Animal career database

Here's a great link to a whole wealth of info on animal careers.

Bookstore is now open!

In the past decade, I've compiled a short list of books that I think are invaluable to anyone seeking to start a business in the animal world. These books cover a wide range of topics, and each covers a specific area of importance. None of them are heavy on jargon or buzzwords, but instead use plain language to get across their important points.

Which is the best? I'm not sure I could pick just one. "Rich Dad, Poor Dad" changed my life, so it has a special place in my heart. But "Not Just a Living" helps bridge the divide between working for someone else and creating your own business. "The Art of the Start" will give you the kick-in-the-pants to start that business within the first 20 pages. "How to Close Every Sale" was the book that actually made me feel good about sales. "Selling the Invisible" addresses the special issues related to selling services. "The E-myth" series tell you how to make a business sustainable. "What Clients Love" helps give your business the sizzle it needs in a rapidly maturing and competitive marketplace.

I've chosen all of them because they are timeless, easy-to-read, and affordable. Start with one (or two) and build your own library. You'll be glad you did.

Someone to watch over me

The first business I ever owned was a dog biscuit bakery and espresso truck. Along with all the pots, pans, ovens and coffee cups that came with the business we bought in 1999 were a couple of boxes of bizarre stuff. A fish bowl, a box of tennis balls, 30 rubber stamps, etc. One of items that started a buzz was the network video camera, still in the box. "Oh yeah" said the original owner. "We were going to rig it up on the truck so people could see the weather at the park, how busy it was, etc, but we couldn't figure out how to get an internet connection to it."

Well that was then. Now, only 8 years later, WiFi is old-school and internet video is all the rage.

In the October 2007 Wired magazine, Lisa Katayama writes about her experience with network cameras at the local dog spa/hotel.

The overnight suites have "Wag Cams" which allow pet owners view their pets via the Internet. But Katayama learns that too much access can be a good thing.

"But back home, instead of checking the webcam only sporadically, I find myself glued to the computer screen," writes Katayama. "I cancel dinner with my cousin because I want to make sure Ruby's masseur comes at 6:15 sharp to deliver the belly rub. (He does.) And for the next six hours, I wander no more than a few feet from my MacBook Pro. The live video stream has me transfixed. Around 8 pm, a pretty brunette appears in Ruby's room. About 15 minutes later, after their rooftop stroll, she shuts the door and promises: "I'll be back to see you, OK?"

In the middle of the night, Katayama retrieves her little Ruby after checking in to find that neither of them were getting a good night's sleep. Ruby was standing on her hindlegs howling at the camera at 2:30 AM and Katayama was sleeping at her desk in order to watch the cam.

Excessive or not, technology is becoming more and more a part of our lives. And technology is also becoming an important part of our business models. So how might network cameras be incorporated into an animal-related business?

Horse trainers might set up a camera at a show ring, so that friends' and families of clients can watch the riders. And the video can be captured for later analysis of the rider's technique. Same is true at dog shows, too.

Stables/kennels might offer cameras in stalls and cages of their client's animals, charging an extra fee for the service.

Breeders may install cameras in the pens of animals in late stages of pregnancy, so that clients miles away can watch their puppy/foal/kitten being born. This will also save the breeder from having to respond to the constant emails/phone calls/visits about how their little critter is doing.

As businesses become more and more sophisticated, the use of network cameras can help owners create value and differentiate themselves from the competition. And when they are away on vacation, they too, can sit at their laptop and obsess about their animal family back home, just like Lisa Katayama.

(Illustration: Jessica Hische)

Ho Ho Have a flyer

I had business in downtown Seattle yesterday, and I came away with a full dose of holiday spirit. Nevermind the rain, the 4 cops getting yelled at by the homeless guy, the car that ran the redlight and nearly ran me over. Nope. Nothing could deter my holidaygleeishness.

