The Spa and Café for Dogs and Their Humans Marketing PlanEssay Preview: The Spa and Café for Dogs and Their Humans Marketing PlanReport this essayDogStarThe Spa and Café for Dogs and Their Humans“Marketing Presentation”DogStarThe Spa and Café for Dogs and Their HumansEXECUTIVE SUMMARYWe pamper them, bring them on vacations, and surprise them with gifts. They even get presents on holidays they are our DOGS.Pets are an important part of our lives and, more than ever, people are spoiling them with luxury items. To many owners, pets are more than just pampered possessions; they are members of the family.
DogStar introduces the day spa and cafe for dogs and their humans. DogStar is a full-service day spa, outdoor café, gourmet bakery and pet boutique. For people who love their dogs and dogs who love their people, what better than a relaxing day of facials, massages and lunch together?
DogStar was born of the vision of two dog-loving friends. These friends envisioned a place where they could provide the highest quality products and services in a luxurious setting where dogs and their people could spend quality time together.
DogStar provides products and services in the following categories:DOGGIE DAY SPA & SALONMassages, including plush doggie robesBathing (using all natural products) and fluff dryingHaircuts and stylingPawdicures and polishingEye cleaning and eye trim areaEar cleaningTeeth brushingHUMAN DAY SPAMassages, including plush bathrobesEuropean facialsBody treatments, including salt polishing and scrubsManicures and PedicuresDOGGIE BAKERYAll natural gourmet dog treats and food (outsourced)Catering and gift baskets, including “treat of the month” clubDogStar gift basket awarded to “Star of the Month”DOGGIE BOUTIQUEDoggie clothing, accessories, toys and plush doggie bedsPlush sofas and chairs for loungingDOGGIE DAY CAREWe have two indoor climate controlled play areas for both “Big Doggie” and “Little Doggie” day care. Both spaces are equipped with live web cams. We also have the secured area (outdoor doggie park) for outside play.
OUTDOOR CAFÉ AND DOGGIE PARKEspresso and juice bar. Also, non-alcoholic drinks include the Cosmopawlitan, Muttini and Happy Pale Ale.Doggie park where you and your dog can socialize with old pals and meet new friends.Outdoor moviesSPECIAL SERVICESTrans”paw”tation servicesPet photographyDogStar coordinates birthday parties, yappy hours, muttrimonies, or other special occasions.DogStar recognizes the essential roles of animal charity organizations by donating money, resources and services to worthy campaigns and causes. DogStar believes in the philosophy that “kindness to animals builds a better world for all of us” and is a supporter of the “No More Homeless Pets Program.” DogStar supports animal charity organizations through its line of boutique clothing and accessories “Pawsitively Perfect.” A portion of all proceeds are donated to charitable causes so dog owners can look good, do good and show the world how much they love their dogs. DogStar also provides an initial free day spa service to any new dog adopted from a local shelter.
FINANCINGTo achieve our objectives, DogStar has obtained a long-term commercial loan, which will be paid back from the cash flow of the business within six years, collateralized by the assets of the company, backed by personal integrity, experience and a contractual guarantee from the co-owners.
MISSIONDogStars mission is to provide high quality services and products in a relaxing and luxurious environment where dogs and their people can spend quality time together.
The keys to success in our business are:Superior Customer Service: High-quality services and productsEnvironment: We provide a clean, upscale, odor free, enjoyable environment, with cozy, elegant furnishingsConvenience: We offer clients a wide range of services in one locationLocation, location, location: Malibu is one of the most prestigious beach communities in Southern CaliforniaReputation: Based on credibility, integrity, and 100% dedicationCOMPANY OWNERSHIPDogStar is a Limited Liability Company (LLC) based in Malibu, California. The co-owners of DogStar are Sergio Gutierrez and Michelle Stephens.Sergio Gutierrez is the “Chief Dog” in charge of management, marketing and finances at DogStar. He previously owned and operated the Regal Beagle in Pasadena, California, for over 12 years. Sergio
Sergio Gutierrez
Cincinnati, OH, USA
DogsStar is owned by Sergio Gutierrez. Sergio is the dog owner, head office manager and senior manager for DogStar. Sergio owns the two brands, DogStar the German Shepherd and DogStar the Bison from DogStar. Sergio was the founder of the dog ownership system in New York where an employee could become the dog owner through adoption. Sergio became the first dog owner and was raised by his two pit bulls and adopted a Labrador mix. Sergio’s dog was named after Sergio. Sergio purchased his three breed, Dog Star and moved into the new home. He now keeps eight puppies and has three puppies. Sergio also owns a small dog named The Dog. Sergio also owns a 2/3″ puppy that he named after the dog. Mr. Gutierrez is retired. Sergio became a retired member of a National Service Program office in the American Veterinary Medical Association (AVPA) in 2003. He also owns multiple U.S. Air Force Buses that the military often needs for maintenance. Sergio holds a National Adoption Certificate and has been recognized as one of the best dogs owner and family pets by the Association.
Michelle Stephens
Cape Coral, FL
The dog is the name of Sergio Gutierrez’s business partner. Michelle is part-time foster care supervisor for Mr. Gutierrez. Michelle attended the Bison Academy and is a former foster care supervisor. She was also an early adoptee. Michelle has lived in the U.S. for 2½ years. Michelle was a 3-year-old puppy, and now has 4 years at the Bison Academy. Ms. Stephens has lived with Mr. Gutierrez and other friends as a companion throughout her life. Michelle is not a foster care employee or employee of S.H.P.S. Inc., so Mr. Gutierrez did not have access to her. Michelle does not have a home license for one of her dogs. Michelle’s dog name is “A”.
Michelle’s dog name? She is named after Sergio Gutierrez, Mr. Gutierrez’s wife and grandfather. Michelle Gutierrez is the author of the 2009 book, “Sergio Gutierrez in the U.S. and the Dogs of the Wild: The Story of Sergio Gutierrez, the New Animal Care Revolution and the Rise of the Doggie.”