Pet Boarding and Daycare July August 2018

VOL 8 • ED 4

JUL / AUG 2018

WWW.PETBOARDINGANDDAYCARE.COM

and daycare magazine

PHOTO BY MARA JAYNE CARPENTER

How To Add

Profile of Success

THE HAPPY CAT HOTEL AND SPA

FROM PACK TO PLAYGROUP

6 TIPS FOR

FOR FIGHT–FREE DAYCARE

PET BOARDING & DAYCARE

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BUILDING IN

FLEXIBILITY

From the Folding Kennel to Rows of Double-Deckers, selecting transfer doors gives you options for housing bonded groups.

The Folding Kennel can be built as long as your wall, and you can fold each unit against the wall for storage.

Run several transfer doors in a row to give bonded groups of little dogs room to roam.

shor-line.com

800.444.1579

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STAFF PUBLISHER Barkleigh Productions, Inc.

and daycare magazine

EXECUTIVE EDITOR Rebecca Shipman

JULY / AUGUST 20 1 8

CONTENTS

ART DIRECTOR Laura Pennington SENIOR GRAPHIC DESIGNER Jenn Barraclough JUNIOR DESIGNER Jenny Thomas WEB MASTER Luke Dumberth PRESIDENT Todd Shelly

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VICE PRESIDENT Gwen Shelly

PROFILE OF SUCCESS:

THE HAPPY CAT HOTEL & SPA

BUSINESS

CHIEF OPERATIONS OFFICER Adam Lohr

FACILITY

DIRECTOR OF MARKETING & CLIENT RELATIONS James Severs

STOP CAGING DOGS

SEO TRENDS 16

START

FENCING THEM IN

Business W 6 12

16

Mobile Load Speed One of the newest announcements coming from Google deals with the impact of page load speed on your SEO rankings. As early as July 2018, Google will start tracking page speed as a ranking factor in mobile search results. In a world that revolves around the latest Smartphones and tablets, more and

OUTDOOR ENCLOSURES

T

his is the time of year when pet owners go on vacation most often, and when they drive up to the front of a pet boarding center, they want to feel at ease that they are leaving their pet(s) in the arms of a trustworthy facility. Let’s be honest—appearance matters, and if a boarding center looks run–down, then it is likely that pet owners will make a U–turn and take their pet(s) somewhere else.

There are many reasons to install dog fencing around boarding facilities, including the improvement of animal health and wellness. Here is why fencing and outdoor time are important for dogs:

more people are using mobile devices to search for what they need. Having a mobile–friendly Website is more important than ever, given the impact it has on your SEO results.

To be clear, this update will only have an impact on pages that provide a slow experience on mobile devices.

But, with as much as 75% of searches being done on mobile devices, you can’t afford to ignore this trend. As Google continues to stress the importance of mobile, it’s essential that your site is optimized for the mobile experience.

dogs are calm and obedient. Some dogs may try to break loose and run away.

If dogs find a way out, then they could get lost or stolen. They could even be harmed by wild animals or other dogs.

Therefore, fencing in dogs is necessary for the safety of all animals. After all, pet owners trust caretakers with their animals while they are away—and they are responsible for all animals during their time at the facility.

Animal Health

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Beyond a Lost Pet Disaster From Pack to Play Group: 6 Tips for Fight-Free Daycare

Business 20

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relevant content and optimize your Website based on current best practices.

Here are three trends to keep in mind when setting up your SEO strategy.

40

WHY BOARDING CENTERS NEED

TO IMPLEMENT IN YOUR PET CARE BUSINESS IN 2018

hen today’s customers are looking up products and services, it’s no secret that Google is the number one option. Therefore, it is easy to see why business owners are desperately seeking the right answers when trying to solve the mystery of Page One ranking on Google.

In 2018, more and more pet care professionals will reap the benefits of their SEO efforts by staying up–to–date on current trends. Reaching your target audience relies on your ability to produce

ADMIN / MARKETING ASSISTANT Karin Grottola

In The Midst of A Medical Emergency: Should You Stay Or Should You Go? Animal Wellness Dogs are at their maximum level of happiness when they are bonding with other animals that are just like them.

Dogs do not like to be isolated—it makes them uncomfortable, anxious and over all unhappy. Therefore, it is important to get dogs away from their cages and outside with other animals. When dogs play with other animals, they will become relaxed and capable to handle the time away from

Industry News

PET BOARDING & DAYCARE

Advertising Options for Pet Businesses Beyond AdWords & Facebook How Much Should Your Business Be Growing?

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Safety First Animals cannot be cooped-up inside all day. They need fresh air and an accessible area to stretch their legs and freely roam. However, animals do have a mind of their own and not all

52 52

their families.

Here are some signs of a happy dog: • Wide, open eyes • Wagging tail • Relaxed mouth • Calm ears • Still body

New Products Classified Ads

Animal Health According to a 2017 survey from the Association for Pet Obesity Prevention, 56% of dogs and 60% of cats were classified as overweight or obese. Inactivity of dogs can lead to consequences in health including kidney dysfunction, cancer, orthopedic disease and shortened lifespan. To improve health, pets need an open space to run and move their stiff joints. Installing a pet fence at the facility will ensure that dogs get at least the 30 minutes of daily exercise they need to stay healthy.

Strength building fitness routines can

4

SOCIAL MEDIA / PR COORDINATOR Chelsey Hall 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)

PET BOARDING & DAYCARE

Facility 46

MARKETING COORDINATOR Alyx Robertson

How to Add In-Home Pet Sitting To Your Pet Boarding & Daycare Business To Increase Revenue PET BOARDING & DAYCARE

Copyright July 2018. 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

ANIMAL BEHAVIOR

By Annalisa Berns, Pet Detective

A fluffy little black and white puppy mill rescue dog named Gary escaped from a boarding facility in the middle of the desert in Southern California.

Beyond shy and skittish, Gary was nowhere to be found. The only animals the search party found was a swarm of coyotes.

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W

hat would you do if this puppy was lost from your facility? Cut bait and move on? Stop everything, suspend business, and search day and night for the dog? Something in between?

The response we have to a lost pet might or might not have a huge impact on business, but emotionally it can be a roller coaster. Angry calls from the pet owner, crying on the phone and anguishing decisions disrupt the flow of the day and breaks your heart.

In the search for the lost dog in the desert, all of the common sense bases were covered: Shelters, Fliers, Social Media. After an extensive search, everyone came to the obvious conclusion that the dog couldn’t have survived the hot days with no water and cold nights with coyotes.

How long would you search for a lost

PET BOARDING & DAYCARE

dog from your facility? 24 hours? A few days? What about 3 weeks? Months? Years?

This story has an amazing twist.

