t’s easy to assume that dogs learn and process information the same way as we humans do. And there certainly are some similarities; however, there are also several differences that should not be overlooked. Being able to recognize how and why a dog may interpret the same information differently from that of a person creates an opportunity for an open line of effective communication between canine and handler.

Dogs and humans are each influenced by the things which are important to them. These values can include things such as nutrients, safety and survival. However, these things often have different meanings to each species. Thus, the ways they go about satisfying those needs are usually unique to each species. Just as we make associations as to what is neutral, dangerous or safe, then base decisions and actions on those associations, dogs can do the same.

A key difference in how humans and dogs process new information and learn is that the human is a master of generalization, while the dog is a stickler for details. Each species will focus on different types of information when taking it in or committing it to memory.

The human will likely focus their attention on how a dog behaves or reacts when they are given a cue or signal. These behaviors or reactions may include whether or not the dog offers the response that was expected, or a different response.

The dog, however, is much more observant. They are more likley to hone their focus in on everything happening, such as the person’s tone of voice, body language, or the smells and sounds instead of on a single aspect such as a response or behavior.

The neocortex is the part of our brain which allows us to learn patterns in our environment, and then use that knowledge to adapt to new situations similarly. Think of learning to cook a meal in your kitchen, then cooking the same meal at your grandmother’s house, or standing on one leg, or at a different time of day. Regardless of the location, number of legs we are standing on, or where the sun or moon is in the sky, the constant remains that we are still cooking the same meal.

While dogs also possess a neocortex in their brains, it is far less developed; therefore, they are not able to generalize nearly as well as humans and are what are called “contiguous” learners. Contiguous learning involves making connections between events that do not happen longer than 60 seconds apart from one another. Due to their inability to generalize as well as humans, the devil is in the details to our canine companions.

Let’s take a look at our cooking example from the lens of a dog. While we are easily able to understand cooking is cooking regardless of environmental factors, it will take a dog longer to understand that varying circumstances will not change the fact that we are still cooking. Since details hold more significance to how a dog processes information, what they learn in one place may not translate the same message when the conditions of a situation change.

In order to help dogs learn a command or behavior, training needs to be repeated in as many different areas as possible. As the environment and stimuli change, the cue signaling the response we want from the dog becomes the only constant factor in the environment. The dog then begins to understand and associate that, while the environment around them may change, anything other than the cue is irrelevant to how they are expected to respond.

Understanding similarities and differences in the way a dog processes and learns new information compared to that of a human increases our ability to communicate with our canine companions. It also helps us understand why we may be experiencing difficulties pertaining to certain aspects of training and to find ways to troubleshoot issues, yielding more fruitful results. Realizing how many details a dog absorbs in new environments without possessing our ability to generalize so much of that information, we can remember to be kind and patient with them.

• Berns, G. (2020). Decoding the Canine Mind. Cerebrum: The Dana Forum on Brain Science. https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7192336/
• Khan Academy. (2018). Classical and operant conditioning article. Khan Academy. https://www.khanacademy.org/test-prep/mcat/behavior/learning-slug/a/classical-and-operant-conditioning-article
• Scope Vision. (2016). Training Dogs vs People; Is There Really a Difference? Scope Vision. https://scopevision.com.au/blog/training-dogs-vs-people-is-there-really-a-difference

2. Give Effective Tours

The power of an in-person facility tour should not be underestimated. Tours offer a unique opportunity to stand out from the competition in a face-to-face setting. A well-executed tour emphasizes your clean and organized facility, wonderful care, and the fun and enriching experience your guests enjoy, all while establishing enough trust to convert the prospect. It’s not as simple as just walking around the property; the best tour procedures call for careful preparation, training, execution and measuring—and here’s how:

✓ Personalize every tour. Before embarking on the tour, have your tour guides take a few minutes to obtain the customer’s information and ask some thoughtful questions about their pet. Insights into the dog’s breed, age, personality and past daycare experience will all help make a connection with the prospect. It demonstrates an active interest in the client and their dog and helps the tour guide customize the tour in meaningful ways.

✓ Prepare consistent and compelling messaging. Consistent, powerful messaging is vital to differentiate your company from competitors. Ensure your tour guide emphasizes what sets your company apart, shows the features that make you special and demonstrates the quality of care provided. This might include pointing out special safety systems/precautions, noteworthy amenities, play areas, cleaning protocols, staff training and any number of highlights. Touring prospects desire reassurance that their pet will be happy, safe and cared for while they’re away.

