Pawfect

StoryBoard

Here, we use a storyboard to show how difficult and complicated it is for pet owners in Taiwan to purchase pet supplements.

When the pet is not feeling well, the owner will take it to the veterinary hospital. The vet will help with treatment and recommend supplements. The pet takes the supplements for a period of time and keeps them away from physical problems. The pet owner feels that it works and wants to buy it again, but finds that it cannot be purchased online. So, she has to go to the veterinary hospital again to purchase from the vet. This is a little similar to the process of getting prescription drugs in other countries. 

PAINPOINTS AND INSIGHTS

 It is difficult and complicated for pet owners in Taiwan to purchase pet supplements.

Two main Painpoints - pet owners in Taiwan don’t buy supplements because of:

1.  hard to buy / inaccessible

2.  not much choice

What causes this?

There is a unique insight into the Taiwan market:

Vets are dominating this pet healthcare food market.

The reason for this can be explained by the relationship between pet owners and vets. Vets in Taiwan have established a high reputation that gains the pet owners’ trust. Owners are also only willing to buy products recommended by vets. Because of this relationship, vets become dominant in the pet food industry; only selling products that are not available to the mass market.

A Taiwan pet healthcare food company told us that in order to sell a product in Taiwan, they have to connect with vets and sell products through them. This makes it very hard for them when first entering the market.

Solution

What can we do?

We can’t change the monopoly that vets have over the market as this is an established social construct in Taiwan. However, we can help pet health food companies to enter, engage and expand in the market, in order to regulate the market and make pet healthcare food more accessible.

How might we?

So we started thinking about how we might help Taiwan’s pet supplement market by making pet supplements more accessible, in order to ensure the long-term health of pets.

Who is it for?

In order to build this strategy model, we partnered with Coredump which is a startup pet supplement and medication company in Taiwan. We worked as design consultants there to provide them with the guidance they needed through our model. 

Our Model is split into three stages:

1.  The first stage helps with preparing businesses to start.

2.  The second stage looks at helping them enter the market.

3.  The third one helps them to open up sales channels.