Business Plan of

Furfect Pet Store

Introduction
We have named our business
Furfect Pet Store

Locality of the business

Furfect Pet store is located on University road near
Tehkal and is situated on main G.T. road.

Nature Of Business
We provide people with all kinds of pets ranging from animals
to birds and fishes. We also provide veterinarian services for
the animals. We also provide decontamination, cleaning and
trimming services for your pets. Our products include pets, pets
accessories and synthetic cloths and products to replicate the
effects if fur for medicinal services.

Mission statement
Our mission is to provide Peshawar cantonment and university
area with a great selection of high quality Pet, Pet Products and
Pet Foods at the best price possible. And to not only give
people a loyal companion but a 24 hour on the go therapy
treatment mechanism.

Vision statement
Provide the Khyber Pakhtunkhuwa province with the highest
quality pets and supplies, expert advice and veterinarian
services while providing a friendly and fun work and shopping
experience. And to create a brand name that people remember
pets by the name Furfect Pets store.

Slogan
Live healthy with loyal companions

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 Executive Summary

Furfect Pet Store offers pets and services for pets. we provide clean,
healthy and decontaminated pets that often prove to be worthy and loyal
companions. Our clients are pet loving people. We also satisfy needs of
people who are looking for means to reduce tension, blood pressure and
stress with therapy method without the use of medicine. We also offer a
variety of pet care services 24 hour a day– all in the environment that is
healthy for Pets. In Pakistan the pet store business has not flourished that
much and need new innovative minds and ideas to set a strong market in
the coming years. Our market research has shown that around 6 out of 10
people like pets and are willing to buy them. Furfect Pet Store’s marketing
strategy is to emphasize on quality, health and cleanliness of pets and
their owners. Providing all necessary precautionary measure for pets and
owners. Owner will evidently find happy, friendly companions who have
already been trained welled and are healthy, loyal and loving. All pet
services will be provided by staff trained in animal care.

We are only starting up as Pet Store, pet clinic and pet accessories
suppliers. We plan to start up a 24/7 pet ambulance service in the next
two years. We will start-up an online store with free delivery services in
the next five years.

From the authors

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Description of the business
Products
We sell different breeds of animals, birds and fishes. We also
sell pet supplies, accessories and a synthetic cloth and product
created from it that replicates the effects of animal fur.
Services
We provide veterinarian, training, trimming and
decontamination service for pets.

Owner’s Background
The owners are all young, energetic and innovative business
students who are related to the different field of business
studies.
1. Ahmed Ali Syed the first unlimited partner is good at
managing personnel and is related to the field of human
resource.
2. Syed Mehdi Uz Zaman Gillani is the other unlimited
partner with no say in the business he is the inactive
partner only providing the finance and is related tti the
field of finance

3. Waqar Ahmad the first limited partner is also related to

finance and is also the chief finance officer for business

4. Tayyaub Khalid the last partner is the head of marketing &

sales and is also affiliated with that particular field

Business Objectives
1. Earn favourable profits
2. Create a brand name that is known to all
3. Create awareness regarding pets and their advantages
4. Move government to create animal protection laws
5. Provide pet care services
6. Make pets legally a mode of therapy for tension
7. To create synthetic clothing that reproduces effects of
animal fur. (for animal with allergies to the animals)
8. Providing products for animal safety, feeding and
housing.
9. work for strict punishment to animal offenders

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 Organizational Plan
Legal form of the business
The business is legally a limited liability partnership. With
Ahmed Ali Syed and Syed Mehdi Uz Zaman Gillani are the
unlimited partners and others are limited partners and have
limited liability.

Starting Budget
Ahmed Ali Syed has initially invested 5 lack rupees along with
land and building under his ownership, and while Syed Mehdi
Uz Zaman Gillani, Tayyaub Khalid and Waqar Ahmad have also
invested 5 lack rupees each. So our initial investment is 20
lacks. 15 lacks will be used up in starting the business and will
be used in procurement of animals, machinery, initial staff,
brand name, office furniture, stationary and shop building.
While the remaining 5 lacks will be used as contingency
capital , for promotion and marketing purposes.

