Animal shelters provide underestimated benefits at different levels of the society. However, they are still not very popular among all segments of the population, as their lack of resources does not allow them to become appealing for the larger public. GATTACCI is my proposal of a new concept and business model for sustainable animal adoption, that redesigns the traditional cat shelter and transforms it into an innovative, inspiring experience for sustainable cat adoptions.

1. A new cat shelter business model

2. T A B L E O F C O N T E N T S:
MARKET
Italian pet market
Main pet adoption / purchase channels
Main drivers for pet choice
PROBLEM SETTING
Animal abandonment
Business model of animal shelters
Benefits of animal shelters
Why are animal shelters not popular?
SOLUTION
How can we make animal shelters popular?
Supporting trends
Moodboard
BUSINESS MODEL
Key activities
Benefits of the GATTACCI experience
COMPETITORS
Competitors mapping
USER SCENARIO
Francesca and Matteo’s GATTACCI journey
COMMUNICATION CAMPAIGN
Catvertising
Cat photography competition
Adoption campaign
FINANCIAL FORECAST
Cost projections year 1
Revenue projections year 1
Projections over 3 years

3. MARKET
MARKET

4. MARKET
MARKET
Italian pet market 25,354,000 pet owners in 2011*
7,992,559,000 € 5,307,250,000 € 3,216,035,000 €
58.3% 20.18% 13.4% 8.12%
NO PET
DOG
OTHER
CAT
2001 30% increase**
2008 32% increase **
2011 TOTAL EXPENSE FOR PETS: 16,500,000,000 €*
76% 17% 4% 3%
FOOD
GADGETS
BEAUTY
HEALTH
Source: Rapporto Italia 2011, Eurispes*
Source: Il costo degli animali domestici, Indagine ADOC, 2011**

5. MARKET
MARKET
Italian pet market 25,354,000 pet owners in 2011*
7,992,559,000 € 5,307,250,000 € 3,216,035,000 €
58.3% 20.18% 13.4% 8.12%
NO PET
DOG
OTHER
CAT
2001 The pet market is:
30% increase**
2008 an expanding, recession-resistantincrease **
32% market
2011 TOTAL EXPENSE FOR PETS IN ITALY: 16,500,000,000 €*
76% 17% 4% 3%
FOOD
GADGETS
BEAUTY
HEALTH
Source: Rapporto Italia 2011, Eurispes*
Source: Il costo degli animali domestici, Indagine ADOC, 2011**

6. MARKET
MARKET
Main pet adoption / purchase channels
HOME BORN
NETWORK
PET SHOP
BREEDER
SHELTER
40% * 31% 20% 5% 4%
€ (€) €
(€) **
€
55% 22% 16% 7%
BREEDER
SHELTER
BORN AT HOME
NETWORK
Average purchase price:
400 €
150 €
Source: Degl’Innocenti, G. l legame cane-padrone: una nuova prospettiva dell’attaccamento umano?
Università degli Studi di Firenze, A.A. 2004/2005*
Source: Small scale survey, self-conducted **

7. MARKET
MARKET
Main drivers for pet choice
PURE BREED
MUTT
80% * 20%
80%
**
50% 10%
50% 40%
EMPATHY
CHARACTER,
AGE (YOUNG)
PURE BREED
Source: Degl’Innocenti, G. l legame cane-padrone: una nuova prospettiva dell’attaccamento umano?
Università degli Studi di Firenze, A.A. 2004/2005*
Source: Small scale survey, self-conducted **

8. PROBLEM
PROBLEM SETTING

9. PROBLEM
PROBLEM SETTING
Animal abandonment
2011 TOTAL NUMBER OF ABANDONED DOGS & CATS (ITALY): 135,000
66% 33%
DOGS
CATS
Highest regional rates: Highest regional rates:
VENETO (549,000 yearly) CAMPANIA (70,000 yearly)
LAZIO (450,000 yearly) PUGLIA (70,000 yearly)
LOMBARDIA (300,000 yearly) SICILIA (68,000 yearly)
Source: Cifre sul randagismo, LAV Onlus report, 2008

10. PROBLEM
PROBLEM SETTING
Animal abandonment
2011 TOTAL NUMBER OF ABANDONED DOGS & CATS (ITALY): 135,000
66% 33%
DOGS
CATS
Animal abandon leads to:
Highest regional rates: Highest regional rates:
COLONIES OF SICK, HUNGRY
VENETO (549,000 yearly) ANIMALS CAMPANIA (70,000 yearly)
LAZIO (450,000 yearly) PUGLIA (70,000 yearly)
ATTACKS TO HUMANS
LOMBARDIA (300,000 yearly) SICILIA (68,000 yearly)
ROADKILL AND CAR ACCIDENTS
Source: Cifre sul randagismo, LAV Onlus report, 2008

