box subscription service · and train their dogs. executive summary the main goal of skarf is to...

BOX SUBSCRIPTION SERVICE

2Reginald Williams JR. [email protected] June, 2016

Table of Contents

Introduction ........................................................................................................... 3Introduction: Elevator Speech ........................................................................... 4Research ................................................................................................................ 5Research: Books ................................................................................................... 6Research: Periodicals ...........................................................................................7Research: Websites ............................................................................................. 8Primary Reseach .................................................................................................. 9Primary Research: Interviews ........................................................................... 10Primary Research: Analysis ............................................................................... 13Secondary Research Source Analysis ............................................................. 14Secondary Research Source Analysis: Books ............................................... 16Secondary Research Source Analysis: Periodicals ...................................... 17Secondary Research Source Analysis: Websites .......................................... 18Primary Research Evaluations .......................................................................... 19Market Analysis ..................................................................................................20Regulatory Restrictions ..................................................................................... 21Design Brief .........................................................................................................22Moodboard...........................................................................................................23Information Architecture ..................................................................................24Information Architecture: Plan ........................................................................25

Information Architecture: Competitive Analysis ......................................... 27Information Architecture: Comparative Analysis ........................................28Information Architecture: Company ................................................................ 31Information Architecture: Persona .................................................................33Flowchart .............................................................................................................36Navigation Map ................................................................................................... 37Site Map ...............................................................................................................38Create New Account ..........................................................................................39Reset Password ..................................................................................................40Log In .....................................................................................................................41Wireframe: Home Page .....................................................................................42Wireframe: Subscribe ........................................................................................43Logo Usage ..........................................................................................................44

Reginald Williams JR. [email protected] June, 20163

BUSINESS DESCRIPTIONThe nature of my business is to provide dog owners around the world with healthy snacks, playful toys, and information on new ways to excite, motivate, and train their dogs.

EXECUTIVE SUMMARYThe main goal of SKARF is to provide people around the world with the opportunity to buy products for their dogs over the Internet without having to leave their homes, whether they don’t have the time, or maybe they are elderly, your dog would be taken care of. The opportunities abroad are readily available, along with high end products for owners who adore and spoil their dogs. Pet parents are the backbone of SKARF they are the targets behind the business that I know will help us thrive.

MARKETPLACE NEEDSMarketplace needs for my business include free shipping, donations to non-profit organizations, allowance of options on how many items are in the box, pricing of the subscription service, and a information pamphlet.

PRODUCTS AND SERVICESWe will be offering a box subscription service based on the amount of items a customer decides to pick, a monthly magazine, and free shipping.

TARGET MARKETMy target market would be individuals or couples with domesticated dogs that are essentially pet parents. Pet parents would reside between the ages of thirty to sixty , and spoil their pets.

COMPETITIVE ADVANTAGESOur product line is different from the competition because our competition does not offer medical advice, luxury goods, or dog bones.

Introduction

ABILITY TO BRING VALUE TO YOUR CUSTOMERSThe value of our box subscription service is a valuable based of the name alone. The product is delivered through a box subscription service. This service provides people with the chance to try new products monthly for their dogs.


ELEVATOR SPEECHThe mission of SKARF is to provide people with a box subscription service for their dogs. We do this by giving users the option to pick an assortment of items during the month, that they think their doggy companions will like. Providing people with options sets us apart from the competition along with international shipping. We provide a safe, family-oriented environment, with a professional attitude towards our subscribers.

DESIGNER STATEMENTThe concept behind SKARF begins with the name, the name came about one day after feeding my dog Bentley. We had just finished having playtime, he ate his dinner, and it was time for bed. Before bed everyday Bentley receives a treat. One day I switched it up and gave Bentley a rawhide bone. I turned around for a second and he was “SCARFING” it down so to speak, and thats how I came up with the company name SKARF. The concept behind SKARF is intended to be both professional yet playful and appealing in tone. The color palette was chosen with the audience in mind. Bringing a sense of diversity to both male and females. The brighter colors would be used as design elements around the website, while the darker colors would be used for the display text and/or logos, links, and social media. Simple serif web safe fonts would be used for the body text, something clean and easy to read for the user. The sample photography featured on my mood board is just a glimpse into something I would like to showcase on the website.

Introduction: Elevator Speech


DATABASES SOURCESBusiness Source CompleteCROSS, MIRIAM,” A box of surprises every month” Kiplinger’s Personal Finance. Jan2015, Vol. 69 Issue 1, p15-15. 5/9p. Article. Web. 2 Feb.2016 The article discusses subscription-box services that deliver a shipment of one product or another to the subscriber’s home.

Business Source CompleteKaufman, Rachel, Inc. “Loyal customers, one box at a time”. Apr2012, Vol. 34 Issue 3, p112-112. 1p. Web. 4 Feb. 2016 The article offers information on subscription commerce, a business model in which customers pay a regular fee for a box of products delivered to their door.

Canadian Reference CentreSTUART, ALIX, “Is your business subscribable” Inc.. Oct2014, Vol. 36 Issue 8, p90-91. 2p. Web. 4 Feb.2016 The article discusses several important issues that entrepreneurs should consider when planning to sell subscriptions.

Regional Business NewsPR Newswire, “Find Subscription Boxes”, PR Newswire US. 01/16/2014. Web. 4 Feb.2016

Features one of the largest, review-driven subscription box directories, recently

Research

launched a new website design with new features, helping visitors to easily find the best subscription boxes, the latest subscription box coupons, and to read real subscription box reviews by actual box subscribers.

Regional Business NewsDillard, Betty, “Local startup delivers healthy options for pets. “Fort. 10/15/2012, Vol. 24 Issue 41, p8-8. 1/2p. Web. 4 Feb.2016 The article is about Baxter’s Premium Pet Food Delivery, a local, subscription-based pet food delivery service launched by Ben Miller in Fort Worth, Texas.


