BONE WOOF

BONE WOOF, a San Diego minorty, women-owened pet treat compay is seeking $150,000 start-up capital for marketing /sales and production / distribution.

BONE WOOF makes handcrafted, human-grade dog treats and specialty bakery items that are tasty, healthy and provide functional health benefits by using conscientiously sourced, high-quality, simple human-grade natural whole food / organic ingredients.  In addition to other pet treats, we are known for 3 distinctive lines of treats; meatberries, mini bites and chips, and also specialize in specialty bakery items like our sought after cakes and woofies (dog speak for cookies)!

BONE WOOF is a recent re-brand of Pawganic Living and with the re-brand, BONE WOOF is now primarily an e-commerce business however, we also sell our products directly to the pet community in-person, and sell wholesale to local small business pet stores such as South Bark, located in the heart of Golden Hills / South Park.

See business plan summary below and note that the website for the newly branded BONE WOOF is under construction.

I.      EXECUTIVE SUMMARY

 

 

To better the lives of pets through what they eat.

 

 

By using high-quality, simple human-grade whole food ingredients.

 

 

Human-grade dog food, dog treats and specialty bakery items for dogs that are tasty, healthy and provide functional health benefits.

 

 

Feeding pets with quality, whole food and nutritional human-grade ingredients has a profoundly positive effect on a pet’s overall health and can be a great aid in avoiding, treating and remedying many health issues resulting in less vet expenses and a longer lifespan – a practice that’s becoming more and more appealing to many pet parents.

 

It has become a known fact that just like food consumed by people, pet food and pet treats made with the same human-grade, high quality ingredients people eat have many health benefits such as improved digestibility, healthier skin and coat, more energy, stronger immunity and less prone to obesity as well as mitigating and / or eliminating other health issues.

 

That said, just like the food pet parents feed their pets for their primary diet, pet parents are becoming increasingly selective about the treats they feed their pets, showing preference for treat products made with higher quality, simple ingredients with wholesome, nutritional benefits, and are trending towards treats that also offer benefits beyond just being a reward – for many pet parents, pet treats made with functional ingredients offer even more appeal (Pet Industry News; August 2023 edition) which pet parents will pay for.

 

And with the growing trend of pet parents viewing their pets as a member of the family now more than ever, the role of a pet as a family member has led consumers to shop for their pets as they would for other members of their household and for themselves – in fact, 95% of dog and cat owners in the U.S. now consider their pets to be an essential part of the family, like children (Pet Business; July 2023 edition), a trend that shows little signs of slowing and as a result, prompting pet parents to  have greater interest in the ingredients that go into pet products their pets consume and in turn, increasing sales in pet products (food, treats and supplements) that are (more) supportive of the health and wellness of pets.

 

Thus, as people’s buying decisions in pursuit of healthy, nutritious ingredients grows stronger which simultaneously affects how pet parents evaluate the products they buy for their pets, along with the combined phenomenon of pet humanization which adds a stronger push towards a higher quality of pet food and treats, it shouldn’t be a surprise that pet parents also want the same health benefits for their beloved pets and are looking for heathier treat options that offer benefits to support various aspects of their pet’s health (Pet Business; July 2023 edition).

 

As a result, the pet treat category has been greatly impacted – pet treats have experienced a phenomenal growth in the past several years, exceeding overall pet industry growth in both 2020 and 2021 with double digit increases with dog treats representing the majority of pet sales at 78% of which 36% of sales were indulgent treats and 34% of pet treat sales made online (Pet Product News; July 2023 edition).

 

Additionally, for the 1st 6 months in 2023 and ending June 18th compared to the same 6-month period ending June 18th in 2022, private brand sales continue to post record sales, rising 8.2% in the 1st half of 2023 vs a gain of only 5.1% for national brands resulting in sales during the same period improved by 16% or about $17 billion ($91 billion in 2021 vs $108 billion in 2023) (Pet Industry News; August 2023 edition).

 

Moreover, despite today’s challenging economic conditions, pet treats is projected by many industry experts and statistical reports to continue to grow in sales, with key opportunities including unique treats that can be used as high-valued treats (HVT’s) for training purposes and treats featuring alternative proteins (Pet Product News; July 2023 edition).

