Dog CollarsONLINE SHOP

Value Propostion

To provide high quality cat collars, dog collars and other accessories to anyone who adores their four-legged friend.

To provide outstanding customer service and a quality website that’s easy to use

To provide a high quality blog that offers advice on how to care for your pooch

Key Partners

MakingGreatLeaders – using Tim’s advice and blog for exposure

SignLines – using their facilities to hold and create accessories, staff to manage inventory

Key Activities

Manage inventory and fulfil orders and returns Create quality blog posts. Implementing digital strategy (social media, managing

analytics and SEO)

Key Resources

Online store that looks great and is easy to use - will look at platforms later…

Someone to be responsible for the product chain, inventory and stock, ensuring that orders are being met.

Team (Fiona, Tim and Jane) to manage responsibilities and maintain the business.

Customer Segments

Dog owners Largely female demographic USER PERSONAS

Customer Relationships

A trusted provider of quality accessories. Excellent customer service – quick dispatch and

fulfilment of orders and offer of full refund if products are shoddy.

Grow audience through advertising and organic SEO and through engaging content on blog – advertise through social media and through use adwords and through social media etc.

Distribution Channels

Shipping – Royal Mail or other courier service? Through Digital marketing strategy

Advertising through adwords/adsense/social media advertising

Cost Structure

Cost of stock (cost per unit?) Shipping costs (UK & International) Cost of website/hosting Advertising budget (how much to spend of facebook

ads and adwords per month) Cost of resources (Jane/Tim/Fiona – all of our time

and effort and Jane’s fee

Revenue Streams

Main revenue will be generated through sale of product. Each item £55 (what is cost price? And how was this figure reached? Need to consider cost of shipping and VAT)

Additional revenue could be generated through advertising and affiliate marketing through blog but at the moment we don’t want to detract from our own product or diminish our own brand (we want the focus to be on our product)

Plan of Attack

Develop and create a unique brand and design a beautiful website

Make it fully functional and assess best channels for shipping etc

Generate Revenue through sale of collars initially Add additional revenue streams through additional

product lines Assess and analyse, re-evaluate and pivot if necessary

Product

Dog Collars Cat Collars What else can sell to our target audience? How do we upsell? – can we package them nicely or

could you throw in a free tote that they come in?

Brand

Needs to look inviting and engaging and all about the PRODUCT (no picture of rusty!)

Consistent colours fonts – think a little bit cutesy with pinks, blues and navy’s (we are appealing to a more feminine demographic)

Reconsider company name We can easily create an ecommerce shop in Wix but

Shopify and BigCommerce have attractive templates…

Digital Marketing Strategy

SEO Social Media – Facebook and Instagram – BUFFER to

manage and schedule posts WOM/Traditional Advertising KPIs – page visits Metrics – analytics/Buffer Adwords and facebook advertising

Best Platforms

ETSY Price: No cost to set up. £0.16 per item plus 3.5% transaction fee and 4% process

paymentPros: Easy to set up Secure Can respond from any device Have a shop on etsy or create your own website with domain using Pattern Cons: has to handcrafted by you, or an outside approved manufacturer – We can look at

this but I need more details about the man who makes these

ETSY.com

Price: No cost to set up. £0.16 per item plus 3.5% transaction fee and 4% process payment. Pattern (website builder is $15/mo otherwise you’re hosted on the etsy storePros: Easy to set up Secure Can respond from any device Have a shop on etsy or create your own website with domain using Pattern Cons: has to handcrafted by you, or an outside approved manufacturer – We can look at this

but I need more details about the man who makes these Doesn’t integrate well with other websites

Shopify

Price: $29.00/month (offers a free trial for 14 days if you want to check it out)Pros Ease of use Nice free templates Takes care of everything Button can be embedded anywhere (Wix or Wordpress) or integrated with facebook Integrates with google shopping Dashboard to manage orders with sales analytics Extra features like SEO optimisation easier to add multiple variants (sizes) than with BigCommerce

Shopify

Cons because a lot people are using the themes a lot of the sites can look

very “samey” Charge 0.5 – 2 % per transaction (unless you’re using their payment

plan) Themes can be expensive at $140 It is expensive if you’re not actually selling anything

WooCommerce/Wordpress

Price: Free, but SSL ticket is $100 and add-ons and features are extra$$, you also need to pay for hosting and you might want to pay for a theme $$$

Pros Free until you start selling! Custimisable Lots of extra features Integrated with wordpressCons expensive add-ons, paying for themes… Requires a lot more work setting up and can be a pain to maintain 

Big Commerce

Price: $29.95/monthPros easy to use (although not as easy as shopify) Nice responsive themes Integrates with mailchimp, hubspot Allows you integrate with facebook shop Calculates tax and shipping no transaction feeCons Free themes are a bit generic Bought themes are quite expensive at $170+

Wix

Price: £10/month ecommercePros simple to set up integrates paypal, credit card payments etc Allows you to add costs for VAT and shipping Integrates with shopify

Wix

Cons Can’t change template Not the best in terms of SEO Blog is rubbish and won’t allow affiliate advertising can we integrate with other product lines ??!! can’t be integrated with facebook

What I need from you

YOUR TIME!!! – I need direction from you, ultimately it’s your business so you’ll to invest time – I am only here initially and I need your time too! Can we have a call every other day to establish goals/objectives/direction

Content – I can write copy – but you need to review, we also need someone to write a blog every week/two weeks and regular social media updates.

Stock/List of inventory

What I need

Pick a domain! BowWowTies.com OR rockstardogcollars.com Email Domain and logins Any existing social media accounts and their logins Domain and Hosting login for Rockstardogcollars.com Logos/images – I’ll need certain measurements – need high res images

– excellent quality – bad images will put people off Stock photos for additional images for blog Budget/credit card to spend on marketing (monthly – facebook ads,

adwords)

What I need

Shipping – which courier do you use currently? Pricing plan for shipping (international? How many countries can we realistically ship to and are we covering the cost of shipping in our price or adding it on?

Tax – what VAT rate are you currently paying on your products? What Tax code do you use? We need to establish tax rate and how this is paid to HMR (also need to consider tax codes in other countries)

payment scheme – Paypal account and Stripe account company name Vat no. bank details