If you’re trying to think of your next business idea, I’ve got one for you. Pets. For real. Hear me out. The pet industry is growing. And, thanks to the increase of pet parents, new technologies, and the change in work culture, there’s more opportunity than ever to expand our business model to include pets in the mix. Even if you’re not a pet business.
We pet parents love our pets. They are a part of our families. We make decisions about where we live, work, and play with our fur babies in mind. I say it all the time. “Sugar and I are a package deal.” And if you can turn that business idea that allows me to spend quality time with our pets, we pet parents all for it. Especially, if that business idea makes our pet parenting lives easier.
So, whether you’re starting a new business or already established, including pets into your business plan can expand opportunities for you. And, this guide will give you a few tools to help you get started.
LET’S STATE FACTS
Now, here’s the tea. The global pet industry is expected to grow to $320 billion by the end of 2023 and expected to grow to almost $500 billion by 2030. The United States pet industry is estimated to remain the largest pet market with sales approaching $200 billion by 2030. Currently 70% of households in the United States have at least one pet, and 88% of those pet parents consider them members of their family. In 2021, the ASPCA conducted a survey that concluded that 23 million (20%) American households added a new pet to their family at the beginning of the COVID-19 pandemic. And, there’s more to the story.
Millennials are currently the largest segment of pet parents with 33% of us with at least one pet. Pet friendliness comes second only to budget on the wish list when searching for a new home to rent. It’s also a non-negotiable when making a final decision. One survey reports that one in two Gen Zers and one in three Millennials stated that they would consider another job if their workplace was not pet friendly. Another study reports that residents in pet-friendly units stayed 21% longer than non-pet friendly units. Studies also show that pets can also make a positive impact on our mental, emotional, and physical health.
So, what does this really mean? There’s money to be made. It’s a matter of combining your talents, gifts, and skills to put your own spin on the pet friendly experience, whether you work with animals or not.
BEHIND THE NUMBERS
I can hit you with the numbers all day. But, the reality behind those numbers is we pet parents love our fur babies. They’re cute, make us laugh, and never judge us even when the world does. How could we not see our pets as part of our families? And in my family, the little things go a long way.
IT’S ALL ABOUT THE LITTLE THINGS
So, what are these little things? They are the simple and small moments we create to make someone feel seen, heard, and appreciated. So often we think about the big ideas, but ignore the fact that there’s beauty in the small details. Like the times I pull a pupcake out of the freezer. Or, the time Sugar gets more excited about me giving her a belly rub.
Business is no different. And when working to attract parents to your business, the little things go a long way. So, my philosophy is to focus on what you do best and expand on that. There are three not-so little ways to do so.
LEAN INTO YOUR TALENTS
Your talents are your gift; your genius. So, lean in to it. We all have at least one. In fact, we have several. Your talents are what makes you stand out. So, use it to create your own unique experience for business.
IDENTIFY YOUR GOALS
Your business goals are the ambitions you have for your business. The goals can be short-term or long-term, but ultimately create the roadmap for where you want to go with your business. Establish a pet parent experience that aligns with your business goals.
THINK SOLUTIONS
Offer a solution to a problem is one of the biggest opportunities to establish a positive pet parent experience for your business. Think peace of mind. Think about resources, services, and offerings you can align to your business model that will reduce the challenge that a pet parent may face. Note, that the solution doesn’t have to involve the pet. It just makes life a little easier for the pet parent.
TEN LITTLE THINGS
There are a million little things that can enhance the pet parent experience with your business. Here are 10 little things to get your started.
ACKNOWLEDGE SPECIAL PET DAYS
Create a way to acknowledge your customers’ pets’ special day. Birthdays, Gotcha Days, or other special moments are a great way to make the little moments special. Create a customer list where customers’ can fill in their pets’ birthday or special date. On that day you can send them a card, email, or even give them a special shout out on social media as a way to acknowledge their special day. You can even acknowledge special holidays related to being a pet parent, such as Dog Mom’s Day.
GIVE A FEW TREATS
Treats are always a crowd pleaser with both pets and their pet parents. Pets love to get them. Pet parents love to watch their excitement when they give them the treats. Treats are also a great way to showcase that you understand that pets are a part of the family. For instance, some realtors put out dog treats at open houses and some bakeries have dog treats as a part of the menu. So, whether you bake them or buy them, pet treats are a great way to advertise your business. And, if you’re interested in trying out a pupcake recipe, Sugar and I’ve got the perfect pupcake recipe for you to try first.
CREATE A PET PARENT TRAVEL GUIDE
Several pet parents travel with their pets. Especially, if they’re going away for the holidays or over a long period of time. A lot of pet parents love to explore the area with their pets. So, creating a travel guide to map out activities is not only a great way to advertise your business, but it’s also a good way to align yourself with other business in the area. Also note that your business doesn’t necessarily have to be a pet business. For instance, a photographer may create a guide on the top 10 places in the area to capture the best social media pictures or video for you and your pet.
