Franchise QB

Episode 54: Amy Addington- Co-Founder and President, Woofie's

• Mike Halpern • Season 1 • Episode 54

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In this episode of the Franchise QB Podcast, host Mike Halpern speaks with Amy Addington, Co-Founder and President of Woofie's, about her journey in the pet care industry. 

They discuss the founding story of Woofie's, its growth and expansion, revenue generation strategies, the ideal profile for franchise owners, and the benefits of a mobile grooming franchise. 

Amy shares insights on training and ongoing support for franchisees, industry trends, and offers advice for aspiring entrepreneurs looking to enter the pet care space. The conversation highlights the importance of passion, community engagement, and the evolving landscape of pet services.

Takeaways

-Woofie's was founded out of a personal need for pet care services.
-The business grew through word of mouth and grassroots marketing.
-Mobile grooming provides a recurring revenue model for franchise owners.
-Building relationships with clients is crucial for growth.
-Franchise owners come from diverse backgrounds and experiences.
-Passion for animals is essential for success in the pet care industry.
-Logistics and scheduling are key components of the business.
-Collaboration among franchise owners enhances the overall system.
-The pet industry continues to grow, driven by humanization of pets.
-Finding a mentor can significantly impact success in entrepreneurship.

Chapters

00:00 Introduction
01:14 The Founding Story of Woofie's
03:53 Growth and Expansion of Woofie's
08:01 Revenue Generation in Pet Care Services
09:55 Ideal Franchise Owner Profile
11:46 Benefits of Mobile Grooming Franchise
14:08 Franchise Operations and Support
17:02 Training and Ongoing Support for Franchisees
19:50 Industry Trends and Future Outlook
24:02 Advice for Aspiring Entrepreneurs
26:49 Investment and Financial Overview
30:04 Conclusion

https://www.woofies.com/

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Mike Halpern, CAFC
mike@franchiseqb.com

