PETS AND FRANCHISING FEATURE SUPPLEMENT September 2020

FranchisingFeature pet friendly franchises

Paw-some Pet Friendly Franchises many opportunities for animal lovers

with pet friendly franchises a wellness based pet care franchise focuses on what makes them different to grow

s e pte m b e r 202 0

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what’s new!

Pet Supplies Plus Reports Strong Mid-Year Development Numbers

marketing, eCommerce, supply chain, promotions, pricing, managing social media and more,” said CEO Chris Rowland.

Part of Pet Supplies Plus’ development success can be attributed to its robust online ordering platform, which has been on full display since COVID-19 hit.

While Pet Supplies Plus locations, deemed essential businesses, remained opened during the pandemic, many owners transitioned focus to the online ordering, free curbside pickup in which customers only had to open their trunk and offering same day delivery as well.

Pet Supplies Plus, the largest independent pet retailer in North America, accepted 12 new franchise agreements and one independent pet conversion in the first half of 2020.

The signed agreements will result in 20 new locations for America’s favorite neighborhood pet store, including the brand’s first venture into the state of

Washington. Other state developments agreed to this year include Texas, Massachusetts, California and Illinois.

As consumers increasingly opt for an online ordering experience, Pet Supplies Plus demonstrated the strength and capabilities of its omni-channel shopping experience to neighbors, an endearing term used to refer to its customers.

“When you join the Pet Supplies Plus family, you’re entering a recession-resistant industry that’s been growing for decades.

You’re also joining a fantastic leadership team dedicated to helping its owners succeed – whether it be in merchandising,

For more information on the Pet Supplies Plus franchise opportunity, contact Christine Schultz at (734) 793-6656 or cschultz@petsuppliesplus.com www.petsuppliesplusfranchising.com

Woof Gang Bakery Reaches New Heights The new Woof Gang Bakery & Grooming location is a locallyowned franchise, offering professional pet grooming and a wide selection of healthy pet foods, gourmet baked treats, toys, accessories and pet supplies.

The store is located in the Sunrise Center at 1674 30th St., Boulder, C.O. 80301, phone 720-379-7394, and offers ample parking, as well as convenient curbside pickup service.

The grand opening celebration will take place from Aug. 22 through Sept. 5. Throughout the event, customers can enter to win “pawsome” raffle prizes including free pet food for a year sponsored by Champion, free gourmet dog treats for a year, a gift basket filled with dog toys and a store gift card plus a grooming credit. Plus, customers will receive a free bag of Woof Gang Bakery dog treats with every appointment booked during the grand opening period for future grooming services.

Boulder residents Flavia Rizzi Rodrigues and Elton Santi are the franchise owners of the new Woof Gang Bakery & Grooming store.

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“I’m an animal lover and pet-friendly Boulder was a natural choice for our business. In Boulder, we embrace the outdoors and care for our pets’ quality of life,” said Flavia Rodrigues.”

To learn more, visit woofgangbakery.com

Woofie’s Academy™ Pet Grooming School, Wins Award Woofie’s Academy™, a first-of-its-kind professional pet grooming school, has received the distinguished “Most Innovative Employee Training” Award

by Franchise Update Media, in its inaugural year.

Franchise Update Media conducted its second annual Franchise Innovation Awards contest to identify and recognize franchisors who have developed the most original and successful innovative strategies and tactics to build their brand.

Woofie’s Academy™, developed in 2019 and founded by pet care services brand, Woofie’s®, was chosen among a field of more than 130 entrants.

“We are honored to have been recognized

in the Franchise Update Media Innovation awards,” says Amy Reed, Co-Owner & Co-Founder of Woofie’s® and Woofie’s Academy™.

“We started Woofie’s Academy™ to help create a pool of talented mobile groomers for our franchisees and we could not be happier with the results. Not only are our franchisees benefiting from the inception of Woofie’s Academy™, we are helping aspiring groomers learn their craft.”

Seven judges evaluated the innovation, objectives, and results of the contest entrants. Woofie’s Academy™ won 1st place for ‘Most Innovative Employee Training’ in the Human Resources category.

