WIPIN_WinterBook_2019_MagCloud

The Winners’ Issue

TOP WOMEN

The Winners’ Issue

IN THE PET INDUSTRY

2019 Winter Magazine

Learn from Top Women

what makes a great leader

Find out what

social media platform

Top Women prefer

See yourself on the cover

Nominations open

March 2020

2

Winter Magazine

Collaborators

This magazine is a reflection of the wonderful

women in it. The WIPIN magazine you are

viewing had been edited, designed and poured

over by several remarkable pet women.

Publisher

Shawna Schuh, CSP

Women in the Pet Industry Network’s

President & Chief Pet & People Wrangler,

executive business coach and leading

industry speaker. Contact Shawna at:

Shawna@WomenInThePetIndustry.com

Editing & Production

Barbara Zawlocki

WIPIN’s Guest Editor

Founder & Editor, Lick Magazine

Contact Barbara at:

Barbara@LickMagazine.com

For other questions:

Magazine@WomenInThePetIndustry.com

Rebecca Zinkgraf

Graphics Designer & Producer of making

all the pieces of the puzzle fit. Contact

Rebecca at: minepress@gmail.com

Samantha S. McVey

Magazine Coordinator

Contact Sam at:

Sam@WomenInThePetIndustry.com

Elaine Goldman, Editorial Contributor

Contact Elaine at:

Elaine@WomenInThePetIndustry.com

“Top Women in the

Pet Industry Magazines”

are a product of Pet Industry Biz

©2019/2020 Pet Industry Biz

24241 Highway 47, Gaston, Oregon 97119

503-970-5774

Your free digital download can be found

at: www.WomenInThePetIndustry.com/

optin-magazine/

To join, please visit

www.WomenInThePetIndustry.com

is a member site for women working

in all categories of the pet industry.

Annual dues for membership, $167.

It’s been noted multiple times and by many that people don’t like change. There is

even a book titled, “Change or Die” by Alan Deutschman where they break down

how many people do indeed pick death over changing a habit deeply engrained.

Smoking as an example.

At Women in the Pet Industry Network, we choose to evolve. The notion of evolving

is pleasing to me, it denotes movement, growth, rebirth and renewal, rather

than doing something different (changing) for change sake or because of failure or

because of boredom.

This magazine is our winner’s issue and as you can see from the cover, we are featuring

our past winners on their covers as we do some evolving with this magazine

and at WIPIN in general.

Now, some people like to say they hit the “pause” button, or that that’s a smart way

to live however it’s not in my nature, nor any animal I know to simply pause. Rest,

yes, pause, no.

There has been no pausing around here. We are gearing up for a new feel, a new

focus and a new WIPIN in 2020. We have partners lined up that can help us move

into serving more women and helping all of us become even better leaders.

We are on the brink of a new decade and that decade will provide us with new

ways to serve the women in the pet industry and the pets and pet lovers they serve.

Thank you for embarking on that journey with us.

2019 Winter Issue • www.WomenInThePetIndustry.com

3

WIPIN WORKS

EDITOR’S NOTE

WOMEN IN THE PET

INDUSTRY NETWORK

"We Are All Winners!"

PUBLISHER’S MESSAGE

We are leaving the teens behind and moving

into the 20s - and this magazine you’re

viewing pays tribute to the past winners of

Pet Industry Woman of the Year. Each woman

profiled in these pages has done remarkable

things and they have only just begun.

Please enjoy the profiles and reach out to the

women who inspire you. They put their whole

heart into doing their work and one thing we

can do for each other is applaud that, recognize

that and tell them they are doing well.

I know we think it - why not share it and

spread it worldwide?

In 2020 we will again recognize outstanding

women in the pet industry only in a much

bigger and bolder way. Now that we’re in the

20’s it seems fitting. Please look for nominations

to open in the spring and think about

nominating yourself or someone you know

that is doing great things for pets. We are

stronger and better together, don’t you agree?

Here to serve you,

Blessings,

Shawna Schuh

Publisher, President and

Chief Pet and People Wrangler

WIPIN celebrates its 2019 Top

Woman in the Pet Industry, "Woman

of the Year Awards Edition," with a

fond look back at our last 7 years of

WIPIN and our Top Woman In the

Pet Industry "Woman of the Year"

Winners.

Our latest 2019 WIPIN Winter

Edition celebrates the road we have

traveled with All of our WIPIN

Winners as we Congratulate and

toast to the continued success of Top

Woman and Best First Time WIPIN

Winner Darleen Wheelington from

"Waggin Tails," an all-inclusive facility in Arkansas. Darleen was "Woman

of the Year 2013," Top Woman Lorien Clemens, Director of Marketing at

"Pet Hub" was WIPIN "Woman of the Year 2014," Top Woman Yvonne

Divita, the Lipsticking Society was WIPIN "Woman of the Year 2015,"

Top Woman Dani Mcvety, DVM, Co-Founder and CEO at "Lap of Love"

Veterinary Hospice was our WIPIN "Woman of the Year 2016," Top

Woman Gila Kurtz, Owner of "Dog is Good" was WIPIN "Woman of the

Year 2017" and Top Woman Dr. Judy Morgan, DVM "Naturally Healthy

Pets," was Advocate and WIPIN "Woman of the Year 2018."

All of these incredible women have made and continue to make innovative

contributions to the pet industry. We applaud their continued efforts, trials,

tribulation and success.

2020 is around the corner and Women In The Pet Industry Network will be

looking for its next Top Woman in the Pet Industry, WIPIN "Woman of the

Year Winner."

So, remember to throw your hat into the proverbial ring for consideration..

because we are All winners! And the next WIPIN Top Woman in the Pet

Industry 2020 "Woman of the Year" could be "You"!

Happy 7th Anniversary WIPIN!

Barbara Zawlocki

Editor & Member

Women In the Pet Industry Network

Lick Magazine, Publisher


4

Are you marketing yourself?

Connect with Leaders in the Pet Industry

Become a Member today!

Join Now

Succeed Now

www.WomenInThePetIndustry.com/join


5

WINTER 2019 DIRECTORY

Leaders from nearly every corner of the pet industry are represented in this issue.

Find them here.

Women in the Pet Industry.............................................................................................................................................. 2-6, 10, 32, 36, 68-70

Super Zoo............................................................................................................................................................................................................................7

Lick Magazine.......................................................................................................................................................................................................... 46-47

Articles

American Humane Hero Dog Awards............................................................................................................................................................... 8-9

Grassroot Changes in the Pet Care Services...............................................................................................................................................30-31

A Power Phrase: 3 words to project calm and give yourself time to think....................................................................................58-59

Products

Janan Bernabud, C' Mimi Luxury Pet Fashion.............................................................................................................................................. 12-13

Julianna Carella, Treatibles................................................................................................................................................................................... 14-15

Anne Carlson, Jiminys............................................................................................................................................................................................ 16-17

Karen Finkle, Balance Organically.....................................................................................................................................................................18-19

Sarah Goldberger, Lord Jameson.....................................................................................................................................................................20-21

Alisha Navarro, 2 hounds design......................................................................................................................................................................22-23

Jodi Ross, Pet Rescue Rx......................................................................................................................................................................................24-25

Mary Ann Rudd, Raised Right Pets.........................................................................................................................................................................33

Lynnette SanMiguel, King Kanine....................................................................................................................................................................26-27

Kathy Tsai, Petique................................................................................................................................................................................................ 28-29

Services

Lisa Beals, Fitness 4 Paws Health ...........................................................................................................................................................................61

Robin Bennett, RB Consulting & The Dog Gurus..............................................................................................................................................65

Lisa Blaurock, Affordable Allergy Test...........................................................................................................................................................38-39

Suzanne Brean, My Little Dog Training Biz................................................................................................................................................. 40-41

Jessica Finnegan, Trinity Tower Consulting................................................................................................................................................. 42-43

Kellyn Grantham, Target.............................................................................................................................................................................................49

Robbi Hess, Positively Woof ......................................................................................................................................................................................11

Peggy Hoyt, Animal Care Trust USA.............................................................................................................................................................. 44-45

Karol Kennedy, Be Pawsitive Personal Dog Training .....................................................................................................................................60

Nicole Massey, The J.M. Smucker Company........................................................................................................................................................51

Finola Mcmahon, Pets & Money......................................................................................................................................................................48-51

Judy Morgan, Naturally Healthy Pets..............................................................................................................................................................52-53

Stacy Pursell, The Vet Recruiter...................................................................................................................................................................... 54-55

Carmen Rustenbeck, Ibpsa.................................................................................................................................................................................56-57

Gabby Slome, Ollie......................................................................................................................................................................................................50

Media & Associations

Barbara Zawlocki, Lick Magazine .................................................................................................................................................................... 66-67


6


7

SEPTEMBER

1-3

2020

EDUCATION

AUGUST 31-SEPTEMBER 3

EVERY DOG

HAS ITS DAY

And so does every pet professional.

Four days, in fact. Filled with all

the trends, products, education

and inspiration you need to keep

your operation fresh, attract new

business and keep loyal customers

coming back for more.

