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Week 7-8 - Executive Summary

Pet Grandma Inc. offers pet sitting and exercising services. The executive summary will include a mission statement describing what, how, and why the company operates. It will provide information on management, products/services, and market research showing demand. It will discuss competitors and Pet Grandma's competitive advantages in personalized, on-site care. Financial projections estimate $340,000 first year sales with 10% annual growth and $150,000 is sought in startup financing.

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Zybel Rosales
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60 views22 pages

Week 7-8 - Executive Summary

Pet Grandma Inc. offers pet sitting and exercising services. The executive summary will include a mission statement describing what, how, and why the company operates. It will provide information on management, products/services, and market research showing demand. It will discuss competitors and Pet Grandma's competitive advantages in personalized, on-site care. Financial projections estimate $340,000 first year sales with 10% annual growth and $150,000 is sought in startup financing.

Uploaded by

Zybel Rosales
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Week 7-8 Date: March 08, 2021

Subject Business Enterprise Simulation


Type of Activity Concept Notes
Activity Title Section I: Executive Summary
Learning Target Determine the contents of the section I or
executive summary of a business plan
Reference Title Business Enterprise Simulation
Author/s Victoria Garalde-Orjalo et. al.
EXECUTIVE SUMMARY
SECTION I: BUSINESS PLAN
TABLE OF CONTENTS

01
MISSION STATEMENT
02
COMPANY
03
THE MARKET
INFORMATION

04
THE COMPETITION
05
FINANCIAL
ANALYSIS
01
MISSION
STATEMENT
MISSION STATEMENT

A mission statement
articulates a company's
purpose.

Here is a simple guide—along


with some examples—for
writing your own company
mission statement.
MISSION STATEMENT

1. DESCRIBE WHAT YOUR COMPANY DOES

Example: Pet Grandma Inc. offers superior on-


site pet sitting and exercising services for dogs
and cats
MISSION STATEMENT

2. DESCRIBE HOW YOUR COMPANY DOES


WHAT IT DOES

Example: Pet Grandma Inc. offers superior on-


site pet sitting and exercising services for dogs
and cats, providing the personal loving pet care
that the owners themselves would provide if
they were home.
MISSION STATEMENT

3. ADD WHY YOUR COMPANY DOES WHAT


IT DOES

Example: Pet Grandma Inc. offers superior


on-site pet sitting and exercising services
for dogs and cats, providing the personal
loving pet care that the owners
themselves would provide if they were
home. Our team will ensure that pet
owners can take business trips or
vacations knowing that their pets are in
good hands.
02
COMPANY
INFORMATION
Management and
Product/Service Description
COMPANY INFORMATION

Give a brief history of your company, its legal


form - describe your products and/or services,
when and where it was formed, who the owners
and key employees are, statistics such as the
number of employees, business locations, etc.
COMPANY INFORMATION
Example: The Company and Management

Pet Grandma Inc. is headquartered in the City of West Vancouver and incorporated
in the Province of British Columbia. The company is owned by partners Pat Simpson
and Terry Estelle. Pat has extensive experience in animal care while Terry has
worked in sales and marketing for 15 years.

The management of Pet Grandma Inc. consists of co-owners Pat Simpson and Terry
Estelle. Both partners will be taking hands-on management roles in the company. In
addition, we have assembled a board of advisors to provide management expertise.
The advisors are:

1. Juliette LeCroix, partner at LeCroix Accounting LLP


2. Carey Boniface, veterinarian and partner at Little Tree Animal Care Clinic
3. John Toms, president of Toms Communications Ltd.
COMPANY INFORMATION
Example: Our Services

Our clients are dog and cat owners who choose to leave their pets at
home when they travel or who want their pets to have company when
their owners are at work. Pet Grandma Inc. offers a variety of pet care
services, all in the pet’s home environment, including:

● Dog walking
● Daily visits
● 24-hour care for days or weeks
● Administration of medications by qualified staff
● Emergency treatment in case of illness (arranged through
veterinarians)
03
THE
MARKET
Based on the market research
THE MARKET

Present the result of your conducted


market research
THE MARKET

Example: The Market

Across Canada the pet care business has seen an explosion of


growth over the last three years. West Vancouver is an affluent
area with a high pet density. Our market research has shown
that nine out of 10 pet owners polled in West Vancouver
would prefer to have their pets cared for in their own homes
when they travel rather than be kennelled and six out of 10
would consider having a pet sitter provide company for their
dog when they were at work.
04
THE
COMPETITION
Competitive Advantages
THE COMPETITION

Describe your competition and


your strategy for getting
market share. What is your
competitive advantage, e.g.
what will you offer to
customers that your
competitors cannot?
THE COMPETITION
Example: Our Competitive Advantages

While there are currently eight businesses offering pet sitting in


West Vancouver, only three of these offer on-site pet care and
none offers “pet visit” services for working pet owners.

Pet Grandma’s marketing strategy is to emphasize the quality of


pet care we provide (“a Grandma for your pet!”) and the
availability of our services. Dog owners who work, for instance,
will come home to find happy, friendly companions who have
already been exercised and walked rather than demanding
whiny animals.

All pet services will be provided by animal care certified staff.

All employees are insured and bonded.


05
FINANCIAL
ANALYSIS
Financial Projections and
Start-Up Financing
Requirements
FINANCIAL ANALYSIS

Summarize the financial plan


including projections for at
least the next three years and
start-up financing
requirements.
FINANCIAL ANALYSIS
Example: Financial Projections

Based on the size of our market and our defined market area, our
sales projections for the first year are $340,000. We project a
growth rate of 10% per year for the first three years.

The salary for each of the co-owners will be $40,000. On start up


we will have six trained staff to provide pet services and expect to
hire four more this year once financing is secured. To begin with,
co-owner Pat Simpson will be scheduling appointments and
coordinating services, but we plan to hire a full-time receptionist this
year as well.

Already we have service commitments from over 40 clients and


plan to aggressively build our client base through newspaper,
website, social media, and direct mail advertising. The loving on-
site professional care that Pet Grandma Inc. will provide is sure to
appeal to cat and dog owners throughout the West Vancouver area.
FINANCIAL ANALYSIS

Example: Start-up Financing Requirements

We are seeking an operating line of $150,000 to finance


our first-year growth. Together, the co-owners have
invested $62,000 to meet working capital requirements.

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