Let's Talk Dog Business

In an effort to secure more customers many dog business owners say yes to everything and end up trying to offer too many services, which quietly waters down their business. In this episode, we chat with Heidi, marketing director at LickiMat, a family business that since 2012 has sold over 12 million calming feeding mats worldwide.

Heidi shares how an oral hygiene dog bowl grew into a global brand, and what it is like running a small but mighty team that everyone assumes is a huge corporation. We get into how a clear mission helps you decide what to say yes and no to, and why doing one thing well beats copying what everyone else is doing.

We also talk about the benefits of staggering product or service launches, sorting useful feedback from the noise, and what to do when cheaper copies of your product or service appear. Heidi explains how to build a strong, trusted brand and avoid common marketing mistakes.

KEY TAKEAWAYS

Pick One Thing And Do It Well: Just because other brands do more doesn't mean you have to. Before you add an offer, ask whether it fits your mission and how you'd explain it. LikiMat only makes products built around licking, and that focus builds trust.

Stagger Your Launches: Launching too many products or services at once dilutes your message and over stretches you. Give each offer its own identity, a clear problem it solves and room to be talked about.

Listen Without Being Led: One customer or expert opinion isn't a reason to change everything. Ask customers what annoys them, then let your mission decide what is worth acting on. Your product or service may end up being used in ways you never planned. Explore that new opportunity.

Compete With Authenticity: When cheaper copies or options appear, explain why your offer costs what it does and educate people on the difference and benefits of buying your product.

Educate People On What Makes You Different: LikiMat´s difference is that it´s “the original” and made of natural rubber, which isn’t toxic if swallowed, unlike silicone.

BEST MOMENTS

"Just because they do it, and maybe they do it well, doesn't mean that you have to do it too."

"I think people forget that behind some of these big brands or businesses, or even small brands, it's just people there."

"Just because you launch a product doesn't mean you can't change the name."

"I think so many of us try to grow far too quickly, and then we're trying to operate like this massive business."

ABOUT THE GUEST

https://lickimat.co.uk

https://www.instagram.com/lickimat/

SOCIALS AND IMPORTANT LINKS

https://www.tiktok.com/@letstalkdogbusiness

https://www.youtube.com/@LetsTalkDogBusiness

Website www.caninebusinessacademy.com

Community Facebook Group: https://www.facebook.com/groups/caninebusinessacademycommunity

Let´s Talk Dog Business Strategy Book - https://www.caninebusinessacademy.com/buy-the-book

Email: hello@caninebusinessacademy.com

ABOUT THE HOSTS

Jo Moorcroft and Vicky Davies are dog behaviourists, business strategists, and co-founders of Canine Business Academy—the UK’s go-to hub for dog professionals who want more than just a logo and a dream.With a combined passion for dogs and business done properly, Jo and Vicky have helped hundreds of canine professionals build sustainable, profitable businesses rooted in real impact.🏆 Their award-winning work has earned recognition including:– UK StartUp Awards: Business to Business (Midlands)– Small Business Awards UK: Most Innovative Small Business 2025– Business Awards UK: Most Innovative Pet Product 2024– Plus shortlists at the Women in Business and Great British Businesswoman Awards.

They’re also No.1 bestselling authors of Let’s Talk Dog Business Strategy, featured on BBC Radio, FOX, NBC, and more—with 63,000+ downloads of this very podcast. Their philosophy is simple: Give a shit. Get shit done. Get results.

This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

Would you love to specialise in one area of dog training? but are worried that limiting your clients to people you really want to work with would leave you poor or what would happen if doing that didn´t work out? In this episode, we explore how focusing on what you do best builds trust, helps the right type of clients to find you, while making your business more rewarding and, often, more profitable.

We share how to identify the niche that will light you up, ways to build confidence in your expertise, and how to know when and how to refer clients on when your expertise does not match their needs. In addition, we cover how putting clear processes in place and investing in the right admin support takes the pressure off you and helps your business function better.

KEY TAKEAWAYS

 Specialising Reduces Friction: Focusing in on a form of dog training that you enjoy and are good at makes each day, a good day. You are doing something you love and because it is a more repeatable system, running your business is much simpler.