BOOKSThe Business of E commerce: From Corporate Strategy to TechnologyMay, Paul “The Business of E commerce: From Corporate Strategy to Technology” Breakthroughs in Application Development Series. Cambridge University Press. 2000. E Book. 2 Feb 2016

The Business of E commerce provides a guide to the types of business that companies can conduct over the Web. Paul May provides a generic model for understanding E commerce opportunities

Trends in E-business, E-services, and E-commerce : Impact of Technology on Goods, Services, and Business TransactionsLee, In “Trends in E-business, E-services, and E-commerce: Impact of Technology on Goods, Services, and Business Transactions” Hershey: IGI Global. 2014. E Book. 2 Feb 2016

This book offers insights into issues, challenges, and solutions related to the successful application and management aspects of electronic business.

E-Services, and E-Commerce: Impact of Tech on goods, services and business transactionsHandbook of Strategic E-Business ManagementMartinez-Lopez, Francisco J “Handbook of Strategic E-Business Management” Progress in IS. Heidelberg: Springer. 2014. E Book. 2 Feb 2016

This book is a guide to Business and Economics, Organizational Behavior;

Research: Books


PERIODICALSThey’ll Spoil Your Dog Every MonthTsoulis-Reay, Alexa, “They’ll Spoil Your Dog Every Month” The New York Times; 5/21/2012, Vol. 45 Issue 17, p79-79, 3/7p. Web. 2 Feb.2016

An interview with Bark-box co-founder Henrik Werdelin, about how the company started and why they started it.

Subscription BusinessesWarrillow,John, “Subscription Businesses” Canadian Business. Jun2015, Vol. 88 Issue 6, p8-9. 2p. 8 Color Photographs. Web. 2 Feb 2016

The article is about the success of several subscription companies in the U.S. He emphasizes how company’s success is attributed to its delivery of boxes and building of a commerce site.

Going to the DogsMildenberg, David “Going to the Dogs” Business North Carolina. Dec2015, Vol. 35 Issue 12, p58-59. 2p. Web. 2 Feb 2016

The article offers information on the business growth of a pet supply store, the business plan made to attract customers, and the investment for the property.

It’s a dog and cat world for reining in housewares salesMcMath, Robert “It’s a dog and cat world for reining in housewares sales” Brandweek.Feb1994, Vol.35 Issue 7, p43. 1p. 2 Color Photographs. Web. 2Feb 2016.

Presents products for pets. That were relevant back in the 90s for domestic pets.

Pampering Pooches by Subscription Helm, Burt “Pampering Pooches by Subscription” inc.Sep2015, Vol 37 Issue 7, p46-48. 2p. 1 Color Photograph. Web. 2Feb2016

Research: Periodicals


WEBSITESNational Retail FederationSoltes,Fiona “Engaging Customers: Hook, Line and Sinker” NRF, 20 Jan 2016. Web. 4 Feb. 2016

Focuses efforts toward engaging consumers must focus less on pushing a message out and more on drawing people in.

Bloomberg BusinessCao,Jing “When Birch-box Starts Opening Stores, You Know We’ve Reached Peak Subscription” Bloomberg Business, 10 Nov 2015. Web. 4 Feb. 2016

Bark & Co. Followed a similar path, starting with the Bark-box. Subscribers received a monthly delivery of treats and toys for their dog.

National Retail FederationGiesen,Lauri, “Follow The Leader” NRF, 18 Jan 2016. Web 4 Feb.2016Pink harnesses influential customers to increase sales

Bloomberg BusinessBloomberg, “Michelle Phan’s High-Tech Beauty Subscription Service” Bloomberg Business, 14 Sep.2015, Web. 4 Feb 2016.

Marcelo Camberos and Jennifer Goldfarb, Ipsy’s co-founders, discuss the subscription beauty box business with Bloomberg’s Emily Chang on “Bloomberg West.”

Bloomberg BusinessJohnson, Bobbie “Boo Who? Europe Biggest Dot-Com Casualty Is Back” Bloomberg Business. 12 Apr. 2011, Web. 4 Feb.2016

Boo.com was Europe’s equivalent of Webvan or Pets.com: a huge and explosive online brand that grew rapidly on the back of $188 million in VC money.

Research: Websites


VISITSPet Supplies plus is a retail chain store based in Farmington Hills, MI. There store appeals to a much larger audience since they are catering to more domestic animals such as birds, fish, reptiles etc. Quite different from SKARF as we are only focusing on dogs. Their website is quite different from the norm. At first glance you forget that you are visiting a pet site with all the graphic illustrations in the background, but then it leads straight into advertising products. Whereas other sites take you straight to what they offer, and hope that you buy instantly. Almost throwing services right into your face. A very different approach from the big chains. There website is also appealing to the audience,very subtle and not overbearing. While their competition tries ti hide the items on sale this site presents them first.

WILD CARDI would like to observe two or three people who visit pet store websites, or a box subscription site. I want to be able to see where the people go first, what attracts their attention, how long do they spend on each section and how likely they are to actually purchase something. This will allow me to gather an idea on the user’s activity.

Primary Reseach


INTERVIEWSDo you or anyone in your immediate family own a dog? If yes, explain the type of dog, and size.Yes I own a pug and he is about thirteen pounds.

What kind of treats and toys do you buy for your dog?The kind of treats I buy for my dog are Blue Buffalo Treats, squeaky balls and teething bones.

How much do you spend monthly on your dog?On average I spend about one hundred and fifty dollars on my dog monthly.

