Starting a Dog Bakery Business

Hotel queen Leona Helmsley, who recently passed away, was said to have left her beloved Maltese dog a mind boggling $12 million dollars (!!!). While not many people would have the resources to bequeath their dogs with such a huge amount of money, industry data shows that spending on pets from food to clothing to grooming have increased significantly in the last decade.

According to the American Pet Products Manufacturers Association , Americans are spending $40.8 billion a year for their furry friends, a huge part of which goes to food. Hence, it is not a surprise that one pet-oriented business enjoying increased demand is the dog bakery.

Pet owners today want to reward their pets in human terms, and what better way to do it than through human-quality food and treats. They are willing to spend top dollar for food products for their pets.

When starting a dog bakery business, it is important to understand that the demand for this business is not spurred by the need to provide food for beloved pooches. Instead, it is all about becoming a better "pet parent." Your business concept and marketing strategy should focus on the fact that pet food is marketed with the pet owner (not the pet) in mind.

Here are some tips to starting your dog bakery business:

• Before starting this business, research about your target market and the demographics. Get information on the dog population of the area, as well as the number of dog-owners in the community who will be your main clientele. This business will thrive more in urban areas, and in the more affluent neighborhoods.
• Find out if there's a dominance of some particular dog breeds in your community. If there is a specific, common breed, then you may be able to focus on that as your niche specialty.
• Determine competition in your community, and find out their strengths and weaknesses. If you can, investigate what people like -- and don't like -- about these existing dog bakeries.
• Find a niche -- e.g. all natural dog food products -- and position yourself as a leading provider of these items.
• Create a chic, dog friendly store where customers can browse your products with their canine companions.

Of course, to succeed in this business, you must have a love for dogs as well as talent and skills in cooking and baking.

Advertising Your Business in Print Magazines

If you are looking to advertise your business in print magazines, here are some things you need to consider:

• Choose the magazine that your target market reads. Make a list of magazines in your niche. Home Business Magazine is not the best magazine to advertise if you are trying to reach fashion-conscious women.
• Check of the magazine is audited. There are numbers -- and then there are claims. In print publishing, it is important to look at third party circulation audit, which verifies independently the circulation of a magazine. Ask for those figures. It is so easy to say a magazine has x number of circulation, but in reality has half of that number. Be careful in reviewing the claims of non-audited publications.
• Determine how the magazine is read. If you will advertise, you'd want readers of the magazine to at least see your ad. So it is important to ask how readers are using the magazine, and whether the magazine is read from "cover to cover." Content matters - and so you need to know whether the magazine has ample content that can engage the readers.

Do It Yourself SEO

Wall Street Journal has an interesting article on how a website can improve its visibility in the search engines. The article describes the specific steps used by Bankrate.com, which any small business can easily adapt to our own websites.

The suggestions include:

• Focus each page on one theme
• Know what you want visitors to do
• Study your traffic data for trends
• Make your site easy to navigate
• Use free tools from search engines

Read the full Wall Street Journal article "Raising Your Profile: Beyond the Basics"

Using Viral Marketing for Your Business: Lessons from Jockey.com

Online videos are all the rage nowadays; and businesses are jumping into the bandwagon.

According to the research of Nielsen Company, an estimated 81 million people who access the Internet over broadband in the U.S. watch broadband video at home or at work -- and growing fast. Hence, more and more businesses are harnessing the power of videos to create buzz for their products and attract a whole new demographic, mostly the younger set.

One example of how a business uses online videos is Jockey's new site StopSquirming.com
http://stopsquirming.com/ . The site is a tongue-in-cheek approach that focuses on one of the most common problems of mankind -- uncomfortable underwear. It is also the platform for introducing their new product: squirm-proof underwear.

This new website is an excellent illustration of how a business can tap the power of online videos and how to use the Web 2.0 approach of interactivity by allowing users to upload videos and vote for what they think is the best.

The things I like about this approach used by Jockey are:

• With this new site, Jockey is addressing a common problem their target market faces
• When introducing a new product, it must first and foremost address a need; and then decide how to attract potential customers.
• It allows them to attract a new and younger video-watching audience for their brand.
• The site is a great viral marketing tool: the topic alone and the videos can be something that younger folks would love to talk about and share with their friends.
• The site provides a branding opportunity for Jockey as their brand name can be found all over the site
• Site encourages shopping at Jockey.com as a prominent link at the top navigation area urges visitors to shop at Jockey.com
• The site is fun -- not only the videos but the "Grundy Grievance" service that allows users to send underwear problem alerts to their friends

While we may not be able to implement something as finely packaged as this Jockey website, the ideas behind the site are definitely worth looking into. We need to first and foremost look at the needs of our customers -- find a problem that they have, and then offer a solution to address these needs. Jockey succeeds in taking a fresh spin to introducing a new product, and adopting an approach that is sure to be a great hit with their younger target audience.

