Mind Your Business

Understanding the Landscape: A Competitive Analysis for Frosted Face Foundation

Written by

Casey McCully

in

At Frosted Face Foundation, our dream is to create a sanctuary where senior dogs—often overlooked due to age or medical needs—can receive the love, comfort, and care they deserve. While we’re still in the early stages of planning, strategic groundwork is critical to building something that lasts.

In this video, I walk through a Porter’s Five Forces analysis, a framework used to assess the competitive landscape in any sector—including nonprofits. This tool helps us better understand the forces that could affect our success: from donor behavior and veterinary partnerships to the growing number of animal welfare organizations in our region.

Each of the five forces—the threat of new entrants, supplier power, buyer power, threat of substitutes, and industry rivalry—sheds light on what we’re up against, and where we can carve out a meaningful space.

This isn’t just about standing out. It’s about identifying how to collaborate, how to communicate our value, and how to build a mission that can thrive in a crowded and complex ecosystem. Most importantly, it’s about preparing to serve senior dogs with the dignity and compassion they deserve.

Comments

4 responses to “Understanding the Landscape: A Competitive Analysis for Frosted Face Foundation”

  1. Samantha Ellithorpe Avatar
    Samantha Ellithorpe

    Hi Casey,

    You are right that your mission’s emotional power is one of your biggest assets. Focusing on senior dogs creates a heartfelt connection that truly sets Frosted Face Foundation apart. This provides you with a strong point of differentiation in a very niche market. As you mentioned, that emotional appeal helps reduce the threat of substitutes and builds lasting loyalty with your supporters. I also think your emphasis on communicating impact and keeping your community engaged is spot-on, and your marketing calendar and budget show that you are intentionally supporting those efforts.

    It seems like Frosted Face is in a really good position!

    Like

    Reply
  2. Jenny Griffin Avatar
    Jenny Griffin

    Casey,

    Your last line! You got me with this whole concept anyway, but there is no doubt your heart and passion are for these sweet FFs! I think you specifically catering to senior dogs is definitely an advantage over other organizations. There could possibly be a high interest in the senior citizen “human” population supporting your cause, as many of them have animals themselves and….. may have something in common with the dogs as they may be going through some similar medical changes, just like the dogs are (vision changes, arthritis, etc.). Your foundation is an exciting one!

    Like

    Reply
  3. Freddy Colindres Avatar
    Freddy Colindres

    Hi Casey,

    This is such a thoughtful and strategic look at the important work you’re doing—thank you for sharing it so transparently. I especially appreciated the section where you dove into buyer power, and how donors have a wide range of causes they can choose to support. You made a really compelling point about how people might be more inclined to adopt or donate to help younger dogs, and how that makes communicating your emotional niche so important.

    It really hit home that even in the nonprofit world, we’re still navigating choices, competition, and attention spans. Your use of Porter’s Five Forces was not only insightful—it was empowering. It reminded me that standing out isn’t just about branding; it’s about showing people why this mission matters on a deeply human level. The emotional story of senior dogs, and the dignity they deserve, is powerful—and I love that you’re leaning into that.

    Excited to see where this journey takes Frosted Face Foundation. You’re building something truly special.

    Like

    Reply
  4. Bridgett Librado Avatar
    Bridgett Librado

    Hi Casey,
    I love the Important emphasis you create through your screencast. The emotional aspect of this work, with Senior dogs shows how important it is to understand the impact of the need for adoption of Senior dogs. The adult/Senior dogs are often left behind or treated as if their later years aren’t as important and what is so much worse is when they are dropped off at shelters after being with their family their entire lives and don’t understand whats going on – but are left alone with strangers or on their own for whatever reason the owner deciding to make the choice to go in this direction, is heartbreaking and cruel. I love how your passion is driven for the Senior dog population.
    Bridgett

    Like

    Reply

Leave a comment

More posts