Pet Tracker is a pet tracking device composed of a GPS collar and smartphone app that allows pet owners to track their pet's location in real time. The collar works with the app to provide the pet's location whether in urban or outdoor areas. The app also allows users to set alerts and connect with other pet owners on a social network to learn about their pets and find lost pets.

2. Pet owners are feeling their pressure to be “good” parents for their animals, and
their spending behaviors reflect owner's need to be emotionally connected.
Over 10 Million pets are lost every year. Some people consider their pets as part
of their family or even see them as their son/daughter. Loosing their pet would not
be repairable.
We give answers to the pet owners needs.
Pet Tracker is an instrument to enhance human connectedness with their pets at all time,
composed by a pet collar to track your pet anywhere at any time. It is designed for anyone who
has a pet and is concerned about his security and his location.
The collar works together with a GPS and a smartphone application to track your pet location in
urban and trekking areas, also the application lets you to set alerts and involve your pet into our
social network for pet owners, in order to keep learning about your pet and making new friends.
You will be able to find your pet more easily and without any help, getting in touch with other
pet owners on your living zone, and provide as much information you can have about your pet
and its world.

3. +
Mobile
App
Dog
Locator
that goes…
Let´s see how
it works…
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4. CANVAS MODEL FOR PET TRACKER
Key Partnerships Key Activities Value Propositions
Key Resources
Cost Structure Revenue Streams
Customer Relationships
Channels
Customer Segments
CORPORATE
CUSTOMERS
INVENTORY
OWNER
PLATFORM
DEVELOPMENT
IMPROVE SALES
CUSTOMER
EXPERIENCE
AND
SATISFACTION
ADVERTISEMENT
INCOMES
INTERNET
ADS
BESTED
SOCIAL
NETWORK FOR
YOUR PET
NEWS/ EVENTS /
EDUCATION AND
HELP FOR YOUR
PET
TRACKING
FEE
(MONTHLY)
WWW.PET
TRACKER
SALES AND
MARKETING
EXPENSES
IT
MANAGE
MENT
PHYSICAL AND
IT STRUCTURE
HOSTING
INFRASTRUCTURE
OPERATIONAL
TEAM’s
HOSTING OR
DATA CENTER
EXPENSES
KEY HUMAN
TECHNICAL
RESOURCES
GENERAL
ADMINISTRATION
EXPENSES
APP STORE
PERSONAL
ASSISTANCE
PRODUCT
RESEARCH &
DEVELOPMENT
CONNECTIONS IN
REAL TIME TO
FIND YOUR PET
GOOGLE +
RESEARCH &
DEVELOPMENT
FINANCE
EXPENSES
BANKS AND
PSE
INSTITUTIONS
INTERNET /
MOBILE
USERS WITH
PET
ADVERTISERS
CROSS –SIDE
NETWORK
EFFECTS
LOGISTICS
GPS COLLAR
“RECOVERY
COSTS”
MARKETIN
G &
ADVERTISE
MENT
GPS
PROVIDERS
GPS
DEVICE
PET STORE
VETERINARIES

5. LEARNING ABOUT THE INDUSTRY & OUR MARKET
73 million homes in the U.S own a pet , 57% of American households today own either a dog
or cat.
$52.87 billion have been spent on our pets in the U.S.
More than seven in 10 households own a pet of some type.
SO…WHAT DO OUR CUSTOMERS SAY?: CONCLUSIONS OF OUR MARKET ANALYSIS:
1º Wide market for us: 50% consider their pet as part of their familiy at least, and usually
buy products and other gadgets to their pet. Most of the people buy them in physical shops, not
using the online way to get them. So:
- The online market is nowadays under exploded.
- With our new social network, marketing incomes thanks to the enterprises interested in
associating their brands with us.
2º PET TRACKER´S WORTH. 95% of the interviewed consider our app definitely useful for
their pet.
3ºMost of the people would able to spend until 40$ in our product.
4ºMost of the people would support a platform to get some information about their pet care
or other issues relative to it, at the same time they use them as a pet owners new meeting
point.

6. PetTracker SALES STRATEGIES
When taking into consideration a startup product already launched the following strategies should be taking
into considerations.
Short Term (1-6 months)
1. E-Mail contact (based on the views of our
MK page).
2. Social Networks contact through our
official profiles.
3. Be different from “the others”: faster
tracker services, excellent fee prices and active
and helpful community.
4. A period of Free Services.
5. Collar cost has to be part of monthly fee.
Medium Term (6 months - 2 years)
1. Use the vet’s sales channel for selling our
products
2. Paying for online publicity, including mail
lists campaigns, Google and Facebook ads by
using the “Pay-per-click” advertising.
3. Start selling in specialized pet stores.
4. Increase sales: shorten sales cycles.
5. Volume discounts due to owning more
than a pet.
Long Term (2- 5 years)
1. Penetrate the most promising and profitable markets and sectors, even countries.
2. Selling Value Over Price. The Pet Tracker “Brand Experience”.
3. Hire top sales people and country representants: this is to expand the business in every country and
trying to replicate the business model.
5. Build long-term relationships with your customers: Customer database.

7. PetTracker PARTNERSHIPS
15 Specialized pet clinics, 21 Grooming Services for Pets, 15 Obedience and Behavior
companies (pending), 23 Dog Care and Boarding companies and 21 Pet Shops and Small Pet
Boutiques were identified in the DC area.
The nation’s capital could be used as test market for our product. The distribution and
partnership scheme could be easily replicated nationwide. Large providers and distributors
cover mainly the United States and Canada.
Ways of selling the product in pet clinics:
-Advertising in their reception and promotion of the product among their clients.
-Weekend booths in their centres.
- Display windows where the PetTracker will be shwn. They will expect to receive a 5% of the
sale.
Pet grooming services and groomers in general, are more interested in the product than offering
to their clients. However, when we offer a percentage (1.5-5%), they were more interested and
are willing to offer in their shops. The way of selling is giving it on consigment (leave the
product with them and once it is sold the pay you minus a fee).
In case of Dog Care and Boarding Companies, banners and advertising on their web page.

8. PetTracker DISTRIBUTION
They typically buy at 60 days invoice date, However if there is a distributor like Petco who buys
at 90 days, you will be receiving your money 150 days before. We were convincing of direct
supplying. That is something that we need to keep in mind with small sellers.
Regarding the first group, we need to enter in their supply chain management as a partner and
supplier. As we are not doing business with a chain like this we will need to fill the next
minimum requirements.
The process for Big buyers is exactly the same for all of them, However, companies like Walmart
required a very competitive Price almost 20% below what we should sell to Small shops.
BIG PET STORES
(like Petco and Petsmart)
uses its purchase power to distribute
to smaller competitors or partners
REST OF BOUTIQUE AND SMALL STORES
(15 stores that carry most of the pet´s food and items):
All of them receive product from distributors mainly
specialized food providers
Distributors of Pet stores:

9. Cost & Revenue Model Summary
Year1 % Year2 % Year3 %
Revenue 1,910,820 1 2,503,371 1 3,944,163 1
Cost of Goods Sold 144536455% 76% 167378079% 67% 284542734% 72%
Gross Margin 465,455.50 0.24 829,590.19 0.33 1,098,736.04 0.28
Cost of Sales APP and Marketing 4058579% 2% 4406158% 2% 5339058% 1%
Cost of Product Development 11940000% 6% 13731000% 5% 15790650% 4%
Costs of Salaries Wages and benefits 264,000 0 501,600 0 613,800 0
Other Operating expenses 83400 0.0436 87570 0.034981 91948.5 0.023313
Total Expenses 347,400 0 589,170 0 705,749 0
Net Profit before Taxes & Finance Leverage 118,055.50 0.0618 240420.1858 0.096039 392987.5387 0.099638
Finance Leverage 89,638 0 113,148 0 177,559 0
Taxes 7,104 0 31,818 0 53,857 0
Net Profit 2131296% 1% 9545448% 4% 16157156% 4%
Assumptions:
Finance Leverage as % of Cost and Expenses
PetTracker COST & REVENUE MODEL SUMMARY

10. Salaries & Benefits Costs
Headcount Salary YR 1 Yr 2 yr3
People People People
Sales 45.000,00
$ 90.000,00
$ 90.000,00
$
Makg -
$ 40.000,00
$ 40.000,00
$
Operations & Administration 40.000,00
$ 80.000,00
$ 80.000,00
$
Technical 30.000,00
$ 30.000,00
$ 60.000,00
$
Systems 60.000,00
$ 90.000,00
$ 120.000,00
$
finance 25.000,00
$ 50.000,00
$ 75.000,00
$
Direct HR Cost 200.000,00
$ 380.000,00
$ 465.000,00
$
Employee Costs of benefits 32% 64.000,00
$ 121.600,00
$ 148.800,00
$
Cost of salaries 264.000,00
$ 501.600,00
$ 613.800,00
$
Assumptions:
32% of wages burden: Taxes, pension plan, medical insurance, social security, fringe benefits, etc. (Carga Social)
Technical, Systems and Finance in Colombian Cost
PetTracker SALARIES & BENEFITS COSTS