Pet Boarding and Daycare May June 2017 by Barkleigh Productions

VOL 7 • ED 3

MAY / JUNE 2017

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and daycare magazine Profile of Success

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STAFF and daycare magazine MAY / JUN E 2017

PUBLISHER Barkleigh Productions, Inc. EXECUTIVE EDITOR Rebecca Shipman

CONTENTS

ART DIRECTOR Laura Pennington GRAPHIC DESIGNER Jenn Barraclough WEB DESIGNER Luke Dumberth PRESIDENT Todd Shelly

PROFILE OF SUCCESS: PAW PRINT INN PET RESORT & SPA

18 T

Behavior

his industry is now very competitive. That makes it challenging and expensive to attract new customers to your business. When you have an interested pet parent call you, handling the phones exceptionally well and successfully converting those inquiries into reservations is very important. It’s also critical that you measure the results of each person taking new inquiries and tours. If you let people handle calls and they don’t do a good job converting phone calls or leads, you’re wasting marketing dollars and costing the business profit. Most business owners think they’re doing well on the phone and tours, but when they actually track those numbers, they convert far less than they initially hoped. So what’s a good target for your company? Clients utilizing our proven phone

6 10

CROSSMARKETING

PARASITE

PREVENTION PROGRAM

STRATEGIES

By Laura Laaman Cross–marketing is a proven, inexpensive, and cost–effective strategy you can implement and

Acceptable Animal Handling: Advocate for the Animals Misleading Assessments Part 1: Strategies for a Positive Outcome

Business

COST EFFECTIVE

has an exceptional high return on investment.

protocol convert new phone inquiries on an average of 65% or greater. This includes all calls—those who don’t have dates yet, live too far, aren’t a fit for the service or even those who are calling for someone else. They convert tours at an average of 75%. So beyond doing a good job on the phone and tours, how can you leverage your database to increase your success in this very competitive industry? Your database is one of your most valuable professional assets. Our clients have been trained to successfully acquire prospects’ (not just customers’) information and build a large and fresh database.

Regardless of the size of your database, you can leverage it for great returns. Most pet care facilities offer numerous, complementing services. It surprises and frustrates many pet care facility owners to learn that most of their customers only know about one service— the one they came to you for initially. Cross–marketing is a proven, inexpensive, and cost–effective strategy you can implement and has an exceptional high return on investment. Good News Let’s start with the good news. You have a valuable asset your competition

24 Six Reasons Why Marketing Automation Software Can Benefit Your Pet Business PET BOARDING & DAYCARE

44 Animal Health 40 Understanding Toxins & Their Dangers in Pet Care

DIRECTOR OF MARKETING James Severs MARKETING COORDINATOR Alex Robertson CONTACT General: (717) 691-3388 info@barkleigh.com Editorial: rebecca@barkleigh.com (717) 691-3388 (ext. 225) Advertising: james@barkleigh.com (717) 691-3388 (ext. 224)

Industry News 50 Is Your Competition “Pretty Much Anybody”? 54 New Products

Facility 34 The (Almost) Self-Cleaning Kennel

CHIEF OPERATIONS OFFICER Adam Lohr

PET BOARDING & DAYCARE

Copyright May 2017. Pet Boarding & Daycare is published bimonthly by Barkleigh Productions, Inc, 970 West Trindle Road, Mechanicsburg PA 17055. Postmaster: Send change of address to Pet Boarding & Daycare c/o Barkleigh Productions, Inc., 970 West Trindle Road, Mechanicsburg PA 17055. No part of this publication may be reproduced without written permission of the publisher. Editorial offices: 970 West Trindle Road, Mechanicsburg PA 17055. (717) 691–3388 FAX (717) 691–3381 Email: info@barkleigh.com

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ANIMAL BEHAVIOR

ACCEPTABLE ANIMAL HANDLING

AADVOCATE for animals THE

By Khris Berry

Like many pet professionals, most of us are shocked and sickened when reading headlines regarding animal abuse at the hands of Pet Professionals. We dedicate our lives and careers to being good animal stewards to our clients’ pets.

hen that relationship goes afoul, the entire industry pays the price. It is the responsibility of every single professional who chooses to work with a pet to self–police and commit to the protection of that pet when in their care. Animals have no voice; we are their only resource for safe and professional treatment. Anyone who has ever trimmed a Pug’s nails will contest that even the most patient professional can be tested at times. As a pet service provider, you must determine when an animal has been pushed to their limit of mental and physical safety. “Step away from the Shih Tzu.” If you have never heard these words, you may not have an Animal Advocacy program in place in your facility. Often, a person standing by can better monitor the pet’s respiration and physical condition than one who is actually performing the service. If your establishment provides PET BOARDING & DAYCARE

grooming services for hard–to–handle pets, elderly, or special needs pets you may consider introducing an Animal Advocacy program so that each animal has a representative to oversee their needs during a difficult service. In the Pet Boarding and Daycare field, you are often tasked with handling an animal who is fearful or reactive. Responsible Animal Advocacy programs would address how these animals are handled with compassion; a behavior–oriented solution to remove fear response. And someone should be appointed who would be qualified to handle reactive pets. Another factor that may contribute to rough or abusive handling by the pet professional is the mental, physical, or emotional state of the person who is providing the service. Pet service professionals need to provide for their own mental state and self–care. Overworked, overtired, and stressed Caretakers are a recipe for problem handling.

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When a pet professional feels overwhelmed, a break to regroup and assess the situation will allow you to make certain that you use your available resources before tragedy or mishap strikes.

Kennel and Daycare attendants, management, groomers and other staff should have open and authentic conversations about their feelings and ability to handle difficult pets. Networking with other pet service providers, finding avenues outside of the workplace to vent, and learning to leave your work at the “office” are all techniques which many pet professionals find helpful in finding an acceptable work/life balance. Like many careers which elicit an emotional response from the person providing the care, pet service providers must likewise ensure that they are keeping their own emotional tanks on full. At this point, you may be wondering about the highly aggressive Cockapoo who tried to eat your hands yesterday, or thinking of the little Terrier who wagged his tail before trying to personally remove your flesh with his teeth—yes, even those pets deserve a voice. That voice may tell

their owners to seek sedation grooming or the help of a training professional before trying your services again, but there is a fit for every dog with special needs. Becoming familiar with basic and advanced canine behaviors—beyond the traditional sit, down, and stay—may interest the Daycare attendant who finds that they enjoy the challenge of working with traditionally difficult pets. Learn to head off and address problem behaviors by seeking education on canine body cues and handling techniques designed to cater to the needs of the aggressive pet. By applying appropriate handling techniques, many problem behaviors can be modified and improved over time. There are many resources readily available which offer techniques that can be easily incorporated into a work setting. A common handling misstep taken by many pet professionals is not utilizing