Have you ever heard of a box subscription service for dogs, like Bark-box?Yes

What is your opinion on box subscription services?I think this is a neat idea

What are items that you normally don’t buy for your pet that you would like to see in a monthly subscription service?Items I normally don’t buy are collars, flea stick treatment, things like that.

What would make you consider buying a box subscription service?I would like to see discounts on services.

Primary Research: Interviews

Would a dog newsletter with extra dog information and news be appealing to you as an addition to the box subscription service?Sure

“inteRvieWee: nicole mulcaRe”


INTERVIEWSDo you or anyone in your immediate family own a dog? If yes, explain the type of dog, and size.Yes I do own a dog. The dog breed that I have is a Labrador Retriever, which is considered a large breed.

What kind of treats and toys do you buy for your dog?I give my dog rawhide treats and dog biscuits. I get him tennis balls because he loves to play fetch.

How much do you spend monthly on your dog?I spend an average of about $50 to $60 a month I guess.

Have you ever heard of a box subscription service for dogs, like Bark-box?No, I have not.

What is your opinion on box subscription services?I guess they are good services to have if you like to have a random selection of items for your pet.

What are items that you normally don’t buy for your pet that you would like to see in a monthly subscription service?Maybe a variety of dog treats or chew toys


What would make you consider buying a box subscription service?I guess the surprise of random items they would deliver.

Would a dog newsletter with extra dog information and news be appealing to you as an addition to the box subscription service?Yes, I think it would be very beneficial.

“inteRvieWee: BRandon tuRneR”


INTERVIEWSDo you or anyone in your immediate family own a dog? If yes, explain the type of dog, and size.Yes I do own a dog. The dog breed that I have is a Labrador Retriever, which is considered a Large breed.

What kind of treats and toys do you buy for your dog?Kong toys, because they are mainly indestructible, they are a little expensive but the quality is amazing.

How much do you spend monthly on your dog?I spend an average of about one hundred dollars a month.

Have you ever heard of a box subscription service for dogs, like Bark-box?Yes.

What is your opinion on box subscription services?I guess they are good services to have if you like to have a option of, because I don’t like someone picking out the items for me.

What are items that you normally don’t buy for your pet that you would like to see in a monthly subscription service?I would suggest all the treats be all natural and the toys are of high quality.


What would make you consider buying a box subscription service?The high quality of items and treats would help me consider buying a box subscription service.

Would a dog newsletter with extra dog information and news be appealing to you as an addition to the box subscription service?Yes, I think it would be very beneficial in learning new ways to train my dog, or extend his lifespan.

“inteRvieWee: Reginald Williams sR.”


RE-INTERVIEWAfter showing my dad logo designs and concepts he initially thought that the color scheme was a bit too feminine for his taste. After explaining why I chose the color palette he quickly understand and decided to give me feedback on my logo. As far as the logo goes he accepts the name and thinks that the dark blue logo really pops off of the lighter red drop shadow. He also feels as though it is a bit incomplete. The logo should be accompanied by a illustration of some sort. INTERVIEWEE: REGINALD WILLIAMS SR.

RE-INTERVIEWAfter showing Brandon the stationery set he was very pleased with the outcome and vision that I had in creating the logo. A lot of people loved the name of the company but had not seen the logo. When I showed him what everything would look like, at first glance he was blown away. After careful evaulation he thought that some of the text on the business card was a bit small. It was proper size but the font was smaller than traditional serifs. So I used that information as good

feedback. inteRvieWee: BRandon tuRneR

CRITIQUESAfter careful evaluations from my classmates I can see that I need to work on a lot of things. Firstly during my critique of my design brief the approach of not having a name was a bit misleading in designing a poster or business plan mock-up. Also not coming in with a set price left them asking over and over how much does the service cost.

Additionally further during the process of creating this research book I was critiqued on my mood-board. One classmate brought up the matter of there being to much text on the mood-board. Others quickly understood what the text there was for and the reasoning was justified. Everyone enjoyed the name SKARF so that was a relief and I can continue on with my project.

Primary Research: Analysis


Secondary Research Source Analysis

DATABASE SOURCESBusiness Source CompleteCROSS, MIRIAM,” A box of surprises every month” Kiplinger’s Personal Finance. Jan2015, Vol. 69 Issue 1, p15-15. 5/9p. Article. Web. 2 Feb.2016 (A)Subscription-box services typically charge $10 to $40 a month to send you assorted items in broad categories(B)look up previous monthly selections on the company’s Web site and read reviews on sites such as Cadman’s. The article discusses subscription-box services that deliver a shipment of one product or another to the subscriber’s home.

Business Source CompleteKaufman, Rachel, Inc. “Loyal customers, one box at a time”. Apr2012, Vol. 34 Issue 3, p112-112. 1p. Web. 4 Feb. 2016 (A)The most successful subscription businesses have a customized feel to them.(B)Developing a sense of community also helps keep subscribers engaged. BabbaBox. Members use the company’s Face-book page to trade parenting tips and post photos of their kids enjoying BabbaBox activities.

The article offers information on subscription commerce, a business model in which customers pay a regular fee for a box of products delivered to their door.

Canadian Reference CentreSTUART, ALIX, “Is your business subscribable” Inc.. Oct2014, Vol. 36 Issue 8, p90-91. 2p. Web. 4 Feb.2016

(A)Subscriptions have paid off handsomely for some startups, including Birch-box (beauty products), Blue Apron (make-at-home meals), and Dollar Shave Club (men’s razors)they have collectively raised more than $150 million, and each serves hundreds of thousands of customers per month. (B)Supply and demand often will not immediately match, putting your finances in jeopardy.

The article discusses several important issues that entrepreneurs should consider when planning to sell subscriptions.