 

Now more than ever, with pet treats being seen as wholesome, healthy, and beneficial nutrition, the growing need to provide functional pet treats that satisfy the many (health) needs of pets is a trend that’s paying off for manufacturers and retailers who sell these products – with these growing sales figures, in addition to growing support of independent private brands, sales of pet treats are continuing to accelerate (Freedonia Group 2023 Industry report) and as a result of the central role pets play in most households leading to the industry trend of humanization, 61% of U.S. pet parents are willing to pay more for food and treats that are customized for their pet’s specific dietary and provide health benefits.

 

 

Through thoughtful operational factors and strategies to scale BONE WOOF over the course of the next 5 years outlined within this business plan, BONE WOOF is poised to become a household brand name within the pet community and be a competitive leader within the pet food industry with its pet food, pet treats and specialty bakery products for pets using functional, high-quality, simple human-grade whole food certified organic and / or natural ingredients, certified organic and responsibly and sustainably sourced protein and fresh fruits and vegetables – all an essential part of proper preventive care which can help dogs live longer, healthier and happier lives, and all of which are key drivers of the pet treat market growth.

 

A minority, woman-owned business, BONE WOOF was started by Alex Schrack who has over 30 years of managerial, operational and human resources experience, primarily within the sales and service industries.  Her last corporate position as the COO for a San Diego based, corporate temporary housing solution company servicing domestic and international Global 500 and Fortune 500 corporations, during which time she increased sales by over 120% within the 1st year and continued to consistently maintain an average of 20% revenue growth year over year throughout her 6 year tenure through strategic business management and business process re-engineering initiatives leading it to be one of the few small businesses within the travel industry to have been able to sustain and survive the pandemic that adversely effected thousands of travel-based small businesses.

 

 

BONE WOOF is a re-branding of Pawganic Living, which since May of 2022, sold the same pet food, pet treats and specialty bakery items for pets currently sold under the brand name BONE WOOF.

 

The strategic decision to re-brand Pawganic Living, which by its namesake used only organic ingredients, was made to provide more flexibility so as not to be restricted to using only organic based ingredients thereby allowing the use of more cost-effective whole food ingredients (plant based, grass-fed, etc.) which resulted in lowered COGS (Cost of Goods Sold), a higher GPM (gross profit margin) / GP (gross profit) and ultimately, increased revenue to support building a stronger net income without compromising the quality and health benefits of any BONE WOOF products.

 

Thus, with Alex’s extensive knowledge and first-hand experience within the pet industry making and selling BONE WOOF products, having an existing client base and with her broad range of experience implementing planned strategic approaches to maximize business profitability, combined with identifying an investor to partner with who is equally passionate about the pet industry and the growth and development of BONE WOOF, success is inevitable.

 

To better the lives of pets through what they eat by only using conscientiously sourced, human-grade ingredients.

 

 

To be a trusted brand within the pet community and provide pet parents with trusted, quality pet food options made with limited, whole food ingredients that is simply healthy, nutritional, and tasty.

 

Your pet’s health and wellness is our mission.

 

Real food.  Real good.  Real benefits.

SLOGAN

Naturally Healthy.

 

 

BONE WOOF’s primary objective is to successfully enable and support the scalability and growth / expansion of the business to become a $10M revenue earning pet food business within a 10-year period and $20M + revenue earning pet food business in its 20th year of business by:

 

·        staying focused on the mission: To better the lives of pets through what they eat.

 

·        being aware of (my) weaknesses and identifying solutions / talent to support the weaknesses (ie, social media content, website designing, tax preparation, accounting, etc.)

 

·        building a strong financial foundation and continuous analyzation of profitability 

·        scaling product line to fresh / frozen and dehydryated pet meal options

 

·        focusing on meeting / exceeding key metrics within a designated timeline with preliminary focus on the following:

 

Ø  photograph all BONE WOOF products

 

Ø  build website and social media content

 

Ø  complete testing on all BONE WOOF products

 

Ø  create packaging

 

Ø  onboarding an outside sales rep for wholesale business (there are 1,200 independent pet stores within Southern California)

 

Ø  launch products on e-commerce sites (Faire, Amazon, Etsy, etc.)

 

·        establishing a strong team by hiring the right talent

 

·        understanding the pet industry market and where BONE WOOF will sell best (big box retailers vs independent vs wholesale, etc.) and continuous product evaluation

  

·        partnering with investors who share BONE WOOF’s vision, culture and values throughout BONE WOOF’s growth and expansion

 

·        identifying efficient processes, technology / equipment and vendor partners in anticipation of and support of increased production and business growth and expansion

 

·        customer focused strategies – understanding industry trend and customer expectations; prioritize on acquiring new customers and customer retention (customer lifetime value / high retention rate / low churn rate)

 

·        building and promoting the BONE WOOF brand through marketing, community involvement, fund raising events for non-profit focus / partnerships, employee brand, customer retention, etc.

