ii
Table of Contents
List of figures ............................................................................................................................ iii
List of tables .............................................................................................................................. iv
1. Executive summary ................................................................................................................ 1
2. Introduction ............................................................................................................................ 2
2.1 Vision................................................................................................................................ 2
2.2 Mission ............................................................................................................................. 2
2.3 Short overview of service and positioning ....................................................................... 2
3. Market research ...................................................................................................................... 3
3.1 Determination of the target market ................................................................................... 3
3.2 Narrowing the target market ............................................................................................. 4
3.3 Overview of consumer behavior....................................................................................... 4
3.4 Overview of competition .................................................................................................. 5
3.5 Macro environment analysis (PESTLE) ........................................................................... 5
3.6 Porter’s 5 forces analysis .................................................................................................. 7
3.7 Porter’s value chain analysis ............................................................................................ 8
3.8 SWOT analysis ............................................................................................................... 10
4. Business model ..................................................................................................................... 11
4.1 Onboarding & dynamic of service .................................................................................. 11
4.2 Unique value proposition................................................................................................ 12
4.3 Additional service offer .................................................................................................. 12
4.4 Revenue model ............................................................................................................... 13
5. Organization ......................................................................................................................... 13
5.1 Competence & passion ................................................................................................... 13
5.2 Company & team ............................................................................................................ 13
5.3 Key members .................................................................................................................. 14
6. Investment opportunity: Investment case & financials ........................................................ 14
6.1 Funding ........................................................................................................................... 15
6.2 Overview of projected financial performance ................................................................ 15
6.3 Assumptions on projected financial performance .......................................................... 16
References ................................................................................................................................ 17
, iii
List of figures
Figure 1: Porter’s value chain analysis………………………………………………………….8
Figure 2: Expected market share’s growth…………………………………………………….16
, iv
List of tables
Table 1: Foster the Pets‘ market segmentation………………………………………………….3
Table 2: Target market based on marketing effectiveness and consumer survey……………...4
Table 3: Investments‘ overview 2020-21……………………………………………………...15
Table 4: Scenario Analysis – Foster the Pets‘ 5-year Financial Performance Projection….…15
Table of Contents
List of figures ............................................................................................................................ iii
List of tables .............................................................................................................................. iv
1. Executive summary ................................................................................................................ 1
2. Introduction ............................................................................................................................ 2
2.1 Vision................................................................................................................................ 2
2.2 Mission ............................................................................................................................. 2
2.3 Short overview of service and positioning ....................................................................... 2
3. Market research ...................................................................................................................... 3
3.1 Determination of the target market ................................................................................... 3
3.2 Narrowing the target market ............................................................................................. 4
3.3 Overview of consumer behavior....................................................................................... 4
3.4 Overview of competition .................................................................................................. 5
3.5 Macro environment analysis (PESTLE) ........................................................................... 5
3.6 Porter’s 5 forces analysis .................................................................................................. 7
3.7 Porter’s value chain analysis ............................................................................................ 8
3.8 SWOT analysis ............................................................................................................... 10
4. Business model ..................................................................................................................... 11
4.1 Onboarding & dynamic of service .................................................................................. 11
4.2 Unique value proposition................................................................................................ 12
4.3 Additional service offer .................................................................................................. 12
4.4 Revenue model ............................................................................................................... 13
5. Organization ......................................................................................................................... 13
5.1 Competence & passion ................................................................................................... 13
5.2 Company & team ............................................................................................................ 13
5.3 Key members .................................................................................................................. 14
6. Investment opportunity: Investment case & financials ........................................................ 14
6.1 Funding ........................................................................................................................... 15
6.2 Overview of projected financial performance ................................................................ 15
6.3 Assumptions on projected financial performance .......................................................... 16
References ................................................................................................................................ 17
, iii
List of figures
Figure 1: Porter’s value chain analysis………………………………………………………….8
Figure 2: Expected market share’s growth…………………………………………………….16
, iv
List of tables
Table 1: Foster the Pets‘ market segmentation………………………………………………….3
Table 2: Target market based on marketing effectiveness and consumer survey……………...4
Table 3: Investments‘ overview 2020-21……………………………………………………...15
Table 4: Scenario Analysis – Foster the Pets‘ 5-year Financial Performance Projection….…15
