Business plan for an innovative company in the pet care and leisure sector in Valencia

Abstract

[EN] In the late 20th century, early 21st century, the number of pets around the world was increasing every year. The Covid 19 pandemic further accelerated this process, creating a need for improved infrastructure and public spaces for pet-related activities. The objective of this TFM is to develop a comprehensive business plan for an innovative company in the pet care and leisure sector in Valencia, Spain. Focusing on the capital city of Valencia, this study examines the current state of the pet care and leisure sector, identifies potential customers and proposes a sustainable business model that combines dog activity areas with recreation areas. The work will include the literature review encompassing key concepts such as the pet and pet care industry, pet owner consumer behavior, sustainable business models, while the sector background presents secondary information on the pet products market globally. The methodology for researching this sector of the economy and creating a business plan will then be explained. The work will also include a study of pets and the current market for pet products in Europe and Spain, a study of dog owners and their current ways of spending leisure time with an animal in the city of Valencia and benchmarking analysis of the accessible parts of the urban environment for animals. The final part of the study will develop a business plan for the company, including a sustainable business model, a marketing plan and a potential source of funding. The developed business plan serves as a practical guide for aspiring entrepreneurs, providing valuable insights into real-life implementation of an innovative project in the pet care and leisure sector. This project is a personal project that can be implemented in practice in the short to medium term.

[ES] Desde la pandemia de Covid 19, ha habido un aumento significativo en el número de mascotas en todo el mundo. Al mismo tiempo, la infraestructura de este sector y la cantidad de espacios públicos disponibles para visitar con animales se mantienen sin cambios. El objetivo de este proyecto es investigar la situación actual de este sector en Valencia capital y los clientes potenciales y crear un modelo de negocio sostenible para un espacio público que combine la actividad canina y la zona de ocio. El plan de negocios, que contiene los principales factores estratégicos, de marketing, organizativos y financieros, se utiliza para analizar la capacidad competitiva y la viabilidad económica del proyecto. Además, este plan de negocio puede servir de guía para desarrollar en la vida real este proyecto emprendedor.