Your pet business, Your way

Kate Hendry is the founder of Finbo Studio - a branding and design agency that helps pet businesses create a visual identity that feels just like them.In this episode, we talk all about how your brand is so much more than just a logo – and how to put yourself out there in a way that feels good.Kate is the brilliant brain behind the design of my planner, and she’s worked with loads of amazing pet brands to help them stand out, tell their stories, and grow businesses they’re proud of.We talk about how she went from drawing wildlife prints for her son Finn’s nursery and selling them in an Asda car park, to creating brands that go on to win top industry awards.We cover the mistakes she’s made, the moments that made her want to give up, underpants on the radiator, and what it takes to build a business that reflects who you are.Kate explains what good branding is really about - not just colours and logos, but clarity, confidence, and creating something that supports you to show up. She also shares how feeling invisible shaped the way she now helps others feel seen.We chat about why we need to stop overthinking, how to be brave in our content, and why sometimes the hardest part of business is saying the thing you really want to say.I really hope you love this episode, and that it leaves you feeling a little bit braver when it comes to being yourself.You’ll find all the links to connect with Kate at the end of this post, along with a summary of our conversation.Key topics and timings:0.20 - Episode overview.2.53 - Kate’s introduction and background.4.02 - How Kate’s self-employment business started with creating wildlife illustrations and prints for her little boy Finn and selling them in Asda car park.7.07 - Understanding profits and margins and why Kate stepped away from her product business.9.21 - How Kate uses the experience she made with her product business to support her clients in her new business.13.35 - How Kate fell into the niche of working with pet brands.18.05 - The process of helping a pet brand work out how to bring their brand to life and represent themselves in a way that feels right and reflects how they are.23.51 - How her clients are the key for helping Kate bringing their brands to life with a case study with Kate Hart from The Sniffer Shop.25.50 - The research process and how the passion of the business owner is brought into branding.27.59 - How the branding and strategy and design is implemented across the business.31.45 - How a visual identity project worked for Nina Fotara from The Confident Canine.35.21 - How Kate would brand herself.40.29 - The confidence you get from feeling the impression you’re putting out into the world reflects your business properly.43.29 - Why Kate’s own experience of feeling invisible and wanting to be ‘small and quiet’ makes her so passionate about supporting her clients in feeling good about being seen.48.55 - Originality and authenticity and how this makes running your business easier.51.24 - Being brave with your content.52.14 - How Kate is feeling more confident with sharing her thoughts and feelings and not being scared of being divisive and how posting your opinions will help you stand out. 54.45 - Kate’s advice for people who want to stand out and why you don’t need to be polished and professional.57.08 - Our sharing things you’re a bit scared of saying challenge!1.01.52 - Where to find out more about Kate.Links mentioned in this episode:Find out more about Kate on her website: https://finbostudio.co.uk/Learn more about The Sniffer Shop:

If you’re feeling overwhelmed by all the things you’re told you should be doing, and you're craving some space to figure out what actually works for you, this episode is for you.I’m talking about my 2026 online content planning day - what it includes, how it works, who it’s for (and who it’s not for), and why it’s part of my new offer, the Planner Club.But more than that, I share why this isn’t about giving you another strategy or a list of things to add to your already full plate. It’s about giving you space, support, and structure so you can trust yourself, get clear on what you want in 2026, and build a plan that fits your business - not someone else’s.Topics and timings in this episode:0.20 - Episode outline and what to expect.0.35 - About the 2026 Pet Business Content Planner.1.45 - What is the event all about and why the online event I’m running is different in articulating what you’re really charging for.3.20 - Why the event is about having time and space to work out what you want for 2026.4.20 - The structure of the event, timings and what will be covered.5.00 - Benefits of the Planner Club (the event is part of this)6.51 - Why the event isn’t about teaching, it’s space for you to think about the year ahead.7.30 - The problem with using someone’s system.8.30 - Why keeping it simple can be key for figuring out what’s right for you?8.50 - Rachel Vigers from Rock Consulting and her framework - Direction, Connection, Impact and Differentiation.9.30 - How different ways of communication work for different personalities.11.22 - Why I won’t be starting a YouTube channel or going on TikTok.12.30 - Why I don’t do video.13.50 - Why I want my event to be the opposite of the noise we hear about all the things we should be doing.14.16 - Who the event is not for.14.28 - Who the event is for.15.26 - Self-trust and why it’s the opposite of waiting for the magic bullet that will save your business.Quotes from this episode:“The problem with someone else’s system is - it’s someone else’s system. It might be amazing for them, but it doesn’t mean it’ll work for you.”“I don’t want to add more to your list. I want to help you focus on what you want to do next - without all the noise.”“This event isn’t about teaching or telling you what to do. It’s about giving you the space to think clearly about your 2026.”“Self-trust is the opposite of chasing trends. It’s knowing what’s right for you and building your business your way.”“I’m not going on YouTube. I’ve got false teeth, a broken nose, and a lifetime of insecurities - and I’m still building a business that works for me.”Links mentioned in this episode:Denise Duffield Thomas - What are you really charging for? https://www.denisedt.com/blog/what-are-you-really-charging-forShould you join my Planner Club? https://rachelspencer.co.uk/the-planner-club-pet-business/

