Management class project of a start up business of our choosing. FLC AKA Four Legs Care

1. Business Plan
Stephanie Fuentes; Crystal M. Mullen; James Wolaver
5/27/2010

2. 2
Table of Contents
1. Business Name....................................................................................................................................................3
2. Logo...................................................................................................................................................................3
3. Motto.................................................................................................................................................................3
4. Company Description ..........................................................................................................................................3
4-A. Mission........................................................................................................................................................4
4-B. Need ...........................................................................................................................................................4
4-C. Solution to the need:....................................................................................................................................4
4-D. Keys to Success............................................................................................................................................4
5. Company Ownership...........................................................................................................................................4
5-A. Personnel Plan.............................................................................................................................................5
5-A1: Organization.......................................................................................................................................5
5-A2: Resources:..........................................................................................................................................5
5-B. Start-up Costs..............................................................................................................................................6
6. Products and Services Provided............................................................................................................................6
6-A. Sales and Marketing Plan (4P’s).....................................................................................................................6
6-B. Services Provided.........................................................................................................................................7
7. Market Opportunity ............................................................................................................................................7
7-A. Market Analysis............................................................................................................................................7
8. Strategy and Implementation Summary................................................................................................................7
8-A. Competitive Analysis ....................................................................................................................................8
8-A1. Strengths:...........................................................................................................................................8
8-A2. Weaknesses:.......................................................................................................................................8
8-A3. Opportunity:.......................................................................................................................................9
8-A4. Threats:..............................................................................................................................................9
8-B. Sales Strategy...............................................................................................................................................9
9. Exit Strategy........................................................................................................................................................9

3. 3
1. Business Name
2. Logo
3. Motto
“Your Animal Concern is our Main Concern”
4. Company Description
Four Legs Care company is a mobile veterinary clinic that has the capability to go out to the customer’s
location and provide regular vaccinations and minor surgical procedures to small animal pet owners and regular
vaccinations for large animals. We also have disaster response capability.

4. 4
4-A. Mission
Our mission is to give animals long and healthy lives through great medical care. Our customers will be
confident that we can provide the loving and compassionate care they need; they will understand the care that
their animals are receiving, any follow up care requirements and of course, our availability for any concerns.
4-B. Need
In some commercial areas the closest veterinarian may be an hour away and those with large herds of
farm animals are frequently unable to transport them to a veterinary clinic. Residentially, there is a need where
pet owners or pets are unable to leave the home. These animals frequently do not receive regular veterinary
care. Finally, there are many fairs and civic events where animal care facilities would like to have a presence
but are unable to do so.
4-C. Solutionto the need:
Our mobile clinic provides ranchers the opportunity to have care provided on location and eliminates the
need to transport animals. For those pet owners who are unable to leave the home, we provide a convenient
way to care for their pets without complicated arrangements or worse yet, neglecting the care all together. For
animal care organizations without facilities to create a desirable temporary presence at public venues, we
provide that presence on a short term basis saving them from permanent investment.
4-D. Keys to Success
 We will treat each of our patients as if they were our own.
 We will provide the medical care that the animal requires and specialized care that the owner may
want.
 Animal care is our priority and we will provide medical care for the long-term.
 We will provide all the information that the animal owner needs to make informed decisions on any
procedure before it is performed.
5. Company Ownership
The business will be a partnership of three members.

5. 5
5-A. Personnel Plan
5-A1: Organization
Our Mobile Veterinary Clinic will have the following:
 We are blessed to have in our partnership a trained Veterinarian who makes this business plan possible.
 Our Business Administration expert will handle all books and legal aspects of our business.
 Our outside sales person is also a competent mechanic; when not engaged in marketing our enterprise he
will conduct routine maintenance on our facilities.
 All members of our team are responsible for all aspects of our operation; in the field we automatically
have two assistants who place a premium on customer service, in the office we have two typists/clerks
who value a firm business foundation and in marketing we have two directly interested people who are
confident in our capacity and committed to our success.
5-A2: Resources:
 Our Mobile Care Center and our Auxiliary Support Vehicle will be purchased on contract through La
Boit Specialty Vehicles, an experienced firm devoted to producing mobile operations platforms for
commercial medical use. Specific modifications to the standard veterinary platform are based on
interviews with prior La Boit customers conducted by our Veterinarian and will enhance our ability to
deliver our primary service product.
o Vehicle storage and maintenance will be conducted at the home of our mechanic/outside sales
representative who has sufficient garage space and access to accommodate both commercial
vehicles.
o The veterinary library and study will be in the home of the Veterinarian.
o All business administration and records keeping will be handled at our primary office in the
home of or business administrator.

6. 6
5-B. Start-up Costs
Our start-up costs include the vehicle, and medical supplies such as surgical supplies and vaccinations.
*Breakdown of costs to start the business
1. Vehicle $160,000
2. Legal fees $2,000 (annually)
3. Medical/Surgical Equipment $40,000
4. Lab Equipment $20,000
5. Vaccinations $6,000 (6 months)
6. Insurance (Malpractice) $3,000 (6 months)
Total Start up Expenses $231,000
*Start-up funding
1. Down payment on the vehicle $16,000
2. Down payment for bank loan $7,100
Total Start up $23,100
*Liabilities
a. Accounts Payable to Bank $63,900
b. Accounts Payable to La Boit Inc. $144,000
c. Total Liabilities $207,900
6. Products and Services Provided
6-A. Sales and Marketing Plan(4P’s)
o Product - The business will provide mobile, full-service veterinary care to cattle ranchers and
residential pet owners.
o Price - We have set our service fees based on regional standards.
o Place - We will operate in rural Montana near Bozeman, a major ranching center. Bozeman is
large enough to assure us of logistics support.
o Promotion - Four Legs Care will communicate to a primary market that must be away from
televisions and radios for much of their income earning activity. Communicating will consist of
visiting them where they are in their pastures and barns; personal relationships built on personal
communications will lead to friendly business relations, not just practical ones.

