I have interviewed many, many people over the years, but the morning I spent with Morag Willcox (centre in photograph) and two of her staff at York Professional Pet Sitting was one of the more intriguing. Part of the magic came from having an opportunity to get to know one of their clients, Ruby, a Hungarian Visula. Ruby has a bit of an anxiety disorder so Janice (right), her regular walker, brought her to the interview so she could hang out with people. Ruby has been a client for seven years and seemed very pleased with the service.
As part of an ongoing series on interesting Chamber members, I was curious to understand how a business such as this might start out. Ten years ago, Morag had spent several years as a stay-at-home mom and had little business background – but she loved animals. When her new husband, and now business partner, Glenn suggested that they go away for a weekend, her first concern was for the dogs. Glenn suggested a pet sitting service, which was common in his hometown in the U.S., but she quickly discovered that nothing was available in the area. An idea was born! Morag did her research, working with Regional Business Development people to flesh out a business plan and launched the business. Morag reminisced, “I remember when I got my first client, after hanging information pamphlets on front doors throughout the neighbourhood, I prayed as I drove over to the house that the client had left the cash in the mailbox as agreed. I desperately needed the cash to purchase gas for my car so that I could ‘expand my marketing reach’.”
Today, the business has over 300 clients in its database, many of whom, like Ruby’s ‘parents’ have been clients for several years. There are now five staff members whose daily routine consists of either walking or sitting with various pets, including dogs, cats, hermit crabs, horses, hamsters, pot bellied pigs and virtually any other creature that is loved. Their clients are typically working couples that want someone to take care of the mid-day needs of their pets. They also provide weekend and vacation care, which can often mean 3 – 4 visits to the pet’s home. The last visit often includes a short walk and then time together in front of the television. Deb (left), one of the staff, has a business degree and worked in major national sales and marketing roles earning a six-figure income.
She has since turned down offers with significant salaries and incentives because, as she said, “Why would I want to earn all that money when I have the best job in the world?” She has to resist telling her husband about her daily joys as it seems unfair to torture him after he’s had a stressful day at the office. “The animals make me laugh every single day,” she said: a sentiment echoed by Morag and Janice – and even Ruby.
When I asked Morag what made her business stand out, she was very clear: service, service, and service. “We want our clients to value our service so much that they can’t live without us.” Each animal receives individual attention, rather than being grouped together with large packs of dogs walking with one person. Morag and her staff develop a plan for the animal’s care that is
customized to each situation. This can even include providing insulin shots when needed. They provide each client with a “baby book” and the pet sitters write in it at the end of each day. “We tell them about funny things the dog did, if we noticed a change in their health status, or if there were any other things the owners might like to know” said Deb who blushed when she recalled having to explain in the baby book that the pink threads she had pulled from one dog’s mouth turned out to be the daughter’s thong. When clients are away, the staff will routinely pick up mail and the local paper and will, within reason, water potted plants. “It’s the little extras that make all the difference,” said Morag. “We are very flexible and we understand that if people are sick or unexpectedly at home, they might not need us that day. We don’t charge for last minute cancelations.” She has hired staff who share her values around service and who love animals as much as she does. “It’s a 24/7 business,” Morag said “We have to be there for our clients, no matter what the reason.” On Mother’s Day, Deb recounted going to visit her Mom and then having to come back to take a dog for a walk.
Her own celebration had to wait until well into the evening. “Success isn’t complicated,” they all agreed. “You have to love what you do, you have to be clear about what you do, and you must convey that love and clarity through the commitment you show day in, day out. The clients have to come first.” Ruby seemed to agree as she gave Morag one more kiss.
Next month, I would like the opportunity to share some thoughts from other Chamber members who are doing innovative or even quirky things in these times of uncertainty. If you have an interesting story you would like to share with the business community, please let me know and we can schedule time for an interview. I can be contacted at (905) 466-6340, at the Chamber office or at
peter@theirisgrouponline.com.
Peter Dickens is a member of the Chamber Board and Principal of The Iris Group, a boutique consulting firm specializing in personal and organizational change strategies.