Entrepawneurial Visions...

The Pawperetto Project

It’s funny; watch a comedy and you’ll find yourself laughing all night, perhaps having humorous dreams and still giggling by morning. See your favorite team play their opening game and become absorbed with the sport all season. Take a course on an unfamiliar subject because it is a requirement and come to find it has become your major by graduation. The simple act of participating in an activity can inspire you to pursue the next moment in your life, whether it’s for a few hours after watching a movie or a few years pursuing an academic study.

Photo source: http://life.familyeducation.com/slideshow/creativity/58388.html

Well, a few weeks have passed since I finally managed to get a dog of my own and if I had canine on the mind before, the obsession has only manifested hundredfold. Spending time with Marco (though not all peaches and cream! he’s currently in a ‘time out’ for turning a 10 minute walk into an hour-long chase) has further reaffirmed my love for these animals and the various business ideas I have surrounding them.  

That being said, one such vision I have brainstormed for a while now, and since coming upon Marco, has been cultivated to the next level. When I started thinking about small business sophomore year of college (details can be found at a prior blog entry here: http://entrepawneurialvisions.tumblr.com/post/10906167230/what-started-it-all), I began picturing the dogs themselves and as my childlike mind expanded its ability to imagine, I came up with the idea for a children’s book called Pawperetto. The story gradually began unfolding itself while I should have been studying or paying attention in class, yet by the time I graduated in 2010 it was still an extremely rough draft that was just fun to work on during down time.

As I became more engaged with all-things-dogs, however, my creative juices started flowing full force and I completed the rhyming tale in its entirety. I began sketching a few characters and scenes when it dawned on me: this now has actual potential. So I started telling a few friends and family members about it; had them read, review, and revise and the positive feedback was enough to make me take it a step further. 

I had known about Kickstarter and seen a few friends successfully utilize it to complete their own unique endeavors via the virtual funding platform. I began creating a short video about the book and described my desire to produce and publish a finalized version. Hence, as of today, I have received official notice of its launch! 

Whether the project is successfully funded or not, I will make every effort to finish Pawperetto in its entirety, though with the help and interest shared by others, it can benefit from higher quality and increased success. Please take a minute to check it out today: http://www.kickstarter.com/projects/507129320/pawperetto 

Remember: “Devote yourself to an idea. Go make it happen. Struggle on it. Overcome your fears. Smile. Don’t forget: this is your dream.” :)

If you take responsibility for yourself, you will develop a hunger to accomplish your dreams

It is April 15, 2012. Roughly one month until D-Day. I am foretelling events that if in fact transpire into reality, I will have accomplished a seemingly unattainable feat. If you are reading this entry right now, it means I have successfully joined the world of dog owners.

 

Me and Marco :)

Those who know me even slightly are aware that this has been a life long dream of mine; practically an obsession. And for the past six months, I have been working more actively to make this dream a reality. As persistent as I was in my efforts growing up, my parents gradually formulated this vendetta against my wishes, perhaps because they weren’t experienced dog owners or assumed the brunt of responsibility would be on them.

Well, something finally came over my 24 year old self (I know; just move out already, right?) and I am ecstatic to say that I have been able to convince them to be welcoming of their first ‘grand dog.’  I think taking this leap of faith was imperative, not just for my own emotional and physical well-being, but because my career path is directly associated with pet and dog ownership, and what am I if I’m professing yet not practicing it myself? What is the value and credibility behind my beliefs, how can I possibly relate to my customers if I’m not experiencing the things they are?

I somehow managed to overcome the continued dismissal of my deepest desire growing up; many children, including my siblings, eventually get over it and move onto other interests. The hunt began on Petfinder, in the hope of finding a young Bichon at a shelter/rescue within a 100 mile vicinity from where I live. I can’t say I didn’t find what I was looking for, but the same issues kept rising up: entire family needs to be present day of adoption, a house inspection would be mandatory, ideally a previous dog owner, etc. Essentially, there were prerequisites for everything short of a blood test and SAT scores.

