Barriers to entry are low in many sectors of the dog-related industry. Which means that there are many small businesses marketing products and services for dogs and other pets. Many dog product entrepreneurs are fueled by their passion to solve a problem they experienced with their own pets which inspired them to launch their business. They start with an idea, develop a product or service and then start selling with limited resources for marketing support, let alone market research and analysis.
Enter John Gibbons, the Pet Business Professor. John maintains a website where he publishes detailed analyses of public data about pet spending, discusses industry trends, and offers guidance on how to get the most out of pet industry trade shows. This information can help pet businesses of all sizes, but I think should be of particular interest to small companies without the resources to dig into all this data themselves. I suspect even many mid-size to large businesses are not doing this type of in-depth analysis of data that is publicly available, but not user-friendly in its original form.
You can subscribe to The Pet Business Professor blog via email to get updates when a new article is published. The industry deep dives don’t come out very often, but they contain a treasure trove of information. In the weeks leading up to major industry trade shows, like Global Pet Expo and SuperZoo, the Pet Professor will publish maps and attendance strategy guides to help you map out a plan of attack to get the most out of these vast displays from pet product purveyors.
I recommend that everyone in the dog marketing space visit The Pet Business Professor website, you’re certain to learn something of value.