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

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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

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.

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.

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

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

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

• As an additional service for a facility already ofering traditional daycare • As a replacement to your traditional daycare • As a brand new concept for starting up a daycare

A Daycare 2.0 program is fexible and can be tailored to the space you already have. It requires a small investment, but allows you to charge a lot more. Everything you need to know to get started is on the following pages!

The main goal of any good dog daycare Good, safe dog play has the following is to ofer safe play sessions that enrich general qualities: the dogs’ social skills, not just tire them out. In order to make this happen, you • Dogs play and interact with appropriate must be able to recognize good quality play behaviors and “green” body dog play and understand how to keep language* play safe. • Play supervisors always observe the group for “yellow” behavior and are ready to intervene with known-skills for bringing things back to “green” * • Play supervisors initiate games with dogs, keeping arousal levels low and making sure that no dogs are worried about the arousal level of others • Play supervisors use verbal cues, body blocking and proactive intervention to manage group interactions • Dogs are challenged mentally with games, movement to and from the playgroup, and the use of leadership exercises • Play supervisors spend time interacting with each dog individually and set dogs up for success by knowing their limits, play styles, and help signals

*This is a reference to the three type of play behavior in Of-Leash Dog Play by The Dog Gurus. Green for “go” is the safest play type.

Copyright © 2017, Robin Bennet and Susan Briggs www.TheDogGurus.com 8 Large-group Supervision is When you open a daycare because Challenging you love dogs and love to watch them play, it’s a hard reality to fnd out that With a large playgroup, even with low you are there mostly just to keep the staf-to-dog ratios, some of the qualities peace! People envy you because you of good play mentioned above are get to “just play with dogs all day,” but hard to achieve. It takes great skill you know the reality – besides picking and experience to be able to allow up poop and dealing with the customers, ball-fetching and tug of war while still it’s a bummer that dogs see you as hall keeping an eye on the rest of the group. monitor rather than play buddy. That’s Thus, many daycares opt not to ofer why a new concept, one which allows that type of play or do so with mild to you to still enroll a large number of dogs severe risk, depending on overall skill but lets you supervise them in small of the playgroup supervisors. The groups is so wonderful. ability to provide individualized training, supplementation or mental challenge is Activity Center Stimulation practically non-existent. When you change from all day play to Dogs can have fun without interactive ofering rotating, small group play, you toys and individualized, structured can pay attention to the micro-details interaction, but the fact that safe group that get lost in the large-group model. play is harder in a large group speaks You will know each dog better and enjoy volumes about the limitations of the individual activities and play sessions in large-group model. ways you never did before. Debbie said, “I love the fact that we now incorporate Debbie Oliver is the owner of a 20-year- training and mental stimulation much old dog daycare facility (one of the frst more than we could before. All snacks in the business!) with a longstanding are served out of food puzzles and we reputation for safety who has changed have really seen dogs improve with those. to the Daycare 2.0 model (which she Initially some wouldn’t even eat in the calls a canine activity center). This is beginning.” how Debbie described her feelings about supervising large groups in traditional When working with smaller groups, you daycare: can play with a purpose. Each day you can provide mental stimulation with “We got into this business because we love activities such as games, tricks, relaxation dogs and like to have fun with them and exercises, leadership exercises, massage, play. But you can’t really do that when training, tricks or anything else you trying to keep energy levels low, most of choose! The sky is the limit and you the time you can’t even sit down with them. can add new activities anytime. A list of …… It felt like we were more like lifeguards. activities can be found in Appendix A. We just supervised and watched closely to make sure no one got hurt, but we weren’t The purposes you fulfll are equally able to really play.” boundless. You might be bonding with

Copyright © 2017, Robin Bennet and Susan Briggs www.TheDogGurus.com 9 a dog, helping a dog gain confdence, “Just like beauty, the joy of play is in the burning extra energy through puzzles, or eyes of the beholder. Every dog is diferent creating go-home art projects that serve and every dog enjoys playing in diferent as value-added loyalty-building bonds ways.” with your customers.

This quote, from Karen London and PatriciaMcConnell in her book Play Together, Stay Together, Happy and Healthy Play Between People and Dogs, is a good reminder that variety is good for dogs!

Small Groups of Dogs dogs. Some enjoy large group play, but many prefer smaller, more structured Dog daycare has certainly advanced the groups. public’s awareness of the benefts of providing a social and physical outlet for Age and temperament also play a role. their dog, but not all dogs are a good ft. Some dogs love the rough-housing and Owners are often disappointed when chasing of daycare when they are young, they fnd out their dog isn’t a social but once they become an emotional butterfy who enjoys all day play. But adult, around age 2, the need for that the reality is, based on our experience, sort of fun wears of. Other dogs are just many dogs, perhaps up to 60%, don’t more introverted by nature. They may really enjoy daycare. love tugging and chasing but just can’t come out of themselves enough to do it When you think about it in human terms, with a large group, and prefer to interact going to a large-group play session is that way just with their best buddy. rather like going to a tail-gate party, or even a frat party if you can remember For example, consider Denver, Robin’s back that far. It is one way to have social dog: “Denver loved playing with small interaction, but it is not the only way. groups of dogs, but would become irritable Some people prefer cofee with a friend, and aggressive when he played with or getting together with a small crowd larger groups. Denver was joyfully happy to enjoy a less-active sporting event like when he chased and wrestled with 3-4 tennis or golf. It seems no diferent with playmates. But when put in a nice group of

Copyright © 2017, Robin Bennet and Susan Briggs www.TheDogGurus.com 11 more than about 6 dogs, his arousal level if they didn’t do well in a larger daycare would go over the top and he would get group. You will have a larger pool of dogs overly stimulated. This resulted in more that can attend your center. aggressive displays. It wasn’t good for him or for the other dogs. Initially, I fgured By ofering smaller play groups, your Denver was simply a dog with high energy evaluation criteria no longer needs to and arousal but I soon realized it was a include “does well in a large group” or group size issue.” “unable to handle high-arousal times” or “doesn’t do well with ______Debbie Oliver has this to say about the [small dogs, large dogs, etc.]” or “too changes she’s seen since moving to a much prey drive for a mixed group”, or model that allows for smaller groups of any such problems! You will still have dogs to play: “We had one dog coming for criteria, but you will be able to ofer more 7 years that I just assumed was a “hangout, individualized groupings. not do much” type dog. Turns out that the larger playgroups just made him too Quality Play uncomfortable to participate much. He Let ‘em run! Let ‘em chase! Let ‘em tug! never really acted stressed, but now that I When these things develop within a large see the diference, he was stressed enough group, they require immediate attention not to do much.” and continued observation in order The goal with Daycare 2.0 is to take more to turn out well. When a small group dogs without signifcantly increasing does it, it’s just fun. Some supervision is your current space or staf. This model required, as usual, but when play groups of daycare should allow you to take dogs are chosen based on similarity of play that do well in small, special groups even style or ability to handle certain levels