I had some time before my appointment, and wandered over to Pike Place Market for lunch. (Actually, I had lunch at the pasta bar in the "Sanitary Market" across the street, which is less touristy and you don't have to watch for flying fish.)

The entire downtown is in full holiday mode, and spending 10 mins in the market can really get you revved up for the holidays. It's just a darned happy place and the decorations and gifts and smells really make for a nice way to kill a half-hour.

After my meeting, I just missed my bus (see: car running red light above), so while sipping an eggnog latte and waiting for the next bus, I wandered through Westlake Park, which is the epicenter of all things Noel.

I noticed a banner above the stage erected at the center of the park. "Pet Day Dec 1. Have your photo taken with Santa". What a great opportunity for meeting new clients. People will have their pets (and their wallets), be in a festive mood, and will be a captive audience (ie they will be standing in line).

Here are some tips on how to "work" and event like this:

1) Create a short pitch. "Hi! What a cute pup/cat/bird you have there. I'm Jenny and I have a dog walking service. Here's my card. If you ever need a dog walker, give me a ring." Short and simple and give them a way to contact you.

2) Make sure your cards or flyers inlcude your name, phone, email and website. (Need any of these? Contact us at Chew Toy Media for a free consult.)

3) Sell products? Have samples to show or a backpack full of inventory to sell. Have ample change to enable you to make a quick easy sale. Round off prices. Check with the event organizer about prohibitions on vending on site.

4) Sell services? Pass out flyers detailing your skills. Sell gift certificates. (They are instant cash, and between 6-19% don't get used.) Do demonstrations, but keep them short and ask onlookers to take a card or flyer if you can't hand one to them yourself.

5) Have fun. Smile and create a buzz. People want to be associated with happy people. Wear something festive.

6) Ask people to sign up for your mailing list. Make follow-up calls.

7) Take notes afterward on ways to better work this event next year.

You'll be amazed at how quickly time will fly, and you'll walk away from the event with new energy and your own dose of holiday spirit.

Spot the Trend!

Our local paper, the Seattle Post-Intelligencer, has a feature article about the growth of do-it-yourself dog washes in our area. This time of year, business really picks up at these establishments, since our pets are now inside most of the time due to inclement weather. Also, a stinky dog can really put a damper on a family gathering during the holidays. So these businesses are doing really well.

"Like most self-service facilities, The Wash Dog offers several private rooms, each equipped with a standing-height stainless steel sink, a board that older or smaller dogs can use to enter and exit the sink and steps that younger dog washers can stand on. Aprons are available for those doing the washing." Rates start at $15 for 30 mins, and most shops offer all sorts of extras like nail clipping, and anal gland expression.

It's a good business model. Provide a service in a fast, efficient way. Set the price point where most people won't hesitate to make the purchase, then offer extras which will push up the total order amount.

However, one point jumped out at me and in the context of starting a NEW animal business. They are turning away business.

The article tells us "an informal count reveals 11 such facilities in the Puget Sound region, and "there are definitely new ones opening up," said Mike Ruffo, 33, co-owner of GroomingSPA Greenlake. "We send others our business if there's too much. There's enough to go around.""

So they get so busy they are turning customers away. And the demand is growing. So in the future, they'll be turning away even MORE customers.

How to fix this? Raise prices. Music to every accountant's ears, but most owners are really reluctant to implement a price increase, for fear of alienating their customers. But if they are turning away customers, aren't they alienating them then too? (Sorry. You have to load your dirty dog back in the car and drive to the ABC dog wash. We are too busy for you. But come back soon, ok?)

But there are ways to raise prices without alienating your customer. How? Add value.

I remember reading over the weekend that a 15-minute shower uses 60 gals of water. I thought that seemed high, so I found this water consumption calculator online. It's true. The average shower head has a rated flow of nearly 4 gallons per minute. So add in a customer using the toilet while at the shop (5 gals), and another 5 gals for washing the towels, and that 15-min dog wash session used a whopping 70 gals of water. At only 8 customers a day, a dog wash uses over 200,000 gallons of water annually.

