Tonya McClendon developed an *elevated pet feeder component. She also designed several feeder models around it and made several prototypes. She plans to invest at most $22,000 via a combination savings and loans. Additional funding is needed to protect her feeder components and design ideas as well to bring the products to markets. Tall Drink of Water plans to be incorporated in New York as a subchapter-S holding corporation. This will protect her from double taxation and personal liability.
Ms. McClendon plans to make her product a market leader in the $34-billion pet products industry. It is growing steadily, but there are few clear brands that can create elevated feeders.
Ms. McClendon has managerial, operational and technical experience in business, including financial services, management consulting, food service, architecture and landscape architecture, and Olympic planning. She is a solid customer service and sales professional and can work in any environment, whether it’s a small family business or a Fortune 500 company. She is able to draw upon a variety of skills and expertise to launch the business from start-up stage to star.
Based on her research she is certain that a start-up pet product business that designs and produces innovative, contemporary elevated pet feeders for designers, pet care professionals and individual consumers will be able to succeed in the United States. This country has more than half the households with at least one pet cat or dog.
Based on performance of comparable and complementary products the sales forecasts for three years are modest. First year sales are projected to total $143,800 and to increase at a rate of 10% over the following two years, reaching $248,748 by the end of Year 3. Once the brand has been established, sales are expected increase significantly.
* Based on preliminary patent searches made on the U.S. Patent and Trademark Office Website.
1.1 Objectives
- To become a leader in pet feeder market, with a significant share of the market at the end of the second-year of operation. This is based on:
- Innovative, functional and beautiful raised pet feeders
- Accessories and complementary pet products
- Products that are environmentally and socially responsible
- To increase sales at least 10% during the first three-years of operation.
- To achieve $250,000 in sales by the third consecutive year.
1.2 Mission
Tall Drink of Water develops, markets, and sells innovative, functional, and beautiful elevated pet feeders. We use materials and methods that are both socially and ecologically responsible. You will find a positive and supportive work environment, with competitive benefits and compensation.
1.3 Keys To Success
Tall Drink of Water, will:
- Designs and develops functional, reliable, beautiful and innovative products
- Our products are guaranteed competitively
- Outstanding customer service
- Participate in design and pet industry communities
- Support pet associations that rescue, train and promote the humane treatment of animals
- Profits can then be used to fund new product development
- Promote pet safety and health
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