INTRODUCTION

Paws and Kennels is located conveniently near petrol pump in Kanke Road and the
only hostel to provide your pets a holiday home. The little dog hostel is a very quiet
and comfortable hostel for your pets. We provide boarding to your loving pets at very
reasonable prices & unmatched quality.

Each kennel has its own attached run plus a large area for the Dogs to exercise. The
Dogs are kept separate from the other Dogs. Every Dog has the own individual
kennel. You may have planned a great vacation with your family this summer but the
thought of leaving your little puppy at home gives you nightmares. Now, lay your
fears to rest. For those going outstation, dog hostels have come as a ray of hope as
they know their pets will be groomed and taken care of in their absence.
Presently, there are no dog hostels being operating in the city. The charges are Rs
100 for small breed, Rs 150 for medium breed and Rs 200 for large breed dogs for a
24-hour stay at the clinic.
Besides, Dogs are given nutritious meal, including vegetarian and non-vegetarian
food, along with regular one-and-a-half-hour walk and dry grooming.

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 PURPOSE AND OBJECTIVES

 To increase sales every financial year

 To provide more and more services to the customers
 To provide homely environment to the pets who are away from home
 To help clients in providing a safe environment to their dogs.
 To grow and expand our business.

MISSION

“To provide excellent animal care in a pet friendly atmosphere while ensuring our
customers, both pet and owner, receive excellent service in a playful safe
environment. It should be fun, rewarding, full of learning, good for the clients, and
good for the owners.

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 EXECUTIVE SUMMARY

Current Analysis of business:-

Paws And Kennels is a full-service animal care facility dedicated to consistently

providing high customer satisfaction by rendering excellent service, quality pet care,
and furnishing a fun, clean, enjoyable atmosphere at an acceptable price. We will
maintain a friendly creative work environment which respects diversity, ideas, and
hard work.
Animals are playing a larger role in our lives, and working people are choosing to
provide them with a good life. Loving families with active pets and an active
conscience are in search of better lives for their pets and peace of mind for
themselves, causing busy animal lovers to flock to an ever-growing number of
animal day care facilities across the nation. For customer convenience, in addition to
day care, Paws And kennels will include overnight care, in-home care, wash your
own, pet grooming, animal behavior, gift and pet specialty products, and special
requests, all at one facility.

Profit Projections:-

To achieve our objectives, we are raising funds of our own. Start-up costs will be
used to purchase fixed assets, supplies, advertising, and opening cash in hand. Our
profits are projected to be above Rs 2 lakhs in the initial year.

Requirements of funds:-

We are investing a capital of Rs.10 lakhs in the initial year. Our requirement to
establish and run the business smoothly is Rs.8 lakhs, rest of the amount is kept as
surplus in-order to meet future contingencies.

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 AN OVERVIEW OF THE INDUSTRY

Paws And Kennels wants to set itself apart from other animal service facilities that
may offer only one or two types of services. While talking to several pet owners, I
have come to realize that they desire the services I am proposing, but are frustrated
because they must go to several different businesses. The focus of Paws And
Kennels is selling of dogs as well as day care and overnight care to dogs. However,
the services we provide will be above and beyond what our competitors can offer.

Our business atmosphere will be clean, friendly and upscale where customers will
be comfortable leaving their pets. We will offer a personal touch, such as birthday
cards and a daily report card for each pet that is registered with Paws And Kennels.

At Paws and Kennels Shop, our job is to help you, our customer, keep your pets
happy and healthy. We know how much you love your pets because we love ours
too. Our staff is committed to continually learning more about pet care, products and
nutrition. We promise we will always do our best for you and the animals you love.

We will be providing a wide range of product and services which have been
mentioned below:-

 Overnight care of Dog

 Selling of Dogs
 Toys for Dogs
 Various accessories like belts, chains etc.
 Friendly, knowledgeable staff
 A clean, bright well-stocked store
 Lots of great products for dogs and more
 Wide selection of healthy dogs.
 Competitive prices
 A convenient location and hours
 All your favorite brands, especially hard-to-find pet health foods
 Live and packaged foods.

