DRAFTING THE PRODUCT/SERVICE SECTION The product/service section is one of the most important parts of your business plan. It’s your chance to…


The problem is that home owners may have a dog or cat that is sick or needs a vaccination.  The homeowner may not have time to take the animal to a veterinarian.  My business, Pet Wheels, will come to the homeowner.  The targeted market will be upper income per owners in Fairfield County, especially those who are too busy to make time to take their animals to a veterinarian.

Currently, there are several companies that sell pet insurance, but there is no veterinary service that will come to the homeowner to service a dog or cat.  In the case of an emergency, 24-hour service will be available.   The cost to the home owner will be reasonable if the homeowner purchased a pet insurance policy in advance.

My team will consist of myself setting up the business as an LLC, and performing marketing functions, including selling pet insurance.  The other team members will be four veterinarians who will share the duty of being “on call.”

The set-up costs will be rather substantial, including renting an office, buying equipment, paying salaries, printing promotional materials, buying two vehicles, and paying taxes.  I estimate it will take about $500,000 to cover first-year expenses offset by income received from selling pet insurance policies.  The homeowners will have an incentive to buy the policies, knowing they are getting 24-hour service if necessary.  My goal is to breakeven by the end of the second year.

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