Culture of Denver Dog Works: Development
By Robert Forto, PhD
This is the third installment in a series on the Culture of Denver Dog Works. I am only only doing this to give our readers an idea of what we are about at Denver Dog Works but also as an exercise for us here at the training center to make sure we are all on the same page and delivering exceptional customer service and training a client's dog to be one of the best trained dogs in the world.
The 10 Elements of Culture as defined by Denver Dog Works are:
Integrity
Professionalism
Development
Service Availability and Belief
Character
Self Development
A Event Culture
Structured Activity
Leadership
Fun
Development at Denver Dog Works and our Culture:
"Twenty years from now you will be more disappointed by the things that you didn't do than by the ones you did do. So throw off the bowlines. Sail away from the safe harbor. Catch the trade winds in your sails. Explore, Dream, Discover." - Mark Twain
We are on the cutting edge of the dog training world at Denver Dog Works. Everything that we do, whether it be new technology, development of individualized training plans, our customer service team, and our attention to detail, all says our tag-line loud and clear: We Have the Best and Train the Rest.
Sure many companies proport to be the best in their industry. I am sure many of them have won awards from their peers and comrades in their respective businesses, but do you really know what it means to be the best? In my humble opinion it means that you take a moment each day to look at what you are doing right and more importantly what you are doing wrong and you tweak your system to address your challenges.
Sure, this media-biased economic downturn has hurt us all small business owners but we have held steadfast to our belief that we are the best and we continue to evolve every day. We took advantage of the downturn in the economy and the abundance of extra hours in our work weeks and got as much training as we possibly could. We attended a great program that changed the way we do business forever by working with David Sandusky and his Your Brand Plan, I attended training to become a neuro-linguistics practitioner and what a difference that has made in being able to work with my clients and help them be the best they can be and reach their full potential. We hold weekly sales meetings and innovative presentations on how we can work together as a team and work together to be the best.
As I said, the opportunity to take David’s Your Brand Plan program has changed the face of Denver Dog Works. The first way this happened is we found David and hired him as a professional facilitator and allowed him to make the tough decisions that build upon the perceived strengths and weaknesses of our leadership team. This team, mainly me, had trouble seeing the forest for the trees and the work with David allowed me to take a look at it from a different perspective. After doing that, he then helped contain a message that we transmitted and transferred down the rank and file of all that are involved in our business. This has taken us from a mediocre canine training school to one that is sought out all over the world based on the way that we conduct our daily business affairs.
In our course development we truly are cutting edge. I will admit that I have always been a bit of a technology geek and I had a cell-phone when it cost three dollars a minute and I was the first on my block on the Internet in the early 1980’s studying the Dow Jones wires and amassing a $700.00 phone bill that got me in hot water with my parents. In the coming months we are re-working our canine career training course and implementing the new iPad technology to support it. We will be including an iPad in every new student’s package and our course will be fully interactive with video, lecture, webinars, video chat, exams and business development tools. Sure you can do this the old way by writing it all down on paper, but who has time for that? A person told me a long time ago, in order to be a good dog trainer you need to train a lot of dogs. True, but if you don’t have something innovative to offer then you will just be another dog trainer and they are a dime a dozen. It is funny because the person who told me that proports he is an “old school” style trainer and the same three clients and their dogs are still on the trainers homepage as “success stories.”
Some other key areas that we strive to continue to develop and stay abreast of are:
Financial literacy. At Denver Dog Works we must understand budgets, cash flow, bookkeeping and working with other business partners and vendors is a must for any entrepreneur.
We continue to work on our leadership. We recognize that we are the only one in charge of our business. We are not looking for a “bail out” or a promise of a loan. We also recognize that pressures abound since a single decision can grow a business or cripple it.
We at Denver Dog Works strive to stay focussed and committed to the financial success of our company and that spells the difference between success and failure. Yes, we love to train dogs. It is our passion but we also recognize that we are in this to make a living. While we will not ever drive luxury cars or fly on private jets, we love what we do and are proud we chose this as a career.
As we stated in a previous article, integrity is a hallmark of our business. we handle, care for and train other peoples dogs and they are looked upon as a member of their family. We also handle a client’s money and they have contracted us for our services.
We continue to develop our sales techniques, our marketing plans and how to brand ourselves in a very competitive industry. We continue to exercise sound business judgment and allocating our resources with great care. We also know that we must re-charge our own batteries so we can maintain an edge by offering company training and retreats such as white-water rafting as a team building exercises and attending sporting events as a group to build camaraderie.
