ASSIGNMENT 25A-What’s Next?
What I Think Is Next: EXISTING MARKET
I think that a sensible service to add for existing customers is to expand into small animal cremation. Horse owners, particularly the sector that I am targeting, tend to have dogs also. Not scruffy outdoor farm mongrels. Dogs that are treated better than family members. Dogs that sleep in their beds, ride in their laps when drive, sit in the seat of the shopping cart at Publix. If these owners have a wonderful impression of their horse cremation experience, perhaps they will send their little canine companions my way after they pass.
Upscale memorial boxes and urns would be obvious add-ons, as well as photography or art integrated into the keepsakes.
Reflection:
After Imagining what three individuals from this market might say, I think to grow in my existing market I really should be open working more closely with veterinary offices as well as ambulatory equine vets. They are obviously on the front line of animal mortality and would be best positioned to steer traffic my way.
Working with local craftspeople with prestige grade materials for memorial boxes could appeal to the upscale sensibilities of my ideal customers. Tasteful photo album creation or footprint casts are also options to explore. I have seen other crematoriums offer for an added fee the opportunity for the owner to witness the cremation, Apparently, that can provide closure for mourners.
For the thoroughbred owners, processing paperwork with the Jockey Club, documenting the humane and timely death of the registered animal would likely be a necessary service.
NEW MARKET:
I think that my new market could be larger facilities like Florida racetracks, unfortunately, catastrophic training or racing accidents result in a need for removal and documented incineration. Medical waste from offices and labs could be a way to make use of downtime, these could be compiled and stored to destroyed en masse.
Reflection:
I am imagining that racetracks would not want to go to the expense of cremation if there are existing inexpensive substitutes still available (Landfill, burial). This may be an issue to bring up with our governing agency and obtain some sort of endorsement, perhaps this could initiate regulation that will encourage tighter oversight of the life cycle of the thoroughbreds.
The addition of medical waste disposal may open up the opportunity to receive waste from other removal services, requiring additional incinerators but not additional drivers. Securing contracts would be the responsibility of the other providers, I would charge by the pound for disposal. I imagine that venturing into this segment would require more licensing and permitting, not sure I would want to deal with the resulting environmental issues that would go hand in hand. Not an impossible transition and could level out productivity,
Hey Sarah, I think the expansion into smaller pets is a great idea! So many people care for their pets like children and want nothing but the best for them, meaning they would also spare no expense. As for the thoroughbred issue at racetracks, some government incentive would most likely be necessary, or a lot of media coverage that would force these racetracks to do the right thing, for their publicity's sake. Another great point is to work with vets in your area, not just for the small animals but for your horses as well. Good luck!
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