animalcareerist.com

Rockin' and Rolling

noreply@blogger.com (Brad) — Thu, 28 Jan 2010 23:07:00 +0000

Look for more updates, including some exciting new offerings.

Coming soon!

Animal career database

noreply@blogger.com (Brad) — Tue, 10 Jun 2008 03:18:00 +0000

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

Bone marrow transplants for dogs

noreply@blogger.com (Brad) — Tue, 13 May 2008 23:04:00 +0000

Washington State Univ is now offering bone marrow transplants for canines. The cost runs $25-35k. No mention of the cost of after-care, rehab, etc. Seems like a new specialty career related to this field would be a logical next step.

Pet entrepreneurs in the spotlight

noreply@blogger.com (Brad) — Thu, 24 Apr 2008 16:19:00 +0000

Anyone near the pet industry knows that this sector of the economy remains strong. And investors agree.

The Northwest Entrepreneur Network, a leading investment group in the Pacific Northwest, has selected two businesses to participate in their Early Stage Investment Forum. to be held on May 9. Chosen from over 80 applicants, most of them tech-based, these businesses will present 10-minute pitches to an audience of investors. The goal of the businesses are to create buzz for their idea, and raise money to help start or grow their enterprise.

The two businesses are: Darwin's Natural Pet Products and DERMagic Skin Care for Animals, Inc.

Congrats to these two businesses!

Revenue stream potential

noreply@blogger.com (Brad) — Wed, 12 Mar 2008 19:17:00 +0000

Based on a recent study, the average horse owner spends between $200-300 dollars PER MONTH on veterinary care.

This is a huge cashflow for any animal business owner to tap into.

Tax rebate follow-up

noreply@blogger.com (Brad) — Fri, 29 Feb 2008 14:32:00 +0000

The IRS is mailing out 'reminder letters' to 130 million Americans next week to promote the tax rebate program.

It's not too early to start marketing your business to harness this windfall for your animal business.

Spring planting for summer business

noreply@blogger.com (Brad) — Tue, 26 Feb 2008 16:08:00 +0000

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.

He said, She said

noreply@blogger.com (Brad) — Mon, 11 Feb 2008 19:46:00 +0000

"Entrepreneurship is living a few years of your life like most people won't, so that you can spend the rest of your life like most people can't."

Anonymous student

Technorati profile

noreply@blogger.com (Brad) — Thu, 07 Feb 2008 18:43:00 +0000

Technorati Profile

Swimming Upstream for Profits

noreply@blogger.com (Brad) — Wed, 30 Jan 2008 23:47:00 +0000

It sucks when you invest loads of money in becoming NYC's only doggie swim center, and then your landlord jacks up your rent 64%. The owner was forced to shut down two days before Christmas and layoff 15 staffers.

According to the Jan 14 New York magazine article by Andrew Adam Newman (Newman!), there currently are no canine swim centers in the 5 boroughs, and the Big Apple pet scene appears to be shaking out other pet businesses too.

"I think everyone thinks, 'Boy this dog business will be a lot of fun to be in,' but the economics are really tough," said one Manhattan-based dog walking service owner.

Lesson here? Make sure when you make large investments into infrastructure (like a pool and special filtration systems) that you lock your landlord into a rent-increase structure that limits the annual increases. Even better? Set the term of your lease to equal the payback period for the cost of the infrastructure investment. Example: If it is going to take 3 years of profits to pay off the equipment costs, then set your lease for 4 yrs. This will ensure you make back your money from the equipment, with a little profit left over in case you are forced to move out at the end of the lease.

I know what I'm NOT having for dinner

noreply@blogger.com (Brad) — Mon, 28 Jan 2008 23:32:00 +0000

Everyone hates spam. You do. I do. The media does. Politicians do. Everyone hates spam.

But, the reason spam is....everywhere.... is because it is effective and really really cheap for the producer. But if we choose to take a lesson from (but not sink to the depths of) all things-spammy, then we will quickly realize that there are innovative ways to leverage the cost-effectiveness of electronic marketing without making your customers cringe.

