applied theory in design

WAGZ

PROFESSOR ROBERT FEE

SUSAN BERNARD

SUMMER 2012

SDES 704 OL

“ keeping everyone healthy and happy”

ABOUT

WAGZ, a small company based in Washington DC, will create a nucleus that encourages and promotes the wellbeing of dogs.

The company will provide Organic products and Holistic Veterinarian services for their Client’s.

The WAGZ model will begin in Philadelphia. Using the Creative Economy Investment Fund, which provides pre-seed and early-stage investments for companies that are set up and grow in Philadelphia.

WAGZ will partner with Ecowelldog the leading company in producing problem solving grooming and wellness products for dogs.

WAGZ will use only Ecowelldog products as a method of promotion and the logo on their products will indicate the strong belief they have in WAGZ’s services.

WAGZ “ keeping everyone healthy and happy”

WAGZ SECONDARY RESEARCH


A 10 Month Study of on the changes in the behavior and health status of 71 adults following the acquisition of a new pet (both dog and cat) was performed.

A separate group of 26 subjects without pets served as a comparison.

Owners of cats and dogs showed a significant reduction in health problems within the 1st month.

This improvement was sustained in Cats and Dogs for:

Cats 6mths

Dogs 10mths

Non-Pet owner no significant change in their health status

The University of Cambridge, Department of Clinical Veterinary Medicine

WAGZ

EMOTIONSWELLBEINGCOMPANIONSHIP



Grooming is an important part of dog care and helps to ensure the dog is healthy and comfortable.

Reasons for Grooming include:

• Decreased chance of various health problems, e.g. thrush, scratches

• General cleanliness

• Monitoring of the dogs health by checking for cuts, • heat, swelling, lameness, or changes in temperament

• Reducing infestation load of external parasites on skin

3

THE AVERAGE ANNUAL

AMERICAN INCOME: $51,413

THE AVERAGE ANNUAL INCOME

OF 1% $717,000

THE AVERAGE AMERICAN

JOB IS A RETAIL

SALESPERSON, CASHIER OR

OFFICE CLERK

THE AVERAGE 1% IS AN EXECUTIVE,

MANAGER OR SUPERVISOR

OUTSIDE OF THE FINANCE WORLD

THE AVERAGE

AMERICAN HAS $3,800 IN SAVINGS

TARGET MARKET

FAMILIES

•

YOUNG PROFESSIONALS

•

THE ELDERLY & HOMEBOUND

SYLVIA

Sylvia is a 33 year old, single, fashion designer that is new to the Philadelphia area. She moved from

New York City and though she enjoyed the night life and arts, she wanted to slow down in a more

affordable seAng without being too far away from New York City.

Sylvia lives and works on the outskirts of the city in a revitalized neighborhood called Northern LiberEes.

The neighborhood aGracts young professionals, arEsts and others with its youthful community vibe.

She has a French Bulldog named Lucy and enjoys the opportunity to walk in the park with her, take her to the beach when she can and annually take her to the

Bad Dog Ball hosted by the Young Friends of the Pennsylvania SPCA. All of these acEviEes also give her the opportunity to meet people both for work

and play.

Her store, “Lucy’s Ball” is picking up and aGracEng a great deal of aGenEon and her work is being

considered for placement in selecEve Macys Stores in New York City which means more travel. As a result, a great deal of the acEviEes she was once able to do with Lucy she's finding difficult at this

Eme.

Sylvia needs assistance with boarding and healthcare for Lucy and is looking for somewhere affordable, hip, professional and emoEonally aGenEve and

understanding for her pets needs while she is away.

YOUNG PROFESSIONAL

33 YEARS OLD

SINGLE

FRENCH BULLDOG LUCY

WAGZ MARKET RESEARCH


0

5

10

15

20

25

30

35

Grooming Shop Full service salon Mobile Groomer Vet w Grooming Dept

Boarding w Grooming Dept

Pet Spa Groomng Daycare Grooming Dept.