Book Review: Rules for the Renegade

I've just received a copy of the book "Rules for Renegade: How to Make More Money, Rock Your Career and Revel in Your Individuality" by Christine Comaford-Lynch. The author has worked as a model, then turned her life 180 degrees and became a monk (!); then later shifted to become a multi-millionaire entrepreneur -- definitely not the career steps of most ordinary folks. The book is a distillation of insights and tips of this author who have always defied convention and pushed the limits of being a "renegade."

The book talks extensively on the ingredients of a successful business ownership; but it is not your typical "how to start a business" book that outlines the differences of various legal structures, or the steps on how to write a business plan. Even the language and tone is more informal and definitely less rigid than other small business books. Instead, the book takes on a more grounded approach and focuses on what works best not only for your business but for you as a person including:

• When is a loan-based approach to financing most advantageous to your business and what types of loan will work best for your situation.
• Why you should make your business "compelling" and how to turn your business into a compelling proposition; one of which is by asking yourself whether "your product or service has the kind of sex appeal that will make everyone in your target market want it."
• Offers fresh approach to networking such as "rolodex dip" which entails flipping through your rolodex, selecting a name that "makes you smile" and then calling that person just to see how he or she is

If you want step-by-step information on how to start a business, this is not the book for you and you'd be frustrated with sections on "how to make a difference in the world" or "how to become a great leader." But if you want to be fired up and revved up as an entrepreneur, Comaford-Lynch's "Rules for the Renegade" is a compelling read.

Starting a Part-time Business with a Permanent Job

There are many folks working in full time jobs who dream of starting their own businesses. However, they sometimes find it very hard to squeeze in their already hectic schedules the activities involved in a business startup. They are already tired after a long, hard day at work. Many also are stumped with the roller coaster income that self employment brings and the idea of losing their source of fixed income.

But if you really want to start a business, albeit a part time one, while still working as an employee, here are some steps to take:

• First, make the commitment to yourself that you want to start your own business while working full time -- and embrace all the sacrifices that go along with it
• Carefully manage your time - make a lists of tasks you can do for your business every day. It can be as simple as answering clients emails or as extensive as writing proposals
• Set realistic expectations for the day - if you work in a rotating work shift, what tasks can you do for your business in your spare time (or at the end of the day?). On weekdays when you work, how many hours can you dedicate for your business? How many hours can you dedicate on weekends?
• Starting a business, especially when working full time, is not going to be a picnic in the park. You will make sacrifices, including giving up your leisure time to be able to work on the business. It is best to choose a business that you can enjoy so the sacrifices you make will not feel like work, but as part of having fun

For additional tips read the article "Balancing a Part Time Business with a Full Time Job"

How to Find Suppliers for Your Business

If you are starting a retail business, whether online or off, one of the first things you need to know is where to get the merchandise you will sell. And that means getting in contact with possible suppliers for your business.

If for example you want to start a craft and greeting card store, here are places where you can find the suppliers you need for your new business:

• Check out the products you want to sell and contact the manufacturers. Establish a wholesale account with them though be prepared to purchase in their required quantities
• Attend craft tradeshows. You will meet the manufacturers and suppliers in the industry and will allow you to start networking and establish relationships. Go to sites such as http://www.tsnn.com to find out trade shows in the industry that are upcoming
• Subscribe to trade publications. These magazines always have ads from manufacturers and suppliers in the industry. Often, they will have an annual buyers guide that lists all the manufacturers and suppliers in the industry. This guide contains very valuable information for anyone who wish to be involved in the industry.
• Join trade organizations. For the greeting card industry, for example, you can join the Greeting Card Association http://www.greetingcard.org/ - they will have suppliers list for the industry as well as other resources that you need
• Contact sales agents. They will help you in touch with manufacturers and wholesalers in the industry. You can check with retailers and ask them for recommendations of agents. Or check the industry association for information on sales agents working your area. Visit the Manufacturers Agents Sales Association http://www.manaonline.org/ for listings of sales agents in your industry
• Use the web. Thomas Register http://www.thomasnet.com/ which is the most comprehensive resource for finding information on suppliers of industrial products and services in North America. Or use your favorite search engine to find companies in your industry.

Using eBay to Test Your New Product

eBay is a great marketplace that attracts hordes of buyers and sellers. But is it the right marketplace for testing new products?

From my experience with eBay, it is not the best marketplace for new products.

First, the market that eBay attracts is looking for low prices, particularly for commonplace items such as children's clothing, women's handbags or outdoor power equipment. Buyers go to eBay because they think they can find deals and huge discounts. They want the lowest possible price for the quality they want.

Second, people come to eBay to look for unique items such as antiques and collectibles. They search for unique items that they collect and other hard-to-find items that they know they can't find in their local Wal-mart or Main street store.

Whether it is a unique or commonplace item, a common factor between these two types of items is the familiarity of the buyer. The buyer goes to eBay looking for these products; they know these products and are aware that the products exist. A buyer shops at eBay looking for Gucci shoes whether used or brand new; or looking for 1910 real photo postcard of Russian royalties. They know what they are looking for; what they want.

