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Corey Rossi, Dewen, Zhang, Jiyeon Park | Creative Founders | Fall 2020 | Oct. 18th, 2020
Week7:Commonground

Hello,We arecommonground-
Corey Rossi Jiyeon Park Dewen Zhang
Corey Rossi, Jiyeon Park, Dewen Zhang | Common Ground | 10/18/20 | 1
OurMission
“To provide opportunities by ensuring that people gain the skills, and knowledge,
that will empower companionships. ”

Molecule
Current Pet owners
Solution
Lack of transparency in
veterinary prices and
services limits their
access to provide the
proper care

Whyisthis a problem?
$23,000
“Doeverything”
1/ 3
Average lifetime cost of
owning a dog can be around
$23,000
The perceived social pressure to “do
everything” for a pet can guilt people
into spending high cost options
1 / 3 animals require
emergency veterinary
care each year

evidence
60%
● From 60% of our interviews we found that people
are comfortable going online to ﬁnd solutions for
their pets health before escalating the issue to a
veterinarian due to the fear of vet costs.
100%
● 100% of our Interviewees said that they receive
the invoice at the end of the process and the bills
are always more than what they’ve expected.
100%
100%
● Out of the interviewees who did not own
pet insurance agreed that they either did
not know about the existence, do not trust,
or feels unnecessary.
● 100% of our interviewees agreed that they
are willing to pay for the vet cost
regardless of the price.

Customerstory
01

Explainervideo

Landingpage

Businessinformation
02

Businessstructure
Structure Revenue Model
Relationships Delivery Channels
B2C - Business to Customer
Marketplace
Online
In Progress

Markettype
Resegment an existing
market as a niche player

1.Pet loving IXD designers
2.We are lifetime pet owners
3.We have team members that are
passionately looking to adopt.
4. The audience we want to reach is
represented by our team
Week7:Leancanvas
Problem
Existing Alternatives
Customer Segments
Early Adopters
1. Vet prices aren’t explained
thoroughly
2. The costs of certain vet services
are unpredictable
1. pet insurance companies provide
different cost rates
2. Petdesk allows users to receive
notiﬁcations about check-ups
3. airvet provides a way to do check
ups easily over the phone.
1. Pet owners trying to save money / time
2. Pet owners needing affordable & reliable
care for their pets
Pet Owners
Channels
1. App Service
2. Web Service
Unique Value Proposition
Unfair Advantage
1. Alleviating pet owners’ fears of the vet due
to unexpected prices or rates.
2.Taking care of your pet with conﬁdence
3.Taking out the guess work in your vet bills.
4.Giving the best care you can to your pet
1. Subscription
2. Marketing service
3. Advertisement (Sponsored product)
Revenue Streams

Marketinformation
03

Marketresearch:veterinarycaremarket
SOM
5% market share in dog and cat veterinary
care market in the Bay Area. Market size is
about $27 million.
TAM
U.S. veterinary care is a nearly $20 billion
market in 2019, with an estimated growth
rate of 5% per year.
SAM
Veterinary care for pet dogs and cats in
the Bay Area: $531 million

Marketresearch:veterinarymarketing andmanagement
SOM
Marketing budget for a typical veterinarian clinic
is around 3% of its total budget. Multiply that
with our obtainable vet care market we get $27
million * 3% = $81 k
TAM
The total veterinary marketing market in US
is around $20 billion * 3% = $600 million
SAM
In the Bay Area, veterinary marketing cost
totals up to $531 million * 3% = $15 million

Comparativeresearch Full service
Self service
Professional-drivenCommunity-driven

Nextsteps
04

What areournextsteps?
01 02 03 04
Keep reaching out to veterinarian in
order to receive solid point of view
Begin validating our product with
target users
Deﬁne our revenue streams more
clearly with the solution
Tune our engine into a phase of
ideating solutions.

Thankyou!

Referenceresources
00

WeeklyCustomerdevelopment
Week
Type of
Contact
# of
Interviewees
Week 3 Week 4 Week 5 Week 6 Week 7
24
Zoom Meeting
Interview
Zoom Meeting
Interview
Written
Response /
Interview -
Reached out to
vet / faculties
5 2
Reached out to
vet / Collected
target users
through Google
form
Updated and
ﬁnalized the
Business and
market
informations

Leancanvasﬁrstdraft:9/27/20
Problem
In Progress
Customer Segments
Early Adopters
1. Vet prices aren’t explained thoroughly
2. The costs of certain vet services are
unpredictable
3. Can’t remember to do check ups for animals
1. pet insurance companies provide different
cost rates
3. airvet provides a way to do check ups
easily over the phone.
care for their pets
Pet Owners