Pet Owner Inhome house call

Type of Grooming Businesses

Type of Grooming Business

MOBILE GROOMERS

GROOMING SALONS

WAGZ

The American Pet Products Manufacturers Association Inc. Estimates $35.9 billion was spent on owners pets in the USA in 2005

The Pet grooming business has grown by 7% this year and the mobile grooming by 12%

Approx 78.2 million own dogs in the USA Of that 39% of US household owns at least 1 dog


MOBILE GROOMING VANS, TRAILERS & TRADE INFORMATION


on wheels

CALIFORNIA 2,816

TEXAS 2,008

PENNSYLVANIA 1516

ILLINOIS 1251

MICHIGAN 1140 NEW

YORK 1377

OHIO 1316 WASHINGTON

1177

GROOMING FACILITIES CITIES WITH THE LARGEST STORE COUNT

WAGZ PRIMARY RESEARCH



Journal for Today’s and Tomorrow’s Professional Pet Groomers April/June 2012 Volume 2 Issue 2 A PetGroomer.com Publication $4.95

www.petgroomer.com www.egroomer.com www.petgroomerforums.com

— Flamingo Sunset — by Dawn Omboy

36 To Clip or Not to Clip

12 The Making of “Flamingo Sunset”

9 Rags to Riches 4 Contest Winners

43 Buying Businesses with Zero Down

39 Discussion: Canine Hair Growth

24 Tail Styles: Flag, Westie, Rat & Poodle

10 Sunshine State Gets Creative

46 Setting Grooming Time Standards

TRADE MAGAZINES AND WEBSITES

D PET HOTELS

MARKET RESEARCH

“FOCUS ON CREATING A RELAXED AND STRESS FREE ENVIRONMENT”

D PET HOTELS

SERVICES

BOARDING

DAYCARE

GROOMING

CHAUFFER

BOUTIQUE

MEDIA

OWNERS WHILE AWAY WANT THEIR PETS TO FEEL AS

THOUGH THEY ARE AT HOME

HOTEL ACCOMMODATIONS:

STANDARD SUITE DOGGIE BEDS WITH/ FLAT SCREEN

TV'S TO 22’ X 17’ QUEEN SIZED BEDS & 42” FLAT SCREEN TV

DAY CARE: 3 PARKS (6,000

SQ FT)

CONSUMER: 1% OF AMERICAN POPULATION

TREATMENTS CAN INCLUDE:

• WATER SPORTS E.G. SWIMMING

•  HYDROTHERAPY

• AQUATIC TREADMILLS

• ACUPUNCTURE

• REIKI

• GROOMING,MASSAGES, FACIALS AND NAIL ART ETC

• OVERNIGHT ACCOMMODATION

• DOGS RECEIVE ROOM SERVICES, DOG SPA MEALS, PRIVATE SUITES

• LIMOUSINE SERVICES

• FLAT SCREEN TVS TURNED TO THE DOGS TV CHANNEL

• CYBER CAMERAS PROVIDED TO WATCH YOUR DOG TO MAKE SURE

BEING WELL TAKEN CARE OF

MARKET RESEARCH

1 CHAUFFER

LUXURY

TREATMENTS FOR THE PETS

RANGING FROM $60 TO $200

EXPENSIVE IN A RELATIVELY SLOW

ECONOMY +

APPEALS ONLY TO 1% OF THE POPULATION

MARKET RESEARCH

1

PETCO “UNLEASHED”

MARKET RESEARCH

“WHERE THE HEALTHY PETS GO”

UNLEASHED

CONS: ATTEND TO MANY DOGS

AT ONE TIME

NO VETS ON LOCATION

PROS: VETS ON CALL IF NEEDED

WHILE PET IS STAYING THERE

AFFORDABLE

CONSUMER: AVERAGE AMERICAN

TREATMENTS CAN INCLUDE:

• FULL SERVICE GROOMING (FULL BATH +HAIR CUT + BRUSH)

• NAIL POLISHED PAWS

• PAW SPA

• EAR CLEANING

• FACIALS

• PET PARTIES AND CAKES

• DOG TRAINING

• PET INSURANCE

• PET PHOTOGRAPHY

• VACCINATIONS

• HOTELS

• ADOPTIONS

• DOG TRAINING

MARKET RESEARCH

2

SUPER CENTER SIZE

+ VARYING PETS

IMPERSONAL

MARKET RESEARCH

2

THE PET HEALTH CLINIC

MARKET RESEARCH

THE PET HEALTH CLINIC

PROVIDES BASIC SERVICES

NO BOARDING

CONSUMER: AVERAGE AMERICAN

SERVICES:

VETNARY SERVICES ($26.50 TO $29)

NAIL TRIM ($8.50)

EAR CLEANING ($11.50)

HOUSE CALLS (MIN $100)

VACCINES, ETC.