Copyright © 2017, Robin Bennet and Susan Briggs www.TheDogGurus.com 12 of arousal, friendships and trust builds Smaller playgroups allow for a higher between dogs and the likelihood of quality of play in shorter periods of time. intense dog play leading to “red” behavior Dogs will be ready for breaks, which is greatly reduced. allows them to get the quality rest they need to be emotionally healthy. Here Now that she is using smaller groups, is Debbie’s experience of the new play Debbie Oliver has noted that high-arousal format in regard to the dogs getting play, the bane of her existence with the enough exercise with shorter play larger groups, has become something sessions: “I was not sure if customers were she and the dogs can really enjoy: “The concerned about what seemed to be more dogs are much more active with our nap times, but I was. When we do the “high smaller playgroups. One of my personal energy” activity time, which normally lasts favorite things to watch now are chase for about 20 minutes, (each dog usually games, that we can safely let go on for a gets 3-4 a day), the dogs were more tired little bit longer than we ever could with the than they were with our previous model. larger groups. The dogs that are chasing So with some dogs we have to reduce the almost always stop by themselves before number of high energy activity times.” we have to step in. Prior to our change, we never let them get started because they rarely ended well.”

Since the dogs play hard and get mental stimulation from employee-based activities as well (and we all know that mental exercise is just as tiring as physical) they are tired after just 45 minutes of play, and will welcome an opportunity to chill out. In fact, the all-day-play model has, from its inception, garnered critique for creating doggie athletes by conditioning dogs to 6 to 8 hours of on-your-feet- and-awake play and hours of constant physical movement. Remember that each moment of eye contact is communication between the dogs; they have to mentally and physically respond with, “nah, I’m too tired (or too old, or too good for you…) or “sure, I’m game, but give me a minute, I have to bug JoJo for one more moment.” That gets exhausting! How would you like to be at a cocktail party for 8 hours a day?

This one just doesn’t seem possible, does Basically, Daycare 2.0 is like being a it? But it is! For three reasons: Montessori school. You are offering specialized, mission-driven expertise with • By rotating smaller playgroups “students” selected for certain groups, throughout your play spaces during personal attention, and small group the day, you can actually handle more activities. You can charge more because dogs you ofer more value! • By ofering individualized, structured time, you can charge more for this VIP- type service • If you raise prices signifcantly to cover your special services, you could reduce the total number of dogs you serve daily, if you wanted to.

Here is what Debbie had to say about her switch to the Daycare 2.0 model: “Revenue is up almost 40% through June. Our full price increase did not go into efect until March 1. With that said, our average number of dogs has also decreased.”

Let’s compare numbers and capacity of dogs to the space.

Below we compare:

• Adding 15 dogs to your large group play facility

• Adding 15 dogs using the Daycare 2.0 concept

We will look at both in these areas:

• Set-up Investment Required

• Ongoing Proft Contribution

• Daily daycare fee of $25 for regular versions with and without space daycare based on 2015 industry build-out average • Daycare 2.0 expansion costs include • Daily daycare fee of $35 for Daycare equipment and supply investment for 2.0 for individualized services individual activities described in the • An annual membership fee* of $100 implementation plan and rest periods paid by Daycare 2.0 dogs to reserve • Both models include one new their space staf member daily and 14 start-up • 15 Daycare 2.0 positions are available dedicated training days 5 days per week with dogs committing • Our costs were determined based to a regular weekly schedule on quick google searches; you would • 15 regular daycare positions are added want to spend more time getting with the expansion and replaced by actual quotes from your preferred new dogs in the 2.0 model vendors and update our model with your actual numbers • Regular daycare expansion costs include addition of rest enclosures *See ideas on membership later in this and playground equipment and chapter

The table below summarizes the results of our models:

Set-up Months to Monthly Proft Annual Proft Model Investment Payback Contribution Contribution

Regular w/ Space $68,286 15.3 $4,470 $53,640 Buildout

Regular w/out $6,270 1.4 $4,470 $53,640 Space Buildout

Daycare 2.0 $14,216 2.2 $6,445 $77,340

Daycare 2.0 is a ! financial win

Copyright © 2017, Robin Bennet and Susan Briggs www.TheDogGurus.com 15 Our models indicate that Daycare 2.0 Membership Has its Privileges provides the highest ongoing proft contribution. Even when you consider Another pricing option to consider is the equipment investment of close to ofering a membership for your clients. $15,000 the investment can be paid back A membership program can generate in a little more than 2 months. revenue and make clients feel special by providing special care and privileges Expanding without space build-out to the members. has the shortest investment payback, but assumes businesses have excess capacity to fll. If your business is operating at near capacity in your daycare we think you should consider expanding using the 2.0 model.

See the detailed excel worksheet screenshots in Appendix B as a guide you can use to forecast specifcs related to your business (members of The Dog Gurus have access to the Excel spreadsheet. Visit www.TheDogGurus. When Susan opened Urban Tails in 2000 com to learn more about the benefts of she ofered a membership program. She being a member). wanted to create a community of pet parents that were loyal to her business and We love scenarios where the dogs beneft felt special. She also knew the annual fat and the business also benefts fnancially. fee would be an important revenue boost Dog Daycare 2.0 is a defnite winner that to her business. Her early experience just needs courageous business owners makes it easy to highly recommend to lead the change. implementing a membership program.

