1. pets
2. dogs

Critter Campus
&
K9 University
Business Plan
Robin Habeger
238 17th Street
Ames, IA 50010
H - 515-663-9822
W - 515-239-1221
rhabeger@xrlink.net
EXECUTIVE SUMMARY .............................................................................................. 1
GENERAL DESCRIPTION OF THE BUSINESS........................................................ 1
LOBBY HOURS ................................................................................................................. 2
LIST OF SERVICES ........................................................................................................ 3
DOG BOARDING ............................................................................................................... 3
POLICE DOG/WORKING DOG CARE ................................................................................. 4
CAT BOARDING................................................................................................................ 4
EXOTICS BOARDING ......................................................................................................... 4
DOG DAYCARE ................................................................................................................ 5
TRAINING ......................................................................................................................... 5
GROOMING AND MASSAGE THERAPY .............................................................................. 6
OPEN PLAY (INTRAMURALS)............................................................................................ 7
RETAIL SALES .................................................................................................................. 7
MISCELLANEOUS SERVICES ............................................................................................. 7
FACILITIES RENTAL ......................................................................................................... 7
SITUATIONAL ANALYSIS ........................................................................................... 8
MARKET INFORMATION, POTENTIAL, AND DEMAND........................................................ 8
FIGURE 1 – DES MOINES PET OWNER SURVEY RESULTS ............................................... 11
FIGURE 2 – DES MOINES PET OWNER SURVEY RESULTS SUPPORTING STATISTICS ....... 12
FIGURE 3-EXPENDITURES ON PET SUPPLIES AND SERVICES IN DM MSA, 2001. ........... 13
FIGURE 4-EXPENDITURES ON PET SUPPLIES AND SERVICES IN DM MSA, 2006. ........... 14
COMPETITORS – BOARDING KENNELS .............................................................. 15
AVONDALE .................................................................................................................... 15
WIL-A-LO KENNELS ...................................................................................................... 16
PAW SPA ........................................................................................................................ 18
CHANTICLEER KENNEL .................................................................................................. 19
CUSTOMERS ................................................................................................................. 20
CORE BENEFIT PROPOSITION ............................................................................... 21
STRENGTHS .................................................................................................................... 21
WEAKNESSES ................................................................................................................. 21
OPPORTUNITIES ............................................................................................................. 21
THREATS ........................................................................................................................ 21
MARKETING PLAN GOALS AND OBJECTIVES .................................................. 22
MARKETING STRATEGY .......................................................................................... 23
TACTICAL MARKETING STRATEGIES.............................................................................. 23
Branding ................................................................................................................... 23
Price .......................................................................................................................... 24
Communication ......................................................................................................... 24
Conventions and Events ............................................................................................ 25
Publicity .................................................................................................................... 27
OPERATIONS ................................................................................................................ 28
LOCATION ...................................................................................................................... 28
BUILDING ....................................................................................................................... 28
ANIMAL HEALTH ........................................................................................................... 28
PET HEALTH REQUIREMENTS......................................................................................... 28
AGGRESSION POLICY ..................................................................................................... 29
FIGHTING DISEASE ......................................................................................................... 29
COMPUTER SYSTEM ....................................................................................................... 29
MANAGEMENT AND HUMAN RESOURCES......................................................... 30
ROBIN HABEGER, MCRP, MBA (OWNER, MANAGER) .................................................. 30
JILL HABEGER (ASSISTANT MANAGER, BOARDING, TRAINING) .................................... 30
LABOR MARKET ............................................................................................................ 31
EMPLOYEE DRESS .......................................................................................................... 31
FINANCIAL INFORMATION ..................................................................................... 32
ASSUMPTIONS ........................................................................................................... 32
INCOME ................................................................................................................... 32
EXPENSES ................................................................................................................ 33
Notes on the Statement of Cash Flows: .................................................................... 35
APPENDIX A—MANAGEMENT RESUMES ........................................................... 36
APPENDIX B – CLASS OFFERING ........................................................................... 40
Profit and Loss Statement, Cash Flow Statement, Start Up Costs, and
Building Specifications
Business Overview
Executive Summary
The pet industry is a major segment of the U.S. economy. In 1999, American
pet owners spent over $26 billion on their small companions, and in 2000, this
figure is expected to surpass $27 billion. Recent growth in all segments of the pet
industry has provided an opportunity for both existing players and new entrants
that have been increasingly active since the beginning of the 1990s. Changing
demographics, new lifestyle trends, and a shift in American attitudes towards
pets have led to a significant increase in consumer expenditures during the past
five years. A growing number of players; consolidation among manufacturers,
retailers, and service providers; globalization of the American economy; and the
explosive growth of e-commerce have transformed the maturing pet industry into
a dynamic, highly competitive environment.
Critter Campus will take advantage of this change in attitudes by becoming
the premier pet services center in central Iowa. A pet services center is a
business that provides a ‘one-stop-shop’ to most pet owners needs. This may or
may not include veterinary services. Current market trends have shown that
veterinarians are moving towards medicine only based practices. Boarding,
retail, and other peripheral services are not offered. Critter Campus will provide
most services required by a pet owner as well as be a retail outlet for pet
essentials and guilt driven purchases.
General Description of the Business
Critter Campus will provide commercial pet services at a professional level.
These services include: dog, cat, and exotics boarding, police/working dog
boarding, dog day care, cat and dog grooming, dog obedience and agility training
(K9 University), canine massage, grooming instruction, retail sales, and open
play for dogs. The perception conveyed to all customers is that Critter Campus
is the premier place to bring their pet. There are currently no other operations in
the Des Moines metropolitan statistical area (MSA) or state of Iowa that provides
this combination of services. There are no kennels in the Des Moines MSA that
will have the high level of care and facilities that Critter Campus has.
The atmosphere of Critter Campus will reassure people that their pet will be
well cared for and have plenty of individual attention while they are away. The
professional demeanor and dress of staff, extensive check in questionnaire, a
large selection of activities for their pet to participate in, and report cards for all
guests will help facilitate this perception. The facility will incorporate natural light
and the concept of living rooms. The facility design and all procedures will be
constructed to help alleviate owner concerns. In addition, as part of the fun and
educational aspect of Critter Campus, mascots will be incorporated into the logo,
newsletter, and front lobby. Two prairie dogs, Snicker & Doodle, will have a
1
Business Overview
habitat in the lobby, be present at all marketing events, and have a column in the
newsletter.
In the future, the business will expand with demand. The construction of
additional facilities to meet the demand for boarding space (including executive
suites), grooming facilities and training facilities are a part of that vision.
Additional features such as a physical therapy wing to be rented by outside
entities, an outdoor training facility, rental space for owner/pet outdoor play or a
dogger jogger track, and extensive retail sales would be added as demand
suggests. Critter Campus will be a trip generator for pet owners in the Des
Moines MSA. The target market for this business will be any pet owner in the
Des Moines area. Specifically, K9 University will be an education facility for dogs
and dog owners.
Traditionally the boarding business is very busy during the Christmas holiday
season, spring break, summer vacation season and most other major holidays.
Other times of the year the boarding business is relatively slow. However, this
seasonality will be alleviated by offering other year round services such as the
dog day care, training, and grooming. Research into the size of the market and
target market audience is located in the marketing section.
