Cover of How LickiMat Built a Global Empire by Focusing on ONE Thing

How LickiMat Built a Global Empire by Focusing on ONE Thing

How LickiMat Built a Global Empire by Focusing on ONE Thing

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In an effort to secure more customers many dog business owners say yes to everything and end up trying to offer too many services, which quietly waters down their business. In this episode, we chat with Heidi, marketing director at LickiMat, a family business that since 2012 has sold over 12 million calming feeding mats worldwide. Heidi shares how an oral hygiene dog bowl grew into a global brand, and what it is like running a small but mighty team that everyone assumes is a huge corporation. We get into how a clear mission helps you decide what to say yes and no to, and why doing one thing well beats copying what everyone else is doing. We also talk about the benefits of staggering product or service launches, sorting useful feedback from the noise, and what to do when cheaper copies of your product or service appear. Heidi explains how to build a strong, trusted brand and avoid common marketing mistakes. KEY TAKEAWAYS Pick One Thing And Do It Well: Just because other brands do more doesn't mean you have to. Before you add an offer, ask whether it fits your mission and how you'd explain it. LikiMat only makes products built around licking, and that focus builds trust. Stagger Your Launches: Launching too many products or services at once dilutes your message and over stretches you. Give each offer its own identity, a clear problem it solves and room to be talked about. Listen Without Being Led: One customer or expert opinion isn't a reason to change everything. Ask customers what annoys them, then let your mission decide what is worth acting on. Your product or service may end up being used in ways you never planned. Explore that new opportunity. Compete With Authenticity: When cheaper copies or options appear, explain why your offer costs what it does and educate people on the difference and benefits of buying your product. Educate People On What Makes You Different: LikiMat´s difference is that it´s “the original” and made of natural rubber, which isn’t toxic if swallowed, unlike silicone. BEST MOMENTS "Just because they do it, and maybe they do it well, doesn't mean that you have to do it too." "I think people forget that behind some of these big brands or businesses, or even small brands, it's just people there." "Just because you launch a product doesn't mean you can't change the name." "I think so many of us try to grow far too quickly, and then we're trying to operate like this massive business." ABOUT THE GUEST https://lickimat.co.uk https://www.instagram.com/lickimat/ SOCIALS AND IMPORTANT LINKS https://www.tiktok.com/@letstalkdogbusiness https://www.youtube.com/@LetsTalkDogBusiness Website www.caninebusinessacademy.com Community Facebook Group: https://www.facebook.com/groups/caninebusinessacademycommunity Let´s Talk Dog Business Strategy Book - https://www.caninebusinessacademy.com/buy-the-book Email: hello@caninebusinessacademy.com ABOUT THE HOSTS Jo Moorcroft and Vicky Davies are dog behaviourists, business strategists, and co-founders of Canine Business Academy—the UK’s go-to hub for dog professionals who want more than just a logo and a dream.With a combined passion for dogs and business done properly, Jo and Vicky have helped hundreds of canine professionals build sustainable, profitable businesses rooted in real impact.🏆 Their award-winning work has earned recognition including:– UK StartUp Awards: Business to Business (Midlands)– Small Business Awards UK: Most Innovative Small Business 2025– Business Awards UK: Most Innovative Pet Product 2024– Plus shortlists at the Women in Business and Great British Businesswoman Awards. They’re also No.1 bestselling authors of Let’s Talk Dog Business Strategy, featured on BBC Radio, FOX, NBC, and more—with 63,000+ downloads of this very podcast. Their philosophy is simple: Give a shit. Get shit done. Get results. This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/
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