SURGICAL SERVICES

PRODUCTS FOR SALE

GROOMING ($8.50 TO $65)

27% VETS DESCRIBED THEIR DISSATISFACTION WITH THE JOB

MARKET BEING THE CHALLENGE OF

FINDING A SKILLED GROOMER

MARKET RESEARCH

3

IN VETERINARIAN NEWS

MAJORITY OF VETS SHOW INTEREST IN LEED CERTIFIED

BUILDINGS FOR THEIR FACILITIES

CLINIC FACILITIES PROVIDED

UTILITARIAN

MARKET RESEARCH

3

WAGZ THE WORKING WALL


Secondary Research

Primary Research

+ Personas

Paradigm + Wicked Problem

Target Market

THE WORKING WALL

Research of the health effects of

the pet on its owner, types of

businesses, typical incomes etc.

overlapped with the primary

research at times. There was a great deal of back and forth between the

two

Examined And interviewed

Personas, a couple in the city, a single divorcee

Executive in the suburbs and an widower retired and living in the

suburbs

My initial persona addressed the young single professional, however, in reviewing the needs of each, I decided to use the persona with the most needs to be addressed

Through all the discoveries it became evident just what the wicked problem was and the paradigm supported that issue. There were some trends That were considered however

WAGZ The Wicked Problem :

Creating a system and facility that provide superior service without disregarding the human factor


WAGZ THE PERSONAS


WAGZ The following describes briefly the grooming service needs of 3 Personas:

Philip, Stacey and Mr. Schneider “ keeping everyone healthy and happy”

Philip has a busy schedule. Occasionally on a Sunday, he

is able to take time to enjoy spending being with his sons

and their dogs Gauge + Articus

During that time aside from Frisbee they give the

dogs a wash. They love the water. Most other times

he has to drop them off at the groomers and leave to

run his errands. The groomer calls to let him know when they are through. However

when he gets there he always has to wait at least 15 minutes

and to Philip time is money.

CONVENIENCE

PHILIP YOUNG PROFESSIONAL

42 YEARS OLD

DIVORCEE

SONS JUDE + “LEE LEE”

LABRADOR GAUGE

+ ROTWILDER

ARTICUS

Stacey, Larry + their family live in New York City. They both

live very busy lives. Stacey’s free time is limited to the schools

Closing for vacations, National holidays etc. As a result, it is difficult

for her to get across town to go to the groomers or vet.

Living in the city is expensive and large chains such as Petco,

due to the size and quantity of dogs they attend to, aren’t

able to pay Petey the attention he needs, in addition

to that it takes them 75 minutes to groom Petey.

Boutique Groomers are out of the question due to the expense.

STACEY PUBLIC SCHOOL SOCIAL

WORKER NEW YORK CITY

44 YEARS OLD

MARRIED

HUSBAND LARRY A MECHANIC

SONS JOHN + HARRY

BULLDOG PETEY

CONVENIENCE + SIZE + COST

Mr.. Schneider depends on his pet poodle Chester

for companionship.

His grandchildren Katie & Liam gave himself & his wife,

Martha, Chester on their 50th Wedding Anniversary.

Chester reminds him of her & cherishes his companionship.

Mr. Schneider walks his dog daily. It gives him the

exercise he needs and gets them both out of the house.

Chester is a lively dog which is what Mr. Schneider loves

about him, however, he can be a little hard to handle when it comes to the bus

ride to the groomers every month.

MR. SCHNEIDER

RETIRED TEACHER CHEVY CHASE, MD

79 YEARS OLD

WIDOWER

GRANDCHILDREN KATIE + LIAM

POODLE CHESTER

CONVENIENCE + SIZE + COST + EMOTIONAL CONNECTION

WAGZ THE MODEL


Who is the Target Market

What is the Disruptive or Discontinuous innovation

With our daily routine and preference of companionship, doggie daycare etc.

has become expensive and focuses on aesthetics without concentrating on

the total package

Families, young professionals, elderly & house bound dog owners

What is the product concept?

Positioning the Product

Distribution Channel

What is the transition between The Visionaries and Pragmatists ?