 Specialising Gets You Noticed and Builds Trust: Most clients value focused expertise over someone who just offers a general service and are willing to pay for that experience.

 Be Clear About How Your Expertise Helps: Share your experience, don´t be shy, make the benefits clear to would be clients. But don´t over promise and don´t be afraid to refer people you cannot yet help onto someone else.

 Don’t Let Fear of a Smaller Client Pool Stop You Specialising: Often, there will be far more people out there looking for that specific service than you first thought. So, try niching down if it does not work out just change direction.

 Build a Business That Supports Rather Than Drains You: To take the pressure put in place packages, clear processes, and get help with admin. You don´t have to do everything.

BEST MOMENTS

“What would you love to do day in day out? What’s the thing that like really lights you up?”

“I love the idea of only working with a type of dog that I love or a type of person that I like really enjoy working with.”

“How do you know they're not out there? Just because you haven't seen them all walking around your local area.”

If you think your business could benefit from a fresh perspective - or you’d like help

identifying your niche - join the CBA community and continue the conversation with us.

Here is the link -
https://www.facebook.com/groups/caninebusinessacademycommunity⁠

SOCIALS AND IMPORTANT LINKS

https://www.tiktok.com/@letstalkdogbusiness

https://www.youtube.com/@LetsTalkDogBusiness

Website www.caninebusinessacademy.com

Community Facebook Group: https://www.facebook.com/groups/caninebusinessacademycommunity

Let´s Talk Dog Business Strategy Book - https://www.caninebusinessacademy.com/buy-the-book

Email: hello@caninebusinessacademy.com

ABOUT THE HOSTS

Jo Moorcroft and Vicky Davies are dog behaviourists, business strategists, and co-founders of Canine Business Academy—the UK’s go-to hub for dog professionals who want more than just a logo and a dream. With a combined passion for dogs and business done properly, Jo and Vicky have helped hundreds of canine professionals build sustainable, profitable businesses rooted in real impact.🏆 Their award-winning work has earned recognition including:– UK StartUp Awards: Business to Business (Midlands)– Small Business Awards UK: Most Innovative Small Business 2025– Business Awards UK: Most Innovative Pet Product 2024– Plus shortlists at the Women in Business and Great British Businesswoman Awards.

They’re also No.1 bestselling authors of Let’s Talk Dog Business Strategy, featured on BBC Radio, FOX, NBC, and more—with 63,000+ downloads of this very podcast. Their philosophy is simple: Give a shit. Get shit done. Get results.

This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

Are you struggling to market your dog business, gain traction and bring in a steady stream of customers? Have you fallen into the trap of wasting hours redesigning logos, websites, and posting on socials instead of getting out there and getting known? In this episode, we share how to stop being a local secret and build high demand.

We cover how to collaborate with vets and other local businesses in a win-win way that brings in customers, why your personality is your true brand, and how clarity changes everything. As well as how to stop letting fear hold you back, and why showing up consistently is the ultimate game-changer.

Sick of spinning your wheels? Join us for an epic, no-BS one-day training to craft your offers, nail your pricing, and get moving. Grab your ticket at https://www.caninebusinessacademy.com/one-day - let’s get your business thriving!

KEY TAKEAWAYS

Stop Hiding Behind Brand Building and Prep: Spending weeks deliberating over logos, brand colours, and business names delays your launch and doesn't bring in cash. Nobody cares what your business is called, they just need to know you can solve their problem.

Real Conversations Beat Passive Marketing: Shoving leaflets through doors or dropping cards at reception desks without context rarely works. Having actual conversations with local business owners and customers is a far more effective way to get remembered and recommended.

Collaboration Works But Only With Win-Wins: Partnering with vets, groomers, or rescue centres is an effective way to get known, but your approaching them cannot be a selfish grab for clients. Instead understand their struggles, work out how you can help so that you genuinely bring value to the table.

Just Tell People What You Do: Too many new business owners keep their venture a secret out of fear of judgment. Constantly talking about what you do ensures people know who to call when they need help and boosts your confidence in what you have to offer.

BEST MOMENTS

“You’re the local area’s best kept secret because you don’t actually exist or do anything.”

