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BUSINESS OR ORGANIZATION PLAN YLAI PROFESSIONAL FELLOW CANDIDATE
NON PROFIT ANIMAL RESCUE ORGANIZATION GARRAS Y PATAS
Address: Sotero del Rio Nº 508 office Nº 619, Santiago, Región Metropolitana, Chile
Country ZIP Code (Country Code): 8340297
Telephone: +56227617181/+56967269728
www.garrasypatas.cl www.facebook.com/garras.patas
Twitter: f_garrasypatas Instagram: garrasypatas
YouTube: user/VIDEOSgarrasypatas
Mission/ Vision Statement The mission statement should be 30 words or fewer, explaining your organization or company’s purpose and guiding principles. Solve the country’s serious problem of abandoned pets overpopulation by rescuing, recovering and relocating them, performing massive sterilizations and educating the community. General Description/ Executive Summary. In one paragraph, please describe what the company/ organization does and what services it provides. Rescue, recovery, sterilization and relocation in new homes for abandoned dogs and cats, as well as community education in responsible pet ownership and the importance of sterilization. Goals and Objectives. Please describe your business/ organization goals for the next year, including specific objectives, in a chart (see example below). Goals are markers for where you want your business or organization to be. Objectives are progress indicators along the way to goal achievement. *Please list at least 3 goals. Goal(s) Objective(s) RESCUES/ADOPTIONS: Achieve 600 adoptions between January and December 2016.
Achieve 50 monthly adoptions:
Adoptions via internet publishing: Each
volunteer must give away at least one dog
or cat per month (we’re 20 volunteers).
Adoptions via events: We organize two
Adoption Days each month, and in each
event at least 15 dogs find new families. https://youtu.be/DBoqdzILGq8
FOSTER HOMES: To have 50 available foster homes by December 2016. (In Garras y Patas we have 10 slots in a payed dog shelter, the other foster homes are from families that help us taking care of a stray dog or cat for free. All the expenses that come from having the pet at home such as
To get new foster homes each month:
Campaigns to get five new foster homes
each month.
food, medicines, etc. are covered by us.)
Increase loyalty of current foster homes:
Campaign to keep our current foster homes.
Approximately 30% of the new homes last
only a week.
HUMAN RESOURCES: Procure 20 qualified volunteers by December 2016.
New volunteer selection: Select 10 new
volunteers each month.
Training: Conduct a training event each
month.
Personalized volunteer training: Perform
personalized training to new volunteers for
two months.
Volunteer team inclusion: Engage new
qualified volunteers in a work team for a
month.
Volunteer graduation: After three months
of training, volunteers who have fulfilled
their assigned tasks get graduated.
BUDGET: Achieve a monthly collection of CLP $2.500.000.
Partners: Achieve a monthly revenue of CLP
$500.000 from partner contributions.
Collections: Achieve a monthly revenue of
CLP $1.000.000 from social media
collections for dramatic rescue cases (2
collections per month).
Godparents: Achieve a monthly revenue of
CLP $250.000 (10 people) from the
continuous “Sterilization Godfather or
Godmother” campaign in social media.
Charity events: Achieve a monthly revenue
of CLP $250.000 from the following events:
Solidary birthday: Birthday boy or girl asks
guests to make donations to Garras y Patas,
instead of bringing presents for him/her.
Solidary wedding: The bride and groom
make a donation to Garras y Patas. In return
they receive a small present for the
wedding guests.
Funeral wreath: We receive a donation on
behalf of a deceased person, in exchange
for a donation certificate in his/her name.
Raffle: Achieve a monthly revenue of CLP
$250.000 from a raffle whose prizes are
donated by third parties. (The raffles are
conducted twice a month).
Merchandising: Achieve a monthly revenue
of CLP $250.000 from sales during our two
Adoption Days.
PUBLIC RELATIONS: Increase by 20% the number of followers on all of our social networks.
Hashtags: Use and promote our hashtags
on social media.
Prized contests: Conduct two prized
contests on social media per year.
Educational canine behaviour campaigns:
Campaña constante.
Educational pet care campaigns: constant
campaign.
