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The proposed product is an online system for animal shelters and potential pet owners. It will help people to adopt their favorite animals. This system will be developed for both smartphones and desktop computers. The main goal of this paper is to conduct market research pertinent to this project.
The target market for this application is people who are looking for a pet and all the existing in the United States animal shelters. Therefore, it is difficult to determine the size of the market. However, official statistics show that approximately 85 million families in the country own a pet (“Facts + Statistics: Pet Statistics”). The animal shelter has a long history. It began in 1866 when the first animal welfare organization was established (“We Are Their Voice”).
It was called the American Society for the Prevention of Cruelty to Animals. Since then, the animal protection community has developed into a great movement that includes thousands of volunteers and animal shelters.
The offered application will satisfy the needs of an enormous number of people who want to help stray animals. There are millions of individuals who are looking for a pet, but they do not know where to get the necessary information. This will be an online matching system that facilitates searching processes. Therefore, the prospective buyers of this application are people aged 15 to 60 who are active computer and smartphone users. However initially, the system will be distributed for free and will be financed by donations or fund-raisers. Therefore, the launch of this product will require substantial investments.
The main motive for buyers is their sympathy and desire to help stray animals. It is a well-known fact that most animals in shelters are eventually euthanized. That is why many people are eager to help them. Also, this program will reduce expenses for shelters. It will additionally motivate them to use this product. Therefore, potential buyers are located throughout the country. However, the target customers are mostly urban.
There are several ways to differentiate this business. First, it is necessary to make the service excellent. It will require creating a user-friendly interface and constantly monitoring the work of the system. Second, it is important to use different channels of distribution. A social media campaign and pop up public events where people can sign up for the application might be very helpful.
In a value proposition, it will be addressed one of the most important social issues, stray animals. This system is an innovative tool that might be helpful to resolve this problem. Also, different forces support the business objectives of this project. However, the most important factor is the animal sheltering trend. Statistics show that the number of pets in U.S. families has become twice as big for the last forty years (Rowan).
Moreover, this social trend is actively supported by different government organizations and public figures. American people are becoming more and more concerned about animal welfare problems. According to official data obtained from shelters, pet adoption rates are getting higher (Rowan). Also, there are other relevant statistics. For example, shelters spent around $2,400 million in 2007 versus $800 million in 1972 (Rowan). The main factor that leads to such growth is an increase in population. Also, quality of life is getting better. That is why people can afford to live in houses, which are an appropriate place for pets.
In conclusion, this project has great potential due to current social trends in the country. Millions of people want to find a pet and help stray animals. This system will be a convenient instrument addressing the needs of animal shelters and animal lovers.
Rowan, Andrew. “Animal Sheltering Trends in the U.S.” The Humane Society of the United States. Web.
“Facts + Statistics: Pet Statistics.” Insurance Information Institute. Web.
“We Are Their Voice.” ASPCA, 2016. Web.