Status: U Return-Path: Received: from noehlo.host ([127.0.0.1]) by mx-laughing.atl.sa.earthlink.net (EarthLink SMTP Server) with SMTP id 1kl2mb2aq3Nl36H0; Mon, 21 Jul 2008 16:51:43 -0400 (EDT) Received: from wsmarth-pelt.pas.sa.earthlink.net ([207.217.120.144]) by mx-laughing.atl.sa.earthlink.net (EarthLink SMTP Server) with ESMTP id 1kl2mb7gK3Nl36H0 for ; Mon, 21 Jul 2008 16:51:43 -0400 (EDT) Received: from domrl-brush.atl.sa.earthlink.net ([207.69.231.198]) by wsmarth-pelt.pas.sa.earthlink.net with smtp (Exim 3.36 #4) id 1KL2MB-0006cS-00 for merileek@earthlink.net; Mon, 21 Jul 2008 13:51:43 -0700 X-ELNK-Loop: merileek@kerncommunications.com Received: from dukecmmtar01.coxmail.com ([68.99.120.48]) by domrl-brush.atl.sa.earthlink.net (EarthLink SMTP Server) with ESMTP id 1kl2m87MV3Nl5vE0 for ; Mon, 21 Jul 2008 16:51:40 -0400 (EDT) Received: from merilee07cf8a9 ([68.15.13.44]) by dukecmmtar01.coxmail.com (InterMail vM.6.01.06.01 201-2131-130-101-20060113) with SMTP id <20080721205140.GBCL25430.dukecmmtar01.coxmail.com@merilee07cf8a9> for ; Mon, 21 Jul 2008 16:51:40 -0400 Message-ID: <225a01c8eb73$9508d6d0$0201a8c0@merilee07cf8a9> Reply-To: "Merilee:::Kern Communications" From: "Merilee:::Kern Communications" To: Subject: The Record (NJ) Date: Mon, 21 Jul 2008 13:51:42 -0700 MIME-Version: 1.0 Content-Type: multipart/related; boundary="----=_NextPart_000_2256_01C8EB38.E8675080"; type="multipart/alternative" X-Priority: 3 X-MSMail-Priority: Normal X-Mailer: Microsoft Outlook Express 6.00.2900.3138 X-MimeOLE: Produced By Microsoft MimeOLE V6.00.2900.3198 X-ELNK-AV: 0 X-ELNK-Info: sbv=0; sbrc=.0; sbf=00; sbw=010; This is a multi-part message in MIME format. ------=_NextPart_000_2256_01C8EB38.E8675080 Content-Type: multipart/alternative; boundary="----=_NextPart_001_2257_01C8EB38.E8675080" ------=_NextPart_001_2257_01C8EB38.E8675080 Content-Type: text/plain; charset="iso-8859-1" Content-Transfer-Encoding: quoted-printable http://northjer.planetdiscover.com/sp?eId=3D100&gcId=3D14037665&rNum=3D1&= url=3Dhttp%3A%2F%2Fwww.northjersey.com%2Fbusiness%2FNorth_Jersey_fertile_= ground_for_pampering_pooches_cats.html&siteIdType=3D2 -------------------------------------------------------------------------= ------- North Jersey fertile ground for pampering pooches, cats =20 Saturday, July 19, 2008 BY JOAN VERDON STAFF WRITER Deborah Jack of Fort Lee worked on Wall Street for 20 years before she = found an investment opportunity she got excited about. It's an = investment, she says, with lots of growth potential, low start-up costs, = and legs - and it lets her spend time with her favorite creatures - the = four-legged kind. Jack left Wall Street to become one of North Jersey's first Fetch Pet = Care franchise owners. Her business serves busy pet owners willing to = pay a premium for dog walkers, cat sitters and various kinds of pet = pampering. Jack's customers include Josh Rosoff, a West New York resident who pays = Fetch about $300 a month to provide weekday walks for his beloved dog = Jessie, a Labrador mix he adopted from the North Shore Animal Shelter on = Long Island. Rosoff, who often works 12-hour days in Manhattan as a tax = consultant, considers his dog-walking expenses money well-spent. "Dogs love you so much, you like to take care of them the best you can," = he said. "And fortunately, I'm in a position where I can do that, so I = like to think I provide her with the same life that I would ask someone = else to provide me with." There are millions of Americans who feel the same, and their numbers are = growing. The American Pet Products Manufacturers Association estimates = 63 percent of U.S. households - more than 71 million homes - contain = pets, up from 56 percent 20 years ago. Total U.S. spending on pets has = increased by at least $1 billion a year every year for the past decade, = and has averaged annual spending increases of 6 percent to 8 percent. = This year, pet expenses are expected to top $43 billion. Paul Mann, who started the California-based Fetch Pet Care franchise = network in 2004, said the "aha!" moment that alerted him to the profit = potential of a pet-sitting business came when he was looking for pet = care for his own pets and couldn't find a reliable sitter. Mann said he = realized that "two-thirds of all households have pets, and yet there's = no reliable brand that provides professional, loving care across all the = country." Mann, who previously founded and later sold a high-tech job = placement firm and an Internet software company, then set out to create = such a brand. Fetch now has 180 franchisees in 34 states, employing a network of 2,600 = dog walkers and sitters. Mann said the company expects to double the = number of pet sitters and walkers in the network by the end of this = year, and