✓ Plan your tour route strategically. Take the time to plan a tour route that your tour guide takes every time. For many customers, seeing, smelling and experiencing translates to believing. Developing a strategic route throughout your facility that touches on the most important features will be fruitful. Many top pet care companies also prepare a “wall of fame” showing off any training certifications, press, and awards to boost credibility and foster trust.

3. Marketing with Special New-Client Offers

In today’s shifting pet care landscape, it takes more than a great facility to capture enough leads to thrive. But even as consumers become more selective and new competitors crowd the market, there are still ample opportunities to be seized. Pet parents spend more and more on their pets every year, and the same is predicted for 2025. With proactive planning and wise adaptation, your pet care business can establish itself as the go-to choice for pet parents—now and well into the future.

Laura Laaman is president of Outstanding Pet Care. If you’re interested in growing your revenues with our proven and guaranteed services, schedule a consultation by calling 1-888-836-8740 or visiting www.outstandingpetcare.com/contact.

Getting Started with GBP

Claiming and verifying your business on Google is essential to making sure your GBP is working for you as a business tool. Here are the steps to follow to get started:

1. Open Google Maps.
2. Enter your business name in the search bar.
3. Click on your business name and then click “Claim this business.”
4. Verify this claim through email, phone, text or video. (Note: Once you choose a verification option, this cannot be changed.)
5. Wait for verification approval from Google, which may take up to five days.

Once approved, make your pet care business as “searchable” as possible by starting with the basics, which are Business Name, Address, Phone Number, Website, and Hours. Then, specify your business category. Primary and secondary categories will show customers all you have to offer. If you offer boarding, daycare, training and grooming, pick whichever one makes you the most money as your primary. Choices applicable to our industry include Pet Boarding Center, Kennel, Dog Day Care Center, Dog Trainer, and Pet Groomer.

Avoiding Fraud

It’s hard to believe, but other people can fraudulently claim your business. If this happens, follow these steps:

1. Click “Own this business?”
2. Wait for the “owner”—the fraudster who is squatting on your profile—to approve your request.
3. When they fail to grant you access within seven days, appeal through the confirmation email.

Special Hours & Opening Date

Also be sure to include the date you opened for business (or the date you will be opening for business). Google uses this information to let searchers know how long you’ve been around, adding to your credibility. All things being equal, a business with two decades of experience will rank higher than one with two years.

It’s easy to simply drag photos or videos into the interface. When posting photos on your GBP, prioritize those that accurately depict your pet care services and that show off anything that makes your business unique, including any amenities like splash pads or gourmet treats.

Your photos should set the tone for your facility. Posting happy photos of your furry guests at play with a grassy (or turf) background will do better with Google’s algorithm than an off-center photo with a chain-link fence or a parking lot in the background. Just as you have amazing content for Facebook and Instagram that you post at least every week, you should be doing the same for GBP.

Include keywords to help increase how much your profile is displayed to potential clients that are typing “pet grooming” or “dog daycare near me” into their search bar. Among other differentiators to include, use this space to mention if you are a family-owned business, have been in business a long time compared to competitors, or if your business is veteran- or veterinarian-owned. If you train difficult, aggressive dogs, say that here.

GBP’s Questions & Answers section gives you the opportunity to answer frequent or one-off questions from your GBP visitors. First, be sure that you are regularly monitoring your GBP so you can be the one to answer any questions asked by the community. Just as anyone can ask a question, anyone can answer them. You’re better off if you can provide the answer to control the narrative and provide more accurate information than the general public.

Second, feel free to seed the questions. You know your business’ FAQs, so this is the place to add them to your GBP, and then provide the answer. Some examples could include:

• Do you have special accommodations for older dogs while boarding?
• Can I bring my dog’s own bedding?
• What is your staff-to-dog ratio?
• Do pets need to be spayed/neutered before they enter your facility?
• Will you administer medication?

We all know that most of the people who post negative reviews are just plain wrong; they are often totally off-base and often have an axe to grind. But, whatever you do, stay calm, withhold your response for a day to allow yourself a better chance of being unemotional and have a trusted adviser read/edit your response before posting. Also, rest easy that the average consumer takes those reviews with a massive grain of salt when you have a multitude of positive reviews to offset them.

Follow these simple steps, and you’ll likely appear on that coveted map and receive lead-generating clicks without spending a penny.

Duane Carey is the founder and lead strategist at IMPACT Marketing, a digital marketing firm specializing in pet care. With a science background and an MBA in finance, Duane brings a decidedly no-nonsense, bottom-line, and data-driven perspective to marketing for his 50+ pet-care clients throughout the U.S. He can be reached at DCarey@ImpactMarketing.net

The E Ticket was reserved for the biggest, most exciting attractions—the ones that made people line up and come back again and again. Rides like the Matterhorn Bobsleds, Space Mountain, and Pirates of the Caribbean were all E-Ticket attractions, and they became the cornerstone of Disney’s success. Now when people hear “E Ticket,” they think of top-tier experiences that are worth every penny.