11. PROBLEM
PROBLEM SETTING
Business model of animal shelters
MONITORING
TERRITORY
CARE
SHELTER
OWNERS
ADOPTION
Shelters are supported through: Shelters typically have:
PUBLIC FUNDING SCARCE RESOURCES
PRIVATE DONATIONS POOR ORGANIZATION
COLLABORATIONS WITH LOCAL HEALTH SERVICES POOR PROMOTION

12. PROBLEM
PROBLEM SETTING
Benefits of animal shelters
FINDING THE RIGHT PET-MATE (wide choice)
PERSONALIZED, UNBIASED ADVICE
INDIVIDUAL HEALTHY, VACCINATED PETS
SECOND LIFE
AGAINST ‘PUPPY MILLS’
PET REDUCING NUMBER OF STRAY ANIMALS
REDUCING NUMBER OF STRAY ANIMALS
AGAINST ‘PUPPY MILLS’
SOCIETY SUSTAINABLE BEHAVIOR

13. PROBLEM
PROBLEM SETTING
Why are animal shelters not popular?
DEPRESSING BAD HYGIENIC NO PURE BREED NOT PROPERLY
EXPERIENCE 38% CONDITIONS 32% NO YOUNG PETS 20% PROMOTED 10%
Source: Small scale survey, self-conducted **

14. SOLUTION
SOLUTION

15. SOLUTION
SOLUTION
How can we make animal shelters popular?
PLEASANT, INSPIRING CLEAN, TIDY FOCUS ON EFFICIENT
EXPERIENCE ENVIRONMENT PET CHARACTER COMMUNICATION

16. SOLUTION
SOLUTION
Supporting trends
Growing popularity of
associations for the adoption
of adult and abused dogs
GACI Facebook fans: 3,300
GACI (Greyhound Adoption Centre Italy)
Best practice: PAWS Chicago
no-kill shelter revolutionized
the concept of animal shelter
Since founding in 1997:
Reduced number of animal
killings in Chicago by half
In 2011:
Found a home for 4,268 pets
Spayed/neutered 17,235 pets
P A W S Chicago

17. SOLUTION
SOLUTION
Moodboard
re-designs the traditional cat shelter
and provides an innovative, inspiring experience
for sustainable cat adoptions.

18. MODEL
BUSINESS MODEL

19. MODEL
BUSINESS MODEL
Key activities
SHOP
EVENTS VETERINARY
ADOPTION
CENTRE
CAFE’ HOTEL

20. MODEL
BUSINESS MODEL
Key activities
ADOPTION CENTRE
Cat intake and care until adopted (no killing).
Personalized assistance to potential owners.
Possibility of distance adoptions offered.

21. MODEL
BUSINESS MODEL
Key activities
SHOP
Complete retail experience for cat owners:
food, toys, gadgets.

22. MODEL
BUSINESS MODEL
Key activities
HEALTH SERVICE
Cats check-up and health care,
vaccinations and neutering.
In partnership with veterinary clinics.
Possibility of subscriptions (entry- or yearly basis).

23. MODEL
BUSINESS MODEL
Key activities
HOTEL
Superior cat stay and care
service during the owners’ holidays.
45% of survey participants would use it.

24. MODEL
BUSINESS MODEL
Key activities
CAFE’
First touchpoint for the public:
a cafe’ where the most sociable
shelter cats keep people company.

25. MODEL
BUSINESS MODEL
Key activities
EVENTS
Monthly activities around the world of cats
(educational and entertaining).
© Claudia Crobatia

26. MODEL
BUSINESS MODEL
Benefits of the GATTACCI experience
HEALTH CARE SUPPORT ENTERTAINMENT
Cats check-up and treatments Matchmaking program Gattacci cafe’
to find the ideal cat-mate to experience
PRE-ADOPTION the shelter cats
Included in adoption fee: Expert advice and counseling Gattacci cafe’
complete check-up, (return & refunding possible) for a pleasant break
ADOPTION neutering / spaying, Gattacci shop to find with friends
vaccinations everything for your (new) cat
Included in adoption fee:
check-up after 6 months, free Expert advice and support Gattacci cafe’
POST-ADOPTION (urgent) treatment in 1st year
Gattacci shop Events & Workshops
Optional: subscription for vet
to learn more about cats
visits (yearly or on entry basis)
Gattacci hotel (holidays)
CUSTOMER HEALTH SAFETY CUSTOMIZED ASSISTANCE ENTERTAINMENT
BENEFITS LOW RISKS ADOPTIONS 360° SERVICE AND EDUCATION