Twenty long days later, a possible sighting came in via Facebook of a black and white dog running around approximately seven miles away. It seemed impossible that the tiny dog could have made it that far. The dog’s owners were frantic, but lived in another state. They thought it was impossible that it could be their dog, but they had to know for sure. They hired me, a professional real–life Pet Detective, to come out with Search Dogs and check the area. To everyone’s surprise, the Search Dogs not only picked–up scent, but we found the little dog!

Gary was living in the middle of the desert with only a few houses to be seen, but right next to an extremely busy highway. The Search Dogs found where Gary was getting water, from the

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Gary’s tiny dog footprints were all over the area where Gary was finally found. Interestingly, he was avoiding cactus plants and other nasty plant dangers by traveling in dry creek–beds.

drain off of a swamp cooler on a building. Gary’s tiny dog footprints were all over the area where Gary was finally found. Interestingly, he was avoiding cactus plants and other nasty plant dangers by traveling in dry creek–beds.

He used them as pathways, like a doggy freeway in the desert.

Of course, the fearful puppy mill rescue was not going to let just anyone approach him. With confirmation of his

identity, the owners immediately flew back to the location and camped out all night.

The little dog came up to his loving owner the next morning—lured with a hamburger!

The family returned home, now complete, with their beloved dog, Gary.

However, now it was time for Gary to get a surprise! While Gary had gone missing, the family had rescued another little black and white dog to join their

family, so Gary had a new sibling when he returned home.

Thankfully everyone got along marvelously. His family sent this update, “Gary is doing wonderfully!

He is settling back into his old routine and really hasn't missed a beat. He is definitely a better eater now! He has received a clean bill of health from the vet and is fully enjoying his new baby brother, Moose.”

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PET BOARDING & DAYCARE

Here are a few tips and lessons learned from the harrowing experience, including feedback from Gary (and Moose’s) family after having their dog go missing from a boarding facility, and getting him back safely after an amazing twenty days!

1. Don’t put off telling an owner when a pet goes missing. It is an emergency and they need to know immediately.

4. Have a main point of contact for the pet owners.

leads are not infallible. Have backup methods in place.

9. Keep some form of identification on a pet in your care.

If you remove collars upon check-in, consider using neoprene ID, or hospital bracelet type ID. You can preprint them 6. Utilize all resources: local news, with your facility information. radio, social media, rescue 10. Do a daily walk of your location groups, Pet Detectives, etc. to identify any necessary repairs.

7. Never transfer dogs in an 11. Always have two doors between open area. Ensure dogs are any pet and the outside. Do not safe and confined when use motion activated doors. transferring them.

5. Ask the pet owners what actions they want you to take.

2. Have a plan in place in advance Everyone reacts differently to so you know what actions you a lost pet, and you want their will and will not take. feedback.

3. Identify which staff members are responsible for which actions. If one staff member is great on social media, have them handle that aspect. If another lives near the shelter, ask them to be the point person for checking at the shelter. Assign tasks based on 8. Dogs can easily escape harstrengths and logistics. nesses. Harnesses and slip-

PETBOARDINGDAYCARE and daycare magazine

@BARKLEIGHINC

12. For high flight risk dogs, use GPS locators, identify necessary safety protocol or decline.

More About Search Dogs Search Dogs can find lost people or pets. Most of the time Search Dogs are trained to either find missing people or pets, not both. Search Dogs are trained to follow their nose, using a “scent article” to match the scent to the missing subject. A scent article is simply something that smells like the missing pet or person, such as a favorite toy or bedding.

There are a small number of trained Search Dogs that specialize in finding lost pets. Search Dogs can help find a lost pet and also bring closure if something negative happened to a missing pet. It is widely accepted that it takes 6 months to 2 years to train a Search Dog. Most of the methods for finding lost pets with Search Dogs were adapted from traditional Search and Rescue for lost people using Search Dogs. Of course lost people and missing pets behave very differently. But that connection, recognized by prior police officer Kat Albrecht, has helped recover countless pets. n

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PET BOARDING & DAYCARE

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YOUR REPUTATION MATTERS Infectious disease affects hundreds of pet businesses and thousands of pets nationwide each year.

The Heroes for Healthy Pets Infectious Disease Management Certification Program can help train your pet business staff in best practices to help manage and prevent infectious disease. It is based upon the 2017 American Animal Hospital Association (AAHA) Canine Vaccination Guidelines that suggest vaccine protocols to help protect against diseases that place pets at risk in certain situations, such as for social dogs.

How It Works • Register online at heroes4healthypets.com and view complimentary online educational modules taught by veterinary experts in infectious disease: - Understanding Infectious Diseases (1 hour) - Effective Infectious Disease Control (1 hour) • Pass the final examination Print and display your Infectious Disease Management Certificate.

Show your commitment to pet health!

Register now at heroes4healthypets.com

The Program is sponsored by Merck Animal Health and Clorox Healthcare in coordination with Barkleigh Productions, the National Association of Veterinary Technicians in America (NAVTA), International Boarding and Pet Services Association (IBPSA), Pet Sitters International (PSI), and VetGirl.

Copyright © 2018 Intervet Inc., d/b/a Merck Animal Health, a subsidiary of Merck & Co., Inc. All rights reserved. US/NOV/1017/0059

To

From

6 TIPS FOR

FIGHT-FREE DAYCARE

By Gary Wilkes

12

PET BOARDING & DAYCARE

T

he last 30 years of dog training lore revolves around the connection between wolves and dogs. You can buy 100 books that prattle about dogs being descended from wolves; animals that voluntarily live in groups, called packs. This perspective invariably assumes that dogs are likewise “pack animals”. The underlying implication is that dogs possess the same wolf–like ability to live in harmony with their own kind.

That’s a wonderful, peaceful thought, but unfortunately it’s neither logical nor factual. Put a Chihuahua into your play group and you realize that some dogs are more aggressive than others. That is because Chihuahuas (and many other breeds) do not have to survive in the wild.

Some of them have no skills that would allow them to coexist with their fellows.

Here are some basic thoughts that may help you develop your own knowledge of our very unnatural friends: Playgroup Tip #1: A dog is assumed to be capable of violence merely because it’s a dog.

Dogs are a conglomerate sub-species of wolves that range from French Bulldogs to Russian Wolfhounds— meaning a widely diverse group. Some dogs bark, some don’t. Some dogs are designed to kill animals (Rat Terriers), while some are designed to move cattle around, but not injure them. Some dogs live in huge packs and kill rabbits, but do not kill other dogs. Some dogs are best suited to be solo farm dogs and will fight any dog they see. Other dogs can live peacefully in a multiple dog family, but will attack dogs they don’t know. This type of dog will be a real problem–child in a doggie daycare setting, as every new introduction is a potential fight.

Playgroup Tip #2: Try to keep like–sized dogs together.

