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American Bully

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Submitted By viniciogarcia
Words 625
Pages 3
A1. Viability of Product
Big Paw Kennel is a dog kennel specializing in breeding American Bully dogs. The kennel sales directly to customers and is currently not affiliated with any pet stores or other kennels. The dogs sold through the kennel are registered through the United Kennel Club and the American Bully Kennel Club. Income is also generated through the sale of kennel merchandise and dog stud fees. The kennel does not currently have any online presence. Dog sales are currently limited to the north Texas area through local advertising and display booths at local dog shows.
The sale of puppies has remained steady throughout the past three years but the possibility of local competing kennels is likely. The number of puppies available has been kept lower because of competing kennels and the smaller customer base. In order to increase the customer base, dogs could be shipped. Due to the central location in the United States (U.S.) of the kennel, the logistics of shipping the dogs is much easier and available in more locations. Not all locations can have animals shipped year-round due to temperature. Other times, the dogs will need to be shipped via ground transportation, which is only available in the southern U.S.
Big Paw Kennel would have a viable online storefront for several reasons, beginning with expansion to another avenue for selling their products. The products would include not only the dogs and puppies themselves but would also include merchandise related to the kennel. The site will also market food products designed specifically for the American Bully breed, as well as selling recipe books for owners choosing to use “raw” diets or home prepared food. The store will sell toys designed for the American Bully who is strong chewer and tends to go through toys quickly. The e-commerce ability of the site allows the customer to pay their initial deposit on their preferred puppy, as well as purchase the merchandise, at any time of the day. Being able to place a deposit for your first choice is important for buyers looking for a puppy they want to use for shows.
Having an online presence is a much less costly way to expand the business. Rather than developing another kennel, which would involve selecting a location, personnel, permits, and etc., the dogs and merchandise can be shipped from the current kennel. With Texas having the highest kennel permit cost in the country, opening additional locations becomes much more costly.
The American Bully is a newer recognized breed so many people are unfamiliar with the breed. Having an online presence would not only create an awareness of the benefits of the breed, but it would inform people of a location where they can see the dogs in person.
Most purchasers of American Bullies become aware of the available dogs through dog shows. Many people hear about the dogs through word of mouth and become interested in further information. The online store will give people the opportunity to read further information about the available dogs to create interest is visiting the store. Visitors to the site can also leave feedback about the dogs as well as which breeding they would like to see in the future. Visitors will also have the opportunity to be notified of future dates of when puppies will be due.
Even though there are many advantages to expanding to an online presence, there are some disadvantages. Without proper marketing strategies, the demand can well exceed the supply. The customer relationship management (CRM) tools will need to focus on segmentation to keep advertising cost low. The currently annual revenue for the kennel is under $100K and advertising could quickly become expensive with little return on investment (ROI).

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