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the range of tools they are provided. There are many devices designed for the safety of both pet and handler or groomer during the service process. The proper use and application of tools such as muzzles, slings, hammocks, and restraints can be a valuable asset in keeping everyone safe and calm during a stressful interaction. When a pet professional feels overwhelmed, a break to regroup and assess the situation will allow you to make certain that you use your available resources before tragedy or mishap strikes. Practice calm, quiet confidence. This tip is often overlooked due to its simplicity. Raised voices and frantic movements do not instill a sense of comfort on the animal—particularly if you are dealing with a stressed or frightened pet. Dictate the tone and pace of the interaction. This technique allows the pet professional to either move as quickly or slowly as he/ she deems necessary to be safe and calm, which is not an easy feat at times when the client is demanding their dog be finished quickly, or when you have dozens of dogs to move to the daycare yard. But having open and frank conversations with pet owners will allow them to understand that you, the pet professional, have their pet’s best interest and outcome in mind. Finally, demand a zero tolerance policy from your facility and co-workers. Frank discussions about acceptable and unacceptable limits are a necessary evil. The results will create an environment which allows all pets protection during their interactions with staff. Your clients and their pets deserve it and today’s culture and industry demands it. n

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PART ONE:

STRATEGIES FOR A POSITIVE OUTCOME

henever possible, scheduling a visit with a new client and their dog is a great way to set everyone up for success. When dog owners and employees are given accurate information about a dog’s behavior, negative incidents and extra stress can more easily be avoided. Part one of this two-part article will present assessment strategies that keep owners happy and employees safe. Part two of this article will outline training plans for accommodating unwanted behaviors that arise after a dog has been accepted into care.

Dog owners can be sensitive to their dog’s behavior so there are a few guidelines I recommend:

1) Decide, as an establishment, which unwanted dog behaviors you are going to accommodate. Make guidelines for how to assess dogs for certain behaviors and how to accommodate the dogs who have these behaviors. Decide ahead of time who will be doing the accommodating and what the extra charges will be. Create the guidelines as specifically as possible. For example, instead of saying, “we do not accept dogs with a bite history” say, “we are unable to make accommodations for dogs over 15lbs who have a history of biting people or dogs who have bitten severely enough to break skin and cause lacerations”. When it comes to guidelines, the more specific, the better. Being specific with employees about which dogs are allowed prevents owner frustration and

PET BOARDING & DAYCARE

By Kama Brown keeps everyone safe. If you want to accept dogs with behavioral challenges and training needs, create a system that allows only experienced staff members to handle these behaviors. Specific guidelines coupled with an employee training process, which includes having new employees shadow experienced employees, can greatly reduce the need for extra safety trainings. As much as possible, create an environment that reduces the unwanted dog behavior from being able to happen. For example, if a dog becomes aggressive at the front of a kennel when another dog is being walked by, create a visual barrier for the kenneled dog or walk other dogs out another way. If a dog does well with other dogs in the daycare yard but won’t come back inside, use a smaller play yard or keep the dog on a long line.

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Preventing the dog from being able to do an unwanted behavior is the key to implementing successful training. Even if an experienced employee is working with the dog each day, the training will not stick if the dog is practicing unwanted behaviors or becoming anxious and upset at other times. Running a facility this way promotes safety for everyone and builds an atmosphere that produces excellent dog handling skills. When employees are aware of how their small actions affect a dog’s behavior, they can more easily advance to working with difficult dogs. 2) Make sure the assessment looks specifically for the behaviors that need extra accommodations. I recommend a four part evaluation that includes time with the owner, time without the owner, time in the kennel with food or a toy/bone, and time around other dogs.

Give the owner an idea of what will be included in the evaluation and what you will be looking for. Here is an example: Welcome! Here at Happy Dog Kennel we want your dog’s first day to be stressfree and fun. Introducing your dog to group play, sharing toys and settling in for meals are done slowly to set your dog up for success. Putting dogs quickly into new situations can cause them to react in a way that isn’t usual for them. While they may not be participating in every activity we offer on their first day, they will get a chance to tour the facility with their nose, meet our incredible staff and test their IQ with enrichment toys filled with treats. If something seems too scary or exciting for your dog, we will tell you! With your dog as our guide, we will build canine confidence and find the right accommodations to ensure a safe and happy experience each time. Finding quality care for dogs can be

difficult and clients may find the idea of an evaluation stressful, so labeling evaluations as introductions can relieve that stress. It can be difficult to do an accurate assessment of how a dog will respond long–term when they are put into multiple situations in a single afternoon. Many times, initially aroused dogs will do just fine in daycare given proper adjustment time. Dogs may also be so nervous on the first day that they are “shut down” and show very little behavior but become snarky with dogs as time goes on. Keep the conversation open with dog owners and employees about how dog behavior can change. When in doubt, explain the full situation to the owner. If a dog seems tentative meeting employees during the first day evaluation, do not tell the owner that the dog was “good” or “happy”. Telling the owner that the dog handles something well, only to

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Social dogs are most at risk • Dog parks • Boarding facilities

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Telling the owner that the dog handles something well, only to later say that the dog is growling at people, will create the conclusion that it’s not the dog, but the people.

PET BOARDING & DAYCARE

later say that the dog is growling at people, will create the conclusion that it’s not the dog, but the people. If a dog is tentative on their first day, specifically say “Zoey was tentative when she met new people. Is that usual for her? She may need more time to adjust to a new place with so many sounds and smells. I’ll let you know how she seems next time.” This type of conversation keeps the owner in the discussion and gives them the chance to offer input. When the owner brings the dog in for the evaluation, simply spend ten or so minutes letting them describe their dog, while you observe the dog’s general demeanor. At each stage of the evaluation, take a mental note of whether the dog seems nervous, happy, or overly excited. I keep the dog and owner off to the side of the incoming busy area, but I don’t go into an entirely separated room. Some questions are important to ask in person, even if they were already asked on a written form. Ask specifically if the dog is on any medication, currently going through a training program, or has ever bitten a person or animal. After the owner leaves, take the dog around and allow them to sniff the areas they will be spending time in, before directly encountering other dogs. If daycare is currently in session, let them sniff other areas as much as possible before kenneling them. Sniffing gives dogs information about new places and is a natural stress reliever. Make sure the dog has a chance to meet multiple employees and make mental notes on how the dog responds to each new person. After sniffing and meeting staff members, evaluate how the dog responds to meeting just one other dog. If the dogs are playful, give them a few minutes to play and then give both dogs a break. After an hour or so, evaluate the dog in a group of dogs. While the dog is taking a break in-between the single dog meeting

Owners are generally very honest when asked direct questions about their dog’s behavior; the key is to be as specific as possible when asking them. and the playgroup, evaluate how they respond to being given a food filled toy or a bowl of food. Slide the food or toy towards the back of the kennel and come back in a few minutes. Call the dog to the front of the kennel and give them a treat when they do. Dogs should happily leave food and food-filled toys for a chance to leave the kennel or receive a treat from a person. If the dog refuses to come when called or interact with staff members while he has these items, make a note of that, as these could be signs of resource guarding or food aggression. Have one assessment report for the owner and another assessment for the staff. The owner should be given the simple and direct assessment results. Tell the owner how each introduction went and if the dog seemed nervous, happy, or overly excited. If the dog was aggressive in any situation, ask them how the dog usually responds.