to have 10,000 Fetch workers around the country by the end of = 2009. Pet care is among the fastest-growing industries in America, and it is = expanding in the midst of an economic slowdown. Publicly traded PetSmart Inc., the country's largest retailer specializing in pet products and services, = with more than 1,000 stores, enjoyed 11 percent sales growth in 2007, = for total sales of more than $4.6 billion. Its pet services division, = which includes pet grooming shops and PetsHotel boarding kennels, grew = 22 percent during the year. "What's really driving this is we've got a lot of baby boomers and = dual-income-family households who are spending lavishly on their pets," = Mann said. "They're treating them as family and there is no apparent = slowdown in the industry." The slowdown in the general economy, however, has helped Mann sell Fetch = franchises, he said. The news of layoffs, buyouts, and corporate = cutbacks are causing people to leave more traditional jobs and go into = business for themselves as pet-care providers, he said. Franchisees pay a $12,000 franchise fee, which allows them to use the = Fetch name and receive the Fetch training materials. It also gives them = access to custom Fetch software that helps them do criminal background = checks on employees and manage their payroll. The franchisees also pay a = 5 percent royalty fee on their revenue and contribute 1 percent to a = national advertising fund. Fetch has four franchise owners based in North Jersey and Mann says = North Jersey is a prime target for his company. "North Jersey is really = a great demographic for us because it's affluent," he said. "There are a = lot of folks who work in New York City and commute into the city. These = are people who really love their pets, who treat them like family = members." The affluent pet owners Fetch is targeting are willing to pay $16 to $20 = for a walk, $45 to $55 per day to have their pets spend the night in a = sitter's home, and $50 to $65 to have a dog sitter or cat sitter stay in = their homes, so Fido or Pooch never have to leave familiar surroundings. Franchisee Jack, whose Fetch employees care for pets in apartments along = North Jersey's Gold Coast, from Fort Lee to Jersey City, had one client = who said his cat would not eat unless someone was stroking the animal. = "So we went in and stroked the cat so she would eat," Jack said. Jack, like Mann, realized that there were profits to be made in pet care = when she was looking for care for her own animal. Her cat had developed = diabetes and the stress of finding someone to give the animal twice = daily shots was so great that she was considering quitting her job. "The = absurdity of quitting a gazillion-dollars-a-year job just because I = couldn't find someone to administer a shot to my pet struck me," she = said. She learned about Fetch, sent away for the information package, and = signed up. She said she believes her franchise has the potential to = become a "multimillion dollar business" and to earn her an income in the = six figures. She said some of her more active dog walkers and sitters = earn more than $3,000 a month. Mann said the average Fetch franchisee usually starts grossing $8,000 to = $10,000 a month after being in business for four months. Nick Lygnos, who opened Troy's Stay and Play, a luxury boarding kennel = in Ridgefield 3=BD years ago, said his target customer is the pet owner = who considers his or her pets members of the family. His kennel has extra-large pens for dogs and "cat hotels" with scratch = posts and climbing perches and a multimillion-dollar pen-cleaning and = air-freshening system. His customers pay between $30 and $75 a day to = board dogs and $25 to $40 to board cats, and extra for additional walks = and play time. He said he hasn't seen pet owners start to skimp on boarding care = because of the economy, although some of his customers appear to be = taking shorter vacations this year, he said. For the Fourth of July = weekend, he was busy with 42 dogs and 11 cats. He says he'll cut back on his own food - have one slice of pizza for = lunch instead of two - rather than reduce the $7 a day he spends on = special food for his dog. "You know how it is, the pets become like four-legged children," Lygnos = said. "I do have a lot of customers that are like that - that will = tighten their belt just so their pet can still have that happy pet = lifestyle that they're used to." ------=_NextPart_001_2257_01C8EB38.E8675080 Content-Type: text/html; charset="iso-8859-1" Content-Transfer-Encoding: quoted-printable
http://northjer.planetdiscover.com/sp?eId=3D100&gcId=3D14037665= &rNum=3D1&url=3Dhttp%3A%2F%2Fwww.northjersey.com%2Fbusiness%2FNor= th_Jersey_fertile_ground_for_pampering_pooches_cats.html&siteIdType=3D= 2
 
