Pet boarding and Daycare November December 2017

VOL 7 • ED 6

MARY'S

CAT VILLA Is Your Facility

TRULY AN

ENRICHMENT CENTER?

FIRST AID

In Your Facility

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Profile of Success

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STAFF PUBLISHER Barkleigh Productions, Inc.

and daycare magazine N OVEMB ER / DEC EMB E R 2 0 1 7

EXECUTIVE EDITOR Rebecca Shipman

CONTENTS

22

ART DIRECTOR Laura Pennington

PROFILE OF SUCCESS: PURRFECTION: MARY’S CATVILLA

SENIOR GRAPHIC DESIGNER Jenn Barraclough JUNIOR DESIGNER Jenny Thomas WEB MASTER Luke Dumberth

FACILITY

PRESIDENT Todd Shelly

FACILITY

FACILITY

32 PET BOARDING & DAYCARE

FIRST AID

32

32

48 in yOur FACILITY

PET BOARDING & DAYCARE

PET BOARDING & DAYCARE

FAnimal Health

Behavior 6

32

PET BOARDING & DAYCARE

PET BOARDING & DAYCARE

Pricing Your Services Are Your Paws on the Right Track?

How To Know If a Pet Consultant Is Worthy of Your Trust

Facility

1. KNOW THE PET

A basic exam should be done on the pet at the time of intake. Train your staff to ensure there are no medical red flags before coming in to the facility. Even ear infections could cause pain to a pet and result in a fight during play &time.

PET BOARDING DAYCARE

dial who can advise you, find one!

3. TEACH TRIAGE Triage is a skill your staff should learn. Upon discovering a pet is injured or sick, the team member should be able to perform a quick assessment of the pet to evaluate the degree of severity. Immediate attention is given to the animal's level of consciousness, airway patency, breathing, and circulatory functions (including pulse).

A secondary survey consists of an examination and assessment of the animal’s eyes, ears, nose, neck, chest, abdomen, back, extremities, rectal temperature and the procedures to stabilize and protect the animal from

44 Understanding Feline Heartworm 2. POST EMERGENCY NUMBERS

Shake, Rattle and Roll: Coping with Fearful Pets

Business 10 14

irst Aid means emergency care or treatment given to an ill or injured person or animal before regular medical aid can be obtained. Often, caregivers think first aid means patch up the problem and don’t see a veterinarian. This short sidedness can lead to medical neglect, accidental treatment mistakes, frustrated owners, and/or liability and money loss for your company.

In order to maintain a

You should know who the pet’s regular veterinarian is and have their contact information, have a mobile vet on call, have a transport or Uber that is pet friendly, and know the number for the ASPCA poison control. Always consult with your on-call veterinarian. If you do not have a veterinarian on speed

Industry News

good reputation for being a trustworthy, responsible

facility, these first aid rules should be followed: 48

52 Understanding Your Clients:

The 2017 Pet Owner Attitudes

& Usage Survey for Pet Services 60 Classifieds 60 New Products

PET BOARDING & DAYCARE

38 Fending Off Fire: Is Your

Facility Prepared?

4

PET BOARDING & DAYCARE

VICE PRESIDENT Gwen Shelly CHIEF OPERATIONS OFFICER Adam Lohr DIRECTOR OF MARKETING & CLIENT RELATIONS James Severs MARKETING COORDINATOR Alyx Robertson CONTACT General: (717) 691-3388 info@barkleigh.com Editorial: rebecca@barkleigh.com

(717) 691-3388 (ext. 225) Advertising: james@barkleigh.com

(717) 691-3388 (ext. 224) PET BOARDING & DAYCARE

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

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ANIMAL BEHAVIOR

COPING WITH

FEARFUL PETS

By Bernadine Cruz, DVM Blame it on being a veterinarian, but when I hear the phrase ‘Shake, Rattle and Roll’, I envision quivering cockers and trembling tabbies.

dmittedly there are pets that

ing eye contact, excessive lip licking,

cycle with each episode only confirming

truly seem to enjoy coming

whining, eliminating on the reception

what the pet already suspects…a trip

room floor, vomiting or growling.

to the groomer will assuredly result

to my office, so I don’t take these panicky pets personally. I would

in drowning or dismemberment by a

fully? Often it is a matter of less than

pair of scissors. Fear increases stress

their caregivers didn’t quake in their bob-

optimal early life socialization. Each

hormones, weakens the immune system,

by socks when they entered my hospital.

pet is unique and responds to their

and can also lead to aggression.

It is not just a visit to the veterinar-

environment differently. Puppies and

You can empower a pet to welcome

ian that can give rise to these seismic

kittens need gentle exposure to novel

original situations, people and other

displays; groomers, boarding facilities

situations, especially around 7 to 12

pets, by slow, gentle reinforcement of

or a trip to a relative’s home for the hol-

weeks of age. If they were ‘only children’

the behaviors you want. In particular

idays can also elicit the same reaction.

in a litter, had limited encounters

for dogs, don’t lord over them. Bending

Are these pets cowards? Do they have

with potentially unnerving situations,

over them can be intimidating. Get

bad owners? Do they just need a firmer

or had owners who (with the best of

down to their level, don’t grab at them

hand? Should the pets just ‘buck up’?

intentions) reinforced fearful behavior,

and avoid staring at them. Don’t force

These tremulous creatures are demon-

they may never grow into confident

them to do anything and, most impor-

strating fear. It can be demonstrated as

adult pets.

tantly, have patience with them and

panting when it is not hot, ears held tight to the head, tail between the legs, avoid-

6

Why do these pets react so fear-

however love it if all of my patients and

What is so bad about being timid and fearful? It can easily become a vicious

PET BOARDING & DAYCARE

yourself. Don’t expect great things, hope for good. Perfection is overrated. You

I won’t even lay a hand on

If the pet is

them. I will just chat with the owner. I’ll have them return as frequently as they can for ‘happy visits’. a hand on them. I will just chat with

best options are a consultation with a

the owner. I’ll have them return as

veterinarian, possible pharmaceutical

steps. I have found that if a pet is

frequently as they can for ‘happy visits’.

assistance and/or an appointment with

very nervous during an office call,

They come into the office, sit and relax

a board certified veterinary behaviorist

I will ignore them, sit on the floor

and get offered a treat then leave. The

or certified applied animal behaviorist.

and proffer yummy tidbits into their

positive response in their demeanor

carrier or near them as they cower

can be dramatic and swift.

aren’t perfect and neither are the pets.

