The Pet Services Industry Today

The pet industry is an enormous and rapidly-growing market. In the past ten years, the industry has experienced unprecedented growth from $23 billion to over $40 billion – that’s more than American’s spend on movies, music and video games combined. In 2007, Americans spent $41.2 billion on their pets, with a projection of $43.3+ billion in pet expenditures in 2008.¹ This annual spending is expected to hit $52 billion in the next two years, according to consumer research company Packaged Facts, as recently cited by Forbes Magazine.

That is an absolutely staggering degree of growth given our nation’s overall climate of econonic setbacks. The Forbes article continues to bring this point home: “an astounding 92% of pet owners spent the same or more on their pets during the most recent recession period. Many pet owners are even forgoing luxuries in their own lives in order to make sure their pets are living in the lap of luxury.”² Financial experts now widely tout the pet industry as “apparently immune to recession.”³

Indeed, the pet industry is the seventh largest retail industry in the U.S., exceeding the jewelry, candy, toy and hardware industries. Moreover, after consumer electronics, “pet care is the fastest growing category in retailing, expanding about 6% a year. Clearly, consumer demand in the pet industry is at an all-time high.”⁴

Specifically in terms of the pet services arena, dog training and pet care expenditures have increased from $5.2 billion to $6.9 billion within the past three years with major growth now predicted for the next five years.⁵ According to BusinessWeek, “Pet services is one of the fastest-growing [sectors] in the pet industry, jumping 8 to 12% per year.”⁶

For one thing, our pets now have us outnumbered. There are over 380 million pets in the U.S., compared to a mere 300 million of us mere humans. This represents 63% of all U.S. households, and 40% own more than one pet. In terms of dogs, there are almost 75 million dogs living as treasured pets in the United States.⁷ These numbers continue to grow, in spite of economic hard times and setbacks in many other sectors. We love our dogs, and statistics have clearly demonstrated that pet owners would rather go without their own luxuries than skimp on their dog’s daily perks.

However, the most overwhelming trend, which will continue indefinitely, is the population’s emphasis on pets as members of the family.

The market for expanded pet services is increasing as the owner-pet dynamic continues to deepen. PetSmart, the leading wholesaler of pet products, characterizes a large number of pet owners as pet enthusiasts – people who are passionately committed to their pets and regard their pet as a family member. These pet owners have a strong emotional bond to their pets and are the largest consumers of pet services. The strong emotional commitment of these owners is acutely revealed in surveys by the American Animal Hospital Association:

Survey of Pet Owners^8,9

Pet owners reported that they:

• Give their pet a Christmas or Hanukkah present (100%)
• Consider their pet to have human-like personality traits (94%)
• Would be likely to risk their own life for their pet (93%)
• Provide daily exercise for their pet (80%)
• Include their pet in holiday celebrations (86%)
• Take their pet with them on vacations (67%)
• Sing or dance for a pet (65%)
• Celebrate a pet’s birthday (63%)
• Take time off from work to care for a sick pet (53%)
• Spend more on their pet now than three years ago (53%)
• Prepare special meals for a pet (52%)
• Bring home vacation souvenirs for a pet (44%)
• Take their pet to work (44%)
• Display a pet’s photograph at work (43%)
• Would select a dog over a human as their sole companion on a desert island (40%)

This commitment and attachment is especially strong for dog owners. Over 16 million dog owners report that they are more attached to their dogs than to their best friend, and 5.4 million are as attached to their dog as to their spouse.¹⁰ Many pet owners view their dogs as children wearing fur clothes, and are increasingly interested in the emotional stability and happiness of their pets.

Since many American pet owners consider their dogs to be members of the family, they are now lavishing unprecedented spending on their pets. Researchers have identified an emerging consumer trend of “pet parents,” people who think of and treat their pets like children, and pet behavior specialists have noticed many similarities between the two.

Pets are now most popular “with empty-nesters, single professionals, and couples who delay having children. What unites these disparate demographic groups is a tendency to have time and resources to spare.”¹¹ In fact, the “fastest-growing groups of pet buyers, according to Consumer Products & Services Trend Report, are empty nesters and young professionals who postpone starting families but want a substitute.”¹²

Another recent survey found that “nearly 90% of women consider pets members of their family.” (This same report also studied spending patterns among women – a critical demographic for us, since over half of American women 18-49 own at least one dog – finding that “eighty-nine percent of women indicate they will spend the same amount or more on their pets in the next 12 months, while 24 percent plan on spending more money.”¹³)

The sophisticated, family-friendly, fun atmosphere of the Zoom Room caters directly to this trend, and provides owners with the best possible play and learning experiences with their dogs. And a Zoom Room franchise taps into yet another critical trend in our current economy.