7. 7
6-B. Services Provided
The following services will be provided by the clinic:
 Internal medicine and limited surgical procedures
 Dental care
 Orthopedic care
 Care for elderly pets which includes physical and mental conditions that they are suffering from or
may suffer from later on
 Reproductive services which includes prenatal care and spaying/neutering of pets
7. Market Opportunity
We have three target markets which are:
1. Our primary target market is commercial animal, which we will provide scheduled visits to large
operations such as ranches.
2. Our secondary target market is residential services. We will support those pet owners or pets who are
unable to leave the home.
3. Our third target market is supporting the community. This will include such things as support to the city
pounds and animal services facilities, on-site facility at fairs and community functions.
We will provide emergency care to customer as availability permits.
7-A. Market Analysis
Potential Customers Growth 2006 2007 2008 2009 2010
1. Commercial Animals 2% 3,000 3,060 3,121 3,183 3,247
2. Residential Service 5% 4,000 4,200 4,410 4,630 4,861
3. Community Support 5% 3,000 3,150 3,307 3,472 3,645
Total 10,000 10,410 10,838 11,285 11,753
8. Strategy and ImplementationSummary
The key to the mobile clinic's success is advertising and visits with potential customers in the community.
We will go out to the local farms to meet with the ranchers and introduce the clinic and inform them of the
services that we can provide to their animals.

8. 8
8-A. Competitive Analysis
8-A1. Strengths:
 Our operation will be scalable. With our main operation based out of a compact, full service
Mobile Care Center we can meet the needs of any veterinary situation up to and including most
surgeries. With our Auxiliary Support Vehicle we can augment our Mobile Care Center with a
large inventory of veterinary supplies enabling us to sustain operations for relatively long periods
of time for large numbers of animals.
 Our manpower requirement will be scalable. With three partners we meet our core operational
requirements of Veterinarian, Accountant, outside sales, vehicle service and receptionist. Our
workforce scales up without significant cost by the use of student assistance. The local
veterinary schools will work with us to provide sufficiently well trained students to meet our
scheduled commercial requirements in return for which we will provide their students the hours
of clinical time required for certification. As legally waivered volunteers, our cost is limited to
picking them up prior to the referenced commercial visits and meals on site.
 Our overhead will be low. Having no brick and mortar facility to support, we eliminate the need
for a specific business location with its separate costs. With no employees, we eliminate
government required burdens of unemployment insurance and FICA per employee. Outside
support requirements for core operations are limited to Major Vehicle service which is included
in our facilities contract.
 Personal relationships. We will rely primarily on personal contacts and referrals to identify new
clients. We will develop personal contacts when not serving clients by taking advantage of civic
gatherings. We will set up displays targeting commercial accounts and provide public service
opportunities where we will be able to meet residential contacts.
8-A2. Weaknesses:
 Our newness in the marketplace makes us an unknown. We will have to conduct a rigorous
campaign of personal contacting to enter the market.
 Financed startup. The pressure of needing to generate income quickly to offset mounting costs
of financing may eventually impede our prospecting efforts.
 To meet the routine needs of larger commercial customers we need to schedule their visits far
enough in advance to be able to coordinate student assistance with nearby schools.

9. 9
8-A3. Opportunity:
 In the area where we will be focusing our operations, ranch agriculture is the primary industry.
 The service capacity of existing veterinary support is limited by distance and mobility; it can be
up to 50 miles for some customers to access services and the mobile aspects those customers
have is limited to a pickup truck or SUV which would require multiple trips.
8-A4. Threats:
 Weather. While our vehicle is able to access 95% or commercial locations in the state normally,
severe weather will inhibit our access for brief periods of time, potentially reducing income.
 Availability of scaled labor force. In the event schools in the area cease operations or our
relations with those schools become unfavorable, our ability to serve our primary target market
will be reduced.
8-B. Sales Strategy
The business’s strategy is to increase the number of customers each year through referrals and continuous
advertisement.
9. Exit Strategy
In the unpleasant event that our business proves untenable, there are other mobile animal service operations
in other parts of the country that are established and collectively look to expand with predictable frequency. As
often as not, these established operations prefer to expand through acquisition of existing equipment at reduced
price rather than the new equipment required to gain access to the capitalization La Boit offers. La Boit
supports resale efforts by reconditioning reclaimed vehicles and finding them new operators while relieving the
divesting business of vehicle based liabilities provided payments and maintenance documentation were kept up
to date. Lack of external brick and mortar facilities eliminates the need for divestiture contingency in that area.
Personal burdens within the partnership incurred by the need to repay borrowed operating capital will be
minimized by careful, mutual monitoring of draws against this capital. Draws against this capital will be offset
by business income further limiting our personal burdens. The personal residence tax advantages crafted into
our business plan will offset this remaining burden in any event other than the complete failure of our business
to realize any income whatsoever.