As I say all the time, all you need to be a dog trainer is a business card, a leash and a smile. But it takes a savoy businessperson to live through the highs and learn from the lows to be one of the greatest dog trainers in the world. We at Denver Dog Works, truly believe we are and that is what sets us apart.
I encourage any feedback you may have and of course share the culture of your business as well. I can be reached anytime by email at train@denverdogworks.com
__________________
Dr. Robert Forto is the training director of Dog Works Training Centers and the host of a weekly radio program, The Dog Doctor Radio Show which can be heard every Saturday at 9:30 am in the Rocky Mountain West or download it anytime. Dr. Forto can be reached through his website at http://www.denverdogworks.com
Showing posts with label business end of the leash. Show all posts
Showing posts with label business end of the leash. Show all posts
Monday, February 1, 2010
Friday, November 13, 2009
The Business End of the Leash: Dog Works Training Centers
The Business End of the Leash
Welcome to The Dog Works Training Center Business Opportunity
By Robert Forto, PhD
Thinking about a career, maybe you’re thinking about your next career, or just supplementing your income. Look no further. At The Dog Works Training Center – We have the best and train the rest!
Our founders Dr. Robert Forto, Ph.D. and his wife Michele set out a decade ago to build the best dog training center in Denver, Colorado. Through hard work and perseverance they now can help you Never Forget Your Dreams!
A Dog Works Training Center Business Opportunity not only trains you how to become the best dog trainer you can be but the training program has a key emphasis on training you how to manage and market your new business. Our program is different from the rest. Dr. Forto is an animal behaviorist and holds an M.B.A. with 20 years of dog training and industry experience. He has written and teaches his own canine obedience instructor certification course which is the first step. By ensuring that you learn the business end of the leash not only will you be successful you will see results immediately.
The pet industry is ever-expanding and growing, even in the current economic state. In today’s lifestyle many families are carrying more than one job and in some cases one or more persons is working a second job. Mom is looking for a legitimate work-from-home business are amongst are most interested clientele.
Becoming a certified canine obedience instructor and a business owner of your own dog works training center gives you a sense of worth and gives you opportunities every day to help people and their dogs begin to live the lifestyle that they imagined when they first got their dog. Challenging things happen along the way, that’s where a certified canine obedience instructor is most sought after. Just review some of the statistics. There are more than 75 million pet dogs in the U.S. This year Americans will spend more than $40 billion to keep our pets fed, adorned, amused, and healthy with more owners paying top dollar for elaborate medical treatments to forestall that inevitable last visit to the vet. By the end of the decade, Americans will be spending $50 billion on pet products, according to the APPMA (American Pet Products Manufacturers Association) (2000 – 2001). 47% of owners consider their pets full-fledged family members.
As certified/business, owner/instructor of a Dog Works Training Center in your city, you will be the answer to those dog owners that love their dogs, but just cannot find a way to deal with barking, house breaking, obedience, or other behavioral problems. Every year thousands of dogs unfortunately end of in shelters because owners just cannot find a way to solve their dogs’ behavioral problems. We have many testimonials thanking us teaching families how to maintain the lifestyle with their dogs that they imagined when they picked out their dog that first day.
If you expect the best and want to be the best, then this is the business opportunity you have been looking for.
What could dog training do for me? Becoming a certified canine obedience instructor allows you to set your own schedule, help people to have a more enjoyable relationship with their dog and much more. Dog training allows you to work closely with dogs and if you’re already dabbling in dog training then this is the perfect business opportunity for you.
I am sure there are plenty of dog trainers out there, why would someone pick me? As certified/business, owner/instructor of a Dog Works Training Center in your city you will be the most sought after trainer because you took the time to become certified. You will be trusted and awarded for your efforts in the dog training community.
A Dog Training Career is what you will have when you complete are comprehensive training program.
• Positive reinforcement training;
• The business end of the leash – effectively learn how to promote your new business;
• Continued support from Dog Works Training Center headquarters;
• Business Package includes; correspondence certification course that prepares you to take the National Certification exam, business and sales development training, branding, advertising, website, on-site apprenticeship, life time support, access to our training resources database, Behaviorist Consultations, seminars, conferences, events, and much more.