Educational campaign about massive
sterilization: constant campaign.
Conscious consumer educational
campaign: constant campaign.
Happy Endings Album: Updated monthly
with “before and after” pictures of our
rescued pets.
Rescued and Adored Album: Updated
monthly with pictures of our dogs and cats
with their new families.
Response to comments and messages on
social media and email accounts:Maximum
response time 24 hours.
Consumers / Beneficiaries Who are your current or target consumers or beneficiaries? To whom do youmarket/ offer your products or services? Every citizen in Santiago de Chile freely benefits from the Organization’s work. Overpopulation of abandoned pets causes serious problems such as animal suffering, excrement on the streets, scattered garbage, traffic accidents, attacks or bites (indirect health costs and absenteeism), transmission of parasites and diseases and a general bad image of the country to visitors. The rescue of stray dogs/cats and performance of massive sterilizations to reduce overpopulation of abandoned pets helps lessen all these problems. Industry
Describe your industry. Is it a growth industry? What changes do you foresee in the industry, short term and long term? Chile’s population is aging, the number of children per capita has decreased and the number of pets per capita is increasing. Pets are also being more valued and cared for every day. This means that the task of relocating rescued pets gets easier. In the short term, it promotes adoption and brings more contributions, yet the problem still exists so in the long term we expect people to be more educated, to stop abandoning their pets on the street and become aware of the importance of sterilization and responsible ownership. Our work aims towards education. How will your company be poised to take advantage of them? We can take advantage of this mindset change to get the community to support our cause either with monetary contributions or other kinds of help (foster homes, volunteering, adopting pets). Is there competition in this industry? If so, how do you plan to differentiate your product or service? There are other Organizations like Garras y Patas, but we differentiate on the following:
● Each year, we deliver more pets for adoption than any other Organization in Chile. ● We are one of the Organizations with greater presence in social networks. ● We are the only ones answering every message and email on a daily basis, being
close to the community for advice and assistance by actively helping in many cases of injured dogs.
● Only a few Organizations conduct educational campaigns, we’re one of them. ● We are selffinanced. ● We conduct Adoption Days twice a month. ● Our partners get monthly newsletters with information on activities and
achievements. ● Our work is serious and we display it responsibly. Due to this, our reputation is very
good. How are you able to achieve venture criteria? We assess risk but are not defined by it. We are always thinking of ways to improve our work and get better results; we dare to try new things and like to change in order to get a step further. We’re the only ones with a custommade ERP, which allows us to focus on what’s important: our rescued pets. Custommade ERP:
How is the organization able to achieve their proposal social goals? The Organization has a President and Board of Directors, and is divided into groups. Each group leader divides tasks among its members and demands fulfillment to each one of them. The leader must also ensure that the group’s goals are reached. The President along with the Board leads the group leaders, verifying goal compliance, providing management strategies to solve problems and rethinking ways of achieving every objective. It is a job that requires constant improvement, innovation and ideas. Why is the agency able to achieve financial criteria? How? Garras y Patas is selffunded. We get money from partners that contribute on a monthly basis with a selfdetermined amount of money, we conduct raffles, sell branded merchandising and are always coming up with ideas for campaigns to achieve our financial goals and be able to rescue and heal injured dogs and cats. Legal form of ownership Is the company a sole proprietorship, partnership, corporation, or limited liability corporation (LLC)? No. Is the company a nonprofit or nongovernmental organization? If yes, please describe the governing structure of the organization, such as a board of directors, and decisionmaking staff. Garras y Patas is a nonprofit Organization. It is divided into five groups, each one with a leader, team members and a set of goals and tasks.
Marketing Strategy Describe your customer base and any primary and/or secondary market search findings. Our customer or user base is very wide, it includes all chilean citizens and also foreigners who wish to adopt one of our rescued pets.
Most of our adopters come from the Metropolitan Region (Greater Santiago):
Even though our adopters live in Chile, they come from multiple countries. We’ve only had one case of a family that moved with their adopted dog to Sweden.
