Welcome back to our DogCo Launch recap. If you’re just joining us, we’ve been breaking down the key themes and takeaways from the 2025 DogCo Summit, a weekend packed with insight, inspiration, and actionable advice for pet care professionals ready to grow.
In our last section, we focused on the systems and structure that make sustainable scaling possible. But scaling is not just about what happens behind the scenes. It is also about how you show up to your clients, your team, and your community.
That brings us to our next theme: Brand, Clients, and Connection.
These sessions reminded us that what makes a business memorable is not just its pricing or policies. It is the feeling people get when they encounter your brand. Mikaela Vargas showed how intentional branding clarifies not just what you offer, but who it is for and why it matters. Marcy Santos pulled back the curtain on the luxury client experience, showing that high-touch does not have to mean high-stress. Doug Keeling brought emotion to the forefront, sharing how storytelling through YouTube became his most powerful marketing tool. And Austin Tuck made the case for community-rooted growth, showing how partnering with local shelters helped their business scale with purpose.
Each session shared the same powerful reminder: connection is your greatest asset. When your brand resonates, your reputation grows. When your clients feel seen, they stay. And when your story aligns with your strategy, growth becomes more than a goal. It becomes inevitable.
More Than a Logo: Mikaela Vargas on Building Brands That Scale
When you hear “branding,” you might think logos, color palettes, or Instagram grids but Mikaela Vargas wants to reframe that entirely. As the founder of Pet Marketing Unleashed, Mikaela has worked with hundreds of pet care businesses to help them position their brands for long-term growth. Her mission is simple: to help petpreneurs scale with clarity, confidence, and consistency without burning out.
In her session at the DogCo Summit, Mikaela unpacked what strategic brand positioning really means for a scaling pet business. She shared her framework for building a brand that not only looks polished but operates as the foundation of your marketing, client experience, team training, and pricing strategy. Whether you’re a solo sitter starting to build a team or already managing multiple staff and service areas, her approach offers a roadmap to transform your brand into a growth engine.
The Three‑Part Framework: Clarify → Document → Implement
At the heart of Mikaela’s talk was a simple but powerful framework that she and her team at Pet Marketing Unleashed use to guide pet care businesses as they grow. Branding, she reminded the audience, isn’t just about making things look nice. It’s about building a foundation that supports every part of your business, from hiring and operations to pricing and client experience.
That’s where her three-part process comes in: clarify, document, implement.
It starts with clarity. Mikaela encouraged business owners to get extremely specific about who they’re for, not just in a vague “pet parent” sense, but in a real, data-informed way. Who are your favorite clients? What do they value? What are they looking for in a service like yours? Knowing that shapes everything else: your voice, your visuals, your systems. From there, the goal is to clearly articulate your brand core: what you stand for, what kind of experience you deliver, and what sets you apart from the business down the street. Many pet care businesses jump straight into colors and logos before doing this foundational work, but Mikaela warned against it. Otherwise, she said, it’s like painting a house before the foundation is poured.
Once you’re clear on your brand, the next step is to document it. This is where your business starts to become scalable, not just in theory, but in practice. Mikaela encouraged attendees to get their brand guidelines out of their heads and into formats their team could actually use. That might mean writing messaging guides, voice and tone standards, or creating templates for emails, social posts, and internal communication. “If you can’t teach your brand to someone else,” she said, “it isn’t scalable.”
Finally, it’s time to implement. Mikaela walked through what brand consistency really means. It’s not just a pretty Instagram grid or a logo on your shirts. It means alignment across every client and team touchpoint, from your website’s homepage to your contracts, onboarding flows, and day-to-day communication. She emphasized how strategic placement of testimonials, clear calls to action, and branded visuals on your website can increase trust, convert better clients, and reduce the need for back-and-forths. In short, your brand should be doing some of the heavy lifting for you.
When executed well, Mikaela explained, this framework doesn’t just improve how your business looks. It strengthens how it operates. It gives your team direction, your clients confidence, and your business room to grow. And perhaps most importantly, it makes sure that as your business scales, you never lose sight of who you are or what you’re building.
