“Mystery Box”NAME TO BE DETERMINED

GoalsIntroduce current customers to new products. Remove risk barrier to buying. Create new must-haves for their pets.

Attract new kinds of customers. Educate pet owners on care options. Become an authority on all things pets.

Increase average customer lifetime orders by making reorders automatic. Set it, forget it, enjoy the benefits.

Use short dated products as samples. Educate customers about options. Increase future demand.

Offer sampling program for vendors. Get free stuff, give free stuff, generate interest in and demand for new products.

Negotiate COOP benefits. Capitalize on advertising opportunities. Get kickbacks for premium products.

$$

?

Who’s the box for?Dog owners

With regular size dogs

Who want the best, but

Don’t know what the best is,

Don’t want to risk the wrong choice,

Or want to try before deciding.

What’s in the box?Toys: Customer favorites include rope chews, balls, plush-free, fetch, and treat balls

Treats: Customer favorites include biscuits, freeze dried, training, natural, dental, and skin/coat support

Health: Customer favorites include anxiety solutions, vitamins, water additives, tartar control, fish oil, nutritional, and probiotic

Why’s it in the box?Short Dated & Overstock: Expiring within six months or more than one year of stock

Samples:● New house products● Small vendor products needing exposure● Newly released big vendor products● Pre-packaged samples

Premium: Popular, big-selling brands or luxury products

Pricing tiers

Products: Short dated, overstock, samples, and premiumAmount: 6-7 productsType: Toys, treats, health

Margin: 5-25% (inc. shipping)COG possible: $5.00 - $6.33Shipping: Free

Products: Short dated, overstock and samplesAmount: 4-6 productsType: Toys, treats, health

Margins: 5-25%COG possible: $5.25 - $8.31Shipping: Charge

Products: Short dated and overstockAmount: 3-4 productsType: Toys, treats

Margins: 1-20%COG possible: $5.07 - $6.02Shipping: Charge

$19Back to Basics

$35Premium Pack

$49Boutique Visit

$49Boutique Visit

$35Premium Pack

Competitive edge

Reach people willing to spend more on their pets. Can be converted into high AOV customers.

Considerations: Extra effort required to create a specialized experience driving long-term loyalty. Meet customer expectations.

Reach same group of customers as existing services. Sheer number of competitors says this group is large.

Considerations: Pricing the same means we have to provide better products or advertise creatively to reach new people. It’s a big pie, but it’s all taken right now.

Reach price-sensitive shoppers. Use to recover some value from short dated products.

Considerations: Projected losses are products nobody wants even nearly for free. Customers will buy this once, then cancel their subscription.

$19Back to Basics

Distribution

Create dedicated, conversion streamlined site. Reach new demographic. Acquire new contacts.

Considerations:● New domain advertising● Development time● Existing competition

$35Premium Pack

Host on third party box sites. Reach multiple existing customer bases. Minimal management time.

Considerations:● Contracts possible● Third party SEO limitations● Existing competition

Create as SKU on entirelypets.com. Advertise to current customer base. Simple add to cart. Easy auto-ship.

Considerations:● Subject to all discounts● No duplicate purchase limit● Multi-department updates● Lost in 15,000 SKUs

$49Boutique Visit

$19Back to Basics

How can this expand?

Life Event Themed

Toys Only

Large/Small Sizes For Cats

Treats Only

Natural Only

Made in USA

Holiday Themed

Ls

Do it right, go all the way.Nothing less than the best.

Promote Expand

Externally, host on third parties. Internally, call it an “affiliate,” “partner,” or “child” service.

● Promote as own entity● Benefit from other existing

customer bases

Have a plan. Set milestones that mark when new things will happen and what will be done.

● E.g. after 200 subscribers, offer large box

● E.g. after 6 months, review pricing tiers

Develop as its own brand. Let it have its own customer base. Treat these customers differently.

● Distinguish from lineup● Develop streamlined sub-site● Box and ship separately

Separate

Recommendation: As a product

Recommendation: Inside the box

Leverage size, market reach, and knowledge. Be bold, call out competition. Be better, offer more.

● New and edgy brands● Content education● Price comparisons

Drive long-term growth. Tell customers where to get more. Make it easy to buy again.

● 6-month coupon codes● Savings on re-purchase● Only from “affiliate” site EP

Keep logistics simple. Pre-pack boxes for easy shipping. Start small, increase with demand.

● Chase items in a few (e.g. 1 in 100 boxes have CET)

● Short dated and overstock used as happy “bonus” items

Prepare Value Retain