More Than a Trainer...A Career

More than a Dog Trainer…A Career
By Robert Forto, PhD

A lot is said about culture in business. I have been working these past few months with a very dear friend of mine, a business genius and branding guru, David Sandusky. David owns a company called Your Brand and he hosts a forum that every business owner should subscribe to http://www.yourbrandplan.com. David and I have been working on the culture of Denver Dog Works and our affiliate businesses and we have come up with some great processes that are changing not only how we run our business but how our customers and clients perceive it as well.

According to a post on the Your Brand Plan forum culture is described as: “Individual brands make up the internal and external experience - or culture brand. Understanding your culture brand is critical to your success. What do you see happening that deserves discussion and what do you need? What are you doing to shape and communicate your real and changing culture.” This is critical to our success and yours if you own and operate your own business.

More than a Dog Trainer…A Career

Canine Communication Studies provides its students with more than an education in canine training; our students are offered the knowledge, skills and culture provided for professional dog trainers to become successful business owners. The broad scope of Canine Communication Studies’ courses immediately prepares the student to begin a full time or part time career training dogs upon completion of the course.

Those interested individuals come to our school from throughout the United States and come from all walks of life; including recent high school graduates, health care workers, police officers, graduate students, sales people, artists, teachers and more. No matter what their background and where they are from, they all have one common goal—to become the best dog trainers in the world and have a fulfilling career and/or business they enjoy.

Professional canine training is a profitable and very rewarding occupation as a main career or as a supplemental income. Our courses specialize in teaching the students obedience training, canine psychology and behavior, kennel design, nutrition, canine first aid and CPR, drive theory, canine sports, breeding, canine health, medications and vaccinations, client relations, business development, dog law, marketing your dog training business, ethics in dog training, and much more. We also offer apprenticeship programs in service dogs, protection training, canine sports, working dogs and kennel management as well as valuable insight into establishing a successful small business practice.

Over 80 percent take our 12-week canine obedience instructor/trainer course; however if you are unable to attend our school or cannot dedicate the time to become a full-time student, you can begin you career by taking our correspondence course and complete the remainder of the canine obedience instructor/trainer course at a later date. We do recommend taking the 12-week course if you intend to make dog training a full-time career and especially if you plan to open a dog training school of your own.

Upon completion of our courses, our graduates may pursue a multitude of options in the field of canine training and behavior. While most graduates establish their own full time or part time businesses, others work with established training centers, veterinary offices or boarding/day care facilities. Canine Communication Studies also offers graduates upon successful completion of the coursework a contract trainer position.

As a contract trainer you can become immersed in the culture of our business, Denver Dog Works. Denver Dog Works is involved in everything canine. We are a sled dog racing kennel with sights on the Iditarod in 2013, a service dog training school to provide canines for children with autism, executive protection training for high-end personal protection dogs, and of course obedience and behavior problems taught by some of the foremost canine experts in the field.

Our History

Canine Communication Studies and Canine Behavior Services of Colorado is the result of several endeavors. Dr. Forto developed and taught the first canine sciences course as a vocational certificate program to a service dog training program while he completed his doctorate dissertation in human-canine communication. This course formed the basis for Dr. Forto’s curriculum training dog trainers and obedience instructors around North America.

Dr. Forto continued to offer the Canine Sciences courses to meet the needs of his expanding dog training school which soon relocated from Minnesota to Colorado and became known as Denver Dog Works.

In 2006 with the opening of Denver Dog Works at 1842 S. Parker Rd. #16 in Denver, Colorado, Dr. Forto consolidated his training programs and dog trainer courses to one full-time location with several other “Dog Works” locations planned for the future. As his reputation grew from being a professional dog musher and as a certified canine behaviorist, Dr. Forto repeatedly receives requests from trainers wanting to learn more about canine aggression and other aspects of training that is quite a bit different than what they were taught as canine trainers—many of them professionals who want to incorporate science into their dog training classes, private training businesses and club programs.

Our Philosophy

Canine Communications Studies was founded to educate those who have a genuine interest and concern for dogs and to help establish a life-long bond with their owners in a balanced, natural approach. In addition, Canine Communication Studies prepares individuals for successful careers in canine instruction and behavior modification. Our experienced instructors instill their high standards of dog training skills and knowledge, as well as business cumin in developing an atmosphere to enhance these relationships with the students that is like family, not a college classroom with 30 students and an instructor at a lectern. All subject matter offered, both in the classroom and in practical application, is conducive to success of our graduates.

