Pets are a booming $55 billion a year and growing industry. Just hearing the number is enough to make anyone rush out and open a pet store. But while the industry is growing in all faucets, there are thousands of start-ups that fail because people had a dream but not the know-how.
Shawna Schuh, Host and Founder of Pet Industry TV and President of Women in the Pet Industry, has some great tips for those looking to get started in an industry she is passionate about herself.
What are your tips for people wanting to get started in the pet industry?
Do your research. It’s more than just following your passion.
Shadow those doing the work you are interested in; you’ll be surprised how willing people are to share their knowledge if you have the right heart about it.
What do you think the market has TOO much of?
Treats. It’s a great money maker for those doing it right. However, the variety of offerings out already make it a highly competitive category.
What do you think the market still needs?
Services, especially for senior pets. Because we consider our pets our family, watching them age is a heart-breaker, and families are willing to invest to keep their pets with them as long as they can and as healthy as they can.
What are the mistakes that rookies make that lead to failure?
Under funded is a big one. It’s usually more expensive than you think and many people don’t understand the cost of promotion.
No support or network to learn or grow with. It’s the top issue I hear when speaking to pet professionals. That’s why we have the Women in the Pet Industry Network – it’s all about growing, giving and connecting so we can cross promote, partner and help each other prosper.
If you are a women looking to get into the industry, definitely join Schuh’s network. They have Meet Up’s at top industry events, a Top Women in the Pet Industry magazine that comes out twice a year, education, networking, and the only conference focused on women working in the pet industry.
Follow The SHARK
The keynote speaker at this year’s SuperZoo (an industry trade show you better become familiar with if you want to own a pet business) was Daymond John, star of ABC’s Shark Tank and a true pro when it comes to turning $20 into a multimillion dollar brand. His advice to everyone who wants to be successful in business is his “Shark philosophy”:
Set goals (positive ones)
Homework (do your homework, research)
Amore (love what you do)
Remember you are the brand
Know your brand
Final Tips
- Go to Trade shows (SuperZoo, Global Pet, Backer, to name a few).
- Make connections on Linkedin, Facebook, and Twitter.
- Ask questions and genuinely make friends with people, do not just expect them to promote you or your new product; develop a mutually beneficial relationship first.
- Join associations appropriate to you niche like: Association of Professional Dog Trainers, American Pet Products Association, National Dog Groomers Association of America, National Association of Professional Pet Sitters, Pet Sitters International, International Association of Canine Professionals, etc.)
- Build your own resume and credentials. Become an expert in your niche. If you aren’t one, find experts that will back your product or will act as a source for information.
- Take advantage of SCORE and all their free business help.
About the Author
Based in Wilsonville, Ore., animal lover Kristina N. Lotz is a Certified Professional Dog Trainer – Knowledge Assessed (CPDT-KA) and works as a full time trainer. She also owns her own custom pet products company, A Fairytail House, where she makes personalized collars, leashes, beds, keepsake pillows and blankets, and anything else your imagine can think up. In her spare time, she trains and competes in herding, agility, obedience, rally, and conformation with her Shetland Sheepdogs. She smartly married a Veterinary Technician, who helps keep the fur kids happy and healthy, and provides a quick resource for articles.