For example: “When we gave Rex a toy, it was hard to get it back from him, even if we offered him treats. Does he usually give up his toys at home?” Owners are generally very honest when asked direct questions about their dog’s behavior; the key is to be as specific as possible when asking them. If it turns out that Rex doesn’t have toys at home, or is also possessive of his toys at home, let employees know not to give Rex toys when he visits and to be aware if he is chewing on one. If the owner is interested in changing the behavior, print out some simple training sheets (some good ones are available at www.ForstaDog. com) and let the owner know you have experienced employees who can create a training plan while he’s visiting. If the owner says that Rex doesn’t seem to possess his toys at home, evaluate him again at the next visit, but still let employees know to use caution.

3) Share the evaluation and training plan with the owner as a productive approach. Once you’ve decided which unwanted behaviors your business can accommodate and you’ve asked the owners about the behaviors you saw, create a training plan. Be as specific as possible. For example: “When we introduced Jack to one other dog, he seemed happy. He was able to come when called and loved getting a treat. When we introduced him to a group of five dogs, Jack seemed nervous and/or overly excited. He didn’t seem to hear us when we called and he didn’t want to eat our treats anymore. Since you’ve told us this behavior is normal for Jack, we want to use the opportunity to create a training plan. During each visit, Jack will spend time with another dog one-on-one. After a rest in his kennel, he will go into the group yard with a trainer. The trainer will use a long line, special toys and positive reinforcement to reward Jack for coming when called and ignoring the other dogs during training. As visits go on, the trainer will set up a two or three dog playgroup with Jack offleash and slowly work up to being able to come when called around all five dogs.” Whenever an accommodation is needed, offering a training plan is an opportunity to charge appropriately for the extra time employees will spend with the dog, while giving the owner a positive plan forward. Offering options regarding a dog’s care is a great way to build client trust, strengthen employee skills and create a happy place for dogs, while increasing sales and safety. n

CATCH 16

PET BOARDING & DAYCARE

Beneﬁts of PROFESSIONAL Representation

The worst mistake you can make is to negotiate a deal by yourself with only one buyer – how do you know it’s the best deal you can get?? By Teija Heikkila, Principal Broker of National Kennel Sales & Appraisals

he business selling market is quite heated right now. Individual buyers are looking to enter the booming pet care industry and the activity from ‘corporate’ (group) buyers is at an all time high. These market conditions spell excellent opportunities for facility owners to exit their business and get top dollar! In this ‘do-it-yourself ’ world, one thing you should never do is negotiate your own deal. It’s no surprise why FSBO kennels have a dismal closing rate as selling your business is about so much more than posting an internet ad and conducting tours.

pet care business has its own set of variables that need to be carefully considered. Our firm has access to nationwide sales data enabling us to accurately and concisely establish value on any business no matter how large or small or where it’s located.

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Establishing business value is far more complex than going on Zillow.com and obtaining the value of your home. Every

Buyers have advisors who are looking out for their best interest, shouldn’t you have the same when making one of the most important ﬁnancial decisions of your life?

We protect our sellers’ confidentiality from employees, clients and community members until the day of closing. Buyers are pre-screened and confidential information about a facility is provided to qualified, serious prospects only.

We have a proprietary database consisting of private and corporate buyers actively looking to acquire facilities. Due to our specialty, serious buyers contact us for available businesess. As a seller, it is in your best interest to be exposed to several buyers to drive up price.

Selling a pet care facility is time consuming requiring special skills throughout the several step process. By having professional representation you can focus on running your business while we sell it. 6. CLOSING A DEAL:

What about those ‘commissions’? Yes, we are paid a success fee when our clients receive their payoff for many years of hard work. And since we obtain higher prices for our sellers than what FSBO or other generic brokers are able to achieve, our clients still always come out on top. If you want to be one of our success stories, contact me directly for a confidential consultation. ●

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COST EFFECTIVE

CROSSMARKETING

STRATEGIES

By Laura Laaman

Cross–marketing is a proven, inexpensive, and cost–effective strategy you can implement and has an exceptional high return on investment. protocol convert new phone inquiries on an average of 65% or greater. This includes all calls—those who don’t have dates yet, live too far, aren’t a fit for the service or even those who are calling for someone else. They convert tours at an average of 75%. So beyond doing a good job on the phone and tours, how can you leverage your database to increase your success in this very competitive industry? Your database is one of your most valuable professional assets. Our clients have been trained to successfully acquire prospects’ (not just customers’) information and build a large and fresh database. PET BOARDING & DAYCARE

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does not: your customers and the relationship you've already built. They already trust you, and assuming their initial experience went well, you have a positive relationship. The more services a pet parent chooses from you, the closer the relationship or bond, the stronger the loyalty, and the larger the revenues for your company. Before we go on, it’s important to understand The Marketing Rule of Seven. This rule explains that a new prospect needs to see or hear a company’s messaging at least seven times before they take action and engage with the company. Your initial goal is for them to purchase one service, such as overnight lodging.

to get them to purchase another service such as daycare, grooming, training or transportation. When done properly, it will be easier to get them to opt in for additional services, but it takes a little work and proven strategies.

Bad News Here’s the bad news. Once a customer buys one service from your company, the marketing job starts all over again. Now the same marketing rule of seven applies

2. Tour Gifts with Coupons: I hope you agree that this is a very emotional and personal business. You’re asking someone to trust you with caring for their dog or cat. Giving a tour gift is

1. Message on Hold: Wouldn’t it be wonderful if customers were never put on hold? Now back to reality. Unfortunately, it’s often necessary to place a customer on a brief hold. Typical options for hold times are silence (lovely) or your favorite type of music (which likely isn’t theirs). Far better is to have a system that communicates your additional services in a positive way. Remember to update your messages regularly.

a great way to make a new prospect feel special and welcome. If you have coupons for other services, don’t forget to include them. 3. Outbound Calls After Daycare Evaluation: Calling a customer after they had their daycare evaluation is a wonderful way to let them know they’re more than just a number. Tell them how much you enjoyed having their dog in daycare and how he/she enjoyed playing with new friends. However, it’s not easy for employees to make these calls without scripting, training, and coaching. 4. Signage Promoting Other Services: Most people learn and retain information best visually. A few tips to promote all of your services: A) Ensure your business name either has all of your services or is a name that makes it obvious what you do. B) Make your services even more visual

Everything that leaves your grooming facility should have your name on it.

