THE FURRY SPA Wendy C. Bonilla Sarmiento LXFM 740 Visual Narrative Prof: Oscar Betancur
TABLE OF CONTENTS RATIONALE BRAND ANALYSIS BRAND POSITIONING
LOCATION ANALYSIS
PERCEPTUAL MAP
INSPIRATION BOARDS
CUSTOMER PROFILES MARKETING STRATEGY MARKETING MESSAGE
STORE ANALYSIS
FLOOR PLAN FINAL SPACE RENDERS APP DEVELOPMENT
RATIONALE The Furry Spa is a place that offers the ultimate
The idea is to build a better pet grooming facility
pet grooming and pet daycare experience for
that gives owners peace of mind when left their
your dog. As a pet owner, I know and understand
pets and build a free stress place when pets are
the concerns that you have when leaving your
being groomed.
beloved for grooming and making the pet wait
We are planing to open our first potential space
anxiously in a cage to be picked up.
in Miami and start from there.
BRAND ANALYSIS MISSION: Our goal is to make your pet’s
VISION: The Furry Spa mission is to provide the
grooming day an enjoyable and different
best pleasurable dog grooming experience with
experience promising to create a memorable
services available in a fun and loving ambiance
stay for your pet. This will reduce the stress they
to ensure that your pet has a safe and enjoyable
can feel and they will be happy to return.
time with us and become your #1 place where pet owners feel their animals are being cared by loving hands.
BRAND POSITIONING LUXURY PET SPA The Furry Spa is positioned as a luxury pet
with the staff and in companion of other
spa with competitive services that would be
furry friends. Our staff will go the extra
more convenient for pets and pet parents as
mile to ensure that your pet has a safe
well compared to other pet spas. The Spa
and entertaining time. We will also have
would be able to keep competitive services
personalized services where the pet owner
by having a free cage environment for dogs
can request anything you want us to do for
after being groomed where they will have
your pet.
an enjoyable stay
PERCEPTUAL MAP GROOMING SERVICES (VARIETY)
THE FURRY SPA
PRICE
CUSTOMER PROFILE Name: Veronica Smith Age: 25 Education: Bachelor’s Degree Income: Corporate/ or freelance work, business professionals (55-70k) Leisure: Yoga, outside activities environmentally conscious, clubbing, shopping, hanging out with friends.
Name: Jack Miller Age: 33 Education: Bachelor’s Degree w/out Masters Degree Income: Corporate work (75k+) Leisure: Cross-fit, running traveling, shopping, occasionally clubbing restaurants, movies.
Name: Elizabeth Jons Age: 41 Education: Bachelor’s Degree w/out Masters Degree Income: Business Owner/ Real State Leisure: Traveling, reading, restaurants, Fitness, shopping.
MARKETING STRATEGY The Furry Spa would have from the very
Likewise, we will promote The Furry Spa
beginning a strong social media presence,
hiring Bloggers/Influencers that have a big
using Instagram, Youtube and Facebook to
impact and following in Miami so they can
educate new and potential customers of
attract a bigger audience.
the excellent services offered, including a mobile application that will allow customers to book appointments, watch their pets through the LIVE cameras and any additional/ personalized request.
MARKETING MESSAGE Educate new and potential customers of the new Grooming Concept, bringing innovative services, enjoyable and memorable stays for a completely new Grooming Experience for your pet and give pet parents peace of mind when they leave their pets.
LOCATION ANALYSIS MIAMI, FLORIDA
In Miami you can find 3 spots where your
Miami is a one of the top dog-friendly cities.
furry can go off-leash: Hobie Island Beach
It has a tropical weather, a lot of dog parks,
Park, Haulover Beach Park and Bark Beach.
vets and pet stores. According to a report
Your pooch can play with the sandy dunes
by the Miami Downtown Development
and ocean waves.
Agency, over 77% of households in Miami-
You can also have Dog-friendly restaurants
Dade County are pet owners. Coconut Grove
like Lokal and Shake Shack where they have
ranks as one of Miami’s most dog-friendly
a dog menu and refreshing drinks.
neighborhoods, having two of the city’s best dog parks.
In Miami you can find dog-friendly hotels no matter the size or the weight and you can also can go shopping with your pet right alongside you. As you can see, Miami is one of the bet cities to have dogs, they really cared about their needs and well being.
STORE ANALYSIS GROOMING SERVICES
FULL GROOMING with SPA SERVICES
BATH: Shampoo, Conditioner, Blow Dry
Small dog: $70
Small dog: $30
Medium Dog: $85
Medium Dog: $35
Large Dog Bath: $100
Large Dog Bath: $40 COMPLEMENTARY STYLING ADDITIONAL SERVICES Flea and tick treatment: $25 Dematting (Tangles and Knots): $30 Tick Removal: $23 Pawdicure: $20 Pawdicure with Polish $23 Facial: $22
Color, Tattoo, Accessories SPECIAL CARE (ASK MANAGER)
I N T E R I O R S
P L A Y G R O U N D
S H E L V I N G
L I G H T I N G
FlOOR PLAN
RETAIL SPACE PROCESS
APP DEVELOPMENT
WIREFRAMES
For a trial click below https://xd.adobe.com/view/2bcfeb52-0380-43e6-512c-45e9035857f9-5dfe/
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