Title Page: Entrepreneurship and Management Skills

Topic: Business Plan for Mobile Pets Grooming in Malaysia (Groom Ride)

Name: Liew Shen Shen

Date: 14 September 2013

1
 Table of Contents:

Pages:

1. Chapter 1 - List of figure 3

2. Chapter 2 – Executive summary 4-6
3. Chapter 3 – Introduction 7 - 10
4. Chapter 4- Business Model Analysis
4.1 Business Environment Analysis (PESTEL) 11 - 13
4.2 Pets Industry background (PORTER) 13 - 15
4.3 Market Analysis 15 - 16
4.4 Environment Analysis (SWOT) 17 - 18
5. Chapter 5 – Risk Analysis and Operation Plan 19 - 20
6. Chapter 6 - Financial Plan and Total Resources (18 months) 21 - 23
7. Chapter 7 – New Venture depend upon defined critical factors 24 - 25
for success
8. Chapter 8 – Return on Investment 25 - 26
9. Reference list 27 - 30
Appendix

2
Chapter 1

List of Table/Figure:

Table 1: Survey of Pet Owner (American Animal Hospital Association, 2004)

Figure 2: PESTEL analysis (Elli St.George, 2009)

Figure 3: Porter’s 5 Forces that figure Industry Competition (Michael E. Porter, 2008)

Table 4: Groom Ride weekly cost / revenue summary

Table 5: Table 5: Pet grooming trailer price (www.wagntail.com)

3
Chapter 2 – Executive Summary

According to New Market Report - Pet Care in Malaysia, there are more Malaysian
treat their pets as a family member. The bonding between owner and pets are very strong and
this has increased the market of pet care in Malaysia. There are about 600 of Pet Grooming
and Veterinary Centres throughout Malaysia (Appendix 1). Pet owners nowadays appear and
willing to be spending more on pets compared to five years ago (Channel NewsAsia, 2012).
However, many pet owners do not bring their pets for a proper grooming because of lack of
time, traffic jam, anxiety of the separation, difficulties to bring along the pets and etc. This is
the right timing to start a new venture of the first mobile pet grooming in Malaysia.

Groom Ride is a new business concept in Malaysia with the strong commitment of
offering a convenient, reliable and efficient mobile pet grooming to pet owners. For customer
convenience, Groom Ride provides a complete gentle one on one grooming experience to all
pets in a stress free environment at customer doorstep. It is important to educate the
communities on the benefits of pets grooming to maintain pet’s cleanliness and healthy life.

4
Mission

Today's environment presents many pets grooming choices for pet owner. Groom
Ride attempts to be the best choice for the customers. Providing excellent grooming service
in clean and comfortable environment at customer doorstep with value added price is our
hallmark. At Groom Ride, customer can eliminate pick-up and delivery time and we will do
the best to accommodate customer schedule. We views pets as member of the family and
therefore, a professional mobile pets grooming is providing each customer with value and
satisfaction. We will control significant market share in Klang Valley which is the hub of
Malaysia and increase revenues as we expand and grow.

Keys to Success

The key to success at Groom Ride includes the commitment to quality service and
customer satisfaction. The keys of success in our business are:

1) Superior customer service – We provide unique, professional care and grooming

to your pets without caging your pets. Just make a reservation on call or website.
2) Convenience - We come at your doorstep to groom your pets and required nothing
from owner.
3) We are in the business for the right reason - We truly animal lovers!

Objectives

Groom Ride is a new and starting up business aimed at bringing a great experience to
every pet owner when they see their pets being groomed nicely at their door step. The
objective manifests itself as below:

1. To launch the business and develop the sales to breakeven in first two years and
increase sales by 20% per year.
2. Be recognized as the first and top mobile pets grooming in Malaysia.
3. Expansion the business to more mobile vehicles/trailers and cover wider areas
throughout Malaysia.

To achieve the objectives, Groom Ride is seeking a short-term commercial investment.

In the beginning, Groom Ride is forecasting to grow at a rapid pace and will expect rapid

5
increased in during holiday seasons. Compare to conventional pet shop, mobile pet grooming
service required minimum cost with no inventory with vehicle (pet grooming trailer) is a
tangible asset in this business. The founder of Groom Ride is a part-time groomer in
conventional pet shop and she has at least five years experiences in pets grooming from cats
to dogs. There are no financial outlay is required for pets grooming service. As this is a
mobile business, overhead is low and a grooming assistant is needed. This is a very potential
service provider where the care of pets is developing aggressively in Malaysia as more pet
owners are more educated about pet care (Pet Products in Malaysia, 2012).