Let’s consider the pros and cons of implementing a membership program. Pros Cons • Clients feel special as members of • Clients may resist the membership an exclusive club fee • Clients get access to scarce services • Staf must understand value and (for instance, a guaranteed spot in how to explain to clients Daycare 2.0, priority boarding during • New procedures including added peak seasons, etc.) paperwork with a membership • Business gets more revenue upfront agreement & monitoring renewals to help fund your VIP program • Handling refunds in event of client • Business has a recurring source of moving or a dog who can no longer revenue each year participate due to health concerns

Copyright © 2017, Robin Bennet and Susan Briggs www.TheDogGurus.com 16 In the Daycare 2.0 scenario we really exclusive drop-of and pick-up hours, recommend you make an annual special events, guaranteed health membership fee a requirement of your warranty program, or small discounts program. You are providing a service that on other services. is unique and rare in your market. Each dog is going to spend their day at your One caution is to not load so many center in a custom program based on benefts into the membership that you their individual likes and needs. You will lose money ofering it. Look at your list have very limited capacity to provide of benefts and assign a dollar value this service. The increase in individual to them. At the same time, assign any attention requires stafng based on the costs related to the beneft that you incur. number of dogs that have reserved space The best benefts are the ones that cost in the program. Due to these reasons, it’s you very little. Then, determine how easy to make membership a priority that much you are going to charge for your guarantees access to the program. membership to be sure you are not losing money. A good recommended starting The frst step in successful implementation point for an annual membership would of a membership program is that you be $199. Look at the total value provided believe in the value of the service you and price so members realize they are provide and clients receive as a member. getting a great deal while you still make The next step is to list the benefts of a proft. You must also decide if the fee membership. For Daycare 2.0 the list is per household or per dog. Be sure if starts with access, but you can also you decide to discount a second dog include other perks based on your that your costs are covered plus a proft business operations. You could ofer by the combined fee. preferred lodging access to members,

How Does This New Model Work? A Step-by-Step Guide Will I Be Changing Everything? to Implementation The list below will help you begin Before you start your planning and implementing a new model of daycare for implementation, it’s important to identify your business. Don’t get overwhelmed! your goals. You can do this in baby steps at your own pace. And you have a couple choices that • Do you have a fnancial goal? can help you implement this without too • Do you have a volume/# of dogs per much stress: day goal? • Start with just a small group as a beta- • Do you have a “let the staf have fun test for your business. However, if you again” goal? are confdent and comfortable with These goals should be written down, change, implement it all at once. The discussed with staff if not planned choice is yours! with them, and should guide your • Continue ofering your basic daycare implementation and evaluation. This is service while making the new model a little idea that means a lot! The steps a “VIP OPTION” for your clients. for getting started outlined in this chapter However, if you really want to push look easy step-wise, but they may be forward, you can make the VIP Option a little less straightforward as you go the only option to truly set yourself through them. Having your eye on your apart from the competition. Our prize will help guide you if you get a hope is that all your clients will see little stuck. the value in the VIP Option and that NOTE: If you are a new start-up business will bring in more revenue for your without customers yet, you can skip this business. Again, the choice is yours! part, but if you are planning to make changes to your existing daycare, you need to take a moment to think about whether you are going to:

• Set a frm date and make the change (planning ahead of time, of course) or • Test the model within your current day by having a beta-test group or • Add the activity-based concept as an additional choice for current or new customers.

Copyright © 2017, Robin Bennet and Susan Briggs www.TheDogGurus.com 18 We highly recommend that you read 2. Determine some individual activities this entire book and talk to some other you can ofer during your new model daycare owners who have made the of daycare. These are activities that switch to this new model before deciding a dog can do in small groups of 2-3 what is right for you. However, it will help with a staf member or they may be you, as you read through this chapter activities they do individually with and the next, to have a feeling for what a staf member. Activities will vary you might do. Otherwise it may seem depending on your facility set up, overwhelming. So for right now, plan amenities, staf skills, etc. They can to your heart’s desire while keeping in be scheduled for every day, once a mind that you will tailor it later to keep it month, once a year, once a quarter – sane and do-able for your needs when whatever fts your needs, but mostly, the time for change is right. for Daycare 2.0-style, several times a week is the goal. Activity choices Implementation Steps: should refect your goals. For example, (see Appendix C for a short list of if you want to make sure customers these steps) see the value, teaching their dog tricks, sending home art activities 1. Identify your basic groups of dogs or photos from parties flls the bill. attending daycare by activity level, If making money is a goal and you size, or any other demographic you don’t already have agility equipment, feel helpful. The goal is to identify investing in regulation pieces should some possible groups you can target not be under consideration. Here are as good candidates for your new some examples…use your imagination model of daycare. Here are some and ask your staf for input as you examples of groups…yours may look create your list. The activities may diferent. Ask your staf for their input! vary depending on your facility set • Seniors up and amenities. (See Appendix A) • Wallfowers who don’t play too • Long walk/nature walk/hike much • Swim/pool time • Treadmill • Small dogs (8-25 lbs.) • Run • Low key adult dogs • Brushing • Tiny dogs (up to 7 lbs.) • Massage • Overweight dogs that could use • Art activities more exercise • Nosework • Special parties • Super smart dogs that need more energy outlets • Buddy play with 1-3 other dogs • Tricks • Dogs that are hard to keep • Tuggo time with a Tuggo toy engaged in daycare (maybe they • Woof stick playtime bark too much, harass the other • Fitpaws dogs too much, annoy the staf too much, etc.) • Agility

