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Animal shelters provide underestimated benefits at different levels of the society. However, they are still not very popular among all segments of the population, as their lack of resources does not allow them to become appealing for the larger public. GATTACCI is my proposal of a new concept and business model for sustainable animal adoption, that redesigns the traditional cat shelter and transforms it into an innovative, inspiring experience for sustainable cat adoptions.
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A n e w c a t s h e l t e r b u s i n e s s m o d e l
T A B L E O F C O N T E N T S: M A R K E T
Italian pet marketMain pet adoption / purchase channelsMain drivers for pet choice
P R O B L E M S E T T I N GAnimal abandonmentBusiness model of animal sheltersBenefits of animal sheltersWhy are animal shelters not popular?
S O L U T I O NHow can we make animal shelters popular?Supporting trendsMoodboard
B U S I N E S S M O D E LKey activitiesBenefits of the GATTACCI experience
C O M P E T I T O R SCompetitors mapping
U S E R S C E N A R I OFrancesca and Matteo’s GATTACCI journey
C O M M U N I C A T I O N C A M P A I G NCatvertisingCat photography competitionAdoption campaign
F I N A N C I A L F O R E C A S TCost projections year 1Revenue projections year 1Projections over 3 years
MARKET
MARKET
Italian pet market 25,354,000 pet owners in 2011*
NO
PET
58.3%
DO
G
20.18%
CA
T
OTH
ER
13.4% 8.12%
2001
200830% increase**
Source: Il costo degli animali domestici, Indagine ADOC, 2011**Source: Rapporto Italia 2011, Eurispes*
32% increase **
5,307,250,000 €7,992,559,000 € 3,216,035,000 €
2011 TOTAL EXPENSE FOR PETS: 16,500,000,000 €*
FOO
D
HEA
LTH
BEA
UTY
GA
DG
ETS
76% 17% 4% 3%
MARKET
MARKET
Italian pet market 25,354,000 pet owners in 2011*
NO
PET
58.3%
DO
G
20.18%
CA
T
OTH
ER
13.4% 8.12%
2001
2011 TOTAL EXPENSE FOR PETS IN ITALY: 16,500,000,000 €*
200830% increase**
32% increase **
Source: Il costo degli animali domestici, Indagine ADOC, 2011**Source: Rapporto Italia 2011, Eurispes*
5,307,250,000 €7,992,559,000 € 3,216,035,000 €
FOO
D
HEA
LTH
BEA
UTY
GA
DG
ETS
76% 17% 4% 3%
The pet market is: an expanding, recession-resistant market
MARKET
MARKET
Main pet adoption / purchase channels
BREE
DER
NET
WO
RK
HO
ME
BORN
PET
SHO
P
SHEL
TER
40% 31% 20% 5% 4%
NET
WO
RK
BREE
DER
SHEL
TER
BORN
AT
HO
ME
55% 22% 16% 7%
*
**
(€)€ €
€(€)
Average purchase price:400 €
150 €
**Source: Small scale survey, self-conducted
Source: Degl’Innocenti, G. l legame cane-padrone: una nuova prospettiva dell’attaccamento umano? Università degli Studi di Firenze, A.A. 2004/2005*
MARKET
MARKET
Main drivers for pet choice
PURE
BRE
ED
MU
TT
80%
20%80% *
CH
ARA
CTE
R,
EMPA
THY
50%
AG
E (Y
OU
NG
)
40%
PURE
BRE
ED
10%
**
50%
**Source: Small scale survey, self-conducted
Source: Degl’Innocenti, G. l legame cane-padrone: una nuova prospettiva dell’attaccamento umano? Università degli Studi di Firenze, A.A. 2004/2005*
MARKET
MARKET
PROBLEM
PROBLEM SETTING
Animal abandonment
Source: Cifre sul randagismo, LAV Onlus report, 2008
66% 33%
CA
TS
DO
GS
Highest regional rates:CAMPANIA (70,000 yearly)PUGLIA (70,000 yearly)SICILIA (68,000 yearly)