Lobby Hours
Monday- Friday 6:30am – 8:00pm
Saturday 8:00am – 5:00pm
Sunday 12 Noon – 6:00pm
The American Boarding Kennel Association is the national trade group
that informally governs boarding kennels. There are several dog training
associations and groomer associations within the United States. These trade
organizations will be used to help establish good business practices and for
employee education programs.
2
List of Services
List of Services
Dog Boarding
Boarders are encouraged to bring their own food and one favorite toy. This
helps to reduce the stress of boarding on the animal. A 50% deposit or credit
card number is required for all guest stays.
The number and sizes of runs are:
15 – 5x3 (small dogs – Corgi, Jack Russell Terrier, Dachshund)
55 – 6x4 (medium to large dogs – Border Collie, Labs, Golden Retriever)
10 – 5x9 (extra large dogs and dog families – St. Bernard, Great Dane)
Services included in the boarding fee are:
 At least two walks per day
 Superior sanitation systems and temperature controlled
environment
 Ample outdoor exercise and optional daycare play
 Complimentary food for easy digestion
 Elevated beds for each suite
 Afternoon toy and treat for every guest at no extra charge
 Complimentary departure bath for dogs staying 3 nights or
longer
 Television monitoring and supervision 24 hours a day.
 Bedtime snack
Optional Services
 Daycare attendance for boarding dogs (discounted rate)
 Coat brushing
 Video of dog in day care
 Professional bath (groom may be added on to 3 night stay)
 Massage
 Extra 20-minute exercise-group
 Extra 20-minute exercise-individual (fetch, agility, obedience,
etc.)
 Extra Handwalk
 Frozen Kong (peanut butter and dog food)
 TV’s in suites
 Web Cam
Drop off and pick up during regular lobby hours. After hours pick up will result
in extra charges.
3
List of Services
Police Dog/Working Dog Care
Critter Campus will be able to provide safe and sanitary housing for public
agencies to board official canines associated with public safety organizations.
These facilities will include totally enclosed runs, both inside the building as
well as out. The runs will have guillotine doors so that staff may open a door
allowing the animal to move unaided into an outside run. Staff will then close
the door and be able to clean the run. Critter Campus will work diligently with
public agencies to meet any special care requirements and work within agency
cost limits.
Public agencies possessing canine units: Iowa State Patrol, City of West Des
Moines, City of Urbandale, Boone County, and City of Des Moines.
Drop off and pick up during regular business hours or by appointment at no
extra charge.
Cat Boarding
Cats will be boarded in a different part of campus than the dogs. An aviary will
provide entertainment for all boarders. For those feline guests who are
comfortable with others, we will provide ‘cat colony’ playtime. Soothing music
will be piped in for all residents and daily snuggles are also included. There
will be twenty-five cat condos.
Additional Services:
 Coat brushing
 Web Cam
Exotics boarding
Exotics would be boarded in a different part of campus than the dogs or cats.
Detailed instructions will be required for all exotic pets and advance
reservations are mandatory. Soothing music will be piped in for all residents
and twice daily snuggles are also included for those animals that need them.
Additional Services:
 Coat brushing (if appropriate)
 Web Cam
4
List of Services
Dog Daycare
Dogs will be able to play with friends and have use of the inside and outside
daycare facilities, including slides, mazes and other play equipment. During
the summer this includes a fenced in paved play area and a ‘swimming pool’.
Staff monitors participants at all times. The indoor play area offers plentiful
natural light. Appointments for grooming can be made during daycare hours.
Whole or half days are available and purchase of monthly daycare results in a
discount.
Services included in the daycare fee are:
 Ample outdoor exercise (weather permitting)
 Nap time
 Mid Morning and afternoon treat for every guest at no extra
charge
Optional Services
 Coat brushing
 Massage
 20-minute exercise-individual (fetch, agility, obedience, etc.)
 Extra Handwalk
 15 minute video tape of your dog during daycare
Hours
Monday through Friday 6:30am – 7:00pm
Saturdays 8:00am – Noon
Training
K9 University will offer a fun and educational approach to dog training. All
classes are 8 weeks in length unless otherwise stated and last for 50-55
minutes. Proof of immunizations must be provided the first night of class and
an aggression waver must be signed. Completion of a class results in a
diploma, a dog treat, and a coupon for the next class. Small class sizes are
important so as more students register additional sections of one class may be
added.
A full list of classes offered is located in Appendix B.
Additional Services:
 Private tutoring
5
List of Services
 In-Board training
 Behavior Counseling
 Breed evaluation
As part of the training facility a comfortable waiting area would be available for
family members. This would consist of a living room/library type of
atmosphere. Animal related literature would be provided as well as
complimentary coffee and popcorn. Such items as bottled soda and juices
may be purchased. This area would also serve those clients who wish to stay
and watch their pet play during intramurals.
Hours
Classes scheduled starting at 6:00pm with the last session completing at 9pm
Monday – Thursday. Times and number of sessions can be added.
Grooming and Massage Therapy
The Campus Cut will provide a full service Grooming Salon for dogs and cats.
The grooming services would include bathing, flea baths, fluff hair drying,
combing (dematting as needed), haircuts, nail trims, brushing of teeth,
cleaning of the ears, and the application of the best dog and cat colognes.
During the grooming process each customer would also be checked over for
any abnormalities to the eyes and ears, and any cuts or abrasions to the body.
Any problems would be noted on the client’s report card and sent home with
the owner for veterinarian use.
Massage therapy would include treating grooming clientele to mini-massages
to sooth and relax any frazzled spirits. Full service massage would also be
offered for cases of injury, arthritis, pulled muscles or other physical problems
that may occur. (In cases of injury massage can be an excellent
accompaniment to veterinary care.) A basic massage class for owners
interested in aiding their canine friends to improved health and well-being
would also be offered.
Discussions are underway concerning the purchase of Nancy’s Pet Palace
client list and equipment. This would also include Nancy working part time on
a commission basis. Nancy would instruct grooming classes based on a
tuition basis.
6
List of Services
Open Play (Intramurals)
Intramurals consists of no frills dog day care. Owners would be able to bring
their dog in and either drop them off or sit in the waiting area during playtime.
We would encourage owners to remain on site to help supervise the animals.
If the owner would like to leave the cost of open play would be higher than for
an owner who will help supervise the animals. An aggression statement would
have to be signed, the animal would have to be spayed/neutered, and all
vaccinations must be current. The dog day care/training facilities would be
used. As a part of this service an animal library would be present with a small
coffee/refreshment bar for owners to sit in. During summer, intramurals may
be moved outside, reduced or cancelled depending on demand.
Hours
Friday Evenings 5:00pm – 7:00pm
Saturday 8:00am – 12 Noon
Sunday Noon – 4:00pm
Retail Sales
There will be a retail sales area located in the lobby. Here we will sell Critter
Campus and K9 University clothing and related items. Most items will be
geared towards dogs such as leashes, collars and toys. There will also be
items available from Three Dog Bakery, Solid Gold, Nutra and other wholesale
companies. Most toys and non-edible items will be marked up at least 50%100%. Items for the other animals housed in Critter Campus will be added as
demand warrants.
