In the $28 billion-per-year pet industry, people are willing to
spend seemingly limitless amounts on their animals. With
approximately 65 million American households owning two or more
pets, the demand for pet stuff should continue indefinitely.
"And people will make sacrifices, even in a difficult economy,
to care for their pets," says C.C. Risenhoover, publisher of
Pet Life magazine.
Two entrepreneurs barking up the right tree are Steven and
Kristi Kirsch, the husband-and-wife owners of PetVogue.com. They
started the homebased, upscale pet products business in Newport
Beach, California, in July of this year, selling such basics as pet
heat pads and a Fetchboy Tennis Ball Launcher.
In 1997, Steven, 42, and Kristi, 32, launched a site called
CoolPets.com, which also sold unusual pet items; in December 1999,
the site merged with Pets.com. Started with $12,000, Pet-Vogue will
feature 3-D shopping modules, streaming video and more
"over-the-top" pet accessories than the previous business
had. Sales are expected to reach $200,000 the first full year.
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Canines who oppose going to the dogsitter's haven't been
to Wags & Wiggles Dog Day Care, started in July 1999 by Laurie
and David Zurborg, 28 and 40 respectively, with about $30,000.
"Clients" of this Rancho Santa Margarita, California,
center romp on the jungle gym, play with toys, listen to music,
lounge on sofas or participate in etiquette lessons. When it's
time for a potty break, they toddle over to an indoor grassy area
built specifically for that purpose to, well, go with the flow.
The center charges $25 per day and screens its applicants-they
can't bite, have to play well with others and must walk on all
fours.
The Zurborgs operate one of only 200 doggie day-care centers in
the nation, according to ONElist.com. And their annual sales exceed
$150,000-which is hardly kibble.
Barbara Allen, 41, of Farmington, Connecticut, used her
grandfather's secret recipe to launch a multimillion-dollar
business. For reasons not entirely understood, the natural tonic
minimizes shedding in cats and dogs. Using $50,000 in start-up
funds, Allen left her job as an attorney to market Mrs. Allen's
Shed-Stop nationally to pet groomers, veterinarians and pet stores
in 1997.
Earlier this year, Allen signed a licensing agreement with
Farnam Co., the third largest pet supply company in the United
States, which began selling Shed-Stop products internationally in
September 2000. The deal is expected to raise annual sales for
Allen's company, Stabar Enterprises Inc., from $5 million to
$40 million.
Pamela Rohland writes about the joys and tribulations of
entrepreneurship for a variety of regional and national business
publications.
Contact Sources
- Stabar's Enterprises Inc., (412) 486-6600
- Wags & Wiggles Dog Day Care, (949) 635-9655,
whiskpurr@aol.com