According to MarketingSherpa, here are the top viral marketing techniques used by the businesses today, with the percentage of those companies implementing that method.

encouraging e-mail forwarding (91%)
"tell-a-friend" boxes on websites (80%)
online games, quizzes or polls (69%)
cool microsites (54%)
offering e-cards (47%)
videocasts (46%)
audiocasts (29%)

The number of videocasts will surely only increase over time, as more and more consumers adopt high-speed internet. Look for videocasts to reach 75% in the next 12 months, with audiocasts on the decline accordingly.

(Source: Entrepreneur magazine)

He said, She said

noreply@blogger.com (Brad) — Fri, 25 Jan 2008 19:48:00 +0000

"I am not judged by the number of times I fail, but by the number of times I succeed. And the number of times I succeed is in direct proportion to the number of times I can fail and keep trying."-- Tom Hopkins

How to price your services

noreply@blogger.com (Brad) — Wed, 23 Jan 2008 20:33:00 +0000

During my time at the Northwest School of Animal Massage (NWSAM), I was often asked by students how much they should charge for an animal massage session. Since we had students from all over the world, a single numeric answer wouldn't have sufficed. Instead, we would always counsel new grads to charge the same hourly rate as a "human" massage session would garner in the same geography.

But what if there is no analog for your industry? If no similar product or service exists, pricing can be a challenge.

"One of the most common reasons small and home-based businesses struggle is that they chronically undercharge," say Paul and Sarah Edwards, specialists in the home-based business field. "Don't discount your prices for fear of not getting enough business. Establish yourself in a specialty where you can excel at what you offer and charge accordingly."

Other pricing tips offered by the Edwardses:

Don't forget to cover out-of-pocket and indirect expenses.
Don't forget to add on a reasonable profit.
Do post your fees openly.
Don't surprise clients with a bill for unexpected charges.
Discuss cost increases before implementing them.
Never sell yourself short.

"Remember, the only surprise your clients should have when they get the bill is what an outstanding product or service they got for the agree-upon price," say the Edwardses in the December 2007 of "The Costco Connection".

H2SAB: Loyal Companion Animal Care

noreply@blogger.com (Brad) — Mon, 14 Jan 2008 23:54:00 +0000

We here at the cozy and snow-covered offices of Animalcareerist.com are pleased to announce an new feature here called H2SAB (or How to Start an Animal Business). This series will include interviews with actual business owners who are in the process of launching a new animal venture. Books can provide a wealth of information, but the stories from people actually in the process of opening a business are invaluable to others who are considering an animal business.

Today, we start the feature with Dr Craig Miller of Loyal Companion Animal Care of Redmond WA. Dr. Miller was kind enough to take time out of his holidays and last-minute preparations (his clinic opened on Jan 7) to share some of his thoughts about starting a new business.

Animalcareerist: Dr Miller, why did you decide to open your own practice?

Dr. Miller: I have wanted to own my own veterinary practice for almost 5 years now. Owning my own practice allows me to combine my love for medicine with my interest in business. Now originally I planned to buy an established practice. However, I found after 2 years of searching that there were few practices for sale that met my criteria. I realized after a while that if I wanted the practice I was envisioning, I was going to have to build it.

AC: How did you choose the location?

Dr. Miller: I chose Redmond Ridge Washington for several reasons. Personally, I like the area - its an attractive area with its own community. Business aspects also made sense. It's a newly developed area with great growth potential without a veterinarian, so the demand is there. I was looking for a highly educated community which it has as well. And it's near my home, so I have a short commute which was important to me.

AC: What is the focus of the practice, in regard to species, types of clients, services, etc?