You can create that same buzz in your dog daycare by turning basic services into premium experiences. Custom enrichment programs, sensory-based activities and tailored one-on-one care are more than just nice add-ons—they are E-Ticket daycare attractions!

These more exclusive services elevate your daycare, making it a destination for affluent clients who want the very best for their pets. Just like guests flocked to Disney for the E-Ticket rides, pet owners will seek out your daycare for the exceptional care and experiences you offer.

Why E-Ticket Services are Key to Future Success

Whilst they aren’t necessarily better people, affluent dog owners certainly make better customers for you, because they have more disposable income. This means they are protected from inflation, rising living costs, and are more willing and able to invest in your premium add-on services. And they do this because they are used to investing in these premium services for themselves.

If you want more clients who are used to paying higher fees and happily invest in upsells, then the first step is to add more E-ticket, affluent-attractive, premium-priced experiences to your service offerings. Affluent dog owners don’t just want a safe place to leave their pets—they want something special; something extra; something exclusive.

• Ritz-Carlton’s exceptional personalized service stands out, as they maintain detailed guest profiles, remembering preferences and delivering anticipatory service. Guests experience a tailored stay with every visit, which makes them feel uniquely valued.
• Rolex became a symbol of success by producing limited quantities, setting high prices, and associating its brand with adventure and achievement. Their watches are seen as investments, making them highly desirable.
• Disney parks and resorts charge a premium but justify it by offering an unmatched level of quality, immersion and guest care. Every detail is meticulously designed, from the themed attractions and park decor to the personalized interactions with cast members, making each visit feel unique and magical.

Pro Tip: Be like Disney and use storytelling to connect with clients emotionally. Share your daycare’s mission to create more personal client relationships.

As you can see, high-end brands excel by providing personalized experiences and anticipating client needs, creating a memorable, individualized experience for each client. And by controlling availability, luxury brands create a sense of scarcity that makes their products more desirable.

Pricing isn’t just about covering costs—it’s a strategic signal of prestige and quality. High pricing reinforces the perception of value and attracts clients who equate price with exclusivity, and premium pricing enables you to invest more in staff, equipment, infrastructure and training.

By applying the same principles of personalization, scarcity and quality seen in these luxury brands, you can turn your daycare into a destination of high-value experiences. Here’s how to make it happen:

• Personalization: Tailor services to each pet by offering customizable packages that allow owners to add special services, like one-on-one enrichment sessions or custom play activities, so they can create the ideal experience for their pet.
• Scarcity: Offer limited spots, exclusive programs and time-limited promotions. Consider adding membership-only events for clients willing to invest more in their pet’s experience.
• Premium Pricing: Justify prices through quality, attention and care, positioning the experience as an investment in their dog’s happiness. Consider an “all-inclusive” luxury package where top-of-the-range pricing covers every detail, such as enrichment activities, spa services and VIP pick-up/drop-off options, making the investment feel more worthwhile.

Transitioning to an enrichment-focused daycare with more personalized services requires a commitment to delivering these enhanced experiences. The bad news is that it comes with a hard cost, with more staff and one-on-one time with dogs. The good news is that you can more than cover any increased costs by selling personalized canine experiences at a higher price point.

With a simple, excitement-building marketing campaign, affluent clients will start investing $10, $20 or even $30 more each day for their dog to experience these time-limited activities. Make it a resolution to test a new “themed” premium promotion each month, and watch your profits increase.

So, as you start the new year, consider the transformative impact these changes can have. With a commitment to creating E-Ticket experiences, you can drive profits, build lasting relationships and carve out a reputation as a premium pet care provider.

Dom Hodgson is Europe’s leading pet business coach, and is known as the Pet Biz Wiz. His mission is to help pet service providers create superior customer service systems that enable them to build an impactful and profitable pet business. Dom has written over nine books, and is a much in-demand speaker. You can instantly download a free copy of his latest book “How to Disnify Your Doggy Daycare Business” by going to www.petbusinessmarketing.com/daycaremagic

More scientific research is coming out, and studies like those in Current Biology² are showing that cats aren’t as aloof and independent as originally thought. Cats have been found to need attention just like dogs and babies, while still wanting some independent or alone time. There are countless stories of a pet cat being left alone while its family goes on vacation for a week or longer, and they come back to a cat never leaving their side, wanting pets and attention.