 
North Jersey = fertile=20 ground for pampering pooches, cats
 
 
Saturday, July 19, = 2008
BY JOAN VERDON
STAFF = WRITER
 
Deborah Jack of = Fort Lee=20 worked on Wall Street for 20 years before she found an investment = opportunity=20 she got excited about. It=92s an investment, she says, with lots of = growth=20 potential, low start-up costs, and legs =97 and it lets her spend time = with her=20 favorite creatures =97 the four-legged kind.

Jack left Wall = Street to=20 become one of North Jersey=92s first Fetch Pet Care franchise owners. = Her business=20 serves busy pet owners willing to pay a premium for dog walkers, cat = sitters and=20 various kinds of pet pampering.

Jack=92s customers include Josh = Rosoff, a=20 West New York resident who pays Fetch about $300 a month to provide = weekday=20 walks for his beloved dog Jessie, a Labrador mix he adopted from the = North Shore=20 Animal Shelter on Long Island. Rosoff, who often works 12-hour days in = Manhattan=20 as a tax consultant, considers his dog-walking expenses money=20 well-spent.

=93Dogs love you so much, you like to take care of = them the=20 best you can,=94 he said. =93And fortunately, I=92m in a position where = I can do that,=20 so I like to think I provide her with the same life that I would ask = someone=20 else to provide me with.=94

There are millions of Americans who = feel the=20 same, and their numbers are growing. The American Pet Products = Manufacturers=20 Association estimates 63 percent of U.S. households =97 more than 71 = million homes=20 =97 contain pets, up from 56 percent 20 years ago. Total U.S. spending = on pets has=20 increased by at least $1 billion a year every year for the past decade, = and has=20 averaged annual spending increases of 6 percent to 8 percent. This year, = pet=20 expenses are expected to top $43 billion.

Paul Mann, who started = the=20 California-based Fetch Pet Care franchise network in 2004, said the = =93aha!=94=20 moment that alerted him to the profit potential of a pet-sitting = business came=20 when he was looking for pet care for his own pets and couldn=92t find a = reliable=20 sitter. Mann said he realized that =93two-thirds of all households have = pets, and=20 yet there=92s no reliable brand that provides professional, loving care = across all=20 the country.=94 Mann, who previously founded and later sold a high-tech = job=20 placement firm and an Internet software company, then set out to create = such a=20 brand.

Fetch now has 180 franchisees in 34 states, employing a = network of=20 2,600 dog walkers and sitters. Mann said the company expects to double = the=20 number of pet sitters and walkers in the network by the end of this = year, and to=20 have 10,000 Fetch workers around the country by the end of = 2009.

Pet care=20 is among the fastest-growing industries in America, and it is expanding = in the=20 midst of an economic slowdown.