Reward small incremental positive

next to their owner or under the exam

There are some situations when

How to have a well adjusted, confident pet? Tell your clients to start early, show gentle compassion, go

room bench. Treats are often bits of

compassionate cajoling and positive

slowly and consistently and when in

marshmallows, a touch of tasty canned

reinforcement are not going to work.

doubt, ask for professional help. n

food or other savory morsels. If the pet

This is not the time for brute force.

is extremely fearful, I won’t even lay

It will only make matters worse. The

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BUSINESS

M

PRICING IS IMPORTANT ected & OFTEN IMPORTANT PRICI NG IS negl CAN BE negl DANG EROUdS & ecte OFTEN

By Laura Laaman

CAN BE

10

DANGEROUS

PET BOARDING & DAYCARE

ost business owners in this industry open a pet care center because they enjoy being around pets. They look forward to happy pets and their owners.

But they weren’t trained or don’t possess the skills of a top Chief Financial Officer (CFO). They aren’t thinking, “Yippee; I look forward to adjusting our prices frequently to sustain and grow this company.” Therefore, pricing is not analyzed as often as it is with other businesses.

Consider your favorite coffee shop.

If it’s a chain, it almost certainly has the necessary talent depth and intellectual prowess to pay close attention to their costs (product, labor, overhead). Knowing their costs is the first step; understanding what their prices should be is the next step. The CFO works closely with the Chief Marketing Officer (CMO) to determine their competitive landscape and appropriate pricing. They also need to ensure the company demonstrates and communicates enough value to justify the new prices and differentiate themselves from lower–priced competition.

Unfortunately, a one, two, or fivelocation business can't afford a qualified, full–time CFO or CMO. But even small businesses need to implement these sound pricing steps to remain profitable.

As hardworking and dedicated as most owners are in this business, they don’t always have the expert financial acumen to run a truly successful business. The toll this deficiency creates is saddening; owners don’t create enough revenue to have a healthy business to pay themselves or their team members well.

Pricing Sends A Message To Prospects Proven CFOs and CMOs recognize that pricing communicates the position of their business in the marketplace.

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WHAT TO

CONSIDER

PRICING Number & Types of Enclosures Current Occupancy Competitive Capacity Company Reviews Business Model Market Demographics Offerings Location

Imagine going to a restaurant and seeing two cheeseburgers on the menu—one is $20 and the other is $15.

You'll make assumptions about the two burgers if there is no additional information included. You'll assume the more expensive burger is better.

How? Maybe larger, premium meat, or additional sides.

If you offer better quality care than your competitors but are priced lower, you'll create market confusion.

Humans, like dogs, are mammals, and we don't do well when confused. So it’s important that your pricing matches the quality of service and care you provide.

But wait; there’s more.

How Do I Know When & How Much To Raise Prices?

Determining the proper pricing for your company is complex. Products and services like pet care have elasticity

curves that are not linear. There is no simple mathematical formula to describe the relationship. Normally there are areas of relative inelasticity and other areas of relative elasticity. It's tough to test and know, particularly with services that are not totally commoditized, like pet care.

Therefore, it’s important to have proven experience, judgment, and analysis.

• Price Too Low: you won't have enough revenue, even if marketing and customer acquisition is working well.

• Price Too High: without appropriate service, branding, and reputation, you won't be able to attract, convert, and retain enough customers to stay in business.

Before adjusting prices, many factors need to be considered, including the company’s number and types of enclosures, current occupancy, competitive capacity, location and offerings, market demographics, company reviews, and

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overall business model.

In many cases, increasing the prices without corresponding changes in marketing, branding, and customer acquisition process may cause damage including loss of customers, market share, occupancy, profit share, and future sale price to the next business owner.

Will I Lose Customers Over New Pricing?

Almost every business loses customers every day, even if they do nothing wrong. Why? People move, no longer need the same service, and let’s not forget all the pet issues that can impede the need for your services.

So depending on the scale of adjustment necessary, you may lose clients. That puts a burden on the owner and marketing efforts to bring in enough new clients to compensate for natural attrition and those who are unwilling or unable to pay a fair amount. Since most small or mediumsized companies don’t have these capabilities, they don’t adjust their prices appropriately.

Some Necessary Steps Prior To Adjusting Pricing • Complete a thorough and comprehensive, competitive analysis • Compare your company’s position to competitors (size, offerings, brand) • Decide on new pricing • Ensure staff embrace the new pricing prior to release • Communicate the new pricing effectively to your customers Appropriate and profitable pricing is an important part of delivering quality care. I hope you make it a priority in your company. n If you’d like help determining and implementing effective pricing or help significantly increasing your revenue, go to http://www.OutstandingPetCare.com/ Contact

PET BOARDING & DAYCARE

13

ARE

YOUR

ON

THE

HOW TO KNO W IF A PET CON SULTAN T

IS WO RTH Y OF YOU R TRU ST

By Paula Mosteller

14

PET BOARDING & DAYCARE

Have Clear Objectives What are your concerns? What is the problem you need solved?

Are your concerns micro or macro?

Are you looking for one solution or a menu of ideas?

This is YOUR MOMENT! Make this about your needs. You should decide what your objectives are, not the consultant. A consultant should work with you to achieve your goals by reaching sustainable solutions. But remember, you need to act on these solutions.

Once you know your problem(s), consider the focus needed to address these concerns. Next, ask the advisor their process to assimilate and draw conclusions to this issue(s). Assessing, engaging and planning are crucial in reaching needed milestones.

Empowering success by helping lead your team will empower you to achieve and sustain your goals while building a winning culture.

The best formula for success doesn’t have to be complicated!

RENGTHS

Grow & sustain your operations by knowing your AKNESSES

RENGTHS AKNESSES RENGTHS

PORTUNITIES

HREATS

PORTUNITIES

John Sturgess of RetrieveOne Advisors it screams price gauging and is hard, if AKNESSES explains his Five Pet Care Business HREATS not impossible, to manage.

Essentials toPORTUNITIES help achieve your goals: • SWOT Analysis: Understanding 1) Pricing the Business aspects of your pet serHREATS Use straightforward pricing on vices business is key to grow and susproducts and services. People are not tain your operations by knowing your going to flock to your business because strengths, weaknesses, opportunities of your pricing structure. They are & threats. You will better understand coming for the quality customer serwins and losses in order to forecast fuvice and the trust that you’ve instilled ture results. Forecasting is key because in them in taking care of their precious this includes estimating future revenue pets. If they need to have a CPA to that allows you to calculate operating understand the metrics of your pricing, and capital expenses.

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C2002

T

he appeal of using a consultant in your business is undeniable. It seems so easy to have an expert come in, investigate your business practices and, like the flip of a switch, have a secret formula that guarantees success. After all, they look good and talk a good game.

What is this secret sauce that is worth the thousands of dollars they are getting paid? What guarantee is there, if any, and how do you know that they are not selling the same method to everyone they see?

I want to share some things I’ve learned and get some advice from some pet pros! Stay tuned to learn a few nononsense tips, a few ways to calculate and understand numbers and put a great strategy in place with some fresh ideas.