So how do you market to cat owners? It’s no secret that many cat owners prefer to leave their pets at home alone and not pay for boarding. So, as a boarding and daycare provider, it’s your job to spread the word about why it’s better and safer for a boarding facility to take care of them. But what if you’re really a dog person and don’t understand cats?

First, you’ll want to learn as much about cat behavior as you can. After you have a thorough understanding of feline behavior and care, and get your facility set up in a manner that allows a cat to feel safe and calm, it’s time to market you and your business as an expert in the cat space. The following are a few ways to get the word out.

Cats are still considered second-class pets to dogs, but that is changing fast since those from the millennial and Gen Z generations are adopting cats at a faster pace than older generations. The pet product industry is also moving towards more cat innovation, as the dog side is over saturated. So, get ahead of the trend and consider putting more research and effort into supporting cats and their owners with boarding services, which is sure to help your bottom line.

References:

1. 2024 APPA National Pet Owners Survey Stats. American Pet Products Association. https://americanpetproducts.org/industry-trends-and-stats
2. Vitale, Kristyn R. et al. (2019, September 23). Attachment bonds between domestic cats and humans. Current Biology, Volume 29, Issue 18, R864 – R865. https://www.cell.com/current-biology/fulltext/S0960-9822(19)31086-3?_returnURL

“We used our insider knowledge from the rescue and dog-care community to build our ideal doggy care environment; based on everything we’ve learned about what makes dogs happy and keeps them safe,” says Britt.

“When we were in the planning stages, we heard a podcast with Allison Jacobs of Scout’s Honor Pet Retreat,” she continues. “We were originally going to go with a traditional daycare, but we were so impressed with what we heard, we redid our model to focus on enrichment because we understood what a difference enrichment makes for most dogs and we wanted to make it as widely available as possible.”

“It took us about three years from conception to opening the doors,” Britt shares. “Our 11,000-sq.-ft. facility can handle an average of 60-70 dogs a day at our day camp and 40-50 per night in boarding. We are continuing to build and expand as we go.

“My husband and I have a great division of labor,” continues Britt. “Sully was incredibly instrumental in the financial and physical planning. He designed the entire layout of the building and did a lot of the construction himself.”

Each dog must undergo an evaluation before being accepted for daycare. The evaluation gives The Bark Yard a chance to meet the dog and sit down with the parents to learn about the dog and its history, current needs, play style, etc.

“We are very careful about putting groups of dogs together,” explains Britt. “After the evaluation, the dog goes with one of our counselors and has a meet and greet with a couple of other dogs to see how they do together. We want to make sure that they will enjoy being in a group and feel safe.”

The Bark Yard has a unique policy for their overnight guests, which has proven to work really well.

“We require that everyone who boards with us attend daycare at least once a month,” Britt shares. “That helps them become familiar with the faculty and staff, which lowers the stress of boarding for them. We want this to be a place where they come and have fun with their friends, enjoy treats, and have a sleepover once in a while, verses a place they only come to be left.”

In order to keep everything running smoothly, it takes a top-notch team, and Britt says that their staff is everything.

“Through training and continuing education, we have built a fabulous team,” she proclaims. “We start with a two-week training period, during which they learn all the procedures and policies, and basic dog body language. They shadow with our top trainers and learn hands-on dog handling, how to interact with the pet parents, altercation protocol, and more.

In addition to their daycare and boarding services, The Bark Yard also offers “Happy Dog/Happy Hooman School” training programs, which pet parents have eagerly embraced. The options include day training, board-and-train programs, private training with the parents and small group classes.

“We are so proud of our training programs,” Britt says. “From our work in the rescue field we know that most dogs get surrendered because of behavior issues that are fixable. Not training them during the valuable adolescent months can create lifelong issues.

“The science is there,” Britt adds. “We know the more stressed the brain is, the less it can learn and absorb information.”

Educating people has always been important to Britt. And one way she is able to do that is through the blogs she writes and posts on their website, www.thebarkyard.me.

Britt and Sully’s dream is to scale The Bark Yard and create templates and information for other people who really want to duplicate their success.

“We definitely see a second and third Bark Yard in the near future—filled with happy dogs and happy ‘hoomans,’” Britt concludes.

Optimizing Space for Pet Socialization

Safety Precautions

Crafting the perfect dog-friendly bar involves thoughtful design, stringent safety measures and a strong sense of community. With the right approach, your dog-friendly bar can become a beloved hotspot for both humans and their four-legged companions.