Continuity of business
Continuity exists within the business. The business will not
finish If

• Any limited partner dies: his partnership rights will be

transferred to his legal heirs, or if agreed upon his
investments along with his claims in profit will be paid and
partnership rights will be bought from his family.

• Any limited partner withdraws: his equity claims will be

settled and he will be released from the partnership

• Any limited partner sells his equity claims: this must be

done by the consent of all the other partners and all the
partners must be asked to buy that claims before they can
be sold to any third party

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 • In case of unlimited partner: the business has no
continuity in case the unlimited partner dies or the he
wants to withdraw his claims due to some feud.

Capital requirement
• Land is already under the ownership of the unlimited
partner and capital will be required to furnish and make it
up to the mark needed to be a pet shop.

• Animal trainers, handlers and veterinarian will be hired

and capital will be required for job publication and hiring.

• The machinery is to be transferred from Karachi or is to be

imported as it is not available in Peshawar.

• The animals are to be brought from different region and

maximum of 15 lacks rupees are required for their
procurement

Management control
The Furfect pet store will be management by a decentralized
board of owners.

Syed Mohammad Hasnain Gillani (formerly a factory owner and

having more than 35 year experience in the market) will be the
president and chief executive officer while Ahmed Ali Syed will
be the head of human resource, Syed Ameer Uz Zaman Gillani
(formerly a factory owner and having three year of experience
at management) will be the chief operations officer, Tayyaub
Khalid will be chief marketing officer and Waqar Ahmad will be
chief finance officer.

Organization design

Chief executive
officer

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Chief finance Consumer
Head of Human Chief marketing Chief operations
consultants Sales Sales Animal Animal
officer
Accountant resource officer officer
and manager person handlers trainers
 Marketing Plan
Marketing Research questionnaire responses

Respondentresponces
No
13%

Definitely

May be Definitely Maybe

29% 58% No

We conducted a marketing research to know the needs and

perceptions of the customers about the sales of Pets. This was
necessary as it gave us a primary look into the market and
whether any such business should be undertaken or not. A
solid 58% of our respondents showed favourable result, well
29% of the respondents were undecided and 13% of the our
respondents were against our idea.

Why to buy at the Furfect pet store?

Furfect provides the best available breeds of animals kept in
safe and clean environment. The animals sold at Furfect are
well trained. We at Furfect provide all precautionary guideline
to customers regarding their action near animal and also
provide animal handling guide and proper education. We
consider our customers are king and provide an environment
which they can relate to. We provide veterinarian services,
trimming and addition services for pets. A regular check-up
date is fixed to keep the animal in perfect health for our
customers. We also provide a 24 hour home delivery service
and plan to start an animal ambulance service in future.

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Porter’s Five Forces Model

Analysis of Competitors
There are a few competitors in our business and none of them
are widely known. Competition in a little stiff in the animal
clinic category as there are a few animal hospitals and namely
one or two animal shops. There is also a high profile bird
market in Kohati area which might prove a testing competitor
for us. There are two main competitors for us in the Peshawar
market.

A. The medical hospitals that provide veterinarian services

and animal medicines and vaccination. Animal hospital
and clinic (10-Jawad Plaza, Pajaggi Road BachaKhan
Chowk Peshawar, Pakistan).

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B. The other competitor is the bird market of Kohati area
which has a very strong hold on bird sales and bird related
accessories.

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 Competitors Table

Details Competitor A Competitor B

Products &Services Animal clinic and Provides birds and
veterinarian service birds accessories to
about 90% of
Peshawar market
Pricing Strategy The prices are low High prices & good
but the quality is quality but the
second to none. monopoly has
They don’t really helped them dictate
care about animals their own prices with
and they are not high profit margins
treated well by the for too long
doctors.
Promotion Strategy They don’t really A usual pamphlet is
promote themselves issued to promote
and is the main one entrants into
reason for lack of that market but
public knowledge word of mouth is the
about them main promoter for
that market
Strengths They have specific They deal in birds
users and provide a that are commonly
colt like experience liked and are bought
to them their on daily basis
customers are
satisfied with them.
Weaknesses The lack of quality in High price and a flair
services and lack of of fraud to trap
quality doctors is innocent customers
their biggest has created some
weakness bad repute for them
in their market

Analysis of Customers
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Our customer frequent for common animals but are rare for
special animals. This mainly due to the price difference
between them. The customer doesn’t have much power in this
market and business usually enjoy monopoly. The customers
are weak and don’t have much say in setting up the prices.