Dr. Miller: We will be a full service small animal (dogs and cats) hospital. Our services will be general medicine and surgery, what I like to consider as a family practice. This includes pediatrics, geriatrics, wellness, parasite control, dentistry, and access to a full service reference laboratory. I have contacts with emergency hospitals and specialty practices (dermatology, ophthalmology, specialist surgeons, internal medicine specialists) in addition to regular case discussions with other veterinarians. Our focus on clients will be our surrounding community, providing care as if each patient were our own pet, and in educating owners. (Click "Read more!" for the full interview.)

AC: Over time, as your practice develops, what other projects or plans do you have for the practice?

Dr. Miller: I have built some flexibility into the floor plan of the hospital as I hope to expand it to a 3-doctor practice eventually.

AC: What are some of the hot trends that you are embracing in your practice?

Dr. Miller: Medicine is a continuously evolving field as new knowledge and new technologies emerge. The biggest trend in veterinary medicine is that people consider their pets a part of their family, and demand high quality veterinary care. We will always strive to provide our owners with options for the best care. For example, I have a variety of equipment to provide safe anesthesia, from fluid pumps, monitors of blood pressure, heart rate, and oxygenation of the blood, to warm air blankets. In addition, we have digital medical records, which hold numerous advantages to paper records. Over time I think more clinics will convert to computerized records, but that transition for an established practice can be quite a hurdle.

AC: What are some of the trends that don't really fit into your vision of the practice?

Dr. Miller: Veterinary medicine has several corporations that own chains of veterinary clinics/hospitals. These corporations are buying more and more private veterinary hospitals. I will not be a corporate clinic, and will strive to set myself apart from them with more personal touch.

AC: You are building a new facility within a shopping center. On the plus side, you have a clean slate to work with, but someone also has to do the design. Who designed your facility and how long did it take?

Dr. Miller: It IS a plus to have a clean slate, but it is also a lot more work. My facility was designed by a veterinary-specific architect based in Louisiana who knows the unique demands of a veterinary practice in terms of odor control, cleanliness, equipment, and that there are certain things that dogs will do! Because the shell of the building was already built, we had a tight time line to try and get everything built. Since my architect was in Louisiana, I also had to hire a local architect to oversee that the project met state and county requirements. Our third input was from a veterinary specific general contractor, which was key, as they understand what works and doesn't work in a veterinary facility. All in all, the design phase took about 3 months, but the entire negotiation of lease to completion of construction took about 8 and 1/2 months, which is very quick compared to industry average.

AC: Were there any unexpected issues that have come up during the construction process?

Dr. Miller: There are always issues that come up during construction, and that is why it was key to have a veterinary-specific construction firm. Right off the bat, our first subcontractor who bid on the plumbing dropped out, so that delayed the start of construction by two weeks. Another issue that developed was a large piece of equipment I was purchasing, a lifting wet table for dentistries, was taller that the cabinets. Luckily, the construction supervisor caught this issue early in the construction process, and so we were able to redesign our cabinets around the table.

AC: Any problems with permitting or zoning since this is an animal business?

Dr. Miller: We were very nervous about the permitting process because I had heard it could take a very long time. We had even written an addendum to our lease that if we got held up by the county for more than 6 months, or if they would not permit a veterinary hospital, then we could get out of our lease. Luckily, the permit process went smoothly.

AC: What is your initial staffing plan for the practice?

Dr. Miller: I will be the only doctor to start with, and I have hired a licensed veterinary technician, a full and part-time veterinary assistant, and a receptionist.

AC: Have you started hiring?

Dr. Miller: They are all hired and eager to start.

AC: Working with animals requires a special breed of person (pun intended). Describe the perfect candidate for your office.

Dr. Miller: The perfect candidate has an eagerness to learn, a love of animals with a stomach for blood and diarrhea, respect for clients, the ability to multi-task and work in a team environment, and a great sense of humor.

AC: How does someone get your attention to get put on top of the very large pile of resumes?

Dr. Miller: Experience is huge, and a well-written cover letter that addresses any potential holes in their resume. I look specifically for why someone wants to come work at my hospital, versus someone who is looking for "a job".