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SIGNAGE

PROMOTING

OTHER SERVICES

Make your services even more visual by ensuring your signage on the outside of the building and in your lobby promotes all of your services.

by ensuring your signage on the outside of the building and in your lobby promotes all of your services. C) Your brochures and vehicles also present the same opportunities.

marketing materials should match the quality of your brand. Place them in local businesses that match the quality of your clientele. If you have a high–end clientele, choose higher quality stores.

5. Referral Campaign: Referral campaigns are a wonderful way to ask existing clients to promote you to other pet parents. Having a small offer to thank them for referring others to your business is a nice way to help spread the word.

We hope you agree that cross–marketing is a powerful yet underutilized strategy that is especially important with increased competition. n

6. Social Media: Social media provides a great opportunity to promote all your services to existing clients. Post professional and positive messages regularly and promote individual services, including special offers. 7. Flyers: Flyers are an inexpensive and cost-effective way to get your brand in front of potential prospects. Your

If you would like help taking your business to the next level with guaranteed results, visit www.OutstandingPetCare.com. Laura Laaman is president of Outstanding Pet Care. Outstanding Pet Care guarantees to substantially increase the revenues of its clients with its proven services. If you're interested in growing your revenues, schedule an individual consultation with Laura Laaman or one of our team members. Call Outstanding Pet Care at 1-888-735-5667.

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BUSINESS

6 REASONS WHY

MARKETING AUTOMATION

SOFTWARE CAN BENEFIT YOUR PET BUSINESS By Andy Smit

As your pet care business grows in 2017, so do the needs of the customers you are providing service to everyday. With competition increasing in your local area, service will become the differentiator that sets your business apart.

PET BOARDING & DAYCARE

owever, it’s not just any service, its providing personalized experiences for both 2–legged and 4–legged guests. The question is, how? How can you be more engaged with your customers and provide them with an experience that will WOW them? Well, your current software is doing a great job simplifying your everyday tasks such as customer management, pet management and even employee management. However, what about the biggest and most important software you have yet to use or hear about? The one that helps you get customers and keep them coming back. I bet your wondering, “what software is that?” The answer is simple; Marketing Automation Software. From the moment your customer finds you online (Google, your website etc.), the process of providing a great experience begins. Your website and its usability, and even its design say more about your business than you may think. More importantly, if the customer does not convert, the likelihood of losing that customers to the competition increases drastically. So, what is marketing automation? In short, marketing automation helps when it comes to attracting, engaging and retaining customers. It helps automate traditional manual tasks for you so you can focus more time on your customers and your business. These Everyday Tasks Include: • Responding to Reservation Requests & Emails • Reservation Reminders • Vaccination Requests • Making Reservations • Collecting Reviews & Customer Feedback • Social Media Interaction & Engagement • Surveys • REFERRALS! So then why use marketing automation software to help streamline these manual processes?

Here are 5 compelling reasons why:

Become More Efficient

Marketing Automation Software helps owners save significant time by making them more efficient in their daily tasks. We all want to be marketing gurus, but the facts are, we can manage all of it! Utilizing marketing automation solutions can therefore help owners increase revenues and lower overhead costs by allowing them to focus on new ways to drive business.

Provide Better Customer Service

If you had a software to streamline communication with your customers or build a more personalized experience from the moment they get on your website or walk in your daycare, would you? There are many possibilities, but ultimately, automation technology gives people a better overall experience. It allows them to be more proactive in securing new or existing reservations. It helps cut time for your receptionist in answering phone calls or responding to emails, and instead allows them to contact customers and thank them for purchasing a service.

PET BOARDING & DAYCARE

Increase Customer Retention The customer’s experience does not

end at check–out. This is a mistake often made that can make a drastic difference in keeping a customer or losing one. Providing high levels of service before, during, and after each stay will increase your chances of keeping a customer long term. Customers today want to feel valued and appreciated for the money they invest in your business. Going the extra mile can lead to not only happy customers, but positive feedback (testimonials) and reviews!

Increase Positive Feedback and Reviews There are many ways you can solicit

reviews from customers. However, the most optimal time to do so is after the stay has concluded. The only problem is, relying on “asking” is a lot harder than most think. Today more than ever, pet parents are busy. They may not have the time to let you know how great the service was, in fact they often

People naturally do not like to be sold, however, when a service is recommended to them through email, text or online, they often make the decision themselves. forget by the time they walk out the door. Simple automated messages via text or email reminding the customer to write about their experience can increase your chances of receiving a review drastically.

Automation Software can do just that.

time with us, playing, having a blast.

Get MORE Customers Happy customers are often your

biggest asset! Why? These customers will not only share their experience with others but also become a sales engine for your business, socially. Marketing automation software helps put the power of referral based marketing in the hands of your customers. Turning your most valued customers into your brand advocates is not only effective, but also affordable! This is especially important since 97% of consumers are more likely to use a business' services if it was referred to them by a friend or family member!

Increase the Lifetime Value of a Customer The question often heard at

tradeshows and seminars is, "What can I do to increase my revenues?" The answer? Start with your existing customer database. The customers already using your services are much easier to sell due to existing relationships. But how do you do so? People naturally do not like to be sold, however, when a service is recommended to them through email, text or online, they often make the decision themselves. Marketing 26

PET BOARDING & DAYCARE

Email Example: Thank you for making a reservation with us, Maggie! Buster will have a great Let’s add a bath so that he comes home feeling and smelling good! Click below to add! All in all, marketing automation software can truly benefit your pet care business in various areas including customer acquisition, referrals, social engagement, customer retention and even soliciting reviews. So, what are you waiting for? n Andy is a self-proclaimed “serial petrepreneur”. His passion for the pet industry and technology has allowed him to launch several innovative, venture backed companies in the pet industry. Andy currently serves as Managing Partner at Pet Industry Solutions, LLC (DBA Pet Business Solutions), a marketing and consulting firm for pet industry startups and entrepreneurs. Prior to Pet Business Solutions, he co–founded SwiftPet, Inc., the first marketing and reputation management software for the pet services industry. In 2011, Andy also Co-Founded Furlocity, Inc., the fastest growing online marketplace for booking pet boarding, veterinary and pet travel accommodations. In his career, Andy has been recognized several times for his accomplishments as a pet industry innovator.

