Unveiling IndiePet’s G.A.M.E. O.N. Strategic Plan
The future is bright for independent pet retail. Economists predict the pet industry will grow between 7% and 13% year over year (depending on which analyst you listen to) for the next 5 to 10 years. And if that isn’t exciting enough, IndiePet, the association representing the independent and neighborhood retail pet channel, is ready to share its strategic plan developed to support members, pet owners, pets, and all who serve them.
Over the past few months, the IndiePet board of directors and staff have been interviewing members, analyzing survey results, working with industry partners, and applying business models to prepare for building a value proposition that meets the goals of growing the independent channel. As a result, IndiePet has developed G.A.M.E. O.N., a long-term strategic plan that focuses on 6 priority initiatives that address the most pressing needs for the channel.
Our process included researching the best associations in the world and understanding what makes them better than all the others. A study done by ASAE and the Center for Association Leadership, identified seven attributes great associations share that separate them from the rest: A Customer Service Culture, Alignment of Products and Services with Mission, Data Driven Strategies, Dialogue and Engagement, CEO as a Broker of Ideas, Organizational Adaptability, and Alliance Building. The IndiePet board has adopted these attributes as the association’s values and is committed to incorporating these values into our operations.
With our commitment to aligning our products with our mission, the board began the strategic planning process with value proposition canvases (brainstorming exercises) to help us see what we, as an association, can do to help our members ease pains and realize gains in their everyday jobs. From the value proposition canvases, and by applying data driven strategies, the board was able to develop realistic and measurable goals and objectives that define our strategic plan.
To remain committed to organizational adaptability we built a strategic plan that starts with our members’ needs, looks for ways to meet those needs, then assigns resources to address the needs. This outside-in approach assures that as member needs change and our industry evolves, IndiePet can easily adapt to address new challenges.
The board has branded our plan G.A.M.E. O.N. because we know our members see the value in our channel and are ready to get involved. G.A.M.E. O.N. also represents the ‘What’ (What are we going to do for our members) of our plan.
Growing People is the first initiative in the plan. Knowledgeable friendly staff members have been one of the things that most differentiates our channel. Recruiting, training, and growing great people doesn’t happen by accident and there are volumes of success stories, best thinking, and systems that IndiePet members could be sharing. There is almost an overlap of information and tools out there and our focus will be to unify the best of the information into one centralized location using the best possible platforms and make it as easy as we can for independents to use or implement.
Advocating Channel Integrity, is another strategic initiative. For IndiePet retailers to be successful in years to come, we must clearly define the standards that set our products, our services, and our values apart from other retailers. This strategic initiative will work to craft these standards and build systems to measure and publish how retailers, manufacturers, and products are meeting those standards. Key projects will include the creation of a unified pricing compliance dashboard and an IndiePet Master Products Database.
Marketing and Awareness initiatives are critical to supporting our retail members. Giving our members a voice will help consumers learn how independent and neighborhood stores can help them care for their pets with the highest quality products and services and knowledgeable staff. Our research indicates that there are misconceptions by consumers. They believe that big box stores are the knowledge and quality leaders and that they can get the same products offered in independent stores anywhere. IndiePet will create national consumer facing advertising designed to drive traffic and increase independent store awareness while also giving retailers turnkey access to better and more cost-effective ways to do their own local advertising.
Extending the In-Store Experience is a critical initiative for any retail operation as technology, changing consumer habits, and ongoing COVID concerns have redefined the retail landscape. IndiePet will provide tools, best practices, content, and opportunities to partner to help retail members compete with omnichannel competitors.
Operational Effectiveness is an area where associations can bring immediate help to their members. Our value proposition canvas exercise highlighted all the behind-the-scenes jobs a retailer must complete to run a successful business. IndiePet will provide resources that support the human resources, financial, accounting, technology, and other business needs of retail members to help make their lives easier and their business more successful.
Networking with our Peers is a natural initiative for effective associations. IndiePet will create opportunities for our members to share ideas, learn from one another, and refine our vision for the independent and neighborhood channel. We will host annual member events each year at SuperZoo and will work to develop monthly peer to peer networking sessions that help us all connect and share our experiences.
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Just as important to the ‘What’ of our plan is the ‘How’ … as in How do we activate our plan? Dialogue and engagement and alliance building are featured values in this phase of the plan. G.A.M.E. O.N. is designed to include regular member feedback as programs are developed. It is a plan for the members by the members.
IndiePet will form committees to address each of the strategies. Committees will include associate and retail members working together with support from the board and staff. Our committees will seek opportunities to partner with peer associations, media outlets, technology partners, and content experts to accomplish the goals of each strategic area.
This is a great opportunity to get involved with your association. To find out more about committee opportunities, or to be a part of our advisory panel, go to the IndiePet Committees page and apply to a committee. Based on the number of applicants, the board will initially select volunteers for the first term. Many more opportunities will follow.
IndiePet’s board of directors and staff are excited to get started and we know our members are ready. So… G.A.M.E. O.N.!