Key Insights and Direct Takeaways
Mikaela’s session wasn’t just about brand theory. It was filled with practical insights that showed how deeply branding connects to every part of a growing business. At its core, her message was that a strong brand makes everything else easier: pricing, marketing, hiring, and team communication.
One of the most powerful ideas she shared was that positioning is more important than perfection. It’s not about having the flashiest visuals or the most polished website. What matters most is clarity. When your brand clearly communicates who you are and what kind of client you’re best for, it becomes easier to attract the right people and confidently turn away the ones who aren’t a fit. That clarity supports sustainable growth because it helps you make decisions without second-guessing every move.
She also emphasized the connection between branding and pricing. When a brand is thoughtfully positioned, clients are more likely to recognize its value. That makes price increases feel justified rather than surprising. Mikaela shared stories of pet care providers who were able to raise their rates after rebranding, not because their services changed, but because their updated look and messaging better reflected their quality. It wasn’t about charging more just to charge more; it was about aligning the perception of value with the reality of the service.
Consistency was another key theme. Every part of your business communicates something, whether you realize it or not. Mikaela explained how easy it is to create confusion when different touchpoints send mixed messages. For example, if your Instagram feels playful and personal but your onboarding emails sound overly formal, clients will notice the disconnect. That kind of inconsistency can weaken trust before a relationship even begins. The goal is for every piece of your business: visuals, language, systems, and interactions, to tell the same story.
That includes your website, which Mikaela described as your hardest-working team member. Unlike social media or face-to-face conversations, your website is always on. It should immediately communicate who you are, what you offer, and why someone should care. That first section on the homepage, what people see before they scroll, is especially critical. It sets the tone and helps visitors quickly decide whether your business feels like the right fit.
Mikaela also challenged the idea that niching is about doing less. She reframed it as a way to help the right people say yes more easily. You can niche by services, but also by values, tone, or the kind of experience you deliver. It’s not about narrowing your business; it’s about standing out with intention.
Finally, Mikaela reminded everyone that branding isn’t only for your clients. As your business grows, your brand needs to guide your team too. That includes training, onboarding, and company culture. If your team doesn’t understand the brand, they can’t represent it clearly. And if your internal systems don’t match what you promise on the outside, clients will notice. Growth without alignment creates friction. Branding that’s implemented consistently creates trust.
These weren’t just nice ideas. They were actionable insights that invited pet care business owners to rethink how branding can support their growth, not just visually but operationally and emotionally. When your brand is aligned across every part of your business, scaling becomes smoother and more sustainable.
Why This Matters Now for Pet‑Care Scale
In the context of the larger conference theme: Brand, Clients & Connection, Mikaela’s session landed at the moment where internal scaling meets external resonance. You build strong systems and leadership, but if your brand doesn’t connect, growth hits a ceiling. She showed how brand isn’t a sideline; it’s a strategy.
And from a practical standpoint, for pet care businesses expanding teams, servicing more clients, or entering new markets, brand clarity becomes the anchor. When things get more complex: more locations, more team members, more services, it’s your brand that keeps everything aligned.
PetPocketbook's Perspective
At PetPocketbook, we see it all the time. Pet care providers who skip over brand strategy often find themselves stuck as they try to grow. Their systems aren’t aligned, their messaging doesn’t reflect their values, and their tools don’t scale with them. On the other hand, businesses that take the time to define and build their brand, then back it up operationally, tend to scale more smoothly, with fewer growing pains and more consistency.
That’s why we don’t just give you a platform. We work with you to make sure it fits your business. From the beginning, we help you think through how to introduce the platform to your clients in a way that aligns with your brand and gets them engaged early. We train you and your team not just on how to use PetPocketbook, but how to use it well, based on best practices and what we’ve seen work in pet care businesses across the country.
We offer messaging strategies and communication templates, so your brand voice carries through even as your business grows. We strategize together around your goals, whether that’s reducing admin work, improving the client experience, or making it easier for your team to deliver consistent care, because scaling with intention means building systems that support the brand you’re proud of.
