I. Case Background: Meg's Mutts

Meg has a passion for entrepreneurship. With the growth of other "gig" companies, such as Grubhub, Uber, and Rover, she was eager to develop a business that could offer gig employment to individuals while also offering a useful service to others. Gig employment provides work opportunities to individuals who need to maintain flexible work schedules. After learning about a recent increase in the number of pet adoptions, she identified an opportunity to create a mobile application $($app$),$ Meg's Mutts $($MM$),$ that connects pet owners with individuals who provide dog$-$walking services. With the launch of her app, she entered the gig economy. While the app is available for anyone to use, it was largely popular on the west and east coasts of the United States. Due to increased marketing efforts, MM$\text{'}$s app has gained significant usage in the Midwestern region of the United States.

While her business has grown over the past four years, similar dog care service apps continue to enter the highly$-$competitive dog care market. Given that dog owners are not always loyal to one app, Meg looked to increase loyalty to the MM app by expanding the services of her app to include pet food delivery services, which is based on a recent trend of increased online shopping. Therefore, users of MM can now book dog walking services and$/$or order healthy pet food through the app. The online platform to support the app is the sole asset of MM and has been well received by users. MM has noted that valuing the app to ensure accuracy in the presentation of it on the balance sheet has been a challenging task.

Meg's Mutts Business Model

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