Miscellaneous Services
A local artist will be contacted to see if an arrangement can be made so that
sketches of residents and day care dogs can be made while they are on site.
Samples of the artists work will also be displayed in the lobby. A local
photographer will also be contacted to see if they would like to provide the
same sort of service.
Facilities Rental
Critter Campus and K9 University will have facilities available for rent to
animal associated organizations or for animal associated classes. These
organizations may be such things as, but not limited to, local flyball, agility and
Frisbee clubs, breed specific clubs, and kennel clubs. Classes could range
from massage therapy classes, grooming classes, or continuing education
classes.
7
Situational Analysis
Market Potential
Situational Analysis
The following information has been established concerning the pet services
industry.
Market Information, Potential, and Demand
According to the 2001-2002 National Pet Owners Survey conducted by the
American Pet Products Manufacturers Association (APPMA), the nation’s leading
pet industry trade association, pet ownership is on the rise. More than 63 million
U.S. households’ own pets. This finding, representing approximately 62 percent
of all U.S. households, is an increase of nearly two percent over the results from
the previous study conducted in 1998, and six percent over the trade group’s
initial results published in 1988.
Other interesting findings in the APPMA study include:
 At least one-third of all homes in the U.S. has a dog or cat.
 An estimate of the total number of pets owned indicates 68 million
dogs, 73 million cats, 19 million birds, 19 million small animals, nine
million reptiles, 159 million freshwater fish and six million saltwater fish.
 Almost half (47 percent) of U.S. households own more than one type of
pet.
 Nearly five percent of total pet owners said they would purchase a
casket upon the death of their pet.
 Except for reptiles and fish, more than 60 percent of pet owners in all
other categories said they buy gifts for their pets.
 Compared to all U.S. households, pet owners are younger, married and
have higher incomes.
The APPMA study also found that three out of 10 dogs visited a pet groomer
in the previous six months, up slightly from 1998. Forty-two percent of small
dogs are groomed. The number of large dogs being groomed increased to 25%,
up from 15% in 1998, making small dogs more likely to be professionally
groomed compared to medium and large dogs.
The growing number of pets in the United States has led to the pet industry
being one of the fastest growing markets. APPMA National Pet Owners Survey
U.S. also found that pet owning households will spend an estimated $460 each
on their pets this year.
8
Situational Analysis
Market Potential
Total U.S Pet Industry Expenditures
Year
Billions Dollars
2003
$31 est.
2002
$29.5 est
2001
$28.5 est
1998
$23
1996
$21
1994
$17
More specific statistics from the Humane Society of the United States*
concerning the cost of owning a dog outline the actual breakdown of costs.
Initial Training
$65-$130
Each year thereafter
$65-$259
Annual feeding
$201-$518
Annual toys, grooming supplies
$207
Grooming per visit
$65
Annual flea and tick care
$104
Daily boarding
$27-$39
*Converted from 1991 to 2001 dollars using the CPI
The American Veterinary Medical Association completed a study in 1997 with
numbers to calculate the cat and dog population. For the Des Moines
Metropolitan Statistical Area (MSA) these numbers are:
Des Moines MSA
Population
# Households
# Pet owning HH
Dog Households
# Dogs
Cat Households
# Cats
2000
2001
2002
2003
2004
2005
456,000
179,400
105,667
56,690
95,807
48,976
107,258
541,831
212,512
125,169
67,154
113,490
58,016
127,054
544,585
214,040
126,069
67,637
114,306
58,433
127,968
547,297
215,514
126,938
68,102
115,093
58,835
128,849
550,009
216,988
127,806
68,568
115,880
59,238
129,731
552,722
218,462
128,674
69,034
116,668
59,640
130,612
9
Situational Analysis
Market Potential
Based on these statistics the Des Moines Metropolitan area could easily
support a professional pet services center. See Figure 1 and supporting
statistics, Figure 2. Specifically residents of the west and northwest portions of
the Des Moines MSA spend a larger amount of their dollars on pet related
services and items. See Figure 3. This area expands through 2006. See Figure
4.
10
Situational Analysis
Market Potential
Figure 1 – Des Moines Pet Owner Survey Results
11
Situational Analysis
Market Potential
Figure 2 – Des Moines Pet Owner Survey Results Supporting Statistics
12
Situational Analysis
Market Potential
Figure 3-Expenditures on Pet Supplies and Services in DM MSA, 2001.
13
Situational Analysis
Market Potential
Figure 4-Expenditures on Pet Supplies and Services in DM MSA, 2006.
14
Situational Analysis
Competitors
Competitors – Boarding Kennels
There are sixteen boarding kennels operating in the extended Des Moines area.
Of these two offer training facilities, thirteen offer grooming, four offer day care,
and five offer veterinary services. None offer specific facilities for police/working
dogs or open play and many have questionable facilities. A listing of these
kennels and select information is located in Appendix C. Of the sixteen kennels
the following four have been identified as main competitors.
Avondale
http://www.avondalevet.com/
4318 SE Army Post Road
Avondale Animal Hospital was originally built in 1973 and was an 1800 sq. ft.
ranch style building. There were two exam rooms in the original facility. The
hospital served as a large and small animal facility with horses and other large
animals being trailered into the facility. Dr. Woodruff joined the practice in
1974 as an associate veterinarian and became co-owner in 1976. The large
animal portion of the business was sold in 1986 to allow full-time development
of the small animal part of the practice.
The first major building addition occurred in 1989 and allowed for two
additional exam rooms, offices and a new waiting room and reception area.
Additional basement space housed an employee apartment and a future
radioactive iodine room for the treatment of hyperthyroid cats.
The second major building addition was in 1996 and saw the addition of
Avondale Cat Hospital, Avondale Pet Resort and the grooming boutique and
child care facilities for employees’ children. A second apartment and large
conference room were also included in the addition. Maximum capacity of the
facility is 150 dogs and 45 cats. The 20,000 sq. ft. facility has staff on the
premises 24-hours a day. The facility has eight exam rooms and is staffed by
five veterinarians and a support staff of 40 full-time and part-time employees.
Avondale Pet resort is located 3.5 miles east of Southridge Mall on Army Post
Road.
Dogs
They have dorm rooms and vacation suites available for lodging. The
vacation suites have separate themes. Amenities of the vacation suites
and dorms rooms are listed below.
15
Situational Analysis
Competitors
Dorm Rooms
(18 or 24 sq ft.) 80-100




Priviacy divider (opaque
wall up to ~4 ft.)
Bed
Heated floor
Chain Link doors and
walls up to ~10ft
Vacation Suites
(40 sq ft.) 9






Window
TV
Bed
One on one
playtime
Treat at playtime
Bubble bath
Their front lobby is tiled and does contain a very small retail space (3x6
wall mounted). They provide Science Diet and Iams food. You may also
provide your own. Courtesy wellness exam is included and a walk on
scale is located in the lobby. After a stay of two days the dog receives a
free bath and three walks per day are included.
Cats
Cat condos are located away from the dogs. Each condo offers a resting
shelf and an east window along with a fleece bed. Staff visits each cat
three times each day and attends to their litter box, food, and water. The
cat playroom provides extra space to explore the aquarium, climbing tree,
and features a view of the Cat Hospital lobby. Feline playroom visitors
must be tested negative for feline leukemia.