Highest regional rates:VENETO (549,000 yearly)LAZIO (450,000 yearly)LOMBARDIA (300,000 yearly)
PROBLEM
PROBLEM SETTING
2011 TOTAL NUMBER OF ABANDONED DOGS & CATS (ITALY): 135,000
Animal abandonment
Source: Cifre sul randagismo, LAV Onlus report, 2008
66% 33%
CA
TS
DO
GS
Highest regional rates:CAMPANIA (70,000 yearly)PUGLIA (70,000 yearly)SICILIA (68,000 yearly)
Highest regional rates:VENETO (549,000 yearly)LAZIO (450,000 yearly)LOMBARDIA (300,000 yearly)
Animal abandon leads to:COLONIES OF SICK, HUNGRY ANIMALSATTACKS TO HUMANSROADKILL AND CAR ACCIDENTS
PROBLEM
PROBLEM SETTING
2011 TOTAL NUMBER OF ABANDONED DOGS & CATS (ITALY): 135,000
Business model of animal shelters
ADOPTION
SHELTER
TERRITORY
OWNERS
MONITORING
CARE
Shelters are supported through:
PUBLIC FUNDINGPRIVATE DONATIONSCOLLABORATIONS WITH LOCAL HEALTH SERVICES
Shelters typically have:
SCARCE RESOURCESPOOR ORGANIZATIONPOOR PROMOTION
PROBLEM
PROBLEM SETTING
Benefits of animal shelters
FINDING THE RIGHT PET-MATE (wide choice)PERSONALIZED, UNBIASED ADVICEHEALTHY, VACCINATED PETS
PET
SOCIETY
INDIVIDUAL
SECOND LIFEAGAINST ‘PUPPY MILLS’REDUCING NUMBER OF STRAY ANIMALS
REDUCING NUMBER OF STRAY ANIMALSAGAINST ‘PUPPY MILLS’ SUSTAINABLE BEHAVIOR
PROBLEM
PROBLEM SETTING
Why are animal shelters not popular?
**Source: Small scale survey, self-conducted
DEPRESSING EXPERIENCE
BAD HYGIENIC CONDITIONS
NO PURE BREEDNO YOUNG PETS
NOT PROPERLYPROMOTED38% 32% 20% 10%
PROBLEM
PROBLEM SETTING
SOLUTION
SOLUTION
How can we make animal shelters popular?
PLEASANT, INSPIRING EXPERIENCE
CLEAN, TIDY ENVIRONMENT
FOCUS ON PET CHARACTER
EFFICIENT COMMUNICATION
SOLUTION
SOLUTION
Supporting trendsGrowing popularity of associations for the adoption of adult and abused dogs
GACI Facebook fans: 3,300
G A C I (Greyhound Adoption Centre Italy)
P A W S Chicago
Best practice: PAWS Chicago no-kill shelter revolutionized the concept of animal shelter
Since founding in 1997: Reduced number of animal killings in Chicago by half
In 2011: Found a home for 4,268 petsSpayed/neutered 17,235 pets
SOLUTION
SOLUTION
Moodboard
re-designs the traditional cat shelter and provides an innovative, inspiring experience for sustainable cat adoptions.
SOLUTION
SOLUTION
BUSINESS MODEL
MODEL
Key activities
ADOPTION CENTRE
SHOP
VETERINARY
HOTELCAFE’
EVENTS
BUSINESS MODEL
MODEL
Key activities
ADOPTION CENTRE
Cat intake and care until adopted (no killing). Personalized assistance to potential owners.Possibility of distance adoptions offered.
BUSINESS MODEL
MODEL
BUSINESS MODELKey activities
SHOP
Complete retail experience for cat owners: food, toys, gadgets.
BUSINESS MODEL
MODEL
Key activities
HEALTH SERVICE
Cats check-up and health care, vaccinations and neutering. In partnership with veterinary clinics. Possibility of subscriptions (entry- or yearly basis).
BUSINESS MODEL
MODEL
Key activities
HOTEL
Superior cat stay and care service during the owners’ holidays.
45% of survey participants would use it.
BUSINESS MODEL
MODEL
Key activities
CAFE’
First touchpoint for the public: a cafe’ where the most sociable shelter cats keep people company.
BUSINESS MODEL
MODEL
Key activities
EVENTS
Monthly activities around the world of cats (educational and entertaining).