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• Yield Management & Pricing: Now that you understand your customers and influencers, the secret formula is to determine what they are willing to pay for your services. Part of this formula is to research data such as household incomes, competitive pricing, your service offerings, what do customers pay in similar markets nationwide, demand, etc.

Now, ask yourself, should I discount? Why & how? Are you trying to attract new business or retain existing business? Are you dealing with competitive pricing? What other factors are pushing you to consider lowering your prices? Where are you positioning yourself in the market?

For example, you may be offering a new service such as Grooming, so you want to build visibility by offering a New Customer discount. This is considered a marketing discount. But, if you are discounting Grooming because your competitors’ rates are lower, then this can be a slippery slope. You need to be disciplined by truly understanding your position and keep your pricing within this position. Remember that if you are positioned in the high-end market

and the competitor is mid-scale, then by dropping your rates, you could hurt perceptions by your customer base. As long as you are positioned correctly and your offering is consistent, stay within this segment financially.

2. Great Customer Service A smile and a warm hello are often more valuable to your business than any discounts or promotions. Remember that unlike selling tangibles, we are in an emotion filled business where perceptions mean everything. What is the first impression you give to your two-legged client; how do they perceive you? People are watching you closely, so make sure they like what they see!

Empowering success by helping lead your team will enable you to achieve and sustain your goals while building a winning culture. Part of this formula is knowledge and engagement in the following areas: • Customer Focus – Know who they are, what they want & how to build loyalty.

• Passion for Excellence – Best of Class processes.

• Development – Employee, process, training and growth.

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Customer Focus

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• Industry Expertise – Know your

business, industry trends and competitive analysis.

3. Cleanliness If you are picking up a car and the garage smells like oil, not a big deal. If you are picking up a pet from a smelly facility, that problem needs to be addressed yesterday! Make sure that your ventilation and cleanliness practices are sniff ready.

Use the right products for the job and don’t ignore those sensitive sniffers.

Development

Industry Exper tise

Carmen Rustenbeck of the IBPSA advises the way your facility looks and smells depends on your level of hygiene.

Develop a process of keeping your facility clean and sanitized at all times. Teach your staff to clean areas or report areas that need cleaning as they move through each area. Ensure that your employees know how to use the cleaning products correctly. And lastly, ensure OSHA compliance and infection control.

Mel Forbes with Health Technologies

always says “Sanitation is not a product but a process”.

4. Safety Safety and cleanliness go hand in hand, and many of your customers probably agree that a cluttered space is not safe for you or their pets. If the facility is in chaos and items are scattered or dirty looking, people will notice and likely never return. The perception is that important details that might not have to do with cleaning are not being addressed.

Make sure you don’t skimp on the cleaning or the training of your staff to be aware of animal behavior and safety.

The Dog Gurus, Robin Bennett and Susan Briggs, shared tips on best practices and standards for dog daycare safety: • Playgroup staff are trained to identify canine body language and know how to manage playgroups with positive, force-free methods to keep arousal levels low and the fun factor high.

• Dogs are physically supervised by a

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PET BOARDING & DAYCARE

staff member in the same room as the dogs at all times when the dogs are playing.

• Staff to dog ratio is 1 person to no more than 10–15 dogs, depending on the size of the dogs and the experience of the staff.

• Dogs have enough space to play (industry standard is 40–100 sq ft of play space per dog, depending on the size of the dog).

• There are less than two bites or fights per year requiring medical care to dogs or staff.

• Dogs with bite histories are provided private play space and are not put into playgroups (even with muzzles).

• Safe playgroups depend on a formal dog evaluation process and staff training programs. Additionally, there are known aspects of the design and layout of physical space and operating procedures that keep dog daycare safe.

5. Bottom Line If you do the basic steps above, you are well on your way to running a very successful business. However, there is a bit of number crunching that needs to happen to make sure you are not pricing yourself out of a career! If you can calculate a few basic areas like profits, expenses and the price of acquiring a new customer, that will help you determine if you are already on the right track.

Do you know the numbers to determine what your profitability is based on your overhead and expenses? Hopefully your profits are a higher number than your overhead. Subtract the overhead from the profits. Whatever the number is, whether positive or negative, will give you a good starting point.

Keep in mind that your rates need to be based primarily on your segment position with an understanding of your costs of doing business. Stay true to your position in the market so you can price your services accurately. Comparing rates to competitors within the same segment is an input to your final pricing strategy, but most important is that the rate you set for each service is profitable.

To Ask Yourself When You Are on the Hunt for a Consultant Does the consultant seem more interested in self-promotion and selling services than helping you manage your business?

Do the consultants offer the same thing to every client or have the idea that there is only one way to success in the pet industry?

Is there a large upfront cost without an understanding of the desired outcome and tactics to get there?

Is the consultant’s only industry experience from watching the customers they serve indirectly without day-to-day ownership or operation of a pet care facility?

Is the consultant’s method still incorporating out-of-date concepts?

For example, not adjusting the mindset to a digital world where people are more inclined to schedule online, use text and messaging vs calling for appointments?

Is the pricing/product and services method too confusing and complex to organize into a simple menu for your two-legged customers to understand or select online?

Can you accomplish the same thing by getting some advice from your peers and doing a little bit of the legwork yourself? Be your own critic by truly understanding your expertise.

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Understanding the Business Aspects of your pet services business is key to grow and sustain your operations by knowing your strengths and weaknesses so you can better understand wins and losses to better forecast future results.

Forecasting is key because this includes forecasting future revenue that allows you to forecast operating and capital expenses.

Good Consultant Attributes • Goal Setting. Your goals are unique and might be beyond simply wanting to make higher profits. A good consultant will ask about your lifestyle, how big you want to grow and expand and will help you to define a program to meet milestones to achieve goals. Questions should be based upon the Needs and SWOT Analysis.

will you have when you need it most? This should be discussed during the program assessment along with desired outcomes.

• Practical Business Model. A product and service model that is realistic for your location, demographic and resources.

• Perceptive Insights. A good handle on accounting, marketing, human resources, and business systems to give competent advice.

• Proven Reputation & Skills. A sound reputation and the skills necessary to point you realistically in the right direction for your business.

• Cooperative. A willingness to put your interests first to help achieve outcomes that are predictable and measurable.

• Real Work Experience in the Pet Industry. Take a look at what they have

Your business is a huge part of your life so choosing a consultant who is a true professional and will put your best interest ahead of their own is critical. Do your homework and make sure that anyone you choose is worthy of your business. n

achieved and if you want to achieve similar goals.