Regional Business NewsPR Newswire, “Find Subscription Boxes”, PR Newswire US. 01/16/2014. Web. 4 Feb.2016(A)Find Subscription Boxes seeks to lead the way in promoting the growing subscription box e-commerce industry by helping consumers easily find and learn about subscription boxes whether visiting the online subscription box directory from their home computers or looking for the latest news using the subscription box application on their phones or tablets.Features one of the largest, review-driven subscription box directories, recently launched a new website design with new features, helping visitors to easily find the best subscription boxes, the latest subscription box coupons, and to read real subscription box reviews by actual Box subscribers.


Regional Business NewsDillard, Betty, “Local startup delivers healthy options for pets. “Fort. 10/15/2012, Vol. 24 Issue 41, p8-8. 1/2p. Web. 4 Feb.2016 (A)Company’s mission is to offer only the most healthful, most nutritious food and to deliver it to a customer’s house on a recurring schedule so it’s always there when needed.(B)The premium brands were available locally at only a couple of stores.(C)Products include biologically and age-appropriate food for small to large dog breeds and for cats, and food to help control allergies and weight.

The article is about Baxter’s Premium Pet Food Delivery, a local, subscription-based pet food delivery service launched by Ben Miller in Fort Worth, Texas.

Secondary Research Source Analysis


BOOK SOURCESThe Business of E commerce: From Corporate Strategy to TechnologyMay, Paul “The Business of E commerce: From Corporate Strategy to Technology” Breakthroughs in Application Development Series. Cambridge University Press. 2000. E Book. 2 Feb 2016 (A)Four main types of change pressure business into new and surprising shapes and as they interact, they have the effect of propelling all types of organizations toward an e commerce way of life. These are the forces of individuation, virtualization, globalization, and intellectualization.(B)A virtual organization is more correctly characterized as one that embodies a varying network of specialists in distinction to a formally constituted enterprise. Such organizations are closer in kind to the earliest commercial enterprises and maybe similarly poorly provided for in terms of legal protection and redress(C)The challenges of globalization are such that the opportunities can seem distant and difficult.(D)Business decision makers can be sure of one thing when it comes to technology: whatever they choose today will be suboptimal for tomorrow. Something better is always on the horizon, but business needs to act in the here and now or it may not see tomorrow

The Business of E commerce provides a guide to the types of business that companies can conduct over the Web. Paul May provides a generic model for understanding E commerce opportunities

Trends in E-business, E-services, and E-commerce : Impact of Technology on Goods, Services, and Business Transactions

Lee, In “Trends in E-business, E-services, and E-commerce: Impact of Technology on Goods, Services, and Business Transactions” Hershey: IGI Global. 2014. E Book. 2 Feb 2016

This book offers insights into issues, challenges, and solutions related to the successful application and management aspects of electronic business.

E-Services, and E-Commerce: Impact of Tech on goods, services and business transactions

Handbook of Strategic E-Business ManagementMartinez-Lopez, Francisco J “Handbook of Strategic E-Business Management” Progress in IS. Heidelberg: Springer. 2014. E Book. 2 Feb 2016

This book is a guide to Business and Economics, Organizational Behavior; Management; Electronic commerce Planning.

Handbook of Business Practices and Growth in Emerging MarketsThey’ll Spoil Your Dog Every MonthTsoulis-Reay, Alexa, “They’ll Spoil Your Dog Every Month” The New York Times; 5/21/2012, Vol. 45 Issue 17, p79-79, 3/7p. Web. 2 Feb.2016 An interview with Bark-box co-founder Henrik Werdelin, about how the Subscription BusinessesWarrillow, John, “Subscription Businesses” Canadian Business. Jun2015, Vol. 88 Issue 6, p8-9. 2p. 8 Color Photographs. Web. 2 Feb 2016

Secondary Research Source Analysis: Books


PERIODICAL SOURCESThe article is about the success of several subscription companies in the U.S. He emphasizes how company’s success is attributed to its delivery of boxes and building of a commerce site.

Going to the DogsMildenberg, David “Going to the Dogs” Business North Carolina. Dec2015, Vol. 35 Issue 12, p58-59. 2p. Web. 2 Feb 2016

The article offers information on the business growth of a pet supply store, the business plan made to attract customers, and the investment for the property.

It’s a dog and cat world for reining in housewares salesMcMath, Robert “It’s a dog and cat world for reining in housewares sales” Brandweek.Feb1994, Vol.35 Issue 7, p43. 1p. 2 Color Photographs. Web. 2Feb 2016.

Presents products for pets. That were relevant back in the 90s for domestic pets.

Pampering Pooches by SubscriptionHelm, Burt “Pampering Pooches by Subscription” INc.Sep2015, Vol 37 Issue 7, p46-48. 2p. 1 Color Photograph. Web. 2Feb2016

Secondary Research Source Analysis: Periodicals


WEBSITE SOURCESNational Retail FederationSoltes, Fiona “Engaging Customers: Hook, Line and Sinker” NRF, 20 Jan 2016. Web. 4 Feb. 2016

Focuses efforts toward engaging consumers must focus less on pushing a message out and more on drawing people in. Bloomberg BusinessCao, Jing “When Birch-box Starts Opening Stores, You Know We’ve Reached Peak Subscription” Bloomberg Business, 10 Nov 2015. Web. 4 Feb. 2016

Bark & Co. Followed a similar path, starting with the Bark-box. Subscribers received a monthly delivery of treats and toys for their dog. National Retail FederationGiesen, Lauri, “Follow the Leader” NRF, 18 Jan 2016. Web 4 Feb.2016 Pink harnesses influential customers to increase sales

Bloomberg BusinessBloomberg, “Michelle Phan’s High-Tech Beauty Subscription Service” Bloomberg Business, 14 Sep.2015, Web. 4 Feb 2016.