Yes, it looks incredibly cute to see a big, clumsy lab puppy being nibbled by a playful Fox Terrier. This rule isn’t

meant to stop you from putting a big puppy in with a feisty, but much smaller dog. The idea is that if a potentially lethal fight breaks out among dogs of 300% difference in size, somebody

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

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PET BOARDING & DAYCARE

13

No, most dogs are not capable of

Allowing two dogs to settle a dispute is a risk that one or both will be seriously injured.

could be critically injured before you can stop it. The infamous last words “he’s never done that before” will not relieve you of financial liability or embarrassment.

as individuals. Statistically, all of the “dangerous” breeds are very sweet, lovable dogs. I have trained many of them who never displayed the slightest aggression toward other dogs or people.

Playgroup Tip #3: No, fighting breeds aren’t vicious.

My recommendation is that you treat all “known to be aggressive” breeds with a cautious eye until you know them well

Playgroup Tip #4: Age is a factor in serious aggression.

Keep pups and adolescents with each other, and away from adults. Most serious aggression occurs between adult

dogs. Though most people use sexual maturity as the indicator of adult-hood, social maturity is a better milestone.

In most breeds, social maturity occurs between 18 and 24 months. A dog can behave passively as an adolescent and for months beyond sexual maturity, and suddenly the dog attacks another dog viciously—a dog that it has played with every day, for a year. The cause is simple —the dog is growing up. So consider keeping the pups with the pups and the adults with the adults.

Playgroup Tip #5: No, most dogs are not capable of “working it out for themselves.”

If you have been doing doggie daycare for years, and, in your experience, the dogs always figure out “who’s the boss” and the violence never escalates— good for you. However, if you interview veterinarians you’ll find out that dog bites are a pretty good money maker for them. In reality, most dogs don’t fight. The issue is really about those few who do. Of “dogs that fight”, there is no standard rule of thumb for detecting the ones who are likely to fight to the point of serious injury or death. That is because every fight takes at least two combatants. Sometimes the specific pairing makes all the difference. Allowing two dogs to settle a dispute is a risk that one or both will be seriously injured. It’s better to lose a client because the dog isn’t allowed back to the playgroup than to lose one by arterial bleeding.

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PET BOARDING & DAYCARE

Playgroup Tip #6: Positive Reinforcement cannot create inhibitions — especially when it comes to normal, instinctive violence.

As much as all–positive trainers would like to convince you that treats can solve all problems, it simply isn’t true. Positive reinforcement does not stop normally occurring behaviors from happening—that’s not its job. Punishment stops behaviors from happening but you have to know the rules to do it safely and humanely. If you learn how to use punishment effectively, you can often nip aggression in the bud and pave the way for a dog to continue to play with other dogs. It is beyond the scope of this article to give that topic the focus it deserves.

and overall happiness. Like any business that serves animals, the quality of care is in direct proportion with the knowledge of the provider. In this business, clear

powers of observation and a fundamental knowledge of dog behavior lead to the perfect win–win–win situation for you, your clients, and their dogs. n

The service of offering playgroups and doggie daycare is incredibly valuable to captive animals. The ability to romp and play in a protected, supportive environment helps insure their mental health

PET BOARDING & DAYCARE

15

BUSINESS

SEO TRENDS TO IMPLEMENT IN YOUR PET CARE BUSINESS IN 2018

By Alain Parcan

W

hen today’s customers are looking up products and services, it’s no secret that Google is the number one option. Therefore, it is easy to see why business owners are desperately seeking the right answers when trying to solve the mystery of Page One ranking on Google.

In 2018, more and more pet care professionals will reap the benefits of their SEO efforts by staying up–to–date on current trends. Reaching your target audience relies on your ability to produce

16

relevant content and optimize your Website based on current best practices.

Here are three trends to keep in mind when setting up your SEO strategy.

Mobile Load Speed One of the newest announcements coming from Google deals with the impact of page load speed on your SEO rankings. As early as July 2018, Google will start tracking page speed as a ranking factor in mobile search results. In a world that revolves around the latest Smartphones and tablets, more and

PET BOARDING & DAYCARE

more people are using mobile devices to search for what they need. Having a mobile–friendly Website is more important than ever, given the impact it has on your SEO results.

To be clear, this update will only have an impact on pages that provide a slow experience on mobile devices.

But, with as much as 75% of searches being done on mobile devices, you can’t afford to ignore this trend. As Google continues to stress the importance of mobile, it’s essential that your site is optimized for the mobile experience.

PET BOARDING & DAYCARE

17

SSL CERTIFICATES We expect Website security to play an increased role in search rankings as we move forward. Talk to your Website provider about getting an SSL certificate set up on your Website in 2018.

SSL Certification As current technology continues to evolve, so does the need for more advanced forms of online security. A big factor in 2018 will be the implementation of SSL certificates on Websites.

These certificates—previously reserved for Websites that transferred financial information and other sensitive data— help protect data shared by users, and Google wants to see them installed.

Google has indicated they are taking SSL into consideration when determining search rankings. If you’re struggling to compete in search results in your area and don’t have SSL enabled, it could be causing you to fall behind

your competitors. We expect Website security to play an increased role in search rankings as we move forward.

Talk to your Website provider about getting an SSL certificate set up on your Website in 2018.

Optimizing for SEO SEO is an ever–evolving strategy that you should attend to on a regular basis. Building a successful SEO campaign requires attention to detail when tracking results and constant optimization of your Website. There are some general techniques you can take advantage of that will show improved results for your SEO campaigns this year.

ATTENTION PET CARE OPERATORS

ARCORE’s partners are looking for acquisition opportunities throughout the country.

VETERINARY, GROOMING, DAY CARE, BOARDING, OR TRAINING We’re looking for facilities that have any (or many!) of these services. Whether you’re the best with grooming shears or can make any pup sit on command, all service providers are considered.

Al Rodenbostel

John Maresh

630.908.5701

630.908.5706

jmaresh@arcoregrp.com

ARCORE | 200 S. Wacker Dr., Ste 1325, Chicago, IL 60606 | arcoregrp.com

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Staying in tune with these SEO trends will help keep you ahead of the competition this year. SEO campaigns can have a great ROI, but avoid a “set it and forget it” approach. SEO campaigns run best when the latest trends are followed and implemented on your Website. If you’re looking to improve your SEO strategy this year, give these tips a try. n

IF YOU WOULD LIKE TO DISCUSS FURTHER, CONTACT US:

al@arcoregrp.com

Focus on the content you are posting on your Website. Is it optimized with relevant keywords to the services you provide? Use language that your audience will understand and is actually searching for. Google is looking for high–quality content that is informative and educational. When you create content that helps readers complete a task or solve a problem, this tends to rank higher in search results.

