Pet Boarding and Daycare November / December 2022

PHOTO BY CAMP LISA

STAFF

PUBLISHER

Barkleigh Productions, Inc.

EXECUTIVE EDITOR Rebecca Shipman

DIRECTOR Laura Pennington

SENIOR GRAPHIC

Brandi Aurelio

WEB MASTER Luke Dumberth PRESIDENT Todd Shelly VICE PRESIDENT Gwen Shelly

CHIEF OPERATIONS OFFICER Adam Lohr

DIRECTOR OF MARKETING & CLIENT RELATIONS James Severs

EXECUTIVE ASSISTANT / ACCOUNTS MANAGER Karin Grottola

SOCIAL MEDIA COORDINATOR Cassidy Ryman

DIRECTOR OF DIGITAL MEDIA Evan Gummo

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? really affect canine

By Michael S. Gould

Astudy from UMass Chan Medical School, which surveyed more than 18,000 dog owners and analyzed over 2,000 dog genomes, revealed that dog breed does not fully determine personality. Ultimately, the study found that just 9% of the variation in an individual dog's behavior can be explained by its breed.1

This topic is something I have researched for quite some time. In 1982, I started studying breed-specific behavior in relation to aggression with the New York City police department. Since then, I have been deemed by the courts as a subject-matter expert in various aspects of animal behavior, including the use of force and canine deployment.

In 2000, I founded Hounds Town USA, a fully interactive doggie daycare that has since become a national franchise. In any one of our 30-plus facilities, around 30% of the dogs we host on any given day are considered “bully” breeds. These can include German Shepherds, Pit Bulls, Dobermans, Rottweilers—breeds that segments of our society have deemed “dangerous.” However, we interact with these types of dogs on a daily basis and welcome them into our facilities with a no-discrimination policy. This is because, as the study revealed, a dog’s breed does not wholly determine a dog’s personality. In fact, researchers found that, across individual dogs of the same breed, there were significant

golden retriever marginally

Researchers f ound th at a is only more likely to be friendlier.

variations in behavior.

The study noted that humans didn’t begin intentionally breeding dogs until 2,000 years ago, and it

wasn’t until the 1800s that humans began selecting dogs based on the traits that we commonly associate with purebreds today. Yet, modern

breeds are often characterized by human-like temperaments that aren’t actually dependent on breed.

For example, Golden Retrievers are known for their friendly natures. However, researchers found that a Golden Retriever is only marginally more likely to be friendlier than a mixed-breed or another purebred dog, such as a Dachshund.

“Although ‘friendliness’ is the trait we commonly associate with Golden Retrievers, what we found is that the defining criteria of a Golden Retriever are its physical characteristics—the shape of its ears, the color and quality of its fur, its size—not whether it is friendly,” wrote the senior study author, Elinor Karlsson, PhD.

Meanwhile, Pit Bulls are very powerful and have certain breed instincts of their own. They are widely discriminated against

unf or tunate ly, the

UMass Chan Study Shows Canine Behavior Only Slightly Influenced By Breed. UMass Chan Medical School. https://www.umassmed.edu/news/newsarchives/2022/04/umass-chan-studyshows-canine-behavior-only-slightlyinfluenced-by-breed/

and assumed to be aggressive. Although they were historically bred to fight bulls, this does not mean they have a genetic predisposition to act on that training.

Proper socialization and training are key to encouraging good dog behavior. Unfortunately, many of these breeds are typically removed from their litters too young and not socialized correctly with other dogs. Think of it like children being isolated from other children; when there’s a lack of socialization, they are more likely to become startled and hostile.

Additionally, there's no evidence that a properly socialized dog has any more or less of what we call a “bite inhibition.”

This is usually learned early on in the litter during nursing and carried throughout a dog’s life with humans.

Unfortunately, the aggressive behavior associated with most “bully” breeds is usually fostered by humans. At some point in a dog’s life, somebody mismanaged, misunderstood and failed to socialize or train the dog properly. This can lead to insecurity, fear and protective instincts, which can all manifest as aggressive behavior.

Throughout my career, I have come to find that there is no replacement for consistent, proper socialization and a natural pack environment. Dogs are pack animals, and we have seen in our Hounds Town USA facilities

that, in a properly curated pack, dogs will establish their own hierarchy and self-regulate their behavior in the pack. Whether it’s a Pit Bull or Frenchie, most dogs will benefit from this type of environment, regardless of breed.

References:

1. Fessenden, J. (2022, April 28).

Michael S. Gould began his canine career in 1982 as a New York City Police Officer and one of the first members of the Department’s elite Canine Unit. After a long and successful career on the police force, Mike’s unique canine training experience and background organically lent itself to opening a doggie daycare business and dog sitting facility. In 2000, Mike opened his first Hounds Town USA dog boarding location in Port Jefferson, Long Island, New York. Since its inception, Hounds Town has cared for more than three million canine visitors.

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& instagram for r

set up optimize timize success

Social media isn’t for everyone, but it is, without a doubt, a necessary component for getting your business out there these days. Most people are extremely active on social media—especially on Instagram, where they can scroll and share to their heart’s content and not worry as much about reading and writing in the same way they do on other platforms (like Facebook).

But how much do you know about setting your Instagram profile up for success? One common mistake pet business owners make is approaching their Instagram or social media presence with the mindset that they will get people to make purchase decisions based

y our pet business’s

By Mikaela Vargas

off of the things they post. That can certainly happen, and it’s wonderful when it does, but business owners would be better off looking at their Instagram presence more as a way for fostering their community, building trust and starting relationships. The following are some things you should consider when setting up your Instagram (IG) profile.

Instagram Name vs. Instagram Username

There’s a difference between the two, and it is highly recommended that you make them both different. You have a higher chance of showing up in the results when people search Instagram for your business name, your services or your service area.

Let’s say your business name

is “Greg’s Pet Resort” and you’re located in Los Angeles. You’re much better off making your Instagram name something like “Los Angeles Pet Resort” because that is exactly what people in your service area will be looking for.

Keep in mind that your IG name can only be 30 characters or less, but depending on what you offer and where, that can be really helpful to your aim here.

Save your business name for your username, such as @gregspetresort or something short, simple and unique. Even better, if you don’t have a super long business name, you can include what you do and where you are located;

@gregspetresortdaycarela.

instagram name instagram username vs

There’s a difference between the two, and it is highly recommended that you make them both different. You have a higher chance of showing up in the results when people search Instagram for your business name, your services or your service area.

