In my talk at ClickerExpo last year on "Growing Your Business", I spent some time orienting people to the principles of 'Value Leadership'. Those of you who heard that talk should keep reading but everyone else may be a bit lost (apologies). In any event, to jog memories, one of the points of the talk is to recognize that a business must clearly choose the value it wants to deliver to target customers. Some choices lead to a decision to pursue a strategy of Lowest Total Cost and other choices lead you to a strategy of Product leadership. Just as importantly,in a market where competitors are not clear about the value they are delivering to customers ,or where all the choices seem to be at one end of the spectrum , you can be sure that sooner or later someone will figure out that there's a sizable underserved opportunity in the gap and move to fill it. Their success will spawn competition, maybe even on large scale.
We're now seeing this dynamic play out in the pet boarding and day care business. Historically, the vast majority of doggie day care and boarding facilities have delivered a plain vanilla, utility service at a low nightly rate. But to be frank,even today it's a safe bet that the vast majority of pet owners do not say that their boarding facilities rank high on their list of "good deals". Among other things, the price seems high for what is delivered. The bottom line is that many pet owners are reluctant, rather than enthusiastic, customers of a boarding kennel.
So the market has responded. One of the reponses was written about in the NY Times , 'A Dog's Life Upgraded'. (online access at NY TimesSelect). The piece documents the emergence, across the country, of higher end boarding facilities that cater to pet owners who want a great experience for their dogs while away from them. These customers are not looking for an adequate or safe or convenient experience. That's insufficient. These owners are looking for an experience that will make sure their dog has at least as good a time on vacation as they do.
Where are some of these places? LA or Manhattan, only right? Nope. Try New Germany Minnesota (Top Dog Country Club). Or Madison Wisonsin's Club Bow-Wow. How about Mazzus Canine and Feline Hotel in Philadeplphia, or the Holiday Barn Pet Resorts in Richmond, VA. Then there's steel town's Pittsbughh PA, Cozy Inn Pet Resort and Orchid Spa. And of course, as you might expect, Canyon View Ranch near Malibu CA.
What's next? Many of these places are one or two locations, but I would expect investors to make money available to entrepreneurs who can expand their business models to multiple locations ahead of imitators. If you are delivering a new level of value but already understand how your business model profitably delivers that, then you have a big advantage over anyone else. Seriously consider going ahead and replicating your model's success in new location (s).
Petite Pet Inn
Hi Aaron wow your business sounds amazing,I'm sure lots of little dogs would be coming to you if they knew about it...I'm in England, if your business was here you could contact all the small dog breed clubs to get on their websites and advertise with all the breeders too.Would that work in America? Also could you go to a large dog show and hand out info to all the small breed people? Also a lot of people who have larger dogs at shows may have small dogs at home...I'm one of these people...so maybe looking through the USA Dog World yearbook or equivalent at all the ads would maybe give you some leads (excuse the pun)...most people advertise under their main breed, which may be large, but under the main ad it may say they also have/breed...maltese,pugs etc...so this may help publicise your wonderful facility...word of mouth is a great thing here,is it the same there? Have you contacted the companies who make all the little dog fashions and accesories...maybe mutual recommendations would help?Don't know if this is of any help to you,maybe you've already done these things...I do know if your facility was in the UK I would be beating down your door...best of luck... kind regards from UK.
growing
How would one go about Educating the owner of a tiny dog that a new Luxury facility designed just for them is now open. I own a Luxury facilty in Richmond, Va. called Petite Pet Inn & Spa. I've done quite a bit of advertising but it doesn't seem to be enough. Small dog owners are still having a hard time finding out about me. We only board dogs 25 lbs or 13" and under. Our facility is a one of a kind in the area. our prices include all the extras including a massage everyday, daycare all day in a luxurious lounge with potty breaks every 2 hours in a landscaped yard complete with a sail boat to climb on. We give dogs ettiquite lessons everyday, and have 24 our supervision as well as crates, suites and community sleeping arrangements. We teach dogs to run on treadmills, give them baths in a special sized whirlpool spa, and lap groom dogs terrified of grooming rooms or tables. Every dog gets treated as an individual with individual needs and wants. If they won't eat in a crate or suite we sit with them on the sofa and hand feed them if necessary. If you go to our website petitepetinn.com (still in the works) you can get a good idea of what our place looks like. I really would like some input as to what type of advertising would or has worked best. I'm tired of spinning my wheels.