Take advantage of link building.

Link building implies having external pages link to pages on your Website.

This is still one of the most important factors in the eyes of Google when determining search rankings. The more quality links you have pointing to your Website, the better reputation your site holds in Google’s eyes.

Google also takes into account the source of your inbound links. Just as a link from a reputable site or organization can help your reputation, “spammy” links can quickly ruin your standing with Google. Have your links come from reputable sources and link to relevant content on your Website. Be sure to monitor the links pointing to your Website to make sure they are not broken.

PET BOARDING & DAYCARE

Alain Parcan, Director of Marketing for Market Hardware, Inc., brings nearly 10 years of experience in educating businesses so they can market themselves more effectively. Market Hardware helps small businesses compete on the Web and offers special discounts for pet care businesses. You can Reach Alain’s team at 888-381-6925.

FOREVER LAWN

PET BOARDING & DAYCARE

19

ADVERTISING

OPTIONS FOR PET

BUSINESSES

arnha B p i l l i h

By P

rt

AdWords and Facebook. Sometimes it seems these are the only places to advertise successfully. While AdWords and Facebook often take up the bulk of your advertising dollars, you should consider testing other channels to get your business noticed.

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PET BOARDING & DAYCARE

Bing Ads: More Than an Also–Ran While Microsoft's Bing may not be on your radar, you may be surprised how many users turn to Bing rather than Google. The Bing Network includes Bing, Yahoo, AOL and a number of smaller search tools like Duck Duck Go. In March 2018, comScore estimated that the Bing Network made up 33.8% of the U.S. desktop search market.

Some other important statistics: • 6 billion monthly searches on Bing Network • Over one-third of the Bing Network audience has a household income of $100,000 or more • 24 million travel searchers not reached on Google • 40% of all travel paid clicks are on the Bing Network.

Can You Reach New Pet Parent Clients On Bing?

You bet! You will find that several national pet services companies are already there. What can a typical pet business with a quality website and a competitive advertising budget expect on Bing? While click traffic usually runs about 20% of Google AdWords, the click–through rate (CTR) is usually higher and the cost-perclick (CPC) can be considerably lower. The visitors Bing Ads send tend to convert at a higher rate as well.

Getting Started on Bing Many of the features found in Google AdWords have a parallel in Bing Ads. In fact, Bing makes it relatively simple to

connect to a current Google AdWords account. The Bing import tools allow you to select specific campaigns, bids and budgets. You can even have Bing import Google campaigns on a recurring basis.

To be successful, we've found that you should plan on creating Bing–specific AdWords extensions. You should also review Bing's own recommendations once you've imported your campaign. You may find that different keywords, ads, extensions and bidding strategies work better in Bing.

Microsoft provides an extensive range of tutorials and examples to help you get started (see https://help.bingads. microsoft.com/).

YouTube Director Onsite YouTube continues to dominate the online video segment of the web. Technically,

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C2002

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oogle AdWords can get complex and expensive if you aren’t careful, and Facebook’s recent changes make taking advantage of those millions of users more challenging.

Smaller investments in other advertising areas can pay off. New customers can be found on many web platforms and apps. Often, these options have simpler functionality and fewer competitors.

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100 MILLION MONTHLY ACTIVE USERS

Traditional searches may show pet businesses near their home or near their work, but not along their way.

YouTube video ads do run through AdWords. However, video is very different than the search and display campaigns you may be familiar with. Creating an ad-quality video can be expensive and launching a YouTube video ad campaign can be challenging.

To encourage small businesses to explore video ads, Google has created the YouTube Director Onsite program.

This provides you with a free video shoot and expert help, directly from Google. The result is a video ad you can

promote through YouTube and use on your website. You simply need to commit to spend at least $350 advertising it on YouTube.

Once you book a shoot, a YouTube– approved filmmaker will talk to you about your business. They help write an ad–centric video script and will then visit your business and film your ad.

After you approve your ad, Google will help add it to your YouTube channel and help set up your video campaign. So far, the ads we've reviewed for our clients

have been well-targeted and professional.

You can get started by going to https:// director.youtube.com. Read up on how it works, review the FAQs and book your YouTube ad shoot. There is a waiting list for this service in many cities, so it’s important to get started now.

Get a Digital Billboard with Waze If you commute or travel, you may already be familiar with the travel app, Waze. This Google product has 100 million monthly active users—primarily in congested urban centers. But we've seen significant user impressions in suburbs and small towns as well.

Waze recently launched local business ads—a self–service ad platform. For as little as $2 a day, you get a branded pin —think "mini-billboard"—that points to your location as drivers pass by. You also get a "click pop" (which is the main page for your ad) and location page that users

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PET BOARDING & DAYCARE

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EXPO

November 5-8, 2018 HERSHEY LODGE & CONVENTION CENTER HERSHEY, PA www.PetBoardingexpo.com

LOCAL AND NATIVE ADS New, local digital publications are launched all the time and existing media outlets are always looking for new revenue sources.

see when they click your pin.

These ads are primarily for drive-by businesses. They are targeted to restaurants, gas stations and similar locations.

But these ads also offer an excellent branding opportunity for pet-related services such as doggy daycare and grooming. Your potential clients may not realize how conveniently-located you are. And traditional searches may show pet businesses near their home or near their work, but not along their way.

We've found pet-related businesses get a lot of brand exposure for very little

business, so can paid placement in local email newsletters. But you do have to measure the success of your local paid content or banner, and sometimes you must do some of the work yourself.

If you use a web analytics tool like Google Analytics, you can measure this kind of advertising by adding a little bit of extra information. Make sure the URLs in your ads include "UTM parameters”, a standard set of values added to your URL that tells web analytics platforms about your ad.

Some advertising software create these automatically or you can use a tool that Google provides at https://ga-dev-tools.appspot.com/ campaign-url-builder/.

cost using Waze. This app provides a wonderful way to introduce your business to people who didn't even know to look for you!

Local and Native Ads If you haven't been approached by local online publications or news outlets for advertising, you will be. New, local digital publications are launched all the time and existing media outlets are always looking for new revenue sources.

Native ads and local ad placement can be an inexpensive option for local

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PET BOARDING & DAYCARE

In fact, it’s a good idea to use these parameters wherever you can place your link for marketing purposes. By adding these to every external URL, you can determine which paid placements deliver visitors to your website. You can see who fills out your forms and you can even target these visitors with your other paid search efforts. And of course, you can determine your return-on-investment.

Google Posts: It Doesn't Get Better Than Free The last option we recommend is also the cheapest. Through your Google My Business panel, you can now add posts directly to your business's Google Knowledge Panel. Creating these posts allows you to publish events, services and discounts directly to Google Search and Maps. You can even add video as well as text and photo content.