Alex Wright is co-founder of Pups Pub. Launched in 2020, Pups Pub is a full liquor sports bar and off-leash dog park. A social hub for dog owners and their furry friends, Pups Pub offers monthly and annual VIP memberships, including benefits like discounts, VIP entry, and access to exclusive events. In mid-2024, the brand initiated a franchise growth initiative, sharing its proven business model that blends a love of dogs and socializing with qualified individuals and teams that seek to bring the experience to their local markets. For more information about Pups Pubs and available franchise opportunities, visit www.pupspub.com

So as you keep busy working on your business, don’t forget to take a moment to say “thank you” to the people who make it all possible. Whether it’s with a handwritten note, a special event or a personalized gift, showing your appreciation goes a long way in building lasting relationships with your clients.

Fern is the founder of Overdog Digital, a digital marketing & consulting agency that helps dog daycare and boarding facilities attract, convert, and keep more customers by creating winning marketing campaigns and providing the business guidance to build momentum and spark long-term growth. Fern also has programs to train daycare staff, is a dog behavior consultant, and has a dog training business in New Jersey. He is the author of eight books and a popular speaker at national conferences and private events. To join The Dog Daycare Business Think Tank or ask a question, go to: www.facebook.com/groups/dogdaycarethinktank

Consulting with a Veterinarian
Encourage pet parents to consult with their veterinarians to choose the most suitable preventive for their dogs. Veterinarians can provide prescriptions for products that are proven effective and tailored to the specific health needs and environmental exposure risks of each dog.

Types of Preventives

• Topical Treatments: Applied directly to the skin, these are effective for controlling fleas and ticks.
• Oral Medications: Easy for owners to administer, these help prevent heartworms and control intestinal parasites.
• Collars: These provide long-lasting flea and tick prevention and are suitable for dogs that tolerate wearing them.
• Injections: Some veterinarians offer long-term injections as an alternative to monthly treatments, which are ideal for ensuring compliance.

Be sure to check your local ordinances regarding parasite testing. Some municipalities such as Chicago require dogs to be “free from intestinal parasites,” and a fecal test from a veterinary diagnostic lab will help fulfill that requirement.

• Initial Screening: Require a fecal exam before a dog’s first visit to your facility. This can easily be incorporated into your intake process.
• Regular Screening: Require fecal exams every six months to ensure the ongoing health of returning dogs and the rest of the dogs in your care.
• Dogs with Parasites: Any dogs found positive for parasites should not interact with other dogs until they are cleared by their veterinarian to do so.

Remember to always handle pet waste with gloves and provide clear written procedures for disposing of fecal waste to prevent environmental contamination and ensure sanitary conditions within your facility. Some municipalities even have regulations on managing pet waste at boarding and daycare facilities.

Facilities must keep detailed records of any medications administered, including the dosage, time of administration and the name of the staff member who administered the medication. This ensures that there is a clear history of care for each pet, which is crucial for both compliance and customer trust.

• Medication Name and Purpose: Know the exact name of the medication and what it’s prescribed for. This includes understanding if it’s for a chronic condition (like heart disease) or a temporary issue (like an infection).
• Dosage and Administration: Be clear on the exact dosage and how often the medication needs to be administered. This includes the amount, frequency, and whether it should be given with food or on an empty stomach.
• Special Instructions: Some medications may have specific storage requirements (e.g., refrigeration) or administration techniques (e.g., applying eye drops). Ensure you understand any special handling or administration instructions.
• Side Effects: Be aware of common side effects that the dog might experience and what to do if they occur. This can include anything from mild symptoms like drowsiness to more severe reactions like vomiting or diarrhea.
• Missed Dose Protocol: Know what to do if you accidentally miss a dose. Some medications may need to be given as soon as you remember, while others might require skipping the missed dose altogether.
• Controlled Substance: Know if the medication is a controlled substance. Many states will not allow you to possess a controlled substance at your facility.

Running a dog daycare or boarding facility involves a significant responsibility to ensure the health and safety of the dogs in your care. By implementing strict vaccination, preventive and screening protocols, as well as maintaining careful standards for medication administration, you can provide a safe and healthy environment for all dogs. Clear communication with pet owners and ongoing education further supports a collaborative effort to maintain canine health. Adopting these comprehensive measures will not only enhance the wellbeing of the dogs, but also build trust and loyalty among your clients.

Dr. John Beres is a veterinarian who owned and operated a boarding and daycare facility along with his general practice for 12 years. He is now the CEO and owner of Canine Lab Testing. Canine Lab Testing partners exclusively with doggy daycare and boarding facilities to provide “Healthy Pets Healthy Packs” solutions, including parasite prevention programs. He can be reached at testyourdog@caninelabtesting.com and found on LinkedIn at www.linkedin.com/in/johnpberesdvm