Canine Communication Studies is dedicated in advance the field of canine training, sports and working dogs, and the profession of dog training. We encourage all of our potential students to approach dog training as you would any educational endeavor. Our courses are college-level material and based on nineteen years experience literally living with, and working around dogs every day. If you start by having pre-conceived notions about canine training from what you see on television or read in books, there is a possibility that you will not be able to broaden your knowledge base.

At Canine Communication Studies we believe that effective communication is the key to improving and enhancing the relationship between dogs and people. We also believe that the education of each dog owner must be approached on an individual basis and not in a cookie-cutter-one-size-fits-all fashion. Each dog’s training should be based on the drive and temperament of the dog and this can only be achieved after a complete understanding of canine behavior and an initial evaluation. In our courses we address the varied approaches and methods to training dogs, which allows our graduates to have the ability to modify their approach based on the dog and the problem not the cost of the class or the availability.

At Canine Communication Studies we have the best and train the rest. This applies to both people and dogs. We have spent our lives working with dogs and educating owners. Training people who are interested in becoming the best dog trainers in the world is our primary goal.

If you are interested in a career in canine training or have ever dreamed of working with dogs every day. This is your calling! Give us a call anytime at 303-578-9881 or contact us through our website at http://www.denverdogworks.com
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Dr. Robert Forto is the training director for Denver Dog Works in Colorado. Dr. Forto hosts a weekly radio program, The Dog Doctor Radio Show every Saturday. Dr. Forto can be reached through his website at http://www.denverdogworks.com

A Simple Sit

A Simple Sit
By Robert Forto, PhD

It is a common scenario at Denver Dog Works in Colorado. A frenzied dog owner will call us or come by our school nearly fanatical and begging for our help. The best friend they so desperately endear has become the canine equivalent of the school-yard bully. He pushes the owner around, jumps on the furniture, tears up your favorite pair of shoes or destroys your neighbors' fancy new suit while your dog greets your guest at your door when he arrives at your dinner party.

Whether you are just starting out with a new puppy, an older shelter dog, or realizing that there are some behavioral issues developing with your current dog, dog training can be a valuable asset for both owners and their dogs. There is tremendous value in obedience training. Here are just a few reasons why every dog should know some basic commands:

· Training helps to establish leadership with your dog.

· Training gives your dog a job to do for the things in life he wants which you provide.

· It begins to prepare your dog's mind for immediate responses to commands in social situations where he is required to sit/stay and down/stay.

· The consistency and repetition of simple sits and downs will begin to foster discipline in behavior.

· Training provides you with acceptable alternative behaviors to which you can redirect your dog. If jumping is inappropriate, redirect to sit.

The sit command is the easiest command to teach a dog and yet most people do not teach a well-disciplined sit. Most people teach their dogs to sit as young puppies, so dogs are already very familiar with and comfortable doing it, remembering all positive associations with the sit command-food, treats, praise, etc.

When I think of problem solving behaviors in dogs, you would be surprised how many behaviors you can stop with a well disciplined sit. Jumping, running out the front door, dog aggression, and yes, even barking, just to name a few. Think about it for a moment. If your dog is sitting, he cannot jump. The two behaviors are mutually exclusive. The same goes for aggressing on another dog.

Most people drop the ball in two places: weaning dogs off food treats too soon and distraction training. It really does not matter whether you use compulsion (no treats) or reward based methods to train as long as the dog is obeying without treats when you have the dog on a voice or a hand signal. But here is where the real work begins distraction training. A well disciplined sit means your dog has been "proofed" to sit around all the distractions to which he will be exposed.

Here are some helpful tips:

· Always train your dog on a leash so you will be able to reinforce commands. As your dog becomes more reliable you can move to off leash.

· Remember the 3-D formula for distraction training: duration, distractions and distance. You build time first (three minute sit/stay) then add distractions before you add distance from the dog.

Please remember, because dogs do not generalize well, you must always vary the level of distraction, the locations in which you train and your distance from the dog. Command elements such as tone of voice and different people handling the dog work well too.