For the last few years, Entrepreneur Magazine has been consistently ranking pet franchises on its annual franchise hotlists. Entrepreneur has just come out with their forecast for 2009, singling out a mere eight franchising categories that hold promise for 2009. For 2009, they specifically single out pet service franchises. Here’s what they have to say: “In tough times, pet owners tend to scrimp on pet toys and products, but they still shell out the dough to ensure that their pets stay healthy and happy. While growth in the pet retail sector seems to have come to a standstill, franchises offering pet services like training, day care and grooming are at the head of the pack.”¹⁴

               


¹ “Industry Statistics & Trends.” 2007-2008 National Pet Owners Survey, American Pet Products Association. 2008.
² Mann, Paul. “How the Rich Pamper Their Pets.” Forbes Magazine. Jan. 15, 2008.
³ Morais, Richard C. “Dog Days.” Forbes Magazine. June 21, 2004.
⁴ Mann, op. cit.
⁵ American Pet Products Association, op. cit.
⁶ “Pet Economy: Pet Owners Spend to Spoil Their Pets.” BusinessWeek TV. Dec. 21, 2007.
⁷ American Pet Products Association, op. cit.
⁸ “2004 Pet Owner Survey.” American Animal Hospital Association. 2004.
⁹ Scott, Ph.D., J.D., Gini G. “The Pet Industry Today.” 2001.
¹⁰ “Pet Statistics.” American Pet Association. 2006.
¹¹ Brady, Diane, and Christopher Palmeri. “The Pet Economy” (cover story). BusinessWeek. Aug. 6, 2007.
¹² Morais, op. cit.
¹³ “New Lifetime Networks ‘FemiNation’ Survey Finds 89 Percent of Women 18-49 will Spend as Much or More on Pets Next Year Despite Economic Downturn.” Entrepreneur Magazine. Dec. 8, 2008.
¹⁴ Wilson, Sara. “Franchising Hot Spots: Which franchise categories hold the most promise for 2009?” Entrepreneur Magazine. January 2009.

Canines vs. Caffeine

The American Kennel Club has just released an article that directly addresses the topic of how well a dog service business can not just weather the current economic storm in America, but downright ride the waves with brilliant success. We’ve reprinted the article here for your edification and enthusiastic enjoyment:

AKC Survey Finds Dog Owners Willing to Kick Caffeine Addiction for Canine Affection — Current Economic Woes No Competition For Americans’ Dedication to Their Dogs¹

A survey conducted this month by the American Kennel Club shows that despite a tough economy, pet owners are willing to sacrifice many daily luxuries to provide for the needs of their canine companions.

The survey of over 1,000 people on www.akc.org found that more than 96% of respondents with a taste for gourmet coffee would give up their latte habit to save money for their dog’s expenses. Ninety-seven percent also said they would forego massages or spa treatments in order to afford a vet bill, and nearly 79% would cancel a teeth whitening appointment so that Fido could have his annual teeth cleaning.

One respondent would give up “pretty much anything. I need the gym and I need the Internet, everything else is fair game.”

“In general people are more dedicated to their dogs than ever before. No doubt dogs bring comfort and stress relief to many people during this difficult time,” said AKC spokesperson, Lisa Peterson. “This is reminiscent of what we saw during hurricane Katrina. With people facing great hardship, many remained so loyal to their pets that they were willing to risk their lives. Our survey demonstrates that they are also willing to forgo some of life’s luxuries for the welfare of their pets.”

The survey also found that with the holidays coming up, most dogs can still be assured that they will find a bone under the tree. More than 69% of respondents would cut back on gifts for their friends or extended family before they would skimp on holiday gifts for their dog. Nearly 9% would even scale back on gifts for their spouse before cutting back on presents for their dog.

Healthcare is another area that dedicated pet owners seem to be consistent about. PetPartners, Inc., provider of the AKC Pet Healthcare Plan, says that sales rates are holding up and owners are renewing their policies in consistently high numbers. This shows that pet owners view pet insurance as a way to manage their pet’s health care costs.Some dog owners have even opted to purchase health plans for their dogs over themselves. One survey respondent admitted, “My Cavaliers have health insurance, however, I do not.”

Holiday Gifts

Giving up Like for Like

Cutbacks Owners Are Willing to Make For Their Dog

Money Saving Techniques

© 2008 American Kennel Club

               


¹ “Current Economic Woes No Competition For Americans’ Dedication to Their Dogs.” American Kennel Club. Dec. 8, 2008.

The Benefits of Owning a Franchise

The pet services industry is clearly robust and ripe for the reaping, but why a franchise? Why not simply start your own business from scratch?

A franchise is ideal for people who want to go into business for themselves, but not by themselves. As a franchisee, you’re your own boss, sure, but you’ve managed to steer clear of the pitfalls of perfecting a business model that actually works, and wasting your savings and your sleep in month after month of trying to reinvent the wheel. As a franchisor, the Zoom Room has already invented this particular wheel; now we just want to put you into the driver’s seat so you can zoom off to owning and running a business that will reward you in every sense of the word.

