Client Name

AA Joyland Pvt Ltd

Faculty Advisor

Syed Irfan Ahmed, Adjunct Faculty, Department of Finance

SBS Thought Leadership Areas

Entrepreneurship and Innovation

SBS Thought Leadership Area Justification

This ELP revolved around introducing a new concept of a cat cafe and indoor petting zoo in Pakistan

Aligned SDGs

GOAL 9: Industry, Innovation and Infrastructure

Aligned SDGs Justification

A new and innovative idea is launched in Pakistan

NDA

No

Abstract

This report provides a comprehensive feasibility assessment and strategic roadmap for the launch of two immersive animal-interaction attractions at AA Joyland Pvt Ltd: Kitten Korner, a cat-café–style lounge offering curated encounters with domestic kittens, and an Indoor Petting Zoo featuring a variety of small mammals, parrots, and beginner-friendly reptiles. The analysis integrates primary research—an online survey of 348 respondents aged predominantly 18–24, augmented by sentiment analysis of free-text feedback—with detailed secondary materials, including operational blueprints, marketing plans, and financial feasibility models.

Key Market Insights

The primary survey revealed exceptionally strong interest in both concepts. Fully 84.4 percent of participants indicated they were “likely” or “very likely” to visit Kitten Korner within the first six months of opening, drawn by the combination of stress-relief and social media–friendly environments. The Indoor Petting Zoo concept registered a 76.1 percent positive sentiment score when safety and hygiene measures were clearly communicated. Open-ended feedback emphasized the importance of professional supervision, stringent cleanliness protocols, and educational components that elevate the experience beyond mere novelty.

Operational Feasibility

Space and staffing requirements for both venues align with available footprints. Kitten Korner can be accommodated within 600 sq ft, including a dedicated 100 sq ft kitten-care room. The Indoor Petting Zoo fits into a 1,200 sq ft layout divided into four distinct zones (Dog Lounge, Small Mammal Barn, Parrot Aviary, and Reptile Corner). Critical animal-welfare standards—such as supervised 15-minute guest rotations, 5-minute cleaning intervals, rotational rest schedules for animals, HEPA-filtered air systems, and daily veterinary inspections—are fully implementable within these footprints. Staffing plans call for a mix of animal-care specialists, guest-experience coordinators, and support personnel to maintain high levels of safety, cleanliness, and guest engagement.

Financial Viability

Financial models project that, under conservative occupancy assumptions (65–70 percent average utilization of available slots), both attractions will reach break-even within 9–12 months. Revenue streams comprise ticket sales (PKR 600 per 15-minute session, with weekday and group discounts), branded merchandise (projected 20 percent uplift), décor-themed refreshments at Kitten Korner, and premium workshops or private events (priced at PKR 1,200+ per participant). Capital expenditures—including interior fit-out, air-filtration installation, furnishings, and initial animal acquisition—total approximately PKR 3.2 million per venue. Monthly operating expenses (rent, utilities, staffing, and consumables) are projected at PKR 450,000. Sensitivity analysis indicates that a 10 percent deviation in occupancy rates shifts the break-even timeline by 1–2 months, underscoring the importance of targeted marketing and repeat visitation strategies.

Strategic Recommendations

1. Phased Rollout: Launch Kitten Korner in Q1 2025 to validate demand, refine operational workflows, and build brand momentum. Expand with the Indoor Petting Zoo in Q2 2025, applying lessons learned to optimize guest flow and staffing ratios.

2. Hygiene & Welfare Protocols: Enforce visible, rigorous cleaning processes; deploy hand-sanitization and shoe-cover stations; utilize RFID wristbands to manage occupancy; and conduct daily health checks in partnership with licensed veterinarians.

3. Marketing & Engagement: Execute a digital campaign on Meta and TikTok with geofenced ads, influencer partnerships, and UGC incentives. Offer school-trip packages and “Joyland Paws Club” memberships with tiered benefits to foster repeat visits.

4. Partnerships: Co-brand with animal-welfare NGOs and veterinary clinics to bolster credibility and secure in-kind support. Develop community outreach programs—field trips, CSR days, and charity workshops—to deepen local engagement.

5. Continuous Optimization: Monitor KPIs such as Net Promoter Score (> 70), repeat-visit rate (> 30 percent within three months), and social-media engagement (≥ 200 UGC posts monthly). Reinvest at least 10 percent of net profits into facility upgrades, animal enrichment, and staff training.

By implementing these measures, AA Joyland can capture a growing market for experiential pet-tourism, deliver memorable guest experiences, uphold exemplary animal-welfare standards, and generate sustainable revenue growth.

Document Type

Restricted Access

Document Name for Citation

Experiential Learning Project

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