• Accessibility and Support. When the consultation is over, what kind of assistance

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PET BOARDING & DAYCARE

Thank you for your contributions: • The Dog Gurus – Off Leash Play and Business How-Tos: thedoggurus.com • IBPSA - Business resources and training and certification: http://www.ibpsa.com/ • John Sturgess Retrieve One advisors coaching@retrieveone.com 612-850-3433 Paula Mosteller is the co–founder of PetExec, Inc., a leading cloud based system for pet professionals to manage their pet daycare and related services businesses. With so many ways that technology is changing the way people interact, Paula is passionate about making sure that people learn smart and cost effective ways to manage these unique businesses. Paula also believes strongly that there are many ways for pet pros to achieve business success. After 11 years working with over a thousand pet business operators in different countries, Paula believes that people who care for and nurture the pets of this world are the best and brightest on the planet and is honored to continue to serve them.

PROFILE OF SUCCESS

By Kathy Hosler

22

PET BOARDING & DAYCARE

Nestled within the

picturesque countryside of Peka Peka on the

Kapiti Coast of New

Zealand is Mary’s Cat Villa, an exclusive boarding facility

catering to only cats.

T

Photos provided by Mary’s CatVilla

PET BOARDING & DAYCARE

he owners, Mary Bossley and her husband, Frank Simon, have been animal lovers for their entire lives. In fact, cats brought them together.

Mary had pets of all kinds when she was growing up, and became a member of a cat rescue group in Northern California in 2010. She also started her own pet sitting/dog walking business the same year.

In 1996 Frank founded an internet software company in Germany. He established a subsidiary in California and one in New Zealand as well. He brought his cats with him when he moved to California. When he went on business trips, he needed a pet sitter and that’s when he and Mary met.

They became friends and that friendship blossomed into a loving relationship. In 2015 Frank needed to go New Zealand to manage a project, and his fiancé, Mary, went with him. They found a house with plenty of room and a fair amount of land. Mary and Frank decided to expand on their love of animals by opening a boarding facility for cats.

In New Zealand, there are no governmental regulations in regards to

23

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running a cattery. The local council does require that you have a consent to run a business. It took only thirty days for them to get the consent permit. Once they had their location, they had to find a carpenter and work with him to draft the condo designs. They wanted to start small, with just sixteen private cat condos, a semi– community area, and an indoor/outdoor play space. But, they also planned ahead so that they would have the capabilities to expand in the future.

“In the United States it is easy to find someone who can design a purpose–built structure.” says Frank. “And, it’s easy to find a supplier for the cat condos—but not in New Zealand. The only way is to find a carpenter who can custom build everything for you.”

In New Zealand, there is a company called AsureQuality that inspects and

Although an average stay at Cat Villa is usually one to two weeks,

many cats anywhere from several months to a year. approves catteries and kennels. It is not mandatory and less than 10% of facilities go through the rigorous process, but Mary and Frank wanted their facility to have this certification—and now, they do.

26

The AsureQuality Pet Approval Programme inspects facilities to determine if they meet pre–determined standards of care and cleanliness, and then audits them annually. Things that they

PET BOARDING & DAYCARE

check for include: adequate space for each cat; facility temperature control; food storage and preparation; check–in and check–out protocols; and much more.

Everything was completed in a short two and a half months, and Mary’s Cat Villa opened for business in December 2016.

“After we launched our website, www.catvilla.co.nz, and did some Google and Facebook advertising, all of our condos were fully booked in less than a week.

We are already completely booked for next Christmas,” shares Mary. “We normally have a 30 to 70 percent occupancy rate throughout the year.”

Although an average stay at Cat Villa is usually one to two weeks, many cats stay long term, anywhere from several months to a year.

“We brought some Petzi Webcams with us when we came to New Zealand, and we have placed them in our condos,” says Frank. “That way, pet owners can talk to and see their cats and give them treats via Smart phone. It has been very popular,

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In New Zealand it is quite common for catteries to

have

community

area. That means that all the cats share one area in the daytime where they can play, and then at night they have their own personal condos. especially for the Kiwis (the name New Zealanders give themselves) who have a cat that is staying long-term.”

In New Zealand it is quite common for catteries to have a semi–community area. That means that all the cats share

28

one area in the daytime where they can play, and then at night they have their own personal condos.

“We find that because the semi–community area is a neutral territory, you rarely have issues with cats fighting or

PET BOARDING & DAYCARE

becoming aggressive,” Mary says. “Some cats are a bit shyer than others at first and prefer to mostly stay in their condos, but once they settle in and get used to their new environment, they enjoy coming out and socializing with others.”

At Cat Villa, the spacious private condos are 40”x48”x48”. And, in addition to the semi–community area, they also have an outdoor enclosure for their feline guests. They find that the cats really love being able to interact with each other, and also enjoy the sunshine, fresh air, and birds.

The most recent addition to the Villa is their new isolation area. As its name implies, it is separate from the main cattery and serves two primary functions; 1) if a cat comes in without its proof of vaccinations, it is placed in the isolation area until the documentation is received or, 2) if a cat should become ill while staying at the Villa, it will be moved into isolation.

“Some catteries offer individual rooms where a cat can have a 4’x4’x4’ kitty condo with an attached private

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their booking requests come via the online system or by email. The other 25% are made through telephone calls and about 5% are booked through text. outdoor enclosure,” says Mary. “We like that approach very much and we plan to extend our cattery. Our Phase 2 plans include erecting a building to house these individual accommodations.”

“Our website and the Facebook page are the most important channel to reach new customers,” Frank adds. “The website is a unique sales point for us. The potential customers can see that we run a clean and animal–friendly place.”

Between 60 and 70% of their booking requests come via the online system or by email. The other 25% are made through telephone calls and about 5% are booked through text. Frank’s 20 year experience with online marketing and e-commerce systems has been important to the success of their business.

Mary’s Cat Villa has been a joint venture for Mary and Frank, but they each have their special talents. “I take care of most of the day–to–day operations of the cattery,” says Mary. “That includes check–in/check–out, caring for all the cats, and managing the bookings.”

“I am busy with my internet software company,” Frank says. “But I still find time to take care of the Cat Villa website, keep on top of our social media and handle the bookkeeping duties.”

This special couple who were brought together by their love of cats have been able to expand that love by allowing the felines of New Zealand to experience purr-fection when they vacation at Mary’s Cat Villa. n

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FACILITY

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The term “enrichment center” is being used more and more frequently in the pet care services industry. As competition increases it’s become important to differentiate ourselves, and using the term “enrichment” is an effective way to do

E

that. However, most facilities aren’t operating as true enrichment centers.

nrichment is an active, conscious process with measurable, observable and unambiguous goals. It is the process of manipulating an animal’s environment to satisfy the animal’s physical and psychological needs.

Truly offering enrichment is complex, though certainly not impossible. That’s why my team and I have expanded on guidelines from the Association of Zoos and Aquariums and their categories of enrichment to create criteria for pet services facilities. We developed 7 pieces of criteria that help answer the question, “What is an enrichment center?”

1) Environmental Enrichment Devices When we put animals into captivity we need to maintain their biological behavioral health. The things we give them can play a role in maintaining that behavioral health.