SAVE THE DATE | SUPERZOO.ORG


8

http://www.medicalservicedogs.org | 1-800-398-6102


9

Guardian Angels Medical Service Dogs is both humbled and honored to announce

that on Friday, October 5, 2019 after more than a million public votes, our Service

Dog, Alice; specifically trained to assist Recipient Antonio was named the 2019 Hero

Dog of the Year in the American Humane Hero Dog Awards.

Alice has been watching over Antonio since 2016, after he tragically suffered a gunshot

wound to the head at the age of nine, while sitting in his parents’ car in 2015.

Since that day, Antonio has struggled through 5 brain surgeries, leaving him with a

permanent traumatic brain injury, and an artificial flap that covers a large portion of

his skull. He suffers regularly from seizures, spells, migraines and balance issues. Alice

is at Antonio’s side constantly, including attending school together; and she is focused

on Antonio at all times. She not only alerts to oncoming seizures and spells, but assists

him with balance issues, as a fall could potentially be fatal.

Guardian Angels Medical Service Dog Alice completed nearly 2 years of unparalleled

custom training to prepare for a life partnering with and assisting Antonio. His Mom,

Tara says: “Alice is a hero in our eyes because without her, Antonio would not be able

to do the simple things in life we take for granted, like going to school, the store, or

even just walking outside. She has never once failed in alerting and has saved Antonio’s

life many times. Alice has given Antonio a chance at a new normal life he did not

have without her. The life that was ripped away for no reason. She has NEVER let him

down. If that is not a hero, I don’t know what is”

To read Alice and Antonio’s full story visit www.herodogawards.com/Alice

Guardian Angels was founded in 2010, and custom-trains medical service dogs for veterans,

first-responders and individuals like Antonio. Although the cost of training each

service dog can take up to 2 full years, and cost nearly $25,000, we donate each dog

to the recipient at no cost. We receive no federal or state funding. Everything we do is

funded completely by private and foundation donations. To date, we have paired over

320 service dogs in 23 states across the nation. To learn more about our organization,

or become a supporter, visit our website at www.MedicalServiceDogs.org.

1-800-398-6102 | info@medicalservicedogs.org | https://www.medicalservicedogs.org/


10

WHHO W)LL SHHE BE?

"Pet Industry Woman of the Year"

What if it's you?

2020 Nominations Open this Spring!

B‹®oµ– to W)O)>?

(1) Build skills; (2) Gain connections;

W›è

(3) Impress your clients

Easy to join: https://WomenInThePetIndustry.com/join/

11

NEW QUARTERLY E-ZINE

NEW QUARTERLY E-ZINE

NOW INVITING ADVERTISERS

NOW INVITING ADVERTISERS for 2020

FREE INAUGURAL SUBSCRIPTION

FREE INAUGURAL SUBSCRIPTION

WIPIN Members (regular $20/year)

PositivelyWoof.com/magazine

PositivelyWoof.com/magazine

CONTACT

CONTACT

Robbi Hess, Senior Editor Robbi@PositivelyWoof.com

Robbi Hess, Senior Editor Robbi@PositivelyWoof.com

12

www.c-mimi.com

c.mimidogandcatfashion@gmail.com

www.facebook.com/cmimidogandcatfashion

www.instagram.com/c.mimidogandcatfashion


13

JANAN BERNABUD C' MIMI LUXURY PET FASHION

What does leadership mean to you?

Being an example and giving back.

What is your greatest accomplishment

this year?

Receiving a patent for my party

harness.

Are you a dog or cat person? And

how do you think that helps you in

business?

I am an animal lover. I have a cat

and dogs. My cat is a critic my dogs are

partners.

PRODUCTS

What do you wish pet lovers knew

about what you do?

I have had no formal training for being

a pet fashion designer. I am passionate

about what I do. I love to create and

innovate. I am not conventional in my

approach giving myself the freedom to

create one of a kind items that I hope

will be flattering. I buy what I like when

I travel at flea markets and I upcycle.

How did a pet influence your business?

Oh my, I cannot thank my

veterinarian enough for giving me

Imalaya. She opened a whole new

world for me. I finally had a small dog to

model my designs. But more than that,

I was able to integrate the wonderful

world of dog fashion. I have met so

many people that I now consider

friends. I look forward to seeing them

at the various events I participate in. I

have been lucky to have met other dog

fashion designers who have advised

and guided me and to whom I am

forever grateful.

How important is social media to

your business?

Social media is very important

and indispensable today. It's a great

advertising tool, however it does

not replace a satisfied customer.

I find managing several accounts

overwhelming so I mainly use

Instagram, Facebook and Linked in.

What do you love most about your

business?

The creativity, the continued learning,

the encounters, the fun, fashion, and

all the unexpected rewards!

What trait do you possess that

serves you best in business?

Perseverance, open mindedness,

always striving to improve and altruism.

Connect with Janan:

c.mimidogandcatfashion@gmail.com | www.c-mimi.com | cmimidogandcatfashion | c.mimidogandcatfashion


14

committed.

CONSISTENT.

compliant.

WHY YOU CAN FEEL GOOD ABOUT

CARRYING OUR ORGANIC FULL

SPECTRUM HEMP OIL LINE.

• We’re true pioneers – the original company to offer full spectrum hemp oil infused products for pets, with more

than 10 years of experience.

• All our Compassion Certified ® products feature organic full spectrum hemp, cultivated in the USA.

• We are qualified members of the National Animal Supplement Council (NASC) and all of our packaging is compliant.

• We offer a wide range of beneficial products for both dogs and cats, from capsules and oil dropper bottles to

functional chews and topical cream.

• Pets love the taste and benefits of Treatibles, as more than 2,500 customer reviews and testimonials on our

website will attest!

THE BENEFITS of our organic full spectrum hemp oil include helping instill calm, balance and ease, supporting

a healthy digestive tract and strong immune system, and promoting healthy joints, flexibility and normal inflammatory

response. Treatibles can help pets exhibiting anxiety, discomfort, loss of appetite, digestive tract issues and more.

To learn more about our growing family of expertly infused full spectrum hemp oil products for pets, contact your

Treatibles distributor, email orders@treatibles.com, or call 707.992.0854.

www.treatibles.com

©Treatibles 2019. All Rights Reserved.


15

PRODUCTS

JULIANNA CARELLA TREATIBLES


Leadership is so many things, many

of which may contradict the traditional

sense of the term. Leadership is about

being a student as well as a teacher.

A true leader has more questions

than answers and more humility

than ego. The best leaders also know

when to follow the lead of their

team, to collectively reach the goal

that the whole team is passionate

about realizing. Success should be

something that all team members can

feel personally proud of, yet this can

only be achieved if team members are

individually aligned and fully engaged

in the common goal.

How do you feel you positively

impact the pet industry?

Treatibles, founded in 2013, was the

pioneer CBD pet product company,

and we are proud to have laid the

groundwork for this emerging category.

When we began developing CBD

products for pets, we knew that it

would take years to educate the public

on the safety, efficacy and benefits of

full spectrum hemp for animals. The

conversation has changed drastically

over these past 7 years. As the stigma

of hemp and cannabis continues to

deteriorate, the true potential of full

spectrum CBD products for animal

health is finally being realized.


about what you do?

Because of the complicated

regulatory limitations in the CBD pet

product category, compliant companies

have been required to update their

packaging. When packaging changes

are made, it can be confusing and even

annoying to customers. We do wish

customers had a better understanding

of the challenges that we face in this

category with regard to necessary

packaging changes. Recently, more

and more clarity around the proper

verbiage and information required

on packaging has been determined.

What’s most important is that the

category continues to grow and that

compliant CBD products remain on

the store shelves.

What do you think is the most interesting

trend in the pet business?

The most interesting trend in the

pet business is the pattern towards

misinformation to predominate

and pet parents are left in a state of

confusion about what information is

true and what is false. This has been

evidenced recently with the hysteria

around DCM, which has created a wave

of change throughout the pet industry,

and yet is based on data from a very

small population – 524 reported cases

to the FDA between 2014 and April of

2019. In fact, DCM impacts less than

one percent of U.S. dogs, with .0007%

being supposedly related to diet. Here

at Treatibles, we understand that pet

parents will go to any length to make

sure their pet is happy and comfortable,

and the last thing a vulnerable animal

and their anxious pet parent needs

is the wrong information. We are

dedicated to supporting our customers

with education and true facts around

science, compliance and pet health.


My dog Toby, a high-strung pit/

lab mix who passed before I was

introduced to CBD, taught me so much

about the delicate nature of animals

with endocannabinoid deficiencies

that lead to neurotic behaviors. Living

with an anxious animal takes an

incredible emotional toll on all family

members, and actually inspired our tag

line “Harmony for the whole family!” I

wish that Toby could have experienced

the benefits of full spectrum hemp

CBD, something we hear many pet

parents say when referring to their fur

babies that have passed.


your business? What is your favorite

platform, or do you have one?

Social media is very important to

Treatibles. It provides the opportunity for

instant communication and interaction

with current and future customers. We

regularly use several platforms to share

information, promotions, news on

upcoming events and more. We also

encourage engagement. Our customer

service team regularly monitors the

Treatibles social media pages and

answers questions. I don’t have a

favorite, as each social media platform

has its own flavor and reaches a slightly

different audience. While there is some

crossover, each platform also has its

own set of followers.

