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Pet Care Needs -
A user research case study
Team 5: Abhishek, Afif, Anjali, Pragya, Pramod, Tanvi
3rd Sept 2023
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Table of contents
PROBLEM STATEMENT
USER NEEDS
JOBS TO BE DONE
USER PERSONA
OPPORTUNITIES SOLUTION TREE
ROADMAP
INFORMATION ARCHITECTURE
WIREFRAME
COMPETITIVE LANDSCAPE
REFERENCES
ANNEXURE
SUPPORTING DOCUMENTS
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Petfalls (Problem Statement)
Pet parents in India have a tough time finding trusted veterinarians who are
also affordable. Getting quick access to veterinarians and pets' medicines is
a task that requires one to spend anywhere between 1 to 3 hours to travel to
the vet, wait for their turn and then search for medicines. It isn't any easier to
find and get x-rays, sonography or other pathological tests done. Lastly, pet
parents have a hard time finding verified pet sitters, pet boardings and
groomers who can be trusted to look after their pets' needs with love and
care.
About the industry
• India’s pet care market is growing at 13.9% annually, making it one of the fastest-growing pet care markets in the world.
• It is estimated that India’s pet care industry will reach $800 million by 2025.
• By 2022, India’s pet care industry was projected to reach $490 million.
• Dogs are the most popular pet in India, with an estimated 31 million pet dogs projected by the end of 2023.
• Cats are the second most popular pet in India, owned by 20% of pet owners.
• In 2021, 41% of people in India did not own a pet.
• Every year, 600,000 pets are adopted in India.
• The pet food market in India is over $310 million.
• Pet owners in India spend approximately Rs 4,000 per month on their pets, or $52.00.
• The Indian veterinary healthcare market is valued at $169 million and is expected to reach $186 million by 2027.
• Pet groomers in India can expect to make between $130 and $325 per monthly.
• The Indian veterinary healthcare market is valued at $169 million and is expected to reach $186 million by 2027.
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Knowing the Pet Owners
• Avg Age of the Pet Owners Ranges from 21-40
• Spends Around 6-7k per month on Pet Healthcare
• Finds it Difficult to get a trusted vet with good experience and
knowledge
• Visits the vet at least once a month
• Hates waiting long for appointments and no availability of services 24/7
• Majority of them Either has a dog or a cat as their pet
• Current Vets are usually 20 mins far (around 3-8kms)
• Finds vet fees and grooming services a little expensive
• Looks for Cleanliness and hygiene while finding a pet clinic.
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Jobs-to-be-Done (JTBD)
SITUATION MOTIVATION OUTCOME
- When my pet falls ill and I can't step out I want to book a Home Vet visit and so I don't have to step out
out of the house.
- When I need to buy a over the counter medicine for my pet I want a quick & reliable opinion from a fellow
pet owner so that my pet's condition doesn't worsen.
- When I need to leave my pet with someone I should be able to find a trusted & safe pet sitter and book
them so I can be assured my pet is in a safe environment in my absense.
- When my pet needs to be rushed to a hospital under an emergency I need to take my pet in an
ambulance with life support so that my pet's condition doesn't deteriorate.
- When my pet needs grooming I want to be able to book a an appointment to a pet groomer with good
ratings so that the pet is well groomed by a professional while ensuring good hygiene.
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User Persona 1
POOJA
Pain Points
Age & Gender: 23 years old, Female
• Emergency Phobia: Urgent vet care must be quick and reliable.
Occupation: Helps run the family business
• Limited Diagnostic Services: Finding advanced services like x-rays is Location: Mumbai
a struggle.
• Seasonal Health: Recurring skin and ear issues concern her. Pooja has had her dog, Max, since he was a
pup. Max recently swallowed a small toy.
Pooja was frantic. Thankfully, a quick virtual
consultation with a vet confirmed that
How Our Product Helps
immediate surgery wasn't needed, but she
• 24/7 Emergency Response: For immediate, life-saving interventions.
was prescribed a laxative and asked to
• Virtual Vet Consultations: Quick, reliable, and potentially life-saving. monitor him closely. That consultation
• At-Home Diagnostics and Seasonal Care Packages: Customized potentially saved Max's life and gave Pooja
solutions delivered to her doorstep. some peace of mind.