Avondale uses Cornerstone software and books two months in advance
for the holiday season. During vacation season runs fill the week before.
No training is located on site. Additional services include: Dog playtime,
Orbit hour, and a fluff and brush.
Hours: Monday – Friday 9-6, Saturday 9-12, Sunday 5-6 (checkouts only).
Would I board my pets at this location? Yes.
Avondale is ABKA certified.
Wil-A-Lo Kennels
http://wilalo.qwestdex.com/
2801 Westover Blvd (Off of Merle Hay Road)
For over 45 years, Wil-A-Lo Kennels has been primarily for dogs and cats but
exotics may be boarded. Wil-A-Lo is located on three acres of wooded
16
Situational Analysis
Competitors
property in a residential district in northwest Des Moines. The runs are located
in a converted home at the rear of the lot.
 Each large pet gets own indoor/outdoor run
 Heated & Air Conditioned
 Complimentary food & treats (if preferred, bring your own if your pet
is on a special diet)
 Outside exercise four times a day
 Property monitored by the owners 24 hours a day
 Wil-A-Lo is licensed by the State of Iowa
 Competitive, affordable prices
Cat runs are located upstairs and doggy day care is available. Grooming is
offered on site.




Large Runs
Indoor/outdoor capabilities
Plywood floors and walls
Painted chain link doors
Outdoor runs have cement
floors, chain link walls with
no privacy fence and are
covered by fiberglass
roofing
Small Runs
 Wire cages
 Wooden cages with wire
insets (2x3)
Prices
Dogs
Small = $12
Medium = $13
Large = $14
Cats
$11.50 in the upstairs
Hours: Monday-Friday 9-12 & 3-6, Saturday 9-12, Sunday 5-7 PM.
Would I board my pets at this location? No
Wil-A-Lo is not registered with the ABKA.
17
Situational Analysis
Competitors
Paw Spa
9460 Swanson Blvd
The Paw Spa is located in a yellow warehouse across railroad tracks, located
next to TaylorBall construction storage. This business is under new
management. There are five large runs constructed of painted cement block
with chain link gates. They are in a partitioned area away from the remaining
runs. The remaining runs are chain link fence that is not secured to the floor.
The floor is painted and very little soundproofing exists. It was impossible to
carry on a conversation while touring the run area. Doggy day care is
provided at a rate of $10 per day or $5 for ½ day. Tuesday’s and Thursday’s
are booked for day care. The day care play area is located immediately
outside the large runs.
The Paw Spa does have a VIP service. It includes the pre pay of 20 nights at
a 20% discount. The owner will take all dogs on a walk at least four times a
day, five or six if she has the time. The only outside fenced in area include
two 3x 10 foot runs located just inside the front cage on the driveway. All
other walks are located next to building in an open field.
Cat boarding is located upstairs and grooming is available on site.
Prices
Dogs
~ 30 runs @ 4x4 (1 dog) = $15
~ 20 runs @ 6x6 (1dog) = $17
5 runs @ 15x10 (1dog) = $25
Cats
Upstairs: 1Cat = $9
4x4 (2 dogs) = $22.50
6x6 (2 dogs) = $26.50
15x10 (2 dogs) = $40
2 Cats = $15
Hours: Monday – Friday 7:30 – 11:30 and 1 – 6pm. Saturday 7:30 – 10:30 &
Sunday 4-6.
The Paw Spa is registered with the ABKA.
Would I board my pets at this location? Maybe.
18
Situational Analysis
Competitors
Chanticleer Kennel
709 Railroad Ave
West Des Moines
Chanticleer Kennel is located right off the Valley Junction Historical District in
West Des Moines. Across the four lane street fronting the building is a railroad
track and numerous junk cars. All runs are constructed out of four-foot tall
painted cement brick walls with chain link gates and chain link used as a roof.
Most runs are 3 ½ x 5 with a few large ones being 5 x 9. The large ones can
also be modified into smaller runs using removable doors, meaning that a
cement brick wall splits most of the larger runs. The floors of the runs are
slanted to allow for waste to flow into floor grates.
Dogs are allowed outside twice a day for a twenty-minute solitary playtime.
This playtime is in a large fenced in grassy area located at the rear of the lot.
Cats are boarded in five cat cages located in an interior room. Grooming is
offered on site.
Hours: Monday – Friday 10-6. Saturday 7:30 – 10:30 & Sunday 4-6.
Chanticleer Kennel is not registered with the ABKA.
Would I board my pets at this location? Only as a last resort.
19
Situational Analysis
Customers
Customers
According to the American Veterinary Medical Association U.S. Pet Ownership
and Demographics Sourcebook (1997) pet-owning households were more likely
than all U.S. households to be young couples, working older couples, middle
parents, older parents or roommates.
These five types of households are defined as follows
Young Couples
Multiple members, household head less than 45 years
old, no children
Working Older
Couple
Multiple members, household head 45 or more years
old, household head employed, no children.
Middle Parent
Multiple members, household head less than 45 years
old, youngest child 6 or more years old
Older Parents
Roommates
Multiple members, household head 45 or more years
old, children of any age present
Multiple members, unmarried head of household living
with nonrelative.
These five groups represented 48.1% of all U.S. households but represented
58.2% of pet-owning households. The largest portion of pet owning households
was among older parents (19.8%). A total of 44.5% of pet owning households
had household income of $40,000 or more. In addition, pet owning households
were 4.8 times more likely to be homeowners than renters. Three out of four pet
owning households lived in a house with 39% of pet owning households living in
communities of less than 500,000.
Therefore, Critter Campus and K9 University should target customers ranging
in ages from 30 to 55 years old with children that own a home. Specifically,
women with an income over $35,000 per year.
20
Marketing Plan Goals and Objectives
Core Benefit Proposition
Based on the needs and profiles identified in Critter Campus’s market the
following position statement is recommended:
Core benefit proposition: Critter Campus will provide pets and pet owners with
a full service pet care facility. The facility will be clean, safe, inviting and family
oriented place for boarding, training and grooming. This facility and staff will
work diligently to include the entire family in training and reduce the stress
animals and owners endure when being boarded in a foreign environment.
Strengths
 New facility
 Young innovative staff
 Management staff is customer oriented and experienced with animals
 First mover advantage by being the only facility to offer all these
services in one location
Weaknesses
 New in the business
 Undocumented credentials
Opportunities
 Can train staff and acquire credentials before opening in training and
care taking
 No direct competition
 Des Moines MSA has a wealth of human resources
Threats
 A direct competitor could open
 Possibility of high turnover in human resources as staff is trained
 Existing facilities could expand services to compete
21
Marketing Plan Goals and Objectives
Marketing Plan Goals and Objectives
The goals and objectives of this marketing plan are:
Goals:
 To introduce a line of services and Critter Campus and K9 University
brand recognition into the marketplace.
 To achieve maximum return on investment with the line of services.
 To establish Critter Campus and K9 University as the premier provider of
pet services in the Des Moines Metropolitan Area.
Objectives:
 To capture at least 25% of the Des Moines boarding and training market
within the next year.
 To capture at least 5% of the pet grooming market.