This is the Franchise QB Podcast, where we empower entrepreneurs to win big in franchising. We huddle up weekly to educate our audience about the most successful small business model ever created. Franchise it! Welcome to the Franchise QB podcast. I'm your host, Mike Halpern, a 20 year industry veteran and entrepreneur. My mission is for listeners to achieve their American dreams of creating wealth and independence through franchise ownership. Every week we speak with franchisees, franchisors or vendors that support the industry. Thank you for joining us and let's get started. Joining us on the huddle today is Amy Addington, president and co-founder of Woofie's, an Authority Brands company. Welcome to the show, Amy. Thank you so much. Thanks for having me. Yeah, it is great to have you. you and your business partner, Leslie, co-founded Woofie's back in Ashburn, Virginia, back in 2004, which is only one county over from where I live. So I'm very familiar with Ashburn. Then your location became corporate owned when Authority Brands, who is a leader in home services franchises, They stepped in and made an acquisition back in early 22. And at that point, it became a corporate owned unit. And then your former partner partnered up with another franchisee and kind of converted that into a franchise location, which is really interesting. And you relocated down to Florida, Delray Beach, last summer and opened up your own Woofie's down there in Delray. I'd love to kind of hear your story of kind of how you and your partner founded it and we'll get into the brand here in a minute. Sure. Thanks again for having me. And yeah, just thinking about Whoopi's when we started, and I can't believe it's been 20 years. Last month it was 20 years. But you know, I always tell people we didn't invent the concept of dog walking or grooming. But how it started was just being a consumer. Wesley and I lived right across the street from each other. We both had pets. We both had struggles trying to find really good pet care while we were traveling. And neither of us wanted to go the route of the traditional kennels. But also when you're handing over keys to your home and access to your alarm system, you need to have that personal connection and that trust in a company. And so we felt that there was a definite need for a service like that. And that's really how we started is the pet sitting dog walking side in 2004. We were out there in the early days doing the walks, doing everything. then, you know, over time bringing on trusted pet sitters, you know, people that we knew and that we trusted to represent us. And we built up our pet sitting business and for several years. And over that same time, we had a lot of clients asking us about mobile grooming. and nobody was really doing it in our community at the time. So we launched our grooming business in 2011. And so what we found was once we had those two lines of services, the pet sitting, dog walking, and the mobile grooming is really where we saw a lot of growth in the business because everything's really predicated on that relationship with the client. Yeah. So, I mean, you kind of answered my question. I was going to ask you what these is, but clearly you've told us kind of your services, which is great. And I, see your vans all over Northern Virginia. I'm certainly familiar with the brand. So tell us about your background in the pet care industry. I mean, it sounds like you guys just jumped right into it because you saw there was a demand for the service. You couldn't find a provider. And you're like, hey, let's do this on our own. That's exactly it. I was in telecom for about 12 years. So I did the corporate route. And I always wanted to have my own business. I always had a passion for animals ever since I was a little girl. And then as an adult having pets of my own, realizing that there was a real demand for that type of service. So Leslie and I literally quit our corporate jobs and put the business plan together and just launched the business. And this was back in 2004. So before social media, digital marketing, all the things that we have access to now. We really built the business on word of mouth referrals, grassroots marketing. But it was a great time. I always tell the story our first day, we literally walked two dogs for $10. So to go from a six figure corporate job and the stability of corporate to splitting a $10 dog walk was super humbling, but couldn't have been happier to do it. Those are the humble beginnings. And what's kind of interesting is like fast forward to today and I had a candidate recently looking in the pet care space that lives in Ashburn and she goes, I want a Woofie's. And I'm like, you can't get a Woofie's because that's their corporate founding location. And she's like, well, then I have to look at something outside of the pet care space because they do it so well that I don't want anything else. And I was like, that's a pretty good. I love to hear that. That's amazing. Super cool. So what does set Woofie's apart from other pet care services? You're obviously not the only one in the space. So what makes guys different? We are the first, especially of a franchise brand to have the two lines of services. not having a pet sitting and dog walking along with the mobile grooming piece. So I think that right there is a big differentiator because once we establish that relationship and trust with the client, you know, we can layer on the additional services for them. But I would also say just the approach that we take is keeping everything hyper local and highly personalized B2C personal business. We're at homes, we are caring for are members of the family members of the family. And that one on one care, important and really that we really try to match the right pet or the right groomer the customer and also to make sure it's the best experience for the pet where they're most comfortable. Well, my dog Madison, she's off camera, but she's sleeping next to me and hopefully she'll behave. She's usually pretty good. need to get her in the What's that? We need to get her in the mobile pet spa. Yeah, I got to tell you when I take her to get her nails trimmed, she's a short hair breed. So she doesn't require a ton of grooming per se, but she does not