They say if you do what you love, you will never a work a day in your life. Those of us that are passionate about pets truly can’t think of a better way to spend our days than working with, around, or even for animals. Whether you particular passion lies in rescue, retail, training, grooming, product development, pet fashion, photography, or one of the dozens other options in this ever-growing, $58 billion+ pet industry, you need to start a business first.
And starting a business is work regardless of what industry it’s in and regardless of how much passion you have. Each year, there are dozens of pet lovers that start businesses that never make it past that year. It’s not for lack of passion, but lack of business sense. Focus on that first, and you will be successful.
“Stay focused on the business aspect,” advises Jorge Bendersky, Celebrity Dog Groomer. “Look at the big picture and see that every step you take from social media posts to media training for TV all add up.”
An Interview with an Expert
If you really want an inside look into the pet industry, there is no one better to speak with than Shawna Schuh, President and Chief Pet Wrangler for Women in the Pet Industry Network. She shares her life with a horse, dogs, a cat, house rabbit and mini pig as well as one confused goat.
What are some of the challenges facing anyone trying to start a dog business?
SS: The same as anyone starting any business – so it’s important to do your work and research. The best advice is to get a handle on your business plan – there are many books you can read and follow. The next thing is to make certain that you like dog owners as much as you like the dogs – because it’s the humans who pay you.
What is the single most important thing to do before starting?
SS: Pray! And have a plan – even if you’re not certain it’s the right one at least you have a path to follow and adjust as you go. One mistake I think a lot of new business owners make is not clearly defining exactly who their real customer is – they are way to broad – like, “My customer is anyone with a dog!” When there are hundreds of different breeds and needs. Are you interested in helping new dog owners, dog show people or the ones who rescue – each of these niches have vastly different ideas and needs. Pick a path and then you’ll be able to market smart.
What one thing do you know now that you wish you had known before you started?
SS: Don’t hire the first company that wants to help you. We created our database without really understanding how we would use it and it’s been a mess and cost a lot to fix it almost since the beginning. If I had been in less of a hurry I might have taken the time to ask better questions before I hired some of the people I did to help me fix things.
Do you have any advice to getting through that first year?
SS: Yes – enjoy it. It’s the beginning of an exciting adventure. Take a lot of photos – it’s history you’re making! And be okay with working really hard and doing things over – it only gets better as you get better and you will.
What about those who still have to work a “day job” while starting their new business. Is this a wise move?
SS: Being a biz owner means planning and doing what works best- so doing a biz on the side until revenue picks up is wise. Better to do it well and slower than lose it before it has a chance to rock!
Don’t Be Afraid to Jump
While the answers to some of these questions may scare you, the one thing Jorge Bendersky wishes he had known before starting his pet business is this: “I wish I would have started earlier. I didn’t know what the impact of that doing what you love would have! I wasn’t aware about the power of loving what you do.”
So, even if you are scared and thinking you can’t do this – you can.
Resources
Start to join organizations, attend seminars, expos, etc.
Subscribe to trade and business magazines. The more knowledge you can get the better.
Pawsible Marketing has a great blog with lots of good information, including The Top Pet Industry Trends for 2014 that is a must-read.
Join networks like the Women in the Pet Industry Network so you can have a support group of people who understand and share your passion.
Research your soon-to-be competition. The more you know about them, the better this will serve you.
About the Author
Based in Wilsonville, Ore., animal lover Kristina N. Lotz is a Certified Professional Dog Trainer – Knowledge Assessed (CPDT-KA) and a member of the Dog Writers Association of America. She is the founder of A Fairytail House. In her spare time, she trains and competes in a variety of performance events with her Shetland Sheepdogs and caters to her two rescue kitties. She smartly married a Veterinary Technician, who helps keep the fur kids happy and healthy, and provides a quick resource for articles.