 

·        ongoing assessment of pricing strategies, revenue driving promotions and BONE WOOF food product evaluation such as analyzing food products to determine nutritional value / support of pet health and wellness

 

BONE WOOF’s success comes from 2 important drivers:

 

1)      previous experience, learning and knowledge of making / selling products formerly under the brand name Pawganic Living, which has netted a growing client base following

 

2)      continuation of making / selling quality pet products (food, treats and specialty bakery) using functional, high-quality, simple human-grade whole food certified organic and / or natural ingredients, certified organic and responsibly and sustainably sourced protein and fresh fruits and vegetables

 

3)      providing a transparent relationship with is client base and offering a high-level of customer service which both are critical to the success of any business and supports customer retention and increase lifetime value customers.

 

·        Regardless of the demand and need of a product, a good product alone won’t sustain a company’s success or scalability.  Customers want great experiences and will pay to get it – 61% of consumers will pay at least 5% more if they know they’ll get a good customer experience (Emplifi), yet the value of customer experience is seemingly de-valued in today’s changed world despite the inarguable facts that support providing exceptional customer service is one of the most critical aspects for the success of any business.

 

·        Customer experience fell for 19% of brands in 2022, the lowest in 17 years (Forrester US 2022 Customer Experience Index) with 54% of consumers feeling brands treat customer service as an afterthought (Zendesk) and 56% of consumers feeling most companies treat them like numbers (Salesforce) resulting in 60% of consumers switching brands due to a negative customer experience (Calabrio) and 49% of consumers leaving a brand in the past year due to poor customer experience (Emplifi) causing a cumulative effect on US businesses loosing 35.3 billion annually in customer churn due to customer experience (CallMiner).

 

 Quality, memorable customer experience is a critical component of revenue growth which conversely, can be five times more expensive to find a new customer if a business is not able to retain its current customers:

 

·        97% of consumers say customer service interactions impact whether they stay loyal to a brand (Calabrio)

 

·        88% of consumers say experience matters as much as a company’s product or services (Salesforce)

 

It’s clear that customers have many options and changing business loyalty has never been easier thus identifying a successful brand deeply rooted to exceptional customer experience and transparency is critical.  

 

That said, customer experience goes beyond the act of using a service or product – it’s about building an honest connection between the customer and a company’s brand and creating an experience where the customer feels valued, heard, cared for, and remembered.  In essence, in addition to making quality pet food, treats and specialty bakery products, a trusting relationship is an important differentiator and what will maintain and bond BONE WOOF’s customer relationships and their trust in BONE WOOF products and services.

 

BONE WOOF products are currently manufactured out of the founder’s residential kitchen located in Santee CA, similar to how Lucy Postins, owner of Honest Kitchen, a San Diego based pet food manufacture started making pet food out of her residential kitchen in 2002.

 

·        Honest Kitchen reported $12 million in revenue in 2012, $150 million by 2015 and as of their 2023 First QTRLY Revenue report, earned $83.39 million in revenue

 

·        Honest Kitchen manufactures their pet food and treats out of San Diego and currently employes roughly 70 employees 

 

·        Honest Kitchen distributes its products to 6,000 retail stores including Whole Foods, Sprouts and other pet stores

 

·        Honest Kitchen recently landed $150 million in funding to grow their pet food brand and expand production

Below is a snapshot of BONE WOOF since its inception:

 

·        Date of formation: 06/24/2023

·        Legal structure: LLC

·        Business stage: Start-up

·        Owners: Alex Schrack (100%)

·        Other information: Women-minority owned business

 

 

Expenses for the company totaling $150,000 will be distributed as follows:

 

·        74% ($111,000) – 6 months reserved operating expense = $111,175 ($18,529.17 per month)

 

Ø  payroll for 6 months = $74,620 ($12,436.67 per month)

 

ü  (1) F/T kitchen ($22/hour = $22,880 for 6 months

 

ü  (1) F/T outside sales ($25/hr = $26,000 for 6 months

 

ü  (1) P/T (6 hrs per day) e-commerce specialist ($22/hr) = $15,840 for 6 months

 

ü  (1) P/T (3 hrs per day) social media manager ($25/hr = $9,000 for 6 months

 

ü  (1) P/T (1.5 hrs per week) bookkeeper ($25/hr = $900 for 6 months

 