So after failing through that avenue for a few months, I knew my other option would be a reputable breeder. Again, this did not come without its issues either. Many veterans were selling predominantly to previous owners of the Bichon breed if they happened to have a runt, otherwise they were specifically bred for show (not to mention their nearly four grand price tags). Hence, the search continued until I found a family in PA that had a ‘mistaken litter’ with their purebred Maltese and purebred Bichon.

 

Now, I have been partial to having a purebred Bichon Frise as my first dog upon seeing the 2001 Westminster win, feeling I can be a bit particular having waited this long. However, once I saw this puppy’s face, spoke with the breeder, and consulted with close friends, I knew this was my little guy. I felt a rush of courage come over me and have learned yet again, you cannot let fear consume you. If you really want something, plan for it accordingly, and innately know it is the right decision, I don’t think you should simply consider pursuing it, I think you HAVE to. Fear holds us back from accomplishing so much in life, yet once you push past that brick wall, nothing is left to hold you back.

May you read this and feel motivated to take a risk today, however big or small :)

Global Pet Expo 2012: First-Timer Experience

As I walked down the concourse that lead to the trade show floor, I got a bird’s eye view of the hundreds of booths that would soon be crawling with people. I quickly spotted some of the big timers like Nestle’s Purina and Blue Buffalo, but was more anxious about seeing the thousands of other products I typically wouldn’t come across on a trip to Petco or Petsmart. From above, looking out through that glass window, it was as if I were Charlie Bucket salivating over mysterious and marvelous confections, and getting the chance to see firsthand what only a few could.

 Exhibition Floor, photo courtesy of Global Pet Expo 

I headed to the registration table with the rest of the privy All Points team to receive badges that would grant us access to this exclusive world. I eagerly had the clerk attach the red “First Time Attendee” ribbon as well, experiencing what many established industry leaders had for the first time. As I entered the convention doors, I walked into a grandiose space of aisle after aisle filled with booths of different pet product manufacturers and organizations that seemed to have no end.

 The backstage pass, if you will

I saw so many magical things: glittering leashes, manicured nano aquariums, natural/organic/holistic you-name-it dog foods; even a few entertaining exhibits including a line of toys made by the same man who created Star Wars action figures, a Pomeranian spokesdog that took 8 hours to prep for the show, and a coworker spotted Jack Hanna with a penguin. My sense of sight had me captivated and for a moment it felt like time just stopped as I absorbed everything.

Orb living

“I’m just slightly high maintenance” 

Then without warning, I felt a tap and heard something along the lines of, “Taleen, this way. We have business to do.” I felt my perspective shift just then, from the adolescent vision of this sensational display to the more serious nature of what was truly taking place at this event. The cute packaging and displays began to disappear as the chatter of order placing started taking effect.

I began hearing things like, “the minimum order is $5000,” “profit increased 20% from last year,” and “this deal is a sure thing.” Forget Wonka’s Factory, I had just stepped onto the exchange floor (minus the yelling and neon tickers). Even being the novice that I am, I found myself participating in educated conversations and establishing connections with local retailers that visited the manufacturer booths I represent.

The experience, however, came full circle when Rich of Aquarium Village called out my name himself, and I turned to a smiling familiar face from Westbury, NY. I remembered in that instant why I enjoyed my job as much as I did, aside from the fun products and pet-centered focus: it was all about the relationships I was creating. We spoke about life, we spoke about lights; we spoke about the show, we spoke about aquariums. Making a deal or two along the way came naturally, but I realized I was genuinely interested in his success and wellbeing. I’ve always had the utmost respect for small business owners and I’m glad I can now have some direct involvement with those I greatly admire.

I would come across a few other faces from NY/NJ throughout my week in Orlando; just hearing their accents made me smile inside. Hence, as intimated as I initially may have been by the magnitude of the event, the amount of experience I was surrounded by, or the various dealings that were taking place around me, I felt welcome to this world and I knew belonged, too.

I Felt at Home

The Northeast has finally caught up with winter and a nice sheet of the white stuff has covered itself over everything the eye can see. This gives me an excuse to type up a much-needed update on an observation from the few dozen retail visits I’ve made thus far. For as many pet stores and boutiques I may have leisurely gone to growing up (despite never having owned a dog), I now analyze everything on the job with a different perspective. Details on pricing, brands, and product placement are things I may have previously bypassed, and the ambiance and atmosphere of locations are something I now pay keen attention to.