6
Chapter 3 – Introduction

According to Pet Products in Malaysia, 2012, pets industry in Malaysia is growing

aggressively especially in pet grooming business as well as pet hotel and other pet-related
activities. Compare to other Asia country as Japan and Taiwan, there is very high awareness
of pet grooming and pet wellbeing. There are nearly not much similar trends evident in
Malaysia but there was a growth well-known in pet grooming business. The pet services
market is increasing as people committed to their pets and treat pets as their family member.
These are the largest consumers of pet services. The American Animal Hospital Association,
2004 had done survey on the strong attachment of owner and pets and many of them are
treating their pets as children.

In Malaysia, the market for expanded pet services is growing as the bonding between
pets and owner continues to deepen. PetsMore is a new Pets Concept Store and capital
investment started since 1988. PetsMore currently is the Market leaders and also the biggest
pet retail-chain store with 21 branches in Malaysia (Business Directory, 2013). This had
shown that pets industries in Malaysia is growing rapidly and more competitors are coming

7
into pets market example Pets Lover Centre, the largest pet chain store from Singapore to
Malaysia (Pets Lover Center, 2013). According to BusinessWeek 2007, pet services are one
of the fastest growing segments in pet industry from 8 to 12% per year.

Pet owners reported that they:

 Give their pet a Christmas or Hanukkah present (100%)

 Consider their pet to have human-like personality traits (94%)
 Would be likely to risk their own life for their pet (93%)
 Provide daily exercise for their pet (80%)
 Include their pet in holiday celebrations (86%)
 Take their pet with them on vacations (67%)
 Sing or dance for a pet (65%)
 Celebrate a pet’s birthday (63%)
 Take time off from work to care for a sick pet (53%)
 Spend more on their pet now than three years ago (53%)
 Prepare special meals for a pet (52%)
 Bring home vacation souvenirs for a pet (44%)
 Take their pet to work (44%)
 Display a pet’s photograph at work (43%)
 Would select a dog over a human as their sole companion on a desert island (40%)

Table 1: Survey of Pet Owner (American Animal Hospital Association, 2004)

Groom Ride will be the first mobile pet grooming business in Malaysia and it will
start in the hub of Malaysia, Kuala Lumpur. This is a great opportunities to provide
professional mobile pets grooming service to customers that is not convenience to bring their
pets to pet shop for routine grooming. Groom Ride is greatly different from other pet shops as
we provide professional pets grooming on special van trailer (Appendix 2) at customer door
steps at customer preferred time without using customer facilities. Besides, Groom Ride is
equipped with the latest business technology telephone, online booking system and emails to
keep contact and records of pet data base.

Pets grooming is one of the basic needs and important issue for a pet owner (Jenna
Stregowski, 2013). Groom Ride was planned to be a full-time new business venture designed
to meet the needs of current pets market. Groom Ride is providing service to pet owner who
is lack of mobility or do not wish their pets stay all day long in cage in pet shop. Groom Ride
has a professional groomer and assistant with at least 5 years experiences in pets grooming
and this will provide same groomer for every section. A part time groomer may needed
during peak seasons like weekend and holidays. There are few packages to offer from
standard bath to full groom service for dogs and cats. Pets owner can even personalize the

8
grooming service by selecting an Add-On Package, medicated products or an individual nails,
paws, de-ticks, de-matting and ears service (Appendix 3).

Mobile pets grooming service needs minimum capital investment with no inventory.
Besides the service that Groom Ride can offer to customer, the most important assets are the
vehicle. Groom Ride is going to purchase a professional trailer from Wag'n Tails Mobile Pet
Grooming Conversions, Inc, US at basic price of $32,180.00 that includes the entire standard
features example like bathing, power supply, plumbing, lighting and etc. (Wag'n Tails, 2013).
There is no commercial shop needed and this vehicle is a tangible asset in Groom Ride’s
business. Besides, Wag’n Tail is provides marketing specialist that can help to design a
colourful signage. Groom Ride will become a traveling billboard on wheels with low
advertising cost!