Your brand doesn’t live in your logo or color palette. It shows up in the way your clients interact with your business and how your team operates behind the scenes. Our goal is to help you bring those pieces together in a way that makes growth feel not just possible, but purposeful.
Mikaela’s closing remark echoed across the room: your logo won’t save you. Your brand story won’t save you. But when you build a brand that stands for something, that operates consistently, that is visible everywhere, growth becomes less of a leap and more of a natural progression.
For pet businesses ready to scale, her message landed with clarity: brand positioning is your launchpad, not your luxury.
What High‑End Clients Really Want: Psychology, Pricing & Sales Strategy for Pet Care Businesses
When Marcy Santos first launched her business in 2017 near the Washington, D.C. region, she didn’t start in the luxury pet care focused lane. She found herself there. She began serving a broad market, struggled through the same early‑stage labor, pricing and growth pains that many pet care professionals know all too well. Then something changed. She spent time in a consulting role working with high‑net‑worth and established business owners. For the first time she heard how they thought about money, value, outsourcing, and service. That experience became her lens for reframing how she ran her own pet care company and what she shared on stage at the 2025 Summit.
In her session, Marcy invited attendees to shift perspective: to see luxury not as a tag or an extra service tier, but as a mindset about value, emotion and experience. She laid out how premium clients think differently about service, how your pricing and operations must reflect that, and how the emotional under‑currents of “ease,” “trust,” and “reduction of burden” often matter far more than the service features themselves.
A Shift in Perspective
Marcy took us through her journey: growing up comfortable but not wealthy, starting her pet care business, noticing she had many clients with significant means, yet realizing she didn’t think like those clients. She confessed to believing high‑end clients would expect too much, that their demands would be unmanageable. She noted a key revelation: even clients paying modest fees often had very high expectations, so the size of the fee wasn’t the core issue. What mattered was the experience.
That enabled a turning point: she doubled average client spend with nearly the same client count, simply by reframing how she delivered and charged for her services. The change wasn’t about adding fluff or frills. It was about shifting from just doing the work to managing the emotional journey of trusted premium service, for clients who delegate more and expect more quietly.
What High‑End Clients Really Value
For Marcy Santos, luxury isn’t about extravagance, it’s about eliminating stress. High-end clients aren’t looking for more bells and whistles. They’re looking for confidence, ease, and a sense that everything is handled without them needing to ask twice.
These are busy, high-achieving professionals who already outsource many parts of their lives. Pet care is no different. They want minimal planning, fewer decisions, and a seamless, dependable experience. Trust is key, they’re not just paying for the visit, they’re paying for peace of mind. If something goes wrong, they want to know it’s being managed.
Personalization matters, but not in surface-level ways. It’s about understanding their lifestyle and priorities—anticipating what matters to them and delivering on it. And in these circles, reputation carries real weight. Word-of-mouth is more than marketing, it’s social currency. They want to be the one who found the best, most trustworthy service.
Marcy emphasised that luxury is a feeling. It’s not about the most expensive dog walk or the biggest package, it’s about clarity, confidence, calm. When you deliver that, the price becomes secondary. It’s only when the experience slips or the trust erodes that price becomes the issue.
Operational Reality: Pricing, Models & Infrastructure
Marcy didn’t gloss over what it actually takes to build a premium pet care business. In fact, she emphasized that the real effort isn’t just in delivering great service; it’s in building an operation that supports it. From client onboarding to admin labor and emotional support, much of the luxury experience happens behind the scenes.
She outlined three models that can support premium service, depending on your team size and goals:
- High quality, high volume: This is about doing one thing really well at scale. Consistent, efficient service with elevated standards. Marcy compared it to the In-N-Out model: a streamlined menu, but excellent execution. For pet care businesses, this might mean focusing solely on dog walking or sitting, but ensuring the quality, reliability, and client experience are consistently high across the board.
- Low volume, bespoke luxury: In this model, every client receives a fully tailored experience. It’s ideal for solopreneurs or very small teams who want to offer high-margin, high-touch services to a limited number of clients. The work is more personalized, and so is the pricing. The infrastructure needs to support deep customization and white-glove attention.
