"Because of the state of our economy, it is time for a new perspective on outdated boarding concepts".

People are travelling less, spending less and expecting more from each dollar they spend.  This presents a challenge for pet care facilities to maintain satisfactory income levels, much less increase overall profits. But with the courage to change and some ingenuity it is possible to prosper during difficult economic times.

As pet care professionals, we go through the motions of doing business each day accepting the procedures and protocol largely due to habit.  Because of the state of our economy, it is time for a new perspective on outdated boarding concepts.

1.   Don't stop advertising.  Why?  Because your competition has probably stopped.  Acknowledge the recession and its challenges in your client marketing, and let the public know that you offer unique pet services at competitive prices. Remind them that your services will fit into their tight budgets.

2.   Reduce your office hours.  Offer a one-hour time slot in the morning and again each evening for tours, drop offs or pickups.  Utilise a competent call centre or answering service to field calls during the off hours. Consider developing a self-service drop off and pick-up area that your premier clients can access at their convenience.  Lower labour costs mean high profits, and customers will adjust to the new policy over time.

3.   Sell add-on services in multiple instead of individually.  And, instead of discounting the price, throw in another free service to increase perceived value.  For instance, off Yappy Hours only in a five-session pass, and include a free gourmet bedtime cookie each night, for no extra charge.  Clients feel like they are getting a bargain, and more revenue is generated from the multiple sales.

4.   Offer community education classes (with an enrolment fee) at your facility to share your pet care expertise with the general public.  A different topic for each forum is helpful.  Topics could include housebreaking tips, barking advice, and breed selection, as well as other things.  This will further your reputation as a pet care expert, generate interest in and traffic to your facility, educate the public, and generate extra revenue.

5.   Become a membership-only kennel.  New clients are charged a nominal membership fee (comparable to a two-day kennel visit, perhaps) and existing clients are "grandfathered in" for the first 12 months.  Craft a list of special membership benefits to be distributed. A cute membership certificate in Fluffy's name (with your facility logo displayed, of course) is also a nice touch and makes the client feel special.  The extra income potential is amazing. Earmark these earnings for specific needs, such as building upgrades. You will soon look forward to your annual renewal date.

6.   Reduce labour costs by utilising disposable dishes and cat boxes.  Seek out some earth-friendly disposables that will not only reduce labour costs but also cut down on water usage.

7.   Develop a new niche of pet care that appeals to a different demographic.  Perhaps you have a place in your facility that could be renovated to provide specialised care for ailing, elderly pets.  Make sure you have something excusing to offer those pet owners who aren't financially affected by the recession.

8.   Eliminate long-term discounts.  The level of care for long-term boarders is more demanding than that of short-term guests.  If Mr Jones can enjoy three weeks in Fiji, then he can afford to pay full price.  Actually, I don't fancy discounts of any sort, as they typically attract disloyal customers who tend to spread their business around in search of the cheapest deal.  The only exception to the rule is.....

9.   Be kind and generous to clients in crisis.  Cancer treatments, family emergencies, accidents, funerals...over the years I have given away thousands of dollars worth of services to many, many clients that I knew were in crisis with this unadvertised, unannounced policy.  Immeasurable kindness and prosperity have returned to me ten-fold, and I'm convinced that this is the reason.  If you only adopt one of these strategies listed in this article, make it this one.

Desperate times call for desperate measures.  If you want to prosper during these uncertain times, you must embrace the concept of change and be courageous enough to explore new ideas.  Instead of "thinking outside the box" I'm asking you to jump up and down on the box, and toss it aside.  It is time for new ideas and new realities in the boarding industry, and you can make it happen.

Source: Pet Services Journal March/April 2009