Could your pet business use a bit of a shake-up when it comes to generating revenue and attracting new customers? Consider implementing a membership model to make your services easier for customers to enjoy and create recurring revenue for your pet business each and every month.
A membership model is where your clients or customers pay a recurring fee to access whatever value you provide.
Take a look at your own spending habits, whether personally or in your pet business. How many services are you paying for that require a monthly commitment? We’ll start a list for you — Netflix, Zoom, MailChimp, Canva, your internet provider. You pay the same price each month, regardless of how often you use them.
In 2013, Head Pet Boss Candace D’Agnolo implemented a membership model into her doggy daycare business, albeit a little reluctantly. She was worried she would upset her customers by switching up her pricing structure from a pass-based system to a monthly subscription even though they would be getting a better deal each month than purchasing passes.
However, with strategic marketing and thoughtful conversations with her existing customers, she successfully pivoted to a membership model (and added an extra $200,000 to her revenue stream that year alone!). But more than the added revenue, Candace says she didn’t lose a single customer throughout the transition. Plus, the dogs in her team’s care benefited from increased visits and socialization with other animals.
Chances are you have the potential for a membership model somewhere in your pet business. Hiding among the gourmet bakery dog treats, grooming services, daycare passes, and fun dog sweaters, there is an opportunity to get your customers to purchase what they love more frequently or with a better experience. And since it’s your pet business, you can decide just how convenient you want it to be. Set up payments weekly, monthly, quarterly or yearly (our favorite is monthly!).
There are tons of subscription models out there, but after working with hundreds of pet businesses, we’ve defined three to be the most successful for the pet industry:
The Gym Model
Put the sweat towel down; we’re talking about setting a flat rate or creating tiers for gaining access to your facility. This model is great for dog daycare facilities or grooming businesses. Some of the most popular options are daycare and boarding memberships, priority access to training classes and events, a premium self-wash club or a grooming club. Name the price, sign them up and show them how to get involved.
The Swag Model
This is for pet lovers who love shiny, new things in your shop. It’s a monthly product delivery that can be a surprise, where they pay a flat fee and you surprise them with a new product or beloved favorite. Or it can be an automated subscription that makes their life easier, like a treat of the month club so they always know they will have treats on hand for their dog.
The Education Model
Boost your revenue by bringing customers together through subject matter. Offer classes on dog training, nutrition classes for dogs or cats, avian care, do-it-yourself grooming or any other number of pet-related topics. This allows you to create a network of your biggest fans and introduce them to each other through online classes, Facebook Live or a Facebook group for a monthly access fee.
Each of these models allows for community and connection. Your local shop is a lifeline to creating a thriving community in your area. A membership model can help you leave a legacy that goes beyond your pet business (and have a little fun and build sustainable income while doing it!).
To get more membership model resources for your pet business, join us in the Pet Boss Nation Facebook group. It’s a dynamic community of Pet Bosses from all over the country who share what’s working in their stores and what they’ve learned throughout their time in the pet industry.
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