Business Plan

A ‘Unique Selling Point’ (USP) for a business is a distinct and compelling statement that highlights the unique features of a business, setting them apart from the competition (Majka, 2024). Market research shows that over 75% of consumers are open-minded to change businesses they use when faced with a compelling alternative (Mckinsey and Company, 2023).

Spot the Difference’s USP is:

‘Veterinary Physiotherapy for horses and dogs, combining evience-based rehabilitation with individualised care to optimise movement, performance and wellbeing; helping your animals to move better, recover stronger and perform at their best’

Spot the Difference VP are:

Movement and rehabilitation specialists, focussed on improving the mobility, comfort, performance, and quality of life of horses and dogs through evidence-based physiotherapy.

A strategy for business involves devising a plan for strategic decisions (involving long-term commitments) and tactical decisions (short-term responses relating to environmental stimuli), to determine goals and a plan (Shapiro, 1989).

For Spot the Difference, this involve the following;

Building Veterinary Relationships

  • Continue consolidating position in current veterinary practice

  • Offer CPD talks at local equine, farm and large animal practices

  • Deliver one-page information brochures

  • Build a referral pathway and develop relationships

Local visibility

  • Advertise in Facebook local and equine groups

  • Build a repour with dog communities

  • Riding clubs/competition venues/livery yards

  • Agility/gundog/training clubs

Building Trust Through Educations

  • Content describing where VP would be appropriate (‘5 signs your animal would benefit from Veterinary Physio’, ‘how physio could help your dog after a TPLO’, ‘physio exercises to help your horse’s muscles after exercise’)

  • 80% educational content, 20% promotional

    • Exercise demonstrations

    • Myth-busting

    • Case studies/success stories

    • Rehabilitation tips

Everything published should come back to the main business message of:

‘Helping animals recover, develop and improve’