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 KEYS CHARACTERISTICS

The keys to success in our business are:

 Superior Customer Service: 24 hour high-quality care and service.

 Environment: provide a clean, upscale, odor free, enjoyable environment

conducive to giving professional trusting service.

 Convenience: offering clients a wide range of services in one environment.

 Location: provide an easily accessible location for customer convenience.

 Reputation: credibility, integrity, and 100% dedication for work.

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 ECONOMIC TRENDS

The economics for small businesses will be affected by a continuing increase in pet-
related spending, focusing on improving pet health, trading up to quality for pet
accessories and food. The following economic trends are:-
 Growth in unique pet goods. Much of the growth continues to come from the
newer pet items such as pet daily snacks, toys, luxury items, and convenience
accessories such as programmable feeding and watering stations, warming
mats, and self-cleaning litter boxes.
 Growth in pet services such as grooming, boarding, pet photography, dog
walking, and pet sitting.
 Growing interest in pet health care. This includes medical devices and services
being applied to pets.
 More pet-friendly environments. These environments pop up in places such as
hotels, restaurants and shopping centers causing pet lovers to steer their
business.
 Increased competition from larger players. Larger companies are beginning to
recognize the economic potential of the pet industry.
 Increased online sophistication from new pet-related businesses in e-commerce,
design, and usability. Traditionally, small business sites have been set up by pet
lovers with little thought on design, target audience, and content.
 Pet adoptions continue to grow. Pet adoptions grow as the adoption network
becomes more sophisticated, structured, and effective.

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 CONSUMER TRENDS

 Lower income consumers are also switching from homemade food to

packaged products to feed their pets.

 Consumers are adapting to lower disposable incomes and greater economic

uncertainty by trading- down to less expensive, economy and private label
brands, and are curbing the purchase of more expensive items.

 Consumers have become more price-sensitive, are looking for price

promotions, and are favoring retail outlets that offer lower prices.

 As consumers become more knowledgeable about pet food products, and take
a greater interest in their pets’ well-being, they are likely to spend more on
their pets.

So many people have treated their pets as part of the family. Due to this,
entrepreneurs everywhere have built businesses surrounding pet care, from
veterinary services to pet accessories. Veterinary care, however, is not only limited
to domesticated animals. Furthermore, other products and services that have been
created for pet care include pet grooming facilities and pet accessories. These
services have been created not only for the health of pets. They have also been
developed to make our furry friends look absolutely cute.

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 SOCIAL AND POLITICAL CONSIDERATIONS

The main purpose of our business is to satisfy the demand of consumer and to earn
more profit. The business will be carried out keeping in view that it should abide to
every possible social obligation without giving rise to any political conflict.

PRICE SENSITIVITY

The price of dog will depend upon the breed of the dog ranging from Rs. 5000 to Rs.
75000. We are offering both local as well as branded dog food ranging from Rs. 150
to Rs. 5000 depending on the quantity purchased. The cost of medicines, vaccines
and other miscellaneous product will vary according to brand

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 BIODATA OF ENTREPRENEURS

We have decided to start a partnership firm which will be dealing in dogs products
and services and housing catering to the needs and demands of the consumers.
The names of the partners are:
 Shikha Sinha
 Rinki Singh
 Ragini Gautam
 Shilpi Kinger
 Pratibha kumari
Each and every partner is equally and wholly responsible for all the departments in
our shop.

ORGANISATION STRUCTURE

We are entering into a partnership firm. Partners of the firm are as mentioned above.
Each will be contributing Rs.2 lakhs in hard currency (Indian currency).
Our profit sharing ratio is 1:1:1:1:1 i.e. profit will be shared equally among all the
partners.

MAJOR ACTIVITIES
 Selling of Dogs
 Selling of products related to dog such as food, belts, chains, medicines, etc.
 Providing parlour facilities
 Providing hostel facilities to dogs when there owners are on vacation

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LOCATION

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 SWOT ANALYSIS
Strengths
1. Dog food is a relief to consumers because it saves time and money when feeding
a dog.
3. To home the pets when their owners are away from the home i.e. we will provide
boarding facilities to the pet at a reasonable price and unmatched quality.