22
Marketing Strategy
Marketing Strategy
In order to achieve the goals and objectives previously stated, Critter Campus
should pursue an offensive strategy for market entry. An offensive strategy is the
most effective course of action for companies when entering a new market and is
essential for long-term financial performance. Also, K-9 University and Critter
Campus should pursue a head to head competition strategy with Avondale for
boarding, the Des Moines Obedience Training Club for training, and several
grooming salons. Since these competitors are good representatives of the
competitors found in this market, pursing head to head competition with these
businesses specifically will only strengthen the overall offensive market strategy.
In order to effectively execute this head to head competition, K9 University and
Critter Campus will have to rely on differentiating its services.
Tactical Marketing Strategies
The main objective is to differentiate themselves from competitors on several
levels. These levels include:
 Quality – Critter Campus would offer better facilities and more
personalized care than any other boarding facility in the area. K-9
University would offer smaller class sizes and experienced
instructors. The Campus Cut would also offer experienced staff.
 Convenience – Since the facility offers such a wide range of
services, practically all the pets needs can be met in one location
(food, training, toys).
 Personalization – By keeping extensive records and having a small
student to teacher ratio, customers will find a very homey and
personal attitude among all staff. It is our goal that your pet becomes
one of the family and is comfortable with the staff. Personalized
events such as pet birthday parties would be part of personalization.
Branding
Critter Campus and K9 University logos should be teamed in most promotional
materials. However, some of the merchandise that deals directly with
obedience or training classes would only carry the K9 University logo.
Goal: To become the premier pet services provider in central Iowa.
Logo: An Ivy League location for your pet to stay, play and learn.
23
Marketing Strategy
Price
The pricing of services offered at the facility would be based competitively with
or slightly higher than prices in the Des Moines MSA. This would maximize
earning potential while inspiring the perception in customers that higher quality
services are offered.
Communication
The communication objective is to create awareness that Critter Campus and
K9 University offers a safe, clean and affordable place for pets. All
communications should emphasize the number of services the facility offers,
the cleanliness of the facility and how friendly the staff is. Critter Campus and
K9 University will need to focus on public relations and providing superior
care. Word of mouth is the most effective way to increase clientele.
 Web Presence
A web site will be developed and utilized. The web site will emphasize the
mission statement of the facility, provide specific information about the
facility and the events being held. An online reservation system that
allows people to enroll in classes or reserve a room would also be
available.
 Mailings
Veterinarians
Every National Pet Week (May) the facility would send out a card and
letter to Veterinary Clinics in the area apprising them of changes and
upgrades to the facility and staff. It will also include a Calendar of Events
for the year and promoting the Dog Days of Summer Festival. A
reception would be held before the official grand opening to allow area
veterinarians an opportunity to inspect the facilities. If deemed necessary,
a referral payment program will be initiated
Pictures and thank you notes
Depending on financial viability, after each stay a customer would receive
a thank you post card or a e-mail. If the pet stays for more than four
nights a picture of the animal participating in an activity would also be
included. Grooming reminder cards would also be filled out at the time of
booking, just like a beauty salon.
24
Marketing Strategy
Monthly Newsletter
A monthly newsletter would include a schedule of up coming classes,
news about accomplishments that students have had at shows, listings of
shows in the area, profiles on the staff, educational articles based on the
types of animals enrolled in Critter Campus, promotions for grooming and
notification of new retail items. Each area of the business (overall pet
care, grooming and training) would have space for a short article. If a
partially formatted newsletter exists from such an entity as the ABKA, it
would be used for the Campus Chatter. An electronic version of the
newsletter would be available on the Web site.
Conventions and Events
 Home & Garden Show
This convention is held in February of each year and attracts
approximately 40,000 people. A small booth would be rented to allow
customers to ask questions, sign up for classes or the newsletter and
purchase select retail items.
Booths
5x10 - $600
6x10 - $650
8x10 – Line $800
8x10 – Corner $950
 Des Moines Dog Jog
The local veterinarians sponsor this annual 1-2 mile run/fun walk as a
benefit for the Blank Park Zoo. Critter Campus and K9 University would
participate as a sponsor. Different levels of sponsorship are available with
the larger sponsors being listed on all promotional materials. Critter
Campus and K9 University would donate $200 a year and provide
grooming and training coupons for the race packet.
 Dog Days of Summer Festival/Annual picnic
This festival would be held at the University Campus in July. As part of
this festival a participant can purchase lunch, sign up for all of the services
offered and purchase retail items. There will be discounted dog baths
offered and all proceeds will go to a local animal related charity. This
event would be publicized through radio coverage. Classes would also
25
Marketing Strategy
demonstrate the skill they have learned and local dog activity groups
would be asked to perform (flyball, Frisbee, etc.). There would also be a
mock dog show for students, complete with ribbons as well as other fun
contests.
 Pet Expo
The Des Moines area pet expo is held in October of each year.
Approximately 15,000 people attend this expo and the organizer stated
that they had no representatives from a boarding kennel or grooming
salon attend in the past years. A booth would be rented to allow
customers to ask questions, sign up for classes or the newsletter and
purchase select retail items.
Booths
Line - $395
Corner -- $435
To order vendor booth information, contact Molly Pins, Clear Channel
Communications of Des Moines at (515) 242-3669, or email:
MollyPins@ClearChannel.com
 Possible Co-Sponsors for Conventions and Summer Festival
The following businesses and distributors would be contacted to pursue
business partnerships and sponsorships:
Solid Gold Pet Foods
Nutra Pet Foods
Body Wisdom Pet Massage School
Three Dog Bakery
E.Claire & Company
Pfizer Animal Health
Fort Dodge Animal Health
Norvatis Animal Health
Animal Emergency and Referral Center of Central Iowa
26
Marketing Strategy
Publicity
Radio commercials
Clear Channel Communications owns five radio stations in the Des
Moines MSA. The radio stations that reach the target audience would be
used.
Other events
Pet costume contest (Halloween), participation in the AVMA annual Pet
Week celebration, Take your dog to work day, and any other national level
pet festivities. The training room would also be available for outside
organizations to rent, i.e. if a local fly ball club needed a place to practice.
Public Education
The facility would occasionally offer outside speakers as a public
education program. Examples of programs include: CERF Clinic (Eyes),
Cardiac Clinic (Heart), BAER Clinic (Ears), Tattoos and Microchips, pet
first aid
27
Operations
Operations
Location
The city of Grimes has many appropriately zoned lots available. One
particular lot is located close to Highway 141, is of appropriate size and price
within reason. This type of location is desired due to the large amount of daily
drive by traffic.
Building
A Butler brand building will be used. This is in compliance with the zoning
ordinances of the area. A local design/build firm will be utilized in order to
reduce costs. After preliminary discussions with the builder, a 7,000 square
foot facility is required.
A modular kennel system will be used to reduce the cost of construction and to
facilitate the opportunity for different configurations as the business expands.
The Shor-Line kennel system is guaranteed for life and is more aesthetically
pleasing than any other material.
Animal Health
Critter Campus and K9 University will have openly stated policies about
vaccinations required for animals to receive services. These polices will be in
line with state of Iowa code as well as the insurance policy. A partnership
would be established with the Animal Emergency and Referral Center of Iowa
if the need for emergency care is required.