Environmental enrichment devices (EEDs) are objects that can be manipulated by the animal. Natural EEDs include large and small branches, wood, wool, hay, and flowers. Manmade EEDs may include things like Boomer balls, tires, and Kong toys, or constructed items like puzzle boxes.

Natural EEDs are ideal as they can foster fixed action patterns true to the species of animals you are working with. How can you work natural EEDs into your own environment?

must create habitats that are reinforcing to the animal’s behavior.

To design an enriching habitat, get into the mindset of the animal you’re caring for. For example, dogs have an innate desire to eliminate away from the areas where they play, sleep, eat, and drink. That’s why you might notice anxiety, pacing, and other stress–induced behaviors in cramped environments with artificial turf where they can’t “do their business” in another spot.

Enriching habitats include a variety of surfaces. Usable space is more than

just flat land! Here are some ideas to get you started: • Sand • Grass • Wood • Water • Unlevel surfaces • Different elevations, like tunnels and above–ground jungle gyms • Tires • Stones for climbing on Habitats are complex in nature, but you can also have a lot of fun designing them. Be sure to involve your entire

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3) Sensory Enrichment Sensory enrichment involves offering the animals different stimuli that will engage all five senses. Making sure our environments tap into each sense also helps us ensure the animal is habituated and able to acclimate to change. Being outdoors often meets this goal naturally. For example, dogs in daycare might hear a helicopter nearby, see and hear a dump truck backing up, feel the sensation of wet grass on their bodies, and more.

Smell includes dogs and people, but also the odors we use on our toys, like deer urine and quail scent. Doglando dogs even know what chickens smell like, as we have them on our property.

For taste, you have tons of options.

Here are some of the tastes we use: • Sweet potatoes • Carrots • Beets • Frozen bananas • Blueberries Similarly, there are a number of ways you can incorporate touch into your enrichment center: • Collar grabs • Heat checks • Massage • Grooming routines A big part of sensory enrichment is the total sensory experience, or involving all of the senses in a single game or activity. Two good exercises are swimming and balance—these stimulate body awareness

and engage multiple senses at once.

Essentially, you want the pets in your care to experience, through all senses, different types of learning so that they are behaviorally richer.

influences behavior… and figuring that out is the fun part. We don’t know what the animals are thinking, but we can see and observe what happens as a result of the different types of food we offer.

4) Food Enrichment You can use food mindfully to onset behaviors like hunting, foraging, and problem solving. At Doglando, we might throw food into the lagoon or scatter it around trees. This doesn’t lead to fights, either. There’s no food aggression because we don’t withhold it—it’s just another part of the environment.

It’s important to offer different types of food, including: • Cold food • Room temperature food • Dehydrated food • Hidden food • Food scattered on different surfaces (varying elevations, textures, etc.)

You might be wondering how this

5) Social Groupings In the wild, social groupings look very different than they do for companion animals—dogs can hunt and mate (which is how social groupings naturally develop).

If we aren’t allowing for that, how do we meet this need for social grouping?

We have to carefully monitor groups and mindfully create conditions where the need for social grouping can be fulfilled. Understand that groups of dogs can stabilize and bring out the best in each other… or the exact opposite. Dogs learn proper play, impulse control, and cooperation when social groupings are approached with mindfulness.

Of course, safety is always paramount.

The amount of available space contributes

to safety, because animals can engage socially without feeling stressed, frustrated, or cornered. When an animal wants some alone time away from the group, they have that opportunity. We’ve never had a fight at Doglando, despite having so many dogs hunt, forage, and play together. The amount of space we have contributes greatly to this.

6) Behavioral Wellness and Conditioning Behavior is anything we can see, observe, and measure, and those observations remain unambiguous amongst the observers. When behavior is reinforced, the animal will continue to engage in the interaction and the behavior will maintain itself or increase in strength, duration, intensity, and frequency.

Behavioral wellness includes a well-intended, deliberate plan of action that is activated to enhance conditioning of an animal’s response to its environment.

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It’s not just your relationship with the animals, either. Staff and client relationships are just as important. All relationships take time and effort to maintain.

Conditioning is learning, and another aspect of enrichment is behavioral conditioning, which simply means anything an animal does that is observable, measurable, and unambiguous that was learned.

You can maintain behavioral conditioning (especially behaviors that are considered “manners” and “obedience”)

by making these things part of the animal’s life lessons. We want to give every dog that comes to us the ability to apply what they do at our facility to the real world. That’s why we do: • Crate exercises • Preparation for veterinary exams • Gate exercises, like waiting at the gate • Grooming

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Our enrichment program’s efficacy is measured to enable and enhance each dog’s behavioral health, promoting behaviors that prepare the learners to be ready, willing, and able to participate in a range of different exercises and activities. The continued practice of these behaviors provides our dogs opportunities to advance in the real world, at home, at the groomers, at their vets, and most of all as healthy members of our society.

7. Relationships You can’t have an enrichment center without relationships. And, those relationships have to be maintained. The definition of a relationship includes the number of positive interactions amongst living beings over a period of time.

It’s not just your relationship with the animals, either. Staff and client relationships are just as important. All relationships take time and effort to maintain. Most importantly, relationships require ongoing contributions.

Truly offering enrichment involves constant learning, mindfulness, adaptation, and maintenance of the relationships you’re working so hard to cultivate. When you approach it this way, you’ll realize that it’s just as enriching for you as it is for the dogs. n Teena Patel (LLA, CPDT) is founder of the University of Doglando, a 3.5-acre canine enrichment center in Orlando.

She has earned a national reputation for her innovative approach to training and dog care, and now consults around the country on her philosophy of enrichment, education, and improving dogs’ behavioral health. She is passionate about education and elevating the level of care the industry provides to dogs and their humans, and loves hearing from dog daycare owners around the country. Feel free to reach out to her at teena@doglando.com.

FENDING OFF FIRE IS YOUR FACILIT Y

PREPARED?

By Tammy Higgins

You think about it, but it will never happen to you. The scary, dark things happen to others.

Not others we know, certainly, just others.

Until it does. It happens.

The darkest, scariest thing does happen—to you or to someone you love and respect.

38

L

enny Zannin, owner and trainer at Breakthrough K9 Training, received that dark news in April of this year when friends he admired in the kennel/boarding industry faced the tragedy he had always personally worried about; fire. A blaze ripped through his friend’s home and took the lives of the owner’s 27 training dogs. They ran a rehabilitation center, and their personal dogs were the pack that helped clients’ dogs recover.

Luckily, help came swiftly enough so that the fire did not have the opportunity to spread to the fifteen dogs being boarded for training, a comfort in the face of devastation.

“Fire has been my worst fear,” says Zannin. “I always worried that a fire would start in my house when I wasn’t home, and it would take my pets.”