“So many of us are losing a potential opportunity to get your business working sooner rather than later .”

“I remember telling everyone I’m a dog trainer…. when I was starting to grow that business.”

“If they're seeing all these nightmare dogs coming in, I could be the solution to that problem.”

“You've got to start building up that personal brand.”

SOCIALS AND IMPORTANT LINKS

https://www.tiktok.com/@letstalkdogbusiness

https://www.youtube.com/@LetsTalkDogBusiness

Website www.caninebusinessacademy.com

Community Facebook Group: https://www.facebook.com/groups/caninebusinessacademycommunity

Let´s Talk Dog Business Strategy Book - https://www.caninebusinessacademy.com/buy-the-book

Email: hello@caninebusinessacademy.com

ABOUT THE HOSTS

Jo Moorcroft and Vicky Davies are dog behaviourists, business strategists, and co-founders of Canine Business Academy—the UK’s go-to hub for dog professionals who want more than just a logo and a dream.With a combined passion for dogs and business done properly, Jo and Vicky have helped hundreds of canine professionals build sustainable, profitable businesses rooted in real impact.🏆 Their award-winning work has earned recognition including:– UK StartUp Awards: Business to Business (Midlands)– Small Business Awards UK: Most Innovative Small Business 2025– Business Awards UK: Most Innovative Pet Product 2024– Plus shortlists at the Women in Business and Great British Businesswoman Awards.

They’re also No.1 bestselling authors of Let’s Talk Dog Business Strategy, featured on BBC Radio, FOX, NBC, and more—with 63,000+ downloads of this very podcast. Their philosophy is simple: Give a shit. Get shit done. Get results.

This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

How do you keep going when everything feels like a s**tshow? How do you keep your business and personal life on track? Life doesn’t stop when you’re dealing with grief, family illness, or a crisis with your dog. So, in this episode, we get honest about the different approaches when trying to cope, including throwing ourselves into work, shutting down, compartmentalising, or getting stuck in the worst-case scenario. We talk about losing beloved dogs, managing a sudden spinal injury, caring for a parent, and the pressure we felt to make our struggles sound “bad enough” to be taken seriously. We discuss why there’s no one right way to cope and how finding people you can talk to without judgement, and making space to open the box, can help you to keep moving forward.

KEY TAKEAWAYS

 Everyone´s Life Gets Messy : No matter how organised or careful you are, at some point life will throw the unexpected at you. When that happens don´t burden yourself by blaming yourself or thinking why me.

 There’s No One Right Way To Cope: Some people keep working through a difficult time; others need to step back. Don’t assume one approach is more resilient, or better. The approach that works for you is what you need.

 Know The Difference Between Refocusing And Avoidance: Work can offer structure and a productive outlet, but you still need to make space to return to and deal with what you’re feeling.

 You Don’t Have To Prove You’re Struggling: It can feel easier to justify time off by making things sound worse than they are. This is not a good idea; you end up convincing yourself that your situation is harder than it is.

 Talk To The Right People: Share your difficult experiences with people who can listen without judgement or turning the conversation back to themselves.

 Give Yourself Room To Function Differently: Grief, family pressures and crises with your dog can affect your energy and your business. Notice what you need and respond with self-compassion, not comparison.

BEST MOMENTS

“I've always tried to think of a s**t situation and naturally try and flip it into a good, a better situation.”

“Now I'm not saying my way is better... I don't think there is a better or a worse or a right or a wrong way.”

“We're not on our own in this life and this journey. We're experiencing it differently, and it should be okay to talk about it.”

SOCIALS AND IMPORTANT LINKS

https://www.tiktok.com/@letstalkdogbusiness

https://www.youtube.com/@LetsTalkDogBusiness

Website www.caninebusinessacademy.com

Community Facebook Group: https://www.facebook.com/groups/caninebusinessacademycommunity

Let´s Talk Dog Business Strategy Book - https://www.caninebusinessacademy.com/buy-the-book

Email: hello@caninebusinessacademy.com

ABOUT THE HOSTS

Jo Moorcroft and Vicky Davies are dog behaviourists, business strategists, and co-founders of Canine Business Academy—the UK’s go-to hub for dog professionals who want more than just a logo and a dream.With a combined passion for dogs and business done properly, Jo and Vicky have helped hundreds of canine professionals build sustainable, profitable businesses rooted in real impact.🏆 Their award-winning work has earned recognition including:– UK StartUp Awards: Business to Business (Midlands)– Small Business Awards UK: Most Innovative Small Business 2025– Business Awards UK: Most Innovative Pet Product 2024– Plus shortlists at the Women in Business and Great British Businesswoman Awards.