Connect with Julianna:

julianna@treatibles.com | www.treatibles.com | treatibles | treatibles | 510-410-2720


16

Finally an

ALTERNATIVE PROTEIN

CRICKET PROTEIN

OMEGAS

PRE-BIOTIC

with purpose!

For happy pets and

a healthy planet

SUSTAINABLE

HYPOALLERGENIC

NUTRITIOUS

DELICIOUS

HUMANE

jiminys.com | @jiminysforpets


17

PRODUCTS

ANNE CARLSON JIMINYS

For happy pets and a healthy planet

With Jiminy’s, I’m developing products that deliver superior

nutrition coupled with sustainability. We’ve accomplished this

by embracing an exciting alternative protein – cricket protein!

ANNE CARLSON

Jiminy’s Founder & CEO

Cricket

Protein

Powder

It’s a superfood with a complete

protein and so much more!

SUPERIOR NUTRITION

• Protein

• Amino Acids

• Omegas

• Minerals

• Iron

• Vitamin B2 & B12

• Taurine

• Fiber

Cricket protein supports gut health!

The fiber feeds the good bacteria in

our dogs gut – it’s pre-biotic!

GREAT SUSTAINABILITY

uses 67% less land

than chicken

740% fewer greenhouse

gases than beef treats

saves 220 gallons

of water per bag

Requires exponentially less

land, water and almost no

greenhouse gases to produce

cricket protein.

CONNECT WITH ANNE Anne.Carlson@jiminys.com | www.jiminys.com | @jiminysforpets


18

organically

a place of wellness for humans & animals

Our vision is to offer an innovative and unique line of certified organic and all-natural

products to benefit both humans and their dogs together, allowing them the opportunity

to experience serenity and an overall sense of wellness in their own environment.

AFTER ALL... THEY ARE FAMILY!

• For Dogs & Humans

• Certified Organic Ingredients

• All-Natural Ingredients

• Essential Oils & Essential Waters

• NO Detergents or Fillers Added

• NO Sulfates & Paraben FREE

• Biodegradable

760.364.8896 | www.BalanceOrganically.com


19

PRODUCTS

KAREN FINKLE BALANCE ORGANICALLY

Meet the Owner – Karen Finkle

➊

➋

➌

➍

➎

➏

➐

➑

➒

➓


I believe that being put in a position of leadership is a privilege. I consider it to be

an honor to share my experiences, successes and failures in order to help another

on their personal journey.

How do you feel you positively impact the pet industry?

I’m bringing a safer grooming option to our industry. By infusing my certified organic

products with spa like relaxation botanicals and oils, our hope is to aid in helping

manage stress and anxiety issues for our beloved dogs as well as their humans…

Are you a dog or a cat person? And how do you think that helps you in business?

I am an “ALL” animal supporter. Growing up the grand daughter of a zoo director, I

had access to many different animals at an early age. Yet my passion for dogs (one in

particular) has fueled my desire to build my company. My sweet little Yorkie Toby

passed over the rainbow bridge a few weeks ago but will always remain the face of

my company and hold a huge piece of my heart.

Who is your favorite business expert?

Indra Nooyi. She strives to truly understand people and leads with that in mind.

What do you think is the most interesting trend in the pet business?

That our beloved pets are finally being acknowledged as family members!!!

What is your leadership improvement plan?

Continuously learning and Mentoring others.

What do you look for most in a teammate?

Honesty, Empathy and Passion


My little Toby (yorkie) was 100% the catalyst for my creating and launching my company. Even though I lost him

about a month ago, he will always remain the face of and the driving force behind Balance Organically!

What do you love most about your business?

The people I work with and come into contact with! Pet people are the

most compassionate, and I believe passionate, humans on the planet!!

What trait do you possess that serves you best in business?

I lead by example. I would never expect someone to do

something that I myself was not willing to do or

learn to do if necessary.

Toby, Yorkshire Terrier

& Mrs. Karen Finkle,

Toby's mom and Founder

of Balance in California

organically

a place of wellness for humans & animals

SOURCED &

MADE in the

USA

Connect with Karen:

x | x | x | x | x


20

Lord Jameson Dog Wellness Company

Organic Soft Functional Dog Treats Made with Real Ingredients. Beautiful in form.

Free from Wheat, Corn, Soy and Dairy. No Preservatives or Artificial Ingredients.

Great for dogs of all ages and sizes. Gifts for dogs. Birthday flavors and more!

www.lordjameson.com | lordjameson


21

PRODUCTS

SARAH GOLDBERGER LORD JAMESON

How do you feel you positively impact the pet

industry?

Founding Lord Jameson has been one of the greatest

honors in my professional career. I believe our brand and

product portfolio has positively impacted the health

and wellness of dogs and their families throughout the

country in many wonderful ways. We are committed

to creating the highest quality products made with

100% certified organic ingredients. Our flavor profiles

are beloved by all breeds and our product design is

one-of-a-kind. Each treat is formulated with organic

human-grade ingredients that are free of wheat, corn,

soy, dairy and preservatives. We do not use any GMO

ingredients or artificial flavors.


The inspiration of Lord Jameson stemmed from our

nine year old family cocker spaniel named Jameson.

We watched him positively impact the lives of

humans through his volunteer work at The Good Dog

Foundation. We saw him transform the mind and hearts

of individuals who were experiencing trauma and/or

stress. Watching him heal a stranger in need was one

of the most profound moments of my life. I knew in

that moment that dogs truly had a magical way

of making a human's heart smile and shine

even in their darkest moments. From that

moment on, I went out to create the

Lord Jameson brand to capture that

magical spark and reward dogs

for their unconditional love and

devotion to humans.

What do you love most about

your business?

It would be impossible for

me to list one thing that I love

most about our company. I run

to work every morning with a sense of gratitude for the

gift of this experience. I love our amazing team who are

so devoted to our brand and our customers. I love our

incredible retail partners and their beautiful family-run

business stories. I love meeting so many amazing dog

parents and dogs and watching them go crazy for our treats. I

love and truly appreciate that we have the ability to give back

to the community and positively impact the wellbeing of dogs

throughout the country through philanthropic efforts. I love that

my co-founder is my very best friend and beloved dog

of 9.5 years.

What trait do you possess that serves you

best in business?

One of the traits I possess that has

served me best in business is that I

have learned to embrace the glow

of uncertainty. As a twenty-year

devoted yogi, I have spiritually

learned how to sit with intention and

allow the universe to present the

best path forward.

I firmly believe in the power of

positivity and manifesting your

own destiny. Timing in life, and in business, is everything.

Working hard to allow the foundation of your dreams to grow

is imperative. But trusting the universe to present the right time

to grow, or the right time to hold back, is a learned trait that I

wish to instill in all our teammates and those around me both

personally and professionally.

Connect with Sarah:

Sarah@LordJameson.com | www.lordjameson.com | lordjameson | 985-805-6735


22


23

PRODUCTS

ALISHA NAVARRO 2 HOUNDS DESIGN

Who is your favorite business

expert?

Seth Godin has greatly

influenced my marketing and the

way I see things in the business

world and would probably be my

overall favorite, but I have many

favorites, from Michael Gerber

to Robert Cialdini, and even Jack

Canfield.

What do you think is the most

interesting trend in the pet

business?

All of the trends are interesting,

but I've been surprised at how

heavy the CBD trend seems to be

right now. I've even researched

CBD infused materials for collars,

leashes and harnesses!

What is your leadership

improvement plan?

We are a Continuous

Improvement company, it is a part of

our core values and it is part of our life,

which means we seek to learn from

every mistake, we are always making

small incremental improvements

to the way we do things, and we are

always improving our knowledge and

learning more to serve our community

better.

What do you look for most in a

teammate?

Hungry, Humble, and Smart. Are

they hungry, do they WANT to

succeed. Not do they say they want

to, do their actions show it? Are they

humble, can they admit when they've

made a mistake and learn from it? Are

they smart, do they know how to deal

with people without constant conflict?

This is the most important trait for

every member of my team.

Did a pet influence your business?

Two of them, actually! We are 2

Hounds Design because at the time

I started the company, I had 2 retired

racing greyhounds, Iceman and

Paradise.



platform, or do you have one?

It is extremely important. Dog

people are social people and they like

interacting with each other and with

the community in general. I personally

don't "do" social media other than

interacting with our community around

our business.


business?

I love EVERYTHING about my

business! I am at work every single

day at 7:45 because I want to be here.

I love walking on the production floor

and hearing the sewing machines

going, I love being in shipping and

looking at the boxes going out that day.

I love answering customers and I love

designing new things.



Humble (see above). I'm not afraid

to make mistakes and I'm determined

to learn from them so I don't make

them a second time.

Connect with Alisha:

alisha@2houndsdesign.com | www.2houndsdesign.com | 2houndsdesign | 2houndsdesign | 704-234-0228


24


25

PRODUCTS

JODI ROSS PET RESCUE RX

How or what has your company

learned to innovate in this sector?