You can link to events and websites other than your own, as long as these are relevant to your business and follow Google's content policy. This means you can have a Google Post link to a partner event website, your Facebook event or an Instagram post.

Each post can have a button as a call-to-action and will appear on Knowledge Panel for seven days (or until the event has passed.) On clients we've worked with, simply presenting Google posts increases traffic even when the post itself isn't clicked.

Learn more about this underutilized marketing tool at https://support.google.

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com/business/answer/7662907 n Phillip Barnhart is Director of Marketing Strategy and Technology at Nehmedia and PetResortMarketing.com. Nehmedia is a Google Premier Partner and Bing Ads Partner with over 60 pet resort clients. Phil is certified in Google AdWords Search, Mobile, Display, and Video, and is a Bing Ads Accredited Professional.

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PET BOARDING & DAYCARE

25

HOW MUCH

SHOULD

YOUR BUSINESS

BE GROWING?

By Laura Laaman

26

PET BOARDING & DAYCARE

O

f course every business owner wants their business to grow—but have you thought about why growth is so important?

•Costs are increasing; as the industry grows, so do expenses.

• Labor wages continue to increase, and you need to pay your people well.

•You want to be able to continue to repair and upgrade your business, keeping it in line with the changing desires of pet parents.

Growth shows potential buyers that your business has upward movement.

This industry enjoys continual growth, year over year. Pet boarding and grooming earned 6.16 billion dollars in 2017, with an estimated growth of more than 5% in 2018. However, the competition is also fiercer than ever, and as you know, success doesn’t come by accident. If your business isn’t growing at a regular and substantial rate, you could be left behind or swallowed up by the sea of competition.

Teija Heikkila, a Certified M&A Professional, Merger & Acquisition Master Intermediary, and principal broker at National Kennel Sales & Appraisals, knows that when it comes time to sell your business, a steady history of growth exponentially changes its value. In this pattern of industry growth, potential buyers look for businesses trending upwards.

“To maximize on business value and future selling price, revenue growth is crucial,” Teija advised. “We’re seeing double–digit growth in businesses that observe ‘best practices.’”

Teija pointed out three major benefits these growing businesses enjoy: 1. The owners are increasing their personal wealth while owning the business.

2. The business value continues to expand.

3. When it’s time to sell, the business will attract multiple buyers, driving the

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Even the healthiest business can expect

price up to its max.

If you're not growing in size at least 10% or above each year, here are the biggest culprits and ways to address them:

A LOSS OF

You're not appreciating how many clients you naturally lose each year through no fault of your own.

To understand exactly how many clients you lose, you should conduct a client retention exercise. Even the healthiest business can expect a loss of 30% of existing clients every year. Your clients may change jobs or move, and on top of that is the pet factor. Pets have a much shorter life span, so when a pet passes away or ages out of a service, you’ve lost a client and the corresponding revenue.

Therefore, you need to smartly acquire new clients to counteract this natural attrition and continue growing.

OF EXISTING CLIENTS

every year. Your clients may change jobs or move, and on top of that is the pet factor.

You're not appreciating how your market share is being attacked.

If your business has been open for

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Not enough phone lines to handle your increased database size.

Cell phones make calling your facility that much easier. Your average client calls to make a reservation, check on their pet, let you know they’re running late, etc. That means your call volume has increased. Has your number of phone lines increased? Every missed call is a missed opportunity, and so much of your business comes through the phone. Make sure you have enough lines and that calls are handled well.

Your new client calls are being mishandled. The days of “Would someone answer the phone already?!” are over for successful businesses. New client calls are the lifeblood of your business and need to be handled with care and expertise. Prospective client calls should be received by well–trained staff chosen especially for their skills on the phone. Not every member of staff is well–suited for the phone, and every mishandled call is lost revenue.

Establish consistent and effective phone protocols, and train your best staff candidates on how to turn prospective client calls into reservations.

Your business is not getting enough calls or the right type of calls.

Marketing today is very complicated.

It used to be as simple as placing ads in the phonebook. Now, you need to have a strong website and a robust yet cost– effective advertising plan. It’s so easy to waste precious advertising dollars in this competitive market. Although it

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more than ten years, you’re likely accustomed to being the main game in town.

This means you’ve had big waitlists on holidays. Now, pet parents have an abundance of choices. With the advent of such services as Rover.com and Wagwalking. com, pet care is only a few clicks away.

Additionally, large chains, as well as the pet parent’s family and friends, are silently stealing your prospective and existing clients.

PET BOARDING & DAYCARE

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PET BOARDING & DAYCARE

might seem subtle at first, the ability to determine how much is not enough or too much, and if it’s being spent effectively for your specific market and business, has a profound impact on your bottom line. It’s often the difference between thriving and failure.

Your prices are not keeping up with costs.

Of course you want to charge fees your clients will think are reasonable.

But do you know what your services are actually worth in today’s market?

Among other key factors, you’ll need to regularly examine your expenses, what you charge customers, and your occupancy to determine a healthy profit margin. Pricing is a fluid value that needs to be continually evaluated. However, adjusting prices has many moving parts that need proper handling.

Ultimately, your success depends on your willingness to objectively measure your opportunities, identify areas needing improvement and enact action plans. Don’t be afraid of change—success is a constantly moving target. n 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 her team members. Call Outstanding Pet Care at 1-888-735-5667 or go to www.OutstandingPetCare.com.

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PET BOARDING & DAYCARE

W

hen Chris and Meg Raimo opened Home Sweet Home Pet Care eleven years ago, they didn't know it would grow and diversify, and cat–a– pult them into an exciting new business venture. Home Sweet Home is a house– call pet care service that provides dog walking, pet sitting, and other services.

"We made some consistent observations about the cats we cared for when going into the homes," said Chris. "We found that, despite the fact that the cats were in their own environment, they were lonely. They might hide the first day we come in, but by the second and third day they were meeting us at the door. The cats were pining for affection.

That's when I started thinking about opening a cats–only hotel."

The more they thought about it, the more Chris and Meg became convinced

PET BOARDING & DAYCARE

33

“

We have individually themed

premium hotel rooms complete with room service and a variety of amenities. That way, the kitties can enjoy destination vacacustomers really respond to that.

“Weekend in Purris”

– Chris Raimo, Co-Founder of Happy Cat Hotel

Visit our website to see what other people have to say about the Prima Bathing System.

34

“

tions, just like their owners. Our

PET BOARDING & DAYCARE

that there was a real need for this kind of facility. They found a property, obtained all the necessary permits and zoning, and built a luxury hotel— exclusively for cats. In 2014, the Happy Cat Hotel & Spa opened its doors in Windsor, Connecticut.