AC: Have you started marketing?

Dr. Miller: Yes, we have multiple forms of marketing. I have been writing educational articles for the Redmond Ridge newsletter, our website, we have a flyer in Valpak and in front of our hospital, we hung a banner in front of our space from the beginning, we are listed in the yellow pages, and we held an open house.

AC: What plans do you have for marketing in the future?

Dr. Miller: Word of mouth is huge in the veterinary industry, so I hope as time goes by, we will become a well-known service in the community. We will also track how clients find us so we are able to quantitatively measure what are the most effective methods of marketing.

AC: How important will the internet be in your marketing efforts?

Dr. Miller: Because we are located close to Microsoft, and many in our community work there, the internet will be important. It is difficult to quantify it at the moment, but I think it will be third in importance, behind location and word of mouth. I also plan to continue to update my website with educational information and links. So it will be important not only for marketing, but also for education.

AC: Opening a new practice is very time-consuming, capital-intensive and a great deal of hard work. Yet, once the doors open, and your lobby is full of smiling customers, wagging tails and purring kitties, it'll all be worth it. That said, what have been the biggest thrills so far in building your new practice?

Dr. Miller: This has been a dream of mine for almost 5 years now, to own my own practice, so finding the location and deciding that now was the time and place to do it was very exciting. Also watching the building transform from a shell, to studs, to painted walls, has been very exciting. Recently, getting my first appointment request through my website was a compliment.

AC: What has been the biggest disappointment so far?

Dr. Miller: Having the heating not shut off and run the clinic up to 95 degrees 4 days after the final walk through was disappointing. But the problem has been identified and fixed. Luckily no one (but me) had to work in those conditions. I did not move to Florida to open a veterinary hospital for a reason!

AC: What has been the biggest surprise you've encountered?

Dr. Miller: When I contacted a technician whom I had worked with before to ask her if she knew any techs who might be interested working for me, and she replied "Yes, me!"

AC: Lastly, do you have any advice for entrepreneurs interested in opening their own animal business?

Dr. Miller: Do your due diligence. You will need it for the bank to loan you money, and also so you can sleep at night when you have time. Consider how to set yourself apart. It is a lot of hard work, and many things you will have to learn about that you probably never knew (nor cared to) before.

AC: Thank you for your time and good luck with your new practice, Dr Miller.

Dr Craig Miller recently opened Loyal Companion Animal Care in the Redmond Ridge area of Redmond WA. He is currently taking new patients, by appointment. Contact Dr Miller at (425)868-7000 or via his website at http://loyalcompanionanimalcare.com. The clinic is located at 22330 NE Market Place Drive, Suite 115, Redmond WA 98053.

Lesson learned

noreply@blogger.com (Brad) — Tue, 08 Jan 2008 22:47:00 +0000

So I was skipping along merrily in my pre-holiday bliss last month. It was shaping up to be a great holiday...personal stuff had blown over, the businesses were taking shape, friends were friendly, neighbors were neighborly.

Heck, even the cocoa was tasting.... more cocoa-y.

Then, upon my return from a football game on Dec 23, I walked in the office to check email and there sat my laptop displaying the "blue screen of death".

After a re-boot, it was apparent that it was gone. Because it was the holidays, no shop was open to look at it, and in the meantime, I knew that there were lots of people trying to contact me regarding some projects, the holidays, etc.

It wasn't until Jan 4 that I was able to fully restore my data on another computer. A quick tally of the actual costs I incurred:

$949 for new laptop
$199 for new Quickbooks software
$49 for new Quicken software
$25 for adapter for connect my old laptop hard disk to the new computer
$79 for new mouse (Vista is not compatible with a lot of old hardware and generally pretty awful.)

The money can be recuperated over time, but the time cannot. I estimate that I spent over 70 hours over the holidays on setting up the new computer, restoring the old files, and updating software where needed.