- Hybrid or VIP tier: A favorite for many growing businesses, this model keeps standard offerings in place while introducing a premium layer for a select group of clients. These clients get priority scheduling, extra access, or customized care and they pay for it. It allows businesses to test luxury pricing and service without overhauling their entire structure.
She pointed out that no matter which model you pick, you must factor in the hidden labour: administration, client coordination, onboarding, account‑management, emotional support. Many pet care businesses underestimate that when they raise prices. The premium client doesn’t just demand more of the walker; they often expect more systematic, behind‑the‑scenes service too.
One powerful mindset she shared: price what it takes until you stop feeling the strain. If something about your business is bothering you (client load, admin overhead, support gaps), raise the price until that bother goes away. When you negotiate from frustration, you lose. When you price from confidence and ease, you win.
Sales & Psychology: Shift from Features to Outcomes
Marcy made a compelling observation about how to approach sales for premium clients: they don’t buy from a menu of features. They buy from a trusted recommendation that ties into their life. So she advised treating the sales conversation like you’re a consultant, not an order‑taker. Ask the right questions: “What does your ideal pet care experience look like? What worries you when you travel? How can we make this effortless for you?”
After you’ve asked, you make a recommendation tailored to that person. The luxury buyer will ask price, sure, but they’ll accept it if they feel understood and believe the service aligns with their values and aims. Marcy said: stand for clarity and confidence in how you pitch, and you reduce decision‑fatigue for them.
Mistakes, Lessons & What to Avoid
Marcy shared some of her mistakes with authenticity:
One of the first lessons came from overpromising and underdocumenting. In trying to deliver a seamless premium service, it’s easy to promise flexibility, personalization, or exceptional responsiveness. But unless your systems and team are prepared to follow through, that promise can lead to burnout or worse, client disappointment. Marcy explained that many luxury clients, while generous and appreciative, are often the least likely to provide clear instructions or update notes. They move fast, expect high performance, and assume things will just be handled. If your internal processes aren’t ready to catch that, it leads to missed details and broken trust.
Another hard-earned insight: administrative work is where luxury lives. Marcy emphasized that the premium experience isn't found in flash, it’s in the invisible labor. That includes rewriting and organizing client notes, managing communications, coordinating custom schedules, and being emotionally available when problems arise. For many service businesses, these behind-the-scenes tasks don’t get priced in. But when you’re offering white-glove care, the admin effort can be just as intense as the pet care itself.
Finally, she pointed to the gap that often exists in team readiness. Staff might be trained in pet care protocols, but are they prepared to manage a high-touch emotional experience? Can they spot a client’s stress, follow up at the right time, and build trust through thoughtful communication? For luxury clients, the relationship isn’t just about the walk or the visit. It’s about feeling seen, understood, and reassured. That kind of service requires your team to operate more like account managers than order takers—and that shift takes training, coaching, and intention.
Why This Matters Now: For Pet Care Businesses Scaling Up
In the broader theme of Brand, Clients & Connection, Marcy’s session zeroed in on the “connection” part, especially when growth is pushing a business beyond solo operations. When you scale, your market often changes. Your clients may include busy professionals with high expectations, or families who expect you to manage more of the logistics. Without understanding that, there’s a risk of growing in volume but shrinking in margin, satisfaction or stability.
For pet care businesses moving from “lots of clients & low margin” toward “fewer clients, higher value, better margins,” the lessons are clear: define the client you serve, build your operations to support more than just the walk, price accordingly, and lead with experience.
Our Take
At PetPocketbook we often see businesses hit a ceiling because their operations, pricing or positioning haven’t caught up to their ambition. Marcy’s session was a timely reminder that scaling isn’t just about doing more—it’s about doing smarter.
We support you in aligning your client communication, onboarding, automated scheduling and team management so the premium experience isn’t just in your pitch, it’s in your delivery. We help you introduce tools and messaging that reduce friction for your clients and your team, making it easier for high‑end clients to adopt your system and feel like they belong. Because we believe that brand experience, pricing strategy and service design must work together for sustainable growth, and Marcy’s session spelled exactly how that can happen.