Copyright © 2017, Robin Bennet and Susan Briggs www.TheDogGurus.com 19 3. Purchase any needed supplies for • Create a “wall” where there was conducting individual activities. Once none before using PVC pipes you’ve determined the activities you and visual screens want to use for your new model of • Purchase fencing that you can daycare, you’ll want to purchase at stretch out as a wall least one of each toy or piece of equipment you want to use if you • Purchase pre-fab kennel runs don’t already have them. in which you can place a few doggie friends together to rest 4. Create space for rest periods – Since (for those who dislike actual one of the main aspects of this model cages, this is often a great is a balance of more play and more alternative) rest, make sure the rest area is rest- • Borrow space from a staf room, inducing. Your resting area should be bathroom, storage area or such calm, preferably a room of its own by turning it into or partly into a with no trafc, and where you can bank of cages. turn of the lights, play music and add calming scents. The lights and the • Dog-proof a staf lounge area scent will be paired with “relax time” and have places for the dogs in the dogs’ mind. Even if they don’t to rest, crated or not, possibly actually sleep, they will be emotionally some tethers so they cannot at rest. This means you’ll need a space reach each other as an option for dogs to rest. If you have lodging for some dogs and have staf facilities, your unoccupied lodging supervise rest time enclosures can be dedicated to this 5. Teach the staff how to do your purpose. If you don’t have lodging individual activities. Your staf may facilities, then you’ll want to purchase actually need to learn how to play with crates/enclosures for this purpose. the dogs! If you’ve had a focus on To start out beta-testing this program keeping the pack calm, you probably we would recommend 5-10 resting limited the amount of tugging and spaces. Creating a rest space may chasing the dogs were allowed to be one of the most difcult changes do and/or the amount of the human you will face, especially if you are involvement in the dogs’ play. In an existing daycare that has been Daycare 2.0 the idea is to become “cageless.” In that case, you may more interactive and let the dogs have no extra space to dedicate to really get excited and play in the rest time. You may also have dogs in smaller, safer group setting. During your group who have crating issues this part of the implementation (known to you or not) and customers program you’ll want to let the staf who chose you specifcally for having work with 1-3 dogs, or whatever size no crates. Again, we will deal with groups you are planning, to see if they customer sensitivities in the next can efectively put into practice the chapter, but for space issues here activities you’ve selected. Focus on are some ideas:

Copyright © 2017, Robin Bennet and Susan Briggs www.TheDogGurus.com 20 how to use the toys properly, how comfortable with being brushed. to get the staf to safely engage the Don’t forget a review of reading “I dog during the activity, and how to don’t want more” signals from the teach the dogs to safely use the toys/ dog. (See “Of-Leash Dog Play”, equipment. Here are some things you chapter 4 on stress signals for may need to work on: examples)

• Teaching release word (for tug • Permissions needed from owners games) to use treats in training tricks, nosework or other activities • Watching for the end of dog- dog tug games (the looser may • Basic safety information for things become frustrated and need re- such as water safety, heatstroke direction) awareness, etc. • Learning what body language 6. Based on your work with the staf, looks like at higher levels of create a one-page sheet of guidelines arousal than were allowed before and suggestions for each activity. This • How many toys work best to keep can be used for training future staf or dogs from guarding them when a current staf member begins an activity after not doing it for a • How to re-direct at a higher level period of time. It also serves as a great of arousal tool for evaluating whether the staf • How to get dogs into and out of are doing their job. In addition, this crates/enclosures safely if you documents that you have provided had none before staf training for the new roles. • How to teach a dog to use the 7. Create your new program on paper. treadmill, ftpaws, agility or other This is where the fun and creativity equipment you will be having them begins. Work to create a beta- use. Note: Many toy/equipment testing program for 5-10 dogs. The manufacturers have videos online goal here is to create a VIP Option of to show you how to use their toys/ daycare that allows you to pull 5-10 equipment safely and properly. dogs out of normal daycare at certain • Establish guidelines on how to times of day to provide them with handle dogs during activities that additional activities tailored to their involve going out on a leash. For mental and physical energy levels. instance, requirements for double We recommend dividing the day into leashes and/or ID tags, safety 30-minute increments from opening checks prior to exiting your facility to closing. Assign an activity that the fences. dog will participate in during each time • Proper use of any grooming tools slot from the main categories listed if brushing is part of the individual below. Note that some activities may attention plan along with proper be repeated. For instance, group play handling of dogs to get them might be one hour (two consecutive 30 minute blocks of time); rest might

Copyright © 2017, Robin Bennet and Susan Briggs www.TheDogGurus.com 21 be 90 minutes (three consecutive 30 minute blocks of time). • High energy group play • Individual activities • Engage and mellow out in small group • Enjoy mentally challenging food toys and puzzles • Rest

Here is one sample schedule to consider:

• 7:00-8:30 Arrival, short potty walk & puzzle treat toy in enclosure • 8:30-9:30 VIP Playtime with other dogs • 9:30 – 11:00 Individual Activity Session (15 minutes) & Relaxing with Soothing Music with a staf member • 11:00 – 12:00 VIP Mellow Group Hang-out Session with other dogs • 12:00 – 2:30 Individual Activity Session (15 minutes) & Relaxing with Soothing Music with a staf member • 2:30 – 3:30 VIP Playtime with other dogs • 3:30 – Pick-up Relaxing with Soothing Music in enclosure

Copyright © 2017, Robin Bennet and Susan Briggs www.TheDogGurus.com 22 8. Brainstorm some names for your by ofering 2-3 sessions each week new program. Get some pizza for for one month. a staf lunch and collaborate! You want to come up with a great name 12. Assess the program based on results for your new program. Here are some from your beta-testing. Find out from suggestions: the staf what they liked and didn’t like about running the program and look • Fun Pup Club for ways to improve things. Find out • Montessori School for Dogs from the owners what they liked and • Club Buddies didn’t like about the program and look for ways to improve things. What did • VIP Daycare you learn from the dogs who were • Happy Hounds participating in the program? Here are some questions to consider: 9. Determine when to offer the program. To keep the new VIP Option • Do the dogs still play the same manageable as you test it out, we way in the small group as they would recommend offering this do in the big group? option 2-3 times per week. Monday/ • Do you see any new play Wednesday/ Friday or Tuesday/ behaviors as they play in small Thursday. However, there is no groups? one right way to do this. We would • Is there more activity or less suggest picking days when you can activity when the dogs have adjust to the new format and aren’t shorter, high quality times of already super-busy. But remember play? you can adjust as you work out any bugs in the new format! • Do the dogs seem just as tired when they go home? 10. Invite a few clients to beta-test your • Does your staf fnd it easier to program. Remember that list of dogs interact with the smaller groups? you created in step 1? Take a look at the groups and see if there might be • Does the staf have more fun a group that would really beneft from with the dogs? your new program option. Invite these • Is the staf more relaxed? owners to beta-test the program for a reduced fee for one month. Ask 13. Make any tweaks based on the beta- them to commit to bringing their dog test. If you need any adjustments to each day that you ofer the program. your program now is the time to make The goal would be to have 5-10 dogs them! in your VIP program each time you 14. Determine the pricing for your ofer it. new VIP Option! We think this new 11. Beta-test your program. We would program provides much more value recommend giving the program a try to your client. They are getting better