Bleu Stessia is the founder of My Cat Grass - the UK’s only fully compliant producer of fresh cat grass.Back in 2018, Bleu had the idea to create his own grass after Monty, his British Shorthair, suffered from intestinal problems caused by his thick coat. Determined to find something to help him, Bleu decided to try cat grass, and started growing it on his windowsill to support Monty’s digestion, and found it made a huge difference.Then friends and family asked him to supply cat grass for their pets, and he started exploring what it might be like to turn it into a business.Now, eight years later, Bleu has supported cats and their families all over the world in living healthier, happier lives.He’s campaigned for cat grass to be recognised as a pet food, worked with vets, DEFRA, the Food Standards Agency and so much more and he’s on a mission to improve feline nutrition.In this episode, Bleu talks about how stepped away from a career in IT to start My Cat Grass and the many hurdles he’s overcome. He talks about the years of research, the legislation challenges, and the utter determination it took to build a brand grounded in science, ethics, and care.Plus, his drive to raise standards across the industry, the rise of indoor cat ownership, and why putting cats’ wellbeing ahead of profit has always been his guiding principle.You’ll find all the links to connect with Bleu at the end of these show notes.Topics and timings in this episode0.20 - What to expect from this episode.2.04 - Bleu’s background and how he came up with the idea to make My Cat Gras.4.27 - Monty, the British Short Haired cat who inspired My Cat Grass.8.10 - What it was like to go from supplying friends and family to creating a business.13.31 - Navigating legislation and the steps Bleu went through to make sure the claims he made were scientific and that the the product was exactly as he wanted it to be.15.41 - The benefits of cat grass.22.49 - How the changes in cat lifestyle, for example more cats living indoors since lockdown, has impacted on My Cat Grass and cat health in general. 27.35 - Bleu’s hopes to work with other pet professionals now the work around having My Cat Grass defined as a pet food is complete.31.02 - Why it was so important to ensure the product was safe, organic and defined accurately. 35.19 - The Cat Show Live, events and getting the word out there about My Cat Grass. 36.51 - What it’s been like meeting cat owners.39.17 - Bleu’s experience talking about My Cat Grass at the PIF Business of Pets event.41.16 - The next challenge, working with pet stores to stock My Cat Grass.43.16 - What it’s been like meeting pet store owners and the response he’s had.51. 51 - What’s next for Bleu and My Cat Grass.57.11 - Why Bleu was so determined to make sure he did it right, despite the costs and battles, and why he chose to take the path that benefited cats in the long run.58.53 - Where to find out more about Bleu and his work.Links mentioned in this episode: Find out more about Bleu and My Cat Grass on his website: https://mycatgrass.co.uk/Connect on Instagram: https://www.instagram.com/mycatgrass/Follow on Facebook: https://www.facebook.com/mycatgrass/Connect with Bleu on LinkedIn: https://www.linkedin.com/in/bleu-stessia-6b394967/Further reading/listening a...

Gemma Stocks is the founder of The Herbal Dog Co - the biggest pet brand on TikTok which she built after making natural products for her own dogs at home.It all started back in 2017, when she was struggling to find natural solutions to treat skin problems for her own pets and began making concoctions for her poorly rescue dogs Benson and Lola from her kitchen table.Gemma was working in hospitality, and had an interest in health brands for humans and wondered what it might be like to do the same for pets.Wanting to do the best for her own dogs, she started experimenting with natural remedies and raw feeding, learning about herbs after work and building a range that now has a huge following across the UK.Gemma talks about how being dyslexic and having ADHD has shaped how she runs her business - from her simple messaging to making sure no customer ever feels stupid or isolated.We also chat about TikTok - how she said no to Dragon’s Den, then later joined TikTok Shop after being approached by someone who used to work on the show. She talks about going live when no one was watching, the behind-the-scenes graft, and why being consistent when it was the last thing she wanted to do led to making £1million on the platform.Plus, why she thinks self-care sometimes looks like trashy romance novels, and why making mistakes is something to be proud of.All the links to connect with Gemma and find out more are at the end of this post, and you can listen to the full interview using the player link below.Topics and timings in this episode: 0.20 - What to expect from this episode.1.36 - Gemma on how she went about creating the Holland and Barratt of the pet world and how her business grew.3.40 - How Gemma learned about food as medicines through her old role working restaurants and hospitality.4.10 - Doing her own DIY raw feeding and supplements for her own dogs and how this led her to explore her own solutions.7.08 - Finding her customer base and talking in layman’s terms to her customers who are trying to figure out what’s best for their dogs.9.56 - How Gemma connected with a former vet and herbalist to ensure what she was creating was the best she could offer.11.38 - Regulation and the supplement industry for pets.13.02 - Connecting the dots between the trends in human spending and matching this with the change in how we were treating our pets.16.17 - Juggling her day job with running her new brand.18.54 - Using what she learned from her old role to build an audience and community, working with groomers and people in the pet industry and growing the Herbal Dog Co.23.22 - Having her first office/warehouse at the back of a friend’s pet shop, and taking on her first employee Hazel.28.55 - How the team has grown since and how she maintains morale with her staff.34.51 - The ways Gemma brings her company culture and behind the scenes at The Herbal Dog Co into her content.41.33 - Why Gemma’s own experience of being dyslexic growing up shapes the way she communicates with her audience.46.22 - Choosing TikTok shop over Dragon’s Den and how Gemma chose to take a leap of faith on the video platform which led to her making £1 million!57.21 - What else has worked for Gemma in raising the profile of The Herbal Dog Co.1.06.21 - Gemma on her biggest mistakes.1.12.03 - The self-care steps Gemma follows.1.16.02 - How Gemma is now supporting other brands who want to learn about TikTok.1.17.53 - Where to learn more and connect with Gemma. Links mentioned in this episode: Watch Gemma's video of Gigi settling in: https://www.instagram.com/reel/DOfymFFjSf1/?igsh=Zm95d2t5OWs1bDg1Visit The

