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By Bev Barker, Insights Marketing (Published in Loudounclear, November 2001)
Loudounclear is a publication of the Loudoun County Chamber of Commerce
How many licensed dogs do you think there are in Loudoun County? Stacy Mendez, Program Assistant at the Treasurer’s Office says, “The answer is 8,097. That’s up 29 percent in the past three years. No wonder the demand for new and more convenient pet services is so explosive. And why people are starting to recognize a new breed of small business pioneers who are discovering new ways to help busy dog owners make the most of their time. This is the story of three of those business owners who are leveraging and growing their practices. It’s all about how to capitalize on synergy.
Synergy: How it Works to Satisfy Demanding Customers
Carmen met Jason. Another Chamber member suggested that Jason drive over to Kit & Kaboodle to introduce himself and find out more about the services they provide. Carmen explained that pet sitting is convenient for people who don’t always have time to go home mid-day to walk their dogs. For people who travel and prefer not to kennel their dogs, Kit & Kaboodle can drop by their homes several times during the day to provide dog walking and TLC. Jason told Carmen how Canine Caterers also makes a dog owner’s life easier with free home delivery service of Nature’s Select Super Premium pet foods. It’s a brand new business that opened in June. Carmen offered to pass along free pet food samples to her dog walkers and clients’ dogs. Jason agreed to hand out Kit & Kaboodle brochures at a local Dog Coalition Show that he was attending to support local dog parks. Carmen invited Jason to attend Kit & Kaboodle staff meetings regularly to keep all the pet sitters informed about the Nature’s Select products that he distributes. Jason may turn up new prospects that Carmen could interview in her search for more Kit & Kaboodle mid-day dog walkers.
Kathy met Carmen. After a monthly Chamber Business Showcase breakfast, Kathy looked up Carmen and told her how The Animals’ House dog day care was “cageless” so dogs could interact and socialize while always carefully supervised. “Introduction dogs” (yellow Lab, Ralph, and black mix, Lucas) help new dogs socialize and adapt. Carmen said she had clients “whose dogs suffer from separation anxiety” and could benefit from The Animals’ House dog day care. Kathy will soon be adding an APDT (Association of Pet Dog Trainers) Certification to her “clicker training” credentials, too. Carmen is already on the lookout for Kit & Kaboodle clients searching for dog training.
Jason met Kathy. While Jason was driving by the Great Falls Plaza in Sterling, he saw the sign for “Dog Day Care” at The Animals’ House. He dropped in with free pet food samples and he and Darrell have been going back ever since to replenish the supply and leave Canine Caterer brochures. Jason understands the value provided by The Animal’s House dog day care because Canine Caterers is now a corporate sponsor of Benjamin Banneker Dog Park (near East Falls Church Metro) and the new dog park that just opened in September in Reston. The dog parks are off-leash parks where owners can come into a grated area and let their dogs run loose with other dogs. Jason says that’s good for helping dogs to socialize and he observes that “the dog owners do some socializing of their own.” Jason passes out free samples from the Canine Caterer truck and keeps an eye for owners he can steer to services at The Animals’ House and Kit & Kaboodle.
All three businesses are becoming masters of synergy. The more they connect and brainstorm together, the more valuable they become to northern Virginia’s growing population of dogs and dog owners.