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September 1998

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Contra Costa Times, September 1998

Small Business Solutions

by Anne Chen

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Pets Pampered Plus – Pet care service
Owner: Wendy Balleaux
Location: Walnut Creek
Founded: June 1998
Number of employees: None

The Problem: Wendy Balleaux knows that when it comes to the pet industry, it's a dog-eat-dog world. So she did her homework on the oversaturated market and realized pet owners wanted trustworthy people to look after their dogs while they were on vacation or at work.

In June, the experienced pet sitter started Pets Pampered Plus, providing dog walking, pet sitting and overnight house stays.

Since then, she has stayed with a Lafayette dog during its owner's month-long vacation. She also walks a pair of terriers twice a week in Pinole.

Balleaux said she spends a lot of time beforehand getting to know owners and their pets, about 30 minutes each orientation. When hired, she spends more than 45 minutes playing with the animal. And if the owner is on vacation, Balleaux also does little things such as take out the trash, bring in the mail, and pick up pet supplies.

"I want the owners and their pets to feel comfortable with me," Balleaux said. "I also want to give as much attention as possible to the pets I take care of. That's why I wanted to start small and grow by word of mouth."

Balleaux knows her personal attention helps distinguish her from other pet sitters and kennels. And now that she's three months into her new business, she's ready to advertise her services and take on more clients.

Balleaux has a listing in the Yellow Pages and has flyers and brochures on display at various pet stores and veterinary offices. Still, she says people unfamiliar with the idea of a "pet nanny" don't think to look for one.

Balleaux needs a sound marketing strategy that won't put her business budget in the dog house. The plan must also send a message that Balleaux provides quality care to animals.

The Solution: Getting the message out about a reliable pet sitter is no walk i n the park. Still, Lauren Westreich, owner of Emeryville-based Every Dog Has its Daycare, says Balleaux is heading in the right direction. Balleaux's decision to advertise in the Yellow Pages was a great way to get started since pet owners often turn to the phone book when going on vacation, Westreich said.

Still, Balleaux needs to decide what type of client she wants to focus on.

Westreich said different types of pet owners are drawn to different types of services. For instance, a pet owner who consistently brings her dog to the dog park may not need pet sitting.

But a pet owner who never has time for his pet may be more inclined to be interested in such services. "The best thing is to really find out who your ideal client is and then figure out how to find more of them," Westreich said. "It's much better than using a shotgun-scatter approach. And you'll be targeting people you'll be comfortable working with."

Westreich said Balleaux could also try advertising in smaller community papers like the Voice, the East Bay Express and Pet Companion. By continuously sending the same message, Balleaux can be sure people will remember her name when they need pet services.

Still, when it comes to providing care for animals, people feel most comfortable when they are referred by a friend or neighbor. Westreich said Balleaux's inclination to build her client list by word of mouth is accurate and smart.

"People feel very strongly about their animals, and it's difficult to get through to them," she said. "But once you get a following, they'll be very loyal to you."

-- Wendy Balleaux gets a slobbery kiss from Belle, a 13-year-old wolfhound-lab mix. (Susan Pollard/ Times)

Solutions offered by consultants reflect the opinion of the person and not the Times, and should not be considered the only solution to your problems. If you're an East Bay small business with fewer than 100 employees, and have a problem you'd like to share, write to
Small-Business Solutions, in care of the Times
P.O. Box 80991
Walnut Creek, CA 94596-8099
copyright (c) 1998 Contra Costa Times

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