I recently read a social media post from an experienced horse barn owner, who had switched from boarding horses to boarding dogs. The complete turnaround in her business from financial struggle and emotional stress to one of positive cash flow and good income was mirrored by her absolute surprise in how easy the kennel boarding business was to operate compared to horse boarding.
Whatever the reason the decision is made to enter the kennel boarding business world, there are detours and roadblocks the entrepreneur can avoid by taking ten minutes of their time (like now!), to unleash a path to success. Experienced business owners or neophyte canine caregivers all make mistakes that can cause a myriad of problems, almost all of which could be avoided. Here’s some guidance to help dog rescues and kennel boarding/grooming/training operatives maximize their chance of building a successful enterprise.
Is There a Need?
It is not enough to believe there is a need for the business service you are about to offer, the real time need must be clearly defined and validated. Just because you ‘fancy’ starting a dog business doesn’t mean you don’t need to take a sniff around and make sure you are following the right scent. The decision to start a business should not be an emotional one, though having a passion for the project is always essential.
Geo-mapping software that offers geo-spatial data analytics is extremely useful in determining the foot traffic and likely interest for a particular industry. Employing a company to research this for a particular region and type of business is a good idea if the planned investment in the business location is significant. The significance of the expenditure will obviously be higher for an individual with limited financial resources than a large corporation with hundreds of employees and a lucrative presence in the marketplace. But just because your business enterprise background is not a company you built and then sold for millions and is now listed on NASDAQ, doesn’t mean you can’t take advantage of obtaining an analytical report for the geo-spatial need for your prospective industry. It’s worth checking out.
Old school methods of research and new school analytics matter. If you find there is a requirement for dog boarding services in your area and have asked friends and neighbors for feedback, you can certainly ascertain whether some level of need for the service exists. Social media is a great way to find out where people currently take their pets in your neighborhood for care while on vacation or at work, as well as learn who your competition is likely to be and what services people miss or would like to see.
Knowing your marketplace and your likely customer persona is a great start to any business. Catering your facility, hours, level of service and types of adjunct services to what is really needed can elevate your new business to the top of the list when it comes time for folks to select their canine care facility.
Talk Taxes and Permits
A sit down (could be via video or in person) with a tax accounting professional, particularly one versed in your type of industry and within your State of operation if available, is a good idea as this will help you figure out the business plan and how you can best finance the new enterprise.
The capital outlay for a top-quality commercial grade kennel can be offset with interest and depreciation/amortization deductions at the end of the tax.
As a business owner you may prefer to add the personal liability protection element of not just choosing a d/b/a name and filing it with the County Clerk but opt for the protection of an L.L.P, L.L.C., Sub S or C Corporation. Each has its drawbacks and benefits tax wise, so it is a good idea to set things up correctly from the start. Consult with an attorney for advice on what would work best from a legal standpoint for your individual situation is always a sensible place to start. Though setting it up can easily be done yourself if you are competent working with exacting paperwork and most aspects can be completed online.
The accounting professional can also walk you through labor law requirements, payroll and employee management. Possible labor help through local ARC programs can help offset labor expenses and help provide a workforce.
Types of insurance you will need such as liability and error and omission insurance, unemployment and Worker’s Compensation insurance, Sales Tax requirements if applicable in your locality, must also be researched and priced out.
Licensing for the business, permits for both planning and operation of the business, should be investigated thoroughly before any decision is made on what type of kennel to build and its site and location is taken. For obvious reasons there are many governing rules and regulations for pet care, so it is smart to be aware of them before you set up your kennel without the necessary physical attributes that are required for canine care.
The Kennel Choice
There are two key aspects to the kennel choice to consider.
The first is its features in terms of care for dogs. Safety and security for the canines in your care and custody are paramount issues that should be addressed as a priority. And that doesn’t just include the kennel, but also its location including a dog-secure fenced yard.
The health and hygiene of the canine residents also falls within the safety parameter so ensure the kennel unit offers appropriate passive ventilation, easy care cleanable surfaces, temperature control, and safe separation between kennel mates.
The second aspect to the kennel choice that must be considered is its overall appeal and safety for human use. This is for both the caregivers that will have to clean and manage the dogs as well as for the human customers that will be keen to see the housing that their beloved pets will enjoy during their stay.
Modern modular kennel designs offer a host of superb features that address both dog and human needs. Whether you choose to hunt down a bargain on a commercial kennel lot from stock or have a customized unit built, the modular kennel offers a huge bonus over the pole or stick built on site variety – mobility. If you decide to reposition, add or even move across country the modular kennel can go with you.
Financing options for the kennel construction are always available. Consider working with 3rd party lenders that larger construction companies might have already researched and have available for their products (given the terms are reasonable), look at Small Business Administration loans, niche loans/grants for minority and women owned businesses and the like.
Marketing Magic
Word of mouth will always be a huge part of the marketing magic that a local business can capitalize on by ensuring the facility is operated in a professional manner. Not just in canine care but also in customer service for pet owners and any suppliers to the business.
The addition of ancillary services to a business such as grooming/bathing/training/ and outside options for dog play and time outs can make a world of positive difference to the bottom line.
There are many routes to good marketing efforts and with scheduling on social media available there is no need to be tied to the tablet/phone or office computer to get good media posts out there. The affordability of social media use makes it a prime contender to target for marketing but don’t forget the people you attract need somewhere to land and be convinced that your operation is the one they want and should choose.
A website presence is imperative if you want to convert the social media interest to sales, and it should be regularly updated and maintained with educational blogs, fundraisers or news/events posts and the like. Linking up with other neighborhood businesses to social team the media postings/influence, mutually recommend and compare notes can be very helpful so don’t be shy to join your local Chamber of Commerce and get connected in person.
Barking Up the Right Tree
Never be shy to pursue a business idea but always be shy to go at it without a complete picture of its costings, reality checked price point for services planned to be offered and confidence in your ability to deliver on the promises made to the customer.
You do want to be sure that you are barking up the right tree’ before you start and that your prey, in this case in the form of a profitable and satisfying business, is where you believe it to be.