Ø  payroll taxes (25%) for 6 months = $18,655 ($3,109.17 per month)

 

ü  FICA, FUTA / SUTA, Medicare & FUTA

 

Ø  gas – $2,400 ($400 per month)

 

Ø  ingredients / supplies – $6,000 ($1,000 per month)

 

Ø  insurance (liability + W/C) – $6,500 ($1,085 per month)

 

Ø  miscellaneous operating expenses – $3,000 ($425 per month)

 

·        10% – Contractors ($15,000)

 

Ø  product testing analysis

 

Ø  website developer

 

·        15% – Marketing: packaging, marketing content, (multiple) direct mail advertising (EDDM) and advertising in pet industry magazines($22,500)

·        1% – Pet Related Events / Tradeshows ($1,500)

 

Operational costs totaling $150,000 funded by (an) investor(s).  Start-up expenses previously purchased through personal investment (ie licenses, fees, dehydrators, sheet pans, decorating tools / equipment / mixers, processors, drying racks, etc.)

 
III.  INDUSTRY ANALYSIS

 

The pet industry is one of the few industries that has and will continue to survive – even thrive despite any economic crisis that may affect the global economy as more and more pet parents regard their pets as beloved family members and seek product trends which mirror those of consumers.  As a result, the pet industry is uniquely resilient to economic recessions and downturns in comparison to other consumer goods and services and is one of the most attractive and rapidly growing sectors in today’s market, projected to reach $277 billion and expected to experience 8% compound annual growth by 2030.

 

And despite economists forecasting a 64% probability of a recession in the next 12 months (Moneyconrtrol; June 28,2023), with pet owners putting demands on the industry for the latest advancements in pet products, pet grooming, veterinary medicine and more, the upward trajectory markets the (pet) industry as especially compelling for investment.

 

The past 15 years have demonstrated that when times are tough, an overwhelming number of Americans cut back on their own discretionary spending while maintaining or even increasing their expenditures on their pets as supported by the consistent increase in annual sales, thus experts agree that even in a down economy, the (pet) category is recognized as recession-proof and shows no signs of slowing down (Nasdaq article; February 2023):

 

·        2008 – despite the financial crisis, the pet industry experienced a 5.1% growth in sales

 

·        2020 – during the more recent recession brought on by COVID-19, sales of pet products and services continued to grow at a faster rate than the overall U.S. economy, with a 16.2% growth compared to 4.3%.

 

Additionally, fueling the impressive growth in sales within the pet industry is pet ownership in the U.S., which has increased significantly over the past three decades with 66% of U.S. households (86.9 million homes) owning a pet – from companionship to emotional support, it’s clear pets have become a vital part of their owners lives and a member of their family (Forbes; June 2023):

 

·        2021 – $123.6 billion was spent within the pet industry in the U.S. of which $50 billion was spent on treats and pet food with many pet parents opting for holistic and healthy pet food which is more expensive but better for the pet’s overall health and wellness 

 

·        2022 – $136.8 billion was spent on pet in the U.S. (a 10.68% increase from 2021) with $58.1 billion spent on pet food and treats (a 16.20% increase from 2021)

 

In conclusion, the pet category is expected to continue its growth making it one of the most lucrative industries in which to invest and an advantageous option for those looking to add growth and diversification to their portfolio, which is evident by the large investors who recognize the promise of the pet industry and have prioritized adding pet businesses to their portfolio, thus making this type of investment recession protection for investors and favorably offering more security and potential returns than simply betting on publicly traded stocks which have been known to suffer significant losses when market conditions change (Nasdaq article; February 2023).

 

The following is a sample of some of BONE WOOF’s direct and indirect competitors for pet food, treat and specialty bakery products:

 

·        PetSmart | in-store and online / e-commerce

 

·        Petco | in-store and online / e-commerce

 

·        All pet manufacturer brands who make pet food / treats with human-grade ingredients such

                             as The Honest Kitchen (vs feed grade such as Blue Buffalo which contains meat product meals 

                             and meat by products as well as synthetic ingredients, artificial preservatives and fillers)

 

·        Chewy’s | online / e-commerce

 

·        Amazon | online / ecommerce

 

BONE WOOF is positioned to outperform competitors for the following reasons:

 

·        Clientele:  BONE WOOF has an existing client base from having previously sold under the brand Pawganic Living AND has also begun selling wholesale to a San Diego independent pet store for the past 3 months with regular re-occurring and increased orders for cakes and woofies (cookies for dogs in dog language).