Marcelo Camberos and Jennifer Goldfarb, Ipsy’s co-founders, discuss the subscription beauty box business with Bloomberg’s Emily Chang on“Bloomberg West.” Bloomberg BusinessJohnson, Bobbie “Boo Who? Europe Biggest Dot-Com Casualty Is Back” Bloomberg Business. 12 Apr. 2011, Web. 4 Feb.2016

Boo.com was Europe’s equivalent of Webvan or Pets.com: a huge and explosive online brand that grew rapidly on the back of $188 million in VC money

Secondary Research Source Analysis: Websites


INTERVIEW ANALYSISAfter sitting down and talking to some of my interviewees I came down to a consensus on a way to build a website that would satisfy the needs of the user. Feedback from each candidate really narrowed in what my competitors did not input into their sites. Interviewee Brandon Turner suggested that a variety of products or being given the option to pick treats or toys that people may think their dogs would like is an affective way of beating your competition. Interviewee Reginald Williams Sr. thought similarly to Brandon Turner but included in depth the quality of treats or toys he would like to see in a box subscription service. He felt that his dog deserves all-natural products and toys that would be indestructible. Lastly interviewee Nicole Mulcare thought more on the accessory side of things when it comes to a box subscription service. She would like to see collars or a flea stick inside a monthly box.

Additionally looking into the data collected two out of the three participants spend over a hundred dollars a month on their pets. This helps me as a developer because I could gain better insight when it comes to pricing the box subscription service. This data also showed me a glimpse as to the type of people that fit my target audience. Although one out of the three candidates spend under a hundred dollars a month on their dog, he is still a part of my target audience. I intrigued all three candidates with appeal and interest into what they would like and I think it pays off.

Lastly each of the interviewee fell in love with the concept of a box subscription service that featured at least more than one item that they would be able to chose for their dog, the addition of a dog newsletter, or monthly magazine included with the subscription, and the extreme decrease in the amount of money they would have to spend on their dogs on a monthly bases. These

Primary Research Evaluations

results ultimately showed that the research and data collected was a success and that I should move forward with a market strategy.

INTERVIEWEES: NICOLE MULCARE, BRANDON TURNER, REGINALD WILLIAMS SR.


Market Analysis

INDUSTRY DESCRIPTION AND OUTLOOKThe industry in which my company resides is the Pet and Pet Supplies Stores. Companies in this industry operate physical retail establishments that sell pets, pet foods, and pet supplies. Major Companies include Pet Smart, Pet co Animal Supplies Store, and Pet land (all based in the US).

TARGET MARKETThe global pet and pet supply store market is concentrated in the Americas, Europe, and the Asia/ Pacific region; The US pet and pet supply store industry includes about nine thousand establishments. There are opportunities in Luxury Pet Products, Pet Ownership Abroad, and Providing Medical Advice.

DISTINGUISHING CHARACTERISTICSThe current trends include Home-Cooked and Raw Food Diets, Rapid Expansion of Pet Superstores, More revenue from Pet Services, Pet Humanization Means Higher Spreading, and More Imports Equals lower Prices. • Home-Cooked and Raw Food Diets – dog and cat foods that closely

resemble human food.• Rapid Expansion of Pet Superstores – Fueled by historical growth in pet

ownership, chains introduced superstores.• More Revenue from Pet Services represent a small, but profitable and

growing, segment sales for pet stores.• Pet Humanization Means Higher Spending – As owners treat their pets

more like children, demand for premium products

PRIMARY TARGET MARKETMy target market would be individuals or couples with domesticated dogs that are pet parents. Pet Parents would reside between the ages of thirty to sixty that spoil their pets.

LOCATION4525 N Claiborne AveNew Orleans, Louisiana

Reason behind this location is that it allows the Villalobos Rescue Center to come next door to get examines for the dogs, Villalobos does not have to travel far to give dogs a bath, allows foster parents to pick up necessary supplies before taking their pets home.

PRICING STRATEGY

High volume, low price “mass market brand”

COMPETITIVE ANALYSIS My direct competitors are Bark-box, Pet box, and Bugsys Box. My indirect competitors are Pet smart, Pet co, And Pet land. My direct competitors offer treats and toys. My indirect competitors are retailers of pet food and supplies.


Regulatory Restrictions

The Americans with Disabilities Act (ADA) is the federal legislation that gives civil rights protections and guarantees equal opportunity for individuals with disabilities in: •Public accommodations •Employment •Transportation •State and local government services •Telecommunications In June 2001 Section 508 of the Workforce Rehabilitation Act went into effect specifying the requirements for accessible Electronic and Information Technology that each federal agency needed to follow. As part of its responsibility under this law to provide technical assistance to help agencies comply with these requirements, GSA’s Office of Government wide Policy (OGP) authorized development of a suite of automated tools--the Buy Accessible System. These tools simplify compliance with Section 508 and provide a paper trail to demonstrate compliance. The main tool for agencies is the Buy Accessible Wizard, which is available to any agency at no cost.

INTENT•Ensuring that government acquisitions of electronic and information technology meet federal accessibility requirements for use by people with disabilities;

•Delivering solutions for successful federal agency compliance with section 508

SECTION 508•Linking buyers to vendor information about product and service accessibility;•Giving industry an easy way to provide accessibility information on their products and services; •Emphasizing Section 508 compliance as an integral part of the federal acquisition process.


Design Brief

THE PURPOSE of developing this product is to create a better value of quality products for dogs. The way our product would be delivered through a box-sub-scription service. This service provides people with the chance to try new products monthly for their pets, instead of sticking with the same old, same old, products.

