A n e w c a t s h e l t e r b u s i n e s s m o d e l

T A B L E O F C O N T E N T S: M A R K E T

Italian pet marketMain pet adoption / purchase channelsMain drivers for pet choice

P R O B L E M S E T T I N GAnimal abandonmentBusiness model of animal sheltersBenefits of animal sheltersWhy are animal shelters not popular?

S O L U T I O NHow can we make animal shelters popular?Supporting trendsMoodboard

B U S I N E S S M O D E LKey activitiesBenefits of the GATTACCI experience

C O M P E T I T O R SCompetitors mapping

U S E R S C E N A R I OFrancesca and Matteo’s GATTACCI journey

C O M M U N I C A T I O N C A M P A I G NCatvertisingCat photography competitionAdoption campaign

F I N A N C I A L F O R E C A S TCost projections year 1Revenue projections year 1Projections over 3 years

MARKET

MARKET

Italian pet market 25,354,000 pet owners in 2011*

NO

PET

58.3%

DO

G

20.18%

CA

T

OTH

ER

13.4% 8.12%

2001

200830% increase**

Source: Il costo degli animali domestici, Indagine ADOC, 2011**Source: Rapporto Italia 2011, Eurispes*

32% increase **

5,307,250,000 €7,992,559,000 € 3,216,035,000 €

2011 TOTAL EXPENSE FOR PETS: 16,500,000,000 €*

FOO

D

HEA

LTH

BEA

UTY

GA

DG

ETS

76% 17% 4% 3%

MARKET

MARKET

Italian pet market 25,354,000 pet owners in 2011*

NO

PET

58.3%

DO

G

20.18%

CA

T

OTH

ER

13.4% 8.12%

2001

2011 TOTAL EXPENSE FOR PETS IN ITALY: 16,500,000,000 €*

200830% increase**

32% increase **

Source: Il costo degli animali domestici, Indagine ADOC, 2011**Source: Rapporto Italia 2011, Eurispes*

5,307,250,000 €7,992,559,000 € 3,216,035,000 €

FOO

D

HEA

LTH

BEA

UTY

GA

DG

ETS

76% 17% 4% 3%

The pet market is: an expanding, recession-resistant market

MARKET

MARKET

Main pet adoption / purchase channels

BREE

DER

NET

WO

RK

HO

ME

BORN

PET

SHO

P

SHEL

TER

40% 31% 20% 5% 4%

NET

WO

RK

BREE

DER

SHEL

TER

BORN

AT

HO

ME

55% 22% 16% 7%

*

**

(€)€ €

€(€)

Average purchase price:400 €

150 €

**Source: Small scale survey, self-conducted

Source: Degl’Innocenti, G. l legame cane-padrone: una nuova prospettiva dell’attaccamento umano? Università degli Studi di Firenze, A.A. 2004/2005*

MARKET

MARKET

Main drivers for pet choice

PURE

BRE

ED

MU

TT

80%

20%80% *

CH

ARA

CTE

R,

EMPA

THY

50%

AG

E (Y

OU

NG

)

40%

PURE

BRE

ED

10%

**

50%

**Source: Small scale survey, self-conducted

Source: Degl’Innocenti, G. l legame cane-padrone: una nuova prospettiva dell’attaccamento umano? Università degli Studi di Firenze, A.A. 2004/2005*

MARKET

MARKET

PROBLEM

PROBLEM SETTING

Animal abandonment

Source: Cifre sul randagismo, LAV Onlus report, 2008

66% 33%

CA

TS

DO

GS

Highest regional rates:CAMPANIA (70,000 yearly)PUGLIA (70,000 yearly)SICILIA (68,000 yearly)

Highest regional rates:VENETO (549,000 yearly)LAZIO (450,000 yearly)LOMBARDIA (300,000 yearly)

PROBLEM

PROBLEM SETTING

2011 TOTAL NUMBER OF ABANDONED DOGS & CATS (ITALY): 135,000

Animal abandonment

Source: Cifre sul randagismo, LAV Onlus report, 2008

66% 33%

CA

TS

DO

GS

Highest regional rates:CAMPANIA (70,000 yearly)PUGLIA (70,000 yearly)SICILIA (68,000 yearly)

Highest regional rates:VENETO (549,000 yearly)LAZIO (450,000 yearly)LOMBARDIA (300,000 yearly)