 

·        Products:  BONE WOOF has 7 successfully proven distinctive product lines which support various health benefits + specialty bakery items using limited, human-grade whole food ingredients that are unlike any on today’s market.

 

 
 SWOT Analysis

INTERAL FACTORS - Helpful to achieving the objective

Strengths
1.  ME
2.  diverse line of products
3.  only use high-quality, whole food ingredients
4.  proven product success on small scale
5.  resilient industry in challenging economic markets
6.  high margin on products
7.  experience building / operating service-related business
8.  e-commerce market provides wider access to potential customers across the world
9.  existing re-occurring client base
10.  increase revenue through 24/7 online ordering
11.  unique treat and specialty bakery products unlike any other in pet market
12.  high demand for quality pet food / treats

Weaknesses
1.  my credit - extremely low due to the closure of former business, The Pet Market & Spa, as a result of the effects of the pandemic (this is where BONE WOOF products were sold)
2.  ongoing operational costs
3.  branding recognition
4.  competitive employee health benefits
5.  shipping costs (cut into profit margin)
6.  staffing – 1 employee out stops production
7.  identifying an investor / investors
8.  competitive market space
9.  no website / e-platform for sales / to bring people to BONE WOOF (current state and to be resolved once website is built)
10.  no salesperson = loss of sales from local pet stores and apartment / home communities
11.   no pet nutritionist on board
 
EXTERNAL FACTORS - Threats to achieving the objective

Opportunities
1. sell to both direct to consumer and wholesale clients = increased revenue
2.  collaborate with local pet stores and with industry service providers, vendors, non-profit and other organizations who uses dogs for services (ie police canine division, military, seeing eye dogs, etc.) as well as realtors and living communities who promote dog life (ie CIVITA community in Mission Valley where a lot of former BONE WOOF / PAWGANIC LIVING clients reside)
3.  expand BONE WOOF to commercial space for additional sales avenue (in-person sales)
4.  scalable – pet industry is always changing with pet owners asking for new products for their pet and the flexibility to sell BONE WOOF products within different spaces to reach different audiences
5.  create branding visibility through engagement through public / social media platforms

Threats
1.  cash flow to support operational costs for at least 1 year
2.  increased competition of new pet products entering the market space
3.  finding the right supplier
4.  SaaS breach
5.  increased gas prices
6.  regulatory requirements
7.  supply chain disruption; increased costs
8.  identifying / retaining quality staff
9.  increase operational cost due to growth and cost of doing business
10.  staffing – 1 employee out stops production 


V.  MARKETING PLAN

 

BONE WOOF currently makes and sells 4 different treats of which 1 is refrigerated and 2 classes of specialty bakery products, all of which have proven sales success under the brand name, Pawganic Living.

 

·        Meatberries – 6 flavors | made with protein and fresh, organic strawberries and blueberries and a perfect HVT (high valued treat)

 

·        Lil’ Bites – 6 flavors | made with organs and perfect size for training

 

·        Chips – 8 flavors | made with only 3 ingredients

 

·        Meatballs (refrigerated item / ship frozen) – 6 flavors | made with only 6 ingredients

 

·        Cakes – 4 flavors of which 2 are non-meat / vegetarian | 23 different designs for birthday’s, (training) graduations and health recovery celebrations

 

·        Woofies – seasonal, holiday and mixed variety shapes / designs | vegetarian based woofie, with Bone Woof made peanut butter and 3 other ingredients

 

·        MEALS – coming soon (2024)

 

All BONE WOOF products have a profit margin of 50% or higher and up to as high as 125% profit margin.

 

In addition to leveraging word-of-mouth advertisement from loyal customer base, BONE WOOF will use the following strategies to attract new customers:

 

·        Place advertisements through media and print channels such as newspaper, magazines, television, radio, mailers, etc.

 

·        Utilize virtual marketing strategies such as Facebook, Pinterest, Twitter, Instagram, Tik Tok, Google, etc.

 

·        Promote BONE WOOF through blogs, podcasts, etc.

 

·        Use direct marketing approaches to create CTA’s (Calls to Action) to prompt customer action through emails, text message marketing, direct mail (EDDM), flyers, outdoor advertising, industry magazine advertisement, websites, and catalog distribution.

 

·        Attend relevant pet related expos, seminars, and business fairs, etc.

 

·        Develop strategic relationships within the industry and within the neighboring communities by participating / volunteering in events, donating goods & services, etc.

