Scenario Five (Progress By Any Measure)
It’s 3:53 pm on November 16, 2021.
No word on how Alicia Jones liked the feasibility study yet.
Felicia lets you know that Spectrum has settled on a modest remodeling of the current office and
a generous remote work policy; she thanks you for your work on the earlier proposal. She asks
you to assist your colleague Frank, who gave you advice on the proposal, with his project for the
rest of the week.
Frank doesn’t look happy. He is “in a little bit of trouble,” as he puts it. He explains further.
“Felicia had me writing a report that’s killing me slowly. I misjudged how long it would take. I
was supposed to have so much of the draft done tomorrow per the contract, but I’m not going to
make it. I’ll need another day.”
You offer to help, but he shakes his head. “It would take too much time to get you up to speed on
the data. What you could do, though, is draft the progress report to the client. We must attach a
draft showing progress, but you don’t have to point out how incomplete it is. There’s a check
coming for having one-third of the project done. Felicia won’t like it if that gets delayed.”
You hesitate, as it sounds like he’s asking you to cover for him. “Look, you’ve just got to word it
so you’re not lying outright. Leave the door open so they can contest that the draft is up to snuff.
I’ll be done by the time they reply to the progress report, anyway, so if they read it closely
enough to tell it’s not quite done, we apologize and say we attached the wrong file. It’s part of
the job. We fudge this stuff all the time. Didn’t you do that in college? No? What a shame. It’s
just a due date. These things are in play.”
Noncommittal, you gather the information you’ll need. The document Frank has been working
on is a review of legal issues surrounding mineral rights and lumber harvesting on four
properties in east Texas. The client’s name is Justin Boyd, an employee of Viridi Forestry, and
the date for one-third payment is December 14, 2021, for an amount of $3166.66, upon receipt of
a complete draft of the requested study. The report is 71 pages long with graphics and
appendices, and it would take a close reading of the last 27 pages to figure out that Frank has
only outlined the issues concerning the fourth property. It is the second time Spectrum has
worked with Mr. Boyd and Viridi Forestry in the last year, with no issue on the previous contract.
“Make sure you address it to him, and +cc Felicia and me,” Frank adds. “It’s diplomacy.”
Option A: Write a progress report as Frank requests, obfuscating the status of the draft.
• Frank seems to know how this works, though you seem to recall from an old technical
communication course you once took that progress reports should be truthful.
• Review the “Progress Report Tips” document in Assignments for advice on the progress
report genre. It is a specialized memo, not long, but every word counts.
• Technically, attaching an incomplete file would give Boyd reasonable cause to delay
payment, even if a complete file were included later, as Frank suggests.
Option B: Write a progress report that tells the true status of the draft.
• Frank may not be pleased, and neither may Justin Boyd, or Felicia, but you will have told
the truth.
• There may be more going on here that Frank is not telling you.
• Review the “Progress Report Tips” document in Assignments for advice on the progress
report genre. It is a specialized memo, not long, but every word counts.
Due Date: December 14, 2021, at midnight. Submit your documents on BB as a single .doc or
.docx file.
Scenario Five is not revisable. Proofread carefully. Think before you submit.
If you have any questions about this assignment, email me at [email protected]
Memorandum
To: TCOM 3302
From: Mike Duncan
Subject: Feasibility Report Tips
Date: 10/26/21
I have written this memo to give you some basic guidance on writing a feasibility report.
Feasibility reports are a type of “recommendation report,” which your book discusses starting on
p. 123. The major difference is that while feasibility reports do end with a “recommendation,”
this recommendation is filtered through the somewhat fuzzy concept of “feasibility,” which
concerns whether the recommendation has a reasonable chance of success. Different writers will
treat the concept of “feasibility” differently, but for this class, a “feasible” idea is one that could
work, plausibly, given certain reasonable parameters.
Feasibility reports are usually requested when an individual or company is about to make a large,
expensive decision with long-term consequences, and the cost of preparing the report (which
may recommend “no”) is negligible compared to the cost of making the wrong call.
Overall Structure
Feasibility reports have the following sections:
Memo of Transmittal
Title Page
Table of Contents
Abstract
Executive Summary (or Summary)
Introduction
Methodology
Results
Discussion
Recommendations
(optional) Back Matter (Works Cited, Tables, etc)
Start all these sections on separate pages, using page breaks, so you can see the logical
movement between each section. Use double-spaced, bolded headings in 14 Arial and singlespaced 12 Times New Roman in paragraphs. This is not the law, but it will keep you out of
trouble.
For the scenarios in this class, 10-12 pages is about the right length.
Graphics are not required, but feel free to include some for clarification. A reasonable rule of
thumb is one graphic for every 2.5 pages–just enough to break up the monotony of text.