Analysis of Suppliers
Our suppliers are the licensed importers and exporters of
animals having the full rights to sell all the breeds that are
bought by us. Our suppliers are usually the foreign exporters of
animals. We also remain in close contact with the local
exporters trying to buy fully licensed special breeds of animal
that can be sold to our customers.

Threat of New Entrants

This market is a undiscovered market of possibilities in
Peshawar and the threat of new entrants will be at its
maximum once a business is fully established in this market.
The new businesses will be opened as the market becomes
profitable and attractive.

Threat of Substitute Products

The substitute products though present have little fame among
the people nad pose no real threat to our products.

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Situation analysis
The company’s situation analysis is based on the customer,
competitor, context, and segmentation and targeting. Furfect
pet store is going to start its operations for the first time. Based
on data gathered through marketing survey conducted using
questionnaires the ideology behind Furfect has gain mainly
positive feedback from the target customers.

Company
We are the first fully functional business of pets in Peshawar,
having a clear vision in mind. We are only providers of pets and
pet related services. We deal in variety of breeds and also
import on order. We also provide therapy treatment
mechanism for the blood pressure patient. And design products
for the blood pressure patient who are allergic form animals.

Customers
• Our primary customers will be people who love pets
• We will also focus on people who suffer from tension
and hyper tension
• We will try to create customers from people who are
undecided about pets and have a soft spot for them
Context
Political and legal context
Pakistan is suffering from political instability and which has
created import hurdles. The focus has mainly been on
improving political structure and thus legislations regarding
animals have been overlooked.

Economic environment
Economy is unstable and major inflation has led to higher
prices and costs. This instability has given an excuse to the
external investors who have taken out their investments a
have left a huge gap in market leaving the business
environment very fishy.
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Socio-cultural
The dominance of Islamic ideology regarding the infectivity of
dogs has created a major misconception about other animals
too and people are afraid to buy pets. Also the people who
have pets are considered to be dirty which leads to people
disliking pets.

Technological Environment
Though a little slow to adapt to technology at first, now the
Pakistani technological environment is growing very fast. The
required technology will easily be available in metropolitan
cities and thus can be imported to Khyber Pakhtunkhuwa.

Target Market
We will target Peshawar cantonment and university area and
will increase to city and to whole Khyber Pakhtunkhuwa
province overtime.

Upper-Middle class and Upper class

Male and Female Age 14-60 (teenagers, youth and adults)

Market summary
Pets are a vacuum market with no companies to fill customers’
needs. The market is there to be taken and we are taking the
first initiative. A certain kind of dissatisfaction exists among
tension and blood pressure patients regarding heavy
medication taken by them. Pets; as several researches
suggest; can be used as therapy treatment to reduce and
control tension and blood pressure constantly.

Market needs
1. Animals for security

2. Animals for companionship

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 3. Animals as a hobby

4. Animals as a status symbol or some other unconscious

desire

5. Exotic animals

6. Animal replacement for treatment and therapy for blood

pressure patients

Market trends
Almost 86% of market has favourable view of animals and want
to buy animals that are bred in a clean, green and
decontaminated area. There is a superstitious that animals are
“naajis (impure)” which is not the case except for dogs. But
dogs can be kept as the guard or hunters.

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SWOT Analysis
Strengths
 Extensive market knowledge

 Availability of many kinds of animals, bird and fishes

 Providing extensive services to customers

 A one stop, pet all needs facilitating, shop.