While this all sounds like a lot of work, it probably is. But it is all relative to your dog's problems and your willingness to live with these problems or fix them and dramatically improve the relationship with your dog. A simple sit can solve many problems, but successful behavior modification will ultimately always begin and end with 100-percent compliance from you, your dog's owner. Remember that you are the leader in this relationship and what you say must go.

If you are interested in training your dog the natural way give Dr. Robert Forto a call at Denver Dog Works. He is the owner and training director of the school. Dr. Forto can be reached at 303-752-2818 or through his website at www.denverdogworks.com. He has over eighteen years experience working with canines of all breeds. While Dr. Forto specializes in canine aggression he often consults clients on becoming the pack leader in the dynamic relationship we have built with dogs.

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Dr. Robert Forto is the training director for Denver Dog Works and The Ineka Project in Colorado. Dr. Forto hosts a weekly radio show on Saturday mornings, The Dog Doctor Radio Show. Dr. Forto can be reached through his website at http://www.denverdogworks.com

Dog Law: Pet Friendly Leases

Dog Law: Negotiating Your Way into a Dog Friendly Lease
By Robert Forto, PhD

Dog Law is a weekly series in which I explore a different topic regarding canine law, legislation and procedures related to the legal side of owning our canine companions. I have been involved as an expert witness in many cases over the years, testifying on everything from breed bans, landlord-tenant disputes, aggressive dogs, dog bites and more. I am also a canine behaviorist and paralegal. If you have any questions regarding dogs and the law I would be happy to help. While I am not an attorney and I encourage you to seek out competent legal assistance should it come to that, I can be retained in most cases by both plaintiff and defense counsel to assist in your case as an expert witness.

Dog Friendly Leases

As all pet-owning tenants know, most standard leases and rental agreements contain no pet clauses. Such provisions are legal everywhere and courts generally enforce them by allowing a landlord to evict a tenant who gets a pet violation of a lease clause and refuses to give up. There are however situations in which a no pet clause may not be enforceable If a tenant and dog are already living in a rental unit and:

1. The tenant can prove that keeping a dog is necessary for security or health reasons (i.e. service dog); or
2. The landlord agreed, no matter what the lease says, that the tenant could have a dog; or
3. The landlord tries to add a no pet clause to a rental agreement, or enforce an existing no pet’s clause after knowing about but not objecting to a tenants dogs for a significant period.

Negotiating a Pet Friendly Lease

Negotiating your way into a dog-friendly rental lease is not always an easy task. Although millions of Americans own pets, a landlord who doesn’t want to assume the risks associated with one may not want to rent to a pet owner. So how do you change his mind? You do it by following a few basic tips. In her article “Negotiate Your Way into a Pet-Friendly Pad during the Dog Days of Summer”, Peggy Abkemeier, president of Rent.com, tells renters how to convince a landlord to accept a pet. They are as follows:

Tip #1 - Do a dog-to-face interview.

Set up a dog-to-face meeting. Allow for basic obedience tests and inspections. Let the landlord see firsthand how well-mannered your pet is. If the meeting goes well, the landlord may be more willing to bend a few rules in order to rent you and your dog a space.

Tip #2 - Show proof of renters insurance.

Reassure the landlord of your good intentions of caring for his property by giving him proof of renters insurance. Be sure the liability limits are high ($100,000 or more). Also, highlight the pet clause in it, so he can clearly see that you are covered for any damage caused by your dog.

Tip #3 - Give a letter of recommendation.
Get a letter of recommendation from your prior landlord and neighbors. It should address the basic behavior of your dog while living in their community. Be sure it touches on subjects like “noise levels” and “over-all friendliness.”

Tip #4 - Validate that your dog has his shots.
Give the landlord a certificate verifying that your dog’s vaccinations are up-to-date. It will diffuse any fears he has about the overall health of your dog and safety of other tenants.

Tip #5 - Offer up an obedience-training certificate.
Even if he does not ask, show the landlord a certificate certifying that your dog has obedience training. This will assure him that you’ve gone the extra step to raise a well-behaved dog that won’t run wild on his property or keep the neighbors up at night.

Use these five tips and you’ll increase your chances of negotiating your way into a dog-friendly lease. You will also save yourself time and money because you’ll be prepared for any questions a landlord might have about your dog.

Handling Disputes

Before you run into court to hash out a disagreement with your landlord or tenant, remember that usually, everyone loses when it goes to court, You may lose time, and legal procedures have a way of escalating tension so that even petty differences start looking like life-and-death matters of principle.