Animal abandon leads to:COLONIES OF SICK, HUNGRY ANIMALSATTACKS TO HUMANSROADKILL AND CAR ACCIDENTS

PROBLEM

PROBLEM SETTING

2011 TOTAL NUMBER OF ABANDONED DOGS & CATS (ITALY): 135,000

Business model of animal shelters

ADOPTION

SHELTER

TERRITORY

OWNERS

MONITORING

CARE

Shelters are supported through:

PUBLIC FUNDINGPRIVATE DONATIONSCOLLABORATIONS WITH LOCAL HEALTH SERVICES

Shelters typically have:

SCARCE RESOURCESPOOR ORGANIZATIONPOOR PROMOTION

PROBLEM

PROBLEM SETTING

Benefits of animal shelters

FINDING THE RIGHT PET-MATE (wide choice)PERSONALIZED, UNBIASED ADVICEHEALTHY, VACCINATED PETS

PET

SOCIETY

INDIVIDUAL

SECOND LIFEAGAINST ‘PUPPY MILLS’REDUCING NUMBER OF STRAY ANIMALS

REDUCING NUMBER OF STRAY ANIMALSAGAINST ‘PUPPY MILLS’ SUSTAINABLE BEHAVIOR

PROBLEM

PROBLEM SETTING

Why are animal shelters not popular?

**Source: Small scale survey, self-conducted

DEPRESSING EXPERIENCE

BAD HYGIENIC CONDITIONS

NO PURE BREEDNO YOUNG PETS

NOT PROPERLYPROMOTED38% 32% 20% 10%

PROBLEM

PROBLEM SETTING

SOLUTION

SOLUTION

How can we make animal shelters popular?

PLEASANT, INSPIRING EXPERIENCE

CLEAN, TIDY ENVIRONMENT

FOCUS ON PET CHARACTER

EFFICIENT COMMUNICATION

SOLUTION

SOLUTION

Supporting trendsGrowing popularity of associations for the adoption of adult and abused dogs

GACI Facebook fans: 3,300

G A C I (Greyhound Adoption Centre Italy)

P A W S Chicago

Best practice: PAWS Chicago no-kill shelter revolutionized the concept of animal shelter

Since founding in 1997: Reduced number of animal killings in Chicago by half

In 2011: Found a home for 4,268 petsSpayed/neutered 17,235 pets

SOLUTION

SOLUTION

Moodboard

re-designs the traditional cat shelter and provides an innovative, inspiring experience for sustainable cat adoptions.

SOLUTION

SOLUTION

BUSINESS MODEL

MODEL

Key activities

ADOPTION CENTRE

SHOP

VETERINARY

HOTELCAFE’

EVENTS

BUSINESS MODEL

MODEL

Key activities

ADOPTION CENTRE

Cat intake and care until adopted (no killing). Personalized assistance to potential owners.Possibility of distance adoptions offered.

BUSINESS MODEL

MODEL

BUSINESS MODELKey activities

SHOP

Complete retail experience for cat owners: food, toys, gadgets.

BUSINESS MODEL

MODEL

Key activities

HEALTH SERVICE

Cats check-up and health care, vaccinations and neutering. In partnership with veterinary clinics. Possibility of subscriptions (entry- or yearly basis).

BUSINESS MODEL

MODEL

Key activities

HOTEL

Superior cat stay and care service during the owners’ holidays.

45% of survey participants would use it.

BUSINESS MODEL

MODEL

Key activities

CAFE’

First touchpoint for the public: a cafe’ where the most sociable shelter cats keep people company.

BUSINESS MODEL

MODEL

Key activities

EVENTS

Monthly activities around the world of cats (educational and entertaining).

BUSINESS MODEL

MODEL

© Claudia Crobatia

PRE-ADOPTION

ADOPTION

POST-ADOPTION

Benefits of the GATTACCI experience

HEALTH CARE SUPPORT ENTERTAINMENT

CUSTOMER BENEFITS

HEALTH SAFETY

LOW RISKS ADOPTIONS

ENTERTAINMENT

AND EDUCATION

CUSTOMIZED ASSISTANCE

360° SERVICE

BUSINESS MODEL

MODEL

Cats check-up and treatments

Included in adoption fee: complete check-up,neutering / spaying,vaccinations

Matchmaking programto find the ideal cat-mate

Expert advice and counseling(return & refunding possible)