Harnessing the Power of YouTube: Doug Keeling on Building Small Channels with Big Impact
When Doug Keeling took the stage at the DogCo Summit, he wasn’t there to talk about going viral. He came to show how a small, focused YouTube channel can create outsized results, not just in views or dollars, but in community, client trust, and even personal transformation.
Doug, known to many as "Doug the Dog Guy," is the owner of Bad to the Bone Pet Care. What started as a side project to fill time during the early days of the pandemic quickly evolved into something bigger than he expected. Today, Doug has uploaded more than 300 videos, reached over 400,000 views, and built a loyal audience of more than 8,000 subscribers. But more importantly, he’s built meaningful relationships, attracted new clients to his pet care business, and even launched a coaching program for fellow petpreneurs.
His session, "Harnessing the Power of YouTube," wasn’t just a how-to guide. It was a case study in authenticity, creativity, and using accessible tools to create lasting impact. Doug made one thing clear: you don’t need fancy equipment or a viral hit to make YouTube work for your pet care business. What you do need is clarity, consistency, and the courage to show up.
YouTube as a Tool for Connection and Growth
Doug shared the evolution of his channel from those first early videos, a GoPro strapped to his dog, to the moment he realized that speaking directly to fellow pet sitters and dog walkers could resonate on a much deeper level. His breakthrough came when he shared a video titled "What I Wish I Knew Before Becoming a Pet Sitter." It was honest, informative, and personal. It didn’t just attract viewers; it built trust. And that trust became the foundation for everything that followed.
Doug emphasized that a great video doesn’t need to reach millions. His most impactful content often connects deeply with a niche audience, especially fellow pet care professionals. He outlined how to think about your audience in three parts: core (the people you want to speak to most often), casual (those who dip in and out), and new viewers (the ones discovering you for the first time). The best content speaks to all three, and Doug explained how his video strategy balances these layers. When it comes to naming your channel, pick a channel name that gives you flexibility. He chose his personal brand name so the channel would scale beyond just his local business.
From naming your channel to editing with iMovie, Doug broke down the logistics of getting started. His setup was refreshingly scrappy: an iPhone, natural light, a free editing app, and a caffeine-fueled pep talk. Over time, he upgraded to better tools and editing software, but the heart of his process remained the same: keep it simple, stay consistent, and speak from the heart.
The Business Impact of a Small Channel
Beyond likes and views, Doug showed how YouTube supports his pet care business in tangible ways.
Client acquisition: Clients find him through videos, feel like they already know him, and sign up for services with less friction. It wasn’t just passive discovery, either. Doug makes sure every video includes his business link and touches on topics that help his content show up in SEO results.He shared screenshots from his client intake forms where people discovered Bad to the Bone through YouTube. That content, even when not made for pet parents directly, worked because it showed his values, his team, and his transparency. One of the most moving examples he gave was a video where he vulnerably talked about receiving a one-star review. Instead of hiding it, he used it to show how his business grows through accountability and care. That video, he said, brought in one of his most loyal clients.
Authority building: By sharing mistakes, behind‑the‑scenes, and business insights honestly, he moved from being just “the dog‑walker guy” to being seen as a knowledgeable industry voice.
Secondary income streams: Doug also broke down how his channel earns money. For example, once he hit 8,000+ subscribers and hundreds of videos uploaded, his channel became a monetised asset. Through YouTube's Partner Program, affiliate links, and brand sponsorships, he's turned his content into a legitimate revenue stream. But as he pointed out, the financial return is just one part of the picture. Sponsorships and ad dollars matter, but the deeper value lies in the confidence he’s gained, the community he’s built, and the opportunities that have emerged—like offering courses and coaching. And yes, he shared numbers. He hit his first $100 YouTube payout after months of work, and it felt like a life-changing moment. Today, his videos bring in thousands in supplemental income. Not through viral fame, but through consistent, aligned effort over time.
Personal growth & confidence: He shared that making YouTube videos helped him “see himself differently” as someone who could teach, lead, and connect. That mindset shift, he argued, is as valuable as any direct revenue.
