 Your puppy comes with up to date vaccinations. You therefore should not vaccinate the puppy within the first
ten (10) days of receiving the puppy to avoid over vaccination.
 If your dog's breed is prone to hip dysplasia, do not over-feed or over-exercise your dog and, regardless of
breed, do not over-exercise your dog during his or her growth period.
 If your dog is a female it must not be bred.

36.  *Terms and Conditions of Health Guarantee
 180 Days: If within six (6) months from the date of purchase from Seller, a dog is found and certified by two (2)
duly licensed doctors of veterinary medicine (DVMs) of Purchaser's choosing to have a congenital or hereditary
condition which adversely affects the health of the dog, and if Seller is notified within five (5) business days of
the first veterinarian's determination, the Seller will provide a replacement puppy of equivalent value. Seller
reserves the right to obtain a third opinion of Seller's choosing to determine the congenital or hereditary
condition. All laboratory verification must be done by a licensed DVM.
 Veterinary Costs: Unless required by law, veterinary costs are not covered by Seller.
 Purchaser Acknowledgments: Purchaser is aware that owning a puppy means frequent visits to a licensed DVM
and understands that he/she will be responsible for all costs associated with all veterinarian visits, such as
but not limited to any veterinarian costs associated with spaying or neutering, including undescended testes.
Failure of the Purchaser to provide puppy with timely inoculations or regular veterinary care will void this
Health Guarantee. Purchasers should follow a recommended nutritional program, including feeding only
premium dog foods and vitamin supplements. No replacement or credit will be given if breeds that are known
to be prone to hip dysplasia are overweight or over exercised. All dogs should not be over exercised during their
growth period. Seller sells pets for companion purposes only. If your dog is bred, this Health Guarantee shall
terminate and become null and void. Temperament issues are not covered under this Health Guarantee as
they can be caused by a number of factors outside control of Seller or the breeder including, without
limitation, lack of training, discipline or proper dog socialization. The owner is responsible for all
transportation costs to and from the Seller.

37.  In addition to all the conditions set forth in this agreement, the following additional conditions shall apply and
must be met or this Health Guarantee shall terminate and become null and void:
 The Purchaser must have the puppy examined by a licensed DVM within two (2) business days of receipt of the puppy, for the
puppy's New Puppy Examination (NPE). A copy of the examination (medical record) for the NPE must be sent to Puppy Agency
by e-mail (customercare@puppyagency.com) or fax (123-456-7890) within four (4) days of receipt of the puppy. The Purchaser
shall not vaccinate the puppy within the first ten (10) days of receiving the puppy. Failure of the Purchaser to comply with the
provisions of this sub-part (i) shall void this Health Guarantee.
 In case of severe knee, elbow or hip dysplasia, the radiograph should be permanently identified in the film emulsion with:
registered name and/or number, name of the veterinarian or hospital making the film, date of radiograph taken.
Furthermore, the radiograph and report must meet the standard submission requirements of the Orthopedic Foundation for
Animals.
 If the Purchaser declines any replacement puppy, then the Seller shall be under no further obligation and it shall be deemed
that the Purchaser has released the Seller from any and all further claims and waived any rights to pursue any claims against
the Seller.
 This Health Guarantee shall terminate and become null and void if the Purchaser fails to comply with any term in this
Agreement regarding the care, maintenance, or medical treatments or procedures that the Purchaser is responsible for
providing to the puppy.
 [English Bulldog Health Guarantee Limitations: English Bulldogs are only covered for a period of one (1) year from original
purchase date. During this time, unless otherwise required by law, this Health Guarantee does not cover what in Bulldog
breeds we consider normal: Cherry Eye, Entropion, “loose hips”, skin allergies, elongated soft palate, small trachea, stenotic
nares.]
 The value of the puppy for purposes of this Health Guarantee is limited to the Purchase Price of the puppy,
and does not include taxes, shipping, health certificate and veterinarian costs, shipping crate or any additional
costs or expenses incurred or asserted by the Purchaser. This Health Guarantee is non-transferable and is not
valid for sales of any puppies delivered outside the United States and Canada.