Copyright © 2017, Robin Bennet and Susan Briggs www.TheDogGurus.com 23 quality play, better rest, and more register (and pay their membership individualized attention. You need fee) only at certain times of the year. to set a price for that. Also consider 16. Continue to evaluate and reassess on making this a monthly, semi-annual a quarterly basis. Continue to tweak or annual membership for those who your program and marketing material want to use the program. This would as you improve your program (see allow you to charge a membership Chapter 6 for more information on fee to reserve a spot (much as they ongoing monitoring) do for preschool children attending 2-3 day preschool). The fact that you may have limited space to ofer this program also increases it’s value to Need More Help? your clients! See some tips on setting your pricing in Appendix D. Consider the Daycare 2.0 Mastermind at www.TheDogGurus.com 15. Market your new program to your clients. Be sure to let them know space is limited so they should sign up quickly. You may want to consider an open enrollment period if you fll quickly. That would allow people to

Change is not easy for anyone. During technically not giving them the service your thinking and planning, and even they think they are paying for. You may trying out this new daycare plan, you fnd their dog may able to be crated, probably have had some concerns and leading to some potential trauma and worries as well as excitement. Your liability. If you normally do a nap-time, customers may have only concerns extending it slightly or separating it into and worries, without the excitement two or more diferent slots during the if they are not sure about what you’re day is not such a huge diference. You doing and why. Communicating with can go ahead and do your test for a few your customers deserves some special thinking and planning time too. How, When and What of Communicating with Clients How and when you communicate the changes to your program will have a huge impact on the new program’s success. Even if you are just starting out, with no current customers, the Daycare 2.0 concept is quite diferent from what dog owners have come to expect from dog daycare in the “all day play” model. You will need to be able to explain its uniqueness and value to potential customers, without putting down those who still do it “the old way.”

When you beta-test your new program you will have to mention the new daycare concept to at least the owners of the dogs you will be working with…or do you? If your current daycare service does not include any crate or separate rest times, you DO need to tell owners that their dogs might be crated/separated during the day for your test. Otherwise, you are

Copyright © 2017, Robin Bennet and Susan Briggs www.TheDogGurus.com 25 weeks without announcing anything to better) owners. Your pet parents should trust • A professional staf that functions you to create a positive experience with as teachers rather than lunchroom their dog so you can most likely beta- monitors test without telling pet parents you are moving to a whole new model. However, • More value added activities, like photos and stories of their dogs having tricks the dog can do, “art” projects, fun on new equipment and playing etc. new games and activities is a great • Not a one-size-fts-all approach way to show the owners what you are • A unique combination of playtime, considering and can be a fun starting individualized attention with your point to your conversations. staf, and fun activities Debbie, the long-term daycare owner • Activities and play buddies are who transitioned to this new program, hand-selected for their pet expected to lose clients with the transition • Rotation among several activities to the Canine Activity Center and related and play groups provide variety rate increase, however, at last report daily, weekly, monthly she had only lost one! Having been in business for over 20 years, she had a • Puzzles and activities provide established a strong relationship with mental exercise, which is just as her clients who trusted her enough to tiring as physical exercise go along with the new idea and its higher • Mental stimulation builds their dog’s price tag. She and her staf spent over 3 confdence and self-control months preparing for the transition and showed clients that their dogs love the Also let them see the list of activities shorter play sessions more and were still their dog is going to get to try and point tired at the end of the day. out the benefts of those activities (new, desired behavior, cute projects to show The key is to: Show the VALUE to them of of, etc.). The goal here is to have more the new model. Focus your conversation activity options than a dog could possibly with your customers on the things that do in any given day. You want to be a they and their dogs gain from the new Disney World for dogs! You want your format. These benefts are: clients to leave always wanting more. • More play with “best friends” which Lots of options mean it will be hard for leads to having a better time your competition to compete against you. Your clients will want to stay with • Structure and function is more you because you are the place of fun, like a nursery school than a recess the place where the dog is safe, and yard (which ought to have obvious the place where the dog gets a highly insights for owners on why this is individualized day of activities.

Copyright © 2017, Robin Bennet and Susan Briggs www.TheDogGurus.com 26 Dealing with the Negative has been ofering all-day-play for quite some time, so it is a very viable option, Changing to a new format for daycare but from what I’ve researched, there are presents some challenges when talking some benefts to adding structure that I with clients. You need to convince the highly value (going on to explain them).” owners that there is a “new and better” You can also go on to explain that rest way without also saying that the traditional periods are vital and allow the dog to daycare you have been ofering is bad. follow the play/rest schedule of real This is true especially if you are going to life. It also helps their dog learn how to continue to ofer both the old way as well settle down. Ensure pet parents that as the new way. For customers who want nap time will support their dog with a to pay for the benefts of Daycare 2.0 you much-needed break before his/her next will note the values of the new without activity but he/she will still go home tired. mentioning the detriments of the old, For some, the fact that the dog may be or at least not calling them detriments. tired but not so exhausted he can’t eat dinner or interact with the family may Increased rest time is one of those tricky be a beneft. areas. The new approach plays on the idea that “play all day” builds non-stop Increased expense is another challenging or too-tired dogs. Daycare 2.0 gives area to discuss. Why should a pet parent dogs shorter, higher energy play times pay the same business more for a new balanced with rest times, more like a service? Or, if you are a brand new nursery school. If you will be ofering business, why should they pay more to both, you will have to acknowledge to the come to you? Why should they have to customer that both are good even if you incur the costs of whatever you think is prefer one or the other. You might say a better system? These are the most something like, “Obviously the industry difcult questions to answer.

