For any entrepreneur entering a competitive industry, having a good product is only part of the equation. Customers also need a clear reason to choose one business over another.
That is especially true in the pet industry, where consumers can purchase food, treats and wellness products from big-box stores, grocery chains, online retailers, subscription services and specialty shops. For franchisees entering that environment, competing on selection or convenience alone can be difficult.
Pet Wants has taken a different approach.
“The core of our unique selling proposition is that our owners are members of their local communities, and they are passionate about pet wellness,” said Kevin Dugan, vice president of marketing. “Customers frequently come to them with needs and problems their pets are having, whether that is digestion or another specific issue. Because of that local connection and passion for pet wellness, our owners come back to them with solutions rather than just selling them a product.”
That distinction has become increasingly important as pet parents seek more personalized approaches to their animals' health and wellness.
Pet Wants does not try to compete by being everything to every pet owner. The brand focuses specifically on dogs and cats, with products and services centered around pet wellness. Its proprietary dog and cat food formulas use high-quality ingredients and are slow-cooked at low temperatures. The company manufactures food in small batches every six to eight weeks, helping maintain the freshness Pet Wants emphasizes.
The brand has also expanded into categories such as freeze-dried raw food and continues to explore additional wellness products.
But Dugan says the products themselves are only one component of what differentiates a Pet Wants location.
“Our owners have a wealth of products to choose from, of course, but they are more worried about the individual pet and what it takes to help them and not just the sale,” he said.
That means the conversation can begin with the pet rather than the product. A customer might walk into a Pet Wants boutique because their dog is struggling with its current diet, experiencing sensitivities or simply needs a nutritional option better suited to its individual needs. Instead of directing that customer toward whatever is on promotion, franchisees are trained to ask questions and help identify possible solutions.
As Dugan explained, that philosophy is increasingly becoming part of how Pet Wants defines itself. “We aren’t just selling products,” he said. “We are solving problems. We are creating relationships that pet parents don’t get everywhere.”
That approach's value is amplified by how consumers increasingly think about their animals. Pets are often viewed as members of the family, and owners are applying many of the same expectations around health, wellness and personalization to their animals that they apply to themselves.
“Pet owners want to know specifically what their dog or cat needs,” he said. “It’s that individualization that is so important.”
Pet Wants can take that personalization further through tools such as its pet intolerance testing. The testing can give pet owners additional information to consider when evaluating a pet’s diet, including ingredients they may want to avoid.
“Nutrition consultations are something we’ve always done to learn more about the pets and get better context of their health,” Dugan said.
Delivering that type of experience requires franchisees to have the knowledge to support it. “Education is definitely a part of our niche, and we offer training and support to help our franchisees,” Dugan said. “It’s about giving them the training and tools they need to be able to help educate other pet parents.”
That can include marketing visuals that simplify concepts for customers as well as deeper education around nutrition and Pet Wants products.
“Our owners go through a lot of training to learn about the proper nutrition that is ideal for our animals,” said Jeff Rachu, director of nutrition programs. “You can’t recommend anything to pets unless you have an understanding of the entire picture of pet nutrition. It is about asking the right questions and knowing the right answers.”
For customers, that can create a fundamentally different shopping experience. Instead of simply walking into a store, grabbing a bag of food, and checking out, they can talk with someone in their community about what they are trying to do for their pet.
Perhaps the hardest element of Pet Wants’ unique selling position for competitors to reproduce is the franchisee's role. Pet Wants owners are encouraged to become visible members of their communities through markets, festivals and other local events. Many begin building their customer bases through the brand’s mobile model before opening a brick-and-mortar boutique.
That community involvement means customers may encounter the same owner at a farmers market, local pet event and Pet Wants store.
For franchisees like Jerry Luzynski of Pet Wants Chesterfield, those interactions are central to the business.
“You get a lot of foot traffic in those environments that you don’t get at the store,” Luzynski previously said. “It’s important to engage with the community there. When people see us at events and then come into the store, it reinforces our presence. They realize we’re not going anywhere.”
Products can be replicated. New competitors can enter growing categories. Retailers can add new brands to their shelves. Relationships are harder to copy.
That is why Pet Wants’ unique selling position ultimately comes back to the person operating the local business and the relationship they build with pet parents.
Ready to build a business rooted in purpose, passion and pet health and wellness? Visit https://1851franchise.com/petwants to learn more about franchising with Pet Wants.