Woofie’s Academy™ was developed to facilitate the training of professional pet groomers and bathers in a mobile environment. www.woofies.com/woofies-academy

Pet Boss Nation Launches New Mentor Program for Pet Industry Professionals Pet Boss Nation, a coaching business for pet professionals and pet business owners around the world, announced the launch of its new mentor program. The Pet Boss Mentors are a hand-picked group of business experts that are available for one-on-one live coaching sessions to provide advice and help pet industry professionals work through problems and unlock opportunities inside their businesses.

“I spent the first five years in my pet retail shop chasing my tail. There was so much I didn’t know about running a business and being a leader. When I found the right mentor, everything changed,” said Candace D’Agnolo, CEO and founder of Pet Boss Nation. “Since then with the help of experts who’ve been there before me, I’ve successfully sold three businesses. Whether you need help with inventory management, leadership coaching, content strategy, social media, licensing, sales or more, Pet Boss Nation has the right Mentors to help your business and personal life thrive.”

Candace D’Agnolo, offers a 90-minute video consultation to address businesses’ needs in the areas of: Retail + Pet Business Strategy, Developing Team, Live Social Selling, Identifying Gaps and Opportunities for Scaling.

The following Pet Boss Mentors offer live video coaching sessions for $397 per session. Club members get additional savings.

For more information about Pet Boss Nation’s Mentor Program, visit petbossnation.com/mentors

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Paw-some Pet Friendly Franchises Pets are considered a part of the family for most Americans. When it comes to four-legged friends, 42 percent of Americans own a dog, and 29 percent own a cat.

Pet ownership has become a serious business over the last decade or so, with families making pet-care a top priority.

Walk into any major supermarket, and you’re guaranteed to find not only pet food, but also toys, and shampoos and a myriad of other options to care for animals. Aside from vet bills and food, there are many options for people to pay to provide the best for their pets. Franchises have recognized this business opportunity as a means to profit, but also help consumers deliver the finest goods and services to their animals.

Pet food stores Pet food used to be simple. A product on the grocery list that needed to be picked up but nowadays, pet owners take the business of feeding their animals very seriously and weighing different options and nutritional factors for the best diet available for their pets. Animal food options come in veterinarian and can provide elements that fight off weight gain or infection. It’s much more sophisticated than a choice between wet and dry food.

There are even pet food franchises specializing in health food for all pets, and other franchise options that focus on locally sourced food and treats. People have chosen to invest in their pets with the best food options of the highest quality.

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“Aside from vet bills and food, there are many options for people to pay to provide the best for their pets.

Franchises have recognized this business opportunity as a means to profit, but also help consumers deliver the finest goods and services to their animals.”

In 2018, Americans spent over $30 billion on pet food, with a 4.3 percent increase from the previous year. Between 2019 and 2020, pet owners spent $36.9 billion on pet food alone. The market is proven to be consistently increasing and is a hugely profitable business for those interested in the pet food franchise.

Pet training Providing the best life for pets includes helping train them to be respectful of other family members and animals. Animal training, specifically dog training, has become a staple for most dog owners.

Especially when it comes to rescue dogs, who may have had a complicated history or may have no background information

regarding their behavior, a rescue dog’s adjustment into domesticated life, can be difficult and an owner might need support.

A new puppy, who is energetic and excited, can benefit from tools to help them behave appropriately in a new household. While some pet owners just need guidance on how to guide their dogs properly, and how to help them live a healthy lifestyle.

Either way, becoming a dog owner, is an adjustment for everyone in the family and people are turning to professionals to help them establish boundaries and expectations for their four-legged friends. Franchises have recognized the opportunity to support pet owners, while also gaining a profit and creating successful business opportunities.

One of the lead competitors in dog training

franchise is the local and small business owners. Nowadays, a lot of people who have honed in on the skill, simply post their business on social media and gain customers through word of mouth. A benefit of owning a franchise is the ability to take on many more customers compared to a solo trainer and therefore generating more profit. A franchise can also offer a professional place for training, with all the tools on hand, with the promise to help dogs and owners reach specific goals. Having a reputation for a successful outcome is essential to pet owners, and a franchise offers that reliability and guarantee. Take a look at individual dog training franchises to see what kind of locations they offer; human resources support and budget and how they facilitate their training. Having an understanding of how you would stand up to the competition can help you determine where you would want to invest.