The type of business that we are developing is a box subscription service for dogs. The competition is Bark-box, Pet box, and Bugsy’s Box. The holes in the market are International marketing, providing medical advice, or luxury pet goods. The segment of individuals who apply to my target audience are individuals or couples with domesticated dogs that are pet parents. Pet parents would reside between the ages of thirty to sixty that spoil their pets.

DEMOGRAPHICS would include highly populated cities like New York, Los Angeles, and Chicago, the psycho graphic profile would be pet parents. They live in cities or urban areas. Hopefully they already buy products in this category.

MY PRODUCT LINE WOULD CONSIST OF : Dog Bones,Healthy dog treats Chew toys Medical advice/brochure/Magazine Our Product line is different from the competition because our competition does not offer medical advice, luxury goods, or dog bones.

THE BUSINESS OBJECTIVE is to provide customers with information about their pets and healthy products so that their pets live a long healthy life. The design strategy includes packaging that is appealing to my brand. A website that features a modern concept, and an advertising campaign that captures the attention of my target audience in the U.S. and abroad. Time line: Three to eleven monthsCost of advertising- $200 to $1500Cost of Server/ cost of building: Low end price of $27,000 or $58,000

MILESTONES: 3rd month have the information architecture of the site done.4th month make sure the site is secure with all protocols and is in section 508 compliance5th begin testing for the launch of the website.6th month release the final product of the website.


Sample Color Palette

#181a19 #133056 #b1ceeb #6fceb0 #f85b74

Sample Typeface

Garamond Regular - ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxy0123456789 - 12pt

Garamond Bold - ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxy0123456789 - 12pt

Sample Photographs

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Quisque non sodales turpis, at feugiat metus.

Designer Notes

This design is intended to be both professional yet playful and appealing in tone. The color palette was chosen with the audience in mind. Bringing a sense of a nuetral color pallete to both male and females. The brighter colors would be used as design elements around the website, while the darker colors would be used mainly for the display text and/or logos, links, and social media.

Simple serif web safe fonts would be use as body of the copy clean and easy to read for the user. While the san serif font would be used as a display font and heading.The sample photogra[hy featured is just a glimpse into something I would like to showcase on the website. Along with the packaging.

Logo Font

Display Font

Moodboard


PROJECT OVERVIEW AND BACKGROUNDThe current company portfolio lacks visual representation of what it is trying to achieve. The portfolio needs one hundred percent clarity. The consumer wants healthy, organic and/or all-natural products, options and a decrease in the amount of money they spend each month. The ultimate design solution is to create a website that incorporates user feedback, company branding, and a cohesive visual appearance across all platforms.

CATEGORY REVIEW

list of PRoducts

Dog Toys Dog Bones Dog TreatsMagazineEvery item listed is apart of the box subscription service for dogs.

the comPetition BarkboxBugsy’s BoxPupbox

PRicing and PRomotion

Create an advertising campaign that allows users the opportunity to understand the brand. Once the relationship is setup between the consumer and company we can proceed onto the pricing aspect.

Information Architecture

BRand New Modern, safe and reliable, yet professional company. We present the service and all its options ahead of subscribing, or a preview for the consumer.

categoRy(oR industRy) tRends

• More Revenue from Pet Services• More Imports Equals Lower Prices• Pet Humanization Means Higher SpendingServices generate store traffic, increasing the potential for sales of pet products.As owners treat their pets more like children, demand for premium products and services increases.Cheap manufacturing costs in countries like China allow pet supply companies to produce low-cost pet products.

comPany Business stRategy Is to provide quality service for our consumer and their pets.

taRget audience RevieW Pet Parents ages thirty to sixty who live in urban and/or rural areas who have at least a middle school education. Their interest include Online shopping, nature, and spoiling their pets. Pet parents usually do not have children or on the contrary have children that flew the coop.comPany PoRtfolio

Skarf uses a monolithic brand strategy , that contributes a percentage of its profits to Villalobos Rescue Center, a non-profit organization.


Information Architecture: Plan

BUSINESS OBJECTIVE AND DESIGN STRATEGYBusiness Objectives: Showcase Quality, Create a promotion campaignIntegrate user feedback, Incorporate our premiere non-profit organizationDesign Strategy: Use images and clean design concepts Have “Skarf “ known on a global scale Incorporate users input into the website Showcase our feature non-profit.

PROJECT SCOPE, TIME-LINE, AND BUDGET

infoRmation aRchitectuRe

Time frame: week 3People involved: myselfApprovals: Professor Duca and SordoniBudget: time

mounted logo & stationeRy set

Time frame: week 3People involved: myselfApprovals: Professor Duca and SordoniBudget: $10

guidelines


mid-teRm cRitique

Time frame: week 5People involved: myselfApprovals: Professor Duca and SordoniDeliverables: Information Architecture Stationery Set Guidelines Mocks/Comps

comPleted mocks/comPs

Time frame: week 8People involved: myselfApprovals: Professor Duca and SordoniBudget: time

final ReseaRch Book


WeBsite



THE LAST THREE PHASES• Final approval of project• implementation• measurement metrics

THE PHASES• Weekly Time log• Testing• Re Interview the Interviewees for testing.• Target Audience Review

THE MOST COMMON APPROACH• Competitors are using a combination of pricing,value and empathy.

Barkbox uses the straightforward sales approach to gain subscribers. • A lot of images and graphics elements in designing for their website.• Pet Supplies Plus incorporates illustrations for their background but

lack convenience• Other box subscription services follow Barkbox lead.

Information Architecture: Plan


BB PB PSP

AuthorityHas the site been updated/published?

Does the site have clear contact information?

AccuracyIs the site consistent on every page?

ObjectivityDoes the site reach its goals of branding to a particular aidience?

Does he site try to sell you items based on marketing strategies?

