The beginning stages of market analysis for your new business of Canine
Water Therapy….

Congratulations! I salute you in your endeavors to combine a heartfelt
avocation within the seemingly diametrically opposed worlds of healing,
compassion, and bottomless love with the world of business, and even worse,

“Sales” does not have to be the dreaded task we so often imagine it to be.
Matter of fact, your best sales efforts are actually conducted when you are
doing what you love to do, canine water therapy.

When your heart is into what you are doing, it shows. You are in tune with
what is going on around you and as a result your techniques are inevitably
enhanced. It is the effect of this focus and awareness that is received by your
clients, both animal and human. When you are effective it is appreciated and

When your satisfied clientele share their experience with others, you are,
in essence, recruiting an active sales staff. However, when you are first
starting out or branching into a new service you do not have the luxury of a
dedicated sales staff working enthusiastically on your behalf.

Let’s say you are at the beginning and you want to perform some market
research to explore the viability of your endeavor to build a dog spa in your

There are resources available to you to research potential referral sites in
your specific area. One of them just may be available in your own backyard,
your local public library. If you are able to access your library they may have
a database available on-line. This database is an amazing tool for both
research and marketing.

Let’s say you want to check out the number of veterinarians in your area and
you happen to live in Cedar Rapids, Iowa.

First, I would select the SMA (Statistical Metropolitan Area). This term is
the cluster of zip codes that comprise a major community. In this case we are
working with the Cedar Rapids SMA which contains the following zip codes:
Alburnett: 52202, Center Point: 52213, Marion: 52302, Mt. Vernon: 52314, and
Cedar Rapids: 52402, 52403, 52404, 52405.

Second I would establish the SIC (Standard Industry Classifications) code
for veterinarians: 0742-01. This is a code established by the government in the
early 20th century to identify the various industry groups and was later
adopted by the advertising industry for direct marketing.

Third, I would access this database which allows me to search for all
veterinarians within a designated zip code selection. In this case all
veterinarians within the Cedar Rapids community. I logged onto my regional
online library via the internet allowing me to access a database specializing
in business information. Reference USA – This database is specifically designed
for people like you and me who are interested in finding contact information
and contains over 12 million business listings that are constantly being
updated for the most current contact information.

When I tried this myself, my search found 27 individual business listings.
There is a wealth of information contained with each listing. You will find
complete contact information including phone, fax, and even a web site if
available. You will find the key contact person along with their title. You
will also find their credit rating, general income, number of employees, and
any secondary business that each listing is also conducting. This includes
activity such as pet cemeteries, pet supplies, boarding, washing, etc. You will
even notice information that will have no use to us including: number of
computers, square footage, foreign patents, and the number and sizes of yellow
page ads they have previously purchased.

With an internet connection and a library card each of you can also do this
yourself, if your library offers this online database. You would then be able
to fatten up your own marketing database with pet stores, grooming shops and
other supportive potential networking businesses.

The company that provides this reference data is InfoUSA. You can contact
this company directly: Stephanie Erwin, Account Executive InfoUSA –
866-805-1691 ext. 3832, fax: 402-331-1505, email:
Stephanie is available to assist you with the same research I conducted on the
internet. She can help you find the proper SIC codes for the various groups you
would want to contact. And, amazingly enough, the cost is quite affordable at
approximately .35 cents a record you could not pay a support staff to provide
to you the same information at this amazingly low rate.

This is one example of the resources available to you. Once you have
established your database of contacts you can start developing communications
tools to get your name out there.

In the next issue we will explore these tools and how to effectively
“market” your unique and individual services to your client and prospect

All facets of marketing communications
Owner: Charlie Comstock
Business Phone: 360-461-3155
Email: ccomstock<at>

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Please call/text Cindy at 425 222 9663 if you're interested in becoming a student or client.

Thank you for your patience.