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PROFILE OF SUCCESS

PAW PRINT INN

IT’S

SIMPLY PAWFECT “Boarding can be stressful for pets and their

owners,” says Laurel Nicola, co-owner of the Paw Print Inn, in Novi, Michigan. “We designed our facility to be a warm and inviting place where

By Kathy Hosler Photos by Paw Print Inn

people feel good about leaving their pets.”

aw Print Inn is all that—and more. When you enter their lobby, it's like entering a luxury resort for people. Its bright, spacious, very welcoming, and spotlessly clean. At the check-in desk, you are greeted by friendly receptionists and a full wall mural of pets having the time of their life. When Kirk and Laurel Nicola were in the planning stages for their facility, they attended American Boarding

PET BOARDING & DAYCARE

Kennel Association (ABKA) seminars, networked with industry experts, and visited facilities throughout the United States. Kirk is an engineer and he designed their facility to give pets a real vacation experience. The Nicolas had specific ideas about what they wanted in their building, and they weren't going to scrimp or settle for less. They wanted it to have a resort atmosphere where the pets enjoy roomy

comfort and luxury servicesâ&#x20AC;&#x201D;not just a building where every inch is used to house as many dogs as possible. When he planned the interior layout of the building, one of Kirk's priorities was to make the employee's jobs easier. For example, the aisles in the building are very wide so that employees moving pets can pass by each other and not worry about altercations between dogs. "Our entire facility was designed

for pet comfort and safety," shares Laurel. "Our building is 14,400 sq. ft. We have 100 kennel suites, four play floors that are each 800 sq. ft., a grooming salon and spa, a cattery, a boutique, and 8 doubleâ&#x20AC;&#x201C;fenced outdoor potty areas." "The building is divided into four distinct areas which allow us to minimize sound transmission and stress in the dogs, and we lowered

PET BOARDING & DAYCARE

the ceilings and used sound reducing tiles," says Kirk. "We have a hospital grade HVAC system and UV light in the air supply to kill airborne viruses. We also have a 100 kilowatt back-up generator in case of emergencies," he continues. "If we ever lose power, we don't have to worry about the pets." The facility has a very efficient wet/ dry vac cleaning system. The whole idea behind that system is to minimize water

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exposure to surfaces, which means there is less condensation and possible bacterial growth. All of the surfaces in the kennels, walls, and flooring are non–porous and they were selected specifically to work with the cleaning system. The cattery is off the lobby, secluded away from the dogs. The Nicola's designed the 7' tall by 3' wide cat condos. They had the multi–level enclosures specifically built vertically because cats enjoy exploring the different levels. Each unit is vented separately to guard against viral transmissions. Throughout the day, each cat or family of cats is given private playtime in the playroom that is equipped with toys and climbing structures. They can house up to 130 dogs in their all-indoor kennel suites. They have fifty beautiful, powder–coated Club suites that are available in three sizes. And, their fifty large Signature suites have sound–proofed walls and full–length privacy doors. "I think that we are the only facility in the metro Detroit area that offers

They have fifty beautiful, powder–coated club

SUITES that are available in three sizes.

And, their fifty large

SIGNATURE

SUITES have sound–proofed walls and full–length privacy doors.

these suites," says Laurel. " They are very quiet, they all have TV's, and they are equipped with webcams so the owners can check on their pets 24/7." The canine guests are given four potty breaks a day. Each dog is taken to an individual potty pen outside. The pens are double fenced—the first fence is 6' chain link and the entire outer perimeter is 8' tall PVC fencing. The Paw Print Inn uses artificial grass for their potty yards. It looks good, is comfortable for the dogs, and is simple to maintain. Each pen also has its own sprinkler system that makes it easier to keep clean. And, underneath the artificial turf, all the cement has radiant heat in it. Because they are located in

Michigan, they experience months of winter weather. The heated floors of the potty yards help keep them free of snow. "Our rates are all–inclusive and the overnight boarding dogs also participate in daycare. Our daycare is very structured. We offer a two hour playtime in the morning and another two hour group play in the afternoon. And when the pets are not on the play floors, they have downtime and are resting in a kennel," Laurel says. "They are supervised at all times. We find it to be a more controlled and safer way to handle daycare. If a dog does not do well with others, they get private play time (supervised by staff) at no extra charge." The resort does offer optional a la

PET BOARDING & DAYCARE

carte services and treats for the guests that desire extra amenities. Private play sessions, Frozen 'Bichon Freeze' treats, Gourmet Pupcakes, and their Bedtime Story & Tuck–in service are some of most requested at the resort. Many of the more popular services and treats have been bundled into 'Suite Doggy Deals', and the owners can select these packages during check–in. All breed grooming and spa services are provided by the skilled resort stylists. They offer facials, doggie massages, and exit baths for boarding clients. They also get a lot of customers who just come in for grooming. Another service that has become quite popular allows a dog to attend a half–day of daycare, followed by

the dog's grooming and spa appointment. "We have a wonderful staff, and we all work as a real team," says Laurel with a wide smile. "We opened in August of 2007, and many of them have been with us since the beginning. Our staff members get paid vacations and medical insurance. We spend a lot on payroll, but we feel that it contributes to our success." Laurel designed their website, www. pawprintinn.com, because visiting the website is the first contact some people have with the resort, it was important to her to make it as informative and welcoming as possible. Visitors to the Paw Print Inn Facebook page can take a virtual tour of the facility, including its expansive lobby, beautiful suites, play areas, and more. "What sets us apart is our state–of– the–art facility, our high staff to pet ratio, and our procedures," says Laurel. Kirk adds, "It is our mission to make sure that every pet that stays at the Paw Print Inn has a Pawfect vacation!"n

ALL BREED GROOMING

and spa services are provided by the skilled resort stylists. They offer facials, doggie massages, and exit baths for boarding clients

PET BOARDING & DAYCARE

FACILITY

THE (ALMOST)

KENNEL By Craig McAllester

PET BOARDING & DAYCARE

leanup is always a pain. Whether it’s washing the car, giving a dog a bath, washing the dishes after a meal, cleaning is a pain. I’m constantly being asked questions like… …how can I make my kennel more self-cleaning? …isn’t there a way to reduce the amount of daily cleaning? …how can we reduce the amount of work we have to do with everyday cleaning? Once in a while, a client may even go beyond just simply asking the question. They might go so far as to even engineer a solution to their cleaning needs. For example… • Quite a number of years ago, a soon–to–be client asked me if they couldn’t just use the fire sprinkler system to automatically wash the kennel each morning. • A police K9 department commander, who was building a new police K9 kennel, mentioned he was planning to use only gravel for the floor of his kennel. He said that would lessen the cost of the building by not needing a concrete floor or any drains. That would help with cleaning too, as the floor would not need to be cleaned. • Just this week I got a request from a client to provide an open trench drain at the back of the kennels. They would install high pressure nozzles for a flushing system. That was to move all the solid waste to the septic system, so they would not need to pick it up. I could go on, but I think you get my drift. Everyone is trying to simplify their cleaning process. For a kennel, the honest truth is, there is NO Self–Cleaning kennel solution. Owning and operating a kennel is a lot of work. Work that must be done every day. There is no Roomba, or Kennelba, or