Now that he boards the animals of others, it has become an even greater

PET BOARDING & DAYCARE

concern. He had already secured his kennel structure with climate control, CO2 detection, and security devices to protect his animals. However, after the loss his colleagues faced, he had a renewed mission to protect his kennel from fire as well. “I started by searching fire suppression systems. There was so much to learn and sort through and costs to consider”, he explained.

Zannin found himself in a place many kennel owners, large and small, might find themselves—not knowing where to start. John Woods, Battalion Chief in the York Area United Fire and Rescue Department in York, Pennsylvania, recommends knowing the national codes. “The NFPA (National Fire Protection Association) is a great resource to educate yourself about what the minimum national standard even is. Every state or municipality may have their own requirements, but the NFPA’s

Standard on Fire & Life Safety in Animal Housing Facilities It’s important for business owners to know the code to protect themselves not only from the emotional

150

devastation that comes from fire, but from legal repercussions as well.

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consensus code sets a standard of care that is best practice for folks to follow.”

Woods explains, “NFPA 150 is a code that covers kennels, boarding facilities, vets and stables. It was developed after a series of terrible stable fires and has been revised to include any boarding business to protect the animals and the people taking care of them. It’s important for business owners to know the code to protect themselves not only from the emotional devastation that comes from fire, but from legal repercussions as well.”

Any boarder must adhere to the codes issued by the municipality in which they reside. However, it is helpful to understand the levels of protection available, and the costs each entails before navigating local requirements. Owners may find themselves wanting to do more than the local code requires in order to protect themselves, their business and, of course, the animals they care for.

The most basic level of fire protection is simple detection. With a detection level system, an owner is installing a smoke alarm (detector).

Some alarms are individual devices sounding in the affected room only.

Some systems, however, can be interconnected, so when activated, will sound all devices within the structure.

The drawback to this type of system is that when fire strikes, someone must manually notify the fire service. In the boarding business, if animals are alone at any time during the day and alarms are not heard, this can be catastrophic.

Some smoke alarm systems work in conjunction with a third-party security company. In this case, there is the added benefit of immediate notification to the fire service which reduces response time for help.

The next level of protection to consider is adding suppression to an alarm notification system. Sprinkler systems eliminate the spread of fire

during response time as they suppress the fire upon detection. Sprinkler systems come in both commercial and residential options. The biggest differences to consider between these types of systems come down to water supply and cost.

Traditional commercial sprinkler systems, installed in the ceilings of a structure, aim to protect both life and property. This type of system requires a direct connection to a fire main and possibly a fire pump. The benefit of this system is that it provides complete fire suppression within the building and installation may reduce insurance premiums. The drawbacks include the cost required to connect to the infrastructure of a municipality, the installation of piping that may be needed in a pre–existing structure, and costs for a third–party alarm company to monitor the system.

Residential sprinkler systems require less water pressure than commercial systems, but still require the piping infrastructure of commercial installations. These systems emit less water upon activation and do not last as long. They are designed to get people out of a building and to protect firefighters from flashover situations.

A newer sprinkler system technology developed in the United Kingdom is now being used in the U.S. It can be applied both residentially and commercially and, instead of an overhead installation, a wall unit or faucet mount is used. It utilizes a fine water mist that requires less water pressure. The system can run in any building that has enough pressure to run a sink or flush a toilet. This system comes with built–in notification to the owner’s cell phone and to emergency services as well. The benefit of this system (in addition to those of other sprinkler systems) is the ease of the installation; it takes less space and does not require the costs of connecting to a fire main.

Lastly, in rural buildings that don’t have their own water supply or cannot be connected to a water main, a personal protection system is another option. It can be installed in each room to provide sprinkling protection for an occupant until help arrives. It is a portable system that stands alone with its own water tank and pump. It was originally designed as a compact unit for those who are infirm and unable to exit a building on their own, but serves the same purpose for animals that are crated and have no means of escape during a fire.

“I went with a fire mist system because of my location,” states Zannin of Breakthrough K9. He explains that because of the acreage of his land and his distance from the water main, hundreds of feet of pipe would have been required, and in the end, the entire project was entirely too cost prohibitive for him. It provides the protection and the peace of mind he wanted for his business, his dogs and especially their owners who entrust them to his care.

“Now I can monitor my kennel’s climate, security and fire protection right from my Droid.”

PET BOARDING & DAYCARE

Questions to Consider When Deciding Which Protection System is Right for You & Your Business: What are the codes in my municipality?

If my local codes do not require a fire protection system, do I want to consider meeting the nationally established standard of care?

Are my animals ever unattended, causing a breakdown in notification if my fire alarm system is not hooked to a third-party security company?

Where is my structure(s) located in relation to public water main supply? What would my municipality require to connect to such a supply?

Do I have new construction or an existing structure?

41

Unfortunately, sometimes the worstcase scenario for kennel and boarding owners happens. It happens more often

than most animal caregivers may like to believe. However, the right fire protection system can empower owners to be

prepared for, and hopefully avoid, the darkest, scariest things all together. And that helps owners, and the pets in their care, rest a whole lot easier. n Plumis, Inc. is the developer and manufacturer of the award winning, Automist Smartscan, a revolutionary device creating the ability to address fires more effectively and efficiently.

Once activated in response to the onset of a growing blaze, Automist’s scanning technology seeks out the fire with its unique pivoting sensor and water-misting nozzle arrangement. When the source of the fire is established, a powerful and targeted spray of water mist from a domestic water source is directed, suppressing it rapidly and with 90% less water damage than with traditional sprinklers. To learn more, visit www.plumis.com or contact Erin Schmidt, Business Manager 717-887-8921 erin@plumis.com

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By: Michael Fleck, DVM Heartworm Disease in the canine has been well documented and, until recently, has been seen exclusively in the domesticated dog and caninerelated species. Only in recent years has there been mutation of Heartworm, allowing the disease to be transmitted to other species, primarily cats

I

n all Heartworm infected pets, the mosquito is the vector that

Canine pet owners recognize the

infected, unlike the canine, there is no effective or safe treatment currently

threat of Heartworm disease and have

available and the mortality rate for feline

their dogs tested annually, followed by

Heartworm Disease is very high. The

the administration of monthly preven-

American Heartworm Society and The

tion in the dog results primarily from

tative medication. Without prevention,

Heartworm Symposium predict that

disruption of heart and liver function

their pet may become infected and even-

10% of all new Heartworm cases will be

or from anaphylactic reactions. The

tually die from the disease if untreated.

in the feline. They also have shown that

pathology of Heartworm infection in

Fortunately, the current treatment for

25% of Heartworm infected cats reside

the cat is very different from the dog.

Heartworm infected dogs is very safe

exclusively indoors.

In the feline, the larvae of Heartworm

and effective, resulting in most treated

To prevent transmission of

migrate to the blood vessels in the lungs

dogs surviving and living normal lives.