The only exception to that dire rule is small claims court, which provides a relatively quick and painless way of resolving disputes over small amounts of money. But I recommend trying alternatives first.

One good alternative is mediation—getting people together with a neutral third person who helps them work out a problem. The mediator does not have the power to impose a settlement, but is trained to help people come up with their own solutions. Meditation is often quick and usually cheap or free.

Many cities have programs specifically designed to mediate landlord-tenant disputes. The mediators are familiar with the common problems that crop up between landlords and tenants—and dogs are certainly one of them.

If you would like to discuss the process of obtaining a mediator to discuss your dispute regarding a pet in a landlord-tenant dispute or if you have any further questions regarding this issue please feel free to call me anytime at 303-522-1727 or email at train@denverdogworks.com

Next week: My Dog is Priceless: How Much Can a Dog Owner Sue For?
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Dr. Robert Forto is the training director for Denver Dog Works and The Ineka Project in Colorado. Dr. Forto is a certified canine behaviorist and is often called as an expert witness in issues relating to canines. Dr. Forto can be reached through his website at http://www.denverdogworks.com/

Canine Trainers Forum: Influential People in Learning Theory Part I

Canine Trainers Forum: Influential People in Learning Theory Part I
By Robert Forto, PhD


This is the first in a weekly series of articles on Canine Training. We will post these articles every Saturday. We are going to start by posting articles about the history of human-canine communication and learning theory and why this approach is the de-facto method of training our companion animals. The training methods used by many trainers and training schools simply do not work. They are not based on the principles of how a dog learns. I classify these types of trainers into two groups: Yank and Crank and Wait and See trainers (We will discuss both of these methods in a future article so stay tuned and subscribe to our blog on our website Denver Dog Works). Both of these methods will have a degree of success but not a long term effect on changing your dog’s overall behavior. Both of these methods are an “easy way out” for training your dog.

I will be the first to admit that dog training is work. Hard work and it takes a great deal of knowledge, understanding, patience and adaption in order for it to be a success. Do you want to go to a trainer or training school that has a trainer that is still wet-behind-the-ears or is earning minimum wage at a big box store? Or do you want to go to a professional that has literally lived with a pack of sled dogs for the better part of fifteen years and earned his doctorate on the basis of human-canine communication? If you would like to talk about this in more detail, I encourage you to give us a call anytime at 303-578-9881 or send us an email at train@denverdogworks.com We look forward to hearing from you!
Influential People in the Development of Learning Theory

Huxley and Darwin
It is unclear when formalized studies of learning actually began, however, Professor Thomas Henry Huxley (1825-1895) birthed the theory of association in the early 1870’s. Professor Huxley stated that “It may be laid down as a rule, that, if any two mental states be called up together, or in succession, with due frequency and vividness, the subsequent production of one of them [mental states] will suffice to call up the other, and that whether we desire it or not.”[i] This observation may very well have laid the groundwork for later studies in respondent and operant conditioning. Huxley was an outspoken advocate of the naturalist Charles Darwin (1809-1882). The professor was so passionate in his defense of Darwin’s theories that he was often referred to as “Darwin’s Bulldog”.
In Darwin’s The Expression of the Emotion in Man and Animals, Professor Huxley’s influence was evident in Darwin’s observations of the emotions of man and animals. When studying animal expression Darwin was vividly aware of the challenges associated with those observations. He writes, “The study of expression is difficult, owing to the movements being often extremely slight, and of a fleeting nature.” [ii] Nevertheless, Darwin’s careful observations were of immeasurable value to later researchers. Darwin continued where Huxley left off by recognizing that movements, no matter how complex, can be performed with little or no forethought and minimal efforts when they have been performed with enough frequency. This premise was the foundation for Darwin’s Principle of Antithesis, which reasons, that states of mind lead to the performance of “habitual actions”, when a “directly opposite” state of mind occurs, there is a “strong and involuntary” tendency to perform movements and actions of a “directly opposite nature”. This principle is of special interest to observers of canine communication techniques, and can help the astute observer decipher the signal being sent and received by a canine, whether it is intra- or interspecies communication. Darwin states further “that gestures and expressions are to a certain extent mutually intelligible.”[iii]
Darwin speaks of his own dog’s “hot-house” face and reasoned that the opposite expression displayed by his dog was innate and not a deliberate attempt at communicating his desire to not go to the “hot-house.” He further states, “hence for the development of the movements which came under the present head, some other principle, distinct from the will and consciousness, must have intervened.”[iv]
While the vast majority of canine communication is accomplished via body language, there is some evidence that canines posses at least a limited verbal vocabulary. While most canines in the wild do not bark, but howl, this is not the case for the domesticated canine. According to Darwin “…some animals after being domesticated have acquired the habit of uttering sounds which were not natural to them. Thus domesticated dogs, and even tamed jackals have learnt [sic] to bark, which is a noise not proper to any species of the genus with the exception of the Canis latrans of North America, which is said to bark.”[v] In regard to the Principle of Antithesis “…the bark of anger, and that of joy are sounds which by no means stand in opposition to one another;…”[vi] This lack of observable difference between barks is likely the reason that canines rely on body language so extensively. Canine body language has been studied extensively and is well documented. If you would like to read my doctorate dissertation: Chasing the Dream: A History of Human-Canine Communication in the Sport of Dog Sledding in its entirety it can be purchased as a .pdf from for $19.10 please send me an email at train@denverdogworks.com and I will arrange it.