38. Ad group Keyword Currency
Avg. Monthly Searches (exact
match only) Competition Suggested bid
German Shepherd german shepherd USD 550000 0.16 1.52
Puppy puppies USD 450000 0.08 1.32
Shih Tzu shih tzu USD 301000 0.14 1.24
Dog dog breeds USD 301000 0.07 0.32
English Bulldog english bulldog USD 201000 0.11 0.71
Puppies For Sale puppies for sale USD 201000 0.81 0.75
Shepherd Puppies german shepherd puppies USD 165000 0.35 0.72
Yorkie yorkie USD 165000 0.08 0.86
Retriever Puppies golden retriever puppies USD 135000 0.24 0.73
Husky Puppies husky puppies USD 110000 0.31 1.05
Dogs For Sale dogs for sale USD 110000 0.72 0.8
Yorkie teacup yorkie USD 90500 0.41 0.56
Yorkie yorkie puppies USD 74000 0.58 0.82
Puppy rottweiler puppies USD 74000 0.3 0.66
Puppy boxer puppies USD 74000 0.26 0.78
Bulldog Puppies french bulldog puppies USD 60500 0.56 0.61
Yorkie yorkie poo USD 60500 0.13 0.77
Puppy pug puppies USD 60500 0.28 0.88
Puppy beagle puppies USD 60500 0.22 0.74
Puppy great dane puppies USD 60500 0.2 0.7
Bulldog Puppies english bulldog puppies USD 49500 0.55 0.59
Source: Google Adwords Keyword Planner

39. Name Phone Number Email Address
Ellen Schusterson 518-758-1407 eschusterson@nycap.rr.c
om
P.O. Box 115
Kinderhook, NY 12106
Margaret Daly 518-581-9251 lioncrestpwc@gmail.com P.O. Box 925
Saratoga Springs, NY
12866-0925
Karen Gunzel 201-310-4220 Kgunzel@optonline.net 433 Dupont Ave
Hopatcong, NJ 07843
Anne Bowes (781) 934-0110 heronsway.corgis@verizo
n.net
Box 2141
Duxbury, MA 02331-
2141
Lisa Burns 508-362-2868 sndyneck@aol.com 24 Sandy Neck Road
East Sandwich, MA
02537-1208
Marie Cooner (860) 455-9981 jmcoovon@aol.com 88 Federal Rd.
Chaplin, CT 06235
Ellen Childs 860-379-0668 dechilds@charter.net 50 Bruning Road
New Hartford, CT 06057

41.  Dog Breeders
 PetSmart
 Veterinary
consultant –
Riverside Veterinary
Group
 Legal – Legal Shield
 Logistic
 Dog transportation
 Matching the
buyer to right
type of breed
 Assist seller by
create a go-to
platform for
listing
 IT knowledge to
build an easy-to-
use website
 Breeder sourcing
and qualifying
 Breeder
relationship
For affluent adults
aged 35 - 54 who
are looking to
purchase a healthy
and high-quality
puppy, we provide
the most trusted
solution that helps
you find, own and
care for the new
member of your
family.
 Easy selection
process
 Free Education
on dog
ownership
 Affluent
household with
children who
want to become
a dog owner
 Dog owners who
are looking to
own another dog
 2-sided platform
 Digital Channels
 Adwords
 Display
 Paid Social
 Future
 Magazine
 Pet Supply store
 Salary
 180 days money back guarantee
 Website development and maintenance
 Customer and User acquisition
 Mark-up on sell price
 In the future, charges for additional services

42. Event Name Date Address Organizer
NYS Animal Adocacy Day Tuesday, June 07, 2016 at
09:30 AM
Legislative Office Building
in Albany, NY
NYCLASS
Best Friends – Save them all
National Conference
July 14-17 Salt Palace Convention
Center
Salt Lake City, Utah
Friends Animal Society
Adoptapalooza Sunday, May 22, 2016
Noon–5:00 p.m. (rain or
shine!)
Koeppel Subaru
42-01 Northern Boulevard,
Long Island City, NY
Mayor's Alliance for NYC's
Animals
Broadway Barks Saturday, July 11, 2015
3:00–6:30 p.m.
Shubert Alley, West of
Broadway, between 44th
and 45th Streets, between
Broadway and 8th Avenue,
Manhattan
Mayor's Alliance for NYC's
Animals
The ASPCA Annual Humane
Awards Luncheon
Thursday, November 17,
2016
Cipriani 42nd Street, NY ASPCA
2015 Young Friends Benefit October 15 2016 IAC headquarters, NY ASPCA

43.  Lead qualification -
 Purebred only (47% of all US dogs according to American Humane Association
Report)
 Length of breeding > 3 years
 Demonstrate extensive knowledge of the breed's history, traits, temperament, and
conformation
 Specialized in only 1-2 breeds
 AKC certified pedigree
 If shown concern about where the puppy will end up in
 Breed for dog show preferred
 Champion/Grand Champion bloodline preferred
 Conversion – 2%
 Signup to list their litter on PuppyAgency.com