like going to the the place to go get her nails trimmed. I think your service would reduce a lot of anxiety for the pet and the pet parents, at least in our case. So how does a Woofie's franchise owner generate revenue? You mentioned that there's pet sitting, there's walking, there's grooming. How does that kind of break down? I know it differs from location to location, but overall, what do the revenues look like between those three categories? It does differ. And also I think part of it depends on the longevity of the location. You know, with the mobile grooming, it's very visible. People see the van, the van's driving around the community. We're doing all of the events. And also with digital ads, with digital marketing, you know, a lot of people are typing in, you know, looking for a mobile groomer. So I think that is usually where clients find us first. but I think over time is where we see the pet sitting really growing because all of that is based on relationship. It's based on, you know, working with the owner, seeing them out in the community, seeing them at events. Our brand is a very visible brand. That's a very big piece of our culture. And kind of, think also what makes us unique is, you know, we're out there going to the farmer's markets or doing yappy hours or. going to the shelter to do free baths and grooms for the pets. And that's also where we build a lot of our relationships and also just networking with other companies in our community as well. I think, you know, to answer your question, you'll see different locations. Some have a higher percentage of pet sitting clients versus grooming. Sometimes it might start off higher on the grooming side, but then the pet sitting kind of comes up and it evens out. It really just... depends, but I think the more the franchise owner is out there in the community and building those very important relationships, that's where you see the growth on both sides coming up. Yeah. And I can see how it's an interesting point you make about when the van is outside and they're doing a routine grooming, whether it's monthly or whatever the timeframe is, after a while, there's a trust that you guys show up in time, you do a good job, they're friendly. And then it kind of opens the door to those services that people are a little bit. you know, more reluctant to do because they don't have that relationship. They don't have the trust. So I can see when you earn it, then it opens the door if there's other revenue streams for a franchise owner. Absolutely. And I the mobile concept because we can go out to the owners. We're not sitting at a brick and mortar dependent on people to come to us. It's really, you know, I always tell the franchisees, you know, it's this community is yours. Get out into the community and you know, meet the people, be out, be present and go do the events. And that's really where people do start seeing you. So they start recognizing the Woofie's brand. And yes, when you see the van parked at your neighbor's house each month, if your neighbor's trusting them, typically they're going to have that comfort level to reach out to you. Yeah, that makes a whole lot of sense. So who is the ideal candidate to be a franchise owner? I'm assuming that, you know, some type of passion for pets. is probably a pretty good thing to have. But who are you guys looking for? Well, it's interesting when you look at our franchise owners today, we have a lot of couples. We have some that are younger, some that are in their second phase of their, you know, leaving corporate and really want to go out into business on their own. So I don't think it's a one size fits all as far as experience. And I actually like that. I like that our owners come from very diverse backgrounds because They all kind of bring a unique perspective, which I fully embrace and I love that part of being in a franchise system. But I would say, some of the key characteristics, mean, number one, obviously, you've got to have a passion for animals. This is, it comes through when you have that passion for animals. Clients will absolutely see through that and they have to feel that and have to have that trust as a company that they're going to work with. But passion for animals is not enough. You are really running. a business that is very scalable and can ultimately consist of a fleet of mobile grooming vehicles and a large team of pet sitters and dog walkers. So I think from a management of people, you really need to be able to build a team, cultivate that culture, retain the team. You're only as good as your service providers, the team members that are on your team. So It's really important to not only bring people into your team, but create that career path for them, create a great home where they want to stay and work at Whoopi's for a long time. And I think also, you you need to have the logistics piece. We're all about scheduling. We want to be compassionate in our scheduling, especially for our groomers. But you also have to be mindful of the logistics. The longer the pet sitters are driving, the groomers are driving the van. they're not making money. So we want to be very mindful that we're being very accurate with the scheduling for them, but also taking into account what I talked about earlier is making sure we are teaming up the right sitter or the right groomer with the right client. So it's a good balance between those two. So you spoke before about like the mobile side being a lot more flexible than just a brick and mortar. What are some of the other benefits of franchising with a mobile grooming franchise like Woofie's? Well, I think again, going back to the multiple lines of revenue, you so not just the mobile grooming, but being able to layer in the pet sitting and dog walking. Also, mobile grooming is a recurring revenue model. We put our clients on what's called a Wolf Pack. And so we book them out a year in advance. And that's one of the key benefits of being part of the Wolf Pack is having that priority scheduling. Because think about all the pets know, you know, know Maddie doesn't need, you for example, grooms, but doodles are everywhere. There are so many pets out there that do need the ongoing grooming, whether it's every four weeks, five weeks, six weeks. I