Your Instagram Bio

Ah, the fun part! Who doesn’t enjoy describing themselves in a cute and fun way for social media? Even more fun is using emojis, which I definitely recommend. Still, there’s actually a really good formula to follow to achieve both goals: coming off as

unique and giving your audience the information they need to click that “Follow” button:

• Lead with your slogan, tagline or headline. For instance, you can start with something like “Your Pet’s Home Away From Home” and follow up with emojis.

• Your services. Pet grooming?

Daycare? Boarding? Put that on the next line.

• Your service areas. (Especially if you want to include areas that are outside of the location on your business account profile.)

• A call-to-action (CTA). This is basically a link, whether it’s to your Linktree or directly to your website.

You don’t necessarily need to do all of these things in the order listed above, but it’s really great to have each of these items covered in your IG bio.

Your Instagram Link

You only get one link. So, what do you do? Well, there’s actually a couple of different ways you can approach this. A lot of people just go with the “edit manually” option. So, for instance, if they publish a post about a new blog

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and in the caption they say something like, “Head to the link in our bio!” They go back to their bio and change it manually to display just that one particular blog link.

Another option is to utilize Linktree, which has paid and free options. The free version is great for directing people to multiple different places and giving them options, but it doesn’t allow for personalized branding. Additionally, it’s not the best option for your SEO.

But you have your own website… why not use it? You can create an

entirely separate page that is dedicated to Instagram only, meaning you won’t post the link to it on your main website. Create something like a Linktree within your own domain. That way, you have people clicking directly to your site but you’re still giving them multiple different resources to click on, and you can add your own branding and boost your SEO.

Take Advantage of Hashtags

Hashtags are one of the biggest ways to harness the power of social media, because that’s how people will find you. But depending on how you

Hashtags are one of the biggest ways to harness the power of social media, because that’s how people will find you. But depending on how you use them, they can be kind of # cringey .

use them, they can be kind of #cringey. Your first impulse may be to use popular hashtags, like #dogsofinstagram. But think about what you’re trying to accomplish here…Ultimately, you want more business, right? Using a big popular hashtag like that could help, but it’s more fruitful to think small when it comes to hashtags, otherwise you’ll be lost in a sea of posts. Think of hashtags that are relevant to your service area, like #losangelespetcare or #petresortsofla.

Another thing to keep in mind is the usage of all your hashtags. It’s so tempting to just copy and paste the same hashtags each and every time, but guess what? You can actually be flagged as spam if you fall into this practice, and that’s probably the worst-case scenario for your business’s Instagram account. Plus, you want to try and reach as many people as possible, and keep it varied. Where you place your hashtags is up to you. Some people like to include them

in thecaptions, if you post your hashtags

caption #hashtag #hashtag view more comments

include some space and characters (like a period) between your caption and the hashtags just to separate out the content from the hashtags.

Always Include a Call-to-Action (CTA)

make sure to include some space and characters (like a period) between your caption and the hashtags just to separate out the content from the hashtags. in their captions, and some people like to include them as a comment. Something to consider is that, if you choose the comment option, it’ll show up to your viewer as “View 1 Comment.” Rumors are floating around that Instagram does prefer you keep your hashtags to the caption, however. If you post your hashtags in the captions, make sure to

In each post you make—or at least in the vast majority of posts you

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make—you should always include a CTA. It really depends on the kind of brand you have; if you’re a mix between personal IG influencer/ presence and part business owner, the CTA isn’t always relevant, but you should definitely make sure the majority of your posts include one.

A call-to-action shouldn’t always be a “Buy now!” or “Book now!” plea; that’s repetitive, boring and a bit too much for creating a great community that people want to engage with. Your CTA can be as simple as asking your viewers to like, comment, save, share or simply read something you posted in the link in your bio.

Be Unique

No matter what you do though, always remember to use your brand voice. Who are you and what does your business stand for? Don’t get lost in the trappings of competition. It’s natural and human to admire another business and want to emulate their voice, but your business is here because your business does, in fact, have something unique to offer. So, use your Instagram profile as another way to voice your mission and your brand, and really stand out in your community.

Mikaela Vargas is the founder of Pet Marketing Unleashed, a company focused on helping petpreneurs build optimized and stress-free pet businesses through web design, VIP Days, website & template shop, and education. She is all about creating systems and strategies that reduce stress and get pet businesses working while away from your desk or out with the dogs! Mikaela is also the host of the Facebook group, Unleashed Petpreneurs, a community filled with other pet industry entrepreneurs looking to upscale their marketing, processes, and websites with ease.

Let our experience take your business higher!

We’ve weathered a lot this year. As if the seemingly neverending pandemic wasn’t enough, let’s throw in the wild travel booms and ongoing staffing crisis—not to mention costs increasing at historic levels, including gas prices.

If you’re like many pet care

By Laura Laaman

facilities, you had a very busy summer due to pent-up travel demand. The good news is that pet parents are likely to continue traveling through 2023. According to Tourism Economics , travel spending is predicted to reach within four percent of pre-pandemic levels, which is more than nine percent

over 2022. However, demand and inflation mean higher costs, including airfare prices, which have increased and are expected to continue to rise.

The pandemic had another effect on the pet care industry…there are far more pets in homes than before. The ASPCA estimates more

than 23 million American households adopted a pet during the pandemic. They followed up with a 2021 study that showed an overwhelming majority (over 90%) of dogs were still in their new homes. With a lot more pets—and especially first-time pet parents—the need for your services increases.

In fact, pet-related spending has jolted upwards across the board this year, with the U.S. Bureau of Economic Analysis reporting massive leaps in pet and pet product spending nationwide. So, although there’s a lot of economic uncertainty, there’s also a lot of opportunity for those business owners who can navigate these choppy waters.

Prepare Now

Recessions are challenging for business owners. You know more than anyone that successfully running a business is hard work in any economy. It can be lonely and hard to know if you’re doing the right thing—especially when it feels like you’re fighting the “normal” employee, customer and facility challenges (and now a struggling economy, too). But you can get through this! Now, more than ever, the best tools to help your business thrive are a solid plan and an optimistic outlook. As weird as it might sound, recessions can be tremendous opportunities and really help separate great businesses from the rest.