Weakness
1. The customer of dog food is not usually loyal to any special brand because at the
first rejection of the dog the consumer will switch to another brand.
2. This business does not provide for high profit margin.
3. Many customers in the market are reluctant to buy such highly priced products.

Opportunities
1. Offering healthy food with good flavor such as dietic wet food, organic dry food,
accessories etc will capture the attention of the consumer.
2. Providing 5% discount on the dog products will attract the customer.
3. Dog care is a growing industry.

Threats
1. To start in business we have to identify our competitors .These kinds of
competitors make us more difficult to be success in business.
2. We have to develop same kind or better marketing strategies that competitors do
such as pricing, advertising etc.

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 FUTURE DEVELOPMENTS
We are expecting substantial market growth in the coming years. Depending upon
our profits we will be organizing dog shows and exhibitions to promote our business
we will also advertise our shop and advertise our other products and services.

MARKETING
Marketing mix
Product:-
For dogs we are offering such products which will meet the different choices of
foods, accessories, shampoos, vaccines for puppies, adult dogs, older dogs.
Accessories
 Hair Brush
 Belt
 Fun toys
 Comb
 Chains
 Bells
 Pet waste Scooper
 Bathing gloves
Soaps
 Tea Tree Soap
 Boww What a bath Soap
 Asuntol soap
Shampoos
 Paws
 Bolfo shampoo
 Tea tree oil
Powders
 Dry Clean Powder
 Teak & Flea Powder
 Bolfo Powder

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Toothpastes
 Dentapaste with brush
Vitamins
 Acti Pet(Multi-vitamin)
 Rex(Wheat germ Oil)
Medicines
 Dia Dog
 Prazital Forte
Dog Spray
 Pet Cologne(strawberry)
 Pet Cologne (Spice treatment)
 Aloe Vera Coat conditioner Spray
Food
 Cuddle
 Inubisk
 Dog Bisk
 Mark biscuits
 Eukabana
 Regale meal
 Pedigree
 Super Dogs(High protein chew)
Cream
 Anti dandruff Lotion
Vaccines
 Canine Parvo virus
 Canine Distemper Virus
 Canine Adeno Virus 1
 Canine Adeno Virus 2
 Canine Para Influenza Virus
 Canine Corona Virus
 L.Icterohaemorrhagiae
 Leptoform C-I
 Nobivac Rabies
 Defensor 1
 Vanguard 5
Dewormer
 Drontal Plus

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Product-pricing:-
We will be offering various products to our customers related to dogs. These
products are being categorized under various heads i.e. soaps, shampoos,
accessories, sprays etc.
The estimated cost for the dog products is around Rs. 1,13,000. We can add extra
products to our portfolio depending on the demands of the customers.

Product Name Cost per No. of units Total Price

unit
Accessories
 Brush 150 5 750
 Belt 80 15 1200
100 10 1000
250 10 2500
500 10 5000
 Fun toys 200 10 2000
 Comb 100 5 500
 Bells 60 5 300
 Pet Waste 170 5 850
Scooper
 Bathing gloves 150 5 750
(Rs.14850)
Soaps
 Tea Tree Soap 40 15 600
 Boww What a bath Soap 30 15 450
 Fresh and clean Pet Soap 30 15 450
 Asuntol soap 30 15 450

(Rs.1950)
Shampoos
 Paws 250 5 1250
 Bolfo Shampoo 170 5 850
 Tea Tree Oil 90 10 900

(Rs.3000)

Powders
 Dry clean powder 90 5 450
 Teak & Flea Powder 120 5 600
 Bolfo Powder 100 5 500

(Rs.1550)
Toothpaste
 Dentapaste with brush 120 10 1200

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Vitamins
 Acti Pet(Multi-vitamin) 80 10 800
 Rex(Wheat germ Oil) 120 10 1200

