Financial

Management
Business Plan
Throughout history, animals have played a
key role in human life, although they’ve
mostly been regarded as providers of food,
clothing and transport and, at times, as a
focus for religious worship. Although
animals still have these traditional uses
around the world, the role of many animals
in society has changed. There’s been a
massive increase in the number of animals
kept purely for companionship and
pleasure.
INTRODUCING A HEALTHIER DIET
 DOG
BITE
DOGGIE DABBA…FRESH & FAST FOOD FOR DOGS
 Services
Marketing
Financial Projections
`Planning Process
Company
Overview
Product Place
Targeting &
S. Segmentation Process Promotion
Customers W.
Needs and other O.
Target
Segmenting T. Positioning & PositioningMarket Price
Dimensions
Differentiation Packaging People

Competitors
Current &
Prospective

External Market Environment

OVERVIEW &
BACKGROUND
 Overview of Business

Pet care business one of the fastest growing markets in

India
Estimates that there are 3.5 million pet animals across
27 Indian cities
Pet industry here has a revenue potential of Rs 350
crore (Rs 3.5 billion)
The market for pet food alone accounts for Rs 250
crore (Rs 2.5 billion)
The pet population growing at 25-26% p.a.
Increase in business of pet insurance – Bajaj Allianz
Pedigree.com/report on pet market, hindu business line
Competition, Who are they?

5%
4%
9%
Pedigree
Royal Canin
12% ProPac
Purina
70% Unorganized
 OUR AIM IS
“DENTESTO”

“TO DO SOMETHING BETTER THAN

THE BEST”
 VISION & MISSION

Our Vision…
Is to help your cats and dogs live a happier and healthier
Life through superior nutrition and world-class pet products.
 
 “To be an acknowledged leader in the
Our Mission…
manufacture of complete pet food, to offer a range of
high quality,“THE
balanced foods to satisfy
SATISFACTION OF THEa variety of
dietary
CLIENT CAN’T requirements.AT ANY COST”
BE SACRIFICED
Being committed to the health
 
and well-being of pets, using only the highest quality
ingredients and standards of care in the formation of
flavour products, whilst continuous development ensures
that all our pet food reflects the latest research into
pet nutrition".
 Goals and Future Plans
Short – Term Plans
 10% growth per month
 Expand customer base
 Variation in product
category
 To earn and retain loyalty
of customers and other people
related to our company
 Build awareness on Pets
and their nutrition.
 Expect to capture market
share of 1 to 1.5%
Long – Term Plans
Franchisee
Products for entire pet
market/ growth of 25%
Guide our company into an
organised market and establish
a brand identity
Website Development
E-Commerce Tie-ups
Order on SMS
Plan to open a poultry farm
 Company Structure

Type of Partnership
Partners
Business Firm

Finance Marketing Administration

Manager Manager Manager

Chefs and Cleaning and

Delivery Boys Kitchen Maintenance
Staff Staff
 Key Personnel

Personnel Salary/head Number

Partners Profits 6
Finance Manager 5000 1
Marketing Exec 6000 2
Administration Exec 4000 1
Delivery Boys 1500 30
Cleaning and 1500 1
Maintenance
Chefs and Kitchen 3000 4
Staff
MARKETING
ANALYSIS
 Strengths Weakness
• High Quality/Unique Product Offering • New Brand name
• Highly trained & customer oriented • Target Area Limited to Mumbai
staff
• Limited product line
• Large Area Coverage
• Tested & Reliable Product
• Strong relations with vendors like pet
shops, vets, dog trainers, grooming , etc.
Opportunities Threats
• Under developed market • Competition from existing brands
• Expansion/ Diversification like Pedigree, Royal Canine etc
• Franchisees • Competition from new players in
market
• Additions to product line
• Attack of Diseases like bird flu
• Increase more services
• Growing pet market
 Segmentation

Geographic
Major areas within
Nations, states,
regions or cities
Mumbai

All sizes of dogs, Middle

Demographic – High Income (Rs
Age, gender, family size and 25000/- and above)
life cycle, or income

Middle Class – Upper Psychographic

Class, Different Social class, lifestyle, or
personality
lifestyle, pet lovers

Behavioral
Occasions, benefits, uses,
or responses
 Targeting

Middle to Upper Class people

Residents of Mumbai
Dog lovers – kids, adults, families etc
Pet Shops, Vets, Pet Trainers and others
People who have dogs and a busy
lifestyle
Audience who knows fresh food is best
for their pets
 Positioning
“Homely feeling for your pet ”
• Saves Cooking Time
• Provides best nutrition for dogs
• I feed my dog exactly what I eat
High Quality

Low High
Price
Price

Low Quality
 Product Offering

Size 500 gms

Product
Chicken Rs 45
Meat Rs 50
Beef Rs.60
Veggie meal Rs 30

•Every meal accompanies 2 boiled eggs

•Every meal is a combo of rice-cereals and non-veg
 Place
Main Office : Bandra West