They’re also No.1 bestselling authors of Let’s Talk Dog Business Strategy, featured on BBC Radio, FOX, NBC, and more—with 63,000+ downloads of this very podcast. Their philosophy is simple: Give a shit. Get shit done. Get results.

This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

Building a successful pet business takes more than passion: you need to choose the right work, charge properly and actively work to build a business that supports the life you want. In this episode, we sit down with Tatum Brown of The Social Dog Company a strategy and marketing coach that enables dog trainers to finally charge what they are worth.

Tatum shares how buying a puppy-mill dog led her to advocate for animal welfare and start her first business, and how she rebuilt after a string of personal and professional setbacks before finding her focus.

We get into undercharging, people-pleasing, pricing, and knowing when to change your offers or let go of clients. Tatum also talks about mindset, boundaries, mentors, imposter syndrome and why the reps matter, because confidence comes from doing the hard stuff.

KEY TAKEAWAYS

- Don’t Accidentally Recreate The 9-to-5: Many people start a business to escape the stress and low pay of the 9 to 5, only to end up working harder for less. Build profitable offers, systems, and boundaries so your business gives you more freedom instead of a new version of the Sunday-night dread.

- Get The Right Support: A mentor or coach will help you identify blind spots, work through resistance, and follow through on business changes. Advice from people who understand the kind of business you’re building is game-changing.

- Leaning into Self-Sacrifice Keeps You Small: Caring about dogs and clients doesn’t mean you have to put everyone else first. Undercharging and saying yes to everything can leave you stressed and financially stretched, making it harder to care for yourself, your family, and your business.

- Target The Right Clients: As your expertise and interests grow, your ideal clients will likely change too. Clear positioning helps attract the right clients.

- Build Confidence Through Reps: Trying, learning, and adjusting helps you get better at the hard parts of business. Notice and celebrate your progress. Don’t move the goalposts so fast that you forget how far you’ve come.

BEST MOMENTS

“You have the capability to build something really freaking big for yourself, for your family, and in service of others.”

“Putting everyone else first also just creates a really s**t version of you.”

“Either you need to increase your prices, you need to repackage them in some way, or you need to delete them.”

“There's a way out, and through the reps, you build the confidence. I promise you, you get more resilient when you do the hard shit.”

IMPORTANT LINKS

https://www.caninebusinessacademy.com/gsd-buisness-accelerator

https://www.tiktok.com/@letstalkdogbusiness

https://www.youtube.com/@LetsTalkDogBusiness

Website

www.caninebusinessacademy.com

Community Facebook Group: https://www.facebook.com/groups/caninebusinessacademycommunity

Let´s Talk Dog Business Strategy Book - https://www.caninebusinessacademy.com/buy-the-book



Email: hello@caninebusinessacademy.com

ABOUT THE HOSTS

Jo Moorcroft and Vicky Davies are dog behaviourists, business strategists, and co-founders of Canine Business Academy—the UK’s go-to hub for dog professionals who want more than just a logo and a dream.

With a combined passion for dogs and business done properly, Jo and Vicky have helped hundreds of canine professionals build sustainable, profitable businesses rooted in real impact.

🏆 Their award-winning work has earned recognition including:

– UK StartUp Awards: Business to Business (Midlands)

– Small Business Awards UK: Most Innovative Small Business 2025

– Business Awards UK: Most Innovative Pet Product 2024

– Plus shortlists at the Women in Business and Great British Businesswoman Awards

They’re also No.1 bestselling authors of Let’s Talk Dog Business Strategy, featured on BBC Radio, FOX, NBC, and more—with 63,000+ downloads of this very podcast.

Their philosophy is simple:

Give a shit. Get shit done. Get results.

This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/