The IFA (International Franchise Association), the most important non-profit association that represents the interests of over 1,300 franchisors as well as over 10,000 franchisees, provides the following summary of the advantages of owning a franchise:

The mutually beneficial relationship that exists between franchisors and franchisees makes franchising unique in the world of business. It provides entrepreneurs with an affordable means of accelerating expansion and achieving development goals more quickly than might otherwise be the case, and with far less risk. Similarly, franchisees have a head start because of the support provided by the franchise system. Franchisors are there to provide “hands on,” one-to-one assistance, while franchisees combine knowledge and resources with entrepreneurial drive and spirit to form a business relationship unique to franchising. Franchising is a field of expanding economic opportunity in which each and every person can play a part based on talent, initiative, and dedication.

Over 500,000 Americans lost their jobs in November of 2008; that represents the single largest one-month drop since 1974. Government statistics indicate that in this last quarter of 2008, 1.9 million American jobs have disappeared; even more startling is the prediction that an additional 2 million more jobs will be eliminated in 2009.¹

If you have been affected by this unprecedented downsizing, you may be thinking about looking to run your own business instead of looking for another job. Americans in this situation might benefit tremendously from the opportunities that owning a franchise provide. Here are just some of the many advantages to owning a franchise vs. starting from scratch:

• Established Track Record – When you buy a franchise, you are purchasing an already time-tested, well-honed, proven concept with a business model that works.
• Faster Start Up – The learning curve is never so short as when you open a franchise. You have your franchisor’s experience to draw upon, and a vast majority of your initial decisions are already made. No need to wonder what color to paint the walls, or which retail products are worth stocking, or which classes will draw in the crowds, or how best to phrase your company’s publicity literature. You receive on-site and ongoing training in every aspect of the business.
• Low Investment – Most franchises keep their initial investment demands low, which favors new entrepreneurs. A franchise benefits by having operations in an ever-widening geographic distribution. In order for the franchise to grow, start-up costs are kept to a minimum.
• Purchasing Power – Furthermore, by being part of a group of franchisees, the company as a whole will enjoy stronger purchasing power and more favorable discounts from suppliers and wholesalers. There’s strength in numbers, and you as franchisee will be the prime beneficiary.
• A Proven Business Strategy – While many new businesses struggle to develop a viable and profitable business plan, franchisors have already done the heavy lifting. The lifeblood of a successful franchise is completely centered on their confidence that you, the franchisee, will succeed. Their success is in every way tethered to your success.
• Name Recognition – It takes years to build up name recognition for a new business when you first introduce your brand into the marketplace. A franchise, on the other hand, can provide you with instant awareness. Furthermore, even if the franchise is new to your particular territory, as the franchise continues to expand both nationwide and in your geographic area, brand awareness will increase exponentially in a way that it never could if you were simply running your own single storefront.
• Pre-Established Supply Lines – Establishing dependable relationships with vendors, service providers and suppliers is one of the biggest challenges for new businesses and can compromise any enterprise. With a franchise, you benefit from relationships that are already well-established and thoroughly vetted.
• Access to Proprietary Methods – A franchise may credit much of its success to some proprietary techniques that they have developed and perfected over the years. This could mean the perfect way to make a reuben sandwich, to cut anyone’s hair in under 5 minutes, or in our case, to train dogs with novel approaches, games, and curricula. All of these “trade secrets” are yours when you become a franchisee.
• Standardized Accounting and Financial Systems – Are payroll, taxes, spreadsheets, accounts receivable, inventory management, and asset allocation not your strong suit? Many new business owners lie awake at night with jumbles of numbers in their head, trying to come up with some way to hold back the onslaught of financial demands and data. In a franchise, a ready-to-go accounting and financial system is already in place for you. You receive your training and then you’re ready to roll.
• Guidance with Site Selection – If you’re starting your own business, the most likely advisor you will find is a realtor. A realtor is first and foremost interested in his own bottom line. When you own a franchise, the franchisor will aid you during the process of site selection. Their motive? Helping you find the location best suited to maximizing your success. There is no secret about the fact that a franchisor receives a percentage of your annual gross sales. That translates to a highly-motivated franchisor who will be your #1 ally. When you succeed, the franchisor succeeds. When it comes to site selection or any other aspect of running your business, you never need to question a franchisor’s motives – they are there to help you thrive, grow, and flourish.
• Local and Nationwide Marketing and Advertising – Hiring a professional ad agency, graphic designer and copywriter can be painfully costly, to say the least. Even then, after you’ve shelled out the money for the best work the experts can provide, you still have to sit back and wait to find out if the campaigns, logo, catchphrases and sales pitches will even work to bring in new business and keep the regulars regular. A franchise can provide you with all of the marketing material you’ll ever need.
• Training Programs – Franchises not only train you to run your business successfully; they also train your employees. In addition to hands-on training sessions, franchisors will provide you with operations and training manuals to eliminate the guesswork from running a thriving business. The policies and procedures for running the business and training and managing employees have already been well thought out, so you can count on an efficient, smoothly-operating workplace.
• A Built-in Support System – Besides the initial training, franchisors are required to check in with you throughout the year, including on-site visits. The central office is always a phone call or mouse click away, and franchisors are there to answer questions and help you through any rough patches. Remember, their success is inextricably entwined with your success, every step of the way.
• Research and Development – Lastly, while you are busy running and enjoying your new franchise, the franchisor’s time is spent analyzing large patterns of data, considering sales results, popularity of certain products or services, pricing structures, and new methods, materials and techniques for further bettering the business. Every time some new innovation is uncovered, you will directly benefit from these advances, incorporating these improvements into the ever-developing lifeblood of your business.

