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					NoChompsky
                    Comfort Collar
         Helping pets recover in comfort

           www.nochompsky.com
 Nicole Schechter   nss@u.arizona.edu
 Jamie Samdal       jsamdal@email.arizona.edu
 Vincent Salamand   salamand@email.arizona.edu
 Trisha Roy         trishar@email.arizona.edu

                                NoChompsky
                                      NoChomN
 “Americans love to spoil their pets”

Market: Americans spent $41 Billion on their pets in 2006

Problem: Pets may require an Elizabethan Collar causing stress
         to the pet and owner.

Customer: Pet owners indicate an interest in a soft e-collar

Product: NoChompsky is a soft, comfortable and more effective
         e-collar

Business Model: Sell NoChompsky to Vets, Retailers and
                directly to customer
           Source: The Pet Economy, Business Week August 2007 and Americans Love to Spoil Their Pets, Business Week July 2007



                                                                             NoChompsky
                                                                                   NoChomN
Adult Women
               Pet supplies target market
  “Watching your dog wear an elizabethan collar is depressing”




                 73.9 M Dogs                                                 90.5M Cats


        Women make up the largest group of pet owners

   Source: The US Market for Pet Supplies and Pet Care Products, Package Facts Aug 2005. The Dreaded Elizabethan Collar, May 2006.



                                                                            NoChompsky
                                                                                  NoChomN
NoChompsky fills the gap
                           Effectiveness
                                                 NoChompsky
        Bitenot




   Inflexible                                                              Comfort
             PetBotanics                                            ProCollar




                           Easily Removed

                                Source: Americans Love to Spoil Their Pets, Business Week July 2007 and CGM


                                                       NoChompsky
                                                             NoChomN
NoChompsky Prototype




                  NoChompsky
                        NoChomN
                                     Cost Estimates
              Dimensions                                                         Material    Labor
NoChompsky                           Outer Fabric    Inner Padding    Velcro                             Total Unit
              (Inner circumference                                               Costs per   Costs per   Cost
Size          x thickness)
                                     ($0.05/sq ft)   ($0.265/sq ft)   (Varied)
                                                                                 Unit        Unit
Extra Small   8.0" x .5"             $0.125          $0.265           $0.21      $0.60       $5.00       $5.60

Small         9.5" x .5"             $0.03           $0.67            $0.23      $0.93       $5.00       $5.93

Medium        12.5" x .5"            $0.35           $0.80            $0.23      $1.38       $5.00       $6.38

Large         16.63" x .5"           $0.60           $1.39            $0.35      $2.34       $5.00       $7.34

King          20.75" x .5"           $0.90           $2.12            $0.93      $3.95       $5.00       $8.95




                                                                                   NoChompsky
                                                                                         NoChomN
Marketing and Sales Campaign
    Target                       External/
                Publication                        Sales
   Audience                     Conferences
                   DVM         NAVC Jan 2008
                 Magazine      CVC West Oct
      Vet                                        Field Sales
                Veterinarian       2008
                 Medicine         AAHA

                                APPMA Feb         Contact
     Retail
                                  2008             buyer

                 Website,
   Pet owner                     Dog Park,
                   Web                            Website
   (directly)                   Agility Events
                 marketing


                                         NoChompsky
                                               NoChomN
Advertising
                                           Increasing awareness
   Veterinary Clinic Waiting Rooms
       Informational Pamphlets
       Cat Fancy & Dog Fancy Magazines
   Pet Product Trade Shows
   Veterinarian Focused Publications
       Journal of American Veterinary Medical Association
           “The AVMA regularly updates veterinarians on the most effective medical
            treatments available for protecting the health of pets and food-producing animals
            and preserving wildlife species.“
       Veterinary Medicine Magazine
       Veterinary Practice News
       Veterinary Economics Magazine



                                                              NoChompsky
                                                                    NoChomN
NoChompsky Market Potential

Tucson    Market Potential
  11 Tucson Animal Clinics
  Daily Average of 3 Surgeries per Clinic

  Average Tucson Surgeries per Year: 8,500

90%    of consumers prefer the NoChompsky
     8,500 x (0.90) = 7,650 interested pet owners
80%    of consumers will pay $21-30 for NoChompsky
  7,650 x (0.80) = 6,120 willing pet owners
  Just at these 11 clinics!




                                           NoChompsky
                                                 NoChomN
Customer Feedback




                    NoChompsky
                          NoChomN
Development Timeline




                   NoChompsky
                         NoChomN
Launch Timeline




                  NoChompsky
                        NoChomN
Metrics




          NoChompsky
                NoChomN
NoChompsky
                    Comfort Collar
         Helping pets recover in comfort

           www.nochompsky.com
 Nicole Schechter   nss@u.arizona.edu
 Jamie Samdal       jsamdal@email.arizona.edu
 Vincent Salamand   salamand@email.arizona.edu
 Trisha Roy         trishar@email.arizona.edu

                                NoChompsky
                                      NoChomN
       Competitor Pricing and Benefits



Pet Botanics E-Collars     3M Custom Care Collar          ProCollar                    Bonafido Soft E-collar

$8.99 - $19.99             $8.99 - $16.99                 $23.99-$34.99                $17.00-$49.99

lightweight               clear (peripheral vision)     shape   keeps peripheral    lightweight
adjustable   at various   padded neck edge              vision                       durable
sizes                      custom neck fit (can be cut   safe around furniture       variety of colors/patterns
semi-transparent          to appropriate size for pet)   washable                    shape keeps peripheral vision
appearance (peripheral                                                                 easily cleaned
vision)
not durable enough         easy for pet to remove and   not durable enough          no   reviews found
not long enough           chew                           does not prevent pet from
Easy for pet to remove                                   reaching stitches
and chew
                                                                                 NoChompsky
                                                                                       NoChomN
Share of Pet Supply Sales


                                           2003   2005
             Retailer Type                  %      %

PetsMART/PETCO                              26     29

Mass Merchandisers                          27     27

Independent Pet Stores/Chain                23     20

Supermarkets                                14     12

Other (Clinics, Drug stores, online etc)    10     12

Total                                      100    100
                                           NoChompsky
                                                 NoChomN

				
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posted:7/19/2011
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