Groom Ride needs funding from potential investment and the intention of the founder
is to keep the overhead to a minimum until the business is extending. With more than 5 years
of actual grooming experience, current customer data base and aggressive marketing plan,
Groom Ride is expecting to grow and develop a sustainable business with its own cash flow

9
in second year. To eliminate the competitors, a strong brand name on mobile grooming and
customer service oriented profession in pets grooming is needed. The business hours for
normal pet shops are from 10am to 8pm. For Groom Ride, customers do not need to rush to
pets shop as we groom in front of your house. There are many Pet Grooming Schools
available in Malaysia (Petster, 2012) that trained and educated numbers of professional
groomer. Groom Ride can approach these schools and hire graduate groomers during peak
season and weekends.

Chapter 4 – Business Model to show commercial value will be created (1600 workds)

4.1 Business Environment Analysis (PESTEL)

10
 One of the greatest challenges to a success business is the external environment over a
company (Billie N, 2013). To address these challenges, Groom Ride had done an
environmental analysis as one of the business model using PESTEL framework (Figure 2).
The focuses are on external environment factors that may help to build a vision of Groom
Ride toward the future.

In PESTLE analysis, there are political, economic, social, technological,

environmental and legal. In review of these factors, not every factor will give an impact in
pets grooming service. Political and legal factors can be assessing together in pets industry.
Political and legal factors include safety regulations, employment laws, trade policies,
industry-specific regulations, infrastructure regulation and political stability (Elli St.George,
2009). To start up a mobile pets grooming business in Malaysia, Groom Ride needs to
register the business at The Companies Commission of Malaysia (SSM) and get a licence at
local district for vehicle involve in business (Garam Kasar, 2011).

11
 Figure 2: PESTEL analysis (PESTLE Analysis, 2010)

Economic factors include economic growth, taxation, exchange rates and inflation (Elli
St.George, 2009). Groom Ride is a service based business and exchange rates is not really an
issue. According to Mann Paul, 2008, during recession time, about 92% of pet owners spent
the same or more on their pets. There is no direct impact on pets grooming industry in
economy factors and pets owner who is willing to send the pets for grooming. Technology
factor is about how quickly technology will change and increase the efficiency of workload
(PEST Analysis, 2010). Groom Ride is using webpage and mobile phone for service booking.
Social media example like Facebook is a must for today business as there is billion of users
are using it (Facebook for Business, 2013).

For social and environment factor, it is about demographic, lifestyle changes, fashion,
educations, environment friendly products and etc. For pets grooming business, this is the
main factor of PESTEL analysis that needs to keep track. In Malaysia, congestion happens in
prime locations such as Kuala Lumpur city, Puchong and Petaling Jaya due to development
(Lam JW, Wong MK and Haziq H, 2012). Groom Ride is a just an exact pets grooming
provider where professional pets grooming can be done just in front of their house. Pet
owners can eliminate traffic jam to send their pets for grooming. Compared to few years ago,
the care of pets is rising aggressively and the pet owners are more educated about pet care.
Customers are willing to pay more for the professional grooming and premier pet products
too. Go Green ideas are gradually moves to pet products, more pet products are environment
friendly and Groom Ride is going to use detergent and pesticides-free grooming products (Go
Green: Eco-Friendly Pet Options, 2007). The higher rates of pet ownerships especially of
dogs and cats had increases the position for pet industry in Malaysia (Pet Products in
Malaysia, 2012). According to Pet Products in Malaysia, 2012, pet products is projected to

12
growth at a CAGR of 1% and this is mainly because of pet owners are expected to improve
awareness of pet grooming and pet wellbeing. According to Palmer, J,1998, there is research
proves that own a pet is benefiting people’s health. The society is getting more accepted of
having a pet by better education and exposure.

4.2 Pets Industry background (PORTER)

Another important business model that need to access is the industry background in
order to create a viable commercial value. According to Michael E. Porter, an industry is
influent by Porter’s five forces and this is a powerful tool for accessing the potential and
productivity of an industry (Porter’s Generic Strategies, 2010). All five forces define an
industry’s structure and results the extended rivalry (Figure 2).