Copyright © 2017, Robin Bennet and Susan Briggs www.TheDogGurus.com 27 Take the focus of the price by, again, run, yet we couldn’t allow that because focusing on the benefts. The price it would always turn into a chase game change is merely an outcome of ofering which is not something that is safe to do supreme services. Engaging dogs with 20 dogs. Now, you can in many cases physically, mentally, and emotionally in just let it go on until the dogs stop. Most activities they really enjoy is priceless! owners had no idea what was involved and how we had to focus on calm instead Some people will argue with you simply of play.” because they enjoy arguing. Some will be interested but not sure if they can For other ideas about talking to clients aford it. Be strong and proud of your and marketing your program see Daycare decision to change and yet understand 2.0 Marketing Ideas in Appendix E. why they will challenge you. Smile and say “I understand your concerns” often. Let the program show itself of and let the people who are bothered by it seek services elsewhere.

You will fnd that most of your customers stay with you. Here is what [Debbie] had to say: “Once everyone really understood the “whys” of all of the changes to the activity center and it really was to beneft the dogs and the only way that I could make the more customized program work for our company, most were totally on board.”

Notice that you do not have to discuss some of the bigger detriments of large- group, all-day play, such as employee burn out and greater chances of fghts/ injuries. However if you do mention those sorts of negatives, be sure to put them in a positive light to show how a new format benefts the dogs. Here is how Debbie addressed it, “With smaller groups, you can let the play get higher energy and go on for longer periods of time safely. One of the topics of discussion with owners when we switched models was regarding all the micro management of play in larger groups. We have all this area to let them

Well, you have considered the benefts As you implement your new program, you of moving to a new model for ofering will very likely have a gut feeling on how dog daycare, you have tested it out, things are going, but plan to have some tweaked it and implemented it……..did it formal measurable goals as well. This will work out perfectly as planned? Debbie help ensure you are making a positive was surprised to learn how easy it was to diference in the dogs, your clients, and convince her customers and lost far fewer your business. clients than expected (only 1)! Perhaps you will fnd the same! It’s always great To start, create a folder or binder when things go better than anticipated. that contains all your planning and implementation documentation for You will also likely run up against some record-keeping purposes: snags that you will have to re-plan as • Promotion handouts/fyers with date you continue your program. Debbie’s of circulation written on them program, for example required her to have owners commit to bringing their • Dates of your milestones in the dogs on scheduled days rather than drop- transition to Daycare 2.0 in. Although her customers acquiesced, • Start date for tracking fnancial impact yours may not and then you will need to of new program fnd creative, alternative solutions. Keep • Documentation of staff training, lines of communication open with both including information you gave the your staf and clients . Everyone will have staf (handouts, DVD’s etc.), time you an easier time managing the change if spent with them or they spent learning you at least listen to them. new skills • Dog behavior statistics from before you started the new program • Financial baseline with initial program and goals for Daycare 2.0 Tracking Dog Behavior Ideally you have some sort of statistics or ratings of your dogs’ behaviors prior to changing to the new program (assuming you are not a start-up business). Maybe you color code dogs based on behavior

Copyright © 2017, Robin Bennet and Susan Briggs www.TheDogGurus.com 29 and know percentages of each color. • How long does it take dogs to settle Maybe you have a written report card when put in crate or rest area record for dogs attending daycare. • How long does it take a dog to learn Maybe you know the total number of to use/like KONG or puzzle toys in dog incidents from the past quarter or their crate year. Maybe you have staf notes to each other on what they need to do to care • How many dogs need/use KONG/ safely for a particular dog? If you don’t toys vs. just rest or fall asleep when presently have any way of tracking good, put down for rest times bad or even neutral behaviors, this is a • Diferent tactics that can be used good time to start. to encourage restfulness (i.e., staf in area, staf outside area, scents or As you begin your new program, identify music provided) some individual dogs or types (such as “herding breed” or “rough players”) that • Are clients reporting dogs are going have posed challenges for you and your home tired staf when you had them in large-group • Whether any have difculty adjusting play. Also, create a blank list that will to one-one interaction with staf include any dogs who become problems • Whether any become bullies in under the new program. These lists will smaller groups or are otherwise not help you track how the new program doing well in small-group play afects your worst dogs and whether it creates any new ones. Hopefully, you Tracking Employee Behavior will fnd that the activities and small group play helps every dog “be their Tracking employee behavior will also help best selves!” you monitor your new program. Daycare 2.0 is designed to help the staf as well You should also track how dogs respond as the dogs. It should lower staf stress to program aspects that change their and increase their involvement with dogs, daily routine. Remember Debbie said their enjoyment when playing with dogs, that it took some time for some dogs to and their connection and loyalty to you, settle and eat their KONG toys during the dogs and their owners. their rest time. Wouldn’t it be nice to know the progress you are making? Taking into account that change itself is How many dogs were settling down well stressful, assess and keep track of things within a week? A month? Longer? You such as: would have a good idea of the average • Burnout or employee turnover metrics dog’s learning curve so that you are more aware of dogs that need more attention • Absences and assistance. • Complaints

Here are some possible things to track • Compliance (for individuals or the whole group):

Copyright © 2017, Robin Bennet and Susan Briggs www.TheDogGurus.com 30 After 6 months and then again after 12 change in your fnancial results. The months, take a look at any reports or goal with Daycare 2.0 is to be a win for notes and see how things have changed the dogs, your staf AND your business. for individual dogs, your dog group overall Be sure to measure these items before and your staf. After the stress of making the change so you have a baseline for the changes, it will be good to see some progress. proof that it has been worth it! • Business proft percentage You can share this information with the • Daycare service proft percentage staf and with the dogs’ owners. Find a • Payroll as a percentage of revenue way to let everyonone know: provide a handout, have a celebration event, say • Daycare occupancy percentage “Thanks for hanging in there with us.” This If you monitor fnancial results and do shows everyone that you mentally and not fnd the benefts meeting your goals emotionally stayed involved in a year- you may need to review your pricing. long change process and still have their You may not be charging enough for best interests in the front of your mind. the value ofered and costs you incur. Tracking your Business Did you include a membership option? Review the benefts to ensure they are Last, but not least to you as a business not heavy on discounts versus low cost owner is tracking the impact of the access features.

This is a list of some of our favorite activities to ofer your clients. Some of these items require no start up costs, but others may require an initial investment of resources or supplies. When applicable, we have provided our recommended resource provider or vendor.