It's been a LONG time since I've faced losing ALL of my data. Admittedly, I had gotten complacent. I hadn't backed-up files in a long time and EVERYTHING was on that laptop--work files, legal documents, photos, addresses, email, logos, and all the rest.

So when I picked up the new laptop, I also picked up a new item which I should have bought years prior-- an external storage drive. And I've set all of my accounting software to automatically backup once a month. My most important documents now reside on discs tucked away in my safe.

Call it a lesson learned in how to prevent wasting another holiday in computer limbo.

Bookstore is now open!

noreply@blogger.com (Brad) — Mon, 17 Dec 2007 22:54:00 +0000

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

noreply@blogger.com (Brad) — Tue, 11 Dec 2007 22:54:00 +0000

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)

New site feature!

noreply@blogger.com (Brad) — Wed, 05 Dec 2007 23:53:00 +0000

Introducing Snap Shots from Snap.com

I just installed a nice little tool on this site called Snap Shots that enhances links with visual previews of the destination site, interactive excerpts of Wikipedia articles, MySpace profiles, IMDb profiles and Amazon products, display inline videos, RSS, MP3s, photos, stock charts and more.

Sometimes Snap Shots bring you the information you need, without your having to leave the site, while other times it lets you "look ahead," before deciding if you want to follow a link or not.

Should you decide this is not for you, just click the Options icon in the upper right corner of the Snap Shot and opt-out.

He said, She said

noreply@blogger.com (Brad) — Tue, 04 Dec 2007 19:41:00 +0000

"There is no such thing as a failure, only feedback"

-- Brian Tracy

Ho Ho Have a flyer

noreply@blogger.com (Brad) — Thu, 29 Nov 2007 19:18:00 +0000

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!

noreply@blogger.com (Brad) — Tue, 27 Nov 2007 15:16:00 +0000

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

noreply@blogger.com (Brad) — Mon, 26 Nov 2007 23:22:00 +0000

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.

Happy Thanksgiving!

noreply@blogger.com (Brad) — Thu, 22 Nov 2007 18:57:00 +0000

We all have plenty for which we should be thankful. Give an animal friend a scratch on the top of the head and don't forget to thank your customers, too.

We'll be back on Monday.

Get started!

noreply@blogger.com (Brad) — Wed, 21 Nov 2007 22:41:00 +0000

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?

Googling your business

noreply@blogger.com (Brad) — Tue, 20 Nov 2007 22:11:00 +0000

Search engine marketing can and should play a large role in your marketing/advertising budget.

All of the major search engines have ad programs which allow small businesses to create ads and buy ad space on search results pages. Since the majority of searches are done on Google, I'll focus on them, but most search engine ad programs are similar.

Here are some tips for effective use of Google's ad program:

1) The ad: The ads themselves are very small, so you want to make sure you use that space wisely. Use action words to get customers to click on your ad to learn more about you. Be specific enough so that people who are clicking on you are actually potential customers.

2) The "keywords": Keywords are words or phrases which a person enters into a search engine. You select keywords for your ad campaign, in hopes that your customer will enter the same keywords in order to find you. If you are a pet sitter in Omaha, you might select "pet", "petsitting" and "Omaha" as some of your keywords. Be careful in selecting your keywords. Choose the wrong keyword and you'll reach people who aren't potential customers (and pay for them to see your ads!)

3) PPC bids: Keywords are bid on using a pay-per-click (PPC) basis, meaning each time a user clicks on your ad, you pay Google for that click. Some keywords can be bid on for 5 cents per click. Others may cost much more. You should select a daily or monthly budget in order to limit the clicks and cost.

4) Tracking: Using conversion tracking and analytics programs provided with the Google program, you can tell how many visitors or customers have come to you from your ads and calculate a Return on Investment analysis for each of your ads.

Anyone can create a search engine ad campaign. Don't want to spend the time or want a more effective campaign strategy? Contact us at Chew Toy Media for a free consultation.