Doggy daycare Animals not only need training, sometimes they need somewhere to go and socialize with other pets. Specific to dogs again, pet owners are hesitant to leave their dogs at home all day while they work. Families are considering all the needs of their animals, including loneliness and a need to socialize with others. There are now dog daycares for pets to play while their owners have to work. A lot of customers use the facilities certain days of the week when they know they will be busy or unavailable, while some others have their dogs go daily.

This type of franchise is gaining traction and popularity, with more locations available, and it’s also a new trend that franchisees can jump on and be a part of it’s potential and growth.

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G i n a G i l l | Fr a n c h i s i n g U S A

“The American Pet Products Association estimated that over $75 billion would be spent on pets in 2019. From vet services to products and training, fur parents are willing to dig deep into their pockets for their animals.” to products and training, fur parents are willing to dig deep into their pockets for their animals.

Pet store franchises specialize in name brand goods, as well as some services, which can include grooming, training or boarding.

Some daycare franchises have taken on other products and services, including selling food and toys for dogs, while also offering training or even overnight stays.

A different version of the doggy daycare is boarding and animal hotels. These types of franchises can house many different animals. A lot of families need support from boarding houses, not only when they go on vacation, but when they have surgery, or in some cases, just need a break. Some pet owners choose to send their animals to boarding places if they will be out late, or if they are introducing a new pet to their household.

There are up-class versions of boarding, similar to a hotel just for pets, where animals are treated like royalty and

can receive treatments, grooming and expensive food.

Depending on the type of facility and animal care opportunity a franchisee is interested in, there are many different options to help support families with the responsibility of their animals.

Pet stores Possibly one of the most obvious pet franchisees is the pet store. These facilities have become substantial business opportunities. While there may be a proportionately larger investment fee, it’s a very profitable franchise opportunity.

The American Pet Products Association estimated that over $75 billion would be spent on pets in 2019. From vet services

Pet stores are a convenient one-stop-shop for pet owners, and a lot of them allow owners to shop with their pouch alongside them.

Not only can you purchase animals, but there is also food, toys, toiletries, and loads of products for animals’ owners to choose from.

Pet franchises used to be simple but now pet owners need so much more and more to keep their animals happy - in fact over 25 years ago, the pet spending industry in America was only $17 billion, and now it’s over $75 billion.

If supporting Americans with their evergrowing families, and helping others give a safe and welcoming home to their pets is something that interests you, then a pet franchise is definitely the best option. You just have to narrow it down to the best one.

ABOUT THE AUTHOR: After receiving an English Degree, followed by a Journalism Diploma, Gina Gill became a freelance journalist in 2008. She has worked as a reporter and in communications, focusing on social media. She currently works as a community information officer with Epilepsy Society, while pursuing her writing career at the same time.

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Expert Advice: Tim Vogel | CEO | Scenthound

A Wellness-Based Pet Care Franchise Focuses on What Makes Them Different to Grow As we navigate the pandemic, the key is to rise to the challenge and create a franchise system that proves its resiliency.

When will this end? How do we continue to attract prospective franchisees and customers? What does this mean for the pet industry? There’s still a lot of uncertainty, but we need to think about the pandemic as the new normal for now and focus on plans for moving forward.

Standing out from the Crowd The $95 billion dollar pet industry in the United States is being propelled forward by pandemic puppy pandemonium. Even before COVID-19, the pet care industry was being fueled by millennials wanting to bring a new furry friend into their family, but when looking closer into pet care businesses now, the pandemic has created an explosion in the pet wellness and health space. Veterinary care, grooming, and pet supplies franchises are already seeing business increase and it’s only expected to grow. Demand for dogs has skyrocketed over the past four months, which means the need for services will be growing in a major way.

