3 Company overview
3.1 Products, Value and Customers
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立 政 治 大 學
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3. Company overview
3.1. Products, Value and Customers
3.1.1. Products and Services One by one animal accompanying service
Our major products will be one to one animal accompanying service. Homely feeling, warm welcome by dogs, the tension relieved by cats, and our store manager will listen to all kinds of talking from the customers. Imaging when you walk in our place after a long day of work, our dogs come to you and give you a warm welcome. You will feel loved and welcomed. Our store manager treats you like you are a member of this family. When you sit down, there may be a small, cute, fluffy cat lying beside you, welcoming you to pet him/her. You can play with those cute buddies before you go home. You also can have some light meal to eat and have someone to talk and listen to if you want. This place is opened just like a home.
Our innovative and humanity service will be our competitive advantage. There isn’t any one to one animal accompanying service in Taiwan and there is only one major coffee chain store, Starbucks, providing standard service near proposed location. They provide only physical products like food, drinks, and a place to sit. Nowadays, customers can easily get any physical product through online shopping. Services to fulfill insufficient of people's emotional life will
DOI:10.6814/THE.NCCU.IMBA.025.2018.F08
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be the only need to motivate people to walk into a store in the future.
food and drinks
Our physical product will be food and drinks. Because there are several convenience stores and many small restaurants nearby (i.e. personal hot pot, pan-fried dumpling, Chinese noodles, fried chicken, buffet...the list goes on and on). We'll provide light food like jam toast or butter bun. We'll also provide exotic food like Korean food or Japanese food or Western-style food.
Those exotic food menus will change periodically to keep a feeling of freshness and depend on seasonal ingredients.
Our normality menu:
Hot/Cold coffee $20 Hot/Cold tea $20 Soda with fruit $40 Milk Tea $40 Coffee Milk $40
Bun with butter and red bean paste $40 Jam toast $20
Toast bar $10
DOI:10.6814/THE.NCCU.IMBA.025.2018.F08
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國立 政 治 大 學
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We may provide the following as our exotic menu:
This is a sample not a final version of our menu. Our exotic menu will change periodically based on seasonal ingredients.
Bibimbap (Korean mixed rice with vegetable and meat) $100 Jjambbong (Korean sea food noodles) $130
Kimchi soup $100 Fried rice $50
Tsukemen (Dipping noodles) $60
Ochazuke (Hot tea is poured over cooked white rice topped with a few simple ingredients)
$40
Onigiri (Japanese rice ball) $30 Japanese packed lunch $80
Teishoku (Japanese Combo meal) $100 Curry rice with fried pork chop $100
Baguette with cheese & fried chicken finger $80
DOI:10.6814/THE.NCCU.IMBA.025.2018.F08
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國立 政 治 大 學
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N a tio na
l C h engchi U ni ve rs it y
14
Source: Google image
3.1.2. Value
Products & Features
Our products satisfy the two most basic psychological needs of human beings: food and the
DOI:10.6814/THE.NCCU.IMBA.025.2018.F08
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國立 政 治 大 學
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N a tio na
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need of loving and belonging.
Our major product is "exclusive" pet accompanying, we provide a comfortable environment and exclusive pets accompanying service. The customer can play with our animal staffs one to one like playing with their own pet to relieve the pressure of a long day’s work. They also can have food to eat if they need.
Benefits
First, our caring staffs will be adopted from animal shelters, as they were stray animals before. It’s a win-win situation that our customers make those animals' life meaningful whiling being comforted by them.
Second, we share the responsibilities of keeping pets, time, and various financial costs required to keep pets. (ex. Time cost like walking, taking care and cleaning the caring staff.
Financial cost like food, medication, toy, supplies and grooming. Other unforeseen responsibilities of caring staffs issues.) Basically, keeping a pet would spend 3,000 NTD per month, but the medical incidents could go from 500 to 100,000.
3.1.3. Customers
Considering that there tourism near proposed location is at minimal and no large shopping malls nearby, it's difficult to reach potential customers from other communities. We mainly focus on customers living near our proposed community. We expect our reputation built by word of mouth will bring more and more customers far and near. All animal lovers in the community are our primary customers.
DOI:10.6814/THE.NCCU.IMBA.025.2018.F08
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Our store will start with minimal personnel, there will be one human store manager and 5 animal staffs.
1. Store manager
The store manager is responsible for overall operations. The position requires to enhance customer satisfaction, achieve sales and profitability goals and making sure our caring staffs are being handled with care. Background or experience in financial planning and animal training is preferred for this position. Great communication and interpersonal skills is also looked upon.
Store manager's responsibilities are as follows:
Developing strategies to increase customers and expand profit.
Meeting the sales goals
To ensure customer's satisfaction by excellent service
In charge of store administration
Maintaining store condition
Staff training – Caring for our animal staffs
Dealing with customers complains
Preparing and serving food and drinks 2. Animal staffs
Our service quality depends on the animal staff. They will be working in multiple environments such as in a glass room or open area to interact with our customers to relief from their stress. The goal is to increase our business development by providing a memorable experience.
The animal staffs will be evaluated to have bright personality and always be friendly toward