Podcast
Questions and Answers
Which of the following is the MOST important factor that led Dr. Leitch to believe there was a market for an upscale pet boarding service?
Which of the following is the MOST important factor that led Dr. Leitch to believe there was a market for an upscale pet boarding service?
- The lack of suitable boarding options for her own pets.
- The availability of a 4-hectare farm near the center of town and the highway.
- The growing community of Peterborough and its proximity to larger cities.
- The willingness of pet owners to prioritize care over price. (correct)
Dr. Leitch's market research indicated that her target customers were likely to exhibit which combination of characteristics?
Dr. Leitch's market research indicated that her target customers were likely to exhibit which combination of characteristics?
- Low income, reluctance to travel, weak bond with pets.
- Preference for basic shelters, aversion to gourmet menus, limited exercise programs.
- Employment in the professions, frequent travel, strong bond with pets. (correct)
- Frequent business travel, residence in rural areas, single-income households.
How did Dr. Leitch primarily gather data for her market research?
How did Dr. Leitch primarily gather data for her market research?
- Conducting focus groups with veterinarians and groomers.
- Consulting with animal psychologists.
- Surveying local boarding kennels and interviewing pet owners. (correct)
- Analyzing national pet ownership statistics.
What was the significance of the Ministry of Natural Resources in Dr. Leitch's decision to locate The Pet Hotel in Peterborough?
What was the significance of the Ministry of Natural Resources in Dr. Leitch's decision to locate The Pet Hotel in Peterborough?
Which of the following factors was MOST important to Dr. Leitch regarding the location of The Pet Hotel?
Which of the following factors was MOST important to Dr. Leitch regarding the location of The Pet Hotel?
What key market insight did Dr. Leitch derive from her research that directly influenced the services offered at The Pet Hotel?
What key market insight did Dr. Leitch derive from her research that directly influenced the services offered at The Pet Hotel?
How did the location's characteristic of being near the highway align with Dr. Leitch's understanding of her target market?
How did the location's characteristic of being near the highway align with Dr. Leitch's understanding of her target market?
Which of the following best describes Dr. Leitch's initial approach to validating her business idea for The Pet Hotel?
Which of the following best describes Dr. Leitch's initial approach to validating her business idea for The Pet Hotel?
Flashcards
The Pet Hotel
The Pet Hotel
A business providing upscale boarding services for pets, including suites, exercise, and gourmet menus.
Market research
Market research
Gathering information about potential customers and market conditions.
Customer priorities (Pet Hotel)
Customer priorities (Pet Hotel)
Level of care, not price, was the primary interest of potential customers according to Dr. Leitch’s research.
The Pet Hotel's target customer
The Pet Hotel's target customer
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Service usage (Pet Hotel)
Service usage (Pet Hotel)
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Business plan
Business plan
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Peterborough's advantages
Peterborough's advantages
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Ideal location (Pet Hotel)
Ideal location (Pet Hotel)
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Study Notes
The Pet Hotel
- The Pet Hotel in Peterborough, Ontario, has provided suites for pets, exercise programs, gourmet menus, daycare, and turn-in service since 1997.
- Dr. Eileen Leitch created The Pet Hotel because she couldn't find a suitable place to board her own pets, as kennels offered only basic shelters.
- Dr. Leitch did market research to see if other pet owners felt the same way.
- She surveyed boarding kennels and asked vets, groomers, and pet owners about kennel satisfaction, service needs, and willingness to pay.
- Potential customers prioritize care level over price, were likely employed in the professions, commuted, and traveled frequently for business and pleasure.
- The majority came from two-income households and had strong bonds with their pets.
- Dr. Leitch concluded customers use The Pet Hotel's services in combination with travel.
- Based on this, she created a business plan showing why Peterborough was an excellent location.
- Peterborough is a growing community near Toronto.
- Businesses like the Ministry of Natural Resources were relocating to Peterborough and likely to have employees with a strong concern for animals.
- Dr. Leitch and her husband, Chris, bought a centrally located 4-hectare farm near the highway.
- They circulated flyers at vets and groomers and placed a $30 ad in the local newspaper, which was the only money spent on advertising in over six years.
- All of The Pet Hotel customers find out about it by word of mouth.
- The hotel's occupancy rate is 100 percent, and it regularly has a long waiting list.
- Many clients plan their holidays around when they can board their pets at The Pet Hotel.
- Marketing The Pet Hotel as offering her guests all the comforts of home, Dr. Leitch has been able to achieve a 100-percent occupancy rate.
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