Luxurious Dog Care Service

Based on data from McKinsey Global Institute (2012) and Euromonitor (2012), Indonesian who spend more than 3 million per month, are currently at working age (22-35 years old) and follow the development of digital technology will continue to grow. This condition triggers a more premium lifestyle and the new pet parenthood trend. These in turn, are causing Indonesian pet care industry to grow. Euromonitor (2012) recorded an increase in dog ownership in various regions in Indonesia. This is caused by dog ownership in Indonesia, which formerly was only limited to certain circles, now has been regarded as a lifestyle by people of all social status. This especially happens in big cities. The accelerated increase in dog ownership is influenced by global trends that results young generation in Indonesia increasingly fond of dog as pet. Potential market of pet care industry in Indonesia is still quite large and promising. It can be seen that dog population in Jakarta continues to grow each year. Also, there is still a little amount of premium grooming services in Jakarta. Based on this analysis, it was found that there is a potential gap between demand and supply of dog grooming, amounted 115,660 dogs for 2012. This gap is expected to increase each year. However, despite of the promising market in dog grooming, there are still many problems in dog grooming in Indonesia. There are some consumers who complained that the groomer in Indonesia acted rude when grooming their dog. Based on these problems, My Dog Care provides solutions by giving a high quality of premium dog grooming. My Dog Care is doing dog grooming service business and selling dog care products. The business will offer the best value for customers, which are: • Groomer is reliable and skilled in grooming consumers’ dogs • Groomer will use imported high quality care products • My Dog Care will offer pleasant ambience which is created from the usage of SOP in grooming, hygiene in grooming equipment and other facilities as well Target market of My Dog Care is middle-up consumer class at Jakarta who love and care of their dogs. My Dog Care target those who spend of more than 3 million per month and are aged from 22 to 35 years old. The physical store is located in Tanjung Duren, West Jakarta, which is adjacent to West Jakarta and North Jakarta that have the highest dog population. My Dog Care business operates in a 3-storey shop. The shop will be divided into 3 parts which are 1st floor for sales, 2nd floor for waiting room and grooming, and 3rd floor for office. Number of hired employees will be 25 people (13 employees are groomers). The development of PT My Dog Care Indonesia will require a total of Rp 1,366,570,000 as its initial investment cost. The initial investment will be used for rent fee, shop renovation, supplies and care products procurement, as well as initial working capital. As this business run, PT My Dog Care Indonesia is expected to get NPV of Rp 1,388,374,196.66, MIRR of 37.05%, and a payback period of 49 months. As a conclusion, looking at the the industry analysis, demand and supply analysis, as well as the financial analysis, it can be concluded that the project of this business plan is feasible to be executed.