Heartworm in cats, the practice of

transmits the disease from one

infected animal to another.

Pathology from Heartworm infec-

where it transforms to an adult worm,

44

Disease or “HARD.”

As a result of Heartworm disease

administering monthly preventative

resulting in lung disease rather than

being a relatively new feline issue, the

medication, similar to Heartworm

heart disease. The damage to the lung

general cat owner may not even know

preventative medication administered

in cats infected with feline Heartworm

that Heartworm can be transmitted

to the dog, is an absolute must.

is so specific that pathologists describe

to cats. What adds seriousness to

Currently, debate exists within the

it as Heartworm Associated Respiratory

feline Heartworm Disease is that once

veterinary community on the need for

PET BOARDING & DAYCARE

Since Heartworm

testing before scripting preventative

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meds. Consulting with a veterinarian

parasites. In addition, if clients are not

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preventative to their dogs and cats, you

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should explain to them why they should.

by mosquitoes, insect and pest control

that they favor.

Feline Heartworm Disease is only one of many new and existing diseases

Since grooming salons and boarding

forcing the pet professionals to keep

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abreast of pet health news as well as

have high priorities,

of cats in recent years, the emergence

establish or update safety protocols. The

of contagious feline Heartworm

emergence of Heartworm Disease in

especially if your

Disease provides opportunities for pet

the cat has triggered an opportunity to

business is located

professionals to review and update their

remind pet professionals that they are a

guidelines in preventing Heartworm, as

significant resource for pet health news

well as the transmission of all contagious

in their community. n

programs should

in warm and humid weather regions with numerous lakes and retainer ponds.

46

Heartworm preventative medication

diseases. Since Heartworm disease is transmitted by mosquitoes, insect and pest control programs should have high priorities, especially if your business is

and daycare magazine

located in warm and humid weather

PETBOARDINGDAYCARE

regions with numerous lakes and retainer

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ponds. These bodies of water can serve

PET BOARDING & DAYCARE

Don’t let your client’s best friend get sick.

Introducing the Nobivac® Canine Flu Bivalent vaccine • Protection against Canine Influenza Virus (CIV) H3N2 and H3N8 in one vaccine1 • 2-in-1 coverage offers safe, up-to-date protection1 • Monovalent CIV H3N2 and CIV H3N8 vaccines are also available

When to vaccinate • Vaccinate puppies from 7 weeks of age with 2 doses administered 2 to 4 weeks apart • Annual revaccination with 1 dose is recommended

Reasons to vaccinate • Keep pet parents happy by sparing their pets from annoying cough attacks • Protect dogs under your care and in the community from highly contagious CIV • Prevent outbreaks in your practice and boarding facility Nobivac® Canine Flu Bivalent - Convenient CIV H3N2 and H3N8 Protection in one dose

DON’T WAIT, VACCINATE WWW.DOGINFLUENZA.COM Ask your Merck Animal Health representative for details!

Reference: 1. Nobivac Canine Flu Bivalent [product label].

Madison, NJ: Merck Animal Health. ®

Essential protection for essential bonds Copyright © 2016 Intervet Inc., d/b/a Merck Animal Health, a subsidiary of Merck & Co., Inc. All rights reserved. US/NCI/0816/0047

FIRST AID in yOur FACILITY By: Dr. Lisa Aumiller

F

irst Aid means emergency care or treatment given to an ill or injured person or animal before regular medical aid can be obtained. Often, caregivers think first aid means patch up the problem and don’t see a veterinarian. This short sidedness can lead to medical neglect, accidental treatment mistakes, frustrated owners, and/or liability and money loss for your company.

In order to maintain a good reputation for being a trustworthy, responsible facility, these first aid rules should be followed: 48

1. KNOW THE PET A basic exam should be done on the pet at the time of intake. Train your staff to ensure there are no medical red flags before coming in to the facility. Even ear infections could cause pain to a pet and result in a fight during play time.

2. POST EMERGENCY NUMBERS You should know who the pet’s regular veterinarian is and have their contact information, have a mobile vet on call, have a transport or Uber that is pet friendly, and know the number for the ASPCA poison control. Always consult with your on-call veterinarian. If you do not have a veterinarian on speed

PET BOARDING & DAYCARE

dial who can advise you, find one!

3. TEACH TRIAGE Triage is a skill your staff should learn. Upon discovering a pet is injured or sick, the team member should be able to perform a quick assessment of the pet to evaluate the degree of severity. Immediate attention is given to the animal's level of consciousness, airway patency, breathing, and circulatory functions (including pulse).

A secondary survey consists of an examination and assessment of the animal’s eyes, ears, nose, neck, chest, abdomen, back, extremities, rectal temperature and the procedures to stabilize and protect the animal from

further harm. All animal caretakers should have the ability to perform a baseline physical exam.

• • • • • • • • • • • • • • •

4. HAVE A FIRST AID

KIT ON HAND

Having a well–stocked first aid kit at any animal care business is imperative. And it should be used under the guidance of your veterinary partner until you can get the pet seen.

Important Items to Be Included in a First Aid Kit • • • • • • •

1" and 2" adhesive tape 2" roll gauze (for muzzle) Gauze pads Telfa pad Vetwrap Rectal thermometer Chlorhexidine or povidone iodine (antiseptic) for wound flush

Elizabethan collar Eye wash (saline in a squirt bottle) Isopropyl alcohol 3% hydrogen peroxide Scissors Cotton balls and pledgets Blanket with heat pack Petroleum or K-Y jelly Ice pack Activated charcoal Tweezers Clotisol Styptic pencils Stethoscope A needle or two

Great Meds to Include in Your First Aid Kit • H202 (5ml / 1 tsp per 10lbs every 15 min for up to 3 treatments. Do not exceed 15 ml total each time.)

• Benadryl 25 mg (1 mg/lb up to every hour)

• • • • •

Pepcid AC 5 Yunnan BaiYao Activated Charcoal Epi pen A few cans of ID or similar bland diet in case of diarrhea or GI emergencies.

Ask your vet on record to set up a first aid training session for your staff.

Most animal caretakers are thirsting for knowledge! n 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.