"The interaction and enrichment that we give our guests while they are here completely trumps anything we could provide them in their home by visiting once or twice a day," Chris says. "We do not offer cat boarding in the traditional sense. We have individually themed, premium hotel rooms, complete with room service and a variety of amenities. That way, the kitties can enjoy destination vacations, just like their owners. Our customers really respond to that."

The accommodations are magnificent! Individual rooms range from a spacious 270 to well over 500 cubic feet in size. Guests can vacation in their choice of a Weekend in Purris, Mew Orleans, Diva Las Vegas, Waikikitti, Happy Cat

“Diva Las Vegas”

“Waikikitti”

Lounge and more.

For example, in the Bonsai Kitty Room, a cat can get in touch with her inner feng–shui. The soothing room is beautifully decorated with traditional Japanese art, and available upgrades include a sushi bar, bonsai tree trimming activities, and feline reiki sessions. And if your kitty is a sports nut, the Green Line Feline is the best room in the house. This room's south window overlooks Fenway Park! Batter up!

Each luxuriously decorated room has wall climbing systems, beds and hammocks, comfy furniture, toys, and more. The Happy Cat has a very open design with windows in every room and doors with glass fronts to allow lots of natural light into each room.

PET BOARDING & DAYCARE

35

The Happy Cat has a very open design with

windows in every room and doors with glass fronts to allow lots of natural light into each room.

The cats thrive when they have their own personal space, but they are never lonely. Team members interact with the kitties throughout the day. Brushing, playtime, and room service are all

36

included in their standard services. And, their staff is fully trained to care for any special needs of the guests—from administering oral medications, to giving insulin injections.

PET BOARDING & DAYCARE

"Our staff is pivotal to our success," Meg says. "For any business owner, their staff is a reflection of the operation, the brand, the ownership, and management.

It all goes hand in hand.”

"Everything our customers experience revolves around our staff," Chris continues. "From the way we answer the phones, to how we care for their cats, and how we see them out the door—taking their pet carriers and luggage to the cars for them."

The Happy Cat Spa has full grooming and spa services available to their guests and also offers walk–in services.

Appointments can be scheduled during the cat's stay, and then continue on a regular basis throughout the year.

The Happy Cat Rewards Club is very popular with their clients. Customers earn reward points on rooms, grooming services, and retail purchases - and they can be redeemed on any service or product the hotel offers.

Although word–of–mouth is the hotel's number one business builder, their website www.happycathotel.com draws

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Webcams allow the owners to watch their kitties during their stay. Everything is geared toward providing the owner a priceless gift - the peace of mind that their

cats are happy and are receiving the best care possible. many new clients.

"Our interactive website is invaluable," says Chris. "People have the ability to look at every room we have and see what 'destination' their cat would most enjoy.

They can punch in their travel dates and see the available rooms. Then they are

able to reserve the room that they have chosen. Owners can also make grooming appointments online. We work very hard to make our website easy to navigate."

New advances in technology enable Happy Cat to stay in touch with the owners. They regularly email updates and

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photos to the pet parents. Webcams allow the owners to watch their kitties during their stay. Everything is geared toward providing the owner a priceless gift—the peace of mind that their cats are happy and are receiving the best care possible.

"Our biggest advantage is the system we have developed," says Chris. "We work tirelessly to improve every part of our system to create a well–rounded, complete experience for our clients every day. Our business has really evolved, and we are on the precipice of exponential growth."

The Raimo's have a lot of innovative ideas in the works. They are in the planning stage of developing their own brands of pet foods and litter. And, one of their big goals is now a reality. They have started to franchise the Happy Cat Hotel & Spa. "Every successful element that we've developed with our brand and system is shared and trained with the independent franchise owners," says Meg. "Their startup can hit the ground running from day one."

Luxury destination accommodations, one–on–one attention, spa services, stellar customer care, and more...this feline oasis has it all purr–fected! n

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FACILITY

STOP CAGING DOGS

START

FENCING THEM IN WHY BOARDING CENTERS NEED

OUTDOOR ENCLOSURES

T

his is the time of year when pet owners go on vacation most often, and when they drive up to the front of a pet boarding center, they want to feel at ease that they are leaving their pet(s) in the arms of a trustworthy facility. Let’s be honest—appearance matters, and if a boarding center looks run–down, then it is likely that pet owners will make a U–turn and take their pet(s) somewhere else.

There are many reasons to install dog fencing around boarding facilities, including the improvement of animal health and wellness. Here is why fencing and outdoor time are important for dogs: Safety First Animals cannot be cooped-up inside all day. They need fresh air and an accessible area to stretch their legs and freely roam. However, animals do have a mind of their own and not all

40

dogs are calm and obedient. Some dogs may try to break loose and run away.

If dogs find a way out, then they could get lost or stolen. They could even be harmed by wild animals or other dogs.

Therefore, fencing in dogs is necessary for the safety of all animals. After all, pet owners trust caretakers with their animals while they are away—and they are responsible for all animals during their time at the facility.

Animal Wellness Dogs are at their maximum level of happiness when they are bonding with other animals that are just like them.

Dogs do not like to be isolated—it makes them uncomfortable, anxious and over all unhappy. Therefore, it is important to get dogs away from their cages and outside with other animals. When dogs play with other animals, they will become relaxed and capable to handle the time away from

PET BOARDING & DAYCARE

By Jennifer Smith

their families.

Here are some signs of a happy dog: • Wide, open eyes • Wagging tail • Relaxed mouth • Calm ears • Still body Animal Health According to a 2017 survey from the Association for Pet Obesity Prevention, 56% of dogs and 60% of cats were classified as overweight or obese. Inactivity of dogs can lead to consequences in health including kidney dysfunction, cancer, orthopedic disease and shortened lifespan. To improve health, pets need an open space to run and move their stiff joints. Installing a pet fence at the facility will ensure that dogs get at least the 30 minutes of daily exercise they need to stay healthy.

Strength building fitness routines can

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Strength building fitness routines can improve animal health and help dogs develop strong muscles. When building an outside play area for fitness, work with hills and incorporate fun training exercises.

6 inche s

improve animal health and help dogs develop strong muscles. When building an outside play area for fitness, work with hills and incorporate fun training exercises.

Fencing System Options Now that you know why dog fencing is necessary for animals, let’s discuss what types of fence are best suited for boarding centers.

• Chain-Link The most common type of dog fence on the market is the chain-link fence. While this type of metal fence is affordable, it is not flexible and can be difficult to install. Chain–link fences are chew–proof, but environmental

factors—such as heat exposure, rain and snow—eventually wear down the strength and appearance of the fence and create further problems for dogs including a mouthful of rust chips.

