Fitbowl Case Study

Introduction
FitBowl provides dog owners with a convenient and affordable tool to take better care of their dogs’ health by managing their food intake. A dog’s overall health and quality of life greatly depends on proper nutrition. However, often it is difficult to accurately and conveniently measure the amount of food served to dogs. FitBowl will assist dog owners by conveniently and accurately tracking how much food, by weight, they are pouring into their dog’s bowl. The one-size-fits-all bowl caters to our target market as it is suitable for both full grown small breed dogs as well as large breed dogs of all ages. FitBowl’s primary target market is dog owners who do not currently track their dog’s food intake. Given that more than half of the dogs in the United States are overweight, it is safe to assume that there are more owners currently not tracking their dog’s weight than those who do. Hence, the market opportunity is greater and is not yet saturated with alternatives. FitBowl’s value proposition and basis of differentiation from current crowdsourcing campaigns and existing products has been redefined to the affordability and convenience provided by
households own a pet. Among these, individual dog owners spend $2,033 towards their dogs on average annually, $991 more than cat owners. Dog owners are also known to spoil their pets lavishly, feeding them food like quinoa, salmon and steak, causing a 53% of dogs in the US to be classified as overweight or obese. Given the lucrative market opportunity, FitBowl’s target market and target backers are adults who own dogs as pets. While the product itself may be suitable for cats as well, marketing the product for two distinctively different market segments would cause the campaign’s focus to be too broad and potentially less effective. Focusing around dog owner’s solely will allow us to build a stronger community around the product and the