Pet Health Requirements
In order to make sure the facility is safe for employees and clients there are
several health related issues that must be addressed.
These health requirements are for boarding animals and dogs in day care or
training classes. A copy of the animals shot records must be presented
before an animal is allowed to participate in any activities at the facility. These
shot records will be maintained on site for one year.
28
Operations
Dogs
Rabies
DHP
Parvovirus
Bordetella
Coronavirus
Cats
Rabies
FVRCP
Feline Leukemia
Exotics
Rabies
Aggression Policy
All dog owners must sign an aggression waiver for their animal to participate in
classes and any type of group play. These waivers will be kept on site for at
least one year and must be renewed annually. In order to participate in day
care, dogs must be neutered or spayed and demonstrate a positive attitude
toward other dogs.
Fighting Disease
The facility will conduct business with the minimum standards being the state
of Iowa standards. Hillyard Arsenal Re-Juv-nal shall be used as a cleaning
solution. This is a hospital grade disinfectant/detergent cleaner, sanitizer,
fungicide, mildew state, virucide, deodorizer that cleans and controls the
hazard of cross-contamination from environmental surfaces. Bowls and
appropriate toys shall be disinfected through a dishwasher. Stainless steel
bowls will be used.
Computer System
The facility will use Cornerstone Software by Vet Connect Systems. The system
makes it easy to schedule rooms, cages and runs. The system offers the
following features:
Appointment Scheduler
Time Clock
Inventory tracking
100 pre-defined reports
Invoicing/Billing
Estimates
Client Information
29
Management and Human Resources
Management and Human Resources
Resumes are located in Appendix A.
Robin Habeger, MCRP, MBA (Owner, Manager)
Dean, Critter Campus and K9 University
Duties: Supervision of Assistant Managers, Accounts Payable, Publicity,
Marketing, newsletter, assistant trainer, hire, train, supervise staff, public
education scheduling, public relations, liaison for state/county regulators,
facility rental and hospitality, building maintenance, computer support and
training, grounds keeping.
Ms. Habeger has a Master’s of Community and Regional Planning as well as
Master’s of Business Administration with an emphasis in Management
Information Systems. She grew up on a full service farm and has experience
caring for all types of small and large farm animals. Ms. Habeger began
training and showing horses in 1982 and received many awards including
several Grand Champion titles and High Point Horse awards. Ms. Habeger
has since started training dogs for obedience and search and rescue. She is
member of STAR 1 Search and Rescue, which is sponsored by Story County
Emergency Management. Ms. Habeger is the Assistant Coordinator of the
STAR 1 central Iowa K9 team. She is currently training a canine for
wilderness, forensics and cadaver searches.
Jill Habeger (Assistant Manager, Boarding, Training)
Director of Academic Services
Director of Housing
Duties: Head instructor, hire, train, schedule, and supervise kennel assistants,
day care employees and teaching assistants, purchasing recommendations
and maintenance of animal library, compile budgetary recommendations for
kennel and training, provide purchasing recommendations for kennel, training,
daycare supplies, contribute to newsletter.
Ms. Habeger has been training dogs for eight years. In those years she had
received many championship titles and pursued many different teaching
methods. Ms. Habeger is currently instructing classes for the Cyclone Country
Kennel Club as a volunteer. Ms. Habeger is a member of STAR 1 Search and
30
Management and Human Resources
Rescue, which is sponsored by Story County Emergency Management. She
is currently training a canine for wilderness, forensics and cadaver searches.
Labor Market
Critter Campus would target the young adult (16-20) and retired labor pool.
An employee handbook will be given to all employees and a copy will be
available for review at all times.
Employee Dress
All employees are required to wear a khaki denim collared K9 University or
Critter Campus shirt. Kennel help may wear navy or black pants; navy or
black battle dress uniforms (BDUs), or dark jeans. Jeans will not be frayed or
have any rips or tears and will not be significantly faded. The first shirt will be
provided and must be returned upon termination of employment to receive
their last check. Comfortable, supportive walking shoes or boots are required.
Employees representing the facility off site are required to wear a suit or a
khaki denim shirt with the logo on it and navy or black pants.
31
Profit and Loss Statement
Financial Information
The numbers below are based on the statistics from the American Boarding
Kennel Association, field research and prices charged in the Des Moines MSA by
existing facilities.
ASSUMPTIONS
Note: Items italicized and underlined need to be revised when actual numbers
are known.
INCOME
General Statement 1: No accounts receivables are assumed as all payments
are collected before or at the time of services rendered and are secured with
credit card or up-front cash payments.
General Statement 2: First, a base income was calculated using average rates
and occupancy percentages provided by the ABKA. Next it was predicted that in
the first year we would achieve 40% of this number, in the second year we would
achieve 80% of this number, in the third year we would achieve 110% of this
number, and in the fourth and fifth years we would achieve 120% and 130%
respectively. Furthermore, to account for seasonal changes it was assumed that
20% of income would be generated in each of the 1st and 2nd quarters, and 30%
in each of the 3rd and 4th quarters. The base income was calculated using the
following rates:
Dog Boarding: 80 runs x $19/run x 63% ave accup. x 30 days/mo = $28,728
Cat Boarding: 24 cages x $11/cage x 35% ave accup x 30 days/mo = $2,772
Exotics Boarding: 20 cages x $7/cage x 40% ave accup x 30 days/mo =
$1,680
Training Classes: 6 sessions x 15 pp/session x $60/ class x 8 classes =
$3,600/mo
Grooming & Massage: $36.50 ave cut x 8 dogs/day x 20 days/mo = $5,840
Retail: Services not offered at this time.
Dog Daycare & Open Play: $13/dog x 15 dogs x 20 days/mo = $3,900/mo
32
Profit and Loss Statement
Transportation:
Services not offered at this time.
Cremation: Services not offered at this time.
Shipping:
Services not offered at this time.
Rental Income:
Services not offered at this time.
EXPENSES
Advertising: Assumed $5,000 per quarter the first two years and then 4% of
Total Income after that based on ABKA 2000 averages.
Automobile: Assumed $425 per month to include loan payment and operating
expenses. Insurance listed with other business insurance items.
Depreciation Expense: $150,000 equipment (stainless steal runs)
depreciated using straight-line method over 5 years = $7,500 per quarter.
Dues and Subscriptions: 4 magazines at $25 each per year + $173 ABKA
membership + $350 Chamber of Commerce membership (estimate) + $75
American Pet Dog Trainers membership + $75 National Dog Groomer
Association membership. = ~$823/yr. Increasing at 3% per year.
Employee Benefits:
Continuing education = $200/person x 5 full time employees = $1000/yr
Health/Life Insurance (employer contribution) = $150/person/mo x 12mo x
5 people = 9,000/yr
Clothing Allowance = $100/person x 5 people = $500/yr
Total = $10,500/yr = $2,625/qtr
Add one new employee in yr 4 (+ 200+(150x12)+100=2100/yr=525/qtr
Insurance, Business: 1.55% of Total Income based on ABKA 2000 averages.
Includes such things as liability, theft, natural disaster, etc. and covers property,
plant, and equipment including the auto.
Lease: Calculated at $9 per square foot for an 8,000 square foot building.
