Pet Business Interview with Lorna from Happy Tails Canine Spa

Filed Under Pet Business Interviews |

Lorna PaxtonIt’s been way too long since I brought you my last interview. This week I interviewed Lorna who is the Co-founder and president of Happytails Canine Spa.

Happytails donates a portion of proceeds from the sale of it’s products to Canine Companions for Independence, a non-profit organization that enhances the lives of people with disabilities by providing highly trained assistance dogs and ongoing support to ensure quality partnerships.

Los Angeles based Happytails sells and markets happytails spa products for the dog about town. Happytails Canine Spa Line uses the finest (better than human quality) ingredients available to pamper, sooth and beautify today’s harried hound. The products can be ordered through the company website at www.HappytailsSpa.com or by calling 1-866-HAPPY-20.

On with the interview:

1. What type of business do you run?

Happytails is a line of all natural spa grooming and wellness products for dogs.

2. How long have you been in the pet business?

Almost 4 years.

3. Why did you choose to start a pet business?

I used to work in the cosmetics/skin care industry, in product development. I started Happytails because I wanted to raise the bar in what was available for dogs. There are so many ingredients and technologies that weren’t being used in pet care products, probably due to cost, or because those ingredients just weren’t being marketed in the pet industry. We incorporate “better than human quality” ingredients in all of our products.

4. What advice would you give someone about to launch a new pet care business?

The pet care industry has expanded very rapidly in the last few years, both in the number of manufacturers and stores. Do your homework. Some sectors are saturated. Just make sure there is a market for your product or service, and if there is check out your competition. If all looks good, then go for it. Make sure you have the capital and then invest in marketing to get the word out.

5. What has been the greatest challenge in growing your business?

Cash flow!

6. What are the pros and cons of your profession?

Being a small business owner is great because there is a lot of flexibility. You get to try out lots of new ideas, and they don’t have to pass through committee before you can start. On the negative side, it’s your business and you get to deal with the not so pleasant parts as well as cash-flow, paying bills, inventory management and many other things you may or may not like.

7. What form(s) of marketing have you found the most effective in reaching pet owners?

We market mostly to pet boutiques, who them market to the consumer. But in a business to business context our most successful marketing activity has definately been going to trade shows. We attend 8-10 a year.

8. Do you offer clients incentives for giving referrals?

Yes, we offer those to clients.

9. At what stage of your business did you choose to take on help?

I have a business partner, so there have been 2 of us since the beginning. We decided to get a 3rd person about 1 1/2 years into it to help us with sales.

10. Did you choose to use employees or independent contractors? Why?

We use independent contractors. For just one employee, setting up employee payments through a bank or other avenue isn’t cost effective. Most people who work with us are part time, so for them it’s better if they handle their own taxes and it’s better for us so we don’t have to make the various tax payments out to the different government agencies.

11. What have you found is the best way to find new staff members?

We have found our independent contractors through Craigslist. It’s only $25 to post, whereas Monster.com is about $300.

12. What have you done to differentiate your business from your local competitors?

Our product line and marketing is what makes us different. First of all we take a holistic approach to the care of your dog. We create product to take care of problems both internally and externally. For example, tearstains. We have a two part solution to combat this. The first part is a topical all natural pad used to remove residue from around the dogs eyes. The 2nd part is an all natural supplement you put in your dogs food.

Also our products are very unique and “ownable”. For example - Dog Smog Remedy is a breath spray and digestive solution .. in other words, it gets rid of both bad breath and gas! While Fur Butter (or Fur Worse) is an ultra rich deep conditioning treatment for dry, damaged and long coats.

Our line is very whimsical yet our products really help dog owners solve problems that dogs face like bad breath, gas, tearstains, mattes & tangles, odors and more.

Thanks to Lorna for sharing the secrets of her success with us here at Working with Pets. If you would like a free sample of the Happytails products - look down on the left sidebar for their ad.

Remember - if you would like to share your business with us please email me at daniellechonody@gmail.com or leave a comment right here at the end of this post.



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