Remember the phrase, "Keep your friends close & your enemies closer?"
While it’s an interesting concept, in the pet industry, there’s no need for enemies—let's talk about competitors and potential partners instead. At Pet Marketing Unleashed, we believe in community over competition!
One of the most effective strategies for growing your pet business is forming partnerships with other pet professionals. Traditionally, this might mean a doggie daycare partnering with a groomer or a vet to exchange referrals. But what if I told you that some of your best referrals—and biggest opportunities for growth—could come from your direct competitors?
Yes, you read that right! In many cases and in my 10+ years of experience working in the pet industry, referrals from a competitor can be MORE valuable than those from complementary businesses. Let’s explore why and how you can take tangible steps to make these partnerships work for you.
How do pet business partnerships work?
Imagine two doggie daycare facilities located just down the street from one another:
Doggie Daycare #1: A fun, high-energy, cage-free environment for dogs who love to play and run all day.
Doggie Daycare #2: A more relaxed setting that caters to older or smaller dogs, with plenty of breaks and quiet time.
As a pet business owner, you know that not every dog is a perfect fit for your facility. But you also know exactly what type of environment each dog needs. So, when a high-energy dog arrives at your laid-back daycare, instead of trying to fit a square peg into a round hole, why not refer them to the high-energy facility down the street?
Not only is it a better fit for everyone involved, but it can also STILL help your business in the long run. Let's discuss how!
How your pet business can grow through competitor collaboration
When I worked at a doggie daycare and boarding facility, the owner was really big on building partnerships with the community. However, she was very clear in that we were not to go to competitors AND she wanted to touch and partner with EVERY business in our area. That did not help create true relationships with these businesses. We rarely got referrals this way, and Pet Marketing Unleashed does not recommend that strategy!
When I got to a new facility, we were able to create genuine relationships and partners with select pet businesses that shared our values, and after years... still continue to get great referrals from them. Here's how your pet business can grow through competitor collaboration specifically:
You can build trust and loyalty: Referring a client to another facility that better suits their pet’s needs shows that you genuinely care about the animals. This builds trust and loyalty, making it more likely that those clients will refer others to your business—even if they don’t use your services right away.
You can amplify word-of-mouth marketing: Satisfied pet parents talk to other pet parents. When you demonstrate integrity by making the right recommendation, those pet parents are more likely to spread the word about your business, leading to more referrals and increased visibility in the community.
You can increase high-quality referrals: When two businesses in the same niche refer clients to each other, those referrals are more likely to convert into loyal customers. Clients trust recommendations from one expert to another, which can result in a steady flow of high-quality clients.
You can maximize capacity during peak times: During busy periods, like holidays, when your daycare is fully booked, a partnership with a competitor allows you to refer clients to them and vice versa. This ensures that no client is left without care, and both businesses can operate at full capacity, maximizing your revenue year-round.
Tangible steps to get started with pet business partnerships
Ready to collaborate with your competitors and start growing your business? Here’s how:
Identify Potential Partners: Make a list of nearby competitors who offer complementary services or have a different business model that could benefit from mutual referrals.
Reach Out: Use our free partnership email template to introduce yourself and propose a partnership.
Set Clear Terms: Discuss how the partnership will work—how often you’ll refer clients, under what circumstances, and how you’ll handle busy periods.
Promote the Partnership: Let your clients know that you’ve partnered with another reputable business in your community to ensure their pets always get the best care possible. This transparency will build even more trust.
Some ideas for you guys to help each other grow:
Cross-promote each other on social media
Host pet-friendly meet-up events
Create your own referral network of trusted pet professionals
Brainstorm and help each other troubleshoot marketing strategies and entrepreneurship
Want some FREE help getting started with pet business partnerships?
We’ve got you covered with our FREE Partnership Email Template that makes reaching out to potential partners a breeze. Access the template and take the first step towards growing your business through powerful collaborations.
If you want more information about how to set up partnerships in your pet business and other ideas outside of collaborating with competitors, we've got a great post all about setting up partnerships and other details to help you along the way for your pet business.
Have you tried collaborating with your competitors? What strategies have worked (or not worked) for your pet business?
Share your experiences in our Facebook community filled with other pet industry entrepreneurs like you, Unleashed Petpreneurs.