Medicines
 Dia Dog 250 10 2500
 Prazital Forte 30/tab 30 900
(Rs.3400)
Dog Spray
 Pet Cologne(strawberry)
 Pet Cologne (Spice treatment) 125 5 625
 Aloe Vera Coat conditioner Spray 125 5 625
160 5 800
(Rs.2050)
Food
 Cuddle 130 15 1950
 Home Food Plus 175 10 1750
 Inubisk 50 15 750
 Dog Bisk 150 10 1500
 Mark biscuits 70 10 700
 Eukabana
3 kg 875 10 8750
4 kg 1045 5 5225
15 kg 3900 5 19500
20 kg 4900 3 14700

 Regale meal
4 kg 730 5 3650
 Cocktail Dog Biscuits 50 10 500
 Pedigree 100 10 1000
 Super Dogs(High protein chew) 100 10 1000
200 5 1000

Cream
 Anti dandruff Lotion 120 5 600

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 Vaccines
 Canine Parvo virus 250 5 1250
 Canine Distemper Virus 150 5 750
 Canine Adeno Virus 1 250 5 1250
 Canine Adeno Virus 2 200 5 1000
 Canine Para Influenza Virus 145 5 725
 Canine Corona Virus 190 5 950
 L. Canicola 200 5 1000
 L.Icterohaemorrhagiae 245 5 1225
 Leptoform C-I 250 5 1250
 Nobivac Rabies 245 10 2450
 Defensor 1 150 10 1500
 Vanguard 5 175 5 875

(Rs.14225)
Dewormer
 Drontal Plus 63/tab 30 1890

Dog Kit (Shampoos,soaps, 675 5 3375

Toothpastes,spray,
Powder &cream) (Rs.3375)
Total Cost (Rs.113065)

Place:-
Our shop will be located at Kanke Road, opposite to Reliance Mart at the ground
floor of Binoy Apartments. We will be targeting market areas like Kanke Road, Ratu
Road, Bariatu Road, Lalpur Road, etc.

Advertising and promotion:-

 Hoarding at the shop.
 24*7 online counselling service for free at Rs. 300 per month at
(Paws.kennels@gmail.com)
And (consult.doc@gmail.com)
 Personalized servicing: We will regularly mail our present and potential
customers from our own e-mail Id.
 We will advertise extensively through websites such as Facebook and Twitter.

Marketing Strategy:-
 Tapping tapped and as well as untapped market (middle level and higher
level income group people )
 To encourage customer to have pets through extensive advertising.

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  Providing everything under one roof i.e. food, vaccines, medicines,
accessories and other hygiene product.
 To provide home to these animals and house them, when their owners are
away by providing comfortable and hygiene housing facilities.

Market potential:-
 We have observed high market potential as people are willing to have dogs
but cannot afford them due to the problem of housing them when they away .
 Dog food is a relief to consumers because it saves time and money when
feeding a dog.
 Our ideas prove to be a solution to them.

Customer profile:-
 2 to 10 members in a family(joint family as well as nuclear family)
 Income level (15,000-50,000 and above)
 Residents of Kanke Road, Bariatu, Ratu Road ,Lalpur etc.
 Willing to have pets and having the purchasing power.

Size and expected share of market:-

We are expecting coverage of more than 50% of the market as we have only 2 or 3
competitors in the market.

Target market:-
 Middle level and high level income group (both working and business class
people).
 Places such as Kanke Road, Bariatu, Ratu Road and Lalpur.
 People who need security like in houses ,police stations ,hotels, restaurants
etc.

Competitor
 For dogs we are having competitors i.e. Chottanagpur kennel which is located
in Kanke Road in Binoy apartment.
 Dog House which is located in Ratu near Fun castle.
 Pet Lovers in East Jail Road.

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Procurement and distribution
 Procurement of products from Animal Pet Lovers which is located in
Namkum.
 We will procure medicines from the government agencies and some foreign
companies which provide discounts to budding entrepreneurs.
 Special orders will be fulfilled by taking some advances and lead time will be
maximum of 1 week. Advances include transportation cost and 50% cost of
the dog.