• In-Ground Wireless Fence In–ground wireless dog fences should never be considered. Electric dog fences work in conjunction with a shock collar, and when the dog moves beyond the center’s perimeter, the dog will receive a quick zap around his/ her neck. While these fences are not as unsightly as chain–link fences, they are inhumane and are not accepted by all dog owners. If dog owners learn that a center is using invisible dog fences,

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ON THE FENCE WITH FENCING?

they may be inclined to take their dog elsewhere for boarding. For facility managers, they will need to purchase wholesale shock collars for dogs for the system to work, and this can be costly.

Over all, this fence type is not a wise business decision for boarding facilities.

sways to prevent cats from climbing.

The bottom is made from a PVC–coated metal that stops both dogs and cats from breaking through the bottom of the fence.

Over all, cat fences are another great option for boarding centers.

• PVC–Coated Metal Fence PVC–coated metal fences are a happy compromise for facility owners looking at the option of chain–link fences. If you are considering chain– link, then you must want a strong, metal fence that is chew-proof and dig-proof. The PVC-coating will block attempts from chewing animals to escape through the fence. Because of its physical properties, PVC can help create a virtually transparent looking fence that will look great on any landscape. PVC–coated metal dog fences are easy to install and flexible.

Some facilities even offer catios, or outdoor cat enclosures. Cat fences are not only used to keep cats in, but to keep cats out! Stray cats may try to play or harm domestic animals, and the cat fence will stop them from reaching pets.

Most outdoor cat enclosures are made from a polypropylene material that gently

Pet fencing is a necessary addition to boarding centers for animal health and wellness, and will help owners feel at ease when saying goodbye to their furry friends. The appearance of a fence builds trust which is why choosing the right type of fence is important.

Pet centers with diverse types of dog personalities and energy levels will want to install a fence that will stand up to challenges from within the fence and the outside. n Jennifer Smith is the Marketing and PR Manager for Easy Pet Fence. Easy Pet Fence cares about the outside safety and wellness of animals, which is why they only offer humane outdoor pet enclosures for dogs, cats and backyard chickens. DIY fence from Easy Pet Fence is easy to install and will last up to 30 years in all weather patterns. EasyPetFence.com

NATURAL DOG PARK PRODUCTS™ When it comes to keeping play yards safe, secure and inviting there’s no better guide! “Boarding Kennels: The Design Process,” features color photos, helpful diagrams, blueprints, glossary and more!

Protect your fence from wind and lateral forces. This fence uses plantings for screening.

they must be strong enough not to bend. Like for a wood fence, horizontal members must be kept low and high to prevent acting as steps, providing a foot hold and aiding a dog in climbing the fence.

• MASONRY & CONCRETE

wind loads The building code identifies the local your specific area and the wind exposure loads for be designed for of the country. All fences should A fence is more these loads as a minimum guide. outside of the protected from the wind if located behind a building example, for wind, direct of path large trees, or swale, or where heavy vegetation, out in the open etc., help to break the wind. Those

144

Boarding Kennels: The Design Process

GET IT TODAY 148

Masonry is a good choice for an outdoor fence.

A split–face block and staggered or offset blocks are good choices too for sound absorption.

I don’t like to use masonry for kennel enclosures because it is very high maintenance. Masonry is porous and a finish must be applied and maintained unprotected are more susceptible to it isand where keep urine water from getting inside placed forces the being blown down. The lateral to Out–of–doors, wall. this is not as critical open–type as rain are substantial, even for an fenceaway willonwash any signs of urine. can pass like chain link, where some wind fence A masonry fence should cantilevered designed,fence as is through. In a wind storm, a be required, to prevent turn–over. easily need to standing six to eight feet high canThe wind load on a solid fence like of per lineal can be pounds 500–1000 substantial, and resist lateral forces this the footing mustjust in the wind. keeptostanding resist that load. The foot or more, betoable footing will prevent any dogs from tunneling out as well. The masonry voids, or cells, should be grouted solid with concrete and rebar that is turned into the footing and sized for the application intended as engineered.

Bond beams and control joints should be used according to the engineer’s design and local practices. The top of the wall should be tapered to shed water or melting snow. A cast–in–place concrete fence would use a similar structural design.

• PVC & PLASTIC In the last ten years or so, PVC and other type of plastics have been appearing in the fence industry. The biggest reason is low maintenance.

The surface can be in many configurations, even solid panels, which would be hard for a dog to scale.

Often, the sun will deteriorate or discolor certain types of plastics making them brittle.

Check with the fence company to be sure the material you choose will hold up over time.

As noted before, some plastic fences are reinforced by wood posts.

Wood fences, or wood used to reinforce a fence will deteriorate over time.

Boarding Kennels: The Design Process

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44

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PET BOARDING & DAYCARE

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HOW TO ADD

TO YOUR PET BOARDING

& DAYCARE BUSINESS TO INCREASE REVENUE

By Kristin Morrison

Are you looking for a way to expand your client base and increase

revenue without

adding expensive

equipment or startup costs? In-home pet sitting may be the answer.

46

Y

ou have probably already heard from your existing clients how relieved they are to have a place to leave their pets while they vacation or travel for work. With in–home pet sitting, you can provide that same peace of mind to owners whose pets may not do well in a traditional daycare or boarding environment.

Many Pets Benefit from In–Home Care

The sheer number of pets who benefit from in–home care may surprise you: • Older dogs, especially those with special medical concerns • Young puppies who haven't yet finished the full course of immunizations • Dogs with reactivity issues • Intact dogs who may not be welcome in a traditional kennel • Dogs dealing with separation anxiety • Households with pets of more

PET BOARDING & DAYCARE

than one kind • Cats, especially those that don't do well in boarding situations or in cities without many cat boarding options.

In–home pet sitting also appeals to pet owners who travel regularly.

Depending on the services provided by an in–home pet sitter, pet owners enjoy a double benefit; both their pets and home are cared for while they are away.

Many in–home pet sitters also water plants, gather mail, and keep the house from appearing obviously vacant while the owner is away. Clients with swimming pools or anything else at home that must be monitored or maintained while they are away also appreciate the convenience of an all–in–one service.

What In–Home Pet Sitting Looks Like

If you are considering adding inhome pet sitting to your service list, you

• Visit the client's home

• Walk or exercise in the yard

2-3 times each day

• Clean up after the pet

• Feed & water the pets

should be aware that there are two main categories of in–home care.

• In-Home Pet Visits In-home pet visits are perfect for dogs that need some care and companionship but do not have separation anxiety or special medical needs that require constant care. This is generally the type of in–home care most cats need as well. In these situations, an employee would visit the client's home 2–3 times each day for the duration of their trip. At each visit, they would feed and water the pets, take the dog for a walk or exercise in the yard, clean up after the dog (or for cats, scoop out the litter box), and administer any medication. Depending on the length of the client's trip, you might also be asked to water indoor and outdoor plants, check the mail, take the garbage to and from the curb, or turn on the lights at night for added home security while the client is away.