I will look the most closely at the executive summary when grading. It is your entire report in a
nutshell, on one page. If it is good, the rest of the report will shine.
Title Page
This should include your names, the date, and the title of the report, formatted as you wish.
Table of Contents
The TOC should list all sections after it. Do not list the TOC on the TOC!
Abstract
The abstract is a one-paragraph summary of your entire report, written for an audience of people
searching through similar reports using keywords. It should summarize each major section of the
report with one sentence each and include your feasibility recommendation. You should also
provide a list of at least four keywords.
Executive Summary
The executive summary is a one-page summary of the entire report. It is a bit like the abstract,
but it has a different audience – a decision-maker who does not have the time to read the entire
report. You are not restricted to following the report in order when writing the executive
summary but be sure to include your feasibility recommendation.
Introduction
The introduction is a 1–2 page summary of the report, but it is different from the abstract and
executive summary. Here, you are writing for an audience that wants to read the entire report, so
you can take your time summarizing each section. I advise one paragraph for each of the
following sections. Include the feasibility recommendation.
Methodology
This section details the methods you followed when collecting data. It can be brief.
Results
This is where you put all of your data that you have gathered. This includes interviews, surveys,
books you’ve read, information from the web, etc.
You should NOT analyze the data here; instead, list it by category using subheadings.
Discussion
This is where you analyze the data you gathered; in other words, this is where you decide what
the data in the previous Results section means. A straightforward way to talk about the pros and
cons of specific courses of action, always backing up your argument with data from the Results
section.
Your discussion should be at least a page. Do not make a recommendation, yet, though – and do
not introduce any new data. If you find yourself mentioning new data, put it in the Results
section.
Recommendations
This last section should be one paragraph and contain your feasibility recommendation.
Whatever you decide, it should not come as a surprise. Everything in the previous sections of the
report, especially Results and Discussion, should point logically and reasonably toward your
recommendation.
Back Matter (Works Cited, Tables, etc)
All other documents that need to be included can go in Appendices. Use letters to keep them
separate: Appendix A, Appendix B, etc.
Write the feasibility report but focus on the feasibility of the idea
Table of Contents
Abstract 3
Executive Summary 4
Introduction 4
References: 12
Abstract
Pet businesses provide a variety of pets, including dogs, cats, fish, and birds, as well as pet meals
and supplies, such as collars, leashes, health and beauty aids, shampoos, medicines, toys, pet
containers, dog kennels, and cat furniture, among other things. Some establishments also provide
grooming and training services for pets. Cats, dogs, fish, and birds have remained regular
companions in many households throughout the years, ensuring that the Pet Stores sector has
remained important. The number of pet parents or pet owners that regard their pets as family
members has increased, resulting in a rise in demand for pet store items and services.
Executive Summary
Felicia’s Pet Store is a fully licenced and insured pet store that will be located in one of the
busiest commercial districts in the city. She has been able to lease a storefront along a major road
that is large enough to accommodate the design of the type of pet store she plans to open, and the
storefront is on a corner piece of property. The store will sell a range of pets, such as dogs, cats,
fish, and birds, as well as pet foods and accessories including collars, leashes, health and beauty
aids, shampoos, medicines, toys, pet containers, dog kennels, and cat furnishings. Felicia is well
aware that there are other major and small pet businesses around the area, which is why she
invested time and money into doing detailed feasibility studies and market surveys in order to
provide far more than her competitors. Her clients may choose from a variety of delivery
services, and our store is well-secured with a variety of payment choices. Customers are the
reason she is in business, thus she will go above and beyond to ensure that they are pleased
throughout their visit to the pet store and that they become devoted customers and ambassadors.
Introduction
A feasibility study is essentially an evaluation of the viability of a project plan or approach. This
is done by taking into account issues such as technical, economic, legal, operational, and
temporal feasibility. “Is this possible?” is what you’re wondering. For example, do you have or
can you produce the technology necessary to carry out your plan? ” You need to make sure
you’ve got the right people, tools, and resources. Is the project going to bring in the ROI you’re
looking for?
When is a feasibility study necessary? After the business case has been developed, it should be
done in the project management life cycle.
Is there anything more we need to know about “what” and “when?” What’s the purpose of a
feasibility study, in other words? It’s significant since it helps identify the variables that influence
a project’s viability.
Project management software may help you keep track of all the information that you gather
while doing a feasibility study. Unlike most to-do lists, ProjectManager does more than just
gather tasks. Get the info you need from a member of your team. In real time, monitor their
development. They have the option of submitting further documentation. You may even remark
on the assignment at any time and from any location. Anyone on the team may be contacted
through email and in-app alerts if you have a query that needs a response. Use ProjectManager to
streamline the feasibility study process. Try it out now for free.