Pet Wants
SPONSORED
Pet Wants gives franchisees a competitive edge by combining local ownership, personalized pet wellness and specialized nutrition to give customers a reason to choose their business.
For any entrepreneur entering a competitive industry, having a good product is only part of the equation. Customers also need a clear reason to choose one business over another.
That is especially true in the pet industry, where consumers can purchase food, treats and wellness products from big-box stores, grocery chains, online retailers, subscription services and specialty shops. For franchisees entering that environment, competing on selection or convenience alone can be difficult.
Pet Wants has taken a different approach.
“The core of our unique selling proposition is that our owners are members of their local communities, and they are passionate about pet wellness,” said Kevin Dugan, vice president of marketing. “Customers frequently come to them with needs and problems their pets are having, whether that is digestion or another specific issue. Because of that local connection and passion for pet wellness, our owners come back to them with solutions rather than just selling them a product.”
That distinction has become increasingly important as pet parents seek more personalized approaches to their animals' health and wellness.
Pet Wants does not try to compete by being everything to every pet owner. The brand focuses specifically on dogs and cats, with products and services centered around pet wellness. Its proprietary dog and cat food formulas use high-quality ingredients and are slow-cooked at low temperatures. The company manufactures food in small batches every six to eight weeks, helping maintain the freshness Pet Wants emphasizes.
The brand has also expanded into categories such as freeze-dried raw food and continues to explore additional wellness products.
But Dugan says the products themselves are only one component of what differentiates a Pet Wants location.
“Our owners have a wealth of products to choose from, of course, but they are more worried about the individual pet and what it takes to help them and not just the sale,” he said.
That means the conversation can begin with the pet rather than the product. A customer might walk into a Pet Wants boutique because their dog is struggling with its current diet, experiencing sensitivities or simply needs a nutritional option better suited to its individual needs. Instead of directing that customer toward whatever is on promotion, franchisees are trained to ask questions and help identify possible solutions.
As Dugan explained, that philosophy is increasingly becoming part of how Pet Wants defines itself. “We aren’t just selling products,” he said. “We are solving problems. We are creating relationships that pet parents don’t get everywhere.”
That approach's value is amplified by how consumers increasingly think about their animals. Pets are often viewed as members of the family, and owners are applying many of the same expectations around health, wellness and personalization to their animals that they apply to themselves.
“Pet owners want to know specifically what their dog or cat needs,” he said. “It’s that individualization that is so important.”
Pet Wants can take that personalization further through tools such as its pet intolerance testing. The testing can give pet owners additional information to consider when evaluating a pet’s diet, including ingredients they may want to avoid.
“Nutrition consultations are something we’ve always done to learn more about the pets and get better context of their health,” Dugan said.
Delivering that type of experience requires franchisees to have the knowledge to support it. “Education is definitely a part of our niche, and we offer training and support to help our franchisees,” Dugan said. “It’s about giving them the training and tools they need to be able to help educate other pet parents.”
That can include marketing visuals that simplify concepts for customers as well as deeper education around nutrition and Pet Wants products.
“Our owners go through a lot of training to learn about the proper nutrition that is ideal for our animals,” said Jeff Rachu, director of nutrition programs. “You can’t recommend anything to pets unless you have an understanding of the entire picture of pet nutrition. It is about asking the right questions and knowing the right answers.”
For customers, that can create a fundamentally different shopping experience. Instead of simply walking into a store, grabbing a bag of food, and checking out, they can talk with someone in their community about what they are trying to do for their pet.
Perhaps the hardest element of Pet Wants’ unique selling position for competitors to reproduce is the franchisee's role. Pet Wants owners are encouraged to become visible members of their communities through markets, festivals and other local events. Many begin building their customer bases through the brand’s mobile model before opening a brick-and-mortar boutique.
That community involvement means customers may encounter the same owner at a farmers market, local pet event and Pet Wants store.
For franchisees like Jerry Luzynski of Pet Wants Chesterfield, those interactions are central to the business.
“You get a lot of foot traffic in those environments that you don’t get at the store,” Luzynski previously said. “It’s important to engage with the community there. When people see us at events and then come into the store, it reinforces our presence. They realize we’re not going anywhere.”
Products can be replicated. New competitors can enter growing categories. Retailers can add new brands to their shelves. Relationships are harder to copy.
That is why Pet Wants’ unique selling position ultimately comes back to the person operating the local business and the relationship they build with pet parents.
Ready to build a business rooted in purpose, passion and pet health and wellness? Visit https://1851franchise.com/petwants to learn more about franchising with Pet Wants.
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