Pet Rescue Rx was launched in June

of 2013, as an idea to take advantage

of the changes in the way pet owners

purchase their pet’s medications. As the

online market grew, the potential was

there for us to reach those pet owners

who support the pet rescue effort and

were shopping elsewhere. Through Pet

Rescue Rx our customers not only save

money on their pet medications but

also know that they are supporting the

rescue effort. Our motto, “A Pets before

Profits Pharmacy” reflects our mission

to be innovative in a way that can

support the animal shelters and rescues.

We believe success is defined by our

ability to donate as much as possible

to those organizations which have

the difficult job of caring for homeless

pets. Personal financial gain is not our

motivation. This is directly opposite to

the motivation of our large competitors.

Where have your best ideas come

from?

Everyone’s input at Pet Rescue Rx is

important. We work as a tight knit team

which also includes our customers who

love what we are doing. In fact, some

of our best ideas are created when we

face challenges with our customers

and work together to solve them. In

my experience, sometimes it seems

like the greatest lessons are learned

from our mistakes. We all make them,

we just don’t let it get in the way.

Describe those who work with you

and what they contribute to your

success.

All employees of Pet Rescue Rx believe

in what we can accomplish. We wear

many hats and know that our success

comes from being able to be flexible and

creative on a moment’s notice! We are a

small group and each of us understands

that what we do on a daily basis impacts

our success. We are just like family and

we all have each other’s back.



A positive attitude. Surround yourself

with people who you can support with

your passion and positivity in return

you will receive the same. You have to

respect and appreciate the people you

work with. Stop thinking about what

the future may hold when you “make it”.

Today is your reality - Yesterday is gone

and tomorrow is filled with hope. Wake

up every morning and tell yourself that

this will be a good day. Then take that

attitude to work with you!


business?

I love that while we face much larger

corporations who can outspend us on

advertising, as a team we have been

able to grow our business by doing a

great service for the community. Our

customer service is strong, and our

customer reviews are glowing. We

work hard for that high praise! Overall,

we can compete on price but our

competitors can’t compete with the

fact that we donate every dollar of

profit to shelters and rescue groups.

Ours is a David vs Goliath story. We are

the underdog on a mission to help the

underdogs and cats of the shelters.

Connect with Jodi:

jross@petrescuerx.com | www.petrescuerx.com | PetRescueRx | 855-307-7940



I see this question as more how we

positively impact the pet owner. By

focusing on the customer and providing

them a great service and letting them

choose the shelter or rescue they wish

to support they become part of Pet

Rescue Rx. Our positive impact comes

from each customer. Their purchases

are supporting homeless pets.

What do you hope to achieve

from joining the Women in the Pet

Industry Network?

It is my hope that we can work together

to help each other grow. We have a

distinct overlap of pet loving customers

who may be interested in what we can

all offer. As we all know, the ability to

advertise our businesses is extremely

expensive through traditional channels.

Even online marketing is being taken

over by the giant corporations who are

able to spend millions and this eventually

pushes the smaller businesses out. It

would be beneficial to all if we can help

each other out by sharing information

and ideas. If we work together we can

reach more pet owners at a much lower

cost. Anyone interested in this idea and

teaming up with Pet Rescue Rx should

contact me. I would love to share ideas.

Let’s be creative together.


26

Award Winning CBD Products


27

PRODUCTS

LYNNETTE SANMIGUEL KING KANINE

Are you a dog or a cat person? And


business?

I gravitate towards dogs because of

my allergies to cats. However, I would

consider my soul to be with all animals.

I realized my purpose in life, at a very

young age, and have always known that

I wanted to be around them and/or

work in the animal industry. As a child,

I read and studied dog breeds so that is

my little secret that most people don’t

know but it has helped me understand

the needs of breeds which in turn help

explain them to their owners.


teammate?

A great teammate will be open to

learning, have patience, be self-less,

accountable and have a true passion

for pets. Many times, ego is involved

in our decisions and if we can be

conscious enough to understand

and change that, we can make better

decisions and be a better team player

an overall better person.

What do you

love most about

your business?

I absolutely

love trade shows

and being around

all sorts of pet

products and of

course the many

dogs I get to

play with. The

minute I see one

my attention

immediately

directs me to

them regardless

of what I am

doing. Not always

a good thing but I

can’t help it.

How did a pet

influence your

business?

Our business

was created due

to my partners

Great Dane, Mojo’s, shedding problem.

His short dense coat became so much

of a problem that Jeff, my partner,

decided to make his own de-shedding

tool, the King Komb, since other similar

products didn’t help and so the King

Komb was designed to help with

his problem. Now we have an entire

company, with 16 products, that can

tell the story of how a very special big

boy brought us together.



I believe my ability to be detailed

oriented serves my team the best. I am

the behind the scenes kind of person

that takes care of many little things that

are needed to run a business, but most

forget about them. I have a very good

memory so that also comes in handy!


Leadership is knowing & deciding

what to do at the right time even

though you aren’t sure what to do but

you evoke the confidence and poise

needed to decide. It is treating all

members of your team, or those you

meet, with the same respect. Favorite

quote “Make it hard to spot the general

by working like a soldier”

Connect with Lynnette:

lynnette@kingkanine.com | kingkanine.com | KingKanine7 | kingkanineofficial | 833-KING-PET


NON-TOXIC

28

SAFE

HIGH QUALITY

Petique, Inc. is a women owned company

who specializes in non-toxic pet supplies

and consumables. Our mission is to

provide chemical free pet products safe

for your pets and to make our planet a

cleaner place to live in for you and our

future generations.

@PetiquePets

www.petique.com


29

PRODUCTS

KATHY TSAI PETIQUE

Our Pets, Our Planet, Our Purpose

Petique, Inc. is a women owned

company specializing in non-toxic

pet supplies and consumables. As pet

owners, we share a passion in creating a

healthy, positive, and fun environment

for your furry family members. With

chemical-filled products that are

harming our pets and our planet, we

strive to create non-toxic pet products

that are safe for animals, while

conserving our ecological balance

when possible and avoiding depletion

of natural resources.

We love your pets just as much as

we love the planet

Our mission is to provide chemical

free pet products safe for your pets,

while making our planet a cleaner

place to live in for you and our future

generations.

Our Team

We have over 30 years of

experience in manufacturing, product

development, and design. Whether it's

developing eco-friendly and non-toxic

items, reliable travel gear, or innovative

toys, Petique delivers quality products

you and your pets can enjoy for years

to come.

About Kathy Tsai

A little something

about me and how

Petique, Inc. became

a women owned

company. After living

in San Francisco for five

years, I had grown to

love the environment

and the lush greenery

all around me. With

the realization of global

warming, pollution, and

decreasing wildlife, I

wanted to help save

the animals, the planet

and make our world

a better and cleaner

place to live in. During

the second year of

#LivingMyBestLife

(haha) in San Francisco,

I got my first and only

dog! Even though I was never allowed

to have pets growing up (besides fish)

because my mom was bit by a dog

(traumatic experience) when she was a

little girl, I have always been an animal

lover. They are just sooo CUTE and

filled with genuine feelings/emotions!

I can't get enough of animals!

Studying International Business

in college, I gained experiences and

developed connections where I was

able to ignite my passion in providing

safe, innovative, high-quality, and ECO

dog and cat products. Here's a funny

twist, not only is my mom in love with

my dog (overcoming her traumatic

experience), she is also TEAM PETIQUE!

We have partnered up to help animals

live a healthier life and help the planet

become a cleaner place to live in! As a

dog owner, dog trainer, and cat trainer, I

am able to develop products that make

pet owners and their pet's lives easier.

By learning the behaviors of our pets,

we develop products that are made to

benefit your pets health.

Connect with Kathy:

kathyt@petique.com | www.petique.com | petiquepets | PetiquePets | 909-456-5805


30

Grassroot Changes

in the Pet Care Services Industry

By Carmen Rustenbeck

In March of 2020, the International Boarding & Pet

Services Association (IBPSA) celebrates 10 years of serving

the pet care services industry. As the founder of IBPSA, I

was inspired to create this trade association after witnessing

the passion and dedication of industry leaders and by the

type of pride I see demonstrated today by WIPIN members

in offering quality products and services to the pet owner

community. Through our professional communities we

elevate and learn from each other to better serve those pet

owners.

Over the last 10 years, IBPSA has not only built education

and standards for the pet care services industry but has actively

advocated for the industry as well. It is in the advocating part

of the work, educating legislators, the media, and the public

at large, that I have learned the most about this industry. The

following are the top three things I’ve learned, and that I think

you should know, so that together, from the ground up, we

can make positive changes in pet care.

Language matters. When I started in this industry 13 years

ago the term was “pet owners.” Today, it’s “pet parents” or,

perhaps, “pet guardians.” What does this evolving language

mean about the future of pets, their humans, and those who

care for them both? I submit that the humanization of pets

has changed what is expected from pet care providers.

Even though pets are increasingly considered furry children,

the law still treats pets as merely property. Because, in the

eyes of the law, a pet may have no value greater than, say, a

piece of furniture it’s not surprising that the pet care services

industry is mostly unregulated. IBPSA receives countless calls

from pet owners whose pets have gotten sick or died in the

care of a pet care provider—they are looking for justice from

regulation that does not exist. While the law has not evolved,

expectations from pet parents have and, because language

matters, we can use it to help frame those expectations to

keep their pets safer. More on that later.