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Sample Health Report Card ____________________________________’s Report Card Last Name ______________________________________ Examined By_______________________ Date: ________

VACCINATION PROGRAM ___ ALL OK ___ DUE q Distemper/Parvo

q Lyme

q Bordetella

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

q Rabies

q Rattlesnake

q Flu

q Distemper q Leukemia

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

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

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

EARS q No problems found q Inflamed q Itchy

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

q No problems found q Breathing too rapidly q Coughing

q Breathing difficulty q Congestion q Other: ________________

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

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

URINARY/REPRODUCTIVE SYSTEM NOSE & THROAT q No problems found

q Nasal discharge

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

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

WEIGHT: _____ lbs q Normal range q Too heavy

q Too thin q Recommended weight: _______

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

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

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INDUSTRY NEWS

58% 45% 23%

21%

8% 5%

YOUR

CLIENTS THE 2017 PET OWNER ATTITUDES & USAGE SURVEY FOR PET SERVICES

By Carmen Rustenbeck

A

s the pet industry has

“why”? Why do pet owners make those

caretakers of their pets. Most owned

grown into a multi–billion

spending decisions?

at least one dog (80%), and a majority

dollar industry, not

owned at least one cat (64%). Most dog

surprisingly so, has also grown the

make certain spending decisions, specifi-

owners had just one dog (57%), and

number of reports and industry surveys

cally regarding those trends and attitudes

most cat owners had just one cat (57%).

related to how much is being spent on

related to pet health and pet away–care,

The following reveals more about who

pet-related services. This much on pet

the International Boarding & Pet Services

they are, the pet services they use, and

food. That much on pet grooming. This

Association (IBPSA) commissioned a

why they do so.

much on veterinary care. That much

survey of 652 U.S. pet owners about their

on pet boarding. The “how much”

experiences with veterinary, pet board-

certainly provides key industry insight,

ing, and pet-sitting services.

and those big numbers are always a point of interest, but what about the

52

To better understand why pet owners

All survey respondents owned at least one pet and were the primary

PET BOARDING & DAYCARE

Demographics Respondents sampled were selected to match the overall national population of adult pet owners and were further

ADULT PET OWNER POPULATION WHEREABOUTS

52 % GEN XERS

MEDIAN INCOME

50,000

$

BORN BETWEEN 1965-1982

99,999

TO $

BOOMERS

21%

MILLENNIALS

21%

MADE OVER

AGE DEMOGRAPHIC

$100,000

identified by generation. Over half

LIVED IN

SUBURBAN

AREAS

33% URBAN AREAS 22% RURAL AREAS

While the selection of respondents was

1982-1996.

Most of the respondents lived in

of respondents were Gen Xers (52%),

45%

25% BABY

controlled for age, gender, and region,

defined as those born between 1965

the South (35%), with about a fifth

they also represented a variety of

to 1982, a quarter were Baby Boomers

of respondents in each of the other

incomes and backgrounds. The median

(25%), defined as those born between

three regions: Midwest (23%), West

household income was $50,000-$99,999,

1946-1964, and a fifth were Millennials

(22%), and Northeast (19%). Half of

but 21% made over $100,000 a year.

(21%), defined as those born between

the respondents were women (50%).

Most were currently married (60%).

Most pet owners were white (85%),

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Hispanic (9%), or African-American (5%). Most lived in suburban areas (45%), followed by urban (33%) and

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Veterinary Care Most pet owners surveyed reported

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or clinic in the past (53%). Of pet own-

erinary visits (88%), and half had taken their pet to an emergency veterinarian ers who had been to a veterinary clinic or hospital, most had taken both a dog and a cat at some point (36%). The top reasons for choosing a particular vet-

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erinary facility were overall reputation (47%) and friendly/helpful staff (46%).

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Top-ranked considerations for selecting

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PET BOARDING STATS 49 % PET OWNERS

OF

BOARDED THIER DOG IN THE PAST

a clinic or hospital were staff seeming to care about their pet (#1), overall reputation (#2), and cleanliness (#3).

32%

BOARDED THEIR CAT

the facility explain the requirement’s reasoning (93% compared to 82% of other respondents).

Pet owners who regularly visited veterinarians were more concerned about the health of their pets overall.

They were more inclined to confirm vaccination requirements at boarding facilities (83% compared to 70% of other respondents) and to have had

Pet Boarding Half of pet owners had boarded their dog in the past (49%), while cats were boarded less frequently (32%).

Dog owners who boarded their dog were also more likely to also make

64%

OF

BOARDERS

WERE MALES

regular visits to a veterinarian (97% compared to 83% of those who did not board), and nearly twice as likely to have visited an emergency veterinarian or clinic in the past (67% compared to 39% of those who did not board).

Boarders were more likely to be male than female (64% versus 36%), live in an urban versus rural area (40% versus 17%), and be married and living with a spouse (65% of all boarders).

The top considerations for selecting a facility were safety and security (44%) and overall reputation (43%). Most pet owners used boarding facilities that required certain vaccinations before taking in pets (76%) and, of those that did, most explained the reasoning (88%). Eight out of ten respondents said it was very or extremely important to them that a boarding facility required all visiting pets to be vaccinated against infectious disease (80%).

Pet owners who had boarded both dogs and cats in the past demonstrated greater vigilance in selecting a facility or pet sitter and had greater awareness of pet sitter finding apps. Half of such boarders said certification and training was very or extremely important in a pet care provider (58%), compared to 24% of all other pet owners.

Pet Sitters Most pet owners had a family member, friend, or neighbor take care of their pet while away (71%). A few

56

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respondents did not travel at all or at least not without their pet (18%), and they were more likely to be female (73%) and live in a rural area (39% versus those living in other areas). Most pet owners discovered their pet sitter by recommendation of a family member, friend, or neighbor (66%).

Pet Sitter Apps Only a minority (38%) of participants had ever heard about finding a pet sitter through an app on their phone. And only 31% of pet owners reported they were very or completely likely to use such an app.

The Top 10 If you consider no other numbers from this survey, do take note of these.

The following are the top 10 reasons survey respondents chose a particular pet care facility to care for their pets.

1. Safety and security (44%) 2. Overall reputation (43%)

3. Convenience (39%) 4. Price (38%)

5. Recommendation by someone you personally know & trust (38%)

6. The facility is certified (35%)

7. The facility is part of a veterinarian practice (32%)

8. The personnel at the facility

are educated and trained to care for pets in case of an emergency (30%)

9. The facility has a veterinarian on call (29%)

10. You toured the facility and were impressed (28%)

How do these numbers help you understand your client? In a nutshell, this data shows that pet owners care about what your pet care service is doing to keep their pets safe and healthy. Is your facility safe? Is your staff trained and certified? They’re

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paying more attention to what you do versus any initial mobile app convenience of how to find you and that’s why they spend their money with you. n Carmen Rustenbeck, Executive Director & Founder of the International Boarding & Pet Services Association (IBPSA), has been involved in non-profit work for over 20 years and active in the pet care industry since 2004. Carmen is committed to building a member– centered organization that promotes business education, best practices, and strategies for helping our industry reach its full potential for the safety of pet clients and staff, and for the financial future of our members. For more information, visit www.ibpsa.com.

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Food

HOUSE OWN

AM:

Lunch:

PM:

Amount/type provided:

Treats:

YES

NO

Special instructions:

Medications Pet name:

YES

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DAY

AM

NOON

PM

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NO

YES:

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