MARKETING PLAN PART I COMPANY ANALYSIS 6/28/10

Introduction It is a hospital for horses. Specialty: veterinary medicine and surgery Location: Eugene, Oregon. Veterinarians: 1. Richard Mosier: partner, started in Chris Camp: partner, started in Brett Lemhouse: associate, started in Kathy Connell: associate, started in 2008

GOALS & OBJECTIVES

Goals &Objectives 1. Provide healthcare to horses of Lane County. 2. Maintain a high level of capabilities through cutting edge technologies, equipment and education. 3. Have the facilities and equipment available to provide a high level of care (varies by horses and owners). 4. Provide basic animal health services as well as higher end procedures. 5. Maintain a well trained staff that is customer focused.

SERVICES & SIGNATURES

Services Routine maintenance: dental, vaccinations, sheath cleaning, etc. Lameness exams. Breeding work. Emergency services. Examinations and diagnostics for animal health and well being. Field calls, aka “Farm calls”

Signature Focusing on carving out a niche Lameness work Performance horses Customer service. Length of service – 35 years. Quality reputation within the community. Service – ability to perform a wide array of services with top notch equipment and staff. 4 doctors – multiple perspectives, practices and personalities.

STRENGTHS & WEAKNESSES

Strengths Quality of service. Staff and veterinarians have a strong commitment to continuing education. Ability to service a wide spectrum of clients. Recognition of the changing market and demographics of horse owners. Reputation Dedicated clientele

Weaknesses Facilities are old and hindering. With multiple personnel it is difficult to maintain a consistent front when a client is seen by different veterinarians (difference of professional opinions). Cost of some services. The routine business has been eroded by low cost providers.

STRATEGIC PLANS

Strategic Plans The Image: Full service facility that practices high quality medicine and surgery in conjunction with customer care. Promote the interests of both animal and client. Staff dedicated to the health and well being of animals and their owners.

Strategic Plans The Position: Demonstrate a professional quality that clients will come back to after shopping around. Want to be more of a referral based clinic. Aspire to be the premier provider of veterinary services in the region.

MARKET SHARE

Market Share Large animal veterinarians are viewed in two perspectives: for emergency services, or scheduled services. Largest practice in the local area, most likely has the largest market share of any company. The number of overall clients is decreasing, but the frequency of visits among retained clients is increasing. The overall market is in a downward turn due to the economy. Decreasing because unhappy customers leave, and typically give no reason.

THANK YOU QUESTIONS / COMMENTS? 6/28/10