Your Dog's Club

Idea

Introduction

Dogs are different - you can't walk a goldfish or take it on holiday with you. Dogs are part of the family and not just pets.

So why can't you find a shop dedicated to everything doggie?

Your Dog’s Club is, based on market research, the only dog specific online retailer that provides high nutrition food and treats, with an independently verified nutritional rating system, alongside top quality toys and accessories.

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 year 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.

We have carefully selected the best partners in platform build, digital marketing, warehousing and distribution which helped us achieve fantastic results in year 1:

· Over 5,400 Customers registered, now growing at over 750 / month.

· 48% repeat customers.

· 70 Pack Leaders recruited.

· 4 major affiliations including All About Dog Food and Forestry England.

· A 4.9 (Excellent) Trustpilot rating, 95% of reviews of 5 stars.

· Reached our first 1,000 order-month.

Our brand is built on key values of trust, pride, community and joy which runs through everything we do and say.

We continue to receive Trustpilot reviews like this one from Mary in Lowestoft:

"I love this company. Their products are always spot on."

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, forthcoming partnerships with English Heritage and Forestry England are set to give us a potential reach of over a million new customers in 2021.

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, snacks, toys and accessories and target the lifetime spend of the dog owner.

The lifetime spend of each customer is estimated at £18,850.

The key performance indicators for the business are Community size, currently 5,400 and growing at over 750 per month (Nov 2020), Average Order Value (currently £31.02) and Gross Margin (currently 41.53%). AOV grows with repeat purchase customers, Margin grows through economies of scale, purchasing efficiencies own brand product introductions.

Use of proceeds