Figure 3: Porter’s 5 Forces that figure Industry Competition (Michael E. Porter, 2008)

13
 By using PORTER analysis tools, Groom Ride is taking fair advantage of the
situation strength to improve weakness (James M. & Amy C, 2013). In mobile pet grooming
industry, threat of new entry and competitive rivalry are the weakness of Groom Ride
business. Pets grooming is a service business that do not require inventory and high cost.
Many professional groomers are available as this is no technology or special skills protected
in this area (Petster, 2012). These groomers may become freelance mobile pet groomers that
go to pet owner’s house for grooming by using owner facilities. The service charges will be
more competitive that Groom Ride. If there is a significant value created, many competitors
may come in and weaken Groom Ride position. Groom Ride is going to focus on branding
where Groom Ride is the first mobile pets grooming in Malaysia. This statement is able to
become a unique marketing technique for Groom Ride to move forward.

For Groom Rider, there is few factors influence in competitive rivalry forces as well
as Buyer powers. According to New Market Report - Pet Care in Malaysia, Malaysian is
treating their pets as a family member and the bonding between owner and pets are very
strong thus increased the market of pet care in Malaysia. Groom Ride is the first mobile pets
grooming with a special design trailer in Malaysia. We are easily gain customer’s loyalty as

14
we are grooming their pets in their door step. Pet owners will not feel anxious to leave their
pets in conventional pet shop for few hours even whole day. Their pets will be caged while
waiting for their owners. Buyer powers are increasing and Groom Ride is expected more
business can take over from conventional pet shops for grooming service. There are not many
difficulties in supplier factors and Groom Ride is a service based business. The supplier will
be the consumable items example shampoos, towels and medication for pets. Many pets
product supplier are available in Malaysia and the trends are going to be very positive (New
Market Report, 2012). Groom Ride has the ability to make a sustained profit in the Pets
Grooming industry by assessing via PORTEL’s Five Forces.

4.3 Market Analysis

The target market of Groom Ride is all the pet owners in Klang Valley, Malaysia. We
believe there is about 1/6 of the population owned at least one pet. The Klang Valley
Population Forecast in year 2013 is 6.9 million and the numbers are increasing (Horlic Lim,
2010). As the population increase, the housing estate and property is developing. The starting

15
area that Groom Ride is going to cover is Petaling Jaya, Subang, Puchong and Kuala Lumpur
City (Appendix 4). One of the Groom Ride’s target markets is in housing estate from this
area, as the business going on; we are planning to make a weekly schedule to go to each area
at a fix day. Most of the dogs or cats owners have financial capabilities to take good care of
them. Groom Ride is highlighting on the convenience of mobile grooming with eco-friendly
products and professional grooming service.

Besides, many of pets owner do not know the important of pets grooming. When we are
having grooming section in certain area, we will provide the information about the benefits
and important of pets grooming to the neighbourhood. This group of pet owners will be our
potential customer and we believe that this will gradually create a market need of pet
grooming. To keep the pets healthy and clean, pets grooming includes mails cutting, cleaning
ears and eyes, trim the fur, bath and clean anal gland are needed regularly (The Importance of
Grooming Your Pet, 2011). There is a segment of market consisting of old or busy pet
owners. They are unable or busy to bring the pets for proper grooming. This is a potential
target market as we are providing mobile pets grooming at their door step. We are
considering giving a special price for the senior citizen who is keeping a pet as their
companion. There are also customers that own more than 3 pets in a house. Our service
definitely suits their needs to eliminate the trouble to send all their pets to pet shop.

Pet market trend and growth becoming a more solid revenue maker as there are many
pet outlets all over Malaysia (Appendix 1). According to The Star archive, 2007, there is the
first pet cemetery in Nirvana Memorial Park, Semenyih, with 20,000 square feet. They
provide service in special made-coffin and pets buried with tombstone created (Appendix 5).
This showing that market trend now is towards spending more money on a pet every passing
year.

According to Kourdi J, SWOT analysis is used to identify internal strength and

weaknesses, and external opportunities, threats. It is very useful in providing information and
resources of entire environment for planning a business model. Groom Ride is using SWOT
four factors to find out the right balance of build-up strength and eliminate weaknesses.
Besides, this is important to identify opportunities and monitor threats closely.