 Creative and innovative pets alternative products as a

mode of therapy

 Access to foreign markets and legally imported pets

Weakness
 No training in animal handling, just personal experience

 Expensive imported animals

 Lack of trend of pets

 Initial investment relatively high

 Expensive technology import

 The fur alternative is created from a special sheep skin

called QARAQUL. and fur fabrics which are expensive and
limited

Opportunities
 Creation of awareness among people

 Can extend market to more parts of Pakistan

 Add many new animals to our product line

 Create a market in pet accessories

Threats

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 Animal smuggling

 Political instability in the region

 Increasing import duties

 Lack of proper technology

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Marketing Mix
The 7 Ps of marketing

 Product

 Price

 Perception

 Placement

 Promotion

 People

 Packaging

Product (marketing offer)

1. A wide variety of animals

2. A big collection of birds

3. Many exotic fishes

4. Synthetic clothing as fur replacement for therapy

5. Animal accessories

6. Veterinarian services

7. Trimming and cleaning services

Price
1. Affordable for local pets with animals priced below Rs.
10000 (excluding rare breeds)

2. Expensive imported pets ranging within Rs. 15000-50000

(excluding very rare breeds)

3. Price division on the basis of different animal

4. The price varies for different breeds too

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 (the price includes import duties and taxes)

Perception
We will place our products as higher class brand in the minds of
our customers and as a quality brand in the market, which
emphasizes on quality, cleanliness, health and affordability.

Placement
1. Our outlet will be in Peshawar university region which in
our perception is the perfect placed for our business to
flourish

2. We will extend our outlets to Saddar and city region in the

next three years

3. After 5 years we will open outlets in all major cities of

Khyber Pakhtunkhuwa

Promotion
 Television Advertisement

 Billboard

 Pamphlets

 The Rampage Co has printed catalogue & business

portfolios for the promotion of our brand and products.

People
• Five animal trainers and managers

• A veterinary surgeon and an accountant

• two Sales handlers

• three customer consultants and educators each

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Packaging
A clean aquarium for fishes

Cages of all size with new designs for birds

Small and large cushion filled basket s for the animals

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Marketing Strategies
• The marketing will seek to develop interest and
awareness of its products to the customer.

• Furfect pet store offers best, healthy and clean animals.

We will provide state of the art services free for first two
month of operations.

• News paper advertisement and pamphlets will be floated.

• Will buy air time on major radio station like fm-101 and
radio Buraq 104

• An internet webpage will be created

• By proper advertisement and publicity pet awareness and

demand will be created for the pets and products.

Financial Objective
The minimum revenue of Rs 700000 will be generated semi-
annually with our own profit a mere Rs 70000. We have let our
profit margins low because we want to achieve a higher market
share and gain satisfied and loyal customer. Our financial
managers have calculated a market share of 76% in Peshawar
in the next year or so. Which is more than Three fourth of the
whole market.

Financials
These will give us a view of how our business will perform in
near future. Furfect pet store’s financial earnings will help us to
demonstrate the breakeven point, enable s to forecast sales
and expenses.

Break even analysis

Assumptions
• Average per unit revenue = PKR 9000/-

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 • Average per unit variable cost = PKR 3600/-

• Estimated semiannual fixed cost = PKR 300000/-

Break even = fixed cost / Revenue - variable cost

Break even = 300000/ 9000 – 3600

Break even = 55.56

Sales forecast
The sales forecast of Furfect pet store the revenue that will be
generated in the next two semi-annual accounting periods. The
pet store analyzes the sales according to different breed’s f
animals that will be offered i.e. Local, Imported and Very
special breed.

Sales 2011(July- Dec) 2012(Jan - June)

Local PKR 650,000 PKR 490,870
Imported 1,455,000 2,100,000
Very special 1,750,000 1,820,000
Total sales 3,855,000 4,410,870

Cost of Goods sold

cost on Apr’11-Sep’11 Oct’11-Mar’11
acquisition and
maintenance
Local PKR 124,300 PKR 216,000
imported 562,794 520,788
Very special 1,260,000 1,508,500
Total cost of 1,947,094 2,245,288
sales

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