Gattacci shop to find everything for your (new) cat

Gattacci cafe’ to experiencethe shelter cats

Included in adoption fee: check-up after 6 months, free (urgent) treatment in 1st yearOptional: subscription for vetvisits (yearly or on entry basis)

Expert advice and support

Gattacci shop

Gattacci hotel (holidays)

Gattacci cafe’

Events & Workshops to learn more about cats

Gattacci cafe’ for a pleasant break with friends

COMPETITORS

COMPETITORS

COMPETITORS

POST-ADOPTION

GATTACCI

BREEDERS

PET SHOPS

CAT SHELTERS

CAT HOTEL

ADOPTIONS (PURCHASE)

ADOPTIONS (FREE)

FOOD & GADGETS

CAT CARE

CUSTOMER CARE

& AFTER SALES

PURE BREEDS

YES YES

YES YES YES

YES PARTIALLY PARTIALLY YES

YES YES YES

YES

PARTIALLY YES

360° CUSTOMER ASSISTANCE LOW RISK, ACCESSIBLE ADOPTIONS ENTERTAINMENT & EDUCATION

COMPETITORS

Competitors mapping

SCENARIO

USER SCENARIO

Francesca + Matteo

Cafe’

Shop

Adoption centre

HotelEvents

SCENARIO

USER SCENARIO

© Claudia Crobatia

COMMUNICATION

COMMUNICATION CAMPAIGN

COMMUNICATION

OPPORTUNITY:

Documenting the life of the shelter and of its inhabitants through catchy videos and photography to highlight their personal history and their own character

• 30% of most watched YouTube videos: cats• By 2015 90% of advertising will be Catvertising*• World’s first Catvertising agency launched in 2011

*Source: Canadian advertising agency St. John

COMMUNICATION CAMPAIGNCatvertising

COMMUNICATION

Cat photography competitionCOMMUNICATION CAMPAIGN

Through cat eyes

GATTACCI shelter

Feline colonies

Domestic cats Milan cat-photography competition

Reportage to raise awareness about stray cats

Reporting live on the website + Photography exposition at GATTACCI cafe’

CAMERA

PHOTOGRAPHERS

COMMUNICATION

Cat photography competitionCOMMUNICATION CAMPAIGN

Via Carlo Valvassori Peroni 1220133 Milano

Tel: 02 353685www.gattacci-milano.it

@ gattacci-milano.it

Photography competitionThrough cat eyes

Cat shelter

Via Carlo Valvassori Peroni 1220133 Milano

Tel: 02 353685www.gattacci-milano.it

@ gattacci-milano.it

Photography competitionThrough cat eyes

Via Carlo Valvassori Peroni 12

20133 Milano

Tel: 02 353685

www.gattacci-milano.it

Photography competitionThrough cat eyes

PRINT & ONLINE ADVERTISING

STREET ADVERTISING

COMMUNICATION

Adoption campaignCOMMUNICATION CAMPAIGN

RISCATTA UN GATTACCIO RANSOM A ‘GATTACCIO’

COMMUNICATION

Adoption campaignCOMMUNICATION CAMPAIGN

GATTACCI Milano Official Group

GATTACCI MilanoRISCATTA UN GATTACCIO

RANSOM A ‘GATTACCIO’

FINANCIAL FORECAST

FINANCIALS

FINANCIAL FORECAST

FINANCIALS

Cost projections year 1

42% 33% 16% 3%22%

ADOPTION CENTRE CAFE’ SHOP EVENTSHOTEL

COMMERCIAL COSTS: 4,000 €

TOTAL COSTS: 429,000 €

TOTAL COSTS OF GOODS SOLD: 18,000 €

OVERHEAD: 407,000 €

FINANCIAL FORECAST

FINANCIALS

Revenue projections year 1

71% 33%

SHO

P

TOTAL REVENUES: 220,000 €

14%

AD

OPT

ION

CEN

TRE

CA

FE’

10% 3% 2%

HO

TEL

EVEN

TS

FINANCIAL FORECAST

FINANCIALS

Projections over 3 years

TOTAL REVENUES: 147,000 €2013 2014 2015

REVENUES

COSTS

OPERATIONAL PROFIT

NET PROFIT

220,000 € 355,000 € 360,000 €

99,000 € 207,000 € 213,000 €

139,000 € 145,000 € 147,000 €

% PROFIT - 2,7% + 18,8%

-5,900 € 67,000 € 70,000 €

+ 19,5%

G i v e c a t s a s e c o n d l i f e