Don’t Overreact

No one knows how severe or long this difficult period of economic uncertainty will last. The news tends to focus on the negative and sensationalism because those generate the most clicks. It’s important to be aware of headlines without overreacting to them. It’s so easy to turn on the news and hear that the world is falling

An inspiring goal can

propel you guide, sustain &

better than almost anything else. Goals can focus your attention on the solutions rather than the obstacles.

apart and stick your head in the sand. But in many ways, our industry is actually doing well. Recessions affect each industry differently. Technology and finance companies thrived during the pandemic while many other industries (like ours) suffered. The tech and finance industries went on huge hiring and spending sprees just to keep up. But now that the world is getting back to “normal” and the period of nearly unlimited, free funding appears to be ending, money and attention are shifting away from tech companies. These companies are often exclusively built around top-line growth, so when Google, Facebook and leading banks are down, it generates a lot of news.

But just because Google or your bank is going through some belt-tightening doesn’t mean that your business is affected in the same way. Americans have more dogs than ever, people are going back to the office and need doggie daycare and training, and grooming demand has never been higher. The fundamentals of our industry are strong, so if you take the right steps now, your business will emerge even stronger than before.

Set Goals

One of the most powerful things you can do right now is set a goal—or, better yet, multiple goals—and work to achieve them. An inspiring goal can guide, sustain and propel

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you better than almost anything else. Goals can focus your attention on the solutions rather than the obstacles. They have a special way of helping you prioritize what will move you forward rather than what will get in your way.

Take a second and think about what you want your business to look and feel like, and what you want to achieve in the near future. I find it’s helpful to think forward just one or two months from now, and in just one or two key areas. Multiple longterm goals are OK, but sometimes these can feel confusing or even daunting. Instead, focus on one thing that you can work to achieve this month that will have a positive impact on your future.

Ensure You Have Great Staff

We’re in a service business that depends primarily on great staff. The staffing shortage caused many business owners to hire the first warm bodies they could find. But now that we have a little more breathing room, it might be time to look closer at your staff. Are these the team members who will provide the best care and boost your brand to higher success?

Dedicated, passionate, career-minded professionals are critical to a strong pet care company. But how do you attract and retain these kinds of employees? At a minimum, it’s become necessary to pay above market average to draw in quality staff and keep them committed to your company. With a nationwide push for a $15 minimum wage, combined with a shift in jobseeker values following the pandemic, offering more than minimum wage and benefits is an effective method to ensure you attract and maintain a great team.

If you feel like you can’t afford to pay what you need to, develop a

Great StaffEnsure You Have

The staffing shortage caused many business owners to hire the first warm bodies they could find. But now that we have a little more breathing room, it might be time to look closer at your staff.

plan and figure out how you can change that. Yes, it’s absolutely possible (and necessary) to provide exceptional pet care, develop and fully pay a quality team, and still have a financially successful and viable business. In fact, they all tend to go hand-in-hand.

Price And Promote Your Services Appropriately

With a constantly changing economy, are you confident you’re charging the right rates ahead of the holiday season? If you’re charging too little, you’re leaving money on the table—especially during one of the most lucrative times of year. The difference between what you’re currently charging and what you should be charging could be enough to give those raises your team needs, pay for business maintenance or improvements and (most importantly) pay yourself a very healthy and well-deserved salary.

But, on the other hand, if you’re

overcharging, prospective clients are likely turning to your competitors instead. This is especially true if your team isn’t consistently doing a great job explaining why you’re special or if your marketing messages are inconsistent or insufficient. Determining the right rate requires preparation and research, but the payout is massive. It’s important to review your rates every so often, for all the service you provide.

Offer The Services Pet Parents Need

Many of the new pet parents are first-time dog owners with no experience integrating a dog into their lives. This has created an increased need for dog daycare and training. Many pet resorts have most of the resources needed to deliver this level of training in-house without hiring an independent trainer. Implementing a robust training program to help parents with all of their dogs’ needs can increase

your revenue substantially. In addition, you can reach a much greater population of new clients while supplementing your revenues in the off-season.

To ride this roller coaster but come out ahead and thrive, it’s necessary for business owners to execute the right strategies to achieve success. Providing excellent pet care simply isn’t enough anymore. This upcoming challenging period is different than previous slowdowns and recessions; this time we have an expected economic slowdown plus the effects of inflation.

The good news is, when you’re busy transforming your business, the outside “noise” doesn’t matter as much. While your competitors are going out of business and complaining about the latest problem of the week, you can take your business to the next level.

Laura Laaman is president of Outstanding Pet Care. If you’re interested in growing your revenues, any of the strategies in this article, or any of our other proven and guaranteed services, schedule a consultation by calling 1-888-735-5667 or vising www.OutstandingPetCare.com/contact.

the Paws-Abilities

Create the Perfect Client by adding a

By Jennifer Wolf-Pierson

Photos provided by ABC Pet Resort

ogs that jump, dogs that hump, dogs that are reactive, dogs that are inactive, dogs that are stressed (and stress us out).

Sound familiar?

What if you could create a pipeline of balanced, confident and relaxed dogs that are a perfect fit for your facility’s group play, lodging and spa programs? You can!

By adding a puppy program to your facility, you will be able to build your perfect client.

Risk vs Reward

There is a magical window for socialization in puppies from three weeks to 16 weeks of age. Their brains are biologically wired to absorb the world as it is thrown at them. As Terry Ryan puts it in her book Coaching People to Train Their Dogs, “The window of temporary open-mindedness is too important to ignore.”1

Puppies in this developmental stage assume everything that we show them and expect of them is normal. That loud noise, the funky texture, and your expectation of behavior are all accepted and even expected by adult dogs if they were exposed to it during this explosive learning stage in their lives.

Some vets, breeders and rescue groups still recommend restricting social interactions until the puppy has completed his full rounds of vaccinations, which generally puts him well outside of this key socialization period. Yes, there is a risk as diseases such as distemper, parvo, parainfluenza, etc. are real and have not yet been eradicated; however, we can reduce the risk through our operations and capitalize on the overwhelming benefits that early socialization provides.