have a client in Delray that has an appointment every week and we have clients like that in our other locations. you know, having that recurring revenue model is really important for our franchise owners. Yeah, that's one of the questions I get asked all the time is, you know, let's eliminate anything that doesn't have recurring revenue and that leaves brands like Woofie's in play, which is great. So, so tell me about like the total team, like what's the office look like, the staff, the equipment, what do you guys use to kind of launch a Woofie's franchise? Sure. For our franchise owners, we utilize the CRM system called Friend Connect. So that's where we house. I'm sure obviously very familiar, we have that. rest room each other. I know that. But we're in-house, you know, all the operations manual, but also all of the documents, everything that we can possibly put together, training materials, train the trainer, everything that we have is in Frank Connect for the owners. We also have TORTAL, which is our LMS system. So again, anything that we can help our owners who need to train their team members, we're constantly adding to that. We do have a CRM system that's customer facing. So we have a great CRM system that our franchise owners are set up with. And that's how they communicate with the clients. They do all the scheduling. It's their sitter communication portal. It's their invoicing. It's their commission. So everything's really wrapped up into this CRM system that we use. So we make sure that we give our franchise owners all the tools that they need. From a staffing standpoint, it depends. have several owners that are digging in as the owner operator from the very beginning, kind of getting their hands on all parts of the business. But obviously, you need to hire your groomer, a bather, your pet sitters, your dog walkers. And then, also, you start building your back office team to be able to handle phone calls and emails. So a lot of it kind of depends how involved the owner is from the very beginning. And we always tell them, figure out the parts of the business that you're going to do, and then let's work and figure out the other pieces that you need. For example, social media, our business is very dependent on social media because that's where you get the word of mouth, the referrals. And we have some owners that don't wanna touch it. They just, they're not as comfortable dealing with all the social media. And you might have a great pet sitter on your team that is great with social media. That's a great way to bring in a really great pet sitter, have them work for you, but they could also play another role within your company and handle a piece of the daily operations that maybe you can't or don't want to do. Okay. Well, correct me if I'm wrong, but it sounds like you are open to both the owner operator model as well as the GM model, because I know when you relocated after 20 years of running your shop up in Ashburn, You launched the one down in Delray, but you also have the role as brand president, so you can't be in there day in and day out running the business. So you have a GM model at your location, correct? Absolutely. And that was the only way I could do it. mean, I, especially with the growth that we have as the franchisor, and that is a thousand percent priority. I was able and very fortunate to bring on a really strong general manager. And then we also are bringing on a part-time admin and then she's hiring. the groomers and managing the groomers and the pet sitters and dog walkers. So the two models work. You just have to understand what is needed, especially from the capital standpoint and time standpoint. And so we work with our owners on that. Very cool. So what are some of the innovations or strategies that you're implementing to kind of enhance franchise operations? We look at a lot of things. We're constantly figuring out how can we better support our franchisees and what tools can we provide them with? I mean, at its core, a big piece of what we do and what's a big part of our culture is just collaboration within our franchise owners. I want them to leverage the value and all the benefits of being part of a franchise system. put a lot of tools in place. have Wolf Chat Wednesdays every Wednesday that all of our owners join. We have monthly marketing operations town halls. So we're really trying, we have a Woofie's owners Facebook group where they're in there talking about, know, whether it's challenges or, I'm to do this or this is a great win I had and they're sharing it with everybody. So I think that's really important. We're just kind of always looking at also partnerships, you know, what are some different things that we can do for our franchise owners to arm them with better services when they are out there talking to their owners. So for example, partnering with the farmer's dog. I don't know if you're familiar with that. Yeah, I've seen the commercials. Yeah, yeah, they have the best commercials. But ancestry.com for the dog DNA kits. have, you know, the Vet Telehealth service. So we have 24 seven access to Vet Telehealth that's added to our services. So I think we're trying to be unique in that sense of what else can we do? to better support our franchisees, but what else can we do to give them more tools when they do go out to bring on those customers and more importantly to retain those customers? Yeah, and I really love the fact that you, from a franchisor standpoint, really encourage collaboration between your owners with the chats because that's been a trend I've noticed. I've been in franchising about as long as you've had your shop and... You know, it used to be that there was kind of the separation of church and state where the franchisees not were discouraged, but there wasn't really encouragement from the franchisor for them to collaborate. And the fact that I just think in the last five years or so, technology's enabled people to get together and communicate and share wins and losses and challenges. I think it just makes the system better, you know, because it brings problems to the franchise or quicker and they can resolve them. all that, so I'm really glad that you guys are utilizing that and it's working out well for you, so that's awesome. So