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 FINANCE
Project cost & means of finance

Sl Particulars Already Estimated Total

Incurred(a) Cost(b) Cost(c=a+b)
(A) Project Cost

1. Land and Building 6000 6000 12000

2. Miscellaneous assets …………… 1000 1000
3 Plant & Machinery ……………. …………… ---------------

4 Preliminary Expenses 13000 13200 26200

6 Contingencies ------------- ------------- -----------------

7 Margin money for working 100000 1000000 200000

capital

Total 239200

B. Means of finance
1. Share capital --------------- ------------------ -----------------
2. Unsecured loans --------------- ------------------ -----------------
3. Sponsors --------------- 30000 30000
Total 269200
C. Partners contribution 700000 800000 1500000

Total 1769200

D. Debt equity ratio --------------- ------------------- ----------------

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 Project profitability statement
Sl. Particulars 1st year 2nd year 3rd year
No
A Sales Revenue (+ profit on doctors 630000 630000 690000
service)
B Expenses

1. Materials 103065 103065 108065

2. Purchase of fixed assets 12200 ----------- ----------

3. Power 12000 12000 18000
4. Repair and maintenance 36000 24000 24000
5. Rent and insurance 84000 84000 87600
6. Salary and wages 144000 144000 147000
7. Administrative expenses ----------- ---------- ----------
8. Selling and handling expenses 24000 24600 24600
9. Advertisement and publicity 131300 3300 3300
Total 428565 394965 409565

C. Financial expenses ------------- ------------ ------------

D. Gross Profit(A-B-C) 201435 235035 280435

E. Less: Depreciation(S.L.M) 1220 1220 1220

F. Preliminary expenses written off 1000 --------- ----------

G. Net profit before tax 199215 233815 279215

H. Tax payable 19922 23382 27922

I. Net profit 179293 210433 251293

J. Add:- Depreciation and preliminary 2220 1220 1220

expenses written off
K. Net Cash Surplus 181513 211653 252513

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 BREAK-EVEN ANALYSIS FOR THE INITIAL YEAR
Sl. No Particular Amount(Rs.)

A. Variable cost

1. Electricity 12000

2. Insurance 12000
3. Procurement expenses 13000
4. Wages 48000
Total 85000
B. Semi-variable cost/fixed cost
1. Salaries 96000
2. Repair and maintenance 36000
3. Depreciation 1220
5. Rent 72000
Total 205220
C. Contribution
1. Sales revenue 630000
2. Less- Variable cost 85000
Total 545000
D. BEP as % of installed capacity PV ratio=
545000/630000=
0.87

BEP ratio=
545000/0.87=
626440(approx)

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 Trading and Profit and Loss Account
Particulars Amount(Rs.) Particulars Amount(Rs.)

To opening stock 400000 By sales a/c 630000

To purchase a/c 150000 By Closing stock 300000

To direct expenses a/c 12200

To wages a/c 1500

To gross profit c/d 366300

930000 930000
By gross profit b/d 366300

To salaries a/c 10500 By sponsorship received 30000

a/c
To office rent and 72000
electricity a/c
To stationary a/c 9600

To internet charges a/c 3300

To insurance premium a/c 12000

To transportation a/c 13000

To depreciation a/c 12200

To provision for taxation 20000

a/c
To net profit c/d 243700

396300 396300

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 Balance Sheet
Liabilities Amount(Rs.) Assets Amount(Rs.)
Partners capital: Furniture and fixtures:
Shikha : 200000 122000
Rinki : 200000
Pratibha : 200000 Less: dep.@ 12200
Ragini : 200000 10%
Shilpi : 200000 109800
(+) Net
Profit : 243700 Cash in hand 200000

Cash at bank 596900

1243700
Creditors --------------- Debtors -----------

Unsecured loans --------------- Preliminary expenses 13000

Advance rent 24000

Closing stock 300000

1243700 1243700

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 FINANCIAL ANALYSIS

Details of financial analysis:

1. For our project 500 sq meter working area is required, we will be taking a
constructed house on rent of Rs. 5,000 per month at Kanke road. This place is
fitted with all the electrical fittings and wiring, only minor repair works will have to
be done.