Agility Courses • To make even grater impact, certify someone through K9 Fit Club and Agility has become a popular competitive start a program for pets and parents! event for many pet parents. But you don’t www.k9ftclub.com have to compete in order for your dog to have some fun with agility obstacles! Agility courses are just another way of Freestyle using obstacles (see below). Put them together in a small or large course that Got folks who love to dance? Grab your you design. You can change things up dancing shoes and teach some easy every day or even throughout the day routines to the dogs. A dog with some so it’s always new for you and the dog! obedience skills will make the dance a little easier, but all dogs can learn this stuf! Don’t worry about how great you Art projects look…just have fun. Guaranteed to wow your clients if you videotape the routine! • Photos of dogs – for fun check out the props at www.moodypet.com For more information on freestyle, • Pawprint memory cards or keepsakes check out http://www.dogwise.com/ • Cards from the dogs to the pet parents itemdetails.cfm?ID=DTA462

Balance Work Fun and Games Working on your core is great for balance Looking for even more games to play and strength. The same is true for dogs. with the dogs. These can be done as Use some of these resources to help group games or just set up as time for build stronger core muscles and build each dog to participate on his own. confdence in dogs. • Bobbing for tennis balls (look for • FitPaws equipment (a wide range of cheap tennis balls sold on ebay) options) www.ftpawsusa.com • Splash time (in a kiddie pool or your • Wobble Board own in ground/above ground pool or www.cleanrun.com use a sprinkler if you don’t have a pool)

Copyright © 2017, Robin Bennet and Susan Briggs www.TheDogGurus.com 32 • Outdoor picnic – relax outside with Long-line Walks the dogs An interesting twist to normal dog walks • Reading time – a relaxing time spent as the dog gets to decide where you reading a book to your favorite dog(s) go and how long to spend snifng their • Bubbles – blow specially formulated favorite spot. Dogs love having control of bubbles for dogs and let them catch the leash in this activity where the person them follows safely behind on the long-line leash. • Fetch – with a Frisbee, a ball, a special toy • Soccer – some dogs love to chase a Nosework soccer ball and you might even set All you need are some empty boxes and up goals and create a game between some smelly treats to get started in this two dogs. Egg balls bring wobbly fun fun activity. This is especially great for to dogs that love soccer games senior dogs and nervous dogs. Most www.jollypets.com dogs love to smell things and it doesn’t require a great deal of physical energy! • Tug – between a human and dog. For information about Nosework, check We recommend the Tuggo Toy as a out www.nacsw.net. fun, interactive game that is unique for the dogs. www.tuggodogtoy.com Obstacles • Jolly Balls Encourage dogs to go over and under www.jollypets.com things. Use lots of praise as a dog is • Goughnuts toys with lifetime learning. This are great confdence guarantee for those tough chewers building exercises for the dogs and helps www.Goughnuts.com create a bond between the dog and staf • Plush Toys – we know a lot of dogs member. Great for those wall fower love plush toys so you can bring back dogs that seem bored or don’t love high- this fun in individual and some select energy games with the other dogs. Here small group or individual play sessions are some easy obstacles you can use: • Woof Sticks take plush toy play to • Puppy Playground equipment (be sure a new level and can be a great way to tell them you are a member of The to exercise dogs in individual play Dog Gurus to receive 10% of!) sessions www.puppyplayground.com www.Woofstick.com • Jumps made from a broom or mop handle

Copyright © 2017, Robin Bennet and Susan Briggs www.TheDogGurus.com 33 • Tunnels from a kid’s toy store Trieball • Hula hoops to create a hoop to jump this is an activity that requires a bit through (balance it in between chairs more space, but is fun for the dogs. or hold it in your hand as the dog goes Let them burn up their energy by through) pushing the balls around! For more • Canine Gym Dog Agility Kit from information on Trieball check out www. FitPaws americantreibballassociation.org www.ftpawsusa.com • Or you can get more fancy with easy Treats to make agility equipment in this book: Do it Yourself Agility Equipment All these fun and games will require some tasty treats! Here are some you can use with the dogs and possibly even Rally Obedience sell in your lobby! A fun twist to basic obedience training. • Dogs Love Kale Create a course and make obedience www.dogslovekale.com even more fun as you time yourself • Zuke’s Healthy Treats and see if you can beat your best time. www.zukes.com Dogs will love the fun too! www.akc. org/events/rally/ • Fish, duck, chicken or cod treats www.polkadog.com • Himalyan Corporation for innovative Treadmill healthy treats Great exercise and energy burner for www.HimalayanDogChew.com dogs that arrive a little too excited to • USA made from naturally raised meats join a group play session right away. We from Look Who’s Happy recommend equipment made specifcally www.LookWhosHappy.com for dogs and you do need to spend time training dogs to become comfortable • All natural dog biscuits running on a treadmill. A short session www.K9GranolaFactory.com can make a positive diference with high- energy dogs playing safely in groups.

Tricks The sky’s the limit here. Just have fun. There are lots of ideas in 101 Dog Tricks - Step-By-Stpe Activities to Engage, Challenge and Bond with Your Dog.

In chapter 3 we presented a model showing projected costs, payback period and proft contribution of adding Daycare 2.0 versus expanding your capacity for full day play daycare. See the detailed calculations behind that table in the screenshots below.

You can use our template to create your calculation (members of The Dog Gurus have access to our excel template. Visit www.TheDogGurus.com for information on the benefts of becoming a member.

Copyright © 2017, Robin Bennet and Susan Briggs www.TheDogGurus.com 35 Copyright © 2017, Robin Bennet and Susan Briggs www.TheDogGurus.com 36 Copyright © 2017, Robin Bennet and Susan Briggs www.TheDogGurus.com 37 APPENDIX C: Step by Step Implementation Guide Summary

1. Identify your basic groups of dogs attending daycare by activity level, size, or any other demographic you feel helpful 2. Determine some individual activities you can ofer during your new model of daycare. 3. Purchase any needed supplies for conducting individual activities 4. Create space for rest periods 5. Teach the staf how to do your individual activities 6. Based on your work with the staf, create a one-page sheet of guidelines and suggestions for each activity 7. Create your new program on paper 8. Brainstorm some names for your new program 9. Determine when to ofer the program 10. Invite a few clients to beta-test your program 11. Beta-test your program 12. Assess the program based on results from your beta-testing 13. Make any tweaks based on the beta-test 14. Determine the pricing for your new VIP Option 15. Market your new program to your clients 16. Continue to evaluate and reassess on a quarterly basis

Do you love the idea of implementing Daycare 2.0, but not sure how to price your services in the new model? As much as we love the model for how the dog’s beneft we only want you to implement it as a proftable program in your business.