Licenses & Permits: General licenses and permits is assumed at $1,000 per
year the first two years and then 0.23% of Total Income after that based
on ABKA 2000 averages. A Shed-X license is bought in the first quarter of
every starting in year 2 for $2,000.
Loan Principal Payment (start up): Calculated based on $300,000, 7%, 5
years.
33
Profit and Loss Statement
Loan Interest Expense (start up): Calculated based on $300,000 7%, 5 years.
Loan Principal Payment (line of credit): Calculated using losses of the first six
quarters as loan amounts required for the following quarters and
calculating at 7% interest over 3 years.
Loan Interest Expense (line of credit): Calculated using losses of the first six
quarters as loan amounts required for the following quarters and
calculating at 7% interest over 3 years.
Miscellaneous: 1.15% of Total Income the first year and 1.07% / year after that
based on ABKA 2000 averages.
Office Expense: Original costs calculated into Start Up loan, ongoing expenses
figured into office expenses at 1.32% based on ABKA 2000 averages.
Payroll:
Robin (owner)
Jill (Head Trainer)
Shift Manager
Kennel Help full time
Receptionist
Part time/seasonal $6 /hr
$40,000 /yr
$28,000 /yr
$20,000 /yr
$30,000 /yr 2 each, a 3rd added in year 4
$18,000 /yr starting 3rd quarter 2003
summers and holidays only
Total payroll is assumed to increase by 5% in years 3 and then by 10% in
years 4 and 5 to account for employee raises and an increase in part time
help as will be required to manage a larger client base. Salaries for
Robin, Jill and Mary will not be adjusted for the first 2 years of operation.
Payroll Expenses: Includes employer contributions for federal unemployment,
Medicare, social security, and state unemployment. Calculated at 12.5%
of Payroll expenses.
Postage and Delivery: Assumed 0.5% of Total Income based on half the
expense of a veterinary clinic.
Professional Fees:
Accounting: $3000 the first year with the majority spent during the first quarter to
account for start-up assistance the first year and tax preparation the
following years. Expected increase in costs of 3% per year.
Legal: 0.25% of Total Income.
Repairs & Maintenance: 2.75% of Total Income based on ABKA 2000
averages.
34
Profit and Loss Statement
Grounds Keeping/Snow Removal: Calculated summer groundwork at $30 per
week for 6 months plus 3 applications of fertilizer at $100 each.
Calculated snow removal at $50 each of 2 removals per month over 6
months. Increased at 3% per year.
Supplies, Kennel: To include cleaning supplies, towels, blankets, pet toys for
use in the kennels, etc. Estimated to be 1% of Total Income.
Taxes:
Property:
Polk County Assessors Office listed property tax rate at $44.37 per $1000
assessed value. Assuming that Critter Campus will be responsible
for paying property taxes for the $800,000 leased building and
property this equals $35,496 per year.)
Federal: Only profits after salaries to owners are taken into consideration
as salaries are already taken into account in the payroll expenses.
A rate of 30% is assumed as an average. Previous year losses are
carried forward.
State: Only profits after salaries to owners are taken into consideration
as salaries are already taken into account in the payroll expenses.
A rate of 6% is assumed as an average. Previous year losses are
carried forward.
Telephone: 1.28% of Total Income based on ABKA 2000 averages.
Travel & Entertainment: 0.52% of Total Income based on ABKA 2000
averages.
Utilities:
3% of Total Income based on ABKA 2000 averages.
Veterinary Expenses: 0.89% of Total Income based on ABKA 2000 averages.
Notes on the Statement of Cash Flows:
The Statement of Cash Flows was created to calculate additional capital required
for operating expenses in the first two years of operation. The direct-method
presentation format was used although no Reconciliation of Net Income and Net
Cash Provided by Operating Activities was included as it would provide no further
useful information as it relates to this plan.
Profit and Loss Statement and Cash Flow Statement are attached.
35
Appendix A
Resumes
Appendix A—Management Resumes
36
Robin Habeger
238 17th Street
Ames, IA 50010
Email: rhabeger@xrlink.net
515-239-1221 (Office)
515-663-9822 (Home)
Summary
Results oriented project manager offers extensive experience guiding teams to consensus, communicating
technical issues to people with a diverse background, reviewing technical and legislative documents, and
organizing data intensive projects to meet project goals and timelines. Experience solving a wide range of
administrative and technical problems with innovative approaches. Areas of expertise include: technical
and business writing, oral presentations, data synthesis, strategic planning, and conducting research. Fluent
in several business and database software packages.
Education
Master’s of Business Administration, Emphasis in Management Information Systems, Iowa State
University, December 2001
Master’s of Community and Regional Planning, Iowa State University, 1997.
Bachelor of Science, Iowa State University, 1993.
Selected Accomplishments
Project Management
 Conducted a detailed market analysis to determine the profit potential for Engineering Animation
Litigation Services to enter a new computer visualization market. Provided a Strategic Plan and
Marketing plan that gave EAI Litigation Services a clear, data driven approach for exploration of the
new market.
 Performed a data analysis project to identify funding needs for the Secondary Road System and Railroad
Crossings in the State of Iowa at direction of the Iowa legislature. Determined that a total of $289.6
million would be required to accomplish their goals, allowing them to allocate resources.
 Championed project selection, created project plan, and met aggressive timeline for the Iowa
Department of Transportation Off Road Bicycle Trails database conversion. Presented final product to
the President and Provost of Iowa State University, as well as the Dean and Associate Deans of the
Business school, as a showcase technology for the Master’s of Business Administration Program.
 Designed and programmed the Primary Highway Sufficiency Web site and facilitated discussions with
programmers for data retrieval. Resulted in digital publishing of the annual report, increased
productivity and reduced customer frustration.
Administrative
 Chaired the Research, Modal, and Planning and Programming Division Automation Committee,
interfacing with people at all levels of responsibility. Identified 12 projects to be included in the
Governor’s E by 2003 initiative, established the Microsoft Office Suite as the standard for 160
employees and led to the integration of three division’s information technology projects.
 Compiled business requirements through user interviews and conducted research to identify the most
effective method to display database information via the Internet/Intranet. Resulted in the appointment
to a committee that chose an enterprise wide solution.
 Published an internal weekly software tips and hints sheet to over 100 users. This has created an
atmosphere of continuous learning and reduced computer users’ frustrations in dealing with software.
 Compiled statistics concerning the cost effectiveness of staff functions. Resulted in three projects being
designated for the E by 2003 initiative.
37
Robin Habeger
Page 2
Technical Writing and Document Review
 Researched, authored and defended a thesis that conducted a critical analysis of the Iowa Annexation
Statutes. Resulted in an invitation to serve as an Ex-Officio member of the Commission on Urban
Planning, Growth Management of Cities, and Protection of Farmland – Annexation Analysis Team.
 Compiled and analyzed all survey data for the Iowa in Motion Transportation Plan. Resulted in the
shaping of future Iowa Department of Transportation policy and direct usage of statistics in the final
report.
 Reviewed legislation, research documents and literature and composed summaries for review by
management. Resulted in the revision of Iowa Department of Transportation Policies and Procedures.