Anyone who has driven around the Whole Foods parking lot looking for an available space knows that anything green or organic is HOT. So why not merge green and dog washes and create a green dog wash? Install a gray-water recycling system, use green shampoos and cleaning products, install low-flow showerheads, install compact flourescent light bulbs, and whatever else will save water and energy.

Then equally important: TELL EVERYONE! Every media outlet is clamoring for any type of story that has a "green twist". Send out a letter/email to every media outlet. Send emails to your customers. Post signs in your shop (and maybe even add some photos of the rainforest, polar bears, etc to your shop). Add "green" words to your ads.

Here are the messages you want to get across: 1) we are the area's first and only green dog wash, 2) we use XX% less water than our competitors, 3) a green dog is a healthy dog.

So now that you have differentiated your business from all the others AND created a perception of added value over those competitors, you can raise your prices accordingly. How much? Considering the significant barriers to your customers to make the modifications necessary just to meet your business model, I would suggest charging at least 15-20% more than the competition in your area. Call it the Green Premium.

(Photo credit: Meryl Schenker / P-I)

It's a business

This might seem obvious. In fact, many of you will furrow your brow at what you are about to read. But I think it bears saying, all the same.

It's a BUSINESS!!!

If you are either involved in an animal career or thinking about starting one, you need to remember that although working with animals is a great way to spend the day, at end of the day, at least some of your success is based on the number of clients you saw and the amount of money in your wallet.

It's not all about money, and it's not all about having loads of clients. But in order to keep your business going, you need to mind the business side of your practice.

Some tips:

• Surround yourself with good advisors. At a minimum, you'll need an attorney, an accountant, and a web designer.
• Create a structured schedule. Set aside specific times when you work on sales, marketing, finances, business development.
• Pick one day a week where you do nothing but the business development activities mentioned above.
• Ask for feedback. Your customers can tell you a lot about your business if you just ask.

If you aren't willing to do at least these few steps, then you are likely interested in an animal hobby, not an animal business.

Get started!

Making a sale isn't easy. Otherwise, everyone would be doing it.



Entrepreneur's Barry Farber offers 3 suggestions to getting your animal business started:



1) Activity increases confidence. Feeling unsure of your abilities? Consider volunteering in order to gain confidence (and contacts!). Being active in your field of interest will help you feel more confident about your ability.



2) Success breeds success. After making a sale, go out and try to make 5 more. New customers will see your enthusiasm and excitement and will be more likely to want to work with you.



3) Push your comfort zone. Have you been avoiding that "tough customer" who has a grumpy reputation? Shake things up and set up an appointment. What's the worst that can happen?

Trendspotting

In the years I have been involved in the animal business, I've noticed that trends have a certain, predictable flow to them. Historically, many innovations began in the horse industry, then migrated to the pet industry, starting first with dogs, then cats, exotics, etc.

Why the horse industry? Well, before pets became BIG business, there was a disparate amount of money spent in the horse world, including at the race track, in the competition ring and even earlier, in the military. Horses have been big business for centuries. Since businesses are always looking for an edge, innovation became a big part of the industry.

In the last decade, a pet's place in a family has evolved from secondary cast member (think Tiger from The Brady Bunch) to become ingrained as part of our family unit--true family members. So I think this "trend flow" is also shifting. While the equine industry will be a source of new innovations and careers in the animal world, I believe the new trend pattern is from human family members to their pets.

"Any trend you see in human foods, about 6 months later, it pops up on the pet food side of the ledger," says American Pet Product Manufacturers Association President Bob Vetere. "It's finally dawned on marketers that the same person who's buying food for the family is buying food for the pet."

Looking for a new career? What's hot in the human world? As the buzz begins to fade in the two-legged economy, a new opportunity may be ripe for the picking in serving our four-legged friends.

