I have a unique and very satisfying job. I help dog lovers start and grow dog-related businesses. I’m asked often by clients and workshop attendees as I lecture across the country for the secrets to success in this industry. Here’s what I tell them.
1. Get and keep yourself educated
Whether you are already or wish to become a dog trainer, walker, sitter, or daycare or boarding facility owner, you owe it to yourself, your clients, and the dogs in your care to know everything you can about dog behavior. We have an unfortunate habit of assuming we understand dogs because we’ve lived with them all our lives. The truth is we suffer from a host of often damaging misconceptions and mistaken conventional wisdom about why dogs do what they do. Ridding yourself of these myths will make you a more effective dog pro.
Start by attending a scientifically-sound program based on positive reinforcement, then keep up your education through seminars, reading, and professional conferences. The Bay Area is a mecca of dog education—I highly recommend availing yourself of all the opportunities.
2. Learn how to market yourself
Poor or non-existent marketing is the number one reason for failure in our industry. Too many dog pros rely on a “build it and they will come” approach, or a few brochures or fliers spread around town. This rarely gets the job done, especially in a busy market like the Bay Area. I also see dog pros waste precious money on passive advertising that rarely works — Google ads, yellow pages ads, direct mailers, etc. Marketing doesn’t have to be expensive or stressful, but it needs to be done and done smart.
My focus when working with clients is to develop inexpensive community-based marketing plans that play to personal strengths — good writers can write an ongoing column or newsletter, for example. I also recommend finding a way to stand out. Look around at other service providers in your area. What can you do differently, better? There are lots of dog walkers — is anyone focusing on small dogs? If there are lots of dog daycare centers in your area, think about what could make yours special. Small playgroups and a well-crafted daily itinerary? Special monthly event days? Weekly video report cards?
3. Work ON the business, not just in it
I can’t stress this enough. To be a successful dog trainer, you have to do more than see clients and train dogs. You have to be your own secretary promptly returning phone calls and emails, your own admin assistant handling paperwork, your own accountant managing your books, your own marketing manager executing your marketing plan, and so on. Though you can (and should) get help with many of these tasks, the reality remains: You have to actually run the business. It’s easy to get caught up in the day-to-day demands of client needs, but if you don’t work on the business itself it won’t grow and thrive.
4. Keep to a master schedule
Working on and in your dog business demands efficient use of time. I teach my clients how to create a smart work schedule that allows them to effectively run their businesses while also enjoying plenty of down time and flexibility. After all, there are supposed to be perks to working for yourself. Whether you’re the type to flounder under a lack of structure, getting little done without the external pressures of a job and boss, or the type to work yourself to the bone when there’s no one to tell you to knock off for the day, a master schedule can help you create a sustainable balance.
This approach to scheduling involves setting aside specific days and times for each business activity, as well as protected personal downtime. When there’s a specific task to be done, it’s assigned to its logical spot in the weekly schedule, rather than relegated to a post-it note, intimidating to-do list, or a hopeful “I’d like to get to this someday when I have time.” A master schedule operates on the concept of “do dates,” listing when something will actually be accomplished, instead of “due dates” that simply cause stress. When everything has its place, things get done — and that means you get to enjoy both success and peace of mind.
Though running your own dog business can be challenging, few who do it will tell you they’d rather do something else. Working with dogs and the people who love them is a great way to make a living, especially when combined with the freedom that owning a well-run small business brings. So be bold. If you already own a dog business, take it to a new level. If it’s been a long-standing dream, give yourself permission to pursue it.
Resources for Dog Professionals
BUSINESS RESOURCES
How to Run a Dog Business: Putting Your Career Where Your Heart Is, by Veronica Boutelle. Available through Dogwise: www.dogwise.com
dogTEC provides business support services, classes, and products for dog professionals www.dogtec.org
SCHOOLS AND CONTINUING EDUCATION
For Dog Trainers
Animal Behavior College www.animalbehaviorcollege.com
Animal Ed www.becomeaprofessionaldogtrainer.com
Coaching People to Train Their Dogs Program www.legacycanine.com
Marin Humane Society Canine Behavior Academy www.marinhumanesociety.org/Behavior/CBA.html
For Other Living Things Seminars www.forotherlivingthings.com
For Dog Walkers
dogTEC Dog Walking Academy www.dogTEC.org
For Dog Daycare Professionals
Dancin’ Woofs Daycare Seminar www.dancinwoofs.com
For Pet Sitters & Boarding Facilities
Boarding facility owners will benefit from the seminars and resources in the walking and daycare section, too. I also recommend basic dog training education.
Professional Conferences
National Association of Professional Pet Sitters Annual Conference www.petsitters.org
Pet Care Services Association Conference www.petcareservices.org
Pet Sitters International Quest Conference www.petsit.com
See more schools at www.dogtec.org/cc_choose.html
Veronica Boutelle is the founder of dogTEC and author of How to Run a Dog Business: Putting Your Career Where Your Heart Is. She works one-on-one with dog pros to help them start and grow their businesses, and is a sought-after lecturer nationwide. You can reach her at veronica@dogtec.org.
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