That being said, there have only been a handful of stores that have demonstrated the best of all those aspects, two of which I believe deserve noteworthy mention. Buzzy’s Bow Wow Meow in Narbeth, PA and The Pawprint Market in Darien, CT both share a few similarities that set them apart from the rest: top quality products, clean and well-maintained environments, strong sense of community, and this feeling of being ‘home.’

The minute I walked into Buzzy’s, I felt like I had entered a friend’s family room. Singles, couples, and parents with children were excitedly picking out toys and treats with (for) their furry ones, and associates immediately came to our side to provide assistance. The room was spacious but still filled and inviting, with everything spaced and featured distinctively on the shelves.

 

Photo credit: http://www.sabinalouisepierce.com/myphillydog.html

Owner “Buzzy” Miller and staff

Photo credit: http://buzzysbowwowmeow.com/news/49/

Meanwhile, The Pawprint Market felt like entering a warm country kitchen, as the resident Lab mix welcomed me upon entrance. A smaller space in comparison to Buzzy’s, the emphasis here was on all natural healthy dog and cat feeds with hearty biscuit scents filling the air.

 

William Pawnoma?

Photo credit: http://fairfieldonline.net/fm/articles/?id=4296&c=11

Photo credit: http://precisepet.com/2010/11/09/photo-round-up-paw-print-market-in-darien-conn/

At both locations, I literally forgot that I was at a place of business and immediately felt welcomed by staff and the community. The manager or owner themselves even greeted me directly and entertained a conversation on the lines I rep. That personal touch is what I believe makes all the difference in the world and it is this very feeling I hope to emulate in a store of my own one day. In the meantime, I’ll continue to keep an eye out for other impressive locations, as well as the most unique and high quality products I can come across. And I recently found out that I am going to have the ideal opportunity to do just that…at this year’s Global Pet Expo in Orlando, Florida (Feb 29-March 2, 2012),the pet industry’s LARGEST trade show! Joining All Points in officially starting my career was easily the best decision I could have ever made…

“Welcome to the Industry”

I felt like the determined actress taking her first steps at making it big out in LA. I had finally gotten my first big break and was flying out to California, “Hollywood” spelled out not too far in the distance.

Except, I wasn’t flying into LAX. And I had no business acting. I was flying into San Diego International and I was going to receive training on representing some of the most innovative lines in the pet industry. 

San Diego Skyline (not a cloud in the sky, the whole week I was there!)

It has all lead up to this. From the infant fascination and admiration of animals, to the adolescent exploration of various species and careers in the pet world, and most recently pursuing an undergraduate degree in animal science, it has finally come time to put to the test and make something of it all.

Working directly alongside the CEO and head sales manager, I became equipped with knowledge and resources about the lines and industry in general on my brief visit that I would have in no way acquired on my own. Just like fashion, food, or television, pets are among one of many prominent and expanding industries in America. And just like any realm of business, there are prominent players and admirable firms.

Though I already realized this prior to meeting with my colleagues, the visit to CA further validated that I had found just that with All Points, and am leaving looking to assert myself as the same over on the Northeast. To have the opportunity to be the first to continue building the reputation of such a firm in a new territory is pretty exciting, yet a massive responsibility that I am anxious to prove myself successful at.

It’s what all the preparation of the past 23 years has lead up to; intuition and faith tells me I’ve taken the first step on a path to something much bigger. And the most amusing part of it all was after packing, alone in my hotel room the night before my flight home, I received a message from a close friend wishing me a Happy Birthday a few minutes before midnight; a day I would typically await with anticipation weeks prior, but honestly had not crossed my mind once throughout the duration of my stay. I think that alone serves as a testament to just how much all of this holds my attention and I hope everyone is ultimately able to feel the same way in regards to whatever they may do in life. So here’s to start of year 24, and the true beginning of the next chapter with my growth in the world of the furry, finny, and feathery. 

