Step 2: Marketing Research

Step 2: Performing Marketing Research

Any business—including non-profits—will go under if does not understand the existing business, economic and legal climate. What similar products or services are already available? How will yours be different or better? Keeping your eyes, ears and mind open will help get your questions answered.

Among the questions you will want answered before starting a non-profit, such as an animal rescue operation, are:

· How many similar shelters exist in your area (i.e., city, county, within an hour’s drive of your location)?

· How many pets do they serve each day, month and year?

· What kinds of facilities do they have? Are facilities serving the same types of animals you care about similar or radically different in their design and function?

· What are their annual operating budgets? What are their primary and secondary funding sources?

· How many paid staff members do they have? How many volunteers do they have? Where do the volunteers come from?

· Can you legally operate your proposed facility at your home, or do current local ordinances prohibit it? Can you get a zoning exemption (“a variance”) for your facility?

· How will your neighbors react if you suddenly start housing these critters?

Getting this information can be an involved task. Some non-profits are wide open and their directors will gladly share data with you. Others are closed-mouthed and will not tell you a thing.

Here are a few tips:

· Speak to someone in the day-to-day operations of each similar group. Ask them what they like most and least about their current set-up. Find out what they would differently if they were starting all over.

· A basic starting point for your search on pets is the local animal control department. The department head should have a good idea if animals are already being well taken care of, or not. They may have comments about the effectiveness of current shelters and the names of people to talk to.

· Check with your planning department regarding local laws. Some communities limit the number of pets per home, others have limits based on lot size, while a few have no limits at all. The planning staff can also give you guidance regarding any permits. An early trip to the health department will also save potential frustration later.

· Bounce your ideas off your neighbors and get a feel for their concerns. Some might be in favor of them, others might cause you a lot of trouble. Listen to them and address their concerns.

· Lastly, keep your eyes, ears and mind open. Listen to what people are saying and pay attention to what your eyes tell you. Your idea might not work in your area. It might not be needed, but something related to your idea might help existing facilities blossom.

For example, your area might not need another cat or dog rescue, but it might desperately need a facility for horses. Homeless humans might have adequate shelter, but inadequate food supplies.

Better organizations tend to look at each other as fellow team players. They share a goal of helping the same group. If one group can’t help a given client, maybe another can. Taking the “how can I help you?” puts you in a positive light at the start.

Next up: setting realistic goals.

The complete six section document is posted in my archives for those who do not want to wait.