Key Tactical Details & Metrics
Doug shared several practical details which are useful if you’re considering YouTube for your business:
Doug didn’t just share inspiration; he gave the audience tactical clarity. To start monetizing on YouTube, he explained, creators need at least 1,000 subscribers and 4,000 watch hours to qualify for the Partner Program. But even before reaching those numbers, you can start laying the groundwork. Doug emphasized making videos at least eight minutes long, since YouTube allows “mid-roll” ads at that length, which tend to pay more than ads at the beginning or end. He explained how key metrics like click-through rate and viewer retention influence how widely a video is shown. Thumbnails and titles, he said, need to do immediate heavy lifting with bold, readable text and an engaging image, because viewers decide in the first few seconds whether to keep watching. Doug walked through his own stats as an example: over 300 videos, more than 400,000 views, and around 8,000 subscribers. He stressed that you don’t need millions to see impact. His results came from consistent, focused effort. On the sponsorship side, he keeps it simple, offering 30-second ad spots at $50 with a six-video minimum, and he insists that the ad fits naturally into the content. Each video, Doug shared, typically takes him about twice the length of the final cut to complete, plus a bit of extra time for tweaking descriptions and thumbnails. And throughout, he reminded the audience that the YouTube algorithm evolves regularly. What works now may shift, so creators need to stay current and committed for long-term growth.
Mindset & Differentiators
What stood out most in Doug’s talk weren’t flashy tactics, but the mindset shifts that shaped his entire approach. He built his YouTube channel not to chase trends or go viral, but to serve. His content focused on being genuinely helpful and honest, sharing what he wished he’d known, telling stories from the field, and speaking directly to pet care professionals and pet parents. That service-first approach laid the groundwork for long-term impact. Authenticity played a central role. Doug shared how posting a video of himself crying after a one-star review—an unfiltered moment of vulnerability, resonated deeply with viewers. Rather than hurting his reputation, it built trust. People responded to the raw honesty because it felt real. Over time, Doug emphasized, value compounds. A library of consistent, purposeful videos does more than gain views, it builds visibility in search, reinforces your authority, and keeps working for you long after publishing. He didn’t treat YouTube as a side project; it was woven into his business. His experiences as a pet care provider became the content, and that content in turn brought him clients, credibility, and opportunities. More than money, Doug explained, the greatest return was personal. The process of showing up on video helped him reshape how he saw himself, from a shy, behind-the-scenes guy to a confident leader and storyteller.
Why This Matters Now for Pet Care Businesses
In a market where many pet care operators rely on Instagram posts, local directory listings, and referrals, Doug’s framework offers a differentiator: a searchable, durable, trust‑building media asset.
For businesses scaling (team‑based models, expanding territory, offering premium services), YouTube can help you stand out in directories and search results (when people search “pet sitters in [city]” or “dog walker tips”). Prospective clients feel they already know you before you ever meet. You build content that continues to work (evergreen videos) rather than posts that vanish. You establish thought leadership, positioning you for higher margin, premium clients, or expanded services.
If you’re already using platforms like PetPocketbook for operations, this kind of content can be another layer of professionalism, authority, and differentiation.
At PetPocketbook, we love stories like Doug’s because they show how systems and storytelling can work hand in hand. YouTube isn't just a marketing tool; it’s a way to align your message with your mission. It builds trust, reduces the need for constant selling, and lets your personality do the talking.
What Doug has built didn’t happen overnight, but it did happen with intention. And that’s something we believe in deeply. Whether you're using PetPocketbook to manage your team, streamline scheduling, or communicate with clients, the goal is the same: consistency, clarity, and connection.
Doug closed his session with something that resonated beyond YouTube. He said the process of making videos helped him see himself differently, not just as a pet sitter, but as a leader, creator, and educator. That kind of mindset shift is what sustainable growth is all about.
So whether you're camera-shy or ready to launch, Doug’s message was clear: don’t wait to be perfect. Just start. Your story might be exactly what someone else needs to hear.
