Top Dog
doggiE dElightS
vibrant colors, squeaky toys,
and a variety of “scooby
snacks” set tails wagging
and create a fun atmosphere
for shopping.
Like many driven professionals who have climbed to the Central Florida’s retail stores and restaurants — they opened
pinnacle of their careers, Paul and Cara Allen wondered their doors to patrons and their pets. The Allens, who have pets
about the next step. of their own, witnessed consumers’ positive reactions to the
After all, for the self-motivated who thrive on challenge, growing popularity of this move. They also determined that
achieving your dream job only satisfies you for so long. Then, pet-friendly businesses were scarce in the South Florida area,
you need a new adventure to stimulate your business senses leaving them with little competition.
and satisfy your appetite for ambition. When retail space opened up right next to Starbucks, the
So after months of research, the Allens decided to take the Allens felt the stars aligning and jumped at the opportunity.
plunge into business ownership. Their goal: Build a high-end “Location is a huge component in the success of a small
franchise opportunity catering to the growing pet industry. business,” says Paul. “Spending a few extra pennies on a
Soon after making that decision, the couple began putting monthly lease is worth much more than spending thousands
their plan in place. They would move south and build a Woof of dollars on marketing. The foot traffic that passes our
Gang Bakery in Jupiter, Fla., placing it strategically adjacent to storefront each day because of its location is priceless.”
the local Starbucks. As planning continued, Paul finally found Now, each time the Allens explore a new franchise location,
a window during which he felt comfortable walking away from they examine their retail neighbors thoroughly. The shops must
his partnership in the franchise, one that was dependent on the have the potential to draw customers. “If you’re in a plaza
faltering residential housing market. without a heavy customer base, you’re in big trouble,” Paul says.
“When opening a business, timing is everything,” says Paul. And Starbucks was drawing a steady stream of customers who
And after he walked away from his career, he had enough time were carrying cups of coffee in one hand but no doggie treats in
to focus all his efforts on the bakery. the other. So the Allens began construction on the store them-
In November 2007, the Allens opened their first storefront selves, and within three weeks had their model ready to showcase
to both human and animal clientele. In an economy where as a franchise opportunity for other wannabe business owners.
so many small businesses were failing, Woof Gang Bakery
prospered, and the Allens quickly opened their second location.
Timing is everything
Today they own two stores and have sold five franchises.
Last year, Americans spent about $40.8 billion on pet care,
What’s their secret to success, even during a challenging
including food, veterinary visits, medication, and grooming —
economic climate?
up from $38.5 billion in 2006, according to the American Pet
Twelve years in marketing and publicity and 13 years in the
Products Manufacturers Association.
franchise industry taught Cara and Paul that developing a
More specifically, organic pet food sales are expected to
successful business depends on four factors: an excellent location,
reach $54 million when final 2007 numbers are compiled, up
precise timing, clever marketing, and stellar customer service.
from $41 million in ’06 and $30 million in ’05, according
to Massachusetts-based Organic Trade Association, a national
Key ingredient: Location advocacy group. Certainly, these rising figures can be
The blueprint for the bakery and the location came together attributed in no small part to last year’s pet food scare,
simultaneously. In 2007, a trend swept through several of recall, and eventual devastation.
60 I July 08 I Growing Wealth I growingwealthmag.com
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