Spring planting for summer business

Last week, the local flower and garden show rolled through town. Sadly, I missed this annual ritual of oohhing and aaahhhing over all things flora while I rushed to do some tree planting of my own.

Regardless of the weather conditions in your particular area, it's time for every animal-business owner to start doing some spring planting of their own. And you should start NOW! Here's how:

With the fears of economic recession hitting our economy, the federal government created an economic stimulus package to kick-start consumer spending. The legislation includes "rebate checks" to be distributed to taxpayers later this year. Proponents of the plan believe this program will provide a much-needed boost to the economy. Critics fear the program will be too little, too late.

Regardless, starting in May, consumers are going to be receiving $600 checks. This will be found money, like a larger version of finding a twenty while doing the laundry. Rather than letting them tuck that check into their wallets and deposit into their bank accounts, a savvy business owner will create products or services specifically tailored to lever this windfall.

You should immediately begin packaging and marketing your business to capture these checks. And you should target the entire $600. In some cases, this will be easier than others. An animal massage school, for example, will have little difficulty finding ways to create a $600 package of classes, products, etc. A dog groomer, however, will have a greater challenge.

Using the animal massage school as an example of a high-ticket item to be packaged, you should keep in mind that you are targeting the full $600 and that you are rewarding the client for electing to spend the windfall with your business. Make sure the customer is getting something tangible for the $600, rather than just applying it to a much larger tuition. Give the customer something special for the $600. Consider running a "Tax Rebate Tuition Special" and give a free item if they spend $600 with you. Tailor your deposit/tuition structure so that people can get started for $600.

A dog groomer faces a challenge to capture the full rebate amount, since their services are much less than the overall check amount. Consider creating packages of services. Sell pre-paid packages or punch cards. Also, consider creating a package of grooming services for client and owner, where the dog might get the premium pampering package, and the owner gets a free massage at a local spa. Or perhaps you create a pamper weekend, where the dog gets a weekend of grooming and pampering at a local facility, and the owner gets a weekend at a local getaway. Try working with other businesses to create some interesting packages. Be creative.

Once the rebate checks start hitting the mailboxes, the media will start talking about all the ways people are spending the money. This can be a wonderful marketing/PR opportunity for you. Create a press release about your innovative tax rebate deal and get loads of free publicity. (Need help with a press release? Contact me.)

Lastly, make sure you start planting these ideas with your customers now. For the most part, people have not yet thought about these checks, and you can be first in line with your message. Plant the seeds now, and enjoy a bountiful harvest this summer, in the form of new customers and a basket full of $600 sales.

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.

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.