Woof Station : A Business Plan.

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Maranatha Christian University

ABSTRACT

Proyek Akhir ini membahas rancangan bisnis berupa sebuah tempat perawatan khusus untuk anjing. Tempat perawatan anjing ini bernama Woof Station. Tempat perawatan anjing ini terletak di perumahan Batununggal. Alasan saya membuka usaha ini di Batununggal, karena di kompleks tersebut belum terdapat satupun tempat perawatan anjing. Selain itu, berdasarkan pengamatan saya, penghuni kompleks Batununggal banyak yang memelihara anjing sebagai binatang

peliharaannya. Tentu saja, tempat seperti Woof Station dapat menjadi solusi bagi para pemilik anjing yang tidak sempat untuk mengurus anjingnya.

Dalam hal jenis pelayanan, Woof Station menyediakan salon anjing, penitipan anjing, foto anjing dengan kostum – kostum yang menarik, pelatihan anjing, serta tempat bermain bagi sang anjing. Woof Station menyediakan perawatan yang lebih lengkap daripada tempat perawatan anjing lainnya. Hal ini membuat Woof Station menjadi berbeda dengan tempat-tempat perawatan anjing lainnya di Bandung.

Dengan membuka usaha ini, saya yakin Woof Station akan menguntungkan kedua belah pihak, yaitu Woof Station mendapat laba yang banyak dan pihak pemilik anjing merasa puas dengan perawatan yang terbaik bagi binatang peliharaannya.

Berdasarkan analisis finansial, bisnis ini dapat dijalankan dengan modal Rp.178.850.000,00. Modal tersebut dapat kembali dengan

menjalankan Woof Station selama dua tahun dan 0,03 bulan. Selain itu, hasil perhitungan NPV terbukti positif. Sehingga bisnis ini sangat

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EXECUTIVE SUMMARY

Woof Station is a one-stop dog treatment center which provides

services for dogs such as a dog salon, dog shelter, dog photo shot with

unique costumes, dog training and dog playground. Woof Station is

excelling in giving a total care for dogs. Therefore, this business offers a

great opportunity to make a lot of profits because all services that dogs

needs are available in one place.

Woof Station is located at Batununggal Indah II/57, across from St.

Aloysius Batununggal School. Woof Station’s target market is the

residents of Batununggal Residence and the dog lovers around Bandung.

They are both female and male around 23 until 56 years old with the

middle to high economic level. The location supports the business to run

well because Batununggal residents have the dogs as their pets.

Woof Station applies modern technology in washing the dog. Woof

Station trusts Dog House Pet Dryer to groom and dry the dog. According

to WorldPetStore.com, the dryer cuts drying time by up to 75%. The dryer

makes the treatment time in Woof Station become more efficient.

Woof Station’s visions are to reach the maximum level of service quality and to make the dogs’ lovers aware about the importance of

treating the dogs well. On the other hand, its missions are to provide the

newest equipment in treating dogs and to keep the sanitary in Woof

Station.

The financial analysis indicates that this business is feasible with a

start up of 178,850,000 IDR. Payback period of Woof Station is 2 years

and 0.03 month. On top of that, after analyzing the NPV, the result is

positive. Therefore, Woof Station is where today’s smart money is being

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CHAPTER I

THE BACKGROUND

1.1 Background

A dog is the closest companion animal in our lives. According to

Wikipedia (par.1), dogs are taken care by humans as their home guards,

as sleuth hounds, or even as “a family” in their homes. Therefore, after we

get the advantages of the dog in our lives, as human beings, we should

give good treatment for the dog as well.

Considering the importance of treating dogs well, I would like to

open a dog treatment shop called Woof Station which will be located at

Batununggal Indah II/57, across St. Aloysius Batununggal School,

Bandung. This promising business is totally different from other pet shops

in Bandung because it specializes in treating dog only. Woof Station

provides various services such as dog salon, dog shelter, dog photo shot

with a lot of unique costumes, dog training, and dog playground.

Furthermore, I would like to explain more about Woof Station

through SWOT analysis. It consists Woof Station strengths, weaknesses,

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Maranatha Christian University Strengths

Woof Station provides lots of treatment which will be done inside

the building (indoor). The advantages of treating dogs indoors are the

dogs will not get caught in the rain, and it will be easier for the employees

to watch the dogs. In addition, the owners will not be afraid that their dogs

will run away.

Woof Station provides more services than other pet shops in

Bandung. As for Woof Station’s competitors, such as the pet shops in

Ciwalk Mall, Istana Plaza Mall, Paris Van Java Mall, Hyper Point Mall,

Kembar Residence, and Cihampelas Street, they only provide few

treatments for dogs which are not as complete as what Woof Station offers

such as dog photo shoot with unique costumes, dog playground, and dog

hotel. Therefore, this business becomes a great opportunity to make a lot

of profits because Woof Station has many varieties in the treatment for

dogs.