Supplies to:
South Mumbai
Colaba, Walkeshwar, Malabar Hills, Worli
Bandra
Joggers Park, Carter Road, Bandstand, Pali Hill, Bandra
Khar
Andheri
Santacruz, Vile Parle, Joggers Park,
Lokhandwala, Oshiwara Park
Kandivali
Thakur Village, Evershine Dream Park, Joggers
Park, Lokhandwala
 Promotion
Distribution of free samples at joggers park, other dog parks,
veterinary hospitals where pet owners are seen with their pets
Tie-ups - vets, retail stores providing dog food, dog trainers,
pet shops, insurers etc
Organise seminars for pet owners in the nearby localities for
health awareness of pets & talk about the benefits of freshly
cooked dog food
Conduct dog shows wherein pet owners are invited to create
product awareness
Place one month order by paying advance and get tiffin for 5
days absolutely free
Place an order for two months ( above 3500 & get doggie
accessories worth Rs. 1000 absolutely free)
Place an order for six months & get a free medical check-up
Advertisements in Newspaper and magazines (Indian Kennel
Gazette, Dogs and Pups, and Creature Companion) for
animals, banners at prime locations, distribution of brochures
 Order
Administration Passes Preparation,
Customer Calls Executive
Order Packing and
takes order
labeling
Puts details

Customer Inventory
Database and Check
Account Details

Dispatch and
delivery
Finance
Department
FINANCIAL
OUTLOOK
 Sales & Demand Forecasting
Month Sales in units        
Total Sales
Daily Sales Sales/Month   Product  Share (Units)
April 1000 30000 Chicken 25% 139500
May 1100 33000 Meat 25% 139500
June 1200 36000 Beef 25% 139500
July 1300 39000 Rice & Cereals 25% 139500
Aug 1400 42000
Sept 1500 45000      
Oct 1600 48000      
Nov 1700 51000      
Dec 1800 54000      
Jan 1900 57000      
Feb 2000 60000      
March 2100 63000      
 Total Sales for 1st yr 558000 units      
 Costing Matrix
in total cost/ Cost/
  units/day grams total qty/day kgs/day cost/kg cost/day month product
MEAL 1
chicken 250 250 62500 62.5 70 4375 180750 24.1
rice + cereals   250 62500 62.5 20 1250    
Egg     500   0.8 400    
MEAL 2
meat 250 250 62500 62.5 150 9375 330750 44.1
rice + cereals   250 62500 62.5 20 1250    
Egg     500   0.8 400    
MEAL 3
Beef 250 250 62500 62.5 80 5000 199500 26.6
rice + cereals   250 62500 62.5 20 1250    
Egg     500   0.8 400    
MEAL 4
Rice& cereals 250 500 125000 125 20 2500 75000 10
            26200 786000  
Avg.
            cost/box 26.2
 Profit & Loss Statement

Projected Profit and

Loss Account     2007  
For the year ended 31st
March       (In Rs.)
        Amount
Income        
Units 558000      
Sales        
Selling
  Units Price Sales  
Chicken 139500 45 6277500  
Meat 139500 60 8370000  
Beef 139500 50 6975000  
Rice & cereals 139500 30 4185000 25807500
Less: Expenditure        
Cost of sales and
services        
Raw material     14619600  
Gas & Stove     19200  
Telephone     12000  
Boxes     5580000  
Opening Inventory of
Boxes     NIL  
Salary     954000  
Rent for shop     360000  
Repairs and
Maintenance     24000  
Advertising     2500000  
Distribution of Samples     7200  
Conveyance     350400  
Electricity     60000  
        24486400
Profit Before
Depreciation & Tax       1321100
Less: Depreciation (SLM
method)        
Vehicles (10 scooters @
Rs. 35000) 350000 20% 70000  
Refrigerator (2 @ Rs.
25000) 50000 20% 10000  
Furniture & Fixtures 350000 10% 35000  115000
Profit before Tax       1206100
Less: Tax @ 33.66%       405973.26
Profit after Tax       800126.74
Partner`s share in profit        
Ritika Batheja 133354.46      
Hardik Khandke 133354.46        
Manisha Manglani 133354.46      
Bushra Kazi 133354.46        
Sagar Khatri 133354.46
Shweta Prabhulkar  133354.46        
 Proposed balance Sheet for the year ended
31st March   In Rupees
Sources of Funds   2007
Capital    
Ritika Batheja 100000  
Hardik Khandke 100000  
Bushra Kazi 100000  
Sagar Khatri 100000
Manisha Manglani 100000
 Shweta Prabhulkar 100000  600000 
Unsecured Loans
Loan From Relatives 400000
Reserves & Surplus    
Opening Balance Nil  
Profit for current year 800126.74 800126.74
     
Total   1800126.74
Application of Funds    
     
Fixed assets    
Vehicles (@20%) 350000  
Refrigerator (@ 20%) 50000  
Furniture & Fixtures (@ 10%) 350000  
Gross Block 750000  
Less: Depreciation -115000 635000
     
Current Assets    
Inventory of boxes   279000
cash in hand & bank   886126.74
     
Less: Current Liablities   NIL
     
Total   1800126.74
 Break Even Point (Sales)

•Contribution = Sales – Variable cost

= 25807500 – 23451400
= 2356100

•Profit Volume Ratio = Contribution/ Sales

= 2356100 / 25807500
= 9.129516613%

• Break even Point (Rs.) = Fixed Cost/PVR

= 1429000/ 0.09129516613
= 15652526.42

* Break Even is between 8 to 9 months