In this interview, I talked to Michelle Kline about the power of niching down and building marketing momentum in the pet industry. If you’re looking to sustainably grow your business while maintaining your sanity and freedom, this interview is for you!
You’ve built your pet care business from the ground up, and yet, something feels... stagnant. How do you break through the noise and get your dream clients to notice you? The pet industry is booming, and there is SO much competition out there that it’s become tough to know how to position yourself, find your ideal clients, and build a business thart truly reflects your values and expertise.
That’s where niching down and smart marketing come in—and who better to share her wisdom on the topic than Michelle Kline, a seasoned pet business coach and the mastermind behind DogCoLaunch.
In this episode, Michelle talks about her transition from managing a busy 25-person pet care team to helping dog walkers and petpreneurs like you build momentum, even in the most crowded markets. Whether you’re feeling lost in the sea of competition or ready to make a bigger impact, Michelle’s insights will help you find your niche, refine your message, and thrive in the pet care industry.
Let's dive into some of the game-changing advice for your pet business!
LISTEN TO THE PODCAST EPISODE NOW:
Subscribe & download the episode to your device: Apple Podcasts | Spotify | YouTube
WATCH THE INTERVIEW:
Meet Michelle Kline: From Successful Pet Care Pro to Pet Business Coach
Michelle Kline is the founder of DogCo Launch, a business focused on helping pet care businesses grow, scale, and thrive. Michelle scaled her own dog walking company through the pandemic to 25 staff before selling the company in 2023. She now works with businesses all over the United States to provide the pathway for the next steps in their journey.
Personally, I instantly connected with Michelle once I saw that she specialized in pet industry niching. We align SO much in our values specifically along the lines of specializing, scaling, and strategically marketing businesses in a way that aligns with our community, our personal values, and what makes the most sense for building the life you want to live. She’s a special one, and I can’t wait for you to learn more from her below or by listening to the episode.
What are the biggest foundational mistakes pet business owners make?
The Belief in Smallness
A common mistake among new pet business owners is thinking their business isn’t “big enough” for growth-supporting systems. I once relied solely on Google Calendar and text messages, which quickly became overwhelming as my team and client base expanded. Investing in operational systems early saves you headaches and costs in the long run.
It’s essential to think about where you want your business to be in two to three years. Decisions regarding software, your website, and branding should be forward-thinking, as these are the tools that will facilitate your future growth.
The Power of Branding
Many petpreneurs also overlook the importance of branding early on. When I started solo, my decision to hire a designer for my logo and brand kit, along with professional photography, helped me stand out and establish a brand identity from day one.
As your business grows and you hire a team, maintaining a strong brand identity becomes crucial. A lack of consistency can confuse clients, especially if your business identity shifts dramatically.
P.S. If you're looking for help with your branding, that's our jam! Head on over to our Branding Page to learn more about our brand development packages.
What does niching down mean for pet business owners and why is it so important to consider niching? What are some examples?
What Niching Means
Niching down means identifying a specific core service line that you can scale, rather than trying to offer a full suite of services. This approach reduces operational complexity and aligns your business with a core client avatar. Many pet service providers might initially think, "Everyone with a dog is our client." While that may be true in a broad sense, trying to market to everyone can dilute your message and make it harder to gain traction.
Finding Your Core Client
Instead of targeting every dog owner, focus on a specific client type and their unique needs. For instance, I niched down into dog walking and adventure services, specifically targeting young professionals—primarily single women in their 20s to late 30s—who lead busy lives but deeply value their dogs. Understanding their pain points allows you to tailor your services effectively.
Benefits of Niching
When your branding and messaging clearly communicate that you serve a specific audience, it becomes easier for potential clients to say yes. For example, Mikaela is a brand and website designer for pet businesses. Now, it’s easier to connect with clients because she understands their industry, challenges, and needs. This targeted approach fosters trust and encourages clients to choose your services over a ‘generic’ option.
Ideas for Niching
This can be niching down to a specific service line (like dog walking), focusing on a type of animal like senior dogs, small dogs, or exotics, it can be unique brand personality, a focus on a particular clientele like those in the medical field with long work days, etc. There are ENDLESS opportunities for niching and it boils down to doing a lot of market research on your community but also what you are most passionate about as well.
For dog walkers or pet care pros who feel like niching down might limit them, what advice do you have for choosing the right niche without feeling boxed in?
Many pet service providers express hesitancy about niching down due to fears of limiting their potential client base. The common concern is, "I don’t want to leave money on the table." This perspective is understandable, especially when considering the number of pet parents in their area.
Do the Math!
