Royal Vista Pet Care Services
Michele L. Basye
11131 Tar Bay Road
North Prince George, Virginia 23860
Royal Vista Pet Care Services Business Plan
I. EXECUTIVE SUMMARY
Royal Vista Pet Care Services (also known as Royal Vista Grooming) (referred to from hereon in as the "Company") was established as a Sole Proprietorship at 11131 Tar Bay Rd, North Prince George, Virginia 23860 with the expectation of rapid expansion in the grooming, boarding, training, house & farm sitting industry. This is a permanently disabled (neuropathy) and woman owned business.
The Company was formed on December 16th, 2019 as a Sole Proprietorship headed by Michele L. Basye (“Company Owner”).
Currently, this is a part-time business consisting primarily of grooming of pets either 1) on location in Michele Basye’s home, with pick up and drop off of pet(s) by the owner or Michele Basye will pick up and drop off the pet(s) from and to the pet owner’s home as an option at an additional fee or 2) on location at the customer’s home.
Grooming includes scissoring, clipping, creative color, de-shedding, de-matting, bathing of pets, nail clipping and other related services.
The Company wishes to expand, first by expanding the customer base; and then by purchasing a Trailer or “Mobile Unit” so as to offer more comprehensive services on location at the customer’s home. Eventually, the goal is to continue to grow the business and eventually open a separate grooming salon on the my property so I do not have to groom dogs in my home, and I can then do a majority of the grooming in the trailer at home or in the future salon eliminating travel time between appointments, allowing for greater efficiencies. The Mobile Unit will be able to be used either at the Company Owner’s home or pet owner’s house in the interim; thus, eliminating the need to use the Company Owner’s residence for grooming and having to transfer equipment back and forth. It will allow me to work more efficiently and with less pain as I will have it set up where I can sit or stand to do my grooming.
In any event, in the long term, Mobile Pet Services will remain a cornerstone of the Company’s business operations as it expands because: 1) one can charge more money for mobile services (to compensate for the time and transportation costs); and 2) more importantly, it affords the Company the ability to serve a part of the market that is currently underserved: namely, the disabled and elderly or pet owners who that cannot easily transport their pets to a salon. Some have multiple pets, some have pets who are difficult to transport due to size, health issues, anxiety, and or car sickness.
The Company has an experienced management team:
Owner, groomer, trainer, - Michele L. Basye, Over 35 years of training, vet tech, and grooming experience.
Management Team Philosophy on Customer Service; Niche Market
In Michele Basye’s own words:
“I love animals and working with them; this has been a lifetime passion of mine. I have a part-time venture that I would love to be able to do full-time. I specialize in grooming difficult, fearful, skittish dogs, and even aggressive dogs.
I have worked as a Vet Tech and have shown, trained, and groomed show dogs for over 35 years. I have a way of reading the animals’ behavior and am able to soothe them and train them to be less reactive while being groomed. I'm also gentle, patient, and I practice fear-free grooming. I don't rush with my grooming. I take time to build relationships with the pets, which allows them to learn to trust me and make grooming a better experience. I take time to meet and play with the dog before and after the grooming so they associate me as a fun person that plays with them, instead of someone who just quickly grooms them.
I do nail, beak, and flight feather trims on birds, nail trims even on reptiles, rabbits, guinea pigs, and even chickens! I also trim goat and pig hooves and so much more! I also board one family's pet(s) at a time so that their pet(s) gets all my attention and is not being exposed to a large number of dogs that could potentially pass on sickness, cause anxiety or injuries to the customer’s pet. I have a five-acre farm with several dog safe fencing areas so my clients’ pets can run and play safely with my friendly and well socialized dogs. Having a lifetime of horse ownership and knowing farm life in and out, I also offer farm sitting!
So many groomers, especially those in the nation-wide grooming salons located in big pet food chains, rush through their grooming services in order to meet quotas. Many dogs wind up fearing grooming due to ruId or aggressive actions by groomers which can also cause injury to the pet. There is a niche market for my services. Moreover, I have been able to constantly gain new customers as well as retain loyal customers that provide repeat business; so much so, I do not currently have an efficient enough set up to take on too many more new clients, which I will more easily accommodate with a Mobile Unit.
I have successfully groomed several dogs who otherwise have never been able to be groomed. I started this as a part-time side business and my clients have encouraged me to take it to a full-time venture.”
To provide fun and fear-free grooming to all dogs, cats, and otther pets that we serve. I strive to build trust and a comfortable relationship with pets who have been traumatized by bad grooming practices in large chains.
The Company is prepared to introduce the following services to the market: Mobile Pet Services.
When the Company purchases a grooming Trailer to work out of, it would hugely impact the business and its profits in a positive way. The Company owner, Michele Basye, could groom out of it at her home as well as on the go. It would eliminate set ups and tear downs that are time consuming and hard on her physically.
Currently, when at the customer’s home, I am using the customer’s tub and grooming in their home, but set up and tear down of the grooming table and the effort in bring all the supplies and equipment into the home hurts my physically and massively decreases my productivity. I just had knee surgery and has neuropathy in both lower legs. With the Trailer, I could really increase my productivity and be able to groom more dogs per day plus pick up new clients by being able to groom dogs that people can't or don't want their animals bathed in their home.