According to the ASPCA, over six million pets enter the shelter system each year. Of that number, sadly almost one million are euthanized. It would be safe to say that a large portion of those that were not adoptable had unwanted or possibly dangerous behavioral issues which stemmed from a lack of socialization and training. With proper

protocols, the potential risk is greatly overshadowed by the benefits.

Puppy-Specific Areas

Your facility is the perfect place for structured socialization! All the other of-age guests are required to have full and complete vaccinations, and your cleaning protocols are already in place to prevent transmission. I bet you have a few areas that you could separate off to create designated puppy zones.

Your puppies will need only three things to get started: a place to potty, a place to nap and a place to train. Setting up a simple X-pen yard for potty time helps you control elimination areas and reduce the possibility for fomite transmission points. A manager’s office or even a staff breakroom is a great place to set up a few crates for naptime. The activity and traffic levels are low in these areas, making cleaning, disinfecting, and maintaining a sterile environment for

There is a magical window for socialization in puppies from three weeks to 16 weeks of age. Their brains are biologically wired to absorb the world as it is thrown at them.

naps and training a snap.

As the puppy advances and is ready to explore and learn more, set up your operations for the puppies to be the first in the yards or in the training rooms after these areas have been routinely disinfected.

If you are the token facility pessimist

prior to each training session, potty walk and nap time to wipe the puppy’s paws thoroughly with a pet wipe. Have puppy-specific toys and equipment, and with a shift or two of barriers you can easily accommodate for segregation.

Application Process

your team up for success. Give parameters for qualified puppy candidates, such as expecting each of those enrolled to start the program between nine and 12 weeks of age. If they are outside of this time period, we find those pets are better suited to start more traditional training classes once all rounds of vaccines are completed.

At a minimum, each parent needs to commit to a 20-day course, dropping their pup off daily (Monday through Friday) for four consecutive weeks. The program is designed to track and grow puppies within their socialization bubble. The best candidates start at nine weeks and complete the full 40-day program. If they are outside of this stage in their lives, the program will not be as effective.

Daily Itineraries

There are so many things in the world to share with these young minds, including sounds, textures, interactions (human and canine) and environment. Every day

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Over 30 years experience as industry leaders

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There are so many things in the world to share with these young minds, including sounds, textures, interactions (human and canine) and environment.

trims. They become your dream clients!

The client and the dog are the real ones to benefit. The parent gains a relaxed and enjoyable family member that they can take with them to the home improvement store and out to brunch at the local dog-friendly restaurant, and the dog will never be a statistic for the ASPCA; they have been given the tools to become amazing canine citizens.

The lifetime value that puppy clients bring to your business and the lifetime of success that those puppies and their family achieve greatly outweigh the risks of starting a puppy program!

References:

there should be structured interactions for each puppy, such as:

• Two short obedience sessions (5-10 minutes) covering manners and core cues

• An individual play session, which is just that—fun play with a new human

• Extra potty walks to encourage and support potty training

• Socialization with other dogs (This progresses from hearing and smelling a dog from a distance, to relaxing near the dog and then finally interacting over time with a dog.)

• Exposure to noises, weird textures, impulse control, nail trimming, coat brushing and more!

These activities do not require a seasoned trainer to complete. Even with a quick YouTube tutorial, there will be people on your team who can execute these core topics. The assigned team member reads the daily itinerary, works on the core behaviors outlined and initials when completed.

The magic of puppies at this time in their lives—no matter the breed—is that they will follow similar rates of advancement. For example, on day five, we work on “sit” without a lure, “down,” sitting at barriers, “place,” “leave it,” and can play and recall within a group of other puppies consistently without breed constrictions or homework completion.

At the end of our 20-day program, each puppy records and submits their “Novice Trick Dog” video which is from Kyra Sundance’s Do More With Your Dog 2 At the end of the 40-day program, they complete their “Intermediate Trick Dog” submission. This creates tangible results; a certificate in the pet parent’s hands and a video of performance of 15 to 30 “tricks.”

These graduates are solid pups, ready to smoothly integrate into our group-play program. They strut into the building like they own the place, but they do so in a calm and obedient manner. These puppies are easy to lodge, fall asleep during grooms and place their paws in our hands for nail

1. Ryan, T., (2018). Coaching People to Train Their Dogs. (2nd Ed.). Legacy Canine Behavior & Training, Incorporated.

2. Sundance, K., Do More With Your Dog. https://domorewithyourdog.com/ DogTricks/

Jennifer has served since 2016 as General Manager for ABC Pet Resort & Spa, a multi-service pet care center located in North Houston. She also is a consultant and instructor for Pet Care Management Boot Camp, in partnership with Turnkey, Inc., an architectural design/build/operations firm specializing in pet care and veterinary facilities. Jennifer helps both existing and start-up facilities streamline their operations, improve their team management, and understand revenue-generating strategies. Jennifer earned her BS in Agricultural Science at Colorado State University, is a Certified Professional Animal Care Operator (CPACO), a PetTech CPR and First Aid Instructor, and is a Certified Professional Dog Trainer (CPDT-KA).

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DESIGNUNUSUAL ADVICE

F ROM A BUILDER

ON DEMOGRAPHICS & PET CARE

By Al Locker

Ihave always been a Design/ Builder. Turnkey, Inc. is a multigenerational company, founded in 1960 by my dad. We’ve built both residential and commercial, including office buildings, custom homes, pet resorts, veterinary clinics and even exhibits at the Houston Zoo.

In 1991, my wife purchased an existing run-down kennel, and our life took a sudden turn to the dogs. Frankly, I thought her desire to get into the dog business was a bit odd. She had a passion to provide for them like they were at home, but that level of care seemed a bit over the top compared to most existing kennels that I knew of. Little did I know, that the demand for higher-quality care was growing exponentially.

In the mid-1990s, there was very little professional help for start-up

facilities in the pet care market, and even less for their financing opportunities. There were a few design professionals around; however, their focus catered to the more lucrative market of humane societies, shelters and veterinary practices. The newer companion pet care facilities, or “well” animal care businesses, were scarce. It was only after building our own facility that I got started with this industry. Since then, I have helped more than a hundred facility owners with their projects, including site selection, business plans, demographics, design, etc., to build their new businesses.

As I’m sure you’re aware, over the last decade, there has been tremendous growth in pet care. It’s estimated that the U.S. pet industry reached $120 billion in 2021—there’s no doubt we’ve definitely taken off !