4.4 Environment Analysis (SWOT)

16
 In external mobile pets’ business environment analysis, there are many opportunities
for Groom Ride. According to New Market Report - Pet Care in Malaysia, pet markets in
Malaysia is expanding. There is high demand for pet grooming and this is a good opportunity
for Groom Ride provides different service where pets grooming can be done in front of
customer place. Once the branding of Groom Ride had grown up, there are many side
businesses that can expand example selling pets products. Mobile pet grooming is giving a
great opportunity to expand wider. If the business is performed to be success, this could allow
Groom Ride to have a permanent shop and expand to pet day care and pet hotel service.
Business value will be double up with the expanding of Groom Rider. An obvious threat for
Groom Ride is new competitors in pet grooming markets. The grooming price and package
offer by freelance mobile pets grooming that do not have vehicle are definitely cheaper than
Groom Rider. Groom Ride’s plan is to emphasize on the quality and professional service with
the special equipped trailer. Customer’s desire is one of the possible threats to Groom Ride.
One of the potential markets is busy pet owners, they may have kids, bills and expenses, they
may outweigh for pet grooming. Groom Ride need to ensure the market views of pet
grooming services are necessary.

17
 Groom Ride is the first mobile pets grooming in Malaysia. The slogan of Groom Ride
is pampered your furkids at your doorstep. The strength of the business is providing
convenience to customer via mobile and online booking; this can save a lot of customer time.
Groom Ride has experience groomer and provides variety grooming package (Appendix 6).
Besides, Groom Ride is using eco-friendly products and this is one of the selling points that
we are concern about our environment. Groom Ride’s internal weakness is they are new in
the market and it will be a difficulties in generate sales. A well-planned marketing plan is
very important to start up the new business. Again with the variety grooming package and
promotion, Groom Ride is well ready to enter pet market. Mobile pet grooming may be a
weakness to Groom Ride as there is no permanent store and customer cannot see the shop
every day. Car maintenance, petrol, registration will create some cost to Groom Ride. Strong
confidence and relationship between customers need to be creating to sustain the business.
Customer need to be home to pay or wait for the grooming section, this may be a weakness of
mobile pet grooming. Groom Ride can overcome this problem by building reliable
relationship and access to customer garden or backyard for grooming without the attendance
of the owner. Business value will be created with the reliable and confident build by Groom
Ride with customer.

Chapter 5 – Risk Analysis and Operations Plan

18
 There are currently many pet shops in Klang Valley with grooming service. The main
players will be PetsMore and Pet Lover Centre (Appendix 1). Due the convenience and
strategy offered by Groom Ride, they may follow the trend and setting up their mobile
business as well. They have strong brand name and background that definitely will win the
market share. Groom Ride is going to develop a positioning strategy in the very beginning
stage. According to Brooksbank R, 1994, position strategy is to choose a target market to
serve and how we want customer to perceive our service. Groom Ride is position by itself as
the first mobile pet grooming business in Malaysia. This is different from other competitor as
Groom Ride is very focus and specialist in mobile service without taking care of any
permanent shops. Groom Ride has a unique brand name, logo and special trailer design for
pets. Marketing as one of the operation plan is very important to set an image to customer
that Groom Ride is specialist in mobile pet grooming. Pre-launch promotion campaign will
be carry out by create brochure an flyer will all the information and distribute to local vets
centers, popular shopping malls and guard house in front of housing estate. Groom Ride will
decorate the trailer with logo, slogan and information. As the trailer move around, people will
see this and this is transit advertising without additional cost. Besides, there are few yearly
pet exhibition and shows in Malaysia and one of them is Pets World Malaysia which had

19
successfully attracted 31,000 visitors in 3 days event (Fair and Event Malaysia, 2013). Groom
Ride is planning to participate in this event to gain more exposure. Other promotion example
package discount, customer referral, loyalty card will be carry out once the business is going
on (Appendix 6).

Another risk may be is the business license and the government rules. In Malaysia,
Groom Ride is the first mobile pet grooming business and there is no other reference.
Business registration for pet shop is not an issue; the risk for Groom Ride is mobility. There
is mobile business permits that need to apply in local district (Garam Kasar, 2011). Different
district will have different rules and regulations to be follow. Groom Ride need to check the
updated regulations and renew the business permit punctually to reduce the risk of being
taking off the business.