talk a little bit about the training and ongoing support a Woofie's franchise owner can expect. So they decide this is the right fit, we're coming on board, we're gonna start training. What's that all look like? Sure, when somebody does come on board, the first thing they'll do is go through our onboarding process. We've got about 100 items to go through and make sure that kind of dotting all the I's, crossing all the T's, getting all their license, insurance, all that stuff. Midway through the onboarding process, they start the four week virtual pre-training. It's two sessions a week. And that's where we go through and really start prepping them on the early parts of their business, what they're going to need to be doing. So that's four weeks. And then once they complete the four week virtual training, they come to Ashburn and they go through one week of in-person training. And really, I really love this piece because everything is very hands-on. We're getting their hands on the CRM system, going through real life scenarios, looking at the day-to-day operations. We do a train-to-trainer, how to train your pet sitters. They go through an actual pet sitter training, so they see what your pet sitters are gonna go through. We do role plays, if we can, go out on real life. client consults because we do a new client consult every time a pet sitting customer comes on board. We have them work with a groomer and spend time and actually go through the entire grooming process with some pets because that's really important for them. They're gonna be hiring groomers and bringing them onto their team. We're not asking our owners to be groomers, but they need to understand groomers and they need to understand. what a grooming process looks like from a scheduling standpoint, from a management standpoint. They also go through a pet first aid CPR training. So they go, which everybody loves. They always say it's very eye-opening. So we try to keep it as very hands-on as possible when they come in, because we recognize they're taking a week away from their family. That's an expense they're incurring. We want to make sure it's fully a great use of their time. But to me, the real training especially starts post the in-person and that's where we have typically nine weeks, but it could be more. We'll do weekly calls and weekly training sessions as long as our owners need. And that's where we really focus on where they are in their business. Week one after the in-person training, might be heavily typically are heavily focused on starting to hire their first round of pet sitters and groomers. So maybe we focus quite a bit on the recruiting piece and the onboarding of new employees. But as each week goes by, maybe they're starting to do their new customer consults or they do their first payroll run, they do their first invoicing to their clients. So we work with them every step of the way as they go through their business. I know when we first started years ago, we used to do a full two week training in person and we just- That's a lot. Everything to them and it just we after the first time we realized like it's too much you're trying to go so much at them and They don't need to know how to invoice customers before they even started hiring a pet sitter So because it's out of context for them because they haven't done it yet And the fact you have these online tools to get them prepped to really like leverage the time that they're spending with you in person I think that's probably a good one to punch Yeah, absolutely Very cool. Training is ongoing. mean, we do, even our Wolf Chat Wednesdays, there's always a different topic every week. But we really want to consider the support ongoing and at the risk of sounding corny, we do look at it as a partnership. Like you really have to have that mindset if you're going to be a responsible franchisor. And we owe that to our owners. We really do. So. Yeah, that's great. And that's awesome that that comes from the top. So what are your thoughts on the industry, like trends that you're seeing 2025 and beyond? I mean, you've seen that there's more demand for the service. What are your thoughts on that? Yeah, I mean, the pet industry is so interesting because it's just growing year after year, even going through COVID and going, you know, when you look at the pet industry and, you know, I know The pet sitting companies had some struggles early on, obviously during COVID, but that's also where we saw massive growth with the mobile grooming piece. And I think we're just going to continue seeing the growth. mean, pets are members of the family. You we always talk about just, it's the ongoing humanization of our pets. mean, I'm down here in Delray. When you see a stroller, it's a little Yorkie or a little dog. They're here in Shantilly too. Yeah. And so, you you see a lot of growth. growth in all sectors of the pet industry from food, from the veterinarian side, the services side, the product side. So I don't see that changing. If anything, I just see constant growth. So I'm very, very excited about that. I think also, I think there's more of a focus on the ongoing health and wellbeing of pets and how important that is. Grooming, for example, I think we see a lot of growth in grooming, not only because almost everyone's a doodle these days, but grooming isn't just to make a dog look cute and smell pretty and put some clothes in her hair. It really is for their ongoing health and wellness. So I think we'll continue seeing a growth, you know, definitely on that. And I think you also see another trend of more of that one-on-one and kind of getting away. sometimes from the big box or from those brick and mortars because pets are so incredibly important and every these pets have very unique needs. even after COVID, know, a lot of these pets have been with their owners 24 seven. And now we're seeing a trend of people having to go back into the workforce. And so either business owners need to get on board and let the pets come into the workspace or. or there's more of a need to take care of their pets while the owners are going back to work. So I think that's another trend that we're seeing a lot of. And another trend is definitely more businesses are becoming pet friendly. The hotels and