Pet Business Disruptors

• Insights from Declan O'Keeffe of Dec's Pets

  Clayton sits down with Declan O'Keeffe, the founder of Dec's Pets and the Rob the Dog podcast. Declan shares the inspiring journey of his family-run pet business, which began in Wexford, Ireland, in 2018. He discusses the transition from a traditional brick-and-mortar store to a successful online presence, emphasizing the importance of community engagement and exceptional customer service. The conversation delves into the unique characteristics of the Irish pet market compared to the UK, the challenges posed by Brexit, and the evolving landscape of pet ownership and product offerings. Declan also highlights the innovative strategies that have helped Dec's Pets thrive, including their focus on first-to-market products and personalized customer experiences. The episode offers valuable insights into the pet industry and the significance of adapting to changing consumer behaviours. KEY TAKEAWAYS Community Focus: Dec's Pets emphasizes building a strong community and providing excellent customer service, which has contributed to its success. E-commerce Growth: The transition to an online platform during the COVID-19 pandemic has significantly expanded Dec's Pets' reach, allowing it to become a nationally recognized pet brand in Ireland. Market Adaptation: The Irish pet market is evolving, with a noticeable shift towards premium and raw pet food options. Challenges of Brexit: Brexit has created challenges for small businesses in Ireland, particularly in terms of sourcing products from the UK. Dec's Pets has adapted by exploring European suppliers and bringing first-to-market products into Ireland, which has helped the business thrive despite the obstacles. BEST MOMENTS "We prided ourselves from day one... to sort of build a community and focus on customer service." - Declan "We have the biggest birthday category for dogs in the whole country." - Declan "I think the Irish public have an emphasis of really trying to shop local." - Declan "I think a lot of businesses went out of business during that time." - Clayton HOST BIO Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. https://www.linkedin.com/in/clayton-payne-a6772244/ https://www.tiktok.com/@petbusinessdisruptors https://www.youtube.com/@PetBusinessDisruptors

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• The Impact of New Legislation on Renting with Pets: What You Need to Know

  Clayton discusses the challenges faced by pet owners in the UK rental market with a relocation agent who specializes in finding pet-friendly accommodations. They explore the stark contrast between the high percentage of pet ownership in the UK and the limited availability of rentals that accept pets, highlighting the impact of recent legislation aimed at improving renters' rights. The conversation delves into practical advice for pet owners, including the importance of preparation, securing references, and even creating a "pet CV" to appeal to landlords. The episode also touches on the complexities of property covenants, the subjective nature of landlord preferences, and the evolving landscape of rental properties, particularly in light of new regulations. KEY TAKEAWAYS Pet-Friendly Rentals are Scarce: Despite 50% of the UK population owning pets, only about 10% of landlords accept them, making it challenging for pet owners to find suitable rental properties. Preparation is Crucial: Prospective tenants with pets should have all necessary paperwork ready, including employment references, previous landlord references, and even a "pet CV" that highlights the pet's good behaviour and character. Legislation Changes: The new renters' rights bill aims to favour tenants, but landlords may still find loopholes to refuse pet ownership. Networking and Proactivity: Building relationships with estate agents and being proactive in the search for pet-friendly properties can significantly improve the chances of securing a rental. BEST MOMENTS "50% of the UK population have a pet, and yet it's around 10% of landlords accept pets." "Preparation is really important... have employment references in place, stating your salary position." "It just takes one landlord to say yes, and that is key." "The Tenant Fees Act in 2019 capped to five weeks... that really didn't help people with pets." HOST BIO Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. https://www.linkedin.com/in/clayton-payne-a6772244/ https://www.tiktok.com/@petbusinessdisruptors https://www.youtube.com/@PetBusinessDisruptors

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• Navigating the Wild West of Dog Training: Insights from the Canine Business Academy