Now, unlike before, a new pet care facility is not likely to be the first pet-centric business to enter a market; however, there still may be room for growth. We just have to do a little more homework before jumping in and committing to either a new business, an expansion, a remodel or multiple locations.

Demographics

When we have great dreams, it is natural for us to want to jump to the fun stuff, like anticipating future revenues, designing logos and picking out colors. But with the new competitive nature of our industry, demographics should be the first thing tackled. Thorough demographic studies will provide valuable information to use for project feasibility, competitor analysis, project sizing, market

HOUSTON TEXAS

The demographics on the west side of town may drastically differ from those on the east, so I recommend a one-, three-, five- and 10-mile-radius report, as well as a five-, 10- and 15-minute drive time, depending on the city, terrain and location.

saturation and marketing—the bones of a good business plan!

There are two preferred ways to look at demographics for an individual site: radius and drive time. They both provide import ant, but possibly different, information. Most clients study generic demographics that encompass a specific town or city in full, but we need to break this down to provide meaningful data for our specific

area—especially in large markets.

Think of the city of Houston, for ex ample, where there is a population of 2.4 million in a 665-square-mile area. The de mographics on the west side of town may drastically differ from those on the east, so I recommend a one-, three-, five- and 10-mile-radius report, as well as a five-, 10- and 15-minute drive time, depending on the city, terrain and location.

For instance, what if the perfectly priced and zoned piece of property is just across the river? Even though new sub division neighbors can see it from their backyards and the radius may only be one mile, they will need to drive over the bridge to get to the property. This makes it an undesirable 20-minute drive. These type of demographics will pin down who is exactly where and whether it’s realistic

population

We want to gather this data because the “big dogs” (AVMA (American Veterinary Medical Association) and APPA (American Pet Products Association))collect all of their data concerning pet ownership by household, not by individuals in the household.

to think that the target market will travel to the location.

Population

Population numbers are easy to find, but what do they really tell us? Do we know how many people share one house or how many live alone? Population by itself can inflate stats that we use to evaluate demand. A household is defined as a person or group of persons who live and eat together. We want to gather this data because the “big dogs” (AVMA (American Veterinary Medical Association) and APPA (American Pet Products Association)) collect all of their data concerning pet ownership by household, not by individuals in the household.

As a household, we would say we have two dogs and a cat, not that our son John has a dog, daughter Sally also has a dog and that the wife has a cat. (Or maybe the husband wants to make sure people know it's not his cat!)

Mosaics

During this study, we also need to know the target market’s median household income, household age, projected growth and the mosaics by radius. The mosaic is a consumer classification which segments the population into 15 key groups and then segments those 15 groups into 66 specific types. This helps you to understand an individual’s likely customer behaviors. Plainly, will they do business with you, and how do you design your marketing message to make the largest impact.

These mosaics tell you who is where, taking the guesswork out of your marketing plan. For example, one mosaic is deemed “American Royalty.” These are the affluent, influential, and successful couples and families living in prestigious suburbs. They hold high levels of education, senior positions professionally and are proud of their success. They enjoy donating to high-profile causes and kicking up their heels at fundraisers. Facebook memes are not going to be the best way to capture this highly sought-after consumer. This mosaic group is attracted to messages that make them feel connected to their future, creating authentic, new experiences and have a true, deep-rooted foundation in quality products and service.

Does it Make Sense?

In the past, we could more easily say “build, build, build” and feel confident that we would have success, even with only anecdotal information. However, we have turned the page into a new phase in

our industry, where projects cost more and the competition is greater. Therefore, we need to make sure the target market is not yet overly saturated. This homework is necessary to set ourselves up for success. It may be better to find a different location than to fight for the business in a limited market.

As a designer, you might think I wouldn’t care if a client did their research; after all, a job is a job, right? Wrong!

An old architect once told me, “It is the architect’s job to protect the owner from themselves.” In other words, provide them with the information they need to make wise choices. So, an architect or designer’s job is to fully understand the project, including operations and budget. Without that, they can’t properly design spaces and work flow.

Sizing

Part of understanding the project is sizing. To know what size facility and what profit centers are best for a location,

we need the demographics. You don’t want to build a 200-run luxury pet resort in an area that will only support 50 runs and where there are already 100 available.

The other key item an architect or designer needs to know is the profit centers, and therefore, the operations. However, that subject will take another article and more unusual advice!

Al Locker, Jr. is President of Turnkey, Inc., located in Houston, Texas. Turnkey, celebrating its 62nd year of operation, is a commercial design & design/build construction firm specializing in owner-occupied, special-use businesses, such as pet resorts and veterinary clinics. Turnkey’s design work starts with a full understanding of the project and the owner’s business plan needs, and all design work is done inhouse. We provide the expertise to advise, design, and build the highest quality project at the most affordable & feasible prices!

SUCCESS

By Kathy Hosler

Photos provided by Lisa Gillet

HappyW here is the

he dogs here are happy," says Lisa Gillett, owner of Camp Lisa. "We are almost like a second home to them."

In 1992, Lisa started a small business taking care of dogs in her home. "One of my first clients said to me, ‘Lisa, when I take my dog to you, it's like she's going to camp. She comes home tired, dirty, and happy.’ And that's how Camp Lisa was created.

“I spent years thinking about the kind of facility I would build if I could get a large enough piece of property—and it finally happened," Lisa shares.

Lisa found her ideal piece of land in Newcastle, California, which is a bit over 12 acres. Now she could

Camp Lisa Dog Boarding opened its doors in 2018. The gorgeous clear-span building allows Lisa and her staff an unobstructed view of the dogs at all times.

build the facility she wanted, and Lisa could live right there on the property. She planned to erect a building that would provide dogs with a home-like experience. She didn't want the biggest or fanciest facility, or one with lots of meaningless frills to impress people; Lisa wanted a cage-free setting that would meet the wants and needs of her canine guests, and provide for their safety and comfort. That was the driving force behind all her building decisions. The construction of Camp Lisa began and soon her ideas manifested into reality. Camp Lisa Dog Boarding opened its doors in 2018. The gorgeous clear-span building allows Lisa and her staff an unobstructed view of the dogs at all times. In a true home-like environment, most of the rooms are a spacious

Each room, which can house a group of five to six dogs, has its own 10’ X 20’ covered outdoor patio and an additional 20’ X 80’ play yard of natural grass which the dogs have 24/7 access to.