2. The major equipments that we will need for our venture are furniture for
displaying products which will include 6 chairs, 2 office table and 4 show case.

3. Preliminary and pre-operative cost includes civil and electrical works, repair
works and advertisement.

4. We have taken 10% of the project cost i.e. Rs.1000000 for contingencies which
amounts to Rs.100000.

5. Staff needed for our business includes 1 shop attendant who will be paid
Rs.1500/month and 1 house keeper who will be paid Rs.1000/month.

6. Preliminary expense written off amounts to Rs.1000

7. We will pay taxes @ 10% of the taxable income.

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 HUMAN RESOURCE

Staffs:-

Our staff keeps us together by daily task of feeding, cleaning and caring for our
animals as well as boarding guests. Each of our staff members are well experienced
in the caring and well being of our variety of animals.

Duties and responsibilities:-

The duties and responsibilities of the housekeeping will vary depending on the type
of dog but in general, animal care attendants will:

 clean and disinfect enclosures (for example, cages, kennels, ) by removing

faces, soiled bedding and left-over food, and washing floors, walls, windows,
etc.
 keep cleaning tools (for example, waste scooper garbage cans) clean and in
good repair .
 feed and water animals according to a daily schedule
 observe animals and report any unusual behaviour or health concerns
 groom, trim, bathe and clip dogs to maintain hygiene, comfort and
appearance
 dust, spray or bathe dogs to control insect pests
 help to administer treatments prescribed by veterinarians

Pet shop attendants:-

 care for and sell many different species of dogs.

 sell pet supplies, pet accessories and related literature
 answer questions regarding pet care and pet supplies
 advise customers regarding choice of dogs

Veterinary doctor

 We will keep a veterinary doctor in our shop for (24*7) days in a week.
 Veterinary doctor will visit our customer’s house also and fees will be charged
according to the services being offered and which will be payable by the
customer itself.
 Per visit cost is Rs 200 excluding medicine charges, out of which 50% of it will
be retained by the doctor and our profit will be 50% of the total visiting cost.
 Prices for the medicines etc will be charged separately.

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 LICENSES

Drug license

Subject to the Act and this regulation, we have obtained the following licenses.

Medicated feed license Rs. 600

Veterinary drug license Rs. 2750

Pet shop license

 The Pet Animals Act 1951 requires any shop that sells pets to be licensed
by the local authority. For the purpose of the Act an animal is any creature
with a back bone. It therefore includes all animals, birds and fish commonly
sold from.
 Environmental Health Officers inspected our premises to check
compliance with general health and safety requirements and also the
welfare of the animals.
 The license is renewable annually and the current fee is Rs. 4750 plus
applicable vets fees.

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 BIBLIOGRAPHY

 Sharma R.K and Gupta Shashi; Management Accounting

 www.dogspot.in/licensing-policy-pet-shops/
 www.dopedog.com
 www.animalloverspetshop.com

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 ANNEXURE

1. Where do you stay?____________________________

2. Do you own a dog?

 Yes
 No

3. How many dogs do you have? ________________

4. Which breed do you have?

a) ______________________
b) ______________________
c) ______________________

5. What are the fooding habits of your pet?

a) How many times do you feed them in a day?_________
b) Do you provide VEG/NON-VEG food?_________________
c) Which kind of food do you provide most?
 Branded
 Local
If branded mention_____________________________

6. What are the medicinal requirements of your dog?

a) In how many days do you deworm your dog?
 1 month
 2 months
 3 months
If others mention_____________________
b) Mention:
 Name of the dewormer used?
___________________________
 Name of the vitamin used?
______________________________
 Name the vaccine and medicine you provide?

7. Do you provide cosmetic facilities to your dog?

a) Dog Spray
 Yes
 No

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 If Yes mention____________________________
b) Dog soap/shampoo
 Yes
 No
If Yes mention____________________________

8. What are the accessories you use for your dogs?

Mention few:_______________________________________
_____________________________________

9. How often do you visit a veterinary doctor?

 1 week
 15 days
 1month
 2months
If other mention_____________________________________

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