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[i] Huxley, Thomas Henry, Elementary Lessons in Physiology Fifth Edition, 1872 pg. 306.
[ii] Darwin, C., The Expressions of the Emotions in Man and Animals. (1872) Web Document. The Complete Works of Charles Darwin. http: //www.darwin-literature.com. Pg. 28
[iii]Darwin, C., The Expressions of the Emotions in Man and Animals. (1872) Web Document. The Complete Works of Charles Darwin. http://www.darwin-literature.com,Pg. 35.
[iv] ____________Pg.38.
[v] Darwin, C., The Expressions of the Emotions in Man and Animals. (1872) Web Document. The Complete Works of Charles Darwin. http://www.darwin-literature.com, Pg.53.
[vi] ____________Pg.56.


Dr. Robert Forto is the training director of Denver Dog Works and The Ineka Project in Colorado. Dr. Forto hosts a weekly radio program The Dog Doctor Radio Show every Saturday. Dr. Forto can be reached through his website at http://www.denverdogworks.com

Dog Training Forum: FAQ's Board and Train

Dog Training Forum: FAQ’s for Board and Train
By Robert Forto, PhD

This is the first of a weekly series of articles on dog training. We will post articles every Friday about this subject on our website Denver Dog Works. It is designed to answer some of the frequently asked questions about the dog training world that is a mystery to many. To others they learn about dog training when they watch a show on cable and realize that they are not alone with their dog’s problems.

At Denver Dog Works we live by our motto every day: We have the Best and Train the Rest. By doing so we hold ourselves at a higher standard. One of the ways that we do so is offer a program called our Works program. We have several levels for both puppies and adult dogs. This type of program is commonly referred to as a Board and Train Program.

There are many important factors to consider in choosing the right training program for your dog with two of those that most people ask when they call are: price and time. This article will answer some of the frequently asked questions by our clients. I encourage you to read though this article and if you still have questions please give us a call at 303-578-9881 or send us an email at train@denverdogworks.com We look forward to hearing from you and help you make your dog achieve your goals and make him be one of the best trained dogs in the world!

Frequently Asked Questions about a Board and Train Program

What is in-board training?

In-board training requires that your dog be left with us at Denver Dog Works for the duration of the training. Our programs enable your dog to learn commands quickly and effectively. Having your dog on site is a key component to the success of our training. With consistent and countless repetition of commands, we accomplish much more than a weekly program.

Why consider in-board-training?

It is the most efficient and effective method of dog training. In a four-week program, your dog will participate in 60 training sessions. It would take 15 months of weekly sessions, and $2,400 to complete the same amount of training, in a private training class. In an eight-week program, your dog will participate in 120 sessions. It would take 30 months, and $4,800 to complete the same amount of training, in a private training class.

How early can I enroll my dog for training?

Puppy Imprinting - 10 weeks or olderBoot Camp - 6 months or olderObedience Training - 6 months or olderAdvanced Obedience - 12 months or older

Where will my dog be kept while in training at Denver Dog Works?