Distribution by species (from August 2015 to April 2016):
Distribution by pet age (from August 2015 to April 2016):
Distribution by pet sex (from August 2015 to April 2016):
Distribution of adoptions during Adoption Days and out of them, via publications (from August 2015 to April 2016):
How do you promote your business or organization or sell your goods or services? We have multiple ways to promote our cause. Our contributors and sponsors such as Cencosud, Master Dog, BBVA Bank among others, help us in many ways to spread the word about the work we do. We email monthly newsletters informing partners about activities and we promote Garras y Patas mainly through our various social networks which help us get new foster homes, adopters, contributions to collections, partners and volunteers. What is your greatest source of revenue? How is your revenue stream sustainable? Our greatest source of revenue comes from monthly contributions made by partners and sponsors. These contributions are sustainable over time; since the establishment of Garras y Patas in 2012 they have increased (both the number of partners/sponsors and the amount of contributions received). Since Garras y Patas is constantly growing and having increased presence in social networks and media, we get constant offers from companies that want to sponsor us. Current ones are happy to stay and help more (we have a mutual cooperation agreements signed for an indefinite period of time with Master Dog for example). Sponsors are interested because Garras y Patas provides great showcase/positioning for their brands, fulfilling the role of corporate social responsibility and commitment. We receive daily applications of people who want to volunteer; some volunteers have been for more than three years with us. We have a pleasant working environment where we have created friendship bonds. If you are a notprofit, what is your breakeven analysis? How long will it take?What growth is necessary? We are a nonprofit, selffinanced Organization, we cover all our expenses. Now we just need to grow in order to be able to rescue more animals and hire fulltime staff that receives a salary. Operations How is your product produced? What happens in your company or organization on a daily basis? We have several products.
Rescues: Rescues need approval from the Board of Directors. If there is an available foster home, rescued animals are taken to the Veterinarian and then to their foster home to wait for a family. Adoptions: Achieved through advertisements on the internet, or in Adoption Days. Garras y Patas’ ERP assigns each week the available pets among volunteers, who must publish ads and follow the adoption protocol consisting of: eligibility questionnaire, contract signature and payment for vaccines, ID chip and sterilization if it’s a puppy. Advice for the public: This aid comes in the form of email replies solving doubts and giving advice to questions and problems posted in social networks or sent by email. Community education: educational campaigns are conducted using flyers, constantly posting them on our website and social networks. Human Resources Describe your team. Do you have a fulltime staff? Our team consists of professionals from various fields (engineers, lawyers, designers, psychologists, doctors, dentists, journalists, publicists, etc.) that work for free and in their free time. Each one contributes from its area of expertise in different activities. We also have four people dedicated full time to the Organization. Do you have board members or professional advisors? Yes, we have veterinarians and ethologists that get paid for their services, we get discounted rates and pay on a monthly basis. Do you rely on volunteer support? Yes, 70% of the work is performed by volunteers.
Strategic Alliances or Partnerships Do you have any strategic relationships with other companies/organizations to help promote your products or services? We have several strategic relationships with companies that support our work and help us spread the word about multiple campaigns to obtain funds, foster homes or other kinds of help:
Master Dog and Master Cat: Monthly food donation for our rescued pets. They also donate a gift set to our adopters and fund foster care, volunteer uniforms and Garras y Patas’ official calendar.
Cencosud Malls: Cencosud is the largest retail company in Chile, with several shopping malls in Santiago. We get physical space and funding to conduct our Adoption Days in Cencosud malls. BBVA Bank: Annual fund contribution thanks to the “BBVA Solidario” program. BBVA also hosts Garras y Patas’ bank account.
Starbucks: Contributes with snacks and beverages on Adoption Days and display our flyers in some of their premises in Santiago.
Press appearances:
http://www.mestizosmagazine.cl/garraspatas570rescates2015/
Other brands that contribute with gifts for our monthly raffles:
● Nescafé. https://www.youtube.com/watch?v=Fkwz63ywONY ● Skechers ● Cinemark ● Hush Puppies ● Absolut ● Lush ● Bunny’s ● Natura ● Dimensión Azul ● Faber Castell ● Pamela Grant