10' X 10', but that's only the beginning. Each room, which can house a group of five to six dogs, has its own 10' X 20' covered outdoor patio and an additional 20' X 80' play yard of natural grass which the dogs have 24/7 access to. Water misters were installed on the patios to provide a cooling and refreshing outdoor area where the dogs can relax in comfort while they enjoy the shade.

On the little dog side, there are four spacious rooms, each with covered outside patios and a smaller play yard area. Their play area is covered with game bird netting to protect the small dogs from the hawks and owls that frequent that part of the state.

“No one's going to be dinner on my watch," says Lisa with a hearty chuckle. But she is dead serious about the safety of every guest at Camp Lisa. Safety and security start at their property line. They have a 1,000-foot-long driveway with an entrance gate and clients have to call them to open the gate so they can enter.

“We can care for about 45 dogs daily,” Lisa says. “Most of our clients come from personal recommendations from existing clients and the local veterinarians and trainers.

“I am really careful about the dogs

– Lisa Gillett, owner of Camp Lisa

I accept,” she continues. “I only take 'nice' dogs. I require a meet and greet with every dog before it comes to be boarded. If I see any issues or red flags, I have no problem refusing the dog. And I take age, breed, temperament, and size into consideration when putting dogs together. I've found that by putting a small group of compatible dogs together in a family-style situation, their anxiety level drops and they really enjoy the companionship of each other.

“Camp Lisa may not be a good fit for everyone, but my policies keep things running smoothly,” Lisa says. “In thirty years, I have never had a true dog fight, and we have only had a handful of minor altercations. We have a good track record and great reviews. When people bring their dogs to us they know that they are going to be safe and secure.”

Camp Lisa is a family run business. In addition to Lisa, her nephew, Tyler Gillett, and her youngest son, Casey Kiriaze, operate everything.

“I didn't want to have staff members

“I only take ‘nice’ dogs. I require a meet and greet with every dog before it comes to be boarded. If I see any issues or red fl ags, I have no problem refusing the dog.”

who just 'love dogs;' I needed someone who has the knowledge to read the dogs and understand them,” Lisa continues. “Someone who can keep them in a safe and secure place without letting anything escalate or get out of control.”

This close-knit team gives personal attention to each dog in their care. Clients love that their dogs don't come home stressed out. And, in addition to providing stellar care for the dogs, making sure their health needs are met is of the utmost importance to Lisa.

“I have always said that moving air is healthy air,” says Lisa. “We have a huge fan on at all times. We use evaporative swamp coolers in the summer and have radiant heat installed in our floors to keep the dogs warm and comfy in the cooler weather. This works very well for the dogs and there is no extreme temperature change from hot to cold when they go from the outside to inside.

“We are what is known as a ‘dry kennel.’ We don't hose down the rooms every day. Since the pups have 24-hour access to their outdoor areas, they go potty outside—just like at home. Our facility

“We are what is known as a ‘dry kennel.’ We don't hose down the rooms every day. Since the pups have 24-hour access to their outdoor areas, they go potty outside—just like at home.”

– Lisa Gillett, owner of Camp Lisa

always smells fresh and clean,” Lisa shares.

Camp Lisa's transparency sets them apart from others. When someone walks in their door, they see everything, including where the groups of dogs are and how well they interact together. There is no incessant barking or con stant pacing. The dogs are just hanging out like they are at home, playing with each other or taking a nap.

“I'm also really proud of my website, www.camplisadogboarding.com,” Lisa says. “It's filled with lots of information and pictures, and I answer questions and post all of my requirements and charges. I want everyone who goes to the website to understand what they are coming in to.”

Lisa also has a Facebook page that her clients and even non-dog people like. She posts pictures of dogs, cartoons, and also fun and informational articles.

Camp Lisa is wildly popular. They were voted a three-time winner for Overnight Dog Boarding Facility in the Best of the Beast of the Bay Awards, put

on by Bay Woof Magazine.

So, what does the future hold for this award-winning canine retreat?

“I love what I do. This is what I have always wanted. I'm surrounded by happy

dogs and I'm content,” says a beaming Lisa. “It's good here, really good here. The dogs here are happy, their owners are happy, and I am happy. That's the bottom line. Who could ask for more?”

u p yourcat BOARDIN G

GAME WITH THEMED PACK AGES

By Deborah Hansen

Providing an upgraded themed package is not only enjoyable for your facility, but can attract new clients and add to the profit of each boarding stay.

Many families find it difficult to board their cats. They know their feline does not like to go into the carrier or ride in the car, and they worry about their cat being in an unknown environment. But sometimes life presents situations where boarding is a necessity for a family. Over the years, you will find there are a lot of exciting celebrations that give families who don’t usually leave their feline the need to board their beloved kitty.

Providing an upgraded themed pack age is not only enjoyable for your facility, but can attract new clients and add to the profit of each boarding stay. The key for all your packages is sharing pictures. Your clients need to see that their cat is not only experiencing their theme pack age, but also participating and enjoying the extra adventure. These pictures can be used for social media marketing to attract new clients as well.

One idea for a themed package is a wedding weekend. You may want to include a bachelor/bachelorette party the night before, then the wedding day traditions happen the day of the human family member’s wedding. Flowers, tulle and flameless candles can all be inter active decorations for the cat to enjoy on the family’s special day. The wedding weekend package can be your top-of-the line option as it will span multiple days.

A tropical island vacation is anoth er great idea for a themed boarding package. Party stores often have tiki bar and tropical island décor at the beginning of summer. You can have decorative blow-ups, serve meals out of cocktail glasses and have bright-col ored toys to for the cats to play with. If you wanted to make this a premium themed package, you could expand this package multiple days by adding a beach party, cocktail hour and lazy day in the sun. A fishing excursion would also be enjoyable for the feline with fishing poles and toy catnip fish.

Birthday celebrations are enjoyable

for everyone. Having several themed birthday party options that celebrate both the cat and human should be a big hit. You may want to have music at your party and send the family a dance video of their kitty rockin’ the night away.

A spooky Halloween party with a black light and maze could be an exciting adventure for your staff to plan and the felines you board to enjoy. And, cats love to play with plastic toy spiders! Add some spooky music and a few monster decorations and it will be a great time for all.

