5 Market
5.2 Demand Forecast
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Figure 5 Number of household near proposed location
Source: Reproduced from Household Registration office of Yangmei District, Taoyuan http://www.yangmei-hro.tycg.gov.tw/home.jsp?id=13&parentpath=0,12
5.2. Demand Forecast
Taoyuan city had been promoted to a full special municipal city in 2014. There are more and more building projects in Yangmei area since 2016 (please refer to figure 6 and table 11). Population is increasing (please refer to figure 7-9) and the most populated area is near the spot which we are going to open the store (please refer to figure 10). Small families (1-3 people) are the biggest group in this migrant population. There are still many building projects under construction in the area. We can expect the market is continuing to grow.
However, there is only one brand name coffee shop, Starbucks, to provide a relaxing
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environment. Most of the shops here are small restaurants or convenient stores meeting basic living needs of local residents.
Figure 6 New building project near proposed location
Source: Reproduced from Apple Daily (2016, Sep 3) 楊梅埔心生活圈 交通便捷
大樓每坪17萬起http://home.appledaily.com.tw/article/index/20160903/37368804/news/%E6%A5%8A%E6%A 2%85%E5%9F%94%E5%BF%83%E7%94%9F%E6%B4%BB%E5%9C%88%E4%BA%A4%E9%80%9A%E 4%BE%BF%E6%8D%B7%E5%A4%A7%E6%A8%93%E6%AF%8F%E5%9D%AA17%E8%90%AC%E8%B
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Table 11 New building projects
Project Walking distance Date of completion No. House Hold
A 11 mints Jun-18 53
B 3 mints Dec-16 217
C 3 mints Dec-16 43
D 3 mints Apr-17 145
E 6 mints Dec-16 149
F 15 mints Dec-16 168
G 7 mints 2012 40
H 5 mints 2013 320
I 5 mints 2015 132
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Figure 7 Population and number of increasing in Yangmei
Source: Reproduced from Household Registration office of Yangmei District, Taoyuan http://www.yangmei-hro.tycg.gov.tw/home.jsp?id=13&parentpath=0,12
Figure 8 Population density in Yangmei
Source: Reproduced from Household Registration office of Yangmei District, Taoyuan http://www.yangmei-hro.tycg.gov.tw/home.jsp?id=13&parentpath=0,12
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Figure 9 Population increase profile in Yangmei
Source: Reproduced from Household Registration office of Yangmei District, Taoyuan http://www.yangmei-hro.tycg.gov.tw/home.jsp?id=13&parentpath=0,12
Figure 10 Population growth rate in Yangmei
Source: Reproduced from Household Registration office of Yangmei District, Taoyuan http://www.yangmei-hro.tycg.gov.tw/home.jsp?id=13&parentpath=0,12
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Today, the population of Yangmei area has grown by 10% to compare to 2011. And, it is still growing. According to the statistics of the household registration office of Yangmei district, the population of the subdivisions of Yangmei district around the proposed location is about 14,000.
According to our previous estimate, two-third of the population doesn't keep dogs or cats. Our potential customers should be 9,333. Because there is not much change in the proposed location area, we still use the 547 accommodation and catering units to estimate. We estimate the number of customers per day should be 17 people. We expect the number would grow, because of the living style of people nowadays. Having a pet would change a person's life a lot. If you have a dog, you need to walk the dog twice a day, and this job lasts at least 10 years. Not mention having a vacation, you need to find a qualified pet hotel and pay a significant amount of money to check-in your pet. You can't go home late, because you need to feed and care for your pet. It's a commitment that a lot of people choose not to fulfill. It would be attractive for them if we provide the service that they can have a pet without the commitment.
5.2.1. Forecast Assumptions
We expect we will have 17 customers per day 85 customers per week in the first year, 19 customers per day 95 customers per week in the second year, and 23 customers per day 115 customers per week after two years.
Our opening hour will be as below to suit customers' need.
Tuesday-Friday 16:00~24:00. Saturday 13:00~21:00
Our busiest period will be:
Tuesday-Friday 19:00-24:00. Saturday 13:00~19:00
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Friday and Saturday will be our busiest day.
For the continuing growing population in Yangmei, we may need to expand in the future.
5.2.2. 4P's of the business plan
Product: Problem solving proposition, new, innovate, unique experience and service in Yangmei
Promotion: Intensive marketing through flyers, face to face communication.
Variety of discount promotion.
Place: Located in Yangmei and surrounding by new building project.
Pricing: Cost sharing based price. Fresh service in high price, but low price in food and drinks
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We provide one by one animal accompanying service, consumers pay for benefits like relaxation, happiness, convenience and so on. We meet or exceed customers' expectation through service delivery. But, there are characteristics of our product may cause us risks as below:
6.1. Unacceptable Risk
Our product is invisible. It's not easy to demonstrate to customers and accepted by consumers.
Customers may not be able to estimate how much benefit they may get from our service. For example, customers may not have any experience in keeping a pet. They may intuitively think that the price is only spent on playing with the animals and ignore the added value we provide such as comfortable environment, good service, the elimination of trouble in keeping a pet, and contribution in reducing the number of stray animals. The most important is that invisible products can't be protected by patent. It can easily be copied by competitors.
We manage to reduce this risk through strengthening the management of the physical environment. Lack in keeping a clean and tidy store environmental will reduce the image and lower our position in brand image. For example, dirty table, trash all over places, bad smell in the store and terrible meal will reduce our value. We need to keep our store environment neat and tidy, we need to have proper uniform which suits our image, we need to provide well trained animal staffs and detailed customer education.
6.2. Risk of varying quality
Our invisible product needs to be delivered by our staff. It makes the relationship between customers and staffs deeper and closer. The service quality will become part of our product. For