Woof Station has established a procedure for the owners whose

dogs need to be taken care of at Woof Station. The owners have to bring

the dog’s health book or the vaccination letter from the veterinarian. The

procedure is made to prevent the dogs spread the diseases.

Woof Station applies modern technology in washing the dog. Woof

Station uses a Dog House Pet Dryer to groom and dry the dog. According

to WorldPetStore.com, the dryer cuts drying time by up to 75%. The dryer

makes the treatment time in Woof Station becomes more efficient. What is

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dogs, the owner should use a pet dryer to groom and dry the dog, and not

use the hairdryer which is commonly utilized for humans, because using

human’s hairdryer can make the dog’s fur becomes curly.

Woof Station can fulfill the dog’s needs. According to The Dog Book

(2002), the dogs need treatments in order to fulfill their needs. The dogs’

needs are they need to be washed at least once a week to avoid the

disease and they need to be trained in order to discipline them so they will

be well-behaved and obedient. In addition, dogs need to socialize with the

other dogs in order to make them friendlier, and they need to have some

exercise to stay healthy.

From my observation, in the morning, mostly at weekend, a lot of

people take their dogs for a walk; approximately there are 50 dogs in

Batununggal Residence. Therefore, the location is strategic for providing

services for dogs around dogs’ lover residence.

Weaknesses

After knowing the strengths of Woof Station, I would like to analyze

the weaknesses of Woof Station. Woof Station provides treatments for

dogs only. As a result, people who have other kinds of pets, cannot use

Woof Station services.

Opportunities

Referring to its location which will be located at Batununggal Indah

II/57, Bandung, Woof Station has a strategic place in providing the

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addition, there is only one nearest pet shop around Batununggal

Residence. Therefore, Woof Station’s location is easy to reach for the

owners who live around Batununggal area.

Threat

For the threat, Woof Station is a new shop in treating dogs in

Bandung. Therefore, at first Woof Station does not get any conviction from

the owners who have not used the services yet.

In order to implement this business, it is quite hard to find the

workers who love treating dogs because Muslims are forbidden to touch

and to be licked by the dogs. As a result, some Muslims do not want to

work in treating dogs.

1.3 Vision and Mission

The visions of Woof Station are to reach the maximum level of

service quality and to make the dogs’ lovers aware about the importance

of treating the dogs well. On the other hand, its missions are to provide the

safest equipment in treating dogs and to keep the cleanliness in Woof

Station.

1.4 Goal and Objectives

For the short term, Woof Station will enlarge the place, will hire

more employees and will upgrade the services with the latest equipment.

Also, Woof Station will make some dog contests (e.g. dog’s fashion show,

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For the long term, Woof Station will open branches in Bandung and

other cities (e.g. Jakarta and Surabaya), and provide more facilities (open

a 24-hour dog clinic and WiFi). Woof Station will offer various treatments

for other animals (e.g. cat, horse, and rabbit), provide a Woof car service

(dog service on the spot), and provide pet-furniture and accessories for

dogs.

1.5 Meaning of Logo

For the logo and the brand name of Woof Station, I choose several

colors such as blue, green, yellow, red, orange, purple, black, white and

brown colors. According to Color Wheel Pro (par.2), blue represents

loyalty, expertise, and trust. Meanwhile, red is associated with love,

stability, and desire. Yellow suggests joy, happiness, and energy. Orange

combines the energy of red and the happiness of yellow. Moreover, green

symbolizes freshness, safety and harmony. Purple combines the stability

of blue and the energy of red. Brown suggests stability,friendliness, and

honesty. Black is associated with power, elegance, and mystery. White is

considered to be the color of perfection, and it is associated with light,

goodness, innocence, purity, and virginity.

For Woof Station, the meaning of the colors is that Woof Station will

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Besides, Woof Station’s desire is treating the dogs with love, joy and

enthusiasm each day. Woof Station uses the safest equipment in treating

the dogs, therefore the dogs will look fresh after taking the services at

Woof Station. Next, Woof Station has employees who are honest and

friendly. Also, the employees have a lot of energy to treat the dogs well

everyday. For the logo, the paw, it means that Woof Station is only treating

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BIBLIOGRAPHY

Printed Sources

“The Dog Book” PT. TriExs Trimacindo: Jakarta Barat, 2002

Electronic Sources

Anjingkita. Comment. 19 June 2008

<http://www.anjingkita.com/wmncomments.php?ArtID=642&pos=12>

“Article: Dog.” Wikipedia.org. Article. 3 Oct. 2008

<http://en.wikipedia.org/wiki/Dog>

BoosterBath WorldPetStore. DogGrooming. 19 June 2008

<http://www.worldpetstore.com/doghopetdr.html>

ColorWheelPro. ColorMeaning. 23 Dec 2008