Your Dog's Club

Idea

Introduction

Dogs are different - Dogs are part of the family and not just pets.

So why can't you find a shop dedicated to everything for your dog?

Your Dog’s Club is, based on market research, one of the only dog specific online retailer that provides high nutrition food and treats, with an independently verified nutritional rating system, alongside everything else your dog needs.

The business is run by dog lovers, for dog lovers and built on co-operative principles. As we grow, we buy better for less, share the rewards with our community, support charitable projects and look after the planet.

We carefully select our products, ensuring they meet minimum quality and eco friendly thresholds.

Our values of trust, community, pride and joy run through everything we do.

From our customers (Waggys) to our local dog business partners (Pack Leaders) to our industry experts (Gurus) giving the best advice, we are creating a community and meeting the needs of dog owners across the UK.

Substantial accomplishments to date

In our first 2 years of trading, we have successfully built a robust and scalable infrastructure around an exceptional management team with previous experience of starting, growing and selling businesses.

In our second full year of trading we have:

○ Grown from 5,400 registered customers to over 21,000 (Feb 22)

○ Significantly grown revenue (43% year on year growth Q4 2021)*.

○ Achieved a 43% repeat customer ratio.

○ Maintained our 4.9 (Excellent) Trustpilot rating, 95% of reviews of 5 stars.

○ Integrated "Fresh Relevance" software to personalise our customer interactions.

○ Upgraded our platform in Oct 21 and launched our Subscription module.

We continue to receive Trustpilot reviews like this one from Melany in Newport:

"Excellent, perfect and easy to get what I want for my pup.
Thanks for making it an easy process when there are so many options out there."

*Based on unaudited management accounts.

In a pandemic and recession proof market worth over £2 billion per year, with the post-pandemic shift to online retail, our position as a unique dog-only online brand that places an emphasis on trust, convenience, quality and choice is the future.

Alongside expanding our existing routes to market, we are planning forthcoming partnerships with Forestry England and a leading Pub Group (suspended in 2021 due to the pandemic) which could expose us to over a million potential customers in 2022.

Monetisation strategy

Our core is our community of dog owners which we grow through:

Digital – through social media, Google, Facebook & other platform advertising.

Pack Leaders – dog owning clients of dog groomers and walkers and similar in exchange for commissions.

Affiliates – cross promoting through social media and on site physical recruitment activities with relevant national organisations e.g. Forestry England.

We monetise the community through the sale of dog food, treats, supplements, accessories, insurance and target the lifetime spend of the dog owner.

We estimate the potential lifetime spend of each customer to be around £18,850.

The key performance indicators for the business are Community size, currently 21,000 and growing at over 1500 per month (Q4 2021), Average Order Value currently £43.34 (Jan 22), and Gross Margin currently 32% (Q4 2021).

AOV grows with repeat purchase customers.

Margin grows through economies of scale, purchasing efficiencies and our plan to introduce own brand products and upsell.

Use of proceeds

The use of proceeds is as follows: