Question

Topic: Branding

Positioning Statement For A Potential Pet Retreat

Posted by Anonymous on 7/15/2010 at 3:39 PM ET 250 Points
I am looking to open a pet retreat in the heart of Western North Carolina. I plan to locate my pet suites in a rural setting on the family farm which is somewhat secluded, yet only minutes to town. We plan to offer pet boarding in a luxury condos, doggy day care, grooming and therapeutic pet services.

I am in need of a positioning statement for this potential business. I know that we are ideally offering peace of mind, comfort, quality care, superior customer service and more in a retreat like setting.

My target market includes empty nesters, DINKS, and baby boomers with annual household incomes greater than $70,000. My target market is also extremely pet centric and their pets are treated as family members.

Any suggestions would be greatly appreciated.
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RESPONSES

  • Posted on 7/15/2010 at 4:27 PM Accepted
    We do this sort of thing for clients all the time. You're smart to seek professional help. The positioning statement is so critically important, yet most people just wing it and their whole marketing program is sub-optimal as a result.

    Perhaps the best thing would be to communicate by email or phone. It's not likely we'll be able to deep-dive your situation with short postings on this forum.

    You may contact me via email (in my profile), and I'll get back to you promptly.
  • Posted by Jay Hamilton-Roth on 7/16/2010 at 3:04 PM Accepted
    Are you envisioning people needing your services daily or only when they go on vacation? Also, what's the competition like - not just people who board, but also housesitters, dog walkers, etc.? Given your specific target market, what percentage of them have dogs and what percent of these dog owners are likely to need your services?
  • Posted on 7/21/2010 at 12:26 PM Accepted
    Look, positioning statement is not easy task. You first need to develop a strong brand for your business.
    This might be as simple as 'Pet Care' or more unique and differentiate as 'live as a friend'.

    After you able to develop a strong brand then it is better to work on positioning statement. Positioning statement also known as tag line or slogan. The purpose of it is to describe what your business is and best delivers your goes into the minds of customers.
    Your tag line should be not more that three to four words and tells, 'about your brand, attributes and benefits that you provide. It must be unique and differentiated from competition.
    Think on your business, services you want to deliver, unique benefits you provide and then also search your competitors if any. What they deliver, how they position their business. Also survey customers and try to get what their needs are and how they want to get solutions.

    So it is not as simple as you think.....but if you have vision and take this business sincerely then you need to do more than just suggessions.
    Thanks
  • Posted on 7/29/2010 at 9:18 PM Accepted
    A strong positioning statement must incorporate a clear business description, the attributes that differentiate you from others, and reasons to believe/benefits.

    The best positioning statements are built from the outside in. It's not about what you want to tell people; but what you learn about yourself that will resonate with them.

    Feel free to contact me if you would like to know more.

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