restaurants, you're just starting to see more of that. And I think that's wonderful. love to see, mean, Delray, you can't go anywhere without seeing. dogs everywhere, which is why I fell in love with this place. Yeah, no, and I agree that trend is here as well. So it sounds like it's a nationwide phenomenon. Absolutely. So what advice would you give to aspiring entrepreneurs that want to get into ownership and they're interested in the pet care industry? I would, my biggest advice is seriously look into it. I don't think so many people realize that you can have a career in a pet space. don't think, you know, I think sometimes people are like, that's very cute. That's nice hobby. You walk dogs or that's with grooming and it's an incredible business to get into. So find a good mentor, you know, find people that will work with you and to help you build your business. I was very fortunate. I had so many incredible mentors when we started franchising and that was so important for me and it just, made such a big difference. But I think Back to like 2004 when Leslie and I quit our corporate jobs and started Woofie's, so many people, our neighbors, thought we were crazy. they just, and if we had let that really get to us, maybe we wouldn't have done Woofie's. So I would say truly explore that as an option and find some really great people to work with you, because there are great people out there that will mentor you. That's really good advice. So going back to the business of starting a Woofie's, what does it cost to start a Woofie's franchise? Like the cost to lease the vans, wrap them, like hire your staff, franchise fees, like all the kit and caboodle, what's the ballpark we're looking at? Yeah, we have the initial investment. It ranges from 160 to about 275. A bulk of that is, you know, you're to be your mobile grooming fan, which there are great options. you know, that you can look at for financing it. We work with an amazing company, Wagontails, that is the top company in the industry for producing a mobile grooming vans and they're turnkey. they, everything from financing to building it out, to wrapping it for you. So they're an amazing partner. But some of it also, you know, we have that range for the initial investment part of it depends. Are you the owner going to put into sweat equity in the early days or are going to hire a GM? Are you going to go into a find a space to park your van? You know, all these different factors kind of come into play. There is some flexibility with that, you know, and we try to be very flexible with our owners. So that's why we give the range for the initial investment. Yeah. And I mean, that's a really affordable. total investment when you look at the fact you don't have a brick and mortar lease, you don't have that ongoing obligation to pay rent. So that's pretty cool. And I know that like there are some parameters around what you can share performance wise, but are you able to give us a sense of kind of the sales volume at least back in the shop that you operated back in Ashburn? Yeah, I mean for Ashburn and which is in our FDD, so happy to disclose, but last year did just under three and half million. Wow. Ashburn. And then Tanya Lee, who is our founding franchisee. So she's number franchisee number one in Reston. And she did just under two million last year. there's incredible. And Tanya is an incredible operator. So she's when we were talking earlier, she joined forces with Leslie to buy Ashburn. So Tanya owns the rest in Herndon Sterling location, but she's also 50 percent owner of Ashburn and she's also working with Leslie to build the grooming school in our Ashburn location. she's ready to take over the pet world, which I love. So that makes sense. You're doing five million between those two shops. No wonder I see the bands out on the streets all the time in So in terms of the state of the company, like how many franchise owners are operating? How many territories are sold kind of coming soon? What's the kind of overall mix? Sure. We have 54 owners. 49 will be in operations by end of next week. So we're very excited about that. We have the other five that are scheduled to open in Q1. So we're very excited about that. Territory wise, it's I think around 92 right now and we're in 26 states. So you know, just in the last couple of years alone, ever since we've been part of authority brands, it's been really amazing growth. And I always tell people it never gets old to me when I go to a new city and I see a Woofie's van driving around. It's pretty exciting. It's it's I mean, I can remember that day we started in September 2004, like it was yesterday. So it's I'm very honored. They seen the caliber of owners that we have in our network and just seeing the growth, been very exciting the last couple years. Yeah, I mean, I can just see that in the hair and your voice. And it's just really great that you've had so much success. And this is like, you know, it took 20 years of kind of perfecting the model and then you take it to market. And it's just obviously people are really receptive to it because you've got to figure it out. So this has been great, Amy. Anything else you want to add to the mix before we wrap up today? Yeah, I just want to say thank you again for having me and I absolutely want to get Maddie in for a mobile Pet Spa Day. So I'm going to reach out to our South Riding team. They're awesome. They feel like that's exciting. Well, thank you so much for that opportunity. And if anyone listening would like to connect with Amy to learn more about becoming a Woofie's franchise owner, contact me FranchiseQB.com or on X @QBFranchise QB. I'll get you connected with her. Thank you so much, Amy, for taking the time to get in the huddle and discuss Woofie's with us today. Thank you so much. All right. Thank you for listening to the Franchise QB podcast where you're at the helm of your future as a franchise owner. If you enjoyed the content, please rate the show and recommend it to anyone that might be interested in franchising. Make sure to visit franchiseqb.com to subscribe to my newsletter and for an actionable playbook to go from walk on to legend in your new business. Follow us on Twitter @QBFranchiseQB and join us every week for a new episode. See you