Purpose Meets Profit: How Shelter Walks Transformed Austin Tuck's Business
When Austin Tuck, the founder of Tuckered Out Dog Walking, launched a new initiative in early 2024, she wasn’t trying to go viral. She was trying to make a difference.
After narrowing her business focus to weekday dog walking, Austin had the clarity and capacity to explore how her company could do more good in her community. That’s when she developed the Shelter Sponsorship Program: a mission-driven initiative that allows anyone to sponsor a 60-minute adventure walk for a shelter dog. These walks give adoptable dogs a chance to decompress, gain exposure, and ultimately increase their odds of being placed in a loving home.
The setup wasn’t quick or casual. Austin spent months developing the idea in collaboration with her local municipal shelter. She chose that shelter because of its accessibility and openness to partnership. Her planning included meetings with the shelter manager, defining the program structure, and clarifying expectations around communication, safety, and dog selection. Once aligned, she drafted a formal agreement to outline responsibilities and protect both parties.
Next, she created infrastructure for scale. She used Stripe to set up payment links for one-time and recurring sponsorships. Those payments fed into an automated tracking spreadsheet, which logged sponsor details, payment dates, walk status, and dog names. She also built a custom service in her scheduling software for shelter walks, giving her team clear instructions and tracking while keeping it invisible to regular clients.
Training was a core component. Austin recorded a detailed Loom walkthrough of the shelter layout, embedded it in a team-facing document, and developed a standard operating procedure with a branded checklist. She trained staff on how shelter walks differ from client visits, including tone, safety, and enrichment goals, and shadowed initial outings to ensure consistency. Staff learned how to write story-driven, emotionally resonant updates for sponsors, focusing on positivity over logistics.
To ensure safety, she invested in specific gear: long leashes for enrichment, “Adopt Me” harnesses for visibility, backup clips to prevent escapes, and car hammocks to protect vehicles. Every dog is walked with enrichment in mind, not just exercise.
Once systems were in place, Austin created a dedicated landing page on her website to promote the program and accept sponsorships. She crafted compelling messaging that emphasized the dual impact of each walk, on the dog and on the community. Most importantly, when she announced the program, she tagged the shelter. That share sparked an outpouring of support, with 27 walks purchased in the first 48 hours. Many sponsors opted into a monthly recurring plan, creating a reliable revenue stream.
Since launch, the program has delivered measurable results. In less than a year, 95% of the dogs walked were adopted. Instagram engagement increased by 500%. Six new clients and five job applicants cited the program as their first introduction to the company. One former animal control officer, burned out from her work, joined Austin’s team and found renewed purpose through the program.
But more than the metrics, the program became a source of pride and cohesion for Austin’s team. Staff retention rose, hours became more consistent, and employee satisfaction hit an all-time high. By giving her team meaningful work that fit their schedules and filled emotional cups, Austin strengthened her business from the inside out.
Why This Matters for Pet Care Businesses
In a competitive industry, differentiation matters. Austin didn’t just find a new revenue stream, she created an ecosystem of goodwill that boosted retention, scheduling efficiency, and brand equity. She didn’t need a viral reel or a huge ad budget. She needed a meaningful idea, implemented with intention.
At PetPocketbook, we love seeing pet care businesses innovate in ways that serve both their community and their bottom line. Austin’s program is a powerful example of operational creativity fueled by values. When we talk about scaling with intention, this is what we mean.
Austin’s story isn’t just about dogs. It’s about using your business to build something that matters. Something that lasts. And something that, walk by walk, makes your whole community stronger.
These stories, strategies, and insights from the DogCo Summit 2025 have all pointed toward a single idea: growth that feels good is possible. Whether it’s through smarter financial planning, a stronger brand, more connected teams, or community-driven innovation, this year’s speakers reminded us that building a thriving pet care business is as much about purpose as it is about profit. At PetPocketbook, we’re here to help you grow with both. From streamlined operations to strategy support, our tools are designed to scale with your vision. If you’re ready to take the next step, let’s talk about how we can support your growth. And of course, we’ll see you at DogCo Summit 2026.