Me and My Shadow

The Seattle Post-Intelligencer has a great story today about a job shadowing program at the Woodland Park Zoo.

"Now for $500, Woodland Park zookeepers are offering a rare chance for a behind-the-scenes look at animal care. The shadow-a-keeper experience is more than a tour; it's a hands-on opportunity to work, prepare meals and learn about the animals."

Opportunities like these abound and are great ways to learn more about a career that interests you. Can't find a program like this in your field of interest? Many professionals are happy to share their work day with you. Just ask!

Don't forget that every developing country is teeming with volunteer opportunities to work with animals. Idealist.org is a great source for linking volunteers and open positions. It's where I found my 3-month gig in Ecuador, helping to set up a dog biscuit bakery for a wonderful NGO.

Have you met our sister?

We're happy to introduce our sister company, Chew Toy Holdings. The purpose of Chew Toy Holdings is to provide a resource for helping people start businesses, especially animal-related businesses. Chew Toy Holdings will provide financing, assist in product or service development, help create a business/marketing plan, and all the other tasks necessary to help a new business thrive.

Current projects include this site, a media company for animal-related businesses, and 3 patent projects. Chew Toy Holdings is also in discussions with a group to develop and market stylish office supplies to career-minded women.

Have you had an idea that you've wanted to bounce off someone? Do you have a really great skill, but not sure how to translate that into money? Are you looking to grow your business?

Contact Chew Toy Holdings today!

The Snicker factor

No. Not the candy bar.

I'm talking about the reaction some of us have gotten when we've told our friends/families/co-workers that we were planning to embark on an career path which included animals. Or when you approach a potential customer and they look at you like you are from another planet.

We have all faced the skeptics, at some point, haven't we?

Of course, in the last 5 years especially, the animal boom has been widely documented and legitimized in the mainstream press. Nonetheless, when you mention over lunch to your sister that you are planning to leave that perfectly fine 9-to-5 job to start a doggie day care, you may very well hear some skepticism in her voice. Likewise your parents, your boss, your bank, and most importantly, new customers.

I faced the same reactions. I was a former corporate ladder-type and I was now making a living selling animal massage classes around the world. When we attended a trade show, the reactions were mixed. Some people had heard of us, others were curious, and still others literally laughed out loud and elbowed their companion in the ribs saying "Hey, look! Animal massage! That's the craziest thing I've ever heard."

It used to get me down. Then I read a book called "How to Close Every Sale" by Joe Girard. In the book, Girard (a car salesman) tells the reader that the skeptics are actually more likely to become a customer than you might think. "Objections are an expression of interest," he writes. "I've always believed that when somebody tells me why he doesn't want to buy my product, he's expressing a willingness to listen to why he SHOULD buy."

At the next tradeshow, I tried this strategy. Everytime someone would visibly object, I would say "Yeah, goofy huh. Animal massage...." And then they would always stop. And then I would give them The Pitch. (People are spending lots of money on their pets. Pets are living longer. Animal massage is recognized as a having a wide range of benefits. Animal massage is a great career for someone who wants to work with pets.) Some of these people would become our most loyal customers.

The next time you are greeted with a chuckle or a laugh when you tell someone about your animal career, use it to your advantage. Be prepared and respond with facts and data about your field. Tell them about your training. Tell them about your experience. Tell them in a short, sweet way, how you can help them.

You'll be surprised how well they'll listen and help you turn those snickers into..

Career Boost: Entrepreneur Magazine

I used to count myself as a skeptic on the issue of general business publications really having much to offer a person involved in an animal career. But as the boom in pet and animal related businesses evolved and matured, mainstream media caught up quickly.

One such publication is Entrepreneur Magazine. The magazine has a wealth of information for anyone who owns or is thinking about starting a business. In every issue, I find at least of dozen articles or bits of information that I use in day-to-day business.

Recently, Entrepreneur's website has evolved into a goldmine of information about all things small business. With entire sections of the site devoted to start-ups, marketing, legal issues and franchising, Entrepreneur.com is an invaluable tool for anyone interested in animal businesses.