To address these concerns, I encourage conducting demographic research. For example, I found that in my city, there were around 22,000 young professionals in the medical community, and 66% of them are likely dog owners. This translates to approximately 14,000 potential clients. Realizing that I only needed about 2,000 solid dog walking clients made me see that a specific niche could still offer ample opportunity.
Building Community Connections
Focusing on a niche not only makes it easier for clients to say yes, but it also fosters a sense of community. When your messaging resonates with a specific audience, they feel understood and seen. This can lead to referrals and repeat business, as satisfied clients are more likely to recommend your services to their friends.
Expanding Niching Opportunities
There are numerous ways to niche down beyond just demographics. For instance, specializing in services for pets with special needs is another viable option. Ultimately, it’s about finding your unique angle and differentiating yourself in a crowded market.
By recognizing the potential client pool within a niche, pet service providers can see that a targeted approach doesn’t limit success; it can enhance it. There are plenty of opportunities out there; it’s all about effectively communicating your value and building connections in your community.
Do you have any other tips for how a pet care business can position its brand to stand out in what feels like an oversaturated market?
Understanding Your Niche
When considering how to stand out in a saturated market, the first step is defining who you're serving. Using Alex Hormozi's framework, here are four key components to consider when choosing your niche:
Identify a Desperate Pain Point: Find a genuine need within your community. Pet care services often seem like a luxury, but many pet owners genuinely need help to keep their pets. Positioning yourself around these needs can make your services more appealing.
Assess Affordability: Ensure your target audience has the means to afford your services. Your business needs to be sustainable, so it's essential to focus on clients who can pay for what you offer.
Easy to Find: Align yourself with specific industries or locations to make it easier to reach potential clients. This focus will help create marketing hooks to attract your ideal audience.
Stable Demographics: Research your target market to ensure it’s stable and growing. For example, if targeting medical professionals, ensure that the hospitals or practices in the area aren’t closing down, as that could affect your client base.
Hot Tips for Differentiation
Service Line Innovation: Consider offering unique services that set you apart from competitors. This could be anything from specialized care to exclusive memberships.
Brand Positioning: Create a strong brand identity. Phrases like "Not your average dog walker" can help communicate what makes your brand unique.
Fun and Engaging Branding: Think outside the box for visual branding. For example, I once considered having my dog walkers wear bright 80s windbreakers to stand out. While that didn’t happen, it’s an example of how creativity can enhance brand visibility.
Competitive Analysis: While it’s important not to obsess over competitors, understanding what makes you different is crucial. Identify your unique selling proposition (USP) and how it aligns with your passion. This alignment can lead to attracting clients you genuinely enjoy working with.
Differentiating yourself in a crowded market requires understanding your niche, identifying client needs, and leveraging your unique offerings. By doing so, you can build a successful brand that resonates with your target audience.
How Can Dog Walkers and Pet Care Business Owners Start Building Marketing Momentum, Especially When They’re Just Starting?
It's essential to understand the art of knowing when to align with culture and when to push against it. You don’t need a brash angle, but having a unique voice can make a huge difference. Some of the most effective companies I’ve seen have something in their branding or messaging that moves against the grain. This countercultural approach catches attention and creates a memorable identity.
When I was building Dogco, one of my main messages was: "You don’t have to work 24/7 in a pet care business for it to succeed." Initially, we operated Monday to Sunday, 9 to 4, and I was able to reclaim 54 hours a week while tripling the company’s size! This idea might feel more accepted now, but it wasn’t at the time. So, look for statements that align with your values and build community while challenging the status quo.
Here are a couple of key points for building marketing momentum:
Find Your Unique Angle: Use your personal experience or insights to create messaging that resonates with your audience. What do you believe that others in your industry might not? This could be about work-life balance, pet care philosophy, or service offerings. The key is to express your passion in a way that attracts like-minded clients.
Be Consistent: Consistency is crucial. Don’t get discouraged if you don’t see immediate results. It often takes about a year of consistent marketing efforts to gain traction. Focus on building genuine connections rather than just chasing vanity metrics like follower counts or likes.
Engage Meaningfully: Shift your mindset from focusing on how many followers you have to how many of those followers are genuinely engaged with your brand. It's better to connect with 100 people who are truly invested in your message than to have 1,000 who are only passively interested.
Patience is Key: Marketing momentum is a gradual process. Avoid the trap of comparing yourself to others who claim quick success. Real growth comes from nurturing relationships and consistently providing value.
Build a Community: Engage with your audience through social media, email newsletters, or groups. Creating a space where people can interact, share, and support each other can lead to organic growth and loyalty.
Your marketing efforts will compound over time. The more you connect authentically, the more likely you’ll build a loyal customer base that believes in your mission and services.