Our Florida based grooming franchise, Scenthound, is on a mission to keep your

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“The pandemic has forced many people to be home, giving them more time for their pets. Also, a staggering number of people have adopted dogs worldwide, which, of course, adds to the need for pet services.”

furry friend clean and healthy. We take a wellness-based approach that is dedicated to improving the quality of life for dogs.

Scenthound focuses on the five core areas of maintenance: Skin, Coat, Ears, Nails and Teeth. Our Scent Techs are fully trained to give dogs of all shape, size, and coat the care they need, and our membership program offers dog parents peace of mind that their fur family is cared for on a routine basis. Customers can select the right membership plan for their budget and needs to not only keep their dog clean and comfortable, but also prevent health issues down the line. With heightened safety protocols and new procedures in place, we have been able to continue providing the essential care dog’s need throughout the pandemic.

Expanding Nationwide Amid the Pandemic After more than a decade running both a mobile grooming business and local grooming “Scenters”, and seeing first-hand the shortcomings within the industry and a lack of education around dog grooming, we founded Scenthound in 2015. Our mission to give dog parents a fast, easy, and affordable way to stay on top of their dog’s routine care.

We started franchising last year and have 25 franchise units and two corporate locations in varying stages of development.

During the pandemic, we have sold 17 new units in four states, including six units in the Atlanta area; three units in the Las Vegas area; three units in Cary, NC; one unit in Parkland, Florida; and four units in Gainesville, FL. Additional units are in development in Boca Raton, Palm Beach Gardens, and Miami, Florida.

I believe our current growth speaks to the strength of the grooming and pet wellness

sector. Despite the recent economic downturn, many people are and will be looking for a business to invest in that is “pandemic” tested and stable. Many people are sitting home right now, some out of work, thinking about their future and next steps in life. For a lot of people their pets are a passion, and when they see they can run a successful business by helping pets, they are sold on the brand.

The pandemic has forced many people to be home, giving them more time for their pets. Also, a staggering number of people have adopted dogs worldwide, which, of course, adds to the need for pet services.

We want to educate all dog parents and help them understand our philosophy at Scenthound. We believe that all dogs are therapy dogs, and the pandemic is proving it.

Scenthound is taking initiatives to educate pet parents, so that they understand the importance of preventive care to keep their furry family healthy. We are excited that with nationwide growth comes more opportunity to teach people about proper dog care. We are on track to sell 40 total units by the end of the year.

Strategically Positioned for Success As we continue to build on our success with new corporate Scenters and expand our franchise network to include additional markets nationwide, we continue to stay true to our passion — making sure the well-being of our canine guests are our top priority.

The Scenthound concept was born from an “aha” moment I had when chatting with a neighbor, who had a Labrador Retriever. When I explained that I was in the grooming business, the owner told me his dog doesn’t need grooming, yet I

Tim Vogel

could smell the dog’s ear infection and noticed his knuckles were deformed from overgrown nails. That’s when I realized that most dogs weren’t getting proper care since there were a lot of misconceptions about grooming. The industry was focused on stylized haircuts, while the large majority of breeds don’t get regular trims.

The basic care and maintenance needed to keep dogs healthy were sorely lacking. So, we set out to revolutionize the way people think about and access routine care for dogs.

Many dogs aren’t getting the care they need because, either their parents don’t know they need it, or they can’t find an easy and affordable way to get it. We’re here to change that. It’s our job to educate dog parents on the importance of routine grooming and make basic care accessible for all dogs.

CEO, Tim Vogel, spent more than a decade in the grooming business before founding Scenthound in 2015.

The wellness-focused brand has a simple mission — to keep dogs clean and healthy. Scenthound began franchising in 2019 to provide dog parents nationwide with a fast, easy, and affordable way to get the routine care that all dogs need to stay comfortable and healthy. www.scenthound.com

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Expert Advice: Rick Bisio | Franchise Coach | FranChoice

Many Opportunities for Animal Lovers with Pet Friendly Franchises

When people first think of a pet franchise, they may associate it with an experience with their own pet. They may have recently picked up a chew toy or water bowl at Pet Supplies Plus or a bag of food at Wild Birds Unlimited.