Holiday parties for Christmas, St. Patrick’s Day, Valentine’s Day, Easter, 4th of July, and every holiday in between can be as simple or as elaborate as your budget and clientele allow for. A great tip is to stock up on supplies after this year’s holiday when they are on clearance at party and pet stores, and then launch the themed party for next year. Or, better yet, do a simplified version of the themed

party this year and increase how elaborate your setup is for next year’s boarders.

Spa days are relaxing and enjoyable for everyone! You could try a mid-range spa-themed package with organic catnip, potted wheat grass, an extended massage and conclude it with special treats.

A poker or movie night can also hit your mid-range clients. During the movie night, the cat can spend time watching their favorite show with an organic catnip toy and special treats.

Poker night might include water out of cocktail glasses with cards and poker chips as décor. A few special “bar snacks” could add the final touches.

Some easy low-end packages might be breakfast in bed where the cat is served breakfast in a fancy dish after a nap in a pretty bed. Or, a day in the sun where the cat has a nice towel to nap on next to sunglasses would also be a simple package. These themed packages would just need

Poker night might include water out of cocktail

with cards and poker chips as

There are so many possibilities when it comes to themed boarding packages, and it would be very easy to spend more money than you will ever make back, so setting a firm budget before you dive into themed boarding is important to assure a profit.

a few props and a little extra time with spent the cats.

Food and drink can be fun to add to your themed packages. Keep in mind that felines have sensitive stomachs and turn their noses up at many unfamiliar foods. A great idea would be to serve their regular food and water in a themed dish or cup and give it a creative name.

There are so many possibilities when it comes to themed boarding packages, and it would be very easy to spend more money than you will ever make back, so setting a firm budget before you dive into themed boarding is important to assure a profit.

After you have a budget in place, there are several ways to expand into themed boarding. One way is to pick one theme to focus on and expand into several different levels. Another way is to focus on one theme per month for three to five months and see which are the most popular. It is key to start small and see how your clients and staff will respond.

Adding one theme at a time as you have a request would be a good way to expand your themed boarding options and could be very successful. You will want to be sure the themes you decide to use are broad enough that multiple families would be interested. The more use you can get out of the supplies for one theme, the better your return on investment will be.

Themed packages can be very exciting for your business and are a great way to attract new clients while providing new experiences for your regular feline boarders. When initiating any new program in your business, it is important to have a budget and plan in place to assure it is financially beneficial and something your staff can support. Once the decision has been made to add themed boarding packages, it is essential to add them to your website and advertise them on social media. Themed packages can make boarding entertaining and exciting for everyone while increasing your facility’s profit per feline.

W HEN A C LIENT AS K S IF Y O U C AN

WHAT HA DO YOU DO?

By Fernando Camacho

We’ve all been there…a client or potential customer wants a discount, or they say they can’t afford your pricing and ask you to give them a lower price. This probably seems like an easy one if you’re a veteran business owner with lots of clients and plenty of revenue; however, for the new or struggling business, it’s not so easy to know the right way to handle this. On the one hand, you need the business, but on the other hand, you don’t want to devalue your services. My advice is, no matter what the situation, never ever lower your prices for individual customers…ever.

First you need to understand who the customers are you’re trying to serve, then set your pricing and service offerings to reflect that part

of the market. Once you have that set, you stick to it and don’t try to take care of people who fall outside of your ideal customer avatar.

If you get talked into lowering your price for one client, what does that say to your other clients who are paying more? That’s not fair to all your good, full-price-paying customers. Also, people who want discounts tend to be horrible long-term customers. Those are the people that will complain the most and nickel-and-dime you every step of the way. Those are not the customers you want.

If you lower your price for this one customer—just this one time—you’re opening yourself up to people haggling with you forever. Instead, be intentional about your services, the value they profile and the price of those

services, then understand that you are worth it. You deserve to be paid for what you do, so don’t let any one customer make you feel like you don’t deserve to get paid for the services you provide.

I firmly believe that you are constantly training your customers how to treat your business. If you make exceptions and allow people to guilt you into undercutting your prices, you’ll be setting yourself up for lots more of that in the future. And we both know that you don’t want that.

Often we’re afraid to turn people away, not wanting to lose even one customer, but by turning away a customer who can’t really afford you is the best long-term business move you can make. Taking in customers who are not the right fit will only cause you lots of stress and issues in the future…just like taking in dogs that are not the right fit.

Create your service offerings, pick your price point and be consistent with it. If someone really needs a lower price, refer them to your lower-priced competitors. That’s the fairest thing you can do for everyone involved and the way to build a solid, long-term business.

Questions for this column come from the Facebook group “The Dog Daycare Business Think Tank” and are answered by Fernando Camacho (Fern). Fern runs Overdog Digital, a digital marketing agency specializing in working with dog daycare and boarding facilities. He does private business consulting, staff training and helps pet businesses utilize modern resources

conferences and private events. To join the group

www.facebook.com/groups/dogdaycarethinktank

go

“Five star training has provided our grooming department a solution to staffing challenges, which paved the way for our most successful year yet.” - Katie Metzler, Holiday House

Fern is also the author of six books and is a speaker at national

SICK{ or not sick?

Identifying Dangerous Canine Health Conditions

By Madison Warner

Catching a pet health emergency early gives the best chance for a good outcome, but it can be difficult to know when to be concerned. In a dynamic environment such as daycare or boarding, a high volume of dogs and staff can make it even more challenging to track a dog that may be experiencing a health issue that requires veterinary care. This article will discuss ways to manage the risk of serious health emergencies in a daycare/boarding setting.

Sick or Not Sick

Since our pets cannot simply tell us when they’re not feeling well, we have to pay close attention to their body language and any symptoms they display. Businesses should have a procedure for tracking this. Staff could make notes in your booking software, keep a note in their phone, or write it down in a dedicated notebook or on a whiteboard. The notes should include the pet’s name, owner’s name and contact info, what symptoms or body language occurred, and at what time.

If the dog is staying overnight, add dates so it can be tracked over the pet’s full stay. Staff members should also notify management and other staff so that the whole team can be aware of what is happening and help with observation.