In this project, we will be discussing the viability of opening a hotel in Houston. Our report will
examine the start-up cost required, the license requirements, target market as well as the
marketing and sales strategy which Felicia can follow for increasing sales of her shop. Moreover,
this report would also be providing recommendations on how Felicia should move ahead in the
execution of her idea.
2. Current situation
2.1 Key Success Factors
The key success factors of Felecia’s pet store idea are:
• Felicia needs to make at least a profit of $2000 to cover her expenses and make her
business successful.
• The pet store will be offering food, treats and chews, healthcare supplies for pets, toys, bed,
pillows, training kits, grooming kits, crates and carriers, clothing and accessories, and
other supplies (Chen, 2004).
• The service offered are grooming salon, doggie day camp, training and pet hotel facilities
• Felicia’s pet shop offers free guidance to the pet lovers and recommendations along with
some amazing discounts on top-notch products. Her pet store also provided three month
free servicing to the people purchasing store membership for 12 months
• The store will be requiring 1000 Sq feet
• The equipment required are fish tanks, aquariums of distinct sizes, electrical clipper,
grooming kit, cleaning kit.
2.2 Market Segmentation
Design professionals, pet care professionals, government agencies, and private consumers are the
four target market segments for this product. Each segment is detailed and illustrated in the
following sections.
Professional Designers
Because the deluxe variants are designed to be tailored to match the needs of dogs and owners,
interior designers, architects, and landscape architects were chosen as target markets for this
product. Designers who work with clients who have pets will have access to a solution that is
built into their designs rather than being an afterthought. Although the 2000 U.S. Census
Occupations report shows 1,926,689 people working in architecture and engineering, Felicia
chose to use numbers reported by professional organisations rather than Census data for the
purposes of this plan because they are more specific and representative of the populations we
would have access to.
Petcare Professionals
Veterinarians, breeders, kennels, and pet day care facilities all want a bespoke solution that meets
their clients’ needs. Elevated feeders are beneficial to the digestive health of pets as well as the
joint, muscular, and skeletal health of senior pets, according to veterinarians. They also
understand the benefits of flowing rather than stagnant water for pets and can provide these
goods to clients to meet those health needs. Multiple pet facilities are common among breeders,
kennels, and pet day care centres. Some of these establishments cater to high-end consumers who
desire peace of mind that their current or future pets will be adequately cared for. (Mcmillian et
al. 2013). Felicia’s customizable multiple pet units can suit the demands of pet care experts for
feeding and watering pets, as well as pet owners’ want to know that their pets are in good hands.
Governmental Organizations
Dogs are used as assistance animals by police and fire agencies. They could benefit from a multipet solution that is tailored to their needs. A tailored solution may also assist parks and leisure
authorities that create and manage dog runs or dog parks. During our study, we discovered that
dog runs in the New York City region Adjustable height, water-dish-only units could be provided
by Felicia as another option for parks and recreation organisations to handle the requirement to
provide hydration for dogs in these settings.
The 2002 US Government Census report states that special district governments for parks and
recreation and fire protection totaled 1,314 and 5,743 respectively, while state and local police
agencies totaled 17,784 in 2000. Further study may reveal that this market should be subdivided
further, with a concentration on New York City agencies to begin with.frequently have one water
dish that is shared by hundreds of dogs throughout the day.
Individual Clients
Individual customers make up the majority of prospective buyers for these items. According to
industry estimates, more than 55 percent of American families have at least one pet cat or dog,
with many having numerous pets. The 2000 Census revealed a total population of 281,421,960
people, with 154,782,078 people representing our potential individual customer market.
The individual consumer segment is expected to increase at a 10% annual pace, while the
commercial market segment, which includes design experts, pet care specialists, and government
organisations, is expected to grow at a 5% yearly rate.
The commercial market categories of design experts, pet care professionals, and government
organisations will be the initial emphasis. Design specialists were chosen because they can
provide current pet owners with unique product solutions as an additional value to their new or
refurbished house. Pet care specialists may educate, reassure, and persuade pet owners about the
products’ health advantages for their dogs. Government agencies can provide the product as a
value-added service to attract visitors to dog runs and dog parks by exhibiting a concern for the
health and well-being of the canines who attend (Milligan and Hantula, 2006). Other government
organisations, police departments, and fire departments that utilise service dogs might benefit
from better feeding and hydration for the bigger breed dogs that are commonly used in this
capacity. These market categories were chosen as a group to establish product trustworthiness,
brand legitimacy, and brand recognition.
2.3 Plan
The corporation will present the items to individual consumers who consider their dogs to be
family and are fashion and status aware once they have established themselves in the commercial
market sectors (Hantula et al. 2014). Felicia will attend industry trade fairs and participate in
design contests to promote this plan.