27. COMPETITORS
COMPETITORS

28. COMPETITORS
COMPETITORS
Competitors mapping
ADOPTIONS ADOPTIONS PURE FOOD & CUSTOMER CAT
(PURCHASE) (FREE) BREEDS GADGETS CARE CARE
& AFTER SALES
BREEDERS YES YES
PET SHOPS YES YES YES
POST-ADOPTION
CAT SHELTERS YES PARTIALLY PARTIALLY YES
CAT HOTEL YES
GATTACCI YES PARTIALLY YES YES YES
360° CUSTOMER ASSISTANCE LOW RISK, ACCESSIBLE ADOPTIONS ENTERTAINMENT & EDUCATION

29. SCENARIO
USER SCENARIO

30. SCENARIO
USER SCENARIO
Cafe’
Francesca + Matteo Adoption centre
© Claudia Crobatia
Hotel
Shop
Events

31. COMMUNICATION
COMMUNICATION CAMPAIGN

32. COMMUNICATION
COMMUNICATION CAMPAIGN
Catvertising
• 30% of most watched YouTube videos: cats
• By 2015 90% of advertising will be Catvertising*
• World’s first Catvertising agency launched in 2011
*Source: Canadian advertising agency St. John
OPPORTUNITY:
Documenting the life
of the shelter and
of its inhabitants
through catchy videos
and photography
to highlight their
personal history and
their own character

33. COMMUNICATION
COMMUNICATION CAMPAIGN
Cat photography competition
Through cat eyes
GATTACCI shelter Reporting live on the website + Photography exposition at GATTACCI cafe’
Domestic cats Milan cat-photography competition
CAMERA
Feline colonies Reportage to raise awareness about stray cats
PHOTOGRAPHERS

34. COMMUNICATION
COMMUNICATION CAMPAIGN
Cat photography competition
Through cat eyes
Photography competition
Through cat eyes
Via Carlo Valvassori Peroni 12
20133 Milano
Tel: 02 353685
www.gattacci-milano.it
Photography competition
Via Carlo Valvassori Peroni 12
20133 Milano
Tel: 02 353685
www.gattacci-milano.it
Cat shelter @ gattacci-milano.it
PRINT & ONLINE ADVERTISING
Through cat eyes
Photography competition
Via Carlo Valvassori Peroni 12
20133 Milano
Tel: 02 353685
www.gattacci-milano.it
@ gattacci-milano.it
STREET ADVERTISING

35. COMMUNICATION
COMMUNICATION CAMPAIGN
Adoption campaign
RISCATTA UN GATTACCIO RANSOM A ‘GATTACCIO’

36. COMMUNICATION
COMMUNICATION CAMPAIGN
Adoption campaign
GATTACCI Milano
RISCATTA UN GATTACCIO
RANSOM A ‘GATTACCIO’
GATTACCI Milano Official Group

37. FINANCIALS
FINANCIAL FORECAST

38. FINANCIALS
FINANCIAL FORECAST
Cost projections year 1
TOTAL COSTS OF GOODS SOLD: 18,000 €
42% 33% 16%
22% 3%
ADOPTION CENTRE CAFE’ SHOP EVENTS
HOTEL
COMMERCIAL COSTS: 4,000 €
OVERHEAD: 407,000 €
TOTAL COSTS: 429,000 €

39. FINANCIALS
FINANCIAL FORECAST
Revenue projections year 1
TOTAL REVENUES: 220,000 €
71% 14% 10% 33% 2%
3%
SHOP
EVENTS
CAFE’
HOTEL
ADOPTION CENTRE

40. FINANCIALS
FINANCIAL FORECAST
Projections over 3 years
2013 2014
TOTAL REVENUES:2015
147,000 €
REVENUES 220,000 € 355,000 € 360,000 €
COSTS 139,000 € 145,000 € 147,000 €
OPERATIONAL PROFIT 99,000 € 207,000 € 213,000 €
NET PROFIT -5,900 € 67,000 € 70,000 €
% PROFIT - 2,7% + 18,8% + 19,5%

41. Give cats a second life