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User Persona 2
ASMA
Pain Points
Age & Gender: 27 years old, Female
• Elusive Medicine: Accessibility to medications is a constant
Occupation: Air Hostess at Vistara
challenge. Location: Delhi
• Affordability: Sky-high vet charges.
• Tight schedule: Frequent flying prevent her from always being Jyoti was 30,000 feet in the air when she got
present for her cats. a notification from her automated feeder that
it was empty. Panicked, she used her layover
time to call her flatmate to give them some
How Our Product Helps
food but her phone was unreachable.
• On-Demand Pharmacy: Medicine delivery that comes to her.
Fortunately, she was able to book a pet sitter
• Virtual Vet Consultations: Affordable and accessible—even from an immediately to check on her cats' well-being
airport. and give them some food and company for
• Trusted Pet-Sitting: Because even high-fliers need a safety net. about 2 hours.
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User Persona 3
MADHUR
Pain Points
Age & Gender: 30 years old, Male
• Regular Medical Visits: His senior dog needs consistent care.
Occupation: HR Manager at an IT firm
• Family Healthcare: Keeping up with multiple pets' health is Location: Bangalore
overwhelming. Pets: Has 3 dogs
• Inaccessibility: It is hard to find medicines and get them in time.
Madhur was in back-to-back meetings when
he noticed his oldest dog, Lady, limping more
than usual via her home security camera. He
How Our Product Helps
booked a virtual vet consultation right from
• Tailored Elderly Pet Care: Specialized home-based services for
his office and informed his househelp. The
aging pets. For timely, life-saving care without the waiting room. vet quickly identified signs of arthritis
• Multi-Pet Packages: One-stop solution for her entire pet family. exacerbation, and adjusted Lady's
• E-pharmacy: To get easy access to hard to find medicines. medication immediately and Madhur placed
an order for it via e-pharmacy.
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Click here to enlarge
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Pawsibble Roadmap
Community Pet boarding Virtual consultation Ambulance E- pharmacy
YEAR 1 Q1 YEAR 1 Q2 YEAR 1 Q4 YEAR 2 Q2 YEAR 2 Q4
YEAR 1 Q1 YEAR 1 Q1 YEAR 1 Q3 YEAR 2 Q1 YEAR 2 Q3 YEAR 3 Q1
Dog walking Pet sitting Pet At home vet visits Pathology test 'Pawtect'
grooming
Pet insurance
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Information
Architecture
Click here to enlarge
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Competitive landscape
• During our research, we found there were only 4 companies that offer wellness services such
as pet sitting, pet boarding, pet walking and grooming. Out of which only 1 operates at a
national level and the other 3 operate at a city level.
• For healthcare, there are only 3 established companies out of which 2 function at a city level
and only 1 functions at a national level.
• Most of these companies were established in or after 2017.
• Pet Backers has 2 million to 5 million dollars since getting established in 2017.
• Pet Nest was established in 2019 and has over 800 veterinary doctors and more than 1,000
pet groomers who work on a commission basis across more than 25 cities across India.
• Veteva was established in 2020 and the product was launched in January 2023.
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References
https://www.pawspace.in/pet-sitting-services/
https://kuddle.pet/
https://pawpurrfect.co/services/
https://www.lybrate.com/thane/veterinarian
https://yourstory.com/2022/03/petcare-startups-pawfect-heads-up-for-tail-wiggles-just-dogs
https://petex.in/assets/pdfs/industrial-report-on-pet-care-industry-2023.pdf
https://www.morganstanley.com/ideas/us-pets-investing-trend
https://petkeen.com/pet-industry-statistics-india/
https://petex.in/assets/pdfs/industrial-report-on-pet-care-industry-2023.pdf
https://yourstory.com/2022/03/petcare-startups-pawfect-heads-up-for-tail-wiggles-just-dogs
https://startup.outlookindia.com/analysis/india-s-pet-care-industry-basks-in-the-glory-of-post-pandemic-puppy-love-
news-6440
https://www.marketdecipher.com/report/india-pet-care-market
https://www.livemint.com/news/india/indias-pet-care-industry-grows-after-covid-pandemic-nestle-emami-join-sector-
11659261412145.html
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Annexure
Summary Of Responses -
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User Research Material
Interview Questionnaire
Survey results
User Interview Transcripts
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In loving memory of Shanu, the goodest
boy who was definitely motivated by
treats but more so by love.
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Thank you!