Customers can buy from us via the following methods:

 

·        Company website (www.bonewoof.com) 

 

·        Direct mail postards (EDDM)

 

·        Distributors (ie, Amazon)

 

·        Partners: veterinarians, hospitals, local professional / registered breeders

 

The key business objectives BONE WOOF expects to accomplish include:

 

·        $500 average revenue for remainder of 2023 (combined wholesale and direct sales)

 

·        onboard 1 new wholesale client per month

 

·        launch products on wholesale sites (Etsy, Faire, Amazon, Etsy, etc.)

 

·        launch BONE WOOF website / social media platforms (Instagram, Tic Tok, Facebook, etc.)

 

·        complete testing of crude analysis of all BONE WOOF products

 

·        package design

 

·        create / launch monthly membership plan(s)

 

·        create / launch monthly dog treat subscription

 

·        obtain necessary licenses

 

·        attend 1 pet related industry event per month within San Diego and Los Angeles

 

·        partner with 1 non-profit organization

 

·        advertise for upcoming holiday sales

 

·        hire the following: (1) F/T kitchen staff (1) F/T outside sales associate (1) F/T customer service / inside sales associate (1) P/T social media manager (1) P/T accountant

 

·        market BONE WOOF through EDDM (Every Direct Door Mailer) and social media (3 times)

 

 

·        increase wholesale revenue by 15% month over month by Q3

 

·        increase direct sales revenue by 20% month over month by Q3

 

·        increase monthly dog treat subscription by 20% by Q3

 

·        onboard with independent distributors

 

·        source / contract (hire?) veterinary nutritionist

 

·        create / test / launch / market pet food (refrigerated and / or dehydrated meals)

 

·        begin building relationships with specialty grocery stores (Whole Foods, Jimbo’s, Sprouts and Trader Joe’s)

 

·        begin building relationship with Target

 

·        attend SuperZoo (Vegas | August)

 

·        host annual poker fundraiser event for BONE WOOF’s “Paws for a Cause” Keeping Pets for Life

 

·        launch podcast on pet trends, health & wellness topics and special guest (trainers, veterinary specialist, etc.)

 

·        published in pet industry magazine (Pet Product News and Petfood Industry)

 

·        attend 1 pet related industry event per month within San Diego and Los Angeles

 

·        hire the following: (1) F/T kitchen staff (1) F/T customer service / inside sales associate (1) P/T accountant (1) tax accountant (contract)

 

·        Transition manufacturing efforts to a commercial kitchen space or within a rented retail space where in addition to manufacturing products, consumers can come to the facility for in-store shopping of BONE WOOF products like other San Diego based pet food manufactures such as Just Food For Dogs located in Del Mar, CA which was previously occupied by a Starbucks (discussion point – a potential space located in in the heart of Mission Valley previously occupied by Starbucks and vacant for over 3 years has been identified as available)

 

·        increase wholesale revenue by 25% month over month by Q3 

 

·        increase direct sales revenue by 30 % month over month by Q3 

 

§  increase monthly dog treat subscriptions by 40% by Q3 

 

§  increase monthly dog meal subscriptions by 20% by Q3 

 

§  BONE WOOF products sold in Target stores

 

§  BONE WOOF products sold in minimum 1 specialty grocery store (Whole Foods, Jimbo’s, Trader Joe’s or Sprouts)

 

 

VII.  OPERATIONS

 

Alex Schrack owns 100% of BONE WOOF.  She has managerial, operational, and technical experience in service and product-based industries, financial industries, legal and management consulting.  She has a strong customer service and sales foundation and is comfortable working in environments ranging from small family businesses to Fortune 500 corporations.

 

Alex began making and selling dog treats under the brand name Pawganic Living for her 3 dogs (Dash, Portia and Madison) and noticed immediately, the difference in their energy and continued to experiment with different proteins and ingredients –  and not only did she create the recipes, but she also worked very closely with the kitchen team in making each of the treats now sold today under the brand name, BONE WOOF.  And still today, treat samples are given to Dash, Portia and Madison, who have been an integral part of the QA team!

 

For the success of BONE WOOF, it’s critical that an outside sales rep with experience selling pet treats to independent pet stores both in person and remotely is hired as soon as the right candidate is identified.

 

Additionally, hiring a professional product photographer and a web designer on a contract basis to create the website is equally imperative as without the photographed products and the company website, BONE WOOF will be challenged in reaching a market base which is needed to meet the company’s goals and objectives within   its 5-year plan.