 

(And as a side note, it has been pretty amusing to see just how many ties Armenians have to All Points, let alone the pet industry as a whole. I think my generation felt so restricted not being allowed to have animals in their conservative Armenian households, and have rebelled making the industry now the focus of their entire lives :P )

“Whatever you do, or dream you can, begin it. Boldness has genius and power and magic in it.” - Goethe 

Breakthrough…

So admittedly, a couple weeks have passed since my last post and it’s not because the creative juices have stopped flowing or that I simply got bored with writing. Just after four entries of having started this blog, I was approached with a few opportunities to begin my pursuit into the ‘animal world,’ as a professional; no longer a student or child who merely had a love for all things furry (and finny, feathery, etc.).

The position I ultimately came across, applied for, and was accepted towards was one I never anticipated getting because I had never seen anything that lined up so perfectly with what I was looking for and still catered directly to my interests. The small firm, All Points Marketing (Pet Industry Sales Solutions) based out of California, was looking to expand their services throughout the Northeast and I was hoping I’d be the first to jump on board. 

Essentially, as a business-to-business company, they provide marketing, consulting, and sales solutions for manufacturers and distributors that otherwise don’t have the time or manpower to do themselves; then they reach out to retailers who would benefit from stocking these products and educate staff on advantages through product knowledge training.

K9 Natural Dog Food (one of the company’s All Points represents-pretty much the healthiest diet to feed your dog)

Awesome LED-lit aquarium from Current USA (another company represented by All Points; I’ll actually get to test one of these out for myself!)

So what does this all mean for me? A lot of travel (think New England to the Carolinas), visiting different types of pet establishments and becoming familiar with what stores are out there, and learning about new and exciting products that are being introduced into the industry. I anticipate this opportunity will also teach me a great deal of “real life” skills, such as budgeting expenses for reimbursement, familiarizing myself with different turnpikes and roadways, and figuring out which terminal my flights leave from.

If I ever hope to take my dreams of opening a small business seriously, I believe it’s imperative that I do the proper market research, establish the proper connections, and learn from the most experienced before doing so. Just a month into familiarizing myself with the company and in my discussions with the CEO, I am confident I have made the best decision through the first step in what I anticipate to be long and exciting journey with the pet industry. So continue to watch for blog updates; not solely on novel ideas, but also for experiences and a-ha! moments I’m having through this position with All Points. :)

Kibble Bar

It’s funny…the ending to my last post alone gave me the inspiration for this post. This is a good example as to how you can say anything and my mind will naturally think of how it can be applied to dogs. So the last sentence of the previous entry ended comparing Starbucks and Dunkin Donuts, with the former providing individuals with various options for their personalized beverage, while the latter offering fewer options for the less fussy (all in relation to the “My First Puppy” Kit which provides a Dunkin Donuts like solution for first time dog owners). Well, this week I turned to Starbucks and began to think of more personalized options and how it would be intriguing if there were a way to apply the concept somehow to canines.

Substituting coffee with kibble, consider how dogs often seem to favor one dinner or treat over another. You might have three dogs; one favoring chicken, another always jumping the counter for bacon, and the last waiting anxiously for a beefy meal. Odds are there is a science behind the tastes individual canines have, just as humans differ in their preferences. The majority of the choice, however, is left to the owner who typically bases his/her choice on attractive packaging, pricing, or product recommendations. People are constantly looking for ways to humanize their pets, from dressing them up to getting them pedicures; why not give their pets direct choice of what they eat, too?

Sure, you can experiment with different things and eventually find what your pet favors most often to keep him happy. But imagine for a minute, a cafe-like atmosphere and barrels filled with kibble and treats, each covered by plexi-glass, which have holes for easy scent detection. Being that the canine’s strongest sense lies within his olfactory system (smell), having the ability to bring the dog around from barrel to barrel and seeing which scent he prefers most could be considered a more accurate approach in determining his taste, or at the very least a more entertaining approach in choosing treats (free sampling is also a must!).

