A group of business professionals in Midwestern town in the US wants to partner with a
prominent local Philanthropist to improve economic development in the community. The group
aspires to purchase a 50-acre land which has 10 acres of camping ground and 40 acres behind the
camping ground overlooking the lake. The lake property shall have an upscale dog training
facility, a 9-unit Air B-n-B rental, and utilize the existing campground.
The Dog Training Facility comprises five elements, which are long and short term
boarding, pet supplies retail store with grooming, hunting dog training, supply store, training
course, and host training facilities. The unit upscale air A-n-B has located on a hill facing the
lake, has an extended stay facility to enjoy the lake views, golf gateways, and do training. The
campground shall have a gleaming experience for upscale RVs. An additional idea is a 3-hole
practice course as a start for golfing at the club.
The dog training facility shall offer a unique approach to dog obedience. Rather than
training the dog, the course shall involve teaching the owners how to handle the pet plus create
straightforward ways of communication between the owner and the dog. Through creating clear
communication with the animal, learning the dog's social and physical, the behavior is the more
important to learn (Huss, 2014). The facility shall leverage this strategy to establish a long –term
satisfied customers. Using a customer-focused business approach and raining philosophy, the
facility shall always acquire market share. The facility is projected to attain profitability by
month six and shall earn $100,000 revenue by the third year.
EXECUTIVE SUMMARY 3
The facility shall incur the following costs: Computer systems with broadband internet
connections, QuickBooks Pro, Microsoft office, CD-RW, and a printer. Moreover, it shall have a
fax machine, copier, phone line, answering machine, phone, collars, toys, and assorted leashes.
EXECUTIVE SUMMARY 4
The facility's mission is to establish the best dog training course, bests extended stay
experiences, and an attractive camping site. Furthermore, the facility exists to attract and
maintain customers by providing the best services to exceed the customers' expectations.
The objectives for the first three years in operations shall be to:
Establish a sustainable start-up business
Raise the number of customers by 20% per year
Key to Success
The primary determinant of success is to provide a reasonably priced service that clients
value. A customer-focused business model is a tool for attaining success.
Market Analysis Summary
The facility shall target two different groups that need trained obedient dogs. One group
has just received a new dog or a puppy, and they want the dog trained for better communication
with the animal or easy management. The second group is those having concern with the current
dog, and they need submission training to minimize or solve the problems.
The facility shall have different levels of classes, which include puppy kindergarten,
training level 1, and training level 2.
Puppy Kindergarten- this class involves teaching the dogs basic commands plus
socialization skills. The program shall have preliminary enlightenment of suitable
EXECUTIVE SUMMARY 5
Training level 1: This class aims to have family participants work with the dog
consistently and positively. The family is taught how to create a leadership relationship with the
dog. This level shall offer an intermediary level of communication approaches.
Training level 2- this class shall perfect the basic commands like come, leash walking,
sit, down. The level 2 shall concentrate on healing and provide advanced communication
The courses are created to create the pet owner's role as the lead of the pack. The animal
shall establish dominance if the owner does not and should not be considered an act of
punishment, but the dogs instinctively understand the law of mass. Through showing dominance
to the dog consistently and responsibly, one shall set the dog at ease as they will know the owner
is in control and will protect them
The market is further divided into two segments:
Dog owners with puppies- this category identifies the values of obedience training,
particularly with training efficiency at an early age. This group comprises of well-educated
people with graduate or undergraduate degree whose income is over $60,000. They are willing to
spend time in the dog now to establish control in the dog's life.
Dog owners with misbehaving dogs- this group has people who have dog control
problems, and they want to address that, or they just received the dog, and they want more
control over the pet.
The sales strategy shall be focused on communicating the competitive edge to
prospective clients. By teaching the owners to train the animals are considered more effective
EXECUTIVE SUMMARY 6
since it shall empower the owner to relate with the dog outside the classes and allow the
dog/owner relationship to prosper beyond the training since the owner has been taught the
successful communication technique (Smith & Unti, 2016). When the prospective customer class
gets information concerning he classists, the sheet shall be directed to the website for further
detailed information. The client allows offered a list o the past clients plus offered to sit in class.
The individual's capability to observe the course shall be instrumental in converting them to as
In the first month, it shall be utilized for the facility's marketing plus creating outlines for
various sessions for the classes. There shall be no sales activity in the first month. The first group
sessions shall happen in the second week in the third month. Furthermore, there shall be a steady
rise in sales as the classes shall have more participants. The profitability shall be attained by the
EXECUTIVE SUMMARY 7
The facility strategy shall be founded on advertising and networking. The networking
shall take place with various breeders in the location. Moreover, it shall not be hard as the
breeding community canine training is intimate and small. Forming a relationship with the local
breeders shall act as a respected referral service for the facility (Cooke & Farrington, 2016). The
facility shall be conducted advertising with the local newspapers as these shall be the initial
advertising efforts. After some time, the referrals shall take over as the most effective advertising
The facility shall have various milestones on:
Business plan completion: the plan shall provide direction for the organization and be an
indispensable tool for the firm's progressing improvement and performance.
After preparing the business plan, the office shall be set up to allow the initial operations,
which included administration to commence.
Development of class structure-the class structure shall be created to meet the expectation
of the clients.
Profitability- the profitability management shall attain after the initial set up ost has been
EXECUTIVE SUMMARY 8
Cooke, B. J. & Farrington, D. P. (2016). The effectiveness of dog-training programs in prison: A
systematic review and meta-analysis of the literature. The Prison Journal, 96(6), 854-876.
Huss, R. J. (2014). Canines (and cats!) in correctional institutions: Legal and ethical issues
relating to companion animal programs. Nevada Law Journal, 14, 25-62.
Smith, J. & Unti, B. (2016). Second chances: Pen Pals, Inc., the Dixon Correctional Institute and
Louisiana's post-Katrina animal rescue legacy. Corrections Today, January/February, 40-