               

¹ Goldman, David. “Lost: 1.9 Million Jobs” CNNMoney.com. Dec. 5, 2008.

Why the Zoom Room?

We trust that by now the numbers alone can speak for themselves, in terms of the unbridled strength of the pet services industry, and the distinct advantages of owning a franchise over starting from scratch. But why us? Why choose the Zoom Room for a pet industry franchise? We’re glad you asked.

• No Prior Dog Training Experience Necessary – Never trained dogs? No problem! Our franchisees receive incredible care, guidance, education and hands-on instruction. You’ll learn about dog behavior, dog nutrition, and other important areas of background information. We’ll teach you, in person, how to train dogs and puppies with our positive reward system, going through every aspect of our curriculum. We even provide you with a troubleshooting guide, because if anything out of the ordinary can happen with a dog (i.e. a terrier who just doesn’t seem to want to trot through the tunnel), it already has, and we’ve figured out a way around it, compiled this information in our training program as well as a manual, and all of this is passed along to you. Once you complete our course (which we provide to you at no added cost), you will truly be able to proudly introduce yourself as a professional dog trainer.
• Unique Brand Identity – Our Zoom Room name, logo, web presence and interior design are all carefully integrated to instantly communicate the fun, enthusiastic, sporty and social atmosphere that clients will both expect and find upon visiting our Dog Agility Training Center.
• Hip Upscale Atmosphere – You know you’re somewhere special when you enter a Zoom Room: the agility obstacle course and gym equipment communicate youth and energy; the luxe lounge area with leather couches, free WiFi and coffee communicate upscale comfort; the Kobe beef and venison hot dogs, peanut butter soft serve ice cream and gumball machines filled with gourmet dog treats communicate the epitome of canine indulgence; the bold color palette, smooth poured concrete front desk, subdued lighting, tasteful retail section and signage communicate a refined sense of style; the faces of the owners guiding their dogs through hoops and over jumps or playing the latest training game communicate that for dogs and the humans who love them, the Zoom Room is the place to be.
• Cutting Edge Curriculum – We do far more than sit, heel and stay. We offer Pup-lates™ Core Conditioning for dogs. Does that sound too L.A.? Please reserve judgment until you’ve seen how happily a terrier scrambles to climb on top of a balancing ball. Want to ensure that a client comes back for class after class? Just wait until you’ve taught his poodle how to locate his lost cell phone by scent. Our innovative curriculum is also highly solution-driven: we offer special Shy Dog classes for rescue dogs, and Calm Down classes for hyperactive pooches who never outgrew their puppy phase. We entertain dogs and their owners while also solving real problems that pet owners face at home. But rather than a cut-and-dry approach to dog training, we incorporate all kinds of games and interactive activities into our sessions to make sure that the learning experience is both successful and incredibly enjoyable.
• Focused Retail Revenue – Less is more. We don’t crowd the space with a thousand different collars, leads, and every brand of organic dog food on the market. Instead we make sure that our retail section perfectly reflects both our brand identity and the needs of our clients.
• Strong Online Presence – With strong brand awareness already integrated into Google, Yahoo, MSN and other major search engines, we have created a web site that our clients find attractive, informative and easy to use. Clients can view schedules, enroll online, and keep abreast of upcoming events. We’ve even created a special member area – a kind of Facebook for dogs – so the social aspect of the Zoom Room can continue at home, online. Owners can post videos and photos of their dog, invite others to birthday parties, and so on. Each franchise receives its own customized website, featuring site specific information such as the bio of the owner and trainers, photographs of members, contact information, etc.
• Low Starting Costs – If you’re reading this, you’ve presumably been doing a bit of research about other dog training, dog day care, and pet service franchises. Have you compared the perks and the startup costs? If not, please do your homework and then come back to visit us again. We are absolutely confident that you will be utterly impressed by our ability to offer you a business that is way more fun and appealing than that of our competitors, and at approximately half the cost of what they charge.
• Flying Solo – The Zoom Room is specifically engineered to work perfectly with just one single owner/operator. You literally don’t need one single employee. As such, it’s ideal for the individual entrepreneur, or to run as a family business with your spouse or (adult) child. That said, your Zoom Room could grow quite a lot in its first year – and once your classes are so full that you’re turning away business right and left, you may start to see the value in bringing in some additional trainers to teach classes for you. No worries, we have Training Guidelines already in place to help you make this transition. Work by yourself, or with an amazing team – the choice is yours.
• Additional Revenue Opportunities – In addition to training classes, private classes, Zoom Room merchandise, and the retail section of the Zoom Room, you also have access to additional revenue streams. For example, the facility is ideal to rent out for dog birthday parties, Doggy DIsco Nights, and meet-ups for dog clubs and groups in your area. It’s a great, safe, indoor facility that many clubs will love. It is also possible to rent out the space during days or times of day when you’re not offering classes to private dog trainers in your area, charging them a site-use fee to train their own clients’ dogs.