As noted above, the Trailer or Mobile Unit affords the Company the ability to serve a part of the market that is currently underserved: namely, the disabled and elderly that cannot easily transport their pets to a salon. As well as, those with large dogs or dogs otherwise not easily transported.
II. BUSINESS SUMMARY
Pet owners spend thousands of dollars on their pets annually. The dog grooming business market is estimated at about $8 billion in the US. Across the country, there are about 130,000 grooming businesses with 230,000 employees. High pet ownership is fueling great growth of about 8% annually. The 8% annual growth is projected to continue through the end of the decade as dog owners live busier lives and seek out services to help them with the care and maintenance of their pets.
Pet services such as grooming aren’t once and done. Grooming animals is a repeat business, with monthly needs for Clipping, scissoring, bathing, nail care, ear cleaning, and more.
As noted in the attached Google Maps tmye is little competition within the three and five mile radii of the Company location. The Mobile Unit would allow greater efficiencies in promoting the business in the Greater Richmond and Tri-Cities areas: specifically, Prince George, New Kent, Charles City, Hanover, Henrico, Hopewell, Petersburg, Dinwiddie, Chesterfield, and parts of the city of Richmond.
Business Goals and Objectives
To purchase a grooming Trailer and make this a full-time profession for the Company owner to do what she loves, more efficientlyand with less pain!
To continue to grow the business and eventually open a separate grooming salon on the Company owner’s property.
III. MARKETING SUMMARY
The Company's major target markets are as follows: Greater Richmond and Tri-Cities areas: specifically, Prince George, New Kent, Charles City, Hanover, Henrico, Hopewell, Petersburg, Dinwiddie, Chesterfield, and parts of the city of Richmond.
The Company has been promoting and will continue to promote sales using the following methods:
A Facebook page and advertising in various local groups.
Business Cards and magnets that are passed out to pet owners, and distributed to and posted at other businesses, with referral discounts.
First-rate service is intended to be the focus of the Company and a cornerstone of the brand's success. All clients will receive conscientious, one-on-one, timely service in all capacities, be they transactions, conflicts or complaints. This is expected to create a loyal brand following and return business.
IV. FINANCIAL PLAN
12-Month Profit and Loss Projection
Based on approximately seven (7) groomings per week, about half on-site and half at the customer’s home.
Charge for Grooming ($65 Average) (7/wk;28/mo) $1,820
Total Revenue $1820
Supplies (Shampoo Conditioner, etc.) $ 112
Mileage (62.5 cents per mile) (560 miles) $ 350
Equipment (Shears, Dremmels, etc.) Expensed $ 150
General Overhead (Phone, etc.) $ 150
Advertising, Promotion $ 75
Total Expenses $ 837
Annual Profit (x12) $11,784
Full Time with Mobile Unit/Trailer
Based on approximately fifteen (15) grooming jobs per week, about half on-site and half at the customer’s home. The Grooming Fee for Mobile Services will average $10 -$20 per Grooming higher.
Charge for Grooming ($75 Average) (15/wk;60/mo) $4,500
Total Revenue $4,500
Supplies (Shampoo Conditioner, etc.) $ 240
Mileage (62.5 cents per mile) 1,200( miles) $ 750
Equipment (Shears, Dremmels, etc.) Expensed $ 190
Cost of Trailer and Other Equipment*
(Depreciated over 60 months) $ 400
General Overhead (Phone, etc.) $ 150
Business Insurance $ 85
Advertising, Promotion $ 125
Total Expenses $1,940
Annual Profit (x12) $30,720
Income more than doubles!
*The $24,000 for the Trailer and additional equipment is amortized over 60 months. $24,000 divided by 60 is $400 per month.
The Company began by looking at various built-out Trailers or mobile units. The costs varied, ranging from $50,000 to $85,000.
After some research on the best layout and the equipment that would be needed in the Trailer, it was determined that the Trailer could be built from scratch for about $20,000 to $25,000. The following sets forth the costs of manufacturing the Trailer which can be built out by the Company owner, Michele Basye, with one helper.
Additional supplies needed are: Specialized Brushes, nail clippers, grinders or Dremels, shavers, shears, scissors, dryers, crates, cleaning supplies, towels, and additional grooming tables, for a total cost of less than $3,000.
The following are the costs for purchase and building out a Trailer:
Base Used Trailer $7,500
Taxes, License Fees, etc. $ 300
Total Acquisition Cost $7,800
Framing Walls, Insulation $ 300
Flooring $ 250
Interior Wall Paneling
(Sequentia White Wall Panels, Waterproof) $ 280
Interior Ceiling Panels $ 210
Subtotal $ 1,040
Deep Cycle Batteries $ 600
Heat Pump AC (roof mounted) $ 800
ATS $ 165
Lighting $ 300
Engineering (Load Demands) $ 500
Miscellaneous $ 250
Water Heater (propane) $ 800
Pump $ 150
Grey Water Container $ 65
Fresh Water Containers $ 130
Propane Tanks $ 240
Lines $ 150
Miscellaneous $ 250
Cost for Exterior Advertising $ 895
Additional Labor to help Build
(40 hours at $45 per hour) $1,800
Total Cost of Upfit $13,635
Total Cost of Mobile Unit/Trailer $21,435