Management Decision Problem

Planning a New Internet Business

1 .       You would like to create a new business on the Web that provides cat and dog owners with advice on animal health, behavior, and nutrition and sells products such as pet beds, carriers, dishes, toys, flea treatments, and grooming aids. Your Web site would also have capabilities for pet owners to exchange electronic messages about their pets and pet care with other pet owners. In researching the U.S. market for your business, you have found the following statistics from the U.S. Commerce Department's Statistical Abstract of the United States.

Household Pet Ownership by Income Level:

Annual Income

Dog Owners

Cat Owners

Less than $12,500

14%

15%

$12,500-$24,999

20%

20%

$25,000 to $39,999

24%

23%

$40,000 to $59,999

22%

22%

Over $60,000

20%

20%

Total

100%

100%

Internet Usage by Income Level:

Annual Income

Percent Using the Internet

Less than $20,000

5%

$20,000 to $49,999

26%

$50,000 to $74,999

28%

$75,000 and over

41%

Total

100%

  1. What are the implications of this information for starting this business on the Internet?
  2. What additional information might be useful to help you decide whether such a business could be profitable and what type and price range of products to sell?