• Eye Candy for Passersby – An ideal location for a Zoom Room is in a high-traffic area in a dog-friendly community, in a facility that features a large plate glass window facing the sidewalk. The only downside is that you’ll be using up a whole bottle of Windex every day to keep that window clean after every passerby has stopped to press his nose up to the glass to watch dogs and puppies flying over ramps, darting through tunnels, and skittering through the weave poles. Cute dogs doing cool stuff is one of life’s only guaranteed crowd-draws. And you’ll be projecting this spectacle on a daily basis to every dog owner in your area.
• Phenomenal Client Retention – Because the Zoom Room is such an inviting environment with so many perks, and because the customer experience is such an engaging, interactive and positive one, clients love coming back for more. Owners naturally want to watch their dog’s skill level grow ever higher, and with our classes hierarchically structured (i.e. Pre-Agility, Agility 1, Agility 2, Agility 3, etc.), plus our use of intelligent customer retention software, we make it much easier for you to build up a roster of regulars. And because we are always researching and developing new classes to add to the curriculum, we do everything we can to keep clients coming back for more.
• Alternative to Dog Parks – Whether you live in Miami, where the sun’s so hot that the pavement can scorch a dog’s paws, or Chicago, where blizzards make dog parks an impossible tundra, or Seattle, where a visit to a dog park all too often results in a soaking wet car seat on the drive home, or in Los Angeles, where dog parks are wall to wall with cell-phone yakkers and pooches end up with a spilled latte on their heads, dog parks can be a real drag. Savvy, upscale dog owners are especially aware of the dangers of dog parks – mean dogs, thoughtless and irresponsible dog owners, flagrant disobedience of park rules, etc. Our experience has shown that these dog owners are more than happy to pay a premium to bring their dog to safe, fun, refined indoor play area. Unfortunately, in most cities around the country, such places don’t exist. Once you open a Zoom Room and offer “Open Gym,” (our term for drop-in use of the facility), you’ll have your local dog owners thanking you and singing your praises for bringing this asset to the community. And, of course, you’ll be building up your clientele for classes, merchandise, and special events.
• Proprietary Equipment – Agility equipment can be expensive, and some brands are better than others. We’ve simplified matters by developing our own proprietary equipment, working with professional manufacturers to deliver you all of the equipment you need at below the cost you’d pay if you were starting out on your own and buying from one of the usual vendors. Our custom-designed equipment is tailor-made for our classes and not available anywhere else in the marketplace.
• Low Operating Costs – In addition to low startup costs, ongoing operating expenses are kept to a minimum. Once you’re up and running, there’s just not a lot you’ll need other than the obvious things like electricity and rent. Unlike car tires, tire swings don’t go bald and need replacement. We’ve designed this business to minimize additional expenditures.
• Exceptional Service and Support – When you look good, we look good. We are committed to providing you with assistance every step of the way. You will find our staff to be extremely knowledgeable, experienced, prompt and helpful. We offer telephone, e-mail, and on-site training and support, both initially and on an ongoing basis. We also provide you with exceptionally well-written operations manuals and video training libraries to help your Zoom Room franchise be an overwhelming success.
• Member Loyalty – Unlike most turnstile training facilities, the Zoom Room places a priority on developing a strong bond of member loyalty. We jump through hoops for our clients – and by creating such a strong brand identity and issuing member ID cards to our clients and their dogs, we create an environment in which members associate the Zoom Room positively with all of the fun and often hilarious experiences they’ve had there with their dogs. And remember: member loyalty means both repeat business and utterly priceless word-of-mouth referrals.
• Publicity Friendly – All it takes is your first special event. This could be as simple as a meet-up some Sunday with a local pug club. If you were a local TV station, what would you think about capturing some footage of 40 pugs waddling through agility weave poles? Or a special Halloween event with a local beagle enthusiasts organization? If you were the photo editor at your local paper, wouldn’t you send someone over with plenty of rolls of film to capture the perfect shot of 36 beagles, every one of them in costume?
• No Headaches – The Zoom Room was originally born out of founder Jaime Van Wye’s years of experience owning and running the highly successful upscale dog day care facility, Rover Kennels. Sure, having celebrity clients in L.A. is fun, and she has some great stories about the bizarre requests owners would insist upon for their pampered pooches, but running a kennel or dog day care is not without its headaches… Keeping dogs overnight means you’re running a 24/7 business, which is challenging to say the least; and overseeing a staff of 20+ employees with high turnover, well, it can drive anyone to foaming at the mouth from time to time. So Jaime had an idea: what if she had a dog business that incorporated everything she loved about running a dog kennel, but included none of the components she would happily live without? The answer? Jaime would be a very very happy dog professional and businesswoman. The ultimate incarnation of this thought exercise was – you guessed it – the Zoom Room. It’s literally everything you will love about running your own dog business, without any of those pernicious headaches to keep you up at night.

