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Let's Talk Dog Business

Let's Talk Dog Business

By: Jo & Vicky
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Let’s Talk Dog Business is the No.1 Apple podcast for dog trainers, behaviourists, and canine professionals who are ready to stop scratting around and start building a profitable, sustainable dog business that works for you as well as your clients. Hosted by Jo and Vicky—canine business mentors who’ve been in the trenches and built thriving dog training brands themselves—this podcast is your no-nonsense guide to pricing with confidence, marketing without burnout, shifting your mindset, and creating a business that actually supports your life (not just your clients’). Let’s Talk Dog Business is packed with straight-talking, actionable episodes on what it really takes to grow and scale in the pet industry, without selling your soul to social media or working 24/7. If you’re a dog pro who’s serious about success—this is the podcast we wish we had when we started. Career Success Economics
Episodes
  • How LickiMat Built a Global Empire by Focusing on ONE Thing

    How LickiMat Built a Global Empire by Focusing on ONE Thing
    28 Oct 2026
    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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    1 hr and 4 min
  • Why Niching Down Won’t Kill Your Business (And Might Save It)

    Why Niching Down Won’t Kill Your Business (And Might Save It)
    20 Oct 2026
    Would you love to specialise in one area of dog training? but are worried that limiting your clients to people you really want to work with would leave you poor or what would happen if doing that didn´t work out? In this episode, we explore how focusing on what you do best builds trust, helps the right type of clients to find you, while making your business more rewarding and, often, more profitable. We share how to identify the niche that will light you up, ways to build confidence in your expertise, and how to know when and how to refer clients on when your expertise does not match their needs. In addition, we cover how putting clear processes in place and investing in the right admin support takes the pressure off you and helps your business function better. KEY TAKEAWAYS  Specialising Reduces Friction: Focusing in on a form of dog training that you enjoy and are good at makes each day, a good day. You are doing something you love and because it is a more repeatable system, running your business is much simpler.  Specialising Gets You Noticed and Builds Trust: Most clients value focused expertise over someone who just offers a general service and are willing to pay for that experience.  Be Clear About How Your Expertise Helps: Share your experience, don´t be shy, make the benefits clear to would be clients. But don´t over promise and don´t be afraid to refer people you cannot yet help onto someone else.  Don’t Let Fear of a Smaller Client Pool Stop You Specialising: Often, there will be far more people out there looking for that specific service than you first thought. So, try niching down if it does not work out just change direction.  Build a Business That Supports Rather Than Drains You: To take the pressure put in place packages, clear processes, and get help with admin. You don´t have to do everything. BEST MOMENTS “What would you love to do day in day out? What’s the thing that like really lights you up?” “I love the idea of only working with a type of dog that I love or a type of person that I like really enjoy working with.” “How do you know they're not out there? Just because you haven't seen them all walking around your local area.” If you think your business could benefit from a fresh perspective - or you’d like help identifying your niche - join the CBA community and continue the conversation with us. Here is the link - https://www.facebook.com/groups/caninebusinessacademycommunity⁠ 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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    47 min
  • DO's & DON'Ts for Your Business - Personal Branding and Marketing That Gets The Cash Coming In Fast

    DO's & DON'Ts for Your Business - Personal Branding and Marketing That Gets The Cash Coming In Fast
    13 Oct 2026
    Are you struggling to market your dog business, gain traction and bring in a steady stream of customers? Have you fallen into the trap of wasting hours redesigning logos, websites, and posting on socials instead of getting out there and getting known? In this episode, we share how to stop being a local secret and build high demand. We cover how to collaborate with vets and other local businesses in a win-win way that brings in customers, why your personality is your true brand, and how clarity changes everything. As well as how to stop letting fear hold you back, and why showing up consistently is the ultimate game-changer. Sick of spinning your wheels? Join us for an epic, no-BS one-day training to craft your offers, nail your pricing, and get moving. Grab your ticket at https://www.caninebusinessacademy.com/one-day - let’s get your business thriving! KEY TAKEAWAYS Stop Hiding Behind Brand Building and Prep: Spending weeks deliberating over logos, brand colours, and business names delays your launch and doesn't bring in cash. Nobody cares what your business is called, they just need to know you can solve their problem. Real Conversations Beat Passive Marketing: Shoving leaflets through doors or dropping cards at reception desks without context rarely works. Having actual conversations with local business owners and customers is a far more effective way to get remembered and recommended. Collaboration Works But Only With Win-Wins: Partnering with vets, groomers, or rescue centres is an effective way to get known, but your approaching them cannot be a selfish grab for clients. Instead understand their struggles, work out how you can help so that you genuinely bring value to the table. Just Tell People What You Do: Too many new business owners keep their venture a secret out of fear of judgment. Constantly talking about what you do ensures people know who to call when they need help and boosts your confidence in what you have to offer. BEST MOMENTS “You’re the local area’s best kept secret because you don’t actually exist or do anything.” “So many of us are losing a potential opportunity to get your business working sooner rather than later .” “I remember telling everyone I’m a dog trainer…. when I was starting to grow that business.” “If they're seeing all these nightmare dogs coming in, I could be the solution to that problem.” “You've got to start building up that personal brand.” 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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    55 min
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