Chapter 6 - Financial Plan and Total Resources (18 months)

20
 Groom Ride is not a convention pet grooming service that needs a property to run the
business. The fixed cost for Groom Ride will be license registration, wages, insurance and
some inventory on the consumable cleaning products for pets. There are operation cost like
petrol, fees to maintain tools, advertisement, promotion material and some market research.
The upfront cost that Groom Ride needed mostly from investor is for vehicle with special
pets grooming trailer. There are also cost for grooming equipment, pre-launched promotion
on printing flyers and etc. The source of revenue of Groom Ride is from grooming service
and additional services example: fleas checking, teeth cleaning and etc. Groom Ride will be a
small business as starting point and require minimum debt at the beginning. As the business
go on, this will give a fast break-even point and increased profit margin.
The initial cost for Groom Ride is the cost of purchase a pet grooming trailer from US.
Table 4 is the cost in USD for the trailer and the estimated shipping cost from US to Malaysia
is about USD 3,400.00 (Appendix 7). This is the intangible asset for Groom Ride.

Decription: USD
Forest River Trailer(Empty) $8,900.00

21
 Standard Grooming Conversion w/ 7000 Onan
$23,280.00
Commercial Generator
Our in-house marketing specialist will help you from start
to finish with colorful signage. Your unit will become a $1,400.00
traveling billboard on wheels!

Total Base Price $33,580.00

Table 4: Pet grooming trailer price (www.wagntail.com)

According to current Forex rates (Maybank, 2013), USD convert to RM is RM3.33

for USD1. Groom Ride need about RM 112,160.00 to start up the business. There is initial
cost for products, grooming equipment and marketing especially on brochure, leaflet
promotion are needed too. Business registration and license are cost too. In total, Groom Ride
needs RM 150,000.00 for starting up mobile pet grooming business. Groom Ride is
calculated the revenue and cost weekly base on assumption (table 5). Groom Ride needs a

22
grooming assistant with the founder of Groom Wide, the wages per week is about RM1, 200.
This is a new fast growing service in the market and the opportunities to expand the business
are endless. The revenue per week is RM 1,450 and per year is RM 78,300 and Groom Ride
can have break-even figure less than 2 years. Groom Ride founder currently had a van that
can be used to pull the trailer. Groom Ride is able to sustain at least 18 months with the
current developing of pets industries and well planning. Groom Ride needs RM150, 000 from
investor and there will be a big reward after 2 years times.

Groom Ride weekly cost / revenue summary

Revenue/Cost Amount (RM)

Weekly turnover 2,800.00
Weekly petrol 100.00
Weekly marketing cost 50.00
Weekly wages 1,200.00

Groom Ride weekly cost /

revenue summary)
3,000.00
2,500.00
2,000.00
1,500.00
1,000.00 Amount (RM)
500.00
-
Weekly Weekly Weekly Weekly
turnover petrol marketing wages
cost

Table 5: Groom Ride weekly cost / revenue summary

Chapter 7 – New Venture depend upon defined critical factors for success

23
 There are many new ideas and changes in pet industry for example pet insurance in
Malaysia. Pet insurance was introduced in year 2010 under Kurnia pet care insurance
(Winnie Yeoh, 2010). The idea was from advance country like US and UK and now the pet
insurance business is successful launched and they had created awareness of pets care in
Malaysia. Groom Ride is the new venture in pet grooming. To sustain the business, Groom
Ride must commit to the responsibility that providing the convenience and professional
service to customer.
One of the main issues is on time arrival. An accurate time table must be created and
Groom Ride is using the latest technology of fastest-growing traffic navigator, WAZE
Application, to reduce the time on traffic jam and looking for direction (Waze mobile, 2013).
Groom Ride currently have two members, every task have to be assigned correctly to move
forward. Groom Ride is going to focus on sharing ideas and identify the strength of each
other to in-charge of different area. For grooming and trailer, founder of Groom Ride will be
the person-in-charge. Promotion, appointment management and finance will in-charge by her
partner who station at home. Groom Ride needs another grooming assistant and we target on
young and passionate new groomer. Mobile pet grooming will be successful because it is

24
simple, easy and there is high demand in the market. A high standard of professional
grooming skill is needed to be upgrade timely to retain and attract customers.

Chapter 8 – Return on Investment

As discussed in financial forecast in Chapter 7, Groom Ride need only 2 years to

break-even and increase margin. Groom Ride has an experience groomer and new pet mobile
trailer, pet owner need not worry that pets will be cage in pet shop as Groom Ride come to
them. This is definitely a value added to the pet owner that always sends the pets for
grooming. Besides, with low investment as that is no rent or property fees apply for Groom
Ride. Groom Ride does not need to have risk that the rental will be increase. New concept of
business is not easy and customer may not feel comfortable (The Mobile Pooch Pamperers,
2013). Groom Ride need to ensure that we are reliable, trustworthy and professional to
overcome this issue. A proper upgrade of skill and information are one of Groom Ride’s
strengths by attending appropriate courses.