They could have also dropped off their pooch at boarding and daycare establishments such Franchising USA

as Camp BowWow or Dogtopia. These are all popular franchises that specialize in pet products or services.

money on the dogs, cats, birds and fish in their homes. The APPA reported $95.7 billion spent on pets in 2019 with an estimated $99.0 billion to be spent in 2020.

Pet care is big business and there are a lot of very profitable franchise opportunities in this industry.

A lot of people across the country can relate to the need for pet care. A 20192020 survey conducted by the American Pet Products Association (APPA) showed that 67 percent of all US households have at least one pet, which is approximately 84.9 million homes. That figure has steadily increased since the APPA issued its first survey in 1988, which indicated 56 percent of US households owned a pet.

There is a wide range of pet friendly franchises. Some are very large brick-andmortar establishments with hundreds of pet products and supplies or spacious boarding locations with a full staff to oversee the care and attention for a pet. Depending on the size and type of franchise, these can cost less than $100,000 or more than $1 million.

In addition to the growing number of pet owners, people are also spending more

Conversely, there are many other homebased franchises such as pet-grooming businesses and dog-walking or dog-

a doggy daycare or boarding facility. Pet care franchisees must be the people who hear these sounds more as music than noise.

training services. These are servicebased businesses with little to no physical infrastructure and are very inexpensive.

Some of those operations begin with one person performing the pet service before hiring others to do it as the business grows.

The amount of money spent on pets each year reflects the love and attention people give to them. A 2019 survey from SpotOn Virtual Smart Fence showed 98 percent of dog owners considered their dogs to be a member of the family. The humanization of pets is a major trend in which people buy them clothes, take them to daycare and treat them to gourmet meals. Owners are spending more money on their pets’ appearance, activities and medical care, and business owners are benefitting from it.

Having such a large, stable and even growing customer base is a tremendous benefit for a franchise owner of a pet friendly business. It falls under the attractive recession-resistant category, knowing there will always be a demand for its products and services. As so many businesses’ sales have struggled during the pandemic, the pet industry has largely operated without change as owners continue to provide for their furry friends.

Although that is a nice benefit, I don’t think that is a primary reason most people get into the pet business. In my experience as a franchise coach, the majority of people do it because they like pets, mostly dogs.

Having a love for animals seems like a prerequisite for owning a pet franchise.

The entire business will be centered around animals, and customers will expect the

franchisee to reciprocate their knowledge, care and interest of their pets.

Just as there is a wide variety of pet friendly franchises, the skills a franchise owner must possess to operate a business vary greatly. Owning a pet supermarket requires several hats, such as managing staff and overseeing payroll and inventory.

There will obviously be a completely different skill set for smaller, homebased businesses such as grooming or dog training. There is not one specific set of skills that fits all franchises in this industry. The common trait among nearly all franchisees in this sector comes back to a love of pets.

There are a lot of great benefits of owning a pet friendly franchise, from a having large, built-in customer base to working with pets each day. However, it doesn’t mean there aren’t some challenges that come along the way.

While people are willing to spend freely on their pets, that places a great deal of responsibility on those in the pet care industry. Customers view them more as their own children than just pets. If they bring the dog to get trimmed or for daycare, they need to know their pet will be treated perfectly. Same for a store that makes a pet sick from the food you sold them. There are heightened expectations for the care their pets will receive, and owners take it very personally if something goes wrong.

Even with some of these challenges, the positive is that many people who look to get into the pet care business love animals and embrace all aspects of the operation.

Those people have a lot of great franchise opportunities in a stable and profitable industry.

Rick Bisio is one of the countries most respected franchise coaches and author of the Amazon best seller, The Educated Franchise - 3rd Edition. Since becoming a franchise coach in 2002, Bisio has assisted thousands of aspiring entrepreneurs nationwide explore the dream of business ownership. www.afranchisecoach.com/the-coach

Many people are motivated to get into the pet business by their love of animals, which is often their own pet. Much like children, people love their own kids and their own pets. But what about other people’s pets? Franchise owners will need to love everyone’s animals, and that ranges for Shih Tzus to Great Danes to cats, ferrets and snakes. They must also be patient with aggressive or disobedient animals and be comfortable in carrying a lot of insurance.