Your dog will stay in one of our boarding suites in Aurora, Colorado, with its own private crate or kennel, and between training sessions, have supervised opportunities to socialize and play. Unlike some boarding facilities with potential health risks and the stress of barking dogs, Denver Dog Works is a fenced and gated property, in a country setting. We want our guests to feel at home, while living in an environment conducive to dog obedience training.

If you do the training, will my dog still perform the commands at home?

Yes. just as service dogs are trained and turned over to their handlers, we complete the training and turn your dog over to you. Upon completion of the program, you will receive a DVD demonstration of your dog performing the commands, plus you will receive two follow up handler training lessons.

Will my dog ever misbehave after it graduates?

Dogs will be dogs. No form of dog training can guarantee that your dog will never misbehave again. However our method of training is effective, yet simple and easy for you to follow. We guarantee follow up assistance for the life of your dog. We stand behind our training!

How will I be able to find out about my dog's progress?

We use email as our primary method of communicating with owners. We send weekly updates that include photos, and a short narrative describing how your dog is responding to training.

How would you describe your training methods?

We use a style of training referred to as operant conditioning, and transition the dog through three phases: acquisition, proofing, and generalization. Through hands-on training and experience, we have developed a variety of ways to teach commands to dogs and use their diverse personalities and temperaments.We start by finding out what motivates the dog. Then we create conditions for the dog to be encouraged to follow commands that occur naturally (sit, down, heel). We focus on timing positive reinforcement, with the dog intuitively offering a response to a command.

What is clicker training, how is it different from your training?

Clicker training is a method of marking behavior with a clicker, which is followed by secondary reinforcement (treat). Clicking a clicker or offering a food treat simply will not stop your dog from chasing down a squirrel. We do not use clickers for training. In the early stages of training, we mark proper behavior with release and reward, however as we transition into phase two the dog learns to perform on command. Our training program is effective regardless of clickers or squirrels.

What is needed to confirm my dog's immunizations are current?

We need vet records confirming your dog has received the distemper combination, rabies, and bordetella (kennel cough) shots. If you do not have these records, they can easily be obtained by contacting your vet.

Whay if my dog is not ready to graduate by the end of the four, six or eight week session?

If your dog is not ready to graduate, we will continue dog obedience training at no cost to you. We guarantee our training 100%.

Can I visit my dog during the training process?

It is not recommended. Once your dog is dropped off at our site, it is normal for your dog to go through an adjustment period. Visiting your pet may prolong transitioning and cause further separation anxiety. In order for the program to succeed, we do not schedule visits for you and your dog until graduation or final pick up.

Why Denver Dog Works?

Your dog will be trained one-on-one by a team of certified trainers and under the supervision of Dr. Robert Forto who is a certified canine behaviorist. Each custom-tailored program, whether it is dog obedience, boot camp, positive behavior modification, puppy training, or working/sports training, is centered in repetition, consistency, and reward for dogs of all ages and personalities. We are certain you will bring home a canine obedient to your commands and prepared to participate in your life.

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Dr. Robert Forto is the training director for Denver Dog Works and The Ineka Project in Colorado. Dr. Forto also hosts a weekly radio program The Dog Doctor Radio Show every Saturday. Dr. Forto can be reached through his website at http://www.denverdogworks.com/

The Business End of the Leash: Marketing Your Dog Training Business
By Robert Forto, PhD

This is the first in a weekly series of what I call: The Business End of the Leash. It has been said that all it takes to become a dog trainer is a business card, a leash and a smile. It takes much more than that. It takes a savvy business owner, a good business plan and a little bit of luck of course. But being in this business for the past 19 years, I have learned a thing or two about owning a dog training business and that is what this series will hopefully teach you.

My first six months of business were very slow, I expected that, but the time I spent marketing my tail off and all of the sudden I was busy! Then within a month I was swamped with clients! I was so busy that I didn’t follow my own rule about marketing every day. Then after a couple months, my clients all seemed to graduate at the same time and it was dreadfully slow again. The problem was that I had stopped all marketing during that time, I paid the price. If you market your business continually, you won’t run into the marketing mad rush syndrome—you will simply, over time, develop a continual flow of business.

The Four P’s of Marketing

No discussion of marketing would be complete without mentioning the famous four P’s. They are important factors for you to consider as you develop any marketing plan. They include:

1. Product—in our case, our product is our service. The service (product) needs to be useful and beneficial to the marketplace.