There is not a consensus on regulation for non-veterinarian

pet care in the United States. Your state may have no

regulation but Colorado, for example, has regulation for pet

care services providers who own facilities. California, by way

of another example, has spotty regulation based in different

cities. In a recent move by the state of California a law was

passed that would require standards for pet care providers in

a facility, but that law is untested and may only kick in if a

facility has a negative reported incident. In both Colorado and

California, Rover.com is exempt from any regulation that is in

place. Why? As a marketing platform, Rover uses independent

contractors to provide the work.

For more than 60 years, this industry has been able to stay

away from virtually any regulation to protect pets or pet care

providers. When pets were considered more as property the

law was pretty straightforward but, with pets today increasingly

considered family members, the old laws (or lack thereof) do

not seem to fit. Historically, pet care services providers prided

themselves in being able to self-regulate but as more people

enter this now financially enticing multibillion dollar industry

with little more than “I love animals” experience, and with the

number of pet injury or death incidents happening with pet

care found on marketing platforms, self-regulation is failing.

The conversation needs to change from legislation to

education and certification. Because self-regulation is failing,

it’s fair to assess that regulation is coming. But, because

language matters, instead of discussing regulation what if

we discussed finding qualified pet care providers? Qualified

pet care providers are individuals who have trained for

their position through on the job training, participated in

educational courses, and continue to educate themselves

through certification.

Pet owners widely believe that regulation that protects

their pets is in place but, simply put, it isn’t. Pet owners must

do their own research when hiring pet care. When I speak

to pet owners, I encourage them to interview the potential


31

INTRO PAGES

pet care provider. Pet owners should expect their pets to

be safe, not thanks to regulation, but thanks to educated,

certified, knowledgeable pet care providers. Simple, upfront

questions will let pet owners know the level of education

and certification a potential provider has. Here are just some

questions to ask:

• Are you trained in pet CPR and first aid? If so, is your

certification current and can I see your certificate?

• What other certifications do you and/or your your pet

care facility have? For example, certified dog walker, pet

sitter, dog trainer, groomer, or certified vet tech? Can you

show me those certifications?

• If the facility provides doggie daycare, what training has

the staff received?

• Do you have an emergency evacuation plan in place? If so,

how often do you and/or your staff train for emergencies?

• If my pet is sick or injured while in your care what is the

protocol and is that protocol in writing?

• Can I have a pet care facility tour?

For more questions, including a free downloadable PDF,

visit https://www.ibpsa.com/for-consumers.

Help pet owners by sharing with them how to ask the

right questions. Help them expect more from their pet

care, not from regulation, but from education. As WIPIN

members, from the ground up, we can advocate together

for this industry and for pet owners. Let’s use the language of

education and certification instead of regulation to help pet

parents make safer choices for their furry children.


32


33

Your Pet Deserves the

Safest Pet Food Possible

We work with veterinarian

DR. KAREN BECKER

to formulate whole food recipes with limited ingredients.

Human-Grade

Limited Ingredients

Lab Safety Batch Tested

Whole Food Diet

Traceable Ingredients

No Preservatives or Fillers

RaisedRightPets.com

844-777-3871


34

ACTIVE PLAY EVERYDAY

Canine Conditioning Equipment

FitPAWS® Experts in Canine Fitness

Promoting Pawsitively

Healthy Choices

Call for more info at

970-535-9090

www.FitPAWSusa.com

For information on programs and product distribution,

please email Gina Dial – ginad@johnpaulpet.com

Since joining John Paul Pet over 11 years ago, Gina has

infused the company with her compassion, care and drive

to not only help animals in distress but to help other

organizations that share common goals strengthen and

grow. Never losing sight of the potential for John Paul Pet to

have an impact on the lives of pets and pet owners, Gina has

never wavered from her commitment to making it happen

and with her creative guidance, every step of corporate

planning has been designed with programs that give

valuable and substantial support to the pet community.

Leading John Paul Pet and its partners, Gina organizes

tragedy response efforts (OK tornados, TX plant explosion),

shelter relief and increasing adoption rates (Pet Club,

OMPA, AAS). She has helped expand John Paul Pet from a

market/industry niche (Professional Beauty industry) and

leveraged that to create an open retail line without barriers

(VET, PET, Grooming, Equine, Independent, Retail)

and borders.

Charged with overseeing product line expansions, Gina has

developed programs engaging with Natural, Grocery and

Veterinarian markets. She built the relationships and worked

with major retailers like Target, CVS, Walgreens, AAFES,

Petsmart and Petco all by creating appealing marketing

programs that always at their core help the pet community

in substantial and novel ways. She's created compelling

marketing programs for every industry that always begin

with the question, ‘what are consumers looking for?'

Our company was founded on the belief that the pet industry can do more to offer environmentally friendly options to

our consumers. Pure Earth Pets was designed as a way to connect the everyday pet parent with toys and treats that

have the environment and their pet in mind. Founder, Leanne Baum and her husband were on a mission to discover

eco-friendly and natural alternatives for their dog, Dover. Partnering with existing companies that offer natural and

environmentally conscience alternatives, Pure Earth Pets is a subscription box service that delivers these items to

the pet parents door each month.

35

36

eco-beneficial

37

Hello, my name is Maruchy Perez and I am a trainer in

the Miami area. I started training professionally over 10

years ago at a big box retail store. While I was there, I

learned from some of their best trainers who helped

develop my teaching skills. These instructors taught me

Hello,

the fundamentals

my name is

from

Maruchy

teaching

Perez

a small

and I am

dog

a

to

trainer

lie down

in

the

as well

Miami

as

area.

understanding

I started training

the looks

professionally

and body language.

over 10

years

Since

ago

then

at

I have

a big

moved

box retail

on

store.

to expand

While

my

I was

training

there,

skills

I

learned

and knowledge.

from some of their best trainers who helped

develop my teaching skills. These instructors taught me

the

A couple

fundamentals

of years

from

ago I

teaching

took a course

a small

on

dog

diabetic

to lie down

as

alert/medical

well as understanding

alert training.

the

This

looks

is where

and body

I would

language.

like to

Since

continue

then

and

I have

expand

moved

my training

on to expand

skills.

my

My

training

dog Nala

skills

is a

and

diabetic

knowledge.

alert dog which I trained for someone else and

because of circumstances beyond my control ended up

A

becoming

couple of

my

years

dog.

ago I took a course on diabetic

alert/medical alert training. This is where I would like to

continue

I always tell

and

my

expand

clients,

my

training

training

is

skills.

for life!

My dog Nala is a

diabetic alert dog which I trained for someone else and

because www.doggiedaysmiami.com

of circumstances beyond my control ended up

becoming maruchy@doggiedaysmiami.com

my dog.

I 305-389-6067

always tell my clients, training is for life!

Dog Trainer

Vet Assistant

Aquarist

Over 25,000

Graduates

Pet Industry

Certifications

Animal Behavior College offers certifications in the pet

industry to help you get started or advance your dream

career and pursue your passion of helping animals.

Pet Groomer

Cat Trainer

Our flexible programs work around your busy schedule!

Mention WIPIN2019 for 10% off Tuition!

Some Restrictions May Apply*

Call (800) 795-3294 or visit www.animalbehaviorcollege.com for more information

38

Introducing a Non-invasive

Hair Analysis Test for

Food & Environmental Intolerances

Does Your Pet Have Any of These

Common Symptoms?

• Breathing difficulties

• Constant scratching, licking or rubbing

• Digestive Issues

• Hair loss or hot spots

• Joint pain

• Paw biting

• Restlessness

• Other unexplained behavior

5Strands® Affordable Pet Testing can

help you find answers and provide relief!

• Simple

• Affordable

• Only requires 10-15 strands of hair

Testing over 300 items!

All the major proteins, most grains, fruits, vegetables,

food additives, fabrics, pollen, grasses, trees and more!

Complete list available on website.

Contact Us

www.affordablepettest.com

info@affordableallergytest.com

833.600.8378

How It Works

• Purchase collection kit

• Send hair sample & form

• Receive a detailed report within 5-7 days

@AffordableTest

Affordable Testing

@AffordTest

5Strands

5Strands® Affordable Pet Testing is seeking to partner with pet service providers to distribute this

unique screening tool and guide consumers in the dietary, environmental or other lifestyle changes

needed to improve their pet’s health. We look forward to connecting with you regarding our

wholesale pricing and affiliate programs.


39

SERVICES

LISA BLAUROCK AFFORDABLE ALLERGY TEST

A Mom on a mission can be a very powerful thing.

That’s the Legacy of Lisa Blaurock-founder of 5Strands

Affordable Testing. Struggling with weight and

digestive issues most of her life, she spent thousands

of dollars in testing and surgeries. Still desperate for

answers on why she was not getting better, she took a

food intolerance test costing $850.00 and found out

that she was intolerant to many of the foods she was

consuming in her daily diet.

Several months later, her daughter was having

digestive issues. She knew that she should have her

daughter do the testing, but she did not want to spend

that kind of money again! She searched for alternative

ways to do intolerance testing and found a blood test

for $250.00. Being an at home kit, her daughter was

away at college and cried having to prick her own finger

in her dorm room and collect the blood sample. Lisa

thought there had to be a better and easier way to test

for intolerances. With further research, she found a

lab in Europe that was doing testing with hair! The lab

was willing to partner with her and that is actually how

5Strands Affordable Testing was created.