Fishing for customers

It's fall and in these parts of the country, that means the salmon are running. All this buzz about fish has me thinking about the way in which business owners find customers.

This summer, my friend Michele and I loaded up the kayaks and went to a local lake. I took my fishing pole, eager to catch a trout for breakfast. The lake was only about a half mile long, and quite narrow. As we put in, I noticed a group of about 10 small boats in one corner of the lake. I decided to head off in another direction, paddling to the other end of the lake.

My friend tagged along, eager to see me catch a fish. After 30 mins, I hadn't gotten a single bite. Michele paddled off to explore, while I intently continued my casting. About an hour later, Michele returned and asked how I was doing. I told her I hadn't had a bite yet. So she said helpfully "Hey, I went over to where all those people are, and they are catching lots of fish. Why don't you go over there?"

Stubbornly, I refused. I sat in the same spot for another two hours and never had a single bite. Fishless, dissappointed and hungry, we stopped for muffins and coffee on the way home and the fishing pole went on the wall in the garage for a few months.

My own stubbornness on that lake reminded me of some conversations I had with students while teaching business development at the Northwest School of Animal Massage. Within the first 5 minutes of the class, invariably, someone would ask the question "How do I find clients for my new animal massage practice?" And I would reply "Well, the simplest way is to find a veterinarian to partner with who will provide you referrals. They have dozens of clients a day and at least one could benefit from a massage."

The reaction to my advice was predictable. A few people would ask more questions about the process of approaching a vet, compensation sharing, etc. Others would quietly take notes.

But there was always at least one person in each class who, upon hearing my advice, would vehemently disagree. Usually this person would speak up. "There is NO WAY I am EVER working with a veterinarian!" was the usual reaction. Then this same person would close their notebook, fold their arms and look out the window for the rest of the session.

Just as I had stubbornly refused to go to the fish, these new business owners were refusing to go to the customers. As an animal business owner, where are YOUR customers? A vet office? A dog park? A horse farm? A street fair?

You can't expect the customers to come to you. You need to go to them. Otherwise, you'll go hungry.

Panda Marketing

From time to time, we all get emails from friends containing jokes, videos, and links to other sites. On many occasions, these emails are forwarded from other people.

The other day, I received an email containing a link to a video of a sneezing baby panda. It's hilarious, adorable and I had to watch it 3-4 times in order to actually understand what was happening.

Then I forwarded it on to more friends.

About a day later, I went looking for the email to watch the video a fifth time. But I stopped to look at the actual email itself. It had been forwarded 7 times before it got to me. (And who knows how many times prior to that...) The first person forwarded it to 17 people, who forwarded it on to 9 friends, and so on. I could see where 74 people had received this email, and that's not even counting how many others it was forwarded to upstream from me.

This is viral marketing at it's purest form. Consider an item forwarded to 5 friends. If each of them forward it on to 5 friends, and so on, after only 5 handoffs, incredibly 3125 people have received it!

So next time you get one of those funny videos or emails, consider adding your business information (name, website, business description, etc) before forwarding. By the end of the day, you may have your name in front of 3000 new customers!

Oh, and here's that video:

3-2-1 Liftoff!

Welcome to Animalcareerist.com! Join us on a journey into the business side of the animal industry. We'll be covering all aspects of the animal business world: planning your new business, sales and marketing, industry news, products, services, success stories. We'll also incorporate interviews, book reviews and funny stories along the way.

Obviously, every species of animal is different. However, we believe there are common threads to every successful animal business, regardless of the animal or breed specialty. In fact, you can learn a great deal about your area of specialty or interest just by looking at how other markets are being served. (More on this subject later.) So just because a topic is related to a different area of interest, don't click away. Instead, consider how that idea might be incorporated into YOUR own business.

In the meantime, we welcome any comments, tips, and stories you would like to share.