The wheel dog company : introducing an innovative dog scooter

Abstract

This master thesis describes the venture of the so-called 'Wheel Dog Company' in a business plan. The innovation that will be introduced in the market is a compact dog-scooter, which can be used as a sports instrument or simply as a useful tool for walking the dog. The product can be designed in accordance with the preferences of the consumers (mass customization). As a business plan, the thesis describes all relevant internal and external elements and strategies for starting the venture. It includes a market analysis, a description of the venture and plans for production, operations, marketing, organization and finance. The information used in the thesis is based on market research reports, official statistics, trade register excerpts, relevant (academic) literature, Internet research (in particular on user innovations), telephone interviews with different key players in the market throughout Europe (pyramiding) and a personal survey conducted at the World Dog Show 2012 in Salzburg, Austria.