Price: We are using price penetration as our pricing strategy. This will mean that we will be setting a relatively low price at the start to boost sales volumes. This will also make sure that we focus on minimizing unit costs from the start. Also, this strategy encourages word of mouth recommendation due to the attraction of low prices.

Product: Each of our reptiles that our sold will come with a guarantee that they haven't been poached from the wild and have been looked after to wildlife regulations. We will also include an warranty that if your reptile dies in the first 6 months of natural causes you will receive a percentage of your money back.

Place: We will start by having an internet site with all our prices, the different reptiles on sale etc, this will be online before our shop opens to raise awareness . Not only will our website we will also have our shop where all the reptiles will be kept in their natural environment whilst waiting to be purchased, this will be based somewhere in the country side to ensure there is ample space to house the reptiles.

Promotion: We will be promoting  Neither Fish nor Foal on Facebook, as well as Google and YouTube as this is cheaper than advertising on the TV. We will place our ads under many reptiles videos on YouTube to attract anyone watching that particular video.