• In-Home Overnight Pet Sitting In–home overnight pet sitting requires more time from an employee as the pet sitter. Typically, overnight pet sitting hours are from 7pm–7am, although some clients might also want to include a mid–day potty break for dogs or even more care during the day. This is the ideal service for dogs with separation anxiety, puppies, or older dogs that need to be taken out frequently during the day and at night, or any pets with complex medical needs.

Your regular responsibilities will be very similar to in–home pet visits; watering plants, gathering mail, feeding and watering the pets, walking the dog,

• Administer any medication

and cleaning up any messes. Depending on the needs of the dog, you may not

be able to leave the home for more than an hour or two on any given day. This is

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The pet owners most eager to pay for an in–home pet sitter are those with dogs that are excluded from or are not a good fit for traditional boarding or daycare.

especially true of dogs that are anxious or destructive when left alone.

Is it Worth Adding In–Home Pet Sitting to Your Services?

You may be wondering if in–home pet sitting is worth the effort of adding a new service and training employees. Instead of serving multiple dogs at one time in a daycare or boarding situation, you would have an employee dedicating their time to just one pet family. But many pet care providers have found in–home pet sitting

to be lucrative enough to justify the time.

Pet owners love their "fur kids" and those whose pets require special attention are looking for quality in–home pet care—and are willing to pay accordingly.

Although some pet owners look for the least expensive option, many clients are looking for top–notch care. Professional pet sitters with reputable businesses and proper insurance can charge enough to earn a very nice income, and this income can be a good way to increase your overall bottom line.

The pet owners most eager to pay for an in–home pet sitter are those with dogs that are excluded from or are not a good fit for traditional boarding or daycare. Dog boarding, dog daycare, and kennel situations can sometimes make behaviors like reactivity and separation anxiety worse. These dog owners are often actively seeking a solution that allows them to have the same peace of mind while they travel that other pet owners get with quality boarding or daycare. They recognize the value of the service you

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PET BOARDING & DAYCARE

provide because they know their situation is unique and are willing to pay you well for this specialized service.

Ultimately, in–home pet sitting can be a significant source of additional income and allow you to serve a larger pool of clients.

Getting Started with In-Home Pet Sitting As a general rule, overnight pet sitting and in–home pet visits have incredibly low start–up costs. Thanks to your existing business, you may have everything you need already. I recommend new in–home pet sitters take the following supplies to each pet–sitting job: • An extra leash and collar (in case the client hasn't provided them) • A fanny pack or side bag for carrying client keys, dog waste bags, and treats on walks • Dog waste bags • Comfortable walking shoes • Treats (if your client gives you permission to give treats) • All necessary forms or paperwork (i.e., a service contract, a vet release, and a key release signed by the client).

sitting and visits may require.

Once you are ready to offer in–home pet sitting, start by notifying your existing clients first. It is very likely that some of your current clients will jump at the chance to have you or one of your employees come to their home instead—they already trust you and your pet business and know that you will take good care of their pets.

You may also want to offer a referral incentive for clients that recommend your in–home pet sitting services to their friends. Word–of–mouth recommendations are so powerful because people inherently trust personal recommendations more than any other form of marketing. If your current clients tell their friends how happy they have been with your boarding and daycare services, you will already be well on your way to a full schedule of

in–home pet sitting clients. n Kristin Morrison started and ran one of the largest pet care companies in California before she sold it in 2013.

She is also the founder of Six-Figure Pet Business Academy™, which provides coaching, webinars and online pet business programs to pet business owners.

She is the host of the Prosperous Pet Business Online Conference and the podcast called “Prosperous Pet Business.” Kristin is the author of multiple books for pet business owners including Six-Figure Pet Business and 30 Days to Start and Grow Your Pet Sitting and Dog Walking Business: A Step-By-Step Guide to Launch, Attract Clients, and Make a Profit.

Hiring in–home pet care providers to help accommodate all your clients' needs is a great option if your business is already full to capacity or if you are concerned about the time commitment in–home pet

and daycare magazine

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PETBOARDINGDAYCARE @BARKLEIGHINC

PET BOARDING & DAYCARE

49

ANIMAL HEALTH

MEDGIECNACYL EMER

U

nexpected veterinary care for the pets staying in your facility can really throw a wrench in daily operations.

Furthermore, running a pet care facility minus one employee can negatively affect the whole team. It is important to have an action plan in place when a pet is sick or injured so that your staff can act quickly and make decisions that help keep your facility running smooth.

Below are some useful tips.

Veterinary Partners Make sure you have a few veterinary partners in the event that one is unable to see a pet experiencing a medical emergency or unable to come to the phone to answer a question. You should ask your vet on record if you can have their cell to text them for advice and/ or send them pictures. And it is vital to have a vet on speed dial to help you and your staff make quick decisions.

Mobile Veterinarian You should also make an association with a mobile veterinarian. Having a mobile vet working with you can save time and money! Since many vets won’t take same–day emergencies, except the 24–hour clinics, having a visiting vet will keep your staff on site, you can avoid ER costs and clients will find it reassuring when they see that a vet will actually come to your facility when needed.

SHOULD YOU STAY OR

Should You Go ?

By Dr. Lisa Aumiller

50

PET BOARDING & DAYCARE

24-hour Emergency Clinic Negotiate with your local 24–hour veterinary clinic. Since you are a community partner and a local business, speak with the manager to see if it is possible to offer your staff a discount when you bring pets in and/or if they can offer you priority service so that you are not waiting hours for someone to look at the pet (and keeping you from returning to work.)

Pet Transport Service Finally, have a pet transport service available to transport a pet for you. Transport services will act as an agent on your behalf and take the pet to a hospital for you so your trained staff can stay at the facility working with your clients.

At Intake Your contract should have a statement indicating that pets will be given medical care if needed, even if the owner cannot be reached. Have clients indicate on their contract if they would approve veterinary care options that you provide on–site.

Have them initial that veterinary care will be an additional fee if they want their pet transported to their regular veterinarian, and there will be another additional fee for your staff ’s time. Most kennels that I work with will have the owner sign a medical consent form and have the client’s credit

card on file in the event there is a medical emergency so that the kennel does not end up paying for the veterinary care.

Action Plan Have an action plan in place and train your staff on implementing the plan. In the event of a pet emergency, does your team know the steps you want followed? An action plan can be very simple, and if you have a written plan that is easy to follow, it can help avoid the staff having to call the kennel owner/ manager every time an incident occurs.

Proper preparation for an emergency, implementation of your action plan, and having the correct contacts and partnerships can help save time and ease the experience of a medical emergency.

It will also leave owners feeling reassured

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.

that their pet is safe in your hands. n

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• Daycare Dismissal Forms

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Medications

52

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