Leancanvasdraft:10/4/20
Problem
In Progress
Customer Segments
Early Adopters
1. Vet prices aren’t explained thoroughly
unpredictable
3. Can’t remember to do check ups for animals
1. pet insurance companies provide different
cost rates
3. airvet provides a way to do check ups
easily over the phone.
care for their pets
Pet Owners
Channels
1. App Service
2. Web Service
Changes = Changes Made

Leancanvasdraft:10/10/20
1.Pet loving IXD designers
2.We are lifetime pet owners
3.We have team members that are
passionately looking to adopt.
4. The audience we want to reach is
represented by our team
Problem
Customer Segments
Early Adopters
1. Vet prices aren’t explained
thoroughly
unpredictable
3. Can’t remember to do check ups
for animals
1. pet insurance companies provide
different cost rates
3. airvet provides a way to do check
ups easily over the phone.
care for their pets
Pet Owners
Channels
1. App Service
2. Web Service
Unfair Advantage
1. Alleviating pet owners’ fears of the vet due
to unexpected prices or rates.
2.Taking care of your pet with conﬁdence
3.Taking out the guess work in your vet bills.
4.Giving the best care you can to your pet

Marketdata ﬁrstdraft:9/20/20
TAM - Total Market Size:
- Pet adoption Market (Approximately 100 million)
SAM -Serviceable Available Market:
- The Adoption Market, The pet matching adoption market
SOM - Serviceable (or segmented) Obtainable Market :
- Provide a pet matching adoption service into the Pet Adoption Market

Marketdata draft:9/27/20
SOM
5% market share in dog and cat veterinary
care market in the Bay Area. Market size is
about $27 million.
TAM
U.S. veterinary care is a nearly $20 billion
market in 2019, with an estimated growth
rate of 5% per year.
SAM
Veterinary care for pet dogs and cats in
the Bay Area: $531 million

Comparativeresearch:9/27/20 High Cost
ServiceProduct
Low Cost Corey Rossi, Jiyeon Park, Dewen Zhang | Common Ground | 10/18/20 | 26

Comparativeresearch:10/4/20 High Cost
ServiceProduct
Low Cost Corey Rossi, Jiyeon Park, Dewen Zhang | Common Ground | 10/18/20 | 27
= Changes Made

Marketresearchreference
○ Basic expense structure of a veterinarian clinic: Payroll, Sales and Marketing and Other Expenses, Depreciation, Leased
Equipment, Utilities, Insurance, Rent, Payroll Taxes. https://www.bplans.com/veterinary-clinic-business-plan/financial-plan/
○ Report on Telemedicine https://www.avma.org/sites/default/files/resources/Telemedicine-Report-2016.pdf
○ $8-13k for marketing/management to open a Veterinary Clinic, about 10%
https://howtostartanllc.com/business-ideas/veterinary
○ iVET360 says you should consider spending around 2 to 3% of your revenue on marketing if you really want to increase your
new client growth and keep your foundational marketing best practices, like your website, functioning properly
https://ivet360.com/five-tips-for-creating-marketing-plan/#:~:text=iVET360%20says%20you%20should%20consider,like%20y
our%20website%2C%20functioning%20properly.
○ Veterinarian care providers that focus on wellness have the highest gross revenue ratio over 25% (26)
https://www.avma.org/sites/default/files/resources/2018-econ-rpt3-veterinary-services.pdf
○ Article about unnecessary veterinarian treatment and cost
https://www.dailymail.co.uk/news/article-1232217/Why-Im-ashamed-vet-shocking-expose-profession-puts-pets-painful-unnecessary-treatme
nts-fleece-trusting-owners.html
○ The truth is: Your veterinarian may not actually know the procedure costs
https://www.healthline.com/health/expensive-pet-care#The-truth-is:-Your-veterinarian-may-not-actually-know-the-procedure-costs
○ “Some Veterinarians Sell Unnecessary Shots, Tests to Make Extra Money, Says Former Vet”
https://abcnews.go.com/US/veterinarians-sell-unnecessary-shots-tests-make-extra-money/story?id=20967672
○ “Veterinary Costs: Where Does Your Money Go?”
http://www.veterinarybusinessmatters.com/2018/09/07/veterinary-costs-where-does-your-money-go/

Landingpage+ExplainerVideoLinks
● Landing Page:
○ https://parkjiyeon3.wixsite.com/commonground
● Explainer Video:
○ https://drive.google.com/ﬁle/d/15SLoJlhLr7gPzA4fQkYBvU--gOB4B5_Z/view?usp=s
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