Business Odyssey

Real Business Stories of Growth, Struggles, Resilience & Success around Denver Metro, Colorado

Part 1: A Pet Store with Family Values and Animal Welfare at Heart

Written by YeeLing Lee | Operational Efficiency Specialist & Founder of BNP

Key Takeaways

• Balancing work and family is possible when your business is  tailored to your family’s needs.
• Achieve retail success through expertise, customer-centric practices, and high product standards.
• Create an appealing in-store experience to foster customer loyalty.
• Embrace change and continuously assess your business to avoid complacency. Stay fresh, remain relevant.

This is a Full Article. Read Abridged Version.

For more on the Gannons’ journey into franchising and how they have balanced business ownership with family life, be sure to read the second part of this article. Read Part 2: Gannon’s Franchise Business Journey.

Join us on an inspiring journey through the life of Aidan and Jennifer Gannon, a dynamic husband and wife team whose entrepreneurial ventures have been driven by their commitment to family. Discover how they’ve skillfully balanced the demands of the business world with their dedication to providing their children with a supportive and loving environment.

Transitioning from Food Service to a Lifestyle of Freedom

Aidan and Jennifer’s shared goal was to build a business that would not engulf them to the point of missing out on the joy of watching their children grow up. This determination led them to step away from traditional food service roles, recognizing that these professions would not afford them the flexibility they craved.

From Home-Based Grooming to Expansive Retail Dreams

In 2004, Aidan and Jennifer commenced their entrepreneurial journey with a home-based grooming business. Over time, they expanded their services to include pet sitting. As their children grew and their business flourished, they transitioned to a commercial setting, offering both retail and pet grooming services.

In this phase, they realized that grooming, retail, and pet sitting were distinct businesses, each with its unique demands. Motivated by their desire to expand their family while ensuring one parent could be fully present at home, they decided to focus solely on the retail side of their business. This led to the sale of their existing business and the creation of PetzLove, a retail-only venture.

Why Retail-Only Triumphs

Their dedication to a retail-only model led to remarkable success, with revenues often tripling those of hybrid pet stores. Their triumphant journey can be attributed to several key factors:

• Extensive Product Know-How and Smart Selection: Their deep knowledge of products and careful selection.
• Customer-Focused Information: Offering customers factual, helpful information to make informed decisions.
• Retail Specialization: Putting the main focus on retail to allow employees to excel in product knowledge.
• Stringent Product Criteria: Applying rigorous standards in product selection to guarantee quality.

Moreover, in the current setting, Jennifer, a master groomer, now satisfies her “puppy fix,” a term coined by Aidan, by grooming on her own terms. She operates from an independent station, free from the pressures of a business heavily dependent on her services, hence giving her more time to care for the family.

Achieving a Delicate Balance

Committed to self-employment and a harmonious work-life balance, the Gannons have skillfully adjusted their business model to cater to their evolving family requirements while remaining dedicated to ensuring their customers’ satisfaction. Their meticulously designed business model places a strong emphasis on:

• Retail-only operations
• Product quality over profit margins
• Targeted demographic engagement
• Providing nutritional education
• Trustworthy product selection

Reviving Brick-and-Mortar Retail

Aidan maintains that brick-and-mortar retail is not a thing of the past. He believes that many businesses failed because they did not adapt to the online market and overwhelmed customers with in-store choices, often provided by untrained staff. Therefore, the Gannons are dedicated to revitalizing traditional customer service with vibrant in-store experiences.

This is a Full Article. Read Abridged Version.

Inspiring In-Store Visits: Strategy to Keep Customers Coming Back

To make their retail store inviting and appealing, the PetzLove team consistently refreshes displays according to seasons, festivities, and new product lines. Their goal is to offer a shopping experience that customers eagerly anticipate, one that includes exploring new items and enjoying personalized service.

