Investment Return
All financial investors for working capital will receive a share of a 2.5% dividend on store profits per month and paid quarterly from the point the store makes Net Profit, until the original loan term has been completed and released or paid in full before maturation date. All working capital loans will be for 5 years, paid quarterly with 20 payments with an annual interest rate of 7.00%.
Business Plan in Detail
Opportunity
The ever-growing population of San Marcos and surrounding areas does not currently have a
knowledgeable pet specialty/ feed supply store with in a 20-30-mile radius. Pet Parents, potential pet
parents and small working farms need access to affordable quality products, and a knowledgeable staff
to help guide them in the right direction.
Our Solution
The Hindquarters will offer a selection of pet supplies that have a good, better, best pricing structure.
Along with hand selected inventory, we will have a highly trained team, and offer instore pick up, same
and next day delivery for a 20-mile radius. Delivery will have a $10 minimum, no delivery fee, and the
same price online as it is in the store- no club or membership required.
Target Market:
1. Pet Parents, Potential Pet Parents, Livestock/ Horse Owners
2. Ages 22-68
3. Female and Male
4. Dual income house hold
5. No kids or Older kids
6. Active lifestyle
***No income requirement as to not exclude university students, retirees, and trust fund
recipients. ***
Marketing and Sales
Marketing Plan:
In order to effectively market The Hindquarters, we will use a combination of social media (Facebook,
Instagram, twitter, Tiktok), Yelp & Google business listings, Direct Mailers, Video ads on streaming
services (Hulu, Netflix), and Digital marketing campaigns to include AdWords & Google shopping. All
marketing will be centered around 3 key messages: Big Selection Products, Great Staff, Free Delivery.
1. Social Media will cost $3000/ yr. ($250 per month)
2. Yelp & Google with cost $480/ yr. ($40 per month)
3. Direct Mailers will cost $2000/ yr. (send for grand opening)
4. Town Hall Mailers (Welcome Wagon) will cost $3000/ year ($250 per month)
5. Video Ads will Cost $6000 per year/ ($500 per month)
6. Digital Marketing will cost $6000 per year ($500 per month)
7. Pet and People Branded Appear $6000 per year ($500 per month)
Our Advantages:
The Hindquarters will require a 20-hour onboarding training program through Steve’s Real Food
University as a base for staff education. From there we will build with monthly training classes on new
products. We will also offer instore pick up, same and next day delivery- no club, no delivery fee, $10
minimum- and reoccurring order features for food deliveries. Because we will be local we will also have
the ability to delivery frozen raw feeding options. We will host weekly onsite adoption events, and work
with the city to spearhead a large yearly pet festival with local and national vendors to raise money for
local animal rescues/ shelters.
Sales Plan:
The Hindquarters will initiate an aggressive ad campaign. We will offer products that are unavailable at
big box stores and we will utilize digital programs that integrate with our software to offer at risk client’s
vouchers or coupons for returning to the store. Once instore, our highly educated and motivated team
will use a consultative sales technique to guide clients into selecting items that are best for their pet,
and their lifestyle at that point in time.
Operations:
Location and Facilities:
Hindquarters first location needs to have 5000-6000 square foot, rent at $15000 +/- per month, and
located next to a high traffic destination anchor store- such as a Target, HEB Plus or Destination
Shopping center (Gold’s Gym). Hours of Operations M-S- 9a-9pm; Sunday 11a-7p Deliveries 7 Days a
week- Close early on Day before Thanksgiving, Christmas Eve and New Year’s Eve. Closed on
Thanksgiving and Christmas.
Technology:
The Hindquarters will be using Shopify for our Marketing, POS and Ecommerce; 2 Registers, 2 MPOS
units (one for offsite and one for on-site), 1 receiving station and 2 1 office computer. In addition, we
will utilize Plobal for an integrated ecomm app, Five Star for customer retention and Mailchimp for
Email Blasts.
Equipment and Tools:
The Hindquarters will need 3 double door Megalli Freezers, and 2 smaller glass front freezers for frozen
raw dog/ cat food & supplements, and one tag engraver.
Metrics and Milestones:
Goals:
Launch Date: Nov 1, 2020
Goal 1: $250,000 gross sales/ Month *Break Even 12 months after Launch Date
Goal 2: 500,000 gross sales/ Month * Finance 2nd location 18 months after Launch Date
Goal 3: $750,000 gross sales / Month *Finance 3rd & 4th location 36 months after launch date
Company
Overview: Legal structure, names of owner(s)
JCC Ventures, Inc.,
John Clee-Charlton-Owner
DBA The Hindquarters Pet Supply
Team:
General Manager- 10+ years of Retail Experience as a General Manager and 5+
years of experience as Pet Specialty Retail Experience.
Marketing & Events Director- Update website and create all marketing materials; Plan Weekly Events for
Store Front
1 Assistant Store Manager Roles- Maintain store procedures, policies, operational tasks and sales in the
absence of the General Manager
3 Sales Associates- Assist customers with product selections, and increase sales to fall in line with Goals,
Trends.
Consultants and Advisors:
Investors- TBA
CPA- Neuwirth, Slaughter & Assoc.
Attorney- TBA
Banker- IBC
Suppliers- Animal Supply Company, American Distribution & Manufacturing Company, Central Pet and
Garden Supply, Nelson Wholesale, Statewide Supply, Various Direct Suppliers.
Financial Plan
Total start-up costs: $100,000
Projected break-even month: 12 months after launch date
Projected income first full year: $460,950
Projected profit first year: - $101,705
Working capital needed to get to break-even: $40,000
Total income goal year 3: $2,467,000 yr. 3
Total profit goal year 3: $1,607,000 yr. 3
Executive Summary:
The Opportunity
The ever-growing population of San Marcos and surrounding cities needs a pet supply store with quality
selections, and knowledgeable staff.
Solution summary:
The Hindquarters will provide a well-educated and highly motivated sales team, delivery options and
quality products as a competitive price for the residents of San Marcos TX, University Students, Retirees,
and Tourism.
Market Summary:
1. Pet Parents, Potential Pet Parents, Livestock/ Horse Owners
2. Ages 22-68
3. Female and Male
4. Dual income house hold
5. No kids or Older kids
6. Active lifestyle
***No income requirement as to not exclude university students, retirees, and trust fund
recipients. ***
Competition Summary:
The Hindquarters will be in direct competition with PetSmart, Chewy’s and Amazon. However, we are
confident that we can use their weaknesses to our advantage. We will offer a similar pricing structure
and have access to products only available in independent pet shops, delivery done right and a staff that
care about our clients and their pets.