After about 8 months in business, she found that

customers were asking if they could test their pets.

Being a pet parent to 4 pets, she decided the next

progression of the business was to develop a hair

analysis test for pets.

The 5Strands Affordable Pet Test was brought to

market shortly after. It tests for around 200 food and 100

environmental items. It is a simple at home test that utilizes

your pets hair. It is painless, hassle-free, and affordable. There

is no vet referral needed. It is priced at $144.00.

The test provides a comprehensive list of the items that your

pet registered an intolerance to. This report can then be utilized

to put together the appropriate nutrition plan. It takes the

guesswork out of a traditional elimination program and saves

the pet parent time and money.

Connect with Lisa:

lisa@affordableallergytest.com | www.affordablepettest.com | affordtest | affordabletest | 833-600-8378


40

Day Care • Training • Classes • Boarding

Dog Yoga • Apprentice Program

Training occurs every day.

With us they don’t even know

they are learning new skills!

My Little Dog Training Academy & Daycare

3640 S Santiam Hwy Lebanon, OR 97355

Office: 541-258-5992 | Cell: 541-974-0327

mylittledogtrainingbiz@yahoo.com

www.mldtb.com | www.k9erb.biz


41

SERVICES

SUZANNE BREAN MY LITTLE DOG TRAINING BIZ


Leadership is embodied by

continually moving forward towards

achieving goals. Leaders are excited

about what they are doing and that

excitement ignites excitement in

others. Leaders should always inspire

those around them to be their best.



I am a problem solver. I continually

see issues and come up with solutions.

I have been able to bring two of

my solutions to life. My "Canine

Emergency Response Button" and my

Training, Daycare and Boarding facility.

My next project will be to start an

accredited dog training school.

Are you a dog or a cat person? And

how do you think this helps you in

business?

I love both my cats and dogs. I

communicate with both of them. Dogs

however are easier to talk to because

they are more straight forward and

have a simpler way of thinking.


about what you do?

People think our job is easy because

we get to play with dogs all day. What

they don't understand is that there is far

more to it than that. We deal with a lot

of paperwork and are adept at reading

"dog body language". We have to make

sure the dogs all get along and we have

to keep fights from breaking out. We

want the clients and staff happy! So

We also continually come up with new

and innovative ideas so the dogs do

not get bored with coming to daycare

and class. All this assures happy and

repeat customers and happy pets!

Who is your favorite business expert?

I really like Ian Dunbar for his candor.



I love the fact that people are

learning about CBD and the use of it

for their pets. I am going to be offering

classes to help educate pet parents on

CBD in the future.

What is your leadership improvement

plan?

My plan is to continue to attend

seminars, both in person and online.

It is important to continue to learn and

stay on top of technology.


teammate?

I look for individuals who actively

want to learn and expand their

knowledge. The best team members

are those who are willing to truly

participate and are self directed to

better themselves and our business.


My first Service Dog directed me to

this path. I never would have started

"Dogs for Invisible Disabilities," "My

Little Dog Training Business" or

"My Little Dog Training Academy &

Daycare" without him.


your business? What is your fav

platform, Or do you have one?

We rely on social media to spread the

word. Facebook is the only platform

that I am familiar with.

There are other platforms out there

but until someone younger and more

knowledgeable comes on board to

consistently update new sites then we

are stuck with me and Facebook!

Connect with Suzanne:

mylittledogtrainingbiz@yahoo.com | www.mylittledogtrainingbiz.com | dogtrainingbiz | 541-974-0327


42

Have you really come this far

only to come this far?

Trinity Tower Consulting, LLC partners with small

business owners as their trusted advisor to help

them identify opportunities, disrupt unsuccessful

practices and develop plans for change that take

their business from mediocre to marvelous.

• New Business Consulting and Site Analysis

• Business Sale Consulting and Evaluation

• Management Consulting and Coaching

• Leadership and Support Staff Workshops

• Summit Workshops in Your City

• Private Coaching Sessions

• Business Plan Development

• Feasibility Analysis

Contact Jessica Finnegan now and see how she

can begin pushing your business into an exemplary

level of success you never thought possible.

(240) 678-6157

TrinityTowerConsulting.com


43

SERVICES

JESSICA FINNEGAN TRINITY TOWER CONSULTING


Leadership is a fluid living culture of support,

collaboration, inspiring, coaching and teaching. The

essence of true leadership requires more listening than

speaking. It is personalized to the audience in front

of you as each of us learn and receive information

differently. Leadership is designed to create legacy for

the team. Being open, willing and mutually inspired by

the talented people around you.


industry?

My diverse background in several industries, sizes,

profit/nonprofit etc. provides me with a level of

empathy for the implant owner. My direct experience in

this industry for well over a decade makes me relevant

and an expert in building a pet hospitality business

from the key turn to 5m+. It is my mission to provide

a realistic and practical approach from the new owner

building their business to the seasoned owner looking

for direction on a profitable exit strategy.

What is your greatest accomplishment this year?

I am so excited to have launched my own consulting

company called Trinity Tower Consulting, LLC. I saw

such a need for

consultants in our

unique industry

that are relevant,

talented and great

communicators.

Over the last several

years I had been

approached for help

from new owners to

owners looking for

help preparing for

a sale or transfer.

I came to realize

the importance of

this role and how

impactful this role

was to me. I am a

loyal service servant

that is driven to

teach, guide and

support. The feedback from my clients have been amazing!

What do you wish resort owners knew about what

you do?

I hope as I continue to build my reputation as a business

and team consultant and coach, resort owners will look to me

for guidance and support. Trinity Tower Consulting focuses on

the people and the business. We want to see the heart and

the soul of the business grow. The leading hot topic issue in

our industry is staff and creating the right team. Trinity Tower

Consulting is the expert on that process with proven results.

What do you love most about your business?

Trinity Tower Consulting has provided me a voice and a

platform to share my passion, my message and my offer to

support others grow and succeed. It has created a legacy for

my past, current and future work in this industry and allows me

to shake hands with some of the most amazing people. One of

Trinity Tower Consulting’s promises is to provide support and

guidance to anyone seeking it, regardless of size and situation.

We customize our programs to the business and owners

needs… we don’t expect everyone to fit into our template.

Connect with Jessica:

jfinnegan@trinitytowerconsulting.com | trinitytowerconsulting.com | TrinityTowerConsulting | 240-678-6157


44

Animal Care Trust USA is a 501(c)(3) nonprofit organization dedicated to keeping loved pets in

loving homes. In the event a Pet Parent can no longer provide care to their loved pet because of

disability or death, we make sure your loved pet is protected and safe through proper planning

and lifetime care, supported by a Pet Trust (bring your own, create a custom trust, or join our

Forever Pet Trust TM – the first of its kind!)

Did you know more than 500,000 loved pets die every year because their Pet Parent

didn’t have a plan? Animal Care Trust USA is here to ensure that all loved pets remain in loving

homes. JOIN US TODAY and:

• CHOOSE the Forever Program that is the right fit for you and your pet (Forever Home, Forever

Family or Forever Sanctuary).

• VOLUNTEER and join our Trusted Advisor Network of attorneys,

financial advisors, CPAs, insurance and banking professionals,

and pet professionals.

• PARTNER with us to show your love for pets – available to

both not for profit and for profit organizations.

• DONATE and make a difference for Loved Pets!

PROTECT YOUR PET NOW—CALL TODAY 407-977-1300

CONTACT:

Animal Care Trust USA

407-977-1300

AnimalCareTrustUSA.org

Peggy Hoyt, Founder/CEO

WIPIN 2019 Entrepreneur

Woman of the Year

Jodi Clock, Board Member


45

SERVICES

PEGGY HOYT ANIMAL CARE TRUST USA


For me, leadership means leading by

example. It means always walking your

talk. If you are setting the example and

doing the things that you are asking

your team or your clients to do, they

are more likely to follow suit. I would

never ask someone to do something

that I wasn’t willing to do myself.



I positively impact the pet industry

by being innovative, thinking outside

of the box and always looking for

new ideas to improve the lives of pets

and their people. I feel like I am still

setting the example and working on

the leading edge for both the legal

and pet industries in my passion for

estate planning for pets. Educating

pet parents about the importance of

planning for their pets is a daily focus

for me – both in my legal practice

and as part of Animal Care Trust USA.

Statistically, 500,000 people are

diagnosed with Alzheimer’s each year.

This is the same number of loved pets

that are euthanized because their pet

parent didn’t have a lifetime plan for

the care of their loved pet.

Are you a dog or a cat person? And,


business?

I am both a dog and a cat person,

however, I have seven (7) dogs and only

two (2) cats. I think being a “pet person”

is more important because it tells

people that you care about someone

other than yourself that will never be

able to provide for themselves. Dogs

and cats represent the two sides of my

personality. Dogs are fun loving, loyal

and like to be around lots of people,

enjoying the party. Cats can be more

serious, reflective, and calculating in

their approach to the world. A good

balance of both is what helps me in

business.


about what you do?