Other government organisations, police departments, and fire departments that utilise service
dogs might benefit from better feeding and hydration for the bigger breed dogs that are
commonly used in this capacity. These market categories were chosen as a group to establish
product trustworthiness, brand legitimacy, and brand recognition.
The corporation will present the items to individual consumers who consider their dogs to be
family and are fashion and status aware once they have established themselves in the commercial
market sectors. Felicia will attend industry trade fairs and participate design contests to promote
this plan.
2.4 Cost and Benefits
The American Pet Products Manufacturers Association (APPMA) predicted that pet owners will
spend $31 billion on their pets’ care, feeding, spoiling, and pampering in an April 2003 news
release. According to a press release issued in April 2004, real pet product expenditure in 2003
was $32.4 billion, $1.4 billion higher than expected. According to industry analysts, the industry
will increase at a rate of 5% to 15% each year until 2008. According to industry analysts, the pet
goods business is highly competitive and fragmented, with no obvious brand leadership and
underutilised marketing potential. Felicia want to take advantage of any possibilities for
successful admission that may arise.
2.5 Competitors Analysis
In the pet goods sector, Felicia’s pet store has a lot of competition. Designers and producers of
raised pet feeders, as well as complementing goods such as pet fountains, are direct rivals.
According to our study, her immediate competitors are some of the stores located next to the
store where she intends to open her business, therefore she must keep her pricing low and give
special deals that are distinct and different from those offered by her competitors in order for her
concept to succeed.
3. Results
With the rise in people’s living standards, an increasing number of individuals want a pet to
accompany them outside of their studies and working hours. As a result, the number of people
who own a dog has grown, and dog demands have considerably increased. People are interested
in the economy of pets. They are worried not just about what they eat, but also about where they
live and what they dress. In our daily lives, it becomes a possible marketing opportunity
4. Discussions
A company’s future is determined by the number of devoted consumers it has, the capacity and
competency of its personnel, their investment plan, and the structure of the company. If all of
these elements are lacking from a company, it won’t be long before it closes its doors.
Felicia’s main objective in starting a pet store is to create a business that can sustain on its own
cash flow without the need for outside funding once it is up and running. We know that selling
dogs, pet merchandise, and pet services at a lower price than what is available on the market is
one approach to garner acceptance and acquire clients.
5. Recommendation
While a company planning to start a pet hotel business needs to maintain some strategies. That
will help them gain their desirable profit. Different methods are available to the market for
company business. Nowadays, internet marketing is the most valuable platform for growing a
company. Internet marketing like SEO (Search Engine Optimization) is the most helpful
marketing strategy. Felicia can consider SEO technology. It can help her expand their business in
the market of Houston. Depending on that, Felicia is able to understand people’s requirements
regarding pet hotels, and she is able to create their hotel business strategy according to this
optimization result. Additionally, at the primitive stage, Felicia needs to promote their pet hotel
business on a large scale. So they can advertise key aspects of their pet hotel on the social media
platform as well as through an email marketing strategy. The omnichannel marketing strategy
allows them to optimise people’s searches regarding pet hotels and they are able to collect data
from those people who are interested in pet hotels. As per this data, they can send an email to the
costume. In this email, they evaluate exciting offers regarding their hotel.
Felicia can survey the location in the Huston area, where the public transportation is most
suitable.It can help to connect with the client. Pet firm hotels should be easily visible for people.
A good transportation helps the supply of food and drinking water for the pets in Felicia.
6. Conclusion
A detailed examination of the pet shop sector finds that during the previous decade, the market
has become significantly more intensively competitive. Felicia is opening a traditional pet store
that will undoubtedly become the primary option for pet owners in the intended area. There are
enough parking places to accommodate more than 20 automobiles at any given moment.
Employees will be properly cared for, and their benefits package will be among the finest in the
pet store industry’s startup category (pet shops), implying that they will be eager to assist expand
the business and achieve all of the company’s goals and objectives.
References:
Hantula, D. A., & Wells, V. K. (Eds.). (2014). Consumer behavior analysis:(a) rational approach to
consumer choice. Routledge.
McMillan, F. D., Serpell, J. A., Duffy, D. L., Masaoud, E., & Dohoo, I. R. (2013). Differences in behavioral
characteristics between dogs obtained as puppies from pet stores and those obtained from
noncommercial breeders. Journal of the American Veterinary Medical Association, 242(10), 1359-1363.
Milligan, J., & Hantula, D. A. (2006). A prompting procedure for increasing sales in a small pet store.
Journal of Organizational Behavior Management, 25(3), 37-44.
Chen, H. H. (2003). A study on pet dog business’s key success factors comparison between web-store
and traditional store sale path. Masters theses, University of Sun-Yat Sen, Taiwan.
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