Pricing

Visionaries saw where pet owners were closer to their pets and saw

them as humans

Pragmatists find some of the services convenient

Small Centers more locations with trained staff + WAGZ on

wheels

Competitors in price would be large centers such as Petco

“Keeping everyone healthy and happy …”

Creating a system and facility that provide superior service without disregarding the human factor



SERVICES: PROFESSIONALLY

TRAINED PERSONNEL

ON TIME

RELIABLE

TECHNOLOGY: FACILITIES THAT ENHANCE THE

EXPERIENCE FOR BOTH OWNER AND DOG

METHOD OF DELIVERY: TESTED PROCEDURES

AND

QUALITY PROCESSES

PRODUCTS: VALUE FOR MONEY

LOW COST HIGH RETURN

ECO FRIENDLY

ALLIANCES: HAPPY TAILS

PERSONNEL: EXPERIENCED

CREATIVE

TEAM MEMBERS

CONFIDENT

PERSONALLY ACCOUNTABLE

the eco friendly hub

PHASE TWO

• Grooming

• Boarding

• Product Sales

•  Health Insurance sales

•  Holistic Veterinarian Wellness center

3

WAGZ

ADVERTISING

• Point of Sales at sponsor product line

• WAGZ website

• References

• Print articles

• Social Networks

• Promotional items e.g. t shirts

1

PHASE ONE

•  Use of Pet grooming Software such as 123pet software

Clients are able to schedule appointments online and

contact between groomer and Client is made easy via

computer, ipad or any smart phone

2

WAGZ on wheels

WAGZ PHASE ONE


WAGZ ON WHEELS


Hybrid Camper Car + Caravan Combo

CONVENIENCE + SIZE + COST + EMOTIONAL CONNECTION

MR. SCHNEIDER

RETIRED TEACHER CHEVY CHASE, MD

79 YEARS OLD

WIDOWER

GRANDCHILDREN KATIE + LIAM

POODLE CHESTER

MR. SCHNEIDER

TELLS HIS FRIEND JOHN

JOHN TELLS HIM ABOUT THE AD HE SAW AT THE PET STORE

HE CALLS FOR A MET AND GREET JOANIE ARRIVES, SHE IS LIVELY, WARM AND ABLE TO CALM

CHESTER WHILST PERFORMING HER GROOMING DUTIES WHILE LOOKING OVER CHESTER, MR. SCHNEIDER IS RIGHT THERE

LOOKING ON THROUGH IT ALL JOANIE EXPLAINS THE PROCESS TO HIM AND WHERE THERE MIGHT BE REASON FOR HIM TO BE CONCERNED

MR. SCHNEIDER IS IMPRESSED AND EXTREMELY COMFORTABLE WITH HER PROFESSIONALISM AND KNOWLEDGE

DEAL IS CLOSED

TELLS THE VET HIS DIFFICULTY WITH GETTING TO HIS OFFICE

AND GROOMER

VET GIVES HIM INFORMATION FOR

WAGZ ON WHEELS

MR. SCHNEIDER CALLS THE NUMBER AND SETS UP A MEET AND GREET

JOANIE ARRIVES, SHE IS LIVELY, WARM AND ABLE TO CALM CHESTER WHILST PERFORMING HER GROOMING

DUTIES WHILE LOOKING OVER CHESTER, MR. SCHNEIDER IS

RIGHT THERE LOOKING ON THROUGH IT ALL JOANIE EXPLAINS THE PROCESS TO HIM

AND WHERE THERE MIGHT BE REASON FOR HIM TO BE CONCERNED

MR. SCHNEIDER IS IMPRESSED AND EXTREMELY COMFORTABLE WITH HER PROFESSIONALISM AND

KNOWLEDGE DEAL IS CLOSED


PROFESSIONALS

COMPANION

CLIENT

EMOTIONAL CONNECTION

COMPANION

CLIENT

PROFESSIONAL

VISUAL CONNECTION


CONVENIENCE

PHILIP YOUNG PROFESSIONAL

42 YEARS OLD

DIVORCEE

SONS JUDE + “LEE LEE”

