Hi Vani,
I checked this out with the Petz PowWow people today, and i was told to just send in one or two lines describing your idea. No need to follow any particular format, but to just be very clear so they understand what your idea is all about.
You will need to register at
www.petzunleashed.com in order to participate though.
Hey, by the way, there are loads of contests too and prizes to win without much effort. Good stuff lah these people are doing.