Pets In The City
making a FIVE STAR investment

Business opportunities come in many different forms, but the best have one thing in common ­­– a track record of providing a solid return on investment. Set that within the context of consistently good year-on-year growth and positive global industry trends, and you have a model that demands further investigation from anyone serious about making money.

In 2008, when Rob and Carole Ellis created their new business, there was nothing else like it in New Zealand – and there still isn’t. They based it on the best of what they had seen in their overseas researches as well as a deep knowledge and love of an industry they had worked in for years. They invested considerable time and money in getting everything just right, then opened the doors. Despite the biting recession, they saw results immediately and, three years later, can point to sales that have grown consistently 20% month-on-month (‘Only the Rugby World Cup spoiled that record,’ Rob says ruefully). Return on investment has also grown as sales have increased, rising from 20 per cent to 30 percent so far, ‘and getting even better all the time.

‘In fact, our biggest challenge now is keeping up with demand,’ says Rob. ‘We are having to turn business away and we have regular customers and their friends from all over Auckland  (and beyond) wanting to know when we will be opening in their area. After spending a year working with the best franchise consultants in the country, we are now looking for franchisees wanting to create their own highly-profitable business in a proven and fast-growing market. Given that the investment is a sizeable one (new franchisees will need around $150,000 equity plus finance), this business provides an excellent income.’

Revolutionising A Growing Industry

So what is this highly-profitable business? The answer is almost certain to surprise. Rob and Carole created Pets In The City, a five-star hotel for dogs and cats that has revolutionised the pet boarding and day care sector. Their first facility is in Mt Wellington, convenient to pet owners’ homes and workplaces. All facilities are indoors, from the hotel-style reception area to the US-style ‘dog parks’ that provide plenty of space for exercise and games. Canine guests are placed with other dogs in playgroups according to size and temperament; there is a range of individual room options (with television) and cats have a good view of an aquarium to keep them amused. Additional services, such as hydrotherapy services, grooming and training are also offered.

As Rob explains, while pet care is a huge and growing industry, traditional kennels have had their day. ‘Environmental and regulatory pressures mean they are in decline, while the city concept we have pioneered in New Zealand is growing fast. Customers and their pets love it, though when we first proposed it to the council I think they thought we were crazy. We had to jump through all sorts of hoops with waste management plans, traffic and environmental impact plans, evacuation procedures and so on. Having done that properly and proven the concept in practice, it will be a much simpler and less expensive process for franchised centres. Pets In The City can be located in industrial areas where it is convenient for customers and welcomed by the neighbours, and 1,000sqm of industrial premises are relatively affordable compared to a few acres of prime lifestyle block.’

A Head For Business, A Heart For People

Of course, there is much more to Pets In The City than a purely business proposition, as Rob points out. ‘You really do need to love dogs and cats. It’s important to build up rapport with clients, too ­– everyone has a special relationship with their pet and wants to be reassured that they will be safe and happy. Some people get quite emotional when they drop their pet off for a long stay – one of the standard items in reception is a box of tissues. So treat them well and you’ll get a lot of repeat business and referrals.

‘Initially, at least, it’s hard work and long hours, including time at the weekends – we have a lot of new customers come in then and we like to take them on a tour, so it’s important to be a good communicator. Of course you’ll employ staff from the start to assist with the day-to-day operation while you focus on management, marketing and customer service but you will be very hands-on some of the time,’ Rob warns. ‘Get it right, though, and you’ll see the results and reap the rewards.’

Franchise applicants will need business management and customer service experience. The total investment level is around $400,000-$500,000, depending on premises, and finance packages are available for approved purchasers. ‘Our bank has seen what we are achieving and they are very supportive,’ says Rob.

‘Pets In The City might sound like an unusual opportunity but if you have a head for business and a love for animals, the figures stack up,’ he concludes. ‘Call me today and arrange a tour – I’m sure you’ll be impressed by the concept, the facility, and the returns.’ 

This advertorial is taken from Franchise New Zealand magazine Volume 20 Issue 4 

Contact details for Pets In The City

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