Price and uniqueness are two main factors ebay buyers are looking for. If you will introduce a new product or idea on eBay, it will be extremely hard to sell unless you advertise it extensively or use keywords that people are familiar with. For one, people are not familiar with it, after all your product is new. So NO ONE will be searching for it. No pageviews mean little chance of getting your items sold. Or if ever the someone stumbles upon it and the item gets sold, you will not get the buyer bidding frenzy that results in top price; rather, you may get only 1 bid at your starting price.

Some do it, but they have to list and relist, again and again, until their products become familiar to eBay users. Or you will introduce a new product ONLY after you have gained a coterie of loyal buyers who checks out the items you sell on a regular basis. Introducing a new product could work if you have got the history of selling for eBay users to trust you and your products. Plus, you've got hundreds or thousands of positive user feedback.

It is not easy to use eBay as a launching pad for new products -- unless you are willing to spend money advertising your new product and increasing awareness for it.

Tips for Starting and Marketing a Lawncare Business

I've previously written about how to start a lawncare business , but here are some additional tips to starting and marketing this type of business:

Direct marketing is a very effective way of reaching potential customers for your lawncare business. You can either create brochures that provide details about your company or a postcard that highlights what your business is all about. Whatever format you decide in your direct mail campaign, it is important that your ads must be written in a way that speak directly to your potential clients. Emphasize the reasons why you are better than other lawn-care companies. List down the benefits the customers will get when they hire you. Carefully think what your headline will be: remember, your headline can make or break your direct mail campaign and it will spell the difference between sending brochures that are kept or postcards that are thrown immediately to the trash without being read.

Put on a professional image. Your appearance is important!! As much as possible, present yourself in a clean and tidy manner -- even wearing a collared shirt or better yet, your company's uniform -- when talking to your potential clients. Professionalism also means doing an outstanding job, arriving on time, and keeping your word to your clients, and doing what you say you are going to do. These are the qualities that will set yourself apart from other lawncare companies. One of my pet peeves is having a lawncare company telling me that they will come tomorrow but only to show up 2 days later after you've made 10 follow-up calls to them.

Maximize the advertising opportunity of your vehicle. Your truck is one of your most effective -- and cheapest -- advertising tool you can ever have. It's your walking billboard. However, avoid the common mistake of putting every single information about your business in the ad. Doing so clutters the whole ad and makes it very hard to read. Remember, the ad in your car -- which can either be stickers or magnet -- will be read by people on the street as you drive by, other cars driving alongside your truck or behind you -- and that means that people will only have a few seconds to get your information. Focus on a single information that you think people will find easy to remember -- either your business name or website -- and use the biggest font for that information.

Use referral marketing. Your existing clients can be your biggest help in spreading the word about your business. However, give them a little encouragement and make the act of referring your services to others worthwhile for them. Consider offering your existing customers a discount off their monthly service fee for every account that they refer to you.

Go beyond just mowing. To maximize revenue opportunities in this business, it is important that you offer a wider array of services. In fact, mowing provides the lowest profit margin and is only used as a chance to upsell the customer base to other more profitable services. Plus, lawncare business is seasonal in some states that you need to adjust the types of services that you offer based on the seasons. Some of the more profitable businesses you can offer include: insect-disease control; lawn and bed weed control; planting annuals; and landscaping.

How to Succeed as an Online Publisher

Someone gave this advice over at Webmasterworld's Adsense forum, which I think is so true and needs to be taken to heart by every small business online publisher:

The trick to being a successful publisher site is to keep your costs as low as possible without sacrificing quality to get the best ROI.

Seems like a no-brainer, right? Profits = Revenue > Costs

However, I have seen many small online publishers who spend too much not thinking whether their spending will actually result in revenues. They think that they need to advertise, advertise and advertise -- and then hope that in the end they can reap the profits.

In fact, there are many Google Adsense publishers who actually played the game of full blast spending with Adwords and hoped to recoup the investment with their Adsense income. They hoped that by spending to get traffic, they will be rewarded with high Adsense income. For some it worked, but for many others, it did not and they ended up with huge advertising expenses that they were not able to recoup.

This approach is ok with deep-pocketed online publishers backed by venture capitalists as they have money to spend like there is no tomorrow. But if you have limited resources, you can't continue spending if your spending is not bringing in the profits you need to survive. You'll crash and burn easily!

Here are some points to consider when publishing a content website:

• When advertising, set your objectives clearly as to what you want to get from your ad spending
• Track the return on your investment carefully, and immediately do remedial actions if the ad is not bringing in the results you expected. You may need to change your creative or ad text, your landing page may need to be tightened, your keywords may need to be finetuned, etc.
• Always be on the lookout for cost effective ways to get the word out about your website. Be masters of shoestring marketing strategies.
• Understand that there are no shortcuts to success: your success will come directly from the quality of your content