Frequently pet business owners price services based on what the competition charges. This pricing model is not usually the best way to price your services. The most important pricing model for your business is cost plus proft.

Use the three steps below to set pricing for Dog Daycare 2.0

1. Create your Dog Daycare 2.0 Schedule See step 7 of your implementation plan that was outlined in Chapter 4. Below is a screenshot of our sample schedule used for the pricing calculations.

2. Calculate your Variable Costs Your variable costs are stafng and supplies (e.g., treats for the food toys and puzzles) since they will change based on the number of dogs that participate in the program. For example, if 12 hours of staf time is required for 6 dogs; using an $11 per hour pay rate ($10 wage + $1 for taxes) works out to be $22 per dog. Add the daily cost of treats to your payroll cost and you know the total variable cost per dog.

3. Allocate Fixed Costs, Initial Investment & Profts Every dog in your care not only needs to pay for staf and supplies, but also contribute to your fxed costs. These are the costs you have in your business regardless of the number of pets that are serviced. This includes your rent, insurance, utilities, advertising, general supplies, etc. Calculate how much this is for your business by totaling these costs from the last month and dividing by the total number of pets serviced.

You also want your pricing to pay for your initial investment in equipment to add Dog Daycare 2.0 plus a proft. Decide how long you are comfortable being repaid for your initial purchase. For a small investment (e.g., $10,000 or less) you might want to be repaid in 6 months and allow 24 months for a bigger investment (e.g., more than $20,000).

Determine how much proft you should earn from the service. We recommend that a minimum proft of 10% and encourage you to target 15-20%.

Copyright © 2017, Robin Bennet and Susan Briggs www.TheDogGurus.com 39 Now that you have your cost inputs you can set your pricing. We’re including screenshots from an Excel template to make it easy for you to do the calculations for your business (members of The Dog Gurus have free access to the excel spreadsheet. Visit www. TheDogGurus.com for more information). Complete the schedule tab frst as outlined in step 1 and then go to the pricing tab for steps 2 & 3. (The cells highlighted in yellow are where you input data specifc to your business and program.)

For newsletter, email or brochure – Use to promote your new format Why choose XYZ Daycare for your pet? Our of-leash play sessions ofer a unique combination of playtime with other dogs, individualized attention with our staf, and fun activities that are hand-selected just for your pet. Rather than just putting your dog in a large group all day long, we will fnd out what he really loves and rotate his time with us among several activities tailored specifcally for your dog.

Our of-leash playgroups are focused on fun and the well-being of your dog. We are committed to understanding group dog behavior, educating all our staf on safe, and humane management techniques that use positive reinforcement. But most importantly, we are committed to providing a day of fun and individualized care to your dog when he stays with us. Your pet will be treated like one of the family!

We are proud members of The Dog Gurus, the best educational resource available on of-leash dog play, and have taken their Dog Play Safety Pledge as our commitment to keeping your dog safe. You and your dog will love the diference in our playgroups where safety and fun is the measure of success and every dog gets a program especially tailored to what he or she wants to do the most!

Social Media Posts – Use for any social media outlets. Post them with a photo of dogs having fun and be sure to put your company name and website on the photo too! What’s your dog doing today? At XYZ pet resort, he’s playing with buddies, getting attention from our staf, or learning some tricks in our personalized daycare program! Sign up today (link to website)

At XYZ pet resort every dog’s activities are hand selected based on the dog! Don’t use a cookie cutter approach. Your dog deserves individualized, personal care like he gets at home. Sign up today (link to website)

Is your dog bored? Bring him to XYZ pet care and let us tailor a program that fts his needs for exercise, personal attention and fun! Enroll now (link to website)

Copyright © 2017, Robin Bennet and Susan Briggs www.TheDogGurus.com 42 FAQs for Owners – Use these questions as a starting point for creating a FAQ document you can provide to your clients • Why are we changing our format? We have learned that one size does not ft all when it comes to dog daycare. Dogs can get overly tired and overly stimulated by playing all day without adequate rest. Dogs can also become bored from the same routine. Our new format ensures your dog gets plenty of rest as well as excellent quality of play. Your pet will still get playtime with other dogs, but we’ll add some special small group activities and more one-onone attention with the staf so that every day is a unique and fun day tailored specifcally for your pet.

• Will my dog still go home tired? Absolutely! Your dog will go home tired but not so exhausted he can’t eat dinner or interact with the family. We are striving for quality play sessions balanced with adequate rest so your dog doesn’t get injuries from over exercising.

• What kinds of activities will my dog do? That really depends on what your dog likes! We will conduct a thorough assessment to fnd out what your dog really loves and then we’ll rotate those activities into your dog’s daily stay here. We have a wide range of activities including fetch, pool time, massage time, tricks, nosework, agility, tug time, feld trips, nature hikes, stufed KONG time etc.

• Will my dog have to stay in a crate or dog run? When it’s time to take a nap your dog will be provided with a quiet place to rest. Normally this will be a comfortable crate or run with bedding, water, and a stufed KONG treat for your dog. Once he’s done with his KONG, your dog will take a much-needed break before his next activity. We think this down time is vital to healthy dogs and helps your dog get used to learning how to relax during the day.

• How do I get started in the new program? Our personalized program is tailor ft to your dog’s needs. This is our VIP level program and space is limited. In order to secure your spot in our very tailored program, sign up for a membership today. This will guarantee your spot any day your dog wants to attend!

The Dog Gurus are your best resource for of-leash dog play!

We would love for you to join our community and become a member. Members get access to new articles and tools every month that make operating your business and of-leash play services easier.

As a member you also get frst access to our Dog Daycare 2.0 Master Mind workshop. Work directly with Robin and Susan plus a small group of business owners to plan and implement the Daycare 2.0 model in your business. You’ll get access to training materials, group video call sessions, and an in-depth implementation plan. Implementation becomes easy as we guide you step-by-step through the planning and implementation process.