Publicly traded PetSmart Inc.,=20 the

country=92s largest retailer specializing in pet products and = services,=20 with more than 1,000 stores, enjoyed 11 percent sales growth in 2007, = for total=20 sales of more than $4.6 billion. Its pet services division, which = includes pet=20 grooming shops and PetsHotel boarding kennels, grew 22 percent during = the=20 year.

=93What=92s really driving this is we=92ve got a lot of = baby boomers and=20 dual-income-family households who are spending lavishly on their = pets,=94 Mann=20 said. =93They=92re treating them as family and there is no apparent = slowdown in the=20 industry.=94

The slowdown in the general economy, however, has = helped Mann=20 sell Fetch franchises, he said. The news of layoffs, buyouts, and = corporate=20 cutbacks are causing people to leave more traditional jobs and go into = business=20 for themselves as pet-care providers, he said.

Franchisees pay a = $12,000=20 franchise fee, which allows them to use the Fetch name and receive the = Fetch=20 training materials. It also gives them access to custom Fetch software = that=20 helps them do criminal background checks on employees and manage their = payroll.=20 The franchisees also pay a 5 percent royalty fee on their revenue and = contribute=20 1 percent to a national advertising fund.

Fetch has four = franchise owners=20 based in North Jersey and Mann says North Jersey is a prime target for = his=20 company. =93North Jersey is really a great demographic for us because = it=92s=20 affluent,=94 he said. =93There are a lot of folks who work in New York = City and=20 commute into the city. These are people who really love their pets, who = treat=20 them like family members.=94

The affluent pet owners Fetch is = targeting are=20 willing to pay $16 to $20 for a walk, $45 to $55 per day to have their = pets=20 spend the night in a sitter=92s home, and $50 to $65 to have a dog = sitter or cat=20 sitter stay in their homes, so Fido or Pooch never have to leave = familiar=20 surroundings.

Franchisee Jack, whose Fetch employees care for = pets in=20 apartments along North Jersey=92s Gold Coast, from Fort Lee to Jersey = City, had=20 one client who said his cat would not eat unless someone was stroking = the=20 animal. =93So we went in and stroked the cat so she would eat,=94 Jack=20 said.

Jack, like Mann, realized that there were profits to be = made in pet=20 care when she was looking for care for her own animal. Her cat had = developed=20 diabetes and the stress of finding someone to give the animal twice = daily shots=20 was so great that she was considering quitting her job. =93The absurdity = of=20 quitting a gazillion-dollars-a-year job just because I couldn=92t find = someone to=20 administer a shot to my pet struck me,=94 she said.

She learned = about=20 Fetch, sent away for the information package, and signed up. She said = she=20 believes her franchise has the potential to become a =93multimillion = dollar=20 business=94 and to earn her an income in the six figures. She said some = of her=20 more active dog walkers and sitters earn more than $3,000 a = month.

Mann=20 said the average Fetch franchisee usually starts grossing $8,000 to = $10,000 a=20 month after being in business for four months.

Nick Lygnos, who = opened=20 Troy=92s Stay and Play, a luxury boarding kennel in Ridgefield 3=BD = years ago, said=20 his target customer is the pet owner who considers his or her pets = members of=20 the family.

His kennel has extra-large pens for dogs and =93cat = hotels=94=20 with scratch posts and climbing perches and a multimillion-dollar = pen-cleaning=20 and air-freshening system. His customers pay between $30 and $75 a day = to board=20 dogs and $25 to $40 to board cats, and extra for additional walks and = play=20 time.

He said he hasn=92t seen pet owners start to skimp on = boarding care=20 because of the economy, although some of his customers appear to be = taking=20 shorter vacations this year, he said. For the Fourth of July weekend, he = was=20 busy with 42 dogs and 11 cats.

He says he=92ll cut back on his = own food =97=20 have one slice of pizza for lunch instead of two =97 rather than reduce = the $7 a=20 day he spends on special food for his dog.

=93You know how it is, = the pets=20 become like four-legged children,=94 Lygnos said. =93I do have a lot of = customers=20 that are like that =97 that will tighten their belt just so their pet = can still=20 have that happy pet lifestyle that they=92re used=20 to.=94
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