At The Dog Works Training Center, We have the best and train the rest! We provide you with detailed information and training to get your business of to a great start. Not only are we canine obedience instructors and business savvy, but Dr. Forto has written a course to help you become a certified obedience instructor. The Canine Behavioral Sciences course is what sets The Dog Works Training Center apart from all other franchise opportunities out there. The course can be completed in just 12 weeks, making it the most comprehensive course out there. Not only teaching you how to train but recognize behaviors and certain health conditions contributing to the dogs overall stability.
If you would like to learn more information please contact us by email at info@dogtrainingcenter.com or call anytime at 303-578-9881.
The Dog Works Training Center, LLC will refund 100% of licensing fees you pay us if, at any time during the 12 week training program, it is deemed by the instructors that you will not successfully complete the DW Business Owner Certification. Why do we have such simple, pervasive guarantee and put it in writing? We have a reputation to protect. If you cannot grasp the business from the outset, we’d rather recruit and train another owner in your market right away.
_________________________
Dr. Robert Forto is the training director for The Dog Works Training Center, LLC and of several other dog training schools. Dr. Forto hosts a weekly radio show, The Dog Doctor Radio Show, every Saturday. Dr. Forto can be reached through his website at http://www.denverdogworks.com
Welcome to The Dog Works Training Center Business Opportunity
By Robert Forto, PhD
Thinking about a career, maybe you’re thinking about your next career, or just supplementing your income. Look no further. At The Dog Works Training Center – We have the best and train the rest!
Our founders Dr. Robert Forto, Ph.D. and his wife Michele set out a decade ago to build the best dog training center in Denver, Colorado. Through hard work and perseverance they now can help you Never Forget Your Dreams!
A Dog Works Training Center Business Opportunity not only trains you how to become the best dog trainer you can be but the training program has a key emphasis on training you how to manage and market your new business. Our program is different from the rest. Dr. Forto is an animal behaviorist and holds an M.B.A. with 20 years of dog training and industry experience. He has written and teaches his own canine obedience instructor certification course which is the first step. By ensuring that you learn the business end of the leash not only will you be successful you will see results immediately.
The pet industry is ever-expanding and growing, even in the current economic state. In today’s lifestyle many families are carrying more than one job and in some cases one or more persons is working a second job. Mom is looking for a legitimate work-from-home business are amongst are most interested clientele.
Becoming a certified canine obedience instructor and a business owner of your own dog works training center gives you a sense of worth and gives you opportunities every day to help people and their dogs begin to live the lifestyle that they imagined when they first got their dog. Challenging things happen along the way, that’s where a certified canine obedience instructor is most sought after. Just review some of the statistics. There are more than 75 million pet dogs in the U.S. This year Americans will spend more than $40 billion to keep our pets fed, adorned, amused, and healthy with more owners paying top dollar for elaborate medical treatments to forestall that inevitable last visit to the vet. By the end of the decade, Americans will be spending $50 billion on pet products, according to the APPMA (American Pet Products Manufacturers Association) (2000 – 2001). 47% of owners consider their pets full-fledged family members.
As certified/business, owner/instructor of a Dog Works Training Center in your city, you will be the answer to those dog owners that love their dogs, but just cannot find a way to deal with barking, house breaking, obedience, or other behavioral problems. Every year thousands of dogs unfortunately end of in shelters because owners just cannot find a way to solve their dogs’ behavioral problems. We have many testimonials thanking us teaching families how to maintain the lifestyle with their dogs that they imagined when they picked out their dog that first day.
If you expect the best and want to be the best, then this is the business opportunity you have been looking for.
What could dog training do for me? Becoming a certified canine obedience instructor allows you to set your own schedule, help people to have a more enjoyable relationship with their dog and much more. Dog training allows you to work closely with dogs and if you’re already dabbling in dog training then this is the perfect business opportunity for you.
I am sure there are plenty of dog trainers out there, why would someone pick me? As certified/business, owner/instructor of a Dog Works Training Center in your city you will be the most sought after trainer because you took the time to become certified. You will be trusted and awarded for your efforts in the dog training community.
A Dog Training Career is what you will have when you complete are comprehensive training program.
• Positive reinforcement training;
• The business end of the leash – effectively learn how to promote your new business;
• Continued support from Dog Works Training Center headquarters;
• Business Package includes; correspondence certification course that prepares you to take the National Certification exam, business and sales development training, branding, advertising, website, on-site apprenticeship, life time support, access to our training resources database, Behaviorist Consultations, seminars, conferences, events, and much more.