LABRADOR GAUGE

+ ROTWILDER

ARTICUS

MR. SCHNEIDER

GOES TO THE FARMERS MARKET WITH HIS SONS ON A SUNDAY

WALK BUY A WAGZ STALL OFFERING THEIR SERVICES AND

GIVING AWAY PROMOTIONAL T SHIRTS

THE SERVICE GATHERS ALL THE NECESSARY INFORMATION ON THE PETS AS WELL AS CONTACT INFORMATION AND FORWARD

AN APP TO PHILIP’S SMART PHONE THAT EXPLAINS ALL THE SERVICES, THE HEALTH CONDITION OF THE DOGS,

PHOTOGRAPHS, INSURANCE INFORMATION AND A SERVICE FOR MAKING FUTURE

APPOINTMENTS WITH THEM ONLINE

PHILIP AND HIS BOYS WALK AROUND LOOKING AT THE VARIOUS STALLS WHEN HE GETS AN ALERT VIA THE APP LETTING HIM

KNOW EXACTLY WHERE THEY ARE AND WHEN THE PETS WILL BE READY

WAGZ DELIVERS A PROFESSIONAL EFFICIENT AN TIMELY SERVICE.

PHILIP WILL DEFINITELY BE USING THEM AGAIN


1.  THE EXPERIENCE WITH THE WAGZ on wheels WAS PERFECT FOR BOTH CLIENTS

2.  THE GROOMER WAS ON PROFESSIONAL AND ORGANIZED

3.  OPEN TO EXPLAINING THE PROCEDURE OFFERING THE ABILITY TO SEE THE PROCESS

4.  WAS AFFORDABLE TAKING INTO CONSIDERATION THE CONVENIENCE AND PROFESSIONALISM OFFERED


WAGZ PHASE TWO


WAGZ THE ECO FRIENDLY HUB


Ultramodern single-wide trailer by architect Christopher Deam

BACK STAGE

FRONT STAGE

45

MEET N GREET

WAITING AREA AND

RETAIL

Touch point

ENTER WAGZ HUB

Touch point

PLAY /WAITING AREA

WASH

GROOMING

RECEIVING

LINE OF VISIBILITY +

INTERACTION

LINE OF INDIVIDUAL ATTENTION


LINE OF INTERACTION

EXIT

WAGZ

HUB

BACK STAGE

FRONT STAGE

46

MEET N GREET

WAITING AREA AND

RETAIL

WAGZ HOLISTIC WELLNESS CENTER

EMERGENCY CENTER

Touch point MEET N GREET

Touch point

ENTER WAGZ HUB

Touch point

PLAY /WAITING AREA

WASH

GROOMING

RECEIVING


INTERACTION

LINE OF INDIVIDUAL ATTENTION


LINE OF INTERACTION

EXIT

WAGZ

HUB

ENTER WAGZ

HOLISTIC WELLNESS

CENTER

Touch point

EMERGENCY ENTRANCE

WAGZ REALIZATION



In researching this commodity item, it was apparent that a large quantity of companies emphasized cosmetic grooming in their

marketing material as opposed to the core reason dogs are groomed.

Items surfaced which included just what exactly does a person want from a grooming facility.

Three personas were examined along with three grooming businesses in order to pinpoint the main messages that were being relayed both

through secondary and primary research.

The businesses attempted to address the following:

• Convenience

• Professional conduct and training

• Facilities that enhance the experience

• Quality and tested procedures

• Value for money

Through out the process of discovery, there were many points that seemed as though the most important information had

been uncovered, however, by continuously researching without solidifying boundaries between each stage but by constantly moving

throughout the process areas were uncovered that needed to be addressed.

Through all the grooming trade magazines, both the importance of grooming as it relates to the health of the dog was emphasized along

with new trends in fashion. Regarding the Veterinarians interests, though many locations were sterile and utilitarian, they expressed the desire to

create a modern eco friendly environment for their patients and Themselves. One of their key interests was the air quality in the space

and the reduction of costs for maintenance of the facilities.

WAGZ THE SOLUTION



An affordable modern eco friendly system and facility that provides superior service without disregarding the human factor

thereby keeping everyone “healthy and happy”

www.egroomer.com January/March 2012 Volume 2 Issue 1

www.laboit.com LaBoit Specialty Vehicles

http://www.happytailsspa.com/ Happy Tails “Problem Solving Products for the Modern Dog”

www.veterinarypracticenews.com

http://www.archdaily.com/160892/the-pros-and-cons-of-cargo-container-architecture/ro-slash-lu

http://www.pet-business-opportunity.com/

http://en.wikipedia.org/wiki/Dog_grooming

http://www.ncbi.nlm.nih.gov/pubmed/1774745


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