Facility
3 legged red heeler with harnessed wheels
Caring for Mobility-Challenged Pets:

Does it Make Sense for Your Business?

By Kate Titus
Photos provided by A Loyal Companion

As a canine mobility specialist, I hear one question more than any other: “Do you know anyone who can care for my dog when I go out of town?” Sadly, the answer is often no.

More pet owners than ever are looking for specialized services and products to support their companions who face mobility challenges due to age, illness or injury. According to Global Market Insights, the U.S. Pet Mobility Aids Market generated approximately $679 million in sales in 2023 and is projected to surpass $1 billion by 2030. This segment is not just a niche but a substantial, underserved market that craves compassion and expertise.

Not sure if this market is right for you? The following is a five-step opportunity assessment, which can help you determine if entering the mobility-challenged pet segment could benefit your business.

1.

Step 1: Define the Problem—and the Solution.

Understanding the needs of mobility-challenged pets and their owners will help clarify the benefits your services or products should offer. As you learn more about this market, focus on defining the core problem you aim to solve. For example, the problem may be defined as a lack of freedom for the owner to travel or respite from caregiving activities.

Next, assess whether a feasible solution aligns with your existing business model. It’s essential to focus on the actual need itself rather than just the product or service you plan to provide. Take a close look at all aspects of that need, including any barriers to adopting your proposed solutions. Outline what is required to offer a compelling solution and consider what will spur change in consumer behavior.

1.

Step 2: Identify Potential Customers and Their Problems.

Build a detailed customer avatar that represents your ideal client. Start with the demographic factors, considering your potential customers’ age range, gender, marital status, household income and education level. Think about their lifestyle and values around their pet. Assess the type of dogs they own, whether they are homeowners and their specific geographic locations.
husky laying down with braces on each arm and leg
More pet owners than ever are looking for specialized services and products to support their companions who face mobility challenges due to age, illness or injury.
Next, delve into your avatar’s psychographics, which is key to understanding their personality traits, spending habits and attitudes, including fears and desires, around their pet. Understanding media consumption habits is also important.

Finally, evaluate their behavioral patterns, including service usage rates, brand loyalty and typical purchase occasions. Understanding when and why they seek out services will help you tailor your offerings to meet their specific needs.

When developing your customer avatar, it’s essential to dig deep and avoid vague assumptions. Leverage your internal data—such as surveys, interviews and back-end information—to effectively inform this avatar. Involving your team in the process can further enrich your insights, as diverse perspectives help create a more comprehensive understanding of your customer base.
 
With your customer avatar established, consider whether this is a service that your potential customers would be interested in purchasing. For example, review social media platforms and moderated forums to connect with pet owners in this market directly. They can offer candid insights into their concerns and desires.

3.

Step 3: Recognize the Competition.

Begin by considering the full universe of alternatives your potential customers might turn to when seeking solutions for their mobility-challenged pets. Family and friends often serve as the first line of support, whether asking someone to pet-sit or seeking advice on caring for a mobility-challenged animal. Additionally, individuals in your community may offer similar services at lower prices, appealing to budget-conscious pet owners. More commonly, pet owners may even opt out of activities like travel that would necessitate the need for services.

4.

Step 4: Evaluate the Operational Impact.

Start by identifying the types of disabilities you are willing to work with. In the case of mobility-challenged pets, these are usually orthopedic or neurological issues. Consider the kinds of mobility aids, such as carts, braces, prosthetics, harnesses and other equipment, these pets need. Some pets may also be urinary or fecal incontinent and require additional attention.

Next, assess your team’s current talents and limitations. Consider whether the necessary skills, expertise and experience can be trained or acquired through hiring. Identify who will be trained and how many team members will participate if training is needed. Caring for mobility-challenged animals requires a specific mindset, so it’s crucial to evaluate whether your staff possess the qualities necessary for this work, including patience, persistence, courage and empathy.

Furthermore, evaluate the functionality of your space for accommodating mobility-challenged pets. Start with the flooring; while many surfaces are easy to clean, they may pose traction issues for these pets. Assess other structural elements, such as doorways, kennels and dog doors, and the presence of steps or multi-level areas that could create challenges. Consider the layout of your play areas—rolling hills might be enjoyable for some pets but difficult for others.

saint bernard with hind leg wheel chair

Caring for mobility-challenged animals requires a specific mindset, so it’s crucial to evaluate whether your staff possess the qualities necessary for this work, including patience, persistence, courage and empathy.

three legged white cat laying down with a brace on its hind leg
5.

Step 5: Consider the Financial Aspects.

Estimate all costs of moving into this market, including development, strategy planning, marketing, operational expenses, legal considerations and human resources. Next, project potential revenue streams and growth based on your pricing strategy. Ensure that this opportunity can contribute at or above your current profit margins.

To really put things in perspective, create three risk-versus-reward scenarios. For each scenario, outline your assumptions and projected financial performance, considering the likelihood of each outcome. Identify the basis for your judgments to ensure your analysis is rooted in solid reasoning.

Entering the mobility-challenged pet market is not just a business decision; it’s a chance to make a meaningful impact on the lives of pets and their owners. Pet parents are actively seeking solutions for their companions, and by stepping into this niche, you can meet that demand while enhancing your bottom line.

This is truly a win-win scenario. You’ll be providing essential services that improve the quality of life for mobility-challenged pets and their people, all while driving growth and profitability for your business.

Kate Titus is a canine mobility specialist and the founder of A Loyal Companion. Her thoughtful and innovative approach is driven by an unyielding dedication to quality of life for mobility-challenged pets AND their people. Kate is an award-winning author of two books about caring for mobility-challenged pets, Sit. Stand. Go! and Emotion to Motion, an Amazon #1 Bestseller in its category and Pinnacle Book Achievement Award winner. She has been featured in national publications and is a sought-after national speaker in the pet services industry. Contact Kate at ktitus@aloyalcompanion.com to learn more about integrating care for mobility-challenged pets into your business.

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