Yes, I know they’re nuts. Just trying to give you a visual here :P 

Photo credit: http://www.cookingnook.com/images/great-salad-recipes-21320427.jpg

Coupled with a warm, inviting interior and comfortable seating for owners to enjoy with their well-behaved pets, it’s a concept that I have yet to see. The most similar thing I have come across is a Japanese tea garden where you can enjoy your beverage and socialize with cats too. The details and features which to include have endless possibilities, but the basic premise is one I would find an inviting environment for dogs and owners to congregate and enjoy together!

Dogs are better Tokyo Cat Cafe

Photo credit: http://www.globalpost.com/dispatch/japan/090406/tokyos-cat-cafes

 

“My First Puppy” Kit

The title of this concept is pretty self explanatory and may seem relatively childlike, but something that can come in handy for a wide range of first time dog owners. On several occasions, I have witnessed a family introduce a dog, overly excited and ready for years of fun with the playful ball of fluff. Unfortunately, the reality is often different. Forget about the question of who looks after him once the kids are bored: who is his vet? Where do we buy the dog tag? How do we housetrain this thing? What should he eat? The questions are endless, but some of these basics can and should be covered upon initial purchase/adoption of the pup to ensure a smooth transition into his permanent home.

 

Photo credit: http://puppyhousetrainingsecrets.com/bringing-home-puppy-387.html

Admittedly, a pet store or shelter often has established connections with local veterinarians and sells the food and accessories you will need. However, I have never noticed it to be packaged in a way that organizes each element into one. Additionally, this product would specifically cater to the completely clueless, who have never owned a dog before nor are they explicitly aware about the components involved in dog ownership. It can also be particularly profitable and a wise way for businesses in separate circles of the pet industry to integrate. 

For instance, consider the following. Banfield Pet Hospitals have a presence in almost every state with 770 hospitals nationwide. Purina dog food often times comes highly recommended and popular among veterinarians and owners alike, and is again, available readily nationwide. Pettags.com and Caninedimensions.com are both internet-based, enabling widespread access for the manufacturing of dog tags and access to local trainers, respectively.

Window front of Banfield Pet Hospital in Holmdel, NJ 

Photo credit: http://holmdel.patch.com/listings/banfield-the-pet-hospital-167

Incorporating a discount coupon off the first local vet visit, a starter bag of puppy kibble from Purina, and certificates/coupons from Pettags.com and Caninedimensions.com in an attractive package at every pet store/shelter location, would not only establish a strong business connection amongst these entities and provide each location with some royalties, but also enable prospective owners to feel more comfortable with their new responsibility as pet owners. True, some people will still prefer to pick and choose every detail to situations separately  (think Starbucks), but others just want to have everything taken care of and ready to go (think Dunkin Donuts). 

What Started It All…

The question I receive most in regards to my future career pursuits is how did the decision for small business within the pet industry come about and what specifically is it that I want to do. Aside from seemingly being born with a canine obsession gene and having the deepest desire to own a dog of my own since a young age, sophomore year of college is truly when I began to form ideas of pursuing this route. Just to supply you with a further bit of background, I enrolled at Rutgers University with the intent of earning my bachelor’s degree in animal science and planned on continuing to vet school. Well, after completing a year of core science classes and learning more about other career opportunities working with animals, I came to the realization by the time we had to declare our majors that prevet was not my only option and in fact, I could make a living working with dogs and doing so in more exciting and rewarding ways than I could have ever imagined. 

I would say the following three factors led to the root concept that started it all: 1) Learning that business, not sciences, were my forte; 2) Always being a proponent of adoption over pet store purchases and opposing any puppy mill type practices; and 3) Being my own boss and working day in and out doing something I’m truly passionate about. Hence, after doing hours of research and working on a business plan instead of studying for my organic chemistry exams, I came up with the idea that I ultimately desire to pursue long term, above all else. Specific details I’ll keep under wraps, but essentially if there was a way to add value to shelter and rescue dogs by getting them proper vet care/grooming/training, presenting them in the environment of an upscale pet store, and coupling it all with high end luxury products would be not only a socially rewarding but also profitable business model.