CurrencyWhen was it produced?

When was it updated?

CoverageDoes the site load quickly on all devices?

3 2.7 34.5 3 4

4 3.7 4

5 5 54.5 3 4

3 2 43 2 4

3.5 3 3.56.1 4.9 6.3

Information Architecture: Competitive Analysis

EACH CATEGORY WAS JUDGED ON A SCALE WITH THE LOWEST AMOUNT OF 1 AND THE HIGHEST AMOUNT OF 5.


AUTHORITYThe sites credentials are not posted in the bottom navigation. The contact us page was very clear and precise.

ACCURACYThe theme used in creating the site is carried out consistently on each page.

OBJECTIVITYSite uses images and marketing strategies in order to brand its content.

CURRENCYThe site was published in 2012 and is supposedly updated regularly.

COVERAGESite takes a little more than a second to load on mobile devices, particularly on wi-fi networks.

PURPOSEThe layout and design makes the site easy to navigate, but somethiings require a subscription to view content.

BARKBOX www.barkbox.com

Information Architecture: Comparative Analysis


AUTHORITYThe sites credentials are not posted in the bottom navigation. The contact us page was not as clear as it should be.

ACCURACYThe theme used in creating the site is carried out consistently on each page, but I feel that the color scheme is off.

OBJECTIVITYSite uses images and marketing strategies in order to brand its content.

CURRENCYThe site does not have a publishing date on the website.

COVERAGESite takes a little more than three seconds to load on mobile devices. Particularly on wi-fi networks.

PURPOSEThe layout and design makes the site easy to navigate, but somethings require a subscription to view content.

Pupbox www.pupbox.com



AUTHORITYThe sites credentials are posted in the bottom navigation. The contact us page was clear and easy to navigate.

ACCURACYThe theme used in creating the site is carried out consistently on each page, differently from the others.

OBJECTIVITYSite uses a nice illustration as a background that works well with the site. The illustrations work well with the target market.

CURRENCYThe site was published in 2015, and is updated on a regular basis.

COVERAGESite takes a little more than three seconds to load on mobile devices. Particularly on wi-fi networks.

PURPOSEThe layout and design makes the site easy to navigate, but somethiings require a subscription to view content.

Pet Supplies Pluswww.petsuppliesplus.com



COMPANY NAME


COMPANY SLOGAN

PURPOSE OF NEW SITE

“We take care of you, so you can take care of them”

Based on the analysis of other websites, a new website will be built upon he purpose of provide people with quality pet supplies, service, and usability. Skarf will provide customers with quality items each month at a low cost. “We take care of you, so you can take care of them”

AUTHOR

CONTACT INFORMATION

Reginald Williams Jr.

[email protected]@stu.ai.edurwilliamsjr.aisites.com

HAND-OFF TO ENGINEERING

May, 2016

PRODUCT RELEASING

June, 2016

Information Architecture: Company


COMPANY NAME


COMPANY SLOGAN

“We take care of you, so you can take care of them”

FONTS

Dense, Garamond

PERCEPTION/TONE

Playful, Alluring, Professional, user -friendly

COMPANY BACKGROUND

SKARF is a Ecommerce site that sells box subscriptions for dogs. This company is enthusiastic and alurring in an already trendy scene. This is a way for people to buy items and have them delivered to your front door.

GOALS OF THE COMPANY

AUDIENCE

The main audience are pet parents who are looking for a easy and convenient way of shopping for their dogs.

The secondary audience is anyone who has a dog and would like to try something new.

COLORS

To ensure quality supplies and service to all its subscribers.To make usability a number one factor, with greatcontentAdvertise the quality of service and goods to each and every subscriber.

#181a19 #133056 #b1ceeb #6fceb0 #f85b74

Information Architecture: Company

#fff


NAME: LINDSAY BELK

LOCATION: INDIANAPOLIS, INDIANA

INTERESTS: SHOPPING , COOKING , AND READING

FAMILY: 1 SISTER

COMPUTER: MACBOOK PRO

CONNECTION SPEED: 50MBPS

GOALS: TO TEACH AND EDUCATE NOT ONLY PEYTON BUT THE YOUTH AS WELL IN INDIANAPOLIS AREA.

“ SHE’S MY BABY GIRL, SO I HAVE TO SPOIL HER”Lindsay Belk often has trouble deciding which outfit to select for the day. When that problem extends to her 2-year-old dog Peyton, it gets a bit extreme. The Yorkiepoo a mix of a Yorkshire terrier and poodle has more than 40 outfits, all neatly hung in her own closet. They include sun dresses, a bikini, a bikini cover-up, Indiana Pacers and Indianapolis Colts outfits, sweaters, winter coats and raincoats. But that’s just the tip of Peyton’s posh lifestyle. The pooch lives with Belk, 32, who is single and is an orthopedic physician’s assistant. Peyton gets blueberry facials for $45 at a dog spa. Belk grills fresh chicken to add to her dog food. Peyton drinks out of a filtered water fountain. She has play dates with other dogs. While she spoils her pets, the Carmel woman is like any mother as she also educates, teaches and disciplines. Peyton knows how to sit, lie down, shake, roll over, dance, and get in the car and cross the street. She’s learning to turn right, left or go straight when the two run. She also has “time outs” in her crate when she’s bad. At times, friends and family tease Belk about her dog antics, but it’s not all her doing. Take the 40-plus outfits. Belk claims most of those came from Peyton’s “Auntie” Kennedy, who is Belk’s friend. And it’s not like they will go to waste. “Her new little sister will be wearing some of Peyton’s hand-me-downs,” Belk said.