Key topics and timings in this episode: 0.20 - What to expect from this episode and the chat with Kirsty.1.41 - Kirsty on her background in the pet industry.2.47 - How Kirsty went from running her hydrotherapy business to creating her own tool.3.54 - Deciding to sell her business and change direction.5.18 - How her experience shaped what she’s made with Pet Biz AI.8.00 - Getting her head round technology as a business owner who has dyslexia.11.01 - Kirsty’s advice for people who might be wary of AI.15.01 - What the Pet Biz Ai system looks like.20.00 - Taking the pressure off yourself to keep up.21.45 - Using Q and A to make sure the AI overviews pick up on your content.24.49 - How pet professionals can utilise AI search, Reddit and reels to be found.27.04 - Ways businesses are using Pet Biz AI.31.50 - Other ways AI can help in life from counselling to trading standards complaints!34.28 - How context windows work.37.46 - The importance of the personal touch and putting your personality and tone of voice in your content.42.35 - How hallucinations work and making sure you check the AI output.45.09 - Treating AI like an intern not an equal.47.52 - Kirsty’s thoughts on the future of AI for pet professionals and how it can make life easier.51.39 - What’s next for Kirsty and how to get in touch.Links mentioned in this episode:Kirsty on why winning awards will help your pet business grow.How ChatGPT, TikTok and Shopify are the new gatekeepers podcast with Natasha Courtenay Smith. Links mentioned in this episode:Connect with Kirsty on her website: Pet Biz AI websitePet Business Content Planner & CompanionFollow Kirsty on LinkedInFurther reading/listening on this topicKirsty on why winning awards will help your pet business grow.How ChatGPT, TikTok and Shopify are the new gatekeepers podcast with Natasha Courtenay Smith.Key takeaways from the Business of Pets Conference 2025 Download my free social media calendar 10 ways to use ChatGPT to make your life easier (this post is from 2023)

Running a pet business is full-on, and when it comes to planning, it can feel like yet another thing on your never-ending to-do list. That’s exactly why I created the Pet Business Content Planner - and this year I’ve created more support to help you use it, The Planner Club.If you’ve clicked on this episode, chances are you’ve either grabbed a copy of the 2026 planner already or you’re thinking about it. Maybe you love the idea of being organised and consistent with your marketing - but also know you need a bit of structure and support to make it happen.This podcast will help you figure out whether the planner club is right for you. I’ll walk you through what’s included, how it works, and what you’ll walk away with by the end of the year.Topics and timings:0.42 - About the Pet Business Content Planner.1.30 - New things in the Pet Business Content Planner for 2026.2.38 - Why I decided to create The Pet Business Planner Club to go alongside the planner. 3.10 - What the Planner Club will help you do.3.46 - What you get in the Planner Club.4.35 - Online Planning Event.5.10 - How the quarterly planning sessions work. 6.55 - How the coworking mornings work.8.16 - Tracy Brind on her thoughts on the online coworking.9.00 - Days for the coworking morning.9.40 - Why I’m capping the Planner Club at 50 seats.10.09 - Who the Planner Club is for and not for.10.43 - Discounts for Pets Get Visible members.11.21 - Why I’m separating planning from coaching for 2026.11.45 - My background and credentials as a coach.12.05 - What’s inside Pets Get Visible.13.19 - Why I’m putting up my prices for Pets Get Visible for 2026.13.55 - Where to go to join the Planner Club or Pets Get Visible.Links mentioned in this episode:Should you buy my pet business planner? https://rachelspencer.co.uk/should-you-buy-pet-business-content-planner/Buy a planner: https://rachelspencer.co.uk/product/pet-business-content-planner/Join the Planner Club here: https://rachelspencer.co.uk/product/pet-business-planner-bundle/Find out more about Pets Get Visible: https://rachelspencer.co.uk/pets-get-visible-right-for