Ideally, this is a model I wish to see implemented nationwide to assist in the elimination of puppy mills and mass breeding practices, and the only similar model I have yet to come across is a place called Orange Bone in Melrose, CA. Admittedly having previously functioned as a typical pet store, the owner partnered up with Last Chance for Animals Rescue a few years ago, and ever since, it has grown its presence amongst the public and celebrities alike, providing the most modernized products and services to cater to dog owners’ needs while alleviating the rescue of congestion. (Click here to learn more: http://www.orangebone.com/ )

Orange Bone storefront; Los Angeles, CA

Photo credit: JCLABoutique.com

The following is the abstract to my business plan (with the omission of the store name) to give you a better idea:

Abstract

         This proposal investigates the issues facing the current state of the pet industry and analyzes the sources from which dogs can be adopted. It offers an approach that is not presently commonplace, though would provide an alternative that would result in not only profitable outcomes for the industry, but also cater to the desires of an increasingly socially conscious society.

            The implication being made considers the concept of doing away with the method by which conventional pet stores obtain their dogs, and instead working alongside shelter and rescues to ensure that more of those animals are adopted instead. The majority of pet stores in America presently purchase their puppies from establishments known as puppy mills, where the mothers are overbred to the point of death and often times the puppies are sickly upon arrival after being shipped to stores nationwide. A quick web search of the term will yield hundreds of thousands of hits in reference to these immoral operations along with great media and consumer outrage.

            As this unethical wholesale practice continues to reach broader audiences, the public perception of buying from pet stores will be one of poorer discretion, resulting in the exploration for alternative channels from which one can adopt dogs. The scarce amount of substitutes that are available, however, pose their own drawbacks. Reputable private breeders assure top-notch registered pedigrees, but come at great financial costs that are usually feasible only for those competing in shows and professional arenas. Lesser-respected are ‘backyard breeders’ who sell litters privately right from their homes and advertise in newspapers and online. Even in an increasingly modern and internet-savvy society, people can be skeptical of ‘buying without seeing’ so-to-speak, so this is still not the most practical method of acquiring a dog. The most ideal practice is to adopt from one’s local shelter or rescue where the dogs have been vet-checked, often times already housetrained, but have been abandoned because the previous owner was no longer able to look after the animal due to relocation, allergies, etc. The reason many still don’t examine this outlet however, is because they often have preconceived notions that these dogs are sickly, misbehaved, or they are completely unaware of where the closest ones in their area are located.

            Hence, the ultimate solution to the various issues that have been posed and the focus of this business proposal is “(enter store name)” This start-up will begin in a single location in central, upper-middle class Suburbia, NJ with the potential for growth in other areas that foster growing families looking to adopt the perfect pet. By combining the convenience of location which pet stores provide and by teaming up with local shelters and rescues in place of puppy mills, as well as creating an upscale, clean and friendly environment, (enter store name) will offer consumers with an affordable and socially beneficial outlet towards canine adoption.       

Puppy up for adoption through NJ’s Monmouth County SPCA, at the Purr n Pooch Foundation “Paws for a Cause” event, June 2011

I ultimately ended up earning a BS in Animal Science with specialization in industries and tacked on a business minor. What becomes of it all remains to be seen, but I recently came across the following quote that applies to my vision and future aspirations: “Optimists are nostalgic about the future.” I’m looking forward, reminiscing on what’s to come :)  

Barking Bread

“For sharing times and treats with your canine companion”

A play on the term “Breaking Bread,” this idea dawned on me when I came to the realization that there isn’t really a product line that caters to both the palates of dogs and humans. Haven’t you ever just wanted to take a bite of dog food? Or have you, but spit out the marrow and liver filled treat in disgust? Well, what if you could take a few bites from a bag while hiking and toss your furry friend a few too, knowing it’ll be perfectly safe and healthy for him?

I decided to play around with a few ingredients (canine AND human friendly) and came up with some interesting concoctions:

 

Some ingredients included above: Pumpkin, almonds, rolled oats, flax seeds, cinnamon, brown rice syrup, buckwheat flour

Formed the mix into small muffin trays and pound cake tins; it was more thoroughly cooked in the above arrangement.

I’ll continue to tweak the recipe, but in simple brown bag packaging with a plastic window, and I this is one treat I wouldn’t be reluctant to share with a furry friend!