ENTREPRENEURSHIP IN A NICHE SERVICE MARKET: DEVELOPING A BUSINESS MODEL FOR A DOG TRAINING ENTERPRISE

Abstract

In 2012, there were almost 70 million dogs in America, which resulted in an increase in demand for pet services, including dog training (American Veterinary Medical Association, 2012). Based on statistics from the U.S. Pet Market Outlook 2013-2014, consumer spending for non-medical pet services will exceed $20 billion, growing at about 6.0% annually (Packaged Facts, 2013). Dog sports such as agility have become increasingly popular, which has increased the demand for dog training facilities and instructors that offer sports training classes in addition to traditional obedience classes (Kalter & Sprung, 2013). This growth in demand has led to an increase in the number of new ventures offering specialized training services. The purpose of this study was to conduct exploratory research in order to determine the market for dog training in Raleigh, North Carolina. By conducting industry and regional analyses that focus on the local consumer demands, how their needs are currently being met, and what the potential market is, a business model can be developed for the use of entrepreneurs in this niche service market. To help determine the market for dog training, a confidential survey was distributed to dog owners in Raleigh, North Carolina with questions focusing on five main topics: participant demographics, dog demographics, prior training, desired future training, and limitations. By having a better understanding of the market needs in the area, entrepreneurs can develop their business services around the customer demands and limitations and increase their likeliness of success.