How can a dog walking business effectively build marketing momentum while aligning their services with their target audience’s needs AND their own personal priorities?
Aligning Business Services with Personal and Market Opportunities
I recommend use with my clients a three-ring Venn diagram framework:
Market Data: Research your service area to understand economic trends and opportunities.
Business Strengths: Identify what’s working well in your business and where your team excels.
Personal Goals: Reflect on what you want from your business—joy, lifestyle, and income needs.
Finding Your Niche
Start with Exploration: It’s okay to experiment with various services ("throwing spaghetti against the wall") to discover what resonates with you and your clients.
Data-Driven Decisions: If you’re skilled at analyzing market opportunities, specializing from the beginning can be beneficial. Otherwise, explore until you gather enough data to make informed choices.
Gathering Data Without Paralysis
Balance Information Gathering: While data is crucial, avoid decision paralysis. Know your tendencies—some may need to jump in and adapt, while others may require more information before taking action.
Use Existing Interactions: Leverage insights from client communications, such as contact forms and feedback, to guide your decisions.
Curiosity and Open-Mindedness
Follow Curiosity: Maintain an open-minded approach to entrepreneurship. Asking questions about why you enjoy certain aspects of your business can lead to valuable insights.
Enjoy the Journey: Embrace the challenges and joys of entrepreneurship, understanding that curiosity can uncover new opportunities.
(Trigger Warning) Would you be willing to share how your experience in 2019 shaped your perspective as a business owner and impacted the way you ran your business and also how you as a result help other business owners through that model?
In 2019, I was finishing my graduate degree in social work while running a thriving side hustle with a dedicated team. My plan was to transition fully into social work. During my internship, I was attacked by a random stranger while out on a walk. Thankfully, I survived, but I faced significant physical and emotional challenges that forced me to reevaluate my plans. Just weeks away from graduation, I realized I needed to step back and focus on my business full-time to regain my footing.
Lessons Learned
Embracing Uncertainty: My experience taught me that life can change in an instant. I learned to embrace the unexpected and navigate challenges with resilience.
Reevaluating Expectations: I discovered that there are no "shoulds" in business. Everyone’s journey is unique, and it’s important to honor where you are without feeling pressured to conform to societal norms.
In Supporting Other Entrepreneurs on Their Journeys…
Coaching Philosophy: Today, I emphasize empathy and understanding in my coaching. I aim to create a safe space where entrepreneurs can explore their paths without shame or judgment.
Building Resilient Systems: I help my clients create systems that allow their businesses to thrive independently. This decentralization means the business can function even when the owner is unavailable, whether due to illness or other unforeseen circumstances.
Financial Security: Many of my clients rely on their businesses for financial security and generational wealth. My goal is to empower them to build resilient models that ensure their businesses can survive without them.
What is your biggest piece of advice or tip or best practice when it comes to managing burnout and stress in business?
Recognize Your Season
One of the most important aspects of managing stress is understanding the current season of your life and business.
Personal Preference: Some people thrive on a strict work-life balance, aiming for a 50/50 split. However, this might not work for everyone. For instance, many entrepreneurs find that they operate best during intense “sprint” seasons followed by periods of rest and recovery.
Self-Awareness: By recognizing that these intense periods are temporary, you can better manage your workload and stress levels. Acknowledge that you’re in a sprint season now, but it won’t last forever. This mindset can help ease the pressure and maintain focus.
Cultivate a Positive Mindset
The second piece of advice revolves around mindset, which can play a crucial role in stress management.
Reframe Your Thoughts: Whenever you encounter stressful situations, remind yourself that you are choosing to be in this position. Reflect on the fact that you’ve worked hard to get here and that everything you are experiencing stems from choices you’ve made and goals you’ve pursued.
Perspective on Challenges: When stress arises, remind yourself that it’s not the worst situation you’ve faced. You’ve navigated challenges before, and you have the resilience to handle this one too.
Michelle’s interview focused on the importance of niching down and building marketing momentum as essential components for you as a pet care business owner looking to thrive in a competitive market. By identifying your specific client base and tailoring your services to your ideal clients’ unique needs, you can create a strong brand identity that truly resonates with your audience.
Stay consistent in your messaging and remain open to exploring innovative ideas to help you stand out and foster a loyal community. Embrace your journey with curiosity and patience, as they are key to sustainable growth in the pet industry. If you're ready for personalized 1:1 support in refining your pet business’ brand and messaging strategy, check out our Branding VIP Day services or Copywriting VIP Day services to get your brand messaging guide.
To learn more about Michelle Kline and her mastermind at DogCo Launch, head to her website!
Links Mentioned:
Join the Pet Marketing Unleashed Facebook Group, Unleashed Petpreneurs