25
 Groom Ride may have an idea of doing part time volunteer to offer donation of part of
the profit to local animal care center like: Paws Animal Welfare Society, Malaysia dog
deserve better (MDDB), etc to induce customer into our business. Groom Ride believes that
this is an effective way to build strong reputation between customer and this is part of our
vision that we are animal lovers. Groom Ride has lots of potential for further expansion due
to the increasing of strong bonding between owner and pets in Malaysia (New Market Report
- Pet Care, 2012).

Return in investment is Nett profit after tax divide by total asset. In first two years of
Groom Ride business, we are assuming that the grooming business is able to sustain and
breaking even. As the business grows up, the return of investment will increase tremendously
as the value of asset will be depreciated and Groom Ride does not have many assets accept
for the trailer. The business will operate within Klang Valley, Groom Rider believes this
business will be popular and later can expand to more trailer and cover a larger area of
Malaysia. Thus, the well business plan with confidence of the founder will carry out the
business successfully.

26
 9. Reference list

2004 Pet Owner Survey, 2004, American Animal Hospital Association [online] Available at:
<http://www.zoomroomonline.com/pet-services.html> [Accessed 08 September 2013]

Billie Nordmeyer, 2013, What is an Environmental Analysis for a Business, 2013

azcentral.com [online] Available at: <http://yourbusiness.azcentral.com/environmental-
analysis-business-1017.html> [Accessed 09 September 2013]

Brooksbank R, 1994, The anatomy of marketing positioning strategy, MCB University

Press Limited, Emerald Group Publishing UK, 12 (4), pg: 10.

Business Directory, Petsmore, EverydayOnSales.com 2013, [online] Available at:

<http://www.everydayonsales.com/business-directory/38923/petsmore> [Accessed 08
September 2013]

Channel NewsAsia, 2012, People Spending More Money on Pets, [online] Available at:
<http:// http://news.xin.msn.com/en/singapore/people-spending-more-money-on-pets>
[Accessed 08 September 2013]

Coming up – Largest Pet Cemetery, 2007, Archive, Star Publications (M) Bhd, 9 August
2007.

Elli St.George, 2009, PESTEL Analysis- Snapshot of Your World, Business Leadership,
Strategic Thinking, [online] Available at: <http://www.abilitysuccessgrowth.com/2011/12/
pestel-analysis-snapshot-of-your-world-2> [Accessed 08 September 2013]

Fair and Event Malaysia, 2013, [online] Available at: http://www.femsb.com/ [Accessed 13
September 2013]

Facebook for Business, 2013, Facebook US [online] Available at: <www.facebook.com

/business> [Accessed 08 September 2013]

27
Forex Counter Rates, 2013, Maybank 14 Sep 2013 [online] Available at: <
http://www.maybank2u.com.my/mbb_info/m2u/public/forexExchangeRates.>

Garam Kasar, 2011, Business Licenses, Restaurant in Malaysia, [blog] 21 March 2011,
Available at: < http://restaurant-of-malaysia.blogspot.com/2011/03/business-licenses.html>
[08 September 2013]

Go Green: Eco-Friendly Pet Options, 2007, ABC News Network, June 20, 2007, US
[online] Available at: < http://abcnews.go.com/GMA/NewYearNewYou/story?id=
3294391&page> [Accessed 10 September 2013]

Herbert S, Daniel J and Barry R, 2007, Developing A Strategic Profile: The Pre-Planning
Phase of Strategic Management, VOL 8 NO.3 Business Strategy Series, Emerald Group
Publishing Ltd, Bradford, GBR.

Jenna Stregowski, 2013, Top Five Dog Grooming Basics, About.com [online] Available at:
<http://dogs.about.com/od/grooming/tp/5-Basics-of-Dog-Grooming.htm> [Accessed 08
September 2013]

Kourdi, Jeremy, 2003, Business Strategy: A Guide to Effective Decision Making,

Bloomberg Press, NJ, US, pg: 94

Lam JW, Wong MK and Haziq H, 2012, City&Country: Cover Story-- Alleviating traffic
congestion, The Edge Malaysia, Issue 924, Aug 2012

Mann Paul, 2008, How the Rich Pamper Their Pets, Forbes Magazine. 15th Jan 2008

Michael E. Porter, 2008, The Five Competitive Forces That Shape Strategy, Harvard
Business Review.