Organization
 Managed recruitment and scheduling of all volunteers for the 1998 Senior National Taekwondo
Tournament that was attended by 1,500 competitors. Consequently the National Collegiate
Taekwondo Association sent letters of appreciation, commenting that the quality of the volunteer
support made that year’s tournament the most effectively executed tournament that they had attended.
 Supervised the set up of facilities and made menu suggestions for wedding receptions, holiday parties,
luncheons, breakfasts, brunches and business meetings. Worked with clients to establish equipment
requirements for speakers at conferences. Resulted in receiving promotion to Interim Assistant
Manager for Conference Services.
Experience
Iowa Department of Transportation, Ames, Iowa
Planner
October 1997 - Present
Engineering Animation Inc., Litigation Services, Ames, Iowa
Consult: Market Research Planner
January - December 2000
Iowa State University, Ames, Iowa
January 1994 – December 1996
Research Associate – Iowa Department of Transportation, Iowa Department of Economic
Development, Community and Regional Planning Department, Iowa State University
Holiday Inn Gateway Center, Ames, Iowa
Interim Assistant Manager, Conference Services
Assistant Manager, Summerfields Restaurant
April 1994 – February 1996
Professional Training and Computer Skills
Strategic Planning, Contract Law, Managerial Accounting, Finance and Economics, Project
Management, Managing Employee Attitudes and Behaviors. Proficient in Windows 98, XP, and NT,
Lotus Notes, Microsoft Office Suite, Access, PowerPoint and FrontPage; Familiar with GIS software,
SQL, XML, HTML, and SAS.
Publications
Habeger, Robin and Dr. Kay Palan, 3DV-LS: Assessing Market Opportunity in the Computer
Visualization Market. Accepted for publication by Case Study Journal, November 2001.
Community Involvement
Ames Zoning Board of Adjustment – Chairperson
STAR 1 Search and Technical Rescue – Member and Canine Handler
Ames Garden Club
38
Jill Habeger
1207 Clark Avenue
Ames, IA 50010
(515) 232-9389
j_habeger@hotmail.com
Summary of Skills
Customer oriented manager offers several years of experience working in a retail
environment and solving problems efficiently and effectively. Nine years of experience
training and dealing with dogs, and teaching dog related classes. Areas of expertise include:
Customer relations, scheduling, conflict resolution and experience using Microsoft Office;
training dogs in obedience, confirmation, and agility.
Experience
Lowes, Ames Iowa -- September 2001 to present
Shift Manager -Train new employees; Work in a team-oriented environment to provide
customer service; Assist customers in paint, blinds and home décor selections; Answering
and transferring telephone calls in a professional manner.
Menards, Ankeny, Iowa August 1999 to September 2001
Guest Services/Shift Manager—Schedule employees; Assign tasks; Train new employees;
Work in a team-oriented environment to provide customer service; Assist customers in
paint and plumbing selections; Answering and transferring telephone calls in a
professional manner.
Target, Ames, Iowa, June 1998 to August 1999
Guest Services-Train new employees: Responsible for providing high quality guest
assistance; Work in a team oriented environment to complete inventories, store
maintenance, and product displays.
Operator—Distributed payroll to over 100 employees; Answered and directed telephone
calls on the eight line system; Supervised the use of in store communications equipment;
and assisted in theft prevention.
Pharmacy Technician, Certified Pharmacist Technician--Organized and cleaned the
pharmacy; Notified guests of prescription changes and product promotions.
McDonalds, Algona, Iowa, February 1995 to April 1996
Guest Services—Supervised and trained employees; Provided fast and friendly service to
guests; kept the building sanitary; prepared the equipment for opening, and made sure
supplies were filled.
Continuing Education
Des Moines Area Community College,
Areas of study include: Management, and Biology
North Iowa Area Community College
Areas of study include: Management, English, Computer Science, and Mathematics
39
Appendix B
Class Offering
Appendix B – Class Offering
Obedience 100 – Puppy Class (12 weeks to 4 months old)
This class is meant for the new puppy owner who wants to make the first
steps in having a great pet. Features house training, puppy care,
socialization, confidence building, deterrents for barking and chewing.
Behavioral issues are also addressed and puppy play time is scheduled
during class. Some basic obedience is taught such as sit, down, stay, and
come. $60
Obedience 101 – Super Puppy Class (4 months to 6 months old)
A beginner class designed for puppies 4 to 6 months of age who have
limited or no training. Focus will be on teaching activities that will make
your dog an enjoyable and obedient family member. Skills your dog will
learn include: Sit, down, stand, come, walk on a leash, and short sit and
down stays.
Obedience 201 – Basic Obedience (Over 6 months)
A beginner class designed for dogs that have little experience with
obedience training. Focus will be on teaching activities that will make your
dog an enjoyable and obedient family member. Skills your dog will learn
include: Sit, down, stand, come, heeling, and sit and down stays.
Obedience 202 – Canine Relations
Prerequisites: Obedience 201 -- This class refines the skills taught in
Obedience 201and provides a structure to help students train their dogs
the Canine Good Citizens Test. This class may be repeated several
times until the desired level of control is achieved.
Obedience 203 – Novice Obedience
Prerequisites: Obedience 201 or permission of instructor. This class is
designed for the owner who would like to pursue some of the more
advance obedience classes. Skills your dog will learn include: Heeling,
extended sit and down stays, basic retrieving, introduction to the
navigation of obstacles and some hand signals. It provides the foundation
for the Obedience 300 level classes.
Obedience 210 – Clicker Training
This class teaches the clicker method of positive reinforcement. This
technique is applicable to all levels of obedience training, as well as other
dog sports, such as agility, search and rescue, and can be utilized in
advanced obedience classes or teaching tricks.
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Appendix B
Class Offering
Obedience 250 – Weaves, Tunnels, Planks and Platforms
Prerequisites: Obd. 101 or 201 or Instructor permission. Meant for those
young dogs (under a year) that would like to start preparing for Agility 400
or need a confidence booster. Planks and platforms are kept low and
dog/handler communication is emphasized.
Obedience 301 – Utility and Open
Prerequisite: Obedience 203. Open is the second level of competition
obedience. Skills learned in Open include: drop on recall, retrieving on the
flat and over the high jump, and the broad jump. Utility is the highest level
of competition obedience. Utility exercises include: signal exercise
(teaching the dog to respond to signal commands instead of voice
commands), scent discrimination, directed retrieve, the Moving Stand
exercise, and go-outs and directed jumping.
Agility 400 – Basic Agility
Prerequisite: Obedience 201 or 202. For dogs over one year of age that
have had no previous experience in agility. This class will familiarize dogs
and handlers with the different pieces of equipment. It will introduce
contact points, jumping techniques and some basic handling skills, as well
as build stamina in the dogs. Some off leash work is required.
Agility 401 – Advanced Basic Agility
Prerequisite: Agility 400. Further advancement in agility handling,
commands and techniques, at a pace that enables dogs and handlers to
become more confident with equipment. The teeter and the double bar
jump are introduced in this class.
Agility 402 – Intermediate Agility
Prerequisite: Agility 401. Improve your handling skills with this class.
Learn to develop strategies for course running and control for fun and /or
competition. The triple bar jump is introduced in this class. Dogs should be
skilled at all previously introduced equipment before advancement to this
class.
Agility 403 – Agility Seminar
Prerequisite: Agility 402. Open practice time
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