I wish pet lovers knew that I would

move heaven and earth to help them

accomplish their goals related to their

pets. This could be an estate planning

goal, a re-homing goal at a time of

disability or death or it could be my

willingness to provide a helping hand

in their day to day relationship with

their pets.



I think the most interesting trend in

the pet business is that “suddenly” every

advertiser in America is making the

family pet the focus of their advertising.

There is an acknowledgement that

pets bring so many wonderful and

interesting aspects to our lives. Plus,

they are just super cute when it comes

to advertising; even better than babies!


My pets (plural) influenced my

business because they showed me I

could combine my profession (law)

with my passion (pets) and still make

a good living and have fun doing it.

They have opened many doors for me

in business, friendships and hobbies.

I have two dogs with me every day at

work. The dogs and the clients love the

experience; even if they say they aren’t

“dog people.”


business?

I love the people. I enjoy meeting

new people every day and learning

about their lives, families and pets. I

love discovering all the similarities and

the differences that we share. I love

learning that the world is a really small

place and that we all share some very

basic and fundamental traits. I love

seeing how the universe conspires to

bring the right people to the right place

at the right time.

Connect with Peggy:

AnimalCareTrustUSA@gmail.com | AnimalCareTrustUSA.org | ACT4Pets | AnimalCareTrustUSA | 407-977-1300


46

ibpsa.com

womeninthepetindustry.com

Naturally Healthy Pets

leftpawpress.com

petfashionprofessionals.com

5strands.com

trinitytowerconsulting.com

kingkanine.com

animalcaretrust.blogspot.com

petique.com

treatibles.com

k9erb.biz

k9emergencyresponsebutton.com

mylittledogtrainingbiz.com

2houndsdesign.com

47

As seen in

Magazine

lickmagazine.net

lickmagazine.com

lickshop.com

®

c-mimi

lordjameson.com

petcarerx.com

jiminys.com

balanceorganically.com

thevetrecruiter.com

americanpetproducts.org

womeninthepetindustry.com

48

Featured speakers

Josh Goldberg

Managing Director

Threadstone

Nicole Massey

Director, Innovation

Strategy and Growth,

The J.M. Smucker

Company

Kellyn Grantham,

Senior Director Corporate

Development

Target

William Broun

VP

Nestle Purina

North America

Paul Allen

CEO

Woof Gang Bakery

Gabby

Slome

CEO

Ollie

December 11, 2019 | Austin, Texas

Connecting Pet Brands with Strategic and Financial Buyers

3 rd

EVENT IN

THE GLOBAL

SERIES

Senior Event Partner:

Event Partners:

12

Best In Show

Finalists

450+

Private 1-on-1

Meetings

150+

Pet Industry

Executives

60+

Showcase

Applications

Determine

your Growth

Strategy

petsandmoneysummiteu.com | events@kisacoresearch.com | +44 (0)20 3696 2920


49

SERVICES

KELLYN GRANTHAM

SENIOR DIRECTOR, CORPORATE DEVELOPMENT, TARGET

Can you tell us a little about the work you’re involved in at

Target and how it relates to the pet space?

I work within Target’s Corporate Development and Enterprise

Partnerships team. We focus on enabling Target’s strategy via

inorganic opportunities – acquisitions, investments, and enterprise

partnerships. Pets is a large and growing category at Target and we

are excited to partner with brands and businesses that can provide

differentiation to our guests.

Why does Target find the pet industry so interesting at the

moment?

For us, Pets is not just interesting at the moment. Target strives

to bring joy to families every day and we believe family includes

pets. To truly bring joy, we need therefore need to bring joy to

every member of the family, not just the humans. Combine that

with delayed child-rearing and the humanization of pets, there are

a lot of different companies across many business models (brands,

services, technologies) that are continuing to evolve how the pet and

petowner are served.

What sorts of companies are you most interested in meeting at

the Pets & Money Summit?

We’re always interested in meeting with companies that are

developing innovative and novel brands and services that meet our

guests’ needs.

Connect with Kellyn:

www.target.com


50

GABBY SLOME

CO-FOUNDER, OLLIE

Can you tell us a little about yourself and your work at Ollie?

I launched Ollie (www.myollie.com) in 2016 out of a need to make and deliver

healthier dog food. I learned this firsthand when my rescue dog, Pancho, started

gaining too much weight and experiencing skin issues on a premium kibble brand. I

decided to investigate what was really in his food and was disturbed to discover it was

full of low-quality ingredients that were oftentimes unfit for human consumption. It

was full of preservatives, artificial ingredients, and mystery meat.

After my veterinarian recommended cooking homemade food for Pancho,

I recognized there was a need for dogs to eat healthier, fresh food that was also

convenient for their parents to feed them...and that’s how the idea of Ollie was born.

Nearly three years after launching Ollie, my focus as Chief Experience Officer

is to deliver the best and healthiest food for our customers. That means working

closely with our operations team to ensure that our physical product is best-inclass,

constantly listening to customer feedback to improve our online and offline

experiences, and focusing on how to help the company continue to grow.

Did you find it challenging disrupting the pet space as a female founder?

In general, it’s challenging to be an entrepreneur and to disrupt an industry. As

a woman, I think that’s certainly compounded when you think about how merely

2.2% of venture capital money has gone to U.S. female-founded startups and that

the pet industry is traditionally male-dominated. So, in a sense, I feel like I’m a

pioneer...not only in business, but also in the industry I started it in.

As a past attendee, what are you most looking forward to about returning to

the Pets & Money Summit?

I look forward to hearing what other industry leaders have learned in the past

year, and how they’ve had to rethink approaches to challenges they’ve faced.

Connect with Gabby:

www.myollie.com


51

SERVICES

NICOLE MASSEY

DIRECTOR OF INNOVATION AND GROWTH STRATEGY, THE J.M. SMUCKER COMPANY

Can you tell us a little about the work you’re involved in at JM

Smucker?

I lead innovation and growth strategy for The J.M. Smucker Company

with a focus on identifying and defining growth spaces for our brands

while leading big bet innovation projects. I also lead an internal

initiative to accelerate growth through strategic external partnerships.

What industry trends are you most interested in at the moment?

I’m interested in how the natural and functional spaces are evolving

to meet mainstream consumer expectations.

For example, today pets are truly part of the family and all pet parents

want what’s best for their pet without sacrificing taste, convenience and

affordability. We have delivered new pet food and pet snacks across

brands in the past year that meet these needs. In addition to product

innovation, there are also important advances in how consumers are

shopping the channel. Ecommerce is especially relevant to the pet

food and pet snacks category given the popularity of subscription

and home delivery models. This creates a great opportunity but also

a need for businesses to evolve to meet consumer desire for ultimate

convenience.

What would you want to see from a disruptive innovator who

attends the Pets & Money Summit?

As a Company we are focused on delivering against three key

dimensions, and I look for the same vision in partners:

• Establishing a clear understanding of the core target consumer

and how to most effectively engage them

• Delivering a differentiated product proposition

• Developing and executing a thoughtful go-to-market strategy and

business model that supports long-term growth

Connect with Nicole:

www.jmsmucker.com


52

www.drjudymorgan.com

www.Facebook.com/JudyMorganDVM

2018 Woman of the Year

2018 Advocate of the Year

2019 Pet Age Woman of Influence

2019 IAOTP Veterinarian of the Year

Shop drjudymorgan.com

for all your natural

pet health needs!

20% off your next purchase

with coupon code WIPIN2019

Signature New Zealand

Deer Antler Wellness Products

Vibrant Living for Your Pet!


53

SERVICES

JUDY MORGAN NATURALLY HEALTHY PETS

What does leadership mean

to you?

Being a leader means being

able to communicate my

vision and my passion to other

people on my team, instilling a

desire to achieve that passion,

and providing the training and

opportunity for people on

the team to move forward. It

means allowing people the

freedom to make decisions,

take responsibility for their

actions, and supporting them

in their decisions.

How do you feel you

positively impact the pet

industry?

I am challenging my peers

to be the best they can be;

I am teaming with them to

find the best treatments,

diets, and preventive health

measures for improved pet

health and longevity. I reach

out to newcomers in the

pet space to offer guidance

wherever I can and have been asked to speak at many

events to help small businesses survive in an e-commerce

world. As WIPIN Woman of the Year I have enjoyed working

with other women that are also working hard within the pet

space to accomplish great achievements.

What do you wish pet lovers knew about what you do?

I wish they knew how much work goes into what I do,

but also how much I love it! This is not a 9 to 5 job. I am

passionate about helping pets live longer healthier lives

every moment of every day!

Who is your favorite business

expert?

Jack Canfield. He is the epitome

of persistence and perseverance.

He’s passionate about his work.

He really cares about other people

and helping them improve their

lives.

How did a pet influence your

business?

My daughter adopted our first

rescue Cavalier King Charles

Spaniel. Dalilah was a typical

frightened puppy mill dog that

came out of her shell to become

one of the most remarkable dogs

we have ever owned. She spurred

me to get involved in rescue work,

to learn everything health-related

with Cavaliers, write my first book,

and become known as a “Cavalier

expert”. Watching her health

improve as we incorporated better

food and holistic medicine proved

I was on the right path to helping

my patients worldwide.

How important is social media to your business? What

is your fav platform, or do you have one?

