Camille Davis
Organizational behavior
4/2/2013-Individual Project

Ruff Royalty is a pet store and an indoor dog run with a speakeasy type lounge that serves alcoholic beverages. Ruff Royalty caters to the canine crowd that provides a luxurious social experience for dogs and their owners. The owners who treat their furry friends like their own children. Ruff Royalty does not discriminate by size, breed, or disability factor; this is a place where the outgoing, social mammals can get affiliated.
The model of Ruff Royalty’s business will be setup with a clear vision. The financial bases are reached by the market clientele. Ruff Royalty gives the option of shopping at the store, purchasing a membership for the dog run and/or bar or the option of a la carte activity/ies . As the pet industry grows, Ruff Royalty’s business when marketed correctly will succeed within the market, acknowledging a few factors. The plan is to reach clientele with a marketing strategy that is fun and catchy. Starting from a baseline of “ come grab some R&R for yourselves. ("Ruff Royalty") Within the Pet Retail Industry IBISWORLD Pet report states “Pet Stores industry is in a growth stage of its life cycle, typified by new product introductions and rising number of enterprises. The industry’s contribution to the US economy is expected to increase 3.3% per year in the 10 years to 2017. In comparison, US GDP is projected to grow by 1.9% annually over the same period. This indicates that the industry is growing at a faster rate than the economy, a sign that it is in the growth phase of its cycle. Over the five years to 2012, the industry has posted strong sales driven by pet owners increasingly humanizing their pets. American Pet Products Association indicated that a tipping point was reached in 2005/2006, whereby people began rewarding pets in human terms. Consequently, new products and services have emerged in this industry to cater to this trend; increasing number of pet stores began to offer premium pet food and treats, in addition to services such as grooming, training, walking and full- service boarding. This trend of rapid product introductions indicates that the Pet Store industry is in the developing stage. However, new products introductions are expected to slow down in the five years to 2017, as product saturation is reached.” (IBISWORLD.com 2012) Speakeasies were numerous and popular during the Prohibition years (1920–1933, longer in some states) manufacture, and transportation of alcoholic beverages were known to be illegal throughout the United States. Some of them were operated by people who were part of organized crime. Even though police and agents of the Bureau of Prohibition would often raid them and arrest their owners and patrons, and they became so profitable during that time they continued to expand, they were also to be known as a blind pig or blind tiger.
Individual bars/lounges need to keep and constant flow of traffic combined with a loyal client base in order to generate profits as well as retail location. Sustainable pet businesses have advantages in areas such as purchasing, financing, and marketing. Smaller bar like speakeasy locations are able to compete “by serving a local market, offering unique products or entertainment, or providing superior customer service. The industry is labor-intensive: average annual revenue per worker is about $60,000. Bars and nightclubs compete with other venues that offer alcoholic drinks or entertainment, including restaurants, hotels, and casinos. Drinking establishments also compete with the home consumption of alcohol” (IBISWORLD.com, 2012). Bar business business revenues grew 3.5% in 2011 and is projected to increase 3.2% to $22.7 billion in 2012. This is a promising development since bar business revenue growth has been relatively flat since 2007: despite the projected 3.2% increase in 2012, the 5 year average annual revenue growth will likely be slightly negative