In oceanography, the Great Atlantic Conveyor transports hot water from the South to the North of the planet. In the world of pet franchising the phenomenon of an entrepreneurial conveyor has long existed, generating hot ideas in the West and transporting them Eastwards to the UK and mainland EU. Writing this week in Franchising.com Eddy Goldberg reports that the driver of this alternative Atlantic Conveyor, US pet business franchising, continues to grow and is an area ripe with opportunity.

Goldberg cites an array of niche products and services that are currently being franchised within the US sector, ranging from pet product retail outlets to a nationwide poop-scoop service.

Many UK pet business franchises rely on similar templates to those of the US. Smaller husband-and-wife run local pet services such as mobile grooming, dog walking, cat-sitting and even specialist pet party organisers, tend to follow the 'we come to you' method. The symbiotic franchisor/franchisee relationship establishes the business brand name in local communities through liveried vehicles and by word of mouth.

Smaller pet product and service franchises are ideally suited to niche sector development, specialising or expanding into new micro-sectors to add value and capture the edge over the competition: mobile groomers incorporating animal massage services; trainers specialising in behavioural problems. Pet food manufacturer Oscar established its first own label pet food home delivery franchise in 1993. Now with a nationwide network of franchisees Oscar has expanded its product reange to include toys and treats; food supplements; bedding; grooming equipment; and training aids.

Higher investment bricks and mortar franchises add legitimacy to their operations through greater investment in marketing their brands nationally. The 24 hour veterinary service Vets Now developed rapidly out of a shortage of vets able to provide local 24 hour cover. With over 300 centres across the UK, it recently invested £2.5m, in a new headquarters in Dunfermline. Additionally, the company has just announced the launch of a new Emergency Pet Ambulance Service franchise.

Cultural, technological, economic and legislative changes contribute to the ever shifting shape of the market for pet products and services. Entrepreneurial eyes are trained on the horizon, skilled at spotting small changes in the current and quick to capitalise on them. New business is there for the taking if you are able to read the signs - and as ever, some of the strongest signals are coming out of America.

Submitted by: Steve O'Malley      

---

Readers' Comments:       ..please LOG IN

no comments