OFFER A PET FRIENDLY BUSINESS GUIDE
Speaking of guides, you don’t have to just focus on travel. Create a “How to…” guide for how pet parents can interact with your products and services. Use the guides to educate customers on your offering and how your products and services fit into the pet parent lifestyle. Even if you’re product or service is dangerous to pet, use the guide to communicate that. This way pet parents can plan accordingly. For instance, if a customer wants to buy some plants for their home, a guide on the top plants to purchase if you have a pet would be helpful. A guide on what plants to stay away from would also be helpful as well.
INCORPORATE PET FRIENDLY IMAGES IN YOUR MARKETING
Have you checked out the commercials and social media ads lately? A lot of the family ads have started to include pets as a part of the family. It’s nothing for a dog to be sitting in the back seat of a car commercial or sitting with their family while they have movie night. Pets are a huge part of the family. Using images and video with people and their pets is a great way to showcase your product and service. However, make sure that the images align to the story of your brand.
ESTABLISH AN EVENT FOR PET PARENTS
Host an event that allows pet parents to meet, mingle, and interact with your product or service. Giving a people a chance to get together and discuss shared experiences is not only a great way for your customers to expand their network, but also a way for you showcase your product or service in a new light. And, no. Pet parents do not have to bring their pets. It literally can just be a chance for the parents to connect.
PROVIDE “THINKING OF YOU” OPTIONS
When pet parents travel, one thing is for sure. We miss our pets. In fact, I always face time Sugar when I’m away just to say hi. So, if I saw something that I thought was absolutely adorable for her to purchase while I’m away, I’m buying it. Creating a pet parent “thinking of you” package is also an interesting twist. For instance, a hotel may have dog treats or a toy for someone to purchase for their pet. A yoga studio may have a list of yoga poses you can do while face timing with your dog. There is a whole lot of room to get creative.
GIVE PETS THE ROOM
Create a space for pet parents to sit in your business with their fur babies. Several restaurants have outside areas that allow pet parents to sit with their dog. However, if pets are not allowed in your establishment, there are still ways to give pets a space. Some businesses leave water bowls outside for dogs to drink from as their walking by. Some realtors stage certain homes with a dog bed and other materials, so that the home gives the allure of a pet friendly home. It’s all about understanding your customers and how you can make their lives easier when it comes to their pets.
MARKET PET FRIENDLY INGREDIENTS
Several people, like me, love to make treats and pupcakes for their pet. We often read the back of labels of food and ingredients to determine whether our pets can eat them. So, highlight the pet friendly ingredients and foods for your business. You’ll see this in some restaurants and food shops where they’ll advertise menus specifically for a pet, so that pet parents know that it’s safe for their pet to eat.
ENCOURAGE SHAREABLE CONTENT
There is nothing cuter that my dog Sugar doing, well, anything. And, I’m sure other dog moms and pet parents feel the same about their fur babies. So, it’s only natural that we’re sharing their cute shenanigans on social media. Create fun ways for people to share pictures and/or video with their pets while using your product and or service. This may include starting a challenge, having a place for them to take pictures with your pet at your business, etc. Give pet parents a chance to create shareable content about our pets. Most of the time we’re down for it.
A FEW BIG THINGS
The little things matter, but the big things are also important. So, if you’re integrating the pet parent lifestyle into your business strategy, keep these four big things in mind.
PREPARE YOUR STAFF
If you’re going to allow pets into your establishment, make sure you prepare your staff. Provide training, incorporate policies, etc. so that the staff is comfortable with pets in the business. Also, make sure that you communicate the rules, guidelines, and expectations to both staff members and patrons.
INCORPORATE HANDS-FREE & EASY PAYMENTS
Incorporate hands-free, easy payments, and pick-up options to your business model. This allows pet parents to care for their pets without having to worry about juggling several different items with their hands. Have you ever tried to swipe a credit card, while your dog tries to get your attention? It’s cute, but it can make it a bit more challenging.
UNDERSTAND THE SAFETY REQUIREMENTS
If you’re going to invite pets into your business, make sure that the environment is safe for pets. Educate yourself and your staff on safety and risk guidelines to make sure your covered. Also, research any insurances and other required licenses that you may need to work with pets or have them in your business.
KEEP AREAS CLEAN
Although pets are a part of our families, every one doesn’t have a pet. So, you want to make sure that the area and experience is comfortable for everyone. Keep areas clean and sanitize. It’s also a good idea to have a special area for pets if you allow them in your business.
DO WHAT MAKE SENSE
The way I see it, you can make the rules of your business. So, do what works for you and makes sense to your business mission. Stay in alignment with your business goals and objectives. If adapting your services to pet parents doesn’t make sense and doesn’t’ align with your business goals, don’t do it. It’s all about putting your own twist on it and creating your own business opportunities.
Are you a pet or pet-friendly business? Are you all about that pet life? We’d love to connect with you. Stay connected and share your pet life experiences with us @pupcakesugar.
