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SITUATION
Mary Wilson is a 31-year-old wife and mother who wants to start her own company. She has no previous business experience but has an idea for marketing an animal-grooming service, with an approach similar to that used for pizza delivery. When a customer calls. Wilson will arrive in a van in less than 30 minutes and will provide the grooming service. Many of her friends think the idea has promise but dismiss her efforts to seriously discuss the venture. However, Wilson is not discouraged; she plans to purchase the van and the necessary grooming equipment.
1. What target market or markets can you identify for Wilson? How could she forecast sales for her service in each market?
2. What advantage does her business have over existing grooming businesses?
3. What business name and promotional strategy would you suggest that Wilson use?
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