BUSINESS MODEL
MODEL
© Claudia Crobatia
PRE-ADOPTION
ADOPTION
POST-ADOPTION
Benefits of the GATTACCI experience
HEALTH CARE SUPPORT ENTERTAINMENT
CUSTOMER BENEFITS
HEALTH SAFETY
LOW RISKS ADOPTIONS
ENTERTAINMENT
AND EDUCATION
CUSTOMIZED ASSISTANCE
360° SERVICE
BUSINESS MODEL
MODEL
Cats check-up and treatments
Included in adoption fee: complete check-up,neutering / spaying,vaccinations
Matchmaking programto find the ideal cat-mate
Expert advice and counseling(return & refunding possible)
Gattacci shop to find everything for your (new) cat
Gattacci cafe’ to experiencethe shelter cats
Included in adoption fee: check-up after 6 months, free (urgent) treatment in 1st yearOptional: subscription for vetvisits (yearly or on entry basis)
Expert advice and support
Gattacci shop
Gattacci hotel (holidays)
Gattacci cafe’
Events & Workshops to learn more about cats
Gattacci cafe’ for a pleasant break with friends
COMPETITORS
COMPETITORS
COMPETITORS
POST-ADOPTION
GATTACCI
BREEDERS
PET SHOPS
CAT SHELTERS
CAT HOTEL
ADOPTIONS (PURCHASE)
ADOPTIONS (FREE)
FOOD & GADGETS
CAT CARE
CUSTOMER CARE
& AFTER SALES
PURE BREEDS
YES YES
YES YES YES
YES PARTIALLY PARTIALLY YES
YES YES YES
YES
PARTIALLY YES
360° CUSTOMER ASSISTANCE LOW RISK, ACCESSIBLE ADOPTIONS ENTERTAINMENT & EDUCATION
COMPETITORS
Competitors mapping
SCENARIO
USER SCENARIO
Francesca + Matteo
Cafe’
Shop
Adoption centre
HotelEvents
SCENARIO
USER SCENARIO
© Claudia Crobatia
COMMUNICATION
COMMUNICATION CAMPAIGN
COMMUNICATION
OPPORTUNITY:
Documenting the life of the shelter and of its inhabitants through catchy videos and photography to highlight their personal history and their own character
• 30% of most watched YouTube videos: cats• By 2015 90% of advertising will be Catvertising*• World’s first Catvertising agency launched in 2011
*Source: Canadian advertising agency St. John
COMMUNICATION CAMPAIGNCatvertising
COMMUNICATION
Cat photography competitionCOMMUNICATION CAMPAIGN
Through cat eyes
GATTACCI shelter
Feline colonies
Domestic cats Milan cat-photography competition
Reportage to raise awareness about stray cats
Reporting live on the website + Photography exposition at GATTACCI cafe’
CAMERA
PHOTOGRAPHERS
COMMUNICATION
Cat photography competitionCOMMUNICATION CAMPAIGN
Via Carlo Valvassori Peroni 1220133 Milano
Tel: 02 353685www.gattacci-milano.it
@ gattacci-milano.it
Photography competitionThrough cat eyes
Cat shelter
Via Carlo Valvassori Peroni 1220133 Milano
Tel: 02 353685www.gattacci-milano.it
@ gattacci-milano.it
Photography competitionThrough cat eyes
Via Carlo Valvassori Peroni 12
20133 Milano
Tel: 02 353685
www.gattacci-milano.it
Photography competitionThrough cat eyes
PRINT & ONLINE ADVERTISING
STREET ADVERTISING
COMMUNICATION
Adoption campaignCOMMUNICATION CAMPAIGN
RISCATTA UN GATTACCIO RANSOM A ‘GATTACCIO’
COMMUNICATION
Adoption campaignCOMMUNICATION CAMPAIGN
GATTACCI Milano Official Group
GATTACCI MilanoRISCATTA UN GATTACCIO
RANSOM A ‘GATTACCIO’
FINANCIAL FORECAST
FINANCIALS
FINANCIAL FORECAST
FINANCIALS
Cost projections year 1
42% 33% 16% 3%22%
ADOPTION CENTRE CAFE’ SHOP EVENTSHOTEL
COMMERCIAL COSTS: 4,000 €
TOTAL COSTS: 429,000 €
TOTAL COSTS OF GOODS SOLD: 18,000 €
OVERHEAD: 407,000 €
FINANCIAL FORECAST
FINANCIALS
Revenue projections year 1
71% 33%
SHO
P
TOTAL REVENUES: 220,000 €
14%
AD
OPT
ION
CEN
TRE
CA
FE’
10% 3% 2%
HO
TEL
EVEN
TS
FINANCIAL FORECAST
FINANCIALS
Projections over 3 years
TOTAL REVENUES: 147,000 €2013 2014 2015
REVENUES
COSTS
OPERATIONAL PROFIT
NET PROFIT
220,000 € 355,000 € 360,000 €
99,000 € 207,000 € 213,000 €
139,000 € 145,000 € 147,000 €
% PROFIT - 2,7% + 18,8%
-5,900 € 67,000 € 70,000 €
+ 19,5%
G i v e c a t s a s e c o n d l i f e