Have you ever looked around and wondered why some businesses seem like the popular kids in school? They appear to be wildly successful overnight. They are in all the magazines, seem to have more business than they can handle, and everyone is talking about them. Author J.Nichole Smith has spent over a decade building and studying this type of stand-out brand in the pet industry. She calls these outliers Million Dollar Dog Brands. In this book she outlines the exact formula petpreneurs can follow to craft their own. In the Million Dollar Dog Brand, Smith shares exclusive in-depth interviews with the founders of 10 of the most pioneering, market-leading Million Dollar Dog Brands, including BarkBox, Ruffwear, Planet Dog, Honest Kitchen, P.L.A.Y., Zee.Dog, Harry Barker, Victoria Stilwell, PetHub, and her own co-creation, Dog is Good. The pet industry has just surpassed $100 billion in value worldwide. Building a pet business is more appealing than ever. Opportunity leads to intense competition, which means building a sustainable, profitable business in this market can feel like an impossible job. This book is the essential field guide to do exactly that: to start or grow a pet business in a way that is irresistible to customers and opinion leaders, resulting in more demand, more profit, and more influence. This book is packed with inspiring, battle-tested strategies that any petpreneur can use immediately to improve just about every metric that matters in their business. From dog walkers, trainers, and groomers to pet bloggers, pet photographers, pet product manufacturers, and pet retail store owners, anyone operating in the pet space will profit from learning and implementing the Million Dollar Dog Brand formula.
About the Author
J. Nichole Smith is a marketing consultant and branding expert who helps build pet brands that humans crave. In 2005, she founded dane + dane studios, a creative agency for pet businesses. In 2007, she co-founded Dog is Good, a lifestyle company for dog lovers, now a Million Dollar Dog Brand. In 2015, Pet Age Magazine named Nic one of their "40 under 40." In addition to championing her own brands, Nichole has spent the last decade crafting identities, creative strategies and campaigns for the most influential individuals, media outlets, and brands in the pet industry, including Purina, Petco, and Victoria Stilwell. In 2012 Nichole's first book Puppyhood was released to critical acclaim. At the same time she traded sunny California for swinging London. In 2014, Nichole graduated with Distinction from Kingston University's MA Marketing program. Immediately afterward, she opened Little and Large, a fine-art pet photography studio and dog boutique in SW London. In 2016, Nichole sold her retail business and launched Working with Dog, a community to help petpreneurs find freedom by building brands. Nichole also offers luxury business retreats for petpreneurs, one-to-one consulting programs and keynote speeches on topics relating to brand building and entrepreneurship. She is also proud to be on the faculty of the Victoria Stilwell Dog Training Academy. Nic's home is in London but you'll often find her traveling around Europe with her husband and their more-baby-than-dog, Charleston (#bromancesupreme). Join them on their adventures on Instagram: @workingwithdog