Information Architecture: Persona


NAME: FRANK AND BECKY BRADFORD

LOCATION: INDIANAPOLIS, INDIANA

INTERESTS: TRAVELING, BIRD WATCHING, AND DANCING

FAMILY: TWO SONS, A DAUGHTER, AND GRANDMA

COMPUTER: HP ENVY 27


GOALS: TO FIND A LOCATION WHERE THEY

CAN EXPAND THEIR DOGGY FAMILY.


“ NO MORE CHILDREN SHE SAID, SO WHY NOT DOGS”The first two dogs Frank and Becky Bradford had were named Nuisance and Bother. Frank selected the names. “I called them Baby,” said Becky, who owns The Pet Company, a pet-sitting service in Indianapolis.Frank never was an animal person. He likes kittens, but doesn’t like them when they grow up. He gets why people like dogs, but he’s not overly fond of them. Yet, somehow the couple, who have been married 23 years, have managed to take Frank’s love-hate feelings toward animals and overcome it. They have five dogs and two cats, all living inside their home. Among their family of canines is Leopold Maxwell, a chow/golden retriever mix,and Jojo, who they think is either an American Eskimo or Border collie mix. There is Tater, whose real name is Potato because he looks like a potato a brown and white beagle mix with a lumpy head. And there is Penelope, either a miniature pincher mixed with a larger dog or a Rottweiler mixed with a smaller dog. Then there’s Rusty, a beagle who right now has cancer and is undergoing chemotherapy. The dogs have a lot of clothes. All the animals are, admittedly, “very spoiled,” according to Becky. But they have rules and manners and they follow them most of the time.


NAME: CHRIS AND DEBBIE

LOCATION: PHOENIX, ARIZONA

INTERESTS: BLOGGING, PHOTOGRAPHY, AND RUNNING

FAMILY: NO CHILDREN

COMPUTER: IMAC


GOALS: TO EXPAND THE FAMILY WITH

CHILDREN OF THEIR OWN.


“ ITS THE REASON OUR RELATIONSHIP BEGAN, THE PUPS”Chris Denny tries to not brag to friends about his four dogs. He thinks twice before posting photos on Face book. Chris, 45, a business analyst, and Debbie, 48, who works in a dental office, are the proud parents of Daisy, who is blind, and Stevie (both puggles), Peyton (a Pekinese-pug mix) and Hazel (a Boston terrier). All six sleep in bed together. They buy cupcakes to celebrate each dog’s birthday. And, recently, Chris tracked down birthday hats so he could take pictures of the dogs wearing them. The couple, who have been married almost four years, have no children. This is the first marriage for both. Both came into the relationship loving dogs, but “being together, we’ve made each other more dog lovers,” Chris said. They’ve even started a side gig, Smiling Dog Photography, taking pictures of pets. Debbie did admit that Stevie is “kind of my favorite.” He’s “rotten” and always pushing other dogs out of the way if he’s not getting enough of his parents’ attention. Maybe it’s because he’s the baby at age 3. But that status likely won’t last for long. The Denny’s have run out of room at their current home, but once they up-size that will mean at least one more dog.


Landing Page

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CREATE NEW ACCOUNT

USERNAMEPASSWORDE-MAILFULL NAMEADDRESS...

THIS INFORMATION HASBEEN REGISTERED

NEWACCOUNTCREATED

END

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START STOP INPUT DATA OUTPUT DATA DECISION

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FUNCTIONSTART STOP INPUT DATA OUTPUT DATA DECISION

RESET PASSWORD

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Wireframe: Home Page

HOME WIRE FRAMES


Wireframe: Subscribe

SUBSCRIBE WIRE FRAMES


Logo Usage

LOGO USAGEUse only approved SKARF logo artwork

BOX SUBSCRIPTION SERVICE BOX SUBSCRIPTION SERVICE

OTHER COLOR REVERSED LOGO FULL-COLOR POSITIVE LOGO

• Use the positive version on light or white backgrounds. • The full-color reverse logo may be used on dark color backgrounds, as well as dark

areas within photographs.• The logo is not accompanied by the registered trademark symbol (®).


Logo Usage

LOGO USAGE CONTINUEDHOW TO PROPERLY STAGE THE LOGOTo properly stage the logo, a minimum clearance between the logo and other elements must be maintained. The cap height of the B in the logo indicates the measurement of minimum clearance between the logo and other elements on all sides of the Logo.


B

Information Architecture Continued

B

BBSIZING THE LOGOThe width of the logo must always be at least 125 pixels for on-screen or 2 inches for print.



On-screen: 125pxPrint: 2 in.

Actual Minimum Size


Logo Usage

LOGO USAGE CONTINUEDWHAT IS REQUIRED FOR THE USAGE OF THE SKARF LOGO• The logo may not be displayed as a primary or prominent feature on

any non-SKARF materials. Companies using the logo pursuant to these guidelines must also display in the primary and more prominent position, their own logo(s), business name, product names, or other branding.

• The logo may not be imitated or used as a design feature in any manner.• The logo may not be used in a manner that would disparage SKARF or its

products or services.• Neither the logo nor the SKARF name may be used in any other company

name, product name, service name, domain name, website title, publication title, or the like

• Non-SKARF materials should not mimic any SKARF advertising, product packaging, or website design.

EXAMPLES OF INCORRECT LOGO USAGEThe logo must be used as provided by Microsoft with no changes, including but not limited to changes in the color, proportion, or design, or removal of any words or artwork. The logo may not be animated, morphed, or otherwise distorted in perspective or appearance.

BOX SUBSCRIPTION SERVICE BOX SUBSCRIPTION SERVICE


DO NOT FLIP THE LOGO DO NOT ADJUST PROPORTIONS

DO NOT CHANGE THE FONT

box subscription service · and train their dogs. executive summary the main goal of skarf is to...

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