Optimizing Inventory Management Through Customer Bonds

At PetzLove, the team’s commitment to personalized service has nurtured strong customer relationships. They pay close attention to what customers like, which helps them keep the right amount of products in stock. By combining personal care with data analysis, they effectively manage their inventory.

Delivering Convenience: The Success Story During Covid

The Gannons took a year to research and fine-tune their delivery system. They made significant investments in live inventory management, online ordering, and delivery. They perfected and implemented this system just in time for the Covid pandemic, and it proved to be invaluable. Their strong online presence ensured easy access to curbside pickup and delivery services, which kept customers loyal even during challenging times.

Secrets of a Successful Delivery Model

Aidan highlights the significance of wholehearted commitment when diving into the world of delivery. He stresses the need for strong marketing efforts targeted at the specific geographical area you’re aiming to serve. Additionally, having a dedicated delivery vehicle and adorning it with your company’s branding is essential. Once you have done your research and committed to venture into delivery, you can not afford half-measures or tentative approaches. Full commitment is essential.

He has gone the extra mile by appointing a dedicated team member to handle deliveries and personally reaching out to customers to ensure their needs are met.

Continuous Improvement and Avoiding Complacency

Aidan strongly advises against complacency, whether things are going well or not, especially in a retail setting. He emphasizes the importance of not letting the store become stale and tired. In his view, maintaining a fresh store, regularly assessing inventory, and staying attuned to customers’ preferences and demands are vital.

Management and Employee Development

Aidan’s management philosophy revolves around recruiting individuals with the right attitude and a willingness to learn, those whom he envisions as having the potential to grow alongside the company.

He acknowledges that his earlier stringent and rigid management style brought on from his time in the food industry cost him a few valuable employees and wishes he could have been a better boss earlier on, emphasizing the importance of allowing employees to learn from their mistakes. Through experience, he has come to appreciate that a more compassionate approach is a better fit for the retail sector.

Taking Care of Employees

The Gannons prioritize employee well-being, conducting regular assessments to determine what they can offer to retain loyalty and provide competitive compensation. They see their employees as valuable partners in their success, emphasizing the importance of employee mental and physical health. In their business, stable staff fosters lasting customer connections, vital for personalized service.

This is a Full Article. Read Abridged Version.

Effective Marketing and Customer Service: The Power of Word-of-Mouth

The Gannons have honed their marketing and customer service approaches, placing a strong emphasis on recruiting individuals with the right personality traits to cater to their clientele. This strategy has helped them build a favorable reputation primarily through word-of-mouth marketing. Additionally, their commitment to customized services and educating customers about pet nutrition and well-being plays a crucial role in fostering customer loyalty.

Reflecting on the Journey: Lessons Learned and Core Values

As Aidan looks back on his entrepreneurial journey, he wishes he had acquired more knowledge about managing finances and running a business at an earlier stage.

He also emphasizes the importance of never losing sight of the initial reasons for starting the business and maintaining the high standards envisioned from the beginning.

A Harmonious Partnership: Love, Respect, and Business

The Gannons’ harmonious relationship is built on love, respect, open communication, and a shared understanding of the importance of family. They prioritize their children’s well-being and make business decisions accordingly.

Their deep understanding of each other’s strengths and weaknesses allows them to rely on the person most knowledgeable in a particular area. If they cannot reach a unanimous agreement on something, their approach is to set it aside until consensus is reached. If an agreement remains elusive, it is a sign that the idea may not be the right fit.

Conclusion: A Tale of Family-Centric Entrepreneurship

The journey of Aidan and Jennifer Gannon serves as a poignant reminder that success in business and family life can be intertwined. Their story offers valuable insights into creating a flexible business model that supports family values while achieving entrepreneurial success.

This is a Full Article. Read Abridged Version.

For more on the Gannons’ journey into franchising and how they have balanced business ownership with family life, be sure to read the second part of this article. Read Part 2: Gannon’s Franchise Business Journey.

Acknowledgement

Aidan Gannon

www.petzlovefood.com