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Dog Daycare Done Right by Robin Bennett, CPDT-KA and Susan Briggs Dog Daycare Done Right by Robin Bennett, CPDT-KA, and Susan Briggs, CKO Dog Daycare Done Right By Robin Bennett, CPDT-KA and Susan Briggs Dog Daycare Done Right By Robin Bennett, CPDT-KA, and Susan Briggs, CKO Published by: The Dog Gurus, 1312 Harvard St, Houston TX 77008 www.TheDogGurus.com All rights reserved. No part of this book may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photo-copying, recording, or by any information storage and retrieval system, without written permission from the author, except for the inclusion of brief quotations in a review. Copyright © 2017, Robin Bennett and Susan Briggs Bennett, Robin and Briggs, Susan Dog Daycare Done Right We would like to thank Marilyn Marks for her help in editing this book. Her input expanded a few blog posts into this great resource. Marilyn has been a pet dog trainer for 30 years. She is a Charter Member of the Association of Professional Dog Trainers (APDT) and served on their Education Committee for the 3 years it took to develop what has become the Certifcation Professional Dog Trainers (CPDT) exam. In 2000, she opened a day care and training center. Currently she is retired from full-time training and writing books about dog rescue and training. Limits of Liability and Disclaimer: This book has been published with the intent to provide accurate information in regard to the subject matter within. While every precaution has been taken in preparation of this book, the publisher and authors assume no responsibility for errors or omissions. Neither is any liability assumed for damages resulting from the use of the information herein. Furthermore, the authors and publisher shall not be liable in the event of incidental or consequential damages or loss in connection with, or arising out of the furnishing, performance, or use of the instructions or suggestions contained in this book. Copyright © 2017, Robin Bennet and Susan Briggs www.TheDogGurus.com 2 Table of Contents What We’ve Learned from 20 Years of Doggy Daycare Introduction .......................................................................................................................................................... 4 Chapter 1: Lifeguard versus Teacher ........................................................................................... 8 Chapter 2: Smaller Groups, Better Play ....................................................................................... 11 Chapter 3: Smaller Groups, More Money ...................................................................................... 14 Chapter 4: How to Implement Daycare 2.0 .................................................................................. 18 Chapter 5: Supporting Customers Through the Change .................................................... 25 Chapter 6: Ongoing Monitoring of Your Daycare 2.0 Program ....................................... 29 APPENDIX A: Favorite Games and Resources for Daycare 2.0 ...................................... 32 APPENDIX B: Comparison Daycare 2.0 vs. EXpansion .......................................................... 35 APPENDIX C: Summary Step by Step Implementation Guide ........................................ 38 APPENDIX D: Three Steps to Pricing ........................................................................................ 39 APPENDIX E: Marketing Ideas ....................................................................................................... 42 Recommended Resources ............................................................................................................. 44 Copyright © 2017, Robin Bennet and Susan Briggs www.TheDogGurus.com 3 Introduction What We’ve Learned from 20 Years of Doggy Daycare The dog daycare industry is a couple of The pet industry is a non-regulated decades old. Gone are the days when industry and lots of folks see dog people asked “What’s dog daycare?” or daycare as an easy way to make money “Why would I bring my dog here to play working with dogs. So they open a with other dogs?” Daycare for dogs is daycare, or start one in their home, with no longer viewed as a frivolous activity little overhead and high expectations. and instead is considered a much- Dogs come in to play all day long and go needed social outlet for a beloved family home too exhausted to do anything with member. But the demand also means their own families. But now that daycare daycares are popping up everywhere. has been around for more than 20 years, The competition for daycare dogs (and many dog daycare professionals admit dollars) has never been higher. It used that complete exhaustion of the dogs is to be unique to drop your dog of for a unhealthy and should not be the goal. day-long play session with other dogs. Now everyone is doing it. How do you compete in this type of market? It’s no longer good enough to simply “do daycare.” It’s time to re-think and update the “drop of and play” format for dog daycare in favor of a new of- leash play format. One that is modeled on daycare for children and involves more enrichment and structure. We want to ofer you a more fnancially viable daycare option that is better for the dogs, better for your staf, and better for your business. Call it Daycare 2.0. It takes the same fun and safe play environment, but makes it more focused, adds additional activities, and increases revenue. At the same time, the dogs get better quality attention, more individual care, and better rest. Everyone wins. Copyright © 2017, Robin Bennet and Susan Briggs www.TheDogGurus.com 4 The Downside of All Day Play The dog daycare and of-leash play tired in the evening that they have no industry was created because it was real interaction with their families when assumed dogs love to play with one they get home. another and busy dog owners love having a tired dog at home. Play is, after All day play also lacks any real structure. all, important to the development of both Dogs play in the morning and evening people and dogs. Owners, for their part, with an occasional nap time during love to have the opportunity to give their the day. But even with naps, the all- dogs the mental and physical options day-play model doesn’t usually ofer once reserved primarily for kids. much opportunity for structured play or individualized interaction. Dog daycare entered the scene as an opportunity to get the dog of the couch Another downside of the current dog for the day. Dog daycare ofered owners play model is that it is available only a chance to drop of their dog for a day for dogs who feel comfortable in large of play, with most businesses ofering groups. Some dogs, like some people, cageless, all-day play. In this model, the fnd this environment overwhelming and emphasis is on playing in a group of 10- over stimulating. Many dogs prefer the 30 dogs all in one group. But there are company of just a few close, trusted dog downsides to this dog daycare format. friends. When they are in a larger group they may become stressed and display Overall, these are the potential issues some aggressive behaviors or they might from “all day play”: simply retreat into a corner to get away from the excitement. Neither option is • Overly-exhausted dogs healthy. • Some dogs uncomfortable in large Supervising a large group of dogs is groups very draining on the staf. They must be • Over arousal leads to more aggression mentally and physically “on” at all times which leads to more injuries in order to redirect potential issues and engage the dogs, yet keep the energy • Stress on staf leading to burn-out level of the group down. Not to mention and turnover that they must clean up accidents, deal • Poor public perception of dog daycare with customers, prepare lunches, etc., all due to injuries with the commotion of the group play always pressing on them. With careful selection of appropriate dogs and plenty of supervision (industry Finally, larger groups of dogs are harder standard is 1 person in the room for to manage. All day play is more likely to every 10-15 dogs) by well-trained staf, lead to high arousal levels that can cause this model works to exhaust dogs to the aggression and injuries. point of collapse. Often, the dogs are so Copyright © 2017, Robin Bennet and Susan Briggs www.TheDogGurus.com 5 After 20 years of experience, there’s got to be a way! beter Dog Daycare 2.0 IS that new way! In this daycare re-boot, the goal is more structure, smaller groups of dogs, more interaction with staf and more fun for everyone. The goal for your business is also more revenue! With Daycare 2.0, dogs are rotated between small group play/activity times in groups of 3-8 dogs. Regular rest periods and individual activities are also included. Dogs can be rotated into groups as best fts their play style, energy level, exercise requirements, or other factors. Staf becomes more involved in providing structured activities, such as training games and art projects which is far more fun and engaging to your staf than monitoring a group of 30 dogs. Dogs learn how to settle down with a flled KONG ™, puzzle toy, or chewie when it’s time to rest. These are the greatest benefts: • Higher quality of play, despite shorter periods of play time • Higher quality rest which dogs need to be emotionally healthy • Higher quality of interaction with staf, who get to know each dog in a deeper way • Higher quality customer relationships due to all of the above • Staf has more fun because supervision is far easier • Dogs are easier to manage in smaller groups • Everyone is safer from the possible fall out of large-group over arousal
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