BRING THE BEST OUT OF YOUR

PEOPLE “EVERYTHING is much more efficient! Employees have clear direction to follow, know what is expected of them at any given time, and are anxious to meet, if not exceed, established goals. We no longer have an environment where there is friction between staff and management. Everyone is moving forward in a collective manner. Even our customers have noticed the positive changes! We actually have employees thank us routinely for allowing them to work at our facility!” Al Bowman: Owner Cinder Hills Kennels

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robot to do the cleaning for you; and no giant dishwasher either, at least not yet. That said, there are some things you might consider that will make your life and your daily cleaning tasks a little easier. Let’s have a look at some of these… The Kennel First, keep cleaning in mind as you

WATER SHOULD FALL FREELY TO A DRAIN A trawled epoxy floor finish wrapped up onto a kennel partition will make the transition between a kennel partition and the floor essentially seamless.

shop for your new kennel equipment and materials. Look at the surfaces that you will be cleaning and make sure that they are smooth, and without any holes or grooves that could trap soil, and so, would require special attention when cleaning. Where there is a change in materials, make sure that no water could be trapped or pond, and build-up where

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PET BOARDING & DAYCARE

you would need to go back and dry it. The water should fall freely to a drain or onto the floor where it is vacuumed up. This saves a step. Where materials do change, it is better if they are bonded together, rather than simply attached to each other. That may help in preventing wash water from getting inside where it should not. I often wrap a trawled epoxy floor finish up onto a kennel partition to make the transition between a kennel partition and the floor essentially seamless. (See Fig. 1) Any track in the kennel system should be sealed so as to not let any water in, or should be provided with drain holes, allowing any water out of the track and where it would be directed into a drain. The fewer frames, the better. Having a smooth, uninterrupted wall surface is easier to clean than having a framed panel. The materials should be resistant to water and resistant to the disinfectant used in cleaning. Aluminum or stainless steel will offer a nicer appearance for a longer time. Tempered glass is becoming popular as a kennel stall front. Some owners even choose sliding glass and aluminum patio doors, as they are available locally, resistant to water and are cheap to buy. Glass must be clean to look nice, so you will likely be cleaning nose prints off the inside of your kennel

for the rest of your life! Steel will likely rust once the finish has been scratched off. Even a galvanized finish will be scratched off in short order exposing the steel for rust to form.

FIG. 2 PHOTO BY THE MASON COMPANY

CATTERY

CLEANING The litter compartment of the condo should be easily accessible, and the door should open fully allowing full and easy access for a thorough cleaning.

The Cattery Ensure that cattery condos are made of a material that will support the weight of a cat and will be unaffected by water. A melamine finish over particle board will likely fail under the weight of some larger cats, if the thickness is less than ¾”. A better bet might be a glass fiber type enclosure. They are thinner, lighter, stronger and far more water resistant than particle board. The cat condos should not be so tall that your staff cannot easily reach all areas of the inside for cleaning. The litter compartment of the condo should be easily accessible, and the door should open fully allowing full and easy access for a thorough cleaning. (See Fig. 2) Hinges and hardware should be easy to clean. Condos on wheels make it easy to roll them out for cleaning the floor. Study and learn about the equipment that you are planning to buy for your kennel or cattery. You will be spending

Here are some other things that are, perhaps, unrelated to cleaning but are still worth a mention: • Having sufficient lighting allows handlers to get their work done right the first time. • A glass–fiber faced wallboard rather than conventional paper faced drywall will be less likely to breakdown after years of getting wet. This would help to reduce mold as well. • Keep your equipment close at hand. Whether you are cleaning with a hose, a scrub brush and a drainage system, or if you use a spray wand and a vacuum system, have sufficient connections to make lugging that heavy hose an easier task. The shorter the hose, the easier it will be to move about. • If using a roll around type vacuum cleaning system, having enough units to allow multiple cleaning operations to take place simultaneously would be a help. Cleaning can be a chore. But designing the building to make the process a little easier will go a long way to make cleaning your kennel a little less of a chore. n

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a lot of money on this equipment, so it should last for many, many years. If your budget is a little short, I recommend buying less items and getting the best quality you can afford. As money becomes available, buy more.

PET BOARDING & DAYCARE

Craig L. McAllester, President, Craig L. McAllester, Inc, is a kennel designer, and the author of the book, Boarding Kennels: The Design Process. He has been designing veterinary hospitals, boarding kennels, animal shelters, police, military, and U.S. HomeLand Security / Boarder Patrol working dog kennels, here in the United States of America, and in other countries around the world, since 2003. Craig may be contacted at 877234-2301, Craig@KennelDesignUSA.com or through www.KennelDesignUSA.com

ANIMAL HEALTH

UNDERSTANDING

their dangers IN PET CARE

By Outstanding Pet Care Learning Center

uality pet care facilities set themselves apart from other untrained individuals as the superior pet care choice because our facilities are designed, and our staff is trained, to provide an exceptionally safe environment. To maintain the healthiest environment for canine and feline guests, disinfectants and chemicals are used. There are potentially hundreds of toxins in our environment, including household chemicals, medications, plants, and pesticides. Unfortunately, the majority of poisoning cases are caused by human error such as carelessness and ignorance of proper procedures. Quality pet care facilities are proactive by preventing these accidents from occurring. Poisoning occurs when a pet swallows, inhales, or absorbs a substance that causes structural damage

or functional disturbance of the tissues of the body. Proactive measures are always the best way to prevent a pet from coming in contact with a toxin. Taking the time to examine your facility and look for specific hazards can help prevent unfortunate and preventable emergencies. Are mop buckets left in areas where pets can get to contaminated water? Are there plants in areas that might cause a pet to get sick if ingested? Are chemicals being stored in areas where, if a leak occurred, a pet could come in contact? There can be many indications and symptoms caused by a poison. It is important to train staff to identify symptoms and to provide specific guidelines so they know how to respond and call for veterinarian care if needed.