  Clayton interviews Vicky Davis and Jo Moorcroft, the founders of the Canine Business Academy and co-authors of "Let's Talk Dog Business." The conversation delves into their unique journeys into dog training, highlighting Vicky's background in animal welfare and Jo's transition from corporate marketing to dog training. They discuss the challenges faced by dog trainers in a competitive and often chaotic industry, emphasising the importance of specialisation, proper pricing strategies, and understanding one's value. Vicky and Jo share their mission to empower dog trainers through community support and business education, aiming to elevate the standards of the profession and improve the overall experience for both trainers and clients. KEY POINTS Understanding Your Value: Many dog trainers struggle with pricing their services appropriately, often undercharging or overpricing without a clear strategy. Specialisation is Key: In a crowded market, specializing in a specific area can help trainers stand out and attract clients who resonate with their expertise. Community and Support: Building a supportive community for dog trainers can help combat the toxic environment often found in the industry. Focus on Business Skills: Dog trainers need to recognize that they are in the business of people, not just dogs. BEST MOMENTS "Dog trainers are not earning anywhere near enough money, not even a living wage in a lot of cases." - Vicky "We want to help the industry because it's a bit of a shit show." - Jo "If you're not true to yourself, you will go down the wrong path easily." - Vicky "We're in the business of people, not just dogs." - Jo HOST BIO Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. https://www.linkedin.com/in/clayton-payne-a6772244/ https://www.tiktok.com/@petbusinessdisruptors https://www.youtube.com/@PetBusinessDisruptors

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• From Dog Shows to Insurance: Mark Walden's Journey in the Pet Industry

  Host Clayton sits down with Mark Walden, Head of Partnerships at Agria Insurance, to discuss the evolving landscape of pet insurance and the importance of animal welfare. Mark shares his journey from working in his family's boarding kennels to becoming a passionate advocate for pet health and welfare through his role at Agria. The conversation delves into the challenges faced by the Kennel Club, the significance of ethical breeding practices, and the need for transparency in the insurance industry. Mark also highlights the unique partnerships Agria has formed with various organizations, including assistance dog charities and police constabularies, to promote responsible pet ownership and ensure the well-being of pets. KEY TAKEAWAYS Background in Animal Welfare: Mark Walden has a deep-rooted passion for animals, stemming from his family's boarding kennels and extensive involvement in the pet rescue community. Partnerships with Organizations: Agria Insurance collaborates with various organizations, including the Kennel Club and over 500 rehoming organizations, to provide pet insurance solutions that support animal welfare. Challenges in the Veterinary Industry: There are concerns about the corporatization of veterinary practices, which can lead to distrust among pet owners. Importance of Education: Educating pet owners about the benefits of pet insurance and the potential health risks associated with different breeds is crucial. BEST MOMENTS "When I judge a dog, in the initial first 30 seconds, you throw the standard out of the way and you assess them purely on its health." - Mark "It's a very sad state of affairs at the moment because it's the very few bad apples that speak bad against the Kennel Club as a whole." - Mark "I think there's a lot more people who are interested in independent vets." - Clayton "We don't claims load on our policy, so we don't want to give people a fright if they've claimed on their policy." - Mark HOST BIO Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. https://www.linkedin.com/in/clayton-payne-a6772244/ https://www.tiktok.com/@petbusinessdisruptors https://www.youtube.com/@PetBusinessDisruptors

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• The Rise of Private Label Pet Foods: How Golden Acres is Disrupting the Market

  Clayton sits down with John Hewitt, owner of Northbound Consultancy and Training and former Marketing Director of G.A. Goldenacres, one of Europe's largest white label dog food companies. They delve into the fascinating world of pet food marketing, discussing the unique strategies employed by Goldenacres to empower independent pet shops with their own branded products. John shares insights on the challenges and opportunities within the pet food industry, including the impact of online sales, the importance of quality ingredients, and the evolving consumer perceptions of pet food brands. The conversation also touches on the significance of education for both retailers and consumers, as well as the role of packaging and branding in driving sales. KEY TAKEAWAYS Market Trends in Pet Food: There is a significant shift in consumer behaviour towards pet food, with a growing willingness to spend more on high-quality products. Importance of Independent Pet Shops: Independent pet shops play a crucial role in the pet food market by offering unique products and fostering customer loyalty. Challenges of Online Sales: Competing in the online space is becoming increasingly difficult for new brands due to the prevalence of low-margin, high-volume business models. Consumer Education and Transparency: Educating consumers about the quality and sourcing of pet food is vital. BEST MOMENTS "The acceptance of those brands has changed, but there's no denying that label has got to look good on that bag when it's in the pet shop." - John "I think a lot more brands need to get behind the independents because it's so hard now for normal brands to actually break into retail." - Clayton "Consumers are willing to spend on pet food if they believe that it is nutritionally superior that it will deliver for their pets." - John "The problem is that people are going online with stuff that isn't innovative or you can easily substitute with half a dozen other products." - Clayton HOST BIO Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. https://www.linkedin.com/in/clayton-payne-a6772244/ https://www.tiktok.com/@petbusinessdisruptors https://www.youtube.com/@PetBusinessDisruptors

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