At The Dog Works Training Center, We have the best and train the rest! We provide you with detailed information and training to get your business of to a great start. Not only are we canine obedience instructors and business savvy, but Dr. Forto has written a course to help you become a certified obedience instructor. The Canine Behavioral Sciences course is what sets The Dog Works Training Center apart from all other franchise opportunities out there. The course can be completed in just 12 weeks, making it the most comprehensive course out there. Not only teaching you how to train but recognize behaviors and certain health conditions contributing to the dogs overall stability.
If you would like to learn more information please contact us by email at info@dogtrainingcenter.com or call anytime at 303-578-9881.
The Dog Works Training Center, LLC will refund 100% of licensing fees you pay us if, at any time during the 12 week training program, it is deemed by the instructors that you will not successfully complete the DW Business Owner Certification. Why do we have such simple, pervasive guarantee and put it in writing? We have a reputation to protect. If you cannot grasp the business from the outset, we’d rather recruit and train another owner in your market right away.
_________________________
Dr. Robert Forto is the training director for The Dog Works Training Center, LLC and of several other dog training schools. Dr. Forto hosts a weekly radio show, The Dog Doctor Radio Show, every Saturday. Dr. Forto can be reached through his website at http://www.denverdogworks.com
Friday, October 23, 2009
The Business End of the Leash: Media Relations
The Business End of the Leash: Media Relations in the Dog Training World
By Robert Forto, PhD
In Denver, Colorado I have high aspirations. I want to be the go-to-guy on every media outlet when they have a question about anything dogs. While this is a lofty goal, it is something that I have been working on for the past few months and it is paying off.
I have developed a great media list and have aligned myself (with a little help from Facebook and Twitter of course) with some local reporters and media personalities.
Media Relations
Developing a relationship with your local media is definitely worth the effort and can provide you with some of the bets advertising for your business and in most cases it is absolutely free! When I have worked with non-profits in the past, training a dog for a shelter or a rescue, getting publicity was relatively easy because it was a non-profit organization that was well known and respected. Denver Dog Works was mentioned favorably in the local media and we were published in the newspaper or on the Internet.
Our main goal was to train the dog well for the organization of course, but our secondary goal was to get mentioned in the media as often as possible in order to get maximum publicity as the de-facto dog training experts in the area. As with any for-profit business, we as dog training professionals have a goal of making money and getting clients. And I must say it, having worked in both non-profit and for-profit businesses; it is easy to get media coverage when you are promoting a non-profit service.
However, just because we are in the profit-making business does not mean we can get media attention—we just have to be more creative in our approach.
If we are to get publicity for our business through the media, we need to think like a journalist. Since my graduate degree is in Communication and I sat through my fair share of journalism and public relations classes, I can share with you some preliminary tips on how journalists think and what they are looking for in prospective stories.
Journalism 101
· There is editorial (subjective) and there is news reporting (objective)
· A feature story is simply a subjective story on a person or business that is unique.
· The journalist is always looking for a unique story angle.
· Who, What, When, Why and How are a journalist’s framework.
· A good photo opportunity is worth its weight in gold.
· The journalist is always on a deadline.
· Timeliness of the news is everything to the journalist.
It is important to keep the above in mind when you embark on your publicity plan. If your respect the journalist’s plight you will increase your chances tremendously of getting publicity and of being viewed favorably by your local media outlets.
Facebook and Publicity
I have been an active Facebook, Twitter and social media user for about a year and I update my profile everyday in regards to the goings-on of Denver Dog Works. While this has been a tremendous boon for my business, it should not be the only way that you update your customers and promote yourself. There are many people out there that do not use social media or are even still afraid of its implications.
My advice to you is to start a Facebook account for yourself and in turn start a Page for your business. There is a three-pronged approach to this. First Business Pages are indexed in Google and other search engines where personal pages are not. Secondly, it is against Facebook’s policies to promote your business on your personal page. If Facebook finds out you are doing this they can, and will, shut your account down. And third, by having a Business Page along with a Personal Page I have found that it lends to a bit of personality and realism to the Business Page. On my Personal Page I update things about my family and friends, my likes and dislikes and my infatuation with hockey and my kid’s sports. On my Business Page I keep it strictly business in regards to Denver Dog Works and I share stories, training updates and news and events.
