Bruce and Irena, the owners of Pooches Sport and Spa, have been operating in the pet care industry for 17 years. Initially, the couple serviced clients in Manhattan. As Long Island City (Queens) became more residential, they opened their state-of-the-art facility for pet care. Bruce and Irena now live, work, and service clients in Long Island City. Bruce said, “We have 60 to 80 clients per day,” and he believes they can handle more clients without being overextended. The company offers overnight stays, daycare, and grooming. In addition to those services, clients can inquire about in-home care. Long Island City has seen major developments in the past few years; the demand for pet care service will continue to increase.
Bruce and Irena
Long Island City is home to roughly 20 new luxury apartment buildings. There are restaurants, bars, and clubs in the area for residents and visitors to enjoy. In 2001, the area was named New York City’s Fourth Central Business District. The well-groomed park along the East River has basketball courts, a turf field, a dog park, and piers with free kayak rentals. Pooches Sport and Spa is directly across the street from this beautiful park. Long Island City is not absent of competition for Bruce and Irena; there are 4 other pet care providers in the area. As the population increases in Long Island City, the demand for pet services will increase; increased demand could result in more competitors entering the area.
Like any businessman, Bruce thinks about his competition. Bruce said, “I am not overly concerned about my competition, no other complex in the area compares to ours.” At 2,500 square feet, the complex is the second largest pet care facility in the Long Island City. The seamless epoxy flooring eliminates the possibility of contamination. Bruce’s employees use a bacterial spray and wet-vac system multiple times per day to remove bacteria. An advanced air filtration system produces a constant flow of fresh area into the facility. Pooches Sport and Spa is a spectacle for pedestrians; large windows expose the pups’ play area. Throughout the day, people stop on the sidewalk and watch the dogs play. The “sidewalk spectacle” serves as a form of marketing for the company. It also shows potential clients what their pets would experience and develops trust. Bruce and Irena used their years of experience in the industry and an initial investment of roughly $300,000 to create this state of the art facility. Bruce believes he has the best pet care facility in town, but he also believes the industry demand is at a sustainable level for all companies in the Long Island City.
The demand for Pooches Sport and Spa services is currently manageable for Bruce and Irena. In anticipation of increased demand, Bruce is considering several different strategies. Earlier this year he pursued a small expansion. A small business space became available 2 blocks from his current location; Bruce hoped to acquire the space and use it exclusively for clients with big dogs. His intention was for the dogs to occupy this space while playing and sleeping. All grooming would have still taken place in the original space. However, the space was awarded to a coffee shop. If a similar opportunity presents itself, he plans to pursue the small expansion again. As new apartment complexes start adding residents, Bruce said he will consider opening a new full-service location that would operate independently from the current location. Bruce understands the inherent risks of business expansion and wants to avoid over extending himself. An independent second location requires more personnel and a higher payroll. Bruce and Irena would also need to hire and train a manager to oversee daily operations. Finding the right person to handle all the responsibilities of the position would be a challenge. Bruce says he can handle increased demand without expanding the company by implementing a daily reservation system. He would eliminate walk-in service or set a maximum number of clients per day. He does not want any future decisions to reduce the quality of service at Pooches Sport and Spa.
“My involvement and my wife’s involvement are key to the success of the business,”
-- according to Bruce.
Opening a new location would require them to split their attention and could negatively affect the quality of service. The most important aspect to the couple’s service is safety. They would only expand the company if safety standards could remain at the current level or better.
Irene with clients
Bruce and Irena take the safety of their clients’ pets very seriously. They understand how important the pets are to their clients. Managing interactions between dogs is a specific safety challenge for Pooches Sport and Spa. Any dog owner knows that play time for dogs can quickly turn into a fight, “It’s just the nature of the animal,” Bruce claims. At Pooches Sport and Spa there are multiple dog Watchers with the dogs at all times. If two dogs become aggressive, a Watcher quickly intervenes to keep the situation from escalating. If a client’s dog is timid upon arrival, the Watchers isolate the dog from the other dogs. They allow the timid dog to watch the other dogs and slowly integrate them into the play area. When a dog does not seem comfortable at Pooches Sport and Spa the employees are honest with the owner; they recommend they leave the dog at home if they believe the dog would be more comfortable. Dogs that stay over night are under 24-hour surveillance. Bruce and Irena have monitors and speakers in their apartment that are linked to the complex. If there is a problem, the couple is only an elevator ride away.
Bruce and Irena’s company has built a solid client base. The demand for the company’s service is high and continues to grow. The company has the infrastructure and industry experience to be very competitive. Bruce and Irena are passionate about the services their company provides. The couple is part of the community; their company is trusted because their clients are their neighbors. Pooches Sport and Spa is likely to see continued success.