Establishing a New Business

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MKT301: Principles of Marketing Establishing a New Business 1.The business name will be "Bird Wise" and provides a pet-related service. It will be located in Florida with the plan to expand it to large cities in surrounding states. 2.The mission statement of the company is "To help people improve their relationship with their companion birds by providing the people the skills to reduce unwanted behaviors and increase wanted behaviors in their birds." 3.The general objectives of the business are as follows. First, to establish a network of referrals through vets, pet shops, bird breeders, humane societies, and bird clubs. Second, to set up a web presence using direct promotion and social media. Third, to set a price structure for different services. Fourth, to have five clients by six months. Clients will purchase services for one to three months, depending on their progress and prior relationship with their bird. Five clients should bring in about $4000 a month. 4.I believe that I have the appropriate and uncommon skills to begin and expand this business. Many individuals buy larger birds (parrots, cockatoos, macaws) and then do not have the skills to keep the birds happy, leading the birds to begin to scream and bite (Mischke, 2002, n.p.). This leads people to euthanize or abandon their birds. My aunt is a bird breeder and so I have grown up with birds and understand how to promote behaviors that will allow people to keep and love their birds, thus making the
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