VERY important. Facebook has been my main platform

because I adore FaceBook live. My show, Breakfast With

Spaniels, is very popular. It’s educational while being

personal and entertaining. I love my supporters group on

FaceBook, which is a smaller group with a paid subscription

model. We are planning a get-together this winter in Miami

so everyone can meet in person!

Connect with Judy:

judy@drjudymorgan.com | www.drjudymorgan.com | integratedpets | JudyMorganDVM | 609-202-0999


54

Whether you need to hire one person

or a team of people, no one can help

you achieve your goals faster and more

effectively than The VET Recruiter ®.

Specializing in

Search and

Recruitment:

Animal Health

Animal Science

Animal Nutrition

Veterinary

Pet Products

Pet Specialty

Including:

Direct Hire Placements

Contract Staffing

www.thevetrecruiter.com

Contact us at: stacy@thevetrecruiter.com

or call 918-298-7025 or 800-436-0490


55

SERVICES

STACY PURSELL THE VET RECRUITER


industry?

I positively impact the pet industry by helping to build

companies by helping them hire the best talent for their

critical positions and helping individuals find better career

opportunities that increase their quality of life.

What is your greatest accomplishment this year?

We have had zero turnover on my team in the office

this year and I’m proud of that. We are in the process of

doubling the size of our team.

Are you a dog or a cat person? And how do you think

that helps you in business?

I like both cats and dogs and have had both but I’m more

of a cat person. I have always loved animals. It helps me

in business because I work in the Animal Health Industry,

Vet and Pet Industry and I’m passionate about the industry.

When you enjoy what you do it helps your business.

What do you wish pet lovers knew about what you do?

I help the companies that create products and services

for your pet hire the best people so they can continue to

offer products and services to help your pet enjoy the best

life possible.

What do you think is the most interesting trend in the

pet business?

Right now how the Pet and Vet Industries are merging

in the eyes of the consumer. I heard that recently at the

Animal Health E-Commerce Summit.


When I was in high school I rescued a cat at a football

game that these kids were beating with a bandana. I took

the cat home and told my mother we would find a home

for the cat. We adopted the cat and became the cat's

family and I think about that every day. It influences my

business because I have such a heart for animals and I

have a passion about working in an industry that makes

the lives of animals better.

How important is social media to your business?

What is your fav platform, or do you have one?

I use social media in my business everyday. LinkedIn is

my favorite platform.

Connect with Stacy:

stacy@thevetrecruiter.com | www.thevetrecruiter.com | TheVetRecruiter | theVETRecruiter | 918-488-3901


56


57

SERVICES

CARMEN RUSTENBECK IBPSA


Leadership for me encompasses:

listening to IBPSA’s members, finding

pain points and working solutions with

our members, setting a path for the

future of the organization, advocating

for the industry, and celebrating every

success with our members.



As the CEO for an association in

the pet care services industry, IBPSA

is always advocating for the industry

and working with membership to set

standards. In an industry that is mostly

unregulated, association work becomes

more important as the industry tries to

self-regulate.

What is your greatest accomplishment

this year?

This year my team was able to bring

on a partner to help with employee

education and we had another sold out

conference and trade show.

What do you think is the most

interesting business trend in the pet

business?

How technology is being used both

on the business side and the consumer

side. In boarding facilities,

technology allows the

pet owner to interact

with their pet even when

they may be on the

other side of the world.

Consumer technology

helps locate pets thanks

to collars with tracking

systems. These are just

two examples but a

search on the internet

could keep you reading

all day long!

What do you love most

about your business?

The impact IBPSA

has on business owners

worldwide. Part of

our mission is to help

business owners be

successful throughout

the life cycle of their

business. The interaction

with our members,

watching them grow and

succeed, is very fulfilling.

What do you look for

most in a teammate?

Integrity and a sense of purpose.

Understanding IBPSA’s culture and

mission is paramount to being on the

IBPSA team.

What do you wish that pet lovers

knew about you?

No matter how much I think I know

about my pet, I find that each day is

a learning experience. I would love to

speak directly to pet lovers about what

things they are learning about the pets

in their lives.

How important in social media to


platform or do you have one?

Social media is very important as

it relates to IBPSA’s members and

groups of business owners within the

membership. IBPSA has several private

Facebook pages that allow members

to interact with others. We have found

this interaction to be very valuable

as IBPSA looks to find ways to meet

member needs.

Connect with Carmen:

carmen@ibpsa.com | www.ibpsa.com | PetCareServices | PetCareServices | 719-432-9649


58

A Power Phrase

3 words to project calm and

give yourself time to think

Written by

As

a leader, what is your reaction to upsets,

incidents, challenges and changes?

I like to think I keep a cool head and an open mind, and

hopefully I do. Recently when I was working with a client

I noticed something that she was doing that I find most

effective.

As seen in

+

My client, when confronted with something new,

an issue, or even a correction, will pause for a moment,

then comment,

“Isn’t that interesting…”

as she allows her mind to work.

Rather than reacting emotionally, she looks at

everything as if it’s a puzzle, or something to figure out,

dissect and alter.

This does several things.

SEE

LATEST

ISSUE!

Nov-Dec 2019

First, it shifts the energy from shock, dismay or negativity,

to one of curiosity and inquiry. The mere idea that anything

new is “interesting” makes it so.

Many people react with “That’s terrible!” or “Oh no!” or

disbelief. This reaction, though common, puts the energy in

a downward spiral. It becomes something to fix rather than

something to learn from.

When you say to yourself or out loud, “Isn’t that

interesting…” You look at it differently, and you feel

differently about it. The best part is you begin to explore

ways to work through things or seek the lessons in what

has happened.

Secondly, making everything that is said or done,

“interesting” shifts anyone else involved away from fear, or

blame into calm and curiosity.

If in another’s mind they can think,


59

Okay, not angry, not upset, just interested…”

think how much easier it will be to work things through.

You can also use “Interesting” to pave the way for new

creative thinking.

Phrases that help creativity:

• What’s interesting about this is…

• The interesting thing it seems is…

• What do you think is interesting about this…?

When you find life, people, pets, ANYthing interesting,

you’ll find your life more interesting, and you will create

more creative and yes, interesting solutions.

As a leader using this phrase, “Isn’t that interesting…” will

give you an advantage by allowing others to relax, give you

time to think, and help you find creative solutions.

Isn’t that interesting? I thought you would. Use it well!

You can

also use

“Interesting”

to pave the

way for new

creative

thinking.

This article originally appeared in PETS+.

+

Email her at

Shawna@WomenInThePetIndustry.com

www.WomenInThePetIndustry.com

www.PetsPlusMag.com


60

Private Service Dog

Training NowOffered

Training builds

the bond....

Good Manners Training

ForDogs and Their People

www.bpwsitv.com

703-409-1926



61

62

Do you need great

copy for your pet

business?

I can help.

Specializing

in copy that is

conversational,

honest,

and responsive.

Professional Services

• Web Content Copywring

• SEO Cerfied Copywring

• Content Markeng

• Social Media Markeng

• Arcles/Blog Posts

• Newsleers/Brochures

• Design Collaboraon

• Research

• B2B, B2C

Cheryl Olmstead

254-258-9736

cherylolmstead.com

63

TRAIN YOUR DOG TO

REACH NEW HEIGHTS

PROFESSIONAL PET TRAINING PRODUCTS

MADE FOR EVERY-DAY DOG TRAINING.

Whether you are training for competition, or just looking

to tackle a problem behavior, Blue-9’s solution-based

pet products and training tools will help you and your

pup succeed. A leader in dog training accessories for

canines and their owners — Blue-9 strives to make life

easier by developing great products for training and

delivering a better connection between pet owners and

their beloved four-legged friends.

VISIT BLUE-9.COM to browse products,

get training tips and more.

FOLLOW BLUE-9 ON:

/Blue9Pet

/Blue9PetProducts

Blue9PetProducts

64

Horse Sense

Riding School

Helping People, Helping Horses

Portland's busiest beginner

riding program is

NOW OPEN

on the

West side!

•

•

•

Boarding Available

Flexible online scheduling

Lessons for youth and adults

Use discount code GASTON to

get 50% off your first lesson at

horsesensewest.appointy.com

971-377-9503 | 24241 Hwy 47 | Gaston, OR

horsesenseridingschool.net


HorseSense_1-9V_ROP_181808.indd 1

10/25/2019 11:14:45 AM


65

66

Who is your

superhero ?

www.lickmagazine.net

Barbara@lickmagazine.com

917-940-5100


67

BARBARA ZAWLOCKI LICK MAGAZINE

MEDIA & ASSOCIATIONS

Connect with Barbara:

barbara@lickmagazine.com | www.lickmagazine.net | Lick-Magazine-590849834304483 | 917-940-5100


68



69

WHHO W)LL SHHE BE?

"Pet Industry Woman of the Year"

What if it's you?

2020 Nominations Open this Spring!

B‹®oµ– to W)O)>?

(1) Build skills; (2) Gain connections;

W›è

(3) Impress your clients

Easy to join: https://WomenInThePetIndustry.com/join/

WIPIN_WinterBook_2019_MagCloud

You also want an ePaper? Increase the reach of your titles

Delete template?

Save as template?