Animals should be observed using the “Rule of Five.” If a dog displays any of the symptoms de scribed in this article, put them on direct observation for five minutes. If they improve during that time, check back in on them within the next hour to be sure the condition hasn’t returned. If they stay the same or worsen within five minutes, they should be removed from the playgroup and put on kennel rest. If after five minutes of kennel rest they are still worsening, you should call a vet. If an animal placed on kennel rest improves after a few hours, they can be permitted back into the playgroup area as normal.

Any dog that is showing the signs listed below or has a seizure, begins limping, is showing extreme ly unusual behavior, seems “off,” is whimpering or whining, or refuses to eat or drink should be evaluated and treated right away.

Stress Colitis & GI Emergencies

One of the most common ailments that is seen in daycare and boarding is stress colitis. While not unique to daycare, this potentially serious condition creates one of the largest gray areas of care for pet pros. So, when should you be concerned about stress colitis? The million dollar answer is, it depends!

Generally, a dog that has two to three bouts of diarrhea due to stress colitis should be OK as long as they are monitored for the next few hours. A small amount of bright red blood (a few drops

or streaks) within those two to three bouts may not be cause for panic; that blood can be due to the irritation of the rectum and anus. However, if ANY of the following occur, the dog should be taken to the nearest vet immediately: vomiting & diarrhea together, any evidence that a pet ingested a foreign body, excessive drooling, extreme agitation, stress or lethargy, refusal to drink water, more than a teaspoon of blood in the stool, a bloated or tender abdomen, restlessness, or retching without vomit.

These symptoms could indicate they are experiencing bloat (gastric torsion), poisoning, foreign-body ingestion or intestinal blockage, or a more severe form of stress colitis that needs treatment. If you are unsure about any symptoms, it never hurts to call a vet for their opinion.

Heat Stress/Stroke

Another challenging condition that is important to identify early on is heatstroke (hyperthermia). Clinically, this is when a dog's internal body temperature reaches and stays above 104 degrees Fahrenheit. Learning to take temperatures with a thermometer can be useful, but is not essential for all pet care staff. Dogs will give us body language signs that can tell us they are getting too warm. This can include, they stop playing or engaging because they are panting too hard, very bright red or purplish gums, restlessness, anxiously seeking shade or water, vomiting and/or diarrhea.

A dog that is showing these signs should be removed from the playgroup, cooled down in the air-conditioning and given cool water or broth to drink. Getting the dog wet will help with evaporative cooling. Staff can also place ice/cool packs wrapped in towels in the dog's armpits.

Any dog that has been displaying these symptoms and has started to vomit, has a seizure or collapse should be immediately cooled by any and every means possible and taken to the nearest vet. These are

considered late-stage signs of heatstroke.

If a dog seems to be returning to their normal behavior, their panting slows down and their general impression improves, staff can stop cooling the dog but still keep it on kennel rest for at least two hours to allow it to recover fully. If a dog starts to shiver, immediately stop cooling

be given the option to get out of the outdoor heat and into an air-conditioned area, and have plenty of fresh water to drink.

Proactive Procedures

It’s important to develop a good working relationship with your nearest veterinarian, and it never hurts to give

THE BEST NEW TRAINING TOOL ON THE MARKET FOR DAYCARE AND GROUP PLAY

Created by the owner of Purr’n Pooch Pet Resorts, Dick Palazzo, the Pet Shield is a gentle training tool that can be used in pet resorts to control daycare and group play. The soft design of the lightweight shield helps you safely PROTECT, SEPARATE, AND DIRECT PETS. The Pet Shield is used professionally in dog parks, shelters, veterinarian hospitals, grooming salons and pet resorts all over the country. It will decrease your medical injuries for staff and pets.

The Pet Shield is also a wonderful family friendly tool to have in the household. This training tool helps control pets while teaching corrective behaviors, such as no jumping.

Learn more at

Dick with Ace, Ruthie & Gaston

health-related questions as part of your business’s new-client paperwork. This should list any health conditions the pet has, medications, surgeries and any other related health info. Also have pet parents specify the care they would like for their pet in the event they cannot be reached by phone. This could be a dollar amount or option that gives the veterinarian authority to decide. This could also include DNR (Do Not Resuscitate) orders.

At check-in, staff should perform a quick exam and ask the pet parent about any recent vomiting or diarrhea, injuries, or other health concerns. This can help staff keep an eye on pets of concern and protect your business. This method has found lacerations, surgery staples, ticks, foxtails and evidence of foreign-body ingestion, all of which resulted in the business not accepting the dog and it getting the veterinary care it needed.

Keeping a trained eye out for clues of a pet health emergency allows pet businesses to catch a problem and intervene early. Also train your staff to recognize symptoms and behavior of the most common and serious pet health emergencies to reduce risk. This is training we all hope we will never need to use, but can be lifesaving!

Madison Warner is owner of Ready Pet Education and teaches pet first aid & CPR to pet professionals all over the United States. Madison has experience as a vet tech, EMT/firefighter, and FEMA search & rescue K9 handler. Ready Pet Education has been teaching veterinary-supervised, comprehensive pet first aid courses since 2018. Ready Pet Education offers classes for all types of pet pros. They offer online or in-person learning and bulk discounts for 15+ students, as well as emergency and disaster preparedness consulting for all types of pet businesses! www. readypeteducation.com

NEW LICKING MAT FROM FLUFF

TROUGH Featuring a soft but textured mat that can be used as a soothing distraction for pets to calm anxiety and help pass the time, this new accessory securely attaches to the standard Fluff Trough base. Simply spread a soft treat such as peanut butter or pumpkin onto the mat, and they'll spend plenty of time

enjoying it. Its ergonomic design keeps a pet's head and neck elevated to help support posture and overall health. The white base attachment is made from food-safe plastic, and the yellow licking mat is crafted from FDA-approved silicone. www.fl ufftrough.com

LARGE DOG RECOVERY SUIT LAUNCHED BY BIG DOG'S CLOSET

Big Dog's Closet is pleased to announce the official launch of its new large dog recovery suit, a high-quality accessory designed specifically for larger dogs. The new recovery suit is made of 95% cotton and 5% spandex, is machine washable, and has an advanced Step-in N Zip system which was created specifically for dogs that are unable to bend their legs due to medical conditions. The suit provides SPF protection and helps deal with daily shedding and allergies, and is designed for both males and females. For more information, visit www.bigdogscloset.com

Plans fail for lack of counsel, but with many advisers they succeed.

Proverbs 15:22

• NIV BIBLE