A word of caution: Spending too much time on social media is obviously going to cost you and your business in terms of productivity. So limit yourself to a set number of posts or “tweets” a day. I update almost always from my iPhone and I will be remiss to admit most of the time it is while I am stuck in traffic or at a stop light. While I would not recommend you “tweet” while you are driving, and it is not only dangerous but illegal in many places, keep in mind you goals and develop a clear public relations plan.
If you would like to find our how you can become one of the best dog trainers in the world give us a call at 303-578-9881 or contact us through our website at http://www.denverdogworks.com
Next Week: 3 ways to get publicity through the media.
____________________
Dr. Robert Forto is the training director for Denver Dog Works and is the host of a weekly radio program, The Dog Doctor Radio Show, every Saturday. Dr. Forto can be reached through his website at http://www.denverdogworks.com
By Robert Forto, PhD
In Denver, Colorado I have high aspirations. I want to be the go-to-guy on every media outlet when they have a question about anything dogs. While this is a lofty goal, it is something that I have been working on for the past few months and it is paying off.
I have developed a great media list and have aligned myself (with a little help from Facebook and Twitter of course) with some local reporters and media personalities.
Media Relations
Developing a relationship with your local media is definitely worth the effort and can provide you with some of the bets advertising for your business and in most cases it is absolutely free! When I have worked with non-profits in the past, training a dog for a shelter or a rescue, getting publicity was relatively easy because it was a non-profit organization that was well known and respected. Denver Dog Works was mentioned favorably in the local media and we were published in the newspaper or on the Internet.
Our main goal was to train the dog well for the organization of course, but our secondary goal was to get mentioned in the media as often as possible in order to get maximum publicity as the de-facto dog training experts in the area. As with any for-profit business, we as dog training professionals have a goal of making money and getting clients. And I must say it, having worked in both non-profit and for-profit businesses; it is easy to get media coverage when you are promoting a non-profit service.
However, just because we are in the profit-making business does not mean we can get media attention—we just have to be more creative in our approach.
If we are to get publicity for our business through the media, we need to think like a journalist. Since my graduate degree is in Communication and I sat through my fair share of journalism and public relations classes, I can share with you some preliminary tips on how journalists think and what they are looking for in prospective stories.
Journalism 101
· There is editorial (subjective) and there is news reporting (objective)
· A feature story is simply a subjective story on a person or business that is unique.
· The journalist is always looking for a unique story angle.
· Who, What, When, Why and How are a journalist’s framework.
· A good photo opportunity is worth its weight in gold.
· The journalist is always on a deadline.
· Timeliness of the news is everything to the journalist.
It is important to keep the above in mind when you embark on your publicity plan. If your respect the journalist’s plight you will increase your chances tremendously of getting publicity and of being viewed favorably by your local media outlets.
Facebook and Publicity
I have been an active Facebook, Twitter and social media user for about a year and I update my profile everyday in regards to the goings-on of Denver Dog Works. While this has been a tremendous boon for my business, it should not be the only way that you update your customers and promote yourself. There are many people out there that do not use social media or are even still afraid of its implications.
My advice to you is to start a Facebook account for yourself and in turn start a Page for your business. There is a three-pronged approach to this. First Business Pages are indexed in Google and other search engines where personal pages are not. Secondly, it is against Facebook’s policies to promote your business on your personal page. If Facebook finds out you are doing this they can, and will, shut your account down. And third, by having a Business Page along with a Personal Page I have found that it lends to a bit of personality and realism to the Business Page. On my Personal Page I update things about my family and friends, my likes and dislikes and my infatuation with hockey and my kid’s sports. On my Business Page I keep it strictly business in regards to Denver Dog Works and I share stories, training updates and news and events.
A word of caution: Spending too much time on social media is obviously going to cost you and your business in terms of productivity. So limit yourself to a set number of posts or “tweets” a day. I update almost always from my iPhone and I will be remiss to admit most of the time it is while I am stuck in traffic or at a stop light. While I would not recommend you “tweet” while you are driving, and it is not only dangerous but illegal in many places, keep in mind you goals and develop a clear public relations plan.
If you would like to find our how you can become one of the best dog trainers in the world give us a call at 303-578-9881 or contact us through our website at http://www.denverdogworks.com
Next Week: 3 ways to get publicity through the media.
____________________
Dr. Robert Forto is the training director for Denver Dog Works and is the host of a weekly radio program, The Dog Doctor Radio Show, every Saturday. Dr. Forto can be reached through his website at http://www.denverdogworks.com
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