Working around animals each day can be taxing on one’s senses. There will be a lot of smells, especially with a lot of cats and dogs in one place. There can also be a lot of noise, such as the constant barking at

Rick Bisio

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Expert Advice: Niko Frangos | President | Cleveland-based Rascal House

3 Reasons to Invest in an Emerging Franchise

Choosing a franchise to invest in is similar to buying a house. It’s a long-term decision with big financial impact that you should research thoroughly.

brands. Many small, emerging chains offer unique opportunities and great return on investment for franchisees, and there are some advantages to being an early adopter in a brand that you can’t find in a large, mature chain.

When doing your research, don’t pigeonhole yourself to large national

Smaller franchisors have smaller corporate teams, which means it is easier to connect

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You have a chance to connect directly with the brand’s leadership

directly with the company’s top leadership.

Often times, this even includes the brand’s founders, like in Rascal House’s case, who are connected to the history and values of the brand and are spearheading its growth with special care and tremendous passion. Huge chains also have layers of management and company politics that you can avoid with a smaller franchisor.

You are less likely to be just another cog in the wheel with a smaller brand. When you are an early franchisee, you aren’t

one of dozens or more new franchisees that year; you are a foundational player.

Because of this, it’s often easier to get more attention in a small franchise, so you can be as successful as possible as quickly as possible.

There is likely no market saturation yet Typically, smaller chains don’t have saturation in many—or any—markets, which means you can choose where you grow. This gives you the opportunity to build out as many locations as possible and own an entire market, which is often impossible in a well-established chain with hundreds or thousands of locations. For a multi-unit franchisee that is willing to be a pioneer, the opportunity to get exclusive rights to your first choice of a market is unique. Multi-concept franchisees who already have industry expertise, operational knowledge, a strong team in place and real estate connections in an existing market can capitalize on all of those things with an aggressive growth strategy.

While there is sometimes a slightly higher risk, the potential upside of developing an entire market is unmatched compared to a huge national chain that already has locations in every state and no attractive empty markets left. To mitigate the potential risk, look for a brand with longevity that is just starting to grow.

Some emerging franchises, like Rascal House, are small in size but have decades of history showing success and proving the concept. This allows franchisees to be

part of the brand’s early growth without worrying if the concept will survive long term.

You can lay your own foundation Buying a franchise is different than becoming an entrepreneur. There are systems to follow, and you should follow them because they are part of the value you get when investing in a franchise. That said, if you are more entrepreneurial in nature—or just interested in an option that is fresh and new—choosing an emerging brand gives you a greater ability to work with the founders and influence the direction of the brand.

You should always choose a franchise with strong foundational values—accepting every random idea a franchisee has is not the secret to success—but smaller chains will allow you to have a seat at the table and provide input from your outside expertise about how to strengthen the brand as it grows. In short, your voice is more likely to be heard and your input is more likely to be valued in an emerging concept.

Investing in a smaller franchise allows you to build your infrastructure knowing that your numbers should only improve.

As a brand scales, new economies of scale will be created. Choose a brand that will pass those savings down to the operators and you’ll see increased profits as the franchisor grows. Before investing in a franchise, talk to franchisors about their core values to see if they are likely to take supplier rebates as franchisor profit or pass

it down to their franchisees. Some brands are focused on franchisee success, so when buying power increases, they will lower the cost of goods for franchisees. Look for a brand that has low costs to start—you need to be profitable while the company is still growing—but know that with the right brand, those numbers should improve over time.

Big, national chains have grown to their size for a reason, and they have a lot of benefits to offer. That said, there are unique opportunities to grow with smaller chains.

If you choose a small franchisor with strong core values and brand longevity, you can mitigate most of the potential risks and take advantage of the huge upsides of investing in an emerging franchise.

Niko Frangos is president of Clevelandbased Rascal House, a five-unit elevated quick-serve restaurant franchise serving pizza, burgers, wings and more.

Niko Frangos

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