PET BOARDING & DAYCARE

Symptoms Can Include Any or All of the Following: • Excitability • Lack of coordination/weakness • Convulsions/trembling • Heavy salivation/vomiting • Ulcers on face or paws • Diarrhea • Depression/lethargy • Pain • Shock • Hemorrhage (bleeding) Many products in the pet care facility environment are poisonous, from flea products to disinfectants, and even living plants. Part of the responsibility in the pet care facility is to use products correctly and recognize a potential hazard. Take Action Gather Information: If you suspect a dog or cat is poisoned, get as much

information as possible; the bottle and label or MSDS (Material Safety Data Sheet) of the suspect product, detailed observations about the pet, and any other pertinent information (for example, pet information). Contact Information: Keep your veterinarian’s telephone number, national animal poison control numbers, and the local human poison control center’s number handy so they can be dialed quickly in an emergency. Human poison control centers rarely have specific information on pet poisonings, but they have databases of chemicals and active ingredients.

pet poison control 888–426–4435

www.aspca.org/pet-care/ poison-control

800–213–6680

www.petpoisonhelpline.com

Brand Names - Brand Quality

Two Excellent Pet Poison Control Resources: • ASPCA Animal Poison Control Center 888-426-4435 www.aspca.org/pet-care/ poison-control/ • Pet Poison Helpline 800-213-6680 www.petpoisonhelpline.com/ The condition of the pet should be assessed by a staff member trained in first aid. Note the pet’s attitude, heart rate, respiratory rate, temperature, mucous membrane color, and pulse quality so you can properly report the pet’s condition to the veterinarian. Rectal Temperature: • Lubricate thermometer and insert into anus. • Normal temperature is 100–102.5 for dogs and cats. Heart Rate: • Feel the heartbeat on the side of the chest below the elbow and count beats per minute. • Normal rate is 60–100 for big dogs, 80–120 for medium/small dogs, 120–150 for cats. Respiratory Rate: • Watch the chest move and count breaths per minute. • Normal rate is 20–30 for cats and dogs.

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• Panting is normal for dogs when they are exercising or excited, but is never normal for cats. Mucous Membrane Color: • Look at a non–pigmented part of the gums. • Normal color is pink.

Contact your veterinarian immediately if any irregular behavior or symptoms are present. Depending on the situation, your veterinarian may instruct you to decontaminate: Decontamination refers to removing the toxin from the body to minimize toxicity. The method will depend on how the pet was exposed to the toxin. In some occasions, your veterinarian may instruct you to induce

vomiting and your veterinarian will instruct you how to do so. Ocular exposure (eye contact from poison): A veterinarian may instruct you to rinse the eye(s) with tap water, distilled water, or saline for 20-30 minutes. Be prepared by having the proper supplies available so you can respond quickly if an emergency occurs. Topical exposure (skin contact from poison): Wash the pet with warm water and mild detergent (Dawn dish soap). Staff should wear protective clothing and gloves to avoid exposing themselves. Other Steps • Remove any poisons near where pets play or stay. • Save any vomit or samples of the substance for identification. • Transport the pet to a veterinarian for evaluation as soon as possible. •Perform CPR if you have been trained and if the pet has no pulse or is

not breathing. If the pet has seizures, keep the pet safe and comfortable and transport to a vet. n For further information on dealing with toxins in a pet care facility, safe medication handling, how to detect signs of illness, and much more, sign up for a FREE class at OPCLearningCenter.com.

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PARASITE PREVENTION PROGRAM By Dr. Lisa Aumiller

“

Dr. Aumiller, I recently read your article in Pet Boarding & Daycare magazine, “How to Keep Clients From Bugging Out”, and a couple

of our staff have been fortunate enough to hear you speak at

conferences. I appreciated the information you provided in the article and was pleased to see we already use some of the practices you

a Parasite Prevention Program once the guests are here. Thank you so

much for your time and I appreciate any information you can provide.

– Julie

Dear Julie,

Thanks for the great follow–up question. It is absolutely worth having a parasite prevention program in place. Most veterinary hospitals have one and our guests aren't typically staying! A good parasite prevention program should have a few components: A parasite check at check–in and check–out, an action plan if parasites are found, a set standard for owners to follow to help keep your kennel parasite free, and a good backup plan if that standard is not met. Team members that check pets in to your kennel and release them to go home after their stay should absolutely be trained

“

recommended. I was wondering if you had any recommendations for

PET BOARDING & DAYCARE

to do a mini exam on the pets. This exam is important for the client’s perception as well as for your safety. I hate to liken it to when you rent a car but it does serve as a good analogy. When you rent a car, you and the customer service representative inspect the car for any signs of damage. This process is repeated when you return the car. Pets coming in for boarding should go through a similar process. This will help alert the staff to any existing issues that may be present such as an ear infection, hair loss, a broken tooth, and of course fleas or other parasites. Additionally, at check–in there should be a check list the team member goes over with the owner. A

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LET OWNERS KNOW YOU CANNOT GUARANTEE THEIR PET WILL NOT GET PARASITES WHILE STAYING with you but you do have a veterinary approved plan in place to greatly minimize their pet’s chances of bringing home any stowaways.

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key question on this checklist would be "When did you apply a flea/tick preventative last?" and “What product do you use to protect your pet from fleas and ticks?". Likewise, just as you make sure pets are up to date on their titers or vaccines, you should make sure they have had fecal testing in the past 6 months. Generally, new clients to kennel facilities are made aware of your expectations from the point of their interview. This is a good time to introduce your parasite protection plan. Let owners know you cannot guarantee their pet will not get parasites while staying with you but you do have a veterinary approved plan in place to greatly minimize their pet’s chances of bringing home any stowaways. Your veterinarian on record should review the plan you decide upon and offer any feedback. My recommendation is to require that a topical flea and tick prevention be applied within the last month. Make sure you have them note the date of the last treatment and the type of medication used in case you have to repeat a treatment. Some clients prefer the more natural treatments which often require daily administration. I would be fine with this and have the staff apply their product daily for an extra fee. Fecal tests are usually recommended annually for low risk dogs and biannually for dogs with higher risk. I consider dogs that live in apartment complexes, visit dog parks, and that participate in daycare or kenneling to be at higher risk for intestinal parasites. Make it one of your requirements that pets participating in your program get tested biannually. Also, let owners know what type of cleaner you are using. Many of the kennel cleaners kill not only bacteria and viruses but also certain intestinal parasites. Finally, if a problem occurs have your vet on record help determine a good plan of action to remedy the situation. In our clinic, if a pet

comes in with parasites we treat the patient with an all natural cedar oil spray and we administer an oral that contains Nitenpyram. Since the spray is all natural it can be used with other topicals that may have been applied. Previously, I worked at a clinic that would reapply a monthly preventative if it had been at least 2 weeks since the last one was applied. If they have not had a fecal test recently, see if the vet that works with your kennel would allow you to turn in fecal tests at the client’s expense. If the pet comes back positive, their vet on record would need to be contacted for a prescription to treat the issue. Both clients and local vets will be impressed by your astuteness in protecting the pets in your care. The most important thing is that there are many systems you could put into place that are all slightly different. The key is that you have a well thought out standard of care, you share it with your clients, and you have a plan of action if there is a breach in your care plan. Great question and thanks for doing your best to keep the pets safe! n

ASK

THE VET

Do you have questions that you want the vet to answer? Send your questions to

AskTheVet@

HousePawsMobileVet.com Dr. Lisa Aumiller is a veterinarian that has been serving pets in NJ and PA for over 15 years. She is the founder and CEO of HousePaws Mobile Veterinary Service, the largest mobile veterinary service in North America.