2. Place—refers to the location of your business. If you have a physical location or are thinking of getting on, it is important to consider this and whether you will be able to physically get people to come to your office. Is your location convenient, high profile, effective signage, etc. For those of us you don’t have an office or training center, our location is the owner’s homes.

3. Price—for most people price is a definite factor in their decision-making. Most of the time, people cannot see immediately how your expertise can help them, or how your qualifications are outstanding—what they CAN see is price. Sometimes if your services are higher priced than your competitions, people will think you are better. However, some people might be scared away (the bargain hunters). When people are making a decision to buy a service, they will base it on how much they like or trust you in addition to price. The most important thing to consider is that people will buy your services if they feel like the benefits will be worth more to them than the cost.

4. Promotion—has to do with all of the marketing methods you use to get business.

I learned in business school that you are never too busy to market your business. While there are many principles out there in order to accomplish your marketing goals, the best and time tested method is to do a little each day. I was told once that you must market three hours for every new client that you want to gain. So, if you are a dog trainer and you want to teach 10 hours a week, you should plan on spending at least 30 hours a week marketing yourself and your business. Nobody ever said that dog training is a 40 hour a week job! If you want to be successful you will probably work 70 hours a week at first and that is what separates the businesses that fail from those that succeed.

If you have any further questions or would like to talk to me about business coaching for your business please give me a call anytime at 303-522-1727.
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Dr. Robert Forto has an MBA and a doctorate in Communication. Dr. Forto is a certified canine behaviorist and teaches people all over the world how to become certified canine obedience instructors and business owners. Dr. Forto can be reached through his website at http://www.denverdogworks.com

Dog Law: Traveling with Dogs to Hawaii

Dog Law: Traveling with Dogs to Hawaii
By Robert Forto, PhD

This is the first in a weekly series on dog law. Each week we will explore a different topic regarding canine law, legislation and procedures related to the legal side of owning our canine companions. I have been involved as an expert witness in many cases over the years, testifying on everything from breed bans, landlord/tenant disputes, aggressive dogs, dog bites and more. I am also a canine behaviorist and paralegal. If you have any questions regarding dogs and the law I would be happy to help. While I am not an attorney and I encourage you to seek out competent legal assistance should it come to that, I can be retained in most cases by both plaintiff and defense counsel to assist in your case as an expert witness.

Special Hawaii Rules for Traveling with Dogs

As my good friend and travel agency owner, Ken Preuss of E-travel Unlimited, tells me, the world is on sale right now and one of the popular winter/holiday destinations for Americans is Hawaii. If you are planing a trip to Hawaii and planning on taking your dog, my advice is don’t!

Unless you are crossing national boarders you don’t usually need to worry about special restrictions on taking your dog with you. But if you want to take your pet for a tropical vacation, you need to know that Hawaii quarantines all dogs--including guide and service dogs, unless documentation is present and current--for 120 days when they enter the state. As a result, rabies is non-existent in Hawaii.

Not only do you have to give up your pet for four months, you have to pay for it: the current cost is over three hundred dollars, payable when the dog arrives in Hawaii. Airlines deliver the pets directly to state holding facility, and the state takes them to the quarantine station on the island of Oahu. Dogs are kept in individual outdoor runs. Owners can visit their dogs daily during afternoon visiting hours, but can not takes the dogs out of the kennel.

State officials stress that it is important for owners to arrange, in advance, for a private animal hospital to provide emergency veterinary care. The quarantine center handles minor ailments but does not have facilities for major medical problems. Unless a veterinary hospital has agreed in advance to accept an ill pet, the state will not take the animal to a private hospital.

For more information, please contact:
State of Hawaii
Department of Agriculture
Animal Quarantine Station
99-951 Halawa Valley Street
Aiea, Hawaii 96701-3246

Phone: 808-483-7151
Email: rabiesfree@hawaii.gov

If you have any further questions about traveling with your pet please contact the State of Hawaii or Denver Dog Works, especially if you are traveling with a service dog, at 303-752-2818 for more information.

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Dr. Robert Forto is an certified canine behaviorist and the training director for Denver Dog Works and The Ineka Project. Dr. Forto hosts a weekly radio program, The Dog Doctor Radio Show every Saturday. Dr. Forto can be reached through his website at http://www.denverdogworks.com