Table of Contents
Acknowledgments xi
Introduction xiii
01 The Diverse World of Dog Training 1
Why Become a Dog Trainer? 1
Is This Job for You? 2
The Need for Dog Training 3
Finding Your Niche in a Diverse Dog Training World 4
Personal Journeys of Dog Training Success 5
02 Before You Begin 12
Training, Skills, and Knowledge Needed 12
Your Support System-Everyone in the Family Ends Up Involved 16
Friends Can Be Valuable Assistants 17
Reaching Out to Others in the Dog Community 18
Building Your Name in the Dog Community 21
Avoiding Negative Dog Politics 22
Mining Future Business-Treating All Dog Contacts as Potential Customers 23
03 Create Your Home Office and Work Space 24
Setting Up Your Home Office Area 24
Do You Really Need a Home Office? 25
Things You'll Need in Your Home Office 25
Dog Area That Is Specific and Separate 29
Convenances and Zoning 30
Licensing and Permits 31
Health Department and State Regulations 31
Being a Good Neighbor 31
04 Getting Down to Business 33
Your Business Plan 33
The Right Balance for Success 38
What's in a Name? 39
Your Logo and Business Image 40
Obtaining a Website Address 41
Business Structure Options 44
Why You Need an Attorney 47
05 Taxes and Record Keeping 49
The Difference between Bookkeeping and Accounting 49
What Is Cash Flow and What Is Accrual? 54
Record Keeping 55
Understanding Balance Sheets, Income Statements, and Cash Flow Reports 60
A Healthy Perspective 69
Expense Analysis 69
Educational Help Outside of College Courses 72
06 Insuring Your Success 73
Homeowner Insurance Extensions or Independent Policies 73
Automobile Insurance 75
Liability Insurance 75
Business Interruption Insurance 77
Workman's Compensation 78
Do You Need an Independent Insurance Agent? 79
07 Banking on Your Future 80
Checking and Savings Accounts 80
Checks as Receipts 81
Charge Cards and Credit Cards 82
08 Financing Your Training Business 86
What It Will Cost 86
Small Business Loans 89
Is Credit Card Financing Practical? 92
Are Investors a Solution? 92
Where to Buy Supplies 93
Guidelines about Selling Merchandise 94
Setting Your Prices 94
09 The Basics of Working at Home 96
Keeping Track of Paperwork for Your Clients' Dogs 96
Notes When Doing Private Consultations 96
Class Syllabus and a Contract for Training Classes 100
Using the Computer-and More-to Your Advantage 103
The Telephone-Fielding Potential Client Questions 106
The Great Information Exchange 108
Office Hours-Setting Parameters with Clients and Family 109
10 Constructing Your Training Business 111
Creating Training Areas at Your Residence 111
Getting an Idea of the Size You Need for a Class 113
Renting Facilities for Dog Training 114
Facility Considerations 115
Acquiring Needed Equipment 115
Dealing with the Doo-Doo 116
Building Your Reference Library 116
Dressing the Part When Meeting the Public 121
Dog Consultations 122
Creating a Training Contract 123
11 Marketing and Public Relations 125
Building Word of Mouth 125
Websites That Sell Your Business 126
Using Social Media 126
Business Cards and Brochures 132
Advertising through Veterinarians, Groomers, and Doggy Day Care Centers 134
Advertising through Print 135
Dog Booths at Shows or Events 136
Mailing Out Advertisements 136
Mining Future Customers from Current Customers 137
Gift Certificates 138
A Few Last Tips 139
12 Behind the Scenes 142
Qualifications for Teaching Classes 142
Other Education Needed in Trainers 147
Places to Learn Your Skills 147
What Is a Behaviorist? 148
Certifications for Dog Trainers 149
Organizations That Promote Specific Disciplines 150
Rally and Agility Organizations 151
Dog Training Schools 151
A Petsmart or Petco Education 152
E-Training 153
13 Growing Your Business 158
The Advantage of Starting Small 158
Selling Equipment 159
Offering Other Dog Services 160
Adding Staff 160
Hiring Employees Means Paperwork 164
Paying Employees 164
Hiring a Subcontractor or Independent Contractor 166
An Important Note about Insurance 167
The Family Factor with Small Business Employees 167
Motivating Your Employees to Do Their Best 168
Concluding Thoughts 170
Appendix A Roundtable Questions 171
Appendix B Dog Training Associations and Certifications 183
Appendix C Resources 185
Appendix D Sample Brochure 187
Index 188
About the Author 192