PET BOARDING & DAYCARE

Sample Health Report Card ____________________________________â&#x20AC;&#x2122;s Report Card Last Name ______________________________________ Examined By_______________________ Date: ________

VACCINATION PROGRAM ___ ALL OK ___ DUE q Distemper/Parvo

q Lyme

q Bordetella

COAT & SKIN q No problems found q Dull/dry q Matted q Abnormal Lump

q Rabies

q Rattlesnake

q Flu

q Distemper

q Leukemia

ABDOMEN q Excessive shedding/hair loss q Itchy q Parasites q Other: ________________

q No problems found q Abnormal lump q Tense/painful q Distended q Other: ______________________________

LUNGS EYES q No problems found q Cloudy lens: L ___ R ___ q Discharge q Other: ________________ q Inflamed q Eyelid Problem:_________________________________

EARS q No problems found q Inflamed q Itchy

q Abnormal lump: L ___ R ___ q Excessive wax/hair q Other: ________________

q No problems found q Breathing too rapidly q Coughing

q Breathing difficulty q Congestion q Other: ________________

DIGESTIVE SYSTEM q No problems found q Excessive gas q Vomiting q Eating disorder

q Abnormal feces (BM) q Diarrhea q Other: ________________

URINARY/REPRODUCTIVE SYSTEM NOSE & THROAT q No problems found

q Nasal discharge

MOUTH, TEETH, GUMS q No problems found q Broken teeth q Inflamed lips q Loose teeth q Ulcers q Bleeding gums q Abnormal lumps q Tartar buildup q Other: _____________________________

q No problems found q Abnormal urinations q Breast lump(s) q Genital discharge q Anal gland problem q Abnormal testicles q Other: ________________

WEIGHT: _____ lbs q Normal range q Too heavy

q Too thin q Recommended weight: _______

INTESTINAL PARASITES/WORMS LEGS & PAWS q No problems found q Lameness/pain

q None seen q Seen during exam q Joint/nail problem q Other: ________________

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COMMENTS:

q Suspected

INDUSTRY NEWS

Is Your

ANYBODY By Carmen Rustenbeck

How the ‘Airbnb for Pets’ Became a $70 Million Business. DogVacay is doing away

with the need for kennels by matching pet owners with

tens of thousands of sitters across North America.

That was the eye-popping headline and subhead for

a recent article on Inc.com.

n the article, the founder of DogVacay discussed his negative experience with a pet care facility, the subsequent start of his own boarding facility, and then the launch of - what the article entitles - his “Airbnb for pets”. The article weighed in on all of the benefits. Cheaper! Easier! Tens of thousands of sitters! It laid out how DogVacay doesn’t really view similar services like Rover.com as the competition but rather, eyes “the local kennel” as a competitor. Just that “doing away with the need for kennels” article subhead had evoked an immediate

PET BOARDING & DAYCARE

negative emotional response for this reader. And then came this quote from the founder: “We started realizing that if we—who have no real experience—can do this, then pretty much anybody can.” Really? Pretty much anybody? Plenty of professional pet care providers know that not “pretty much anybody” can safely and appropriately care for pets. By this point, negative emotional response had progressed to something more akin to anger. But, as Benjamin Franklin so wisely noted, “Anger is never without a reason, but seldom a good one.”

Your knowledge and expertise should be the

PET BOARDING & DAYCARE

US A n

came to your door? Would you pass the inspection? Professional pet care services providers should focus on standards of care, quality of personalized care, expertise and training in exotics, special needs, pet behavior, and holistic care. Your knowledge and expertise should be the backbone of conversations with potential customers and the meat to marketing efforts. Crow about the educational programs and certifications that you have participated in and/or achieved. Proudly discuss how your facility is prepared for emergencies and the safety training provided to your staff. Professional pet care services providers should understand that providing the best care for pets starts with you, your staff, your business. What professional pet care services provider virtues do you possess? Are you taking time to care for—and educate—yourself? Do your employees understand their part in providing the best care for the animals? Do they feel a valuable part of making your business a success? And, finally, are you ensuring that your business stands apart as the best in pet care? A business instructor friend always starts his classes with “you must become a student of your business”. Part of being a student of your business is finding ways to separate your care from “pretty much anybody”. As this article was being finished up, another new DogVacay article slid into the inbox. This one, from PC Magazine, was entitled Ditch the Kennel: DogVacay Connects Your Pup With a Sitter. The very first paragraph rounded out with this nugget: “You could try professional

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Indeed, what was the good reason to be angry when, in fact, this article helped identify the virtues that professional pet care services providers should possess to set them apart from “pretty much anybody.” Suitably settled down—thank you, Mr. Franklin—these virtuous thoughts came to mind… Professional pet care services providers should understand the need to improve their pet care services through education. DogVacay has said that they provide on–line education for their pet sitters, but what level of education is the standard for “pretty much anybody” who could do it? What is the source of that education? What standards have been used to develop that education? Professional pet care services providers should understand and be very familiar with safety, governmental regulations, and emergency planning. In the throes of historic flooding, the owner of a small pet care facility in Texas found herself and staff in a life–or–death situation for themselves and the pets in their care. Even as waters rose around them—to ankles, to knees, to waist— they stayed through the night, remaining calm and ultimately ensuring that all pets in their care were kept dry and safe. In a devastating and deadly flood, not a single being—human or animal—was lost at that pet care facility. What safety training have you provided for your staff? Are you prepared for an emergency? Could you trust your employees to stay through any emergency and provide professional care? And what if a governmental body such as OSHA

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kennels, but what pooch wants to go there?” Staying calm now, Mr. Franklin. So, why would pet owners and their

pooch want to use your professional pet care services? Make sure you have the virtues, and then make sure you let the world know about them. Some

professional pet care services are part of the DogVacay network because of its marketing benefits. Successful businesses adapt and take advantage of marketing opportunities. But whether you’re part of it or not, make sure you’re setting yourself apart from “pretty much anybody” with your education, your preparation, and your certification. n Carmen Rustenbeck, Executive Director & Founder of the International Boarding & Pet Services Association (IBPSA), has been involved in non-profit work for over 20 years and active in the pet care industry since 2004. Carmen is committed to building a member-centered organization that promotes education, best practices, and strategies for helping our industry reach its full potential for the safety of pet clients and staff, and for the financial future of our members. For more information, visit www.ibpsa.com.

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Proverbial Wisdom Charm can be deceptive and beauty doesn’t last, but a woman who fears and reverences God shall be greatly praised. Proverbs 31:30 Living Bible