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Saving in your wallet, Transparency in your vet cost
Commonground

Problem
Lack of transparency in
veterinary prices and services
limits their access to provide
the proper care
Vet costs are always more
expensive than expected
Current system does not prepare
the pet owners with enough
information to make informed
ﬁnancial decisions.
1st 2nd 3rd
Corey Rossi, Jiyeon Park, Dewen Zhang | Common Ground | 11/1/20| 1

CurrentStatusQuo
$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

Problemvalidation
100%
● 15 out of 15 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%
● 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.

Valueproposition
01
Alleviating pet owners’ fears
of the vet due to unexpected
prices or rates.
Taking care of your pet with
conﬁdence by creating
awareness of vet cost + pet health
Product focus on community
driven compendium02 03

Solution
Appbased
● Compares information &
experiences about vet ofﬁces
● Filter out the vet ofﬁces by the
symptoms, costs, and distance
● Transparency of vet procedures
Community Service
Petsavvy

EarlyMVp
● We will know the hypothesis is
valid if by November 4th,
2020, we get 60% of people
we send our MVP to are
willing to respond.
● The qualitative observable
outcome will be how detailed
the responses are.
WebelievethatCommunity-members are
motivatedenoughtocreatereviews

Businessstructure
Revenuemodel Deliverychannel
Freemium / Advertising Online - App Service
Relationships
C2C - Customer to Customer

Marketsize:veterinarycaremarket
U.S.veterinarycare Marketinthebay area Marketshare
U.S. veterinary care is a nearly $20 billion market in
2019, with an estimated growth rate of 5% per year.
Veterinary care for pet dogs and cats in the Bay
Area: $531 million
5% market share in dog and cat veterinary
care market in the Bay Area.
$20billion
market
Growth rate of 5% per year
$531million
$27million
Total Available Market Serviceable Available Market Share of Market

Marketsize:veterinarymarketing andmanagement
$600million
$20 billion * 3%
$15million
$81K
$531 million * 3%
$27 million * 3%
U.S.Vetmarketingmarket Bay area vetmarketing
The total veterinary marketing market in US is
around $20 billion * 3% = $600 million
In the Bay Area, veterinary marketing cost totals up
to $531 million * 3% = $15 million
Marketingbudget
Marketing budget for a typical veterinarian
clinic is around 3% of its total budget
Total Available Market Serviceable Available Market Share of Market

Marketvalidation
60%
● 9 out of 15 interviewees said that they 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%
● 15 out of 15 interviewees agreed that they are
willing to pay for the vet cost regardless of
the price.

Competition Service / care
platform
Profession-drivenCommunity-driven
Pet
Savvy

Markettype
Resegment an existing
market as a niche player
Corey Rossi, Jiyeon Park, Dewen Zhang | Common Ground | 10/18/20 | 10

We arecommonground
Corey Rossi Jiyeon Park Dewen Zhang
OurMission
“To provide opportunities by ensuring that people gain the skills, and knowledge,
that will empower companionships. ”
Messaging, Marketing, Brand & Sale Technology & Distribution Finance, Investor relations, Operations

THANKyou!
Do you have any questions? Feel free to reach out!
https://parkjiyeon3.wixsite.com/commonground
Team: commong20nd@gmail.com
park.jiyeon@cca.edu
dewen@cca.edu
corey@cca.edu

00
Referenceresources

What areournextsteps?
01 02 03 04
Keep reaching out to veterinarian in
order to receive solid point of view
Deﬁne our product more
clearly
Continue with validations of our
market info + business structure
Keep developing and
validating our MVP

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
Week 8Week 8
MVP
development
and experiment

00
Moleculeupdates

Molecule:9/20/20
People looking to
adopting a pet.
Solution
Not sure if they can
provide the right care for
the pet

Molecule:9/27/20
Current Pet owners
Solution
unexpected medical
conditions revealed, vet
visit becomes very costly
Changes = Changes Made

Molecule:10/18/20
Current Pet owners
Solution
veterinary prices and
services limits their
access to provide the
proper care

Molecule:11/1/20
Current Pet owners
Community driven app,
that compares
information &
experiences about vet
ofﬁces
veterinary prices and
services limits their
access to provide the
proper care

00
Leancanvasupdates

Leancanvasﬁrstdraft:9/27/20
Problem
In Progress
Existing Alternatives
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
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

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

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
Unique Value Proposition

1. We optimize our product with a speciﬁc
focus
2. Filtering out the search based on the pet's
symptoms, cost of vet, distance of vet, etc.
3. The audience we want to reach is
represented by our team of IXD designers
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. Connect and share the vet + pet
information with other pet owners
4. Creating awareness of vet cost + Pet Health
Unique Value Proposition

00
Marketresearchupdates

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

Marketresearch:veterinarycaremarket-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

Marketresearch:veterinarymarketing andmanagement-10/28/20
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

00
Marketinfoupdates

Businessstructure:10/18/20
Structure Revenue Model
Relationships Delivery Channels
B2C - Business to Customer
Marketplace
Online
In Progress

Comparativeresearch:9/27/20 High Cost
ServiceProduct
Low Cost

Comparativeresearch:10/4/20 High Cost
ServiceProduct
Low Cost
= Changes Made

Comparativeresearch:11/1/20 Full service
Self service
Professional-drivenCommunity-driven

00
Teamconceptingsprint:10/28/20

Keyuses
Brainstorming
as a team
Top Pick

Featureset

Hypothesis:10/28/20
● We believe that pet owners would beneﬁt from having better ways to
address the lack of transparency in veterinary prices and services
that limit their access to provide proper pet care, and are willing to
pay for a community driven app that compares information &
experiences about vet ofﬁces for clarity.

00
Othersources

Landingpage

Explainervideo

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

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/

Comparativeresearch
○ https://www.airvet.com/faq
○ https://www.ask.vet/
○ https://www.petcoach.co/about/
○ https://vitusvet.com/solution-home
○ https://pawtocol.com/whitepaper/
○ https://www.petmd.com/dog/conditions
○ Other Companies: https://docs.google.com/spreadsheets/d/1hNrBPUjKqvpReF0Hle_bQNjEfb8iOoj0KUaR5MhJUyQ/edit?usp=sharing

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