New Market Report: Pet Care in Malaysia, 2012, Euromonitor International, Abstract only
[online] Available at: <http://www.fastmr.com/prod/511450_pet_care_in_malaysia.
aspx?afid=101> [Accessed 07 September 2013]

28
Palmer, J,1998, Pampering Pets Becomes Big Business, Business Record - Des Moines IA,
pg: 17.

Pet Economy: Pet Owners Spend to Spoil Their Pets, 2007, BusinessWeek TV, 21st Dec
2007, Bloomberg L.P., NY, US.

Winnie Yeoh, 2010, Pet insurance arrives in Malaysia, 2010, Archive, Star Publications
(M) Bhd, 4 June 2010.

Pet Products in Malaysia, 2012, Euromonitor International, Abstract only [online]

Available at: < http:// www.euromonitor.com/pet-products-in-malaysia/report> [Accessed 08
September 2013]

Pets Lover Center, 2013, Corporate Profile [online] Available at: < http://www.petlover
scentre.com/about.php > [Accessed 08 September 2013]

Petster Magazine, 2012, July 2012 Issue 50, WTPR Network Sdn Bhd, KL, Malaysia, pg:
4,5

PEST Analysis, 2010, Internet Center of Management and Business Admin [online]
available at < http://www.quickmba.com/strategy/pest/> [Accessed 09 September 2013]

PESTLE Analysis, 2010, Resource Summary, CIPD UK [online] Available at: < http://
www.cipd.co.uk/hr-resources/factsheets/pestle-analysis.aspx> [Accessed 08 September 2013]

Porter’s Generic Strategies, 2010, Internet Center of Management and Business

Administration [online] available at < http://www.quickmba.com/strategy/swot/> [Accessed
10 September 2013]

Horlic Lim, 2010, Population Growth Rate in Klang Valley Malaysia Year 2010 and
2020, 2010, [blog] available at at http://www.horlic.com/population-growth-rate-in-klang-
valley-malaysia-year-2010-2020/#sthash.Ms5EGX6b.dpuf [Accessed 11 September 2013]

29
James M. & Amy C, 2013, Porter’s Five Forces - Assessing the Balance of Power in a
Business Situation, Mind Tools Ltd, [online] Available at: < http://www.mindtools.com/
pages/article /newTMC_08.htm#sthash.kyeLFSCj > [Accessed 10 September 2013]

The Importance of Grooming Your Pet, 2011, Vetstreet, US, [online] Available at: <
http://www.vetstreet.com/learn/the-importance-of-grooming-your-pet> [Accessed 11
September 2013]

The Mobile Pooch Pamperers, 2013, Australia, [online] Available at:

<http://mobilepoochpamperers.weebly.com/index.html>

Wag'n Tails Mobile Pet Grooming Conversions, 2013, Wag’n Tails Trailer, [online]
Available at: < http://www.wagntails.com/index.htm > [Accessed 08 September 2013]

Waze Mobile, 2013, [online] Available at: <www.waze.com>

Appendix:

30
Appendix 1: Pet Outlets Listing, 1:4 (Petster Magazine, July 2012)

Pet Outlets Listing 2:4 (Petster Magazine, July 2012)

31
Pet Outlets Listing 3:4 (Petster Magazine, July 2012)

32
Pet Outlets Listing 4:4 (Petster Magazine, July 2012)

33
Appendix 2: Professional trailer from Wag'n Tails Mobile Pet Grooming Conversions, Inc.
(Wag'n Tails, 2013)

34
Appendix 3: Pets grooming rate of Groom Ride.

Appendix 4: Map showing the principal cities in Klang Valley within the borders of state of
Selangor and Federal Territory of Kuala Lumpur (http://www.countrywide.com.my/map_
klangvalley, 2013)

35
Appendix 5: Pet Memorial Garden (http://www.nvasia.com.my/products/pet/)

Appendix 6: Variety promotion package from Groom Ride

36
Appendix 6: Cost of pet grooming trailer in USD ((Wag'n Tails, 2013)

37
Appendix 7: Estimated shipping cost for pet grooming trailer (https://www.freight-
calculator.com)

38