Why the Emphasis on Agility?

Agility is a fast-growing dog sport, and with the growing presence and popularity of televised agility competitions on Animal Planet and other channels, and even the recent success of “America’s Best Dog” on network TV, more and more dog-owners are becoming aware of the fun and excitement of agility training.

But Agility is far more than a competitive sport; at its core, and practiced recreationally, it is the perfect bonding experience for an owner and dog. The key to Agility is teamwork and communication – which of course are also the very core components of a great relationship with your dog, even when just sitting around the house or going out on a walk. The Zoom Room is not a drop-off training facility; this is one of the most critical aspects of our business model that sets us apart from competitors. We train dogs and owners; we train owners to train their dogs, and to more deeply understand, communicate and bond with their dogs. Everyone knows that a tired dog is a happy dog; we also believe that a smart, well-trained dog is an even happier dog – not to mention one with much much much happier owners. In our experience, placing an emphasis on Agility is an extremely effective means to reach this goal.

For us, Agility is also an integral part of our brand identity. Although the Zoom Room also offers countless other classes – obedience, trick training, puppy classes, and more – as soon as clients step foot into the Zoom Room they are instantly aware of our brand.

The atmosphere is a lot like an upscale gym or fitness center. Where other dog businesses emphasize the “foofy” and the “bling,” we emphasize the “sporty.” Our carefully-selected retail section reflects this brand identity centering on agility, fitness and sports. One foot inside and you know you’re in for a workout.

All the Support We Provide

When you become a franchisee with the Zoom Room Dog Agility Training Center, you can count on us to leap through countless hoops for you! Here is just a quick overview of the service and support you will receive from our talented, experienced core staff:

• Smart Branding – Use of our Zoom Room service mark – our name, logo, and all of the merchandising, signage and interior design we’ve coordinated with our brand identity, for presence both online and brick-and-mortar.
• Cutting Edge Curriculum – Our Pup-lates™ Core Conditioning, Scent Classes, and training for specific areas such as those with shy dogs, overexcited dogs, or dogs with profound ambitions to be giant movie stars are just some of the innovative classes we have developed, tested, and proven to be huge successes. But our innovations don’t stop there – even our “traditional” classes such as Obedience, Agility and Puppy Preschool are chock full of proprietary games and techniques we have designed and perfected. You as a franchisee will benefit from having a curriculum unlike that of any of your neighborhood competitors.
• Training the Trainers – We really shine at taking people with a love for dogs but no prior experience and turning them into professional trainers in record time. We provide you with an intensive hands-on training program and show you every technique. The real trick to training is the same with most professions – flying a plane isn’t so hard; it’s weathering the inevitable storm that really tests your mettle. The same is true for dog training, and so we place extra emphasis on troubleshooting all of the inevitabilities of the dog world: difficult owners, aggressive dogs, overbooked or underbooked classes, hyperactive or hand-shy dogs, and, of course, “stage mothers.” In addition to learning how to teach all of the Zoom Room curriculum, you’ll also receive a troubleshooting manual full of practical solutions and workarounds to all of the situations that can occur when training dogs. We make you into a genuine professional dog trainer.
• Periodic Visits – That’s right – we will come to you. We’ll arrive to shadow you during the course of your day and provide you with additional insights. We’ll sit down to discuss any questions you may have about optimizing your retail section, enhancing the number of facility rentals, training your new staff on the accounting or check-in software, or showing you the latest tips and tricks of the trade we have to share.
• Ready to Go Website – Since you’re reading this, you’re already aware of our online presence and our easy-to-use online navigation and class enrollment system. You will have your own storefront, there to serve just your customers – you’ll have your own domain name which will feature your own bio as trainer and/or owner, as well as pictures of your members, photos of your special events, and news about your Zoom Room location. Potential customers will be able to contact you directly. No computer programming or web design skills are necessary – we take care of all of that.
• Sterling Software – We have a fully-streamlined software system to get you up and running right away. This single solution requires no special computer skills. You’ll have state-of-the-art bar code scanners for retail products, an automatic ID check-in system with sleek member cards for your customers and their dogs, and all of this interfaced with all necessary accounting, inventory management, payroll, scheduling, enrollments, reporting, you name it. Our software makes it easy for you to run all day-to-day operations, track potential leads, stay in contact with your customers, keep track of all schedules, and maximize client growth and retention. This same software allows your clients to manage their own schedules, enroll in new classes, sign up for special events, and much more – all from the comfort of their own homes via the internet. Our system features gift cards, automated check-in, instant class rosters, and loads of other bells and whistles we’ll be happy to tell you about.
• Financing Handholding – Is your big worry finding the right SBA loan, personal loan, or other financial resources to get you on your way to owning your own Zoom Room? We know the ropes and give you some good pointers to finding the best sources in your area for start-up funding.
• Location Vetting – Unlike dog day cares and kennels which require very specific and often hard-to-find retail space due to zoning laws, a Zoom Room, because it does not include any boarding component, is far easier to situate in your area. That said, a great high traffic area with plenty of visibility and just enough room inside will do wonders for your bottom line. We can provide you with resources to help you locate the right real estate listings in your geographic area as you find just the right home for your Zoom Room.
• Online Video Library – Discovery Day, initial training and annual visits are great times for us to sit, stand, jump and run with you and a bunch of dogs to hone your training skills. But why stop there? We have created our own proprietary video training library – an incredibly impressive (if we may say so ourselves), easy-to-follow system for learning or brushing up on a vast range of training techniques and troubleshooting. You and your staff have 24/7 access to this library, and it will provide an especially great orientation to any new trainers or staff you bring on board at your Zoom Room Location.
• Easy to Use Manuals – We’ve taken great pains to make sure that our Operations Manual and our Curriculum Guide are incredibly easy-to-use, straightforward, and well indexed to help you find all the answers you need in a flash.
• Advertising and Marketing Campaigns – We have developed tried and tested online advertising campaigns for Google Adwords, Amazon, and other web-based initiatives. You will have full use of all of these resources to launch your own ad campaigns straight out of the box. We also provide you with templates for fliers, brochures, business cards, and other paper goods you can personalize with your own location-specific information and distribute in your area. We also provide you with Press Releases for you to customize and disseminate.
• Newsletters – As a franchisee, you’ll receive special quarterly newsletters from us, keeping you abreast of new developments, and some of the innovative events or activities taking place at other Zoom Room locations around the country. (Of course, we hope to feature your location in the Newsletter, too!) In addition, we will provide you with templates for newsletters you can send out monthly, quarterly, or as needed to your own members.
• Ongoing Training – All of the world’s best teachers know that learning never ends. We’ve been training dogs forever, and yet not a day goes by that we don’t pick up some new insight, technique, or modification. Recognizing this, we make sure that all of our franchisees receive ongoing training. If there’s a better way to get a dog to stop counter-surfing, or to bring you a latte, we want to make sure you know all about it, so you can share it with your clients and their eager-to-learn dogs.

What We’re Looking for in an Ideal Franchisee

Ok, so we sound pretty spectacular. But just what is it we’re looking for in a partner? In three words: must love dogs. We mean really love ‘em. The Zoom Room is looking for dog-lovers who recognize that the pet service industry is one of the fastest growing and most bulletproof sectors of today’s highly-challenged economy. Recent studies have shown that people would rather skip the hairdresser and wash their own hair in the sink than skimp on their dog’s grooming, and would sooner eat canned tuna seven nights a week than let their puppy go without their favorite treats. Ideal franchisees are business-savvy enough to recognize the opportunity at hand. They are also highly-motivated individuals, great at getting a group on its feet and excited about a new dog game or trick. You don’t have to have deep pockets to own a Zoom Room – the costs of starting a Zoom Room are approximately half that of our competitors. But we do like to see solid credit, and good financial stability.

Is previous dog training required? Not at all. We are pros at training trainers. We have developed a curriculum that is innovative and way ahead of the curve. We’ll teach you and your staff everything you need to know to train dogs – and to troubleshoot when things just aren’t working right, or to resolve conflicts between dogs or dog owners.

We require you to be ambitious and hard working, ready to put your all into the business in the critical first year of operation to let all of the dog owners in your territory be fully aware of the incredible atmosphere and services you have brought into the community.

Lastly, and perhaps most importantly, we’re looking for people who recognize that although the Zoom Room teaches classes to dogs, our real customers are the ones who pay the bills – good old-fashioned human beings. This is, above all else, a customer-service-driven business, and a franchisee must exemplify friendliness, courtesy, affability, and the good sense to resolve all customer interactions on a positive, upbeat note.

A Bit More About Us

The Zoom Room was founded by Jaime Van Wye. Jaime conceptualized the Zoom Room after trying to refer dog training clients to local agility classes – and finding that there were none! Frustrated by long drives and outdoor puddles, she decided to offer her dog training clients something more, and opened L.A.’s first indoor dog agility training center, concentrating exclusively on providing a much-needed social outlet for the discriminating urban pooch owner.

A graduate of U.C. Berkeley with a degree in philosophy, Jaime has trained dogs in search and rescue, bomb and drug detection, criminal apprehension and tracking, as well as how not to bite the mailman. Her greatest dog training accomplishment to date was teaching a Labrador how to pee in a urinal – and flush. She also works as a kennel consultant (www.KennelStart.com) and has written extensively on dog daycare and kennel management. She speaks regularly for the Pet Care Services Association (formerly the American Boarding Kennel Association), and currently serves as the Dog Daycare Chair of the PCSA. Jaime is the author of the satirical self-help book, How to Have an Ill-Behaved Dog (Knock Knock), as well as a regular columnist for Pet Care Services Magazine and Dog’s Life Magazine.

Jaime is a Certified Master Dog Trainer, a graduate of the North State K9 Academy, and a Professional Level Member of the International Association of Canine Professionals.

Step By Step Guide to Owning a Zoom Room

1. Complete our online Information Request Form

Please fill out our online Zoom Room Franchisee Application Form. Once you have completed and submitted the form, we will be back in touch with you shortly to provide you with additional information.

2. Initial telephone call

We will follow up with you via telephone to answer any questions you may have and to go over the responses you submitted in your Information Request Form. We’ll cover a wide range of topics including the dog community in your area, your background and experience, your expectations and ambitions, and much more.

3. Confidential Financial Profile

After we speak and all questions have been answered, we will send you a confidential profile for you to complete and return to us. This document will give us a full understanding of your finances as relevant to becoming a Zoom Room franchisee.

4. The Universal Franchise Disclosure Document (UFDD)

After we receive and review your financial profile, we will send you our UFDD (Universal Franchise Disclosure Document). The UFDD clearly lays out the legal responsibilities of owning and running a Zoom Room franchise, as well as the relationship between us, the Franchisor, and you, the Franchisee.

5. UFDD Clarifications

Once you receive your UFDD, you may have some questions for us. We’ll be more than happy to discuss the document in great detail with you to ensure that all of your questions have been answered.

6. Discovery Day

Discovery Days are held at our central office in Culver City, California. This is your chance to see a Zoom Room in action, to meet our CEO and Founder, Jaime Van Wye, and to learn all the ways we’ve integrated our branding, marketing, training, retail, administration and client management to create an environment that is fun and exhilarating for both owners and clients (and, of course, their dogs.)

7. Signing the Agreement

After we’ve completely reviewed each other’s documents and met in person during Discovery Day, we will make a final assessment. If we believe you’d be a wonderful addition to our growing Zoom Room family, we will then send you a formal written offer for your assigned territory. Once you sign this document, you will officially have joined us and become a Zoom Room Franchisee!

Ready to Join Us?

Now it’s our turn to learn more about you…

Please fill out our online Zoom Room Franchisee Application Form

Disclaimer

THIS FRANCHISE IS NOT BEING OFFERED TO RESIDENTS OF THE FOLLOWING STATES: ME, CT, MD, VA, NC, RI, SC, FL, KY, IL, IN, MI, WI, MN, ND, SD, NE, TX, UT, CA, HI, NY & WA.

AT THE PRESENT TIME, THIS OFFER IS NOT DIRECTED TO ANY PERSON IN THE STATES LISTED ABOVE BY OR ON BEHALF OF THE FRANCHISOR OR ANYONE ACTING WITH THE FRANCHISOR’S KNOWLEDGE. NO FRANCHISES CAN BE SOLD IN THE STATES LISTED ABOVE UNTIL THE OFFERING HAS BEEN REGISTERED AND DECLARED EFFECTIVE BY THE APPROPRIATE REGULATORY AUTHORITY AND THE UNIFORM FRANCHISE DISCLOSURE DOCUMENT HAS BEEN DELIVERED TO THE OFFEREE BEFORE THE SALE WITHIN THE APPLICABLE TIME FRAME. THIS FRANCHISE IS OFFERED ONLY BY DELIVERY OF A FRANCHISE DISCLOSURE DOCUMENT.

THIS NOTICE WILL BE REGULARLY UPDATED AS WE RECEIVE APPROVAL FROM EACH STATE. IF YOUR STATE IS LISTED ABOVE, YOU ARE STILL WELCOME AND ENCOURAGED TO FILL OUT THE APPLICATION, AS WE WILL PROCESS THESE INITIAL APPLICATIONS IN THE ORDER THEY WERE RECEIVED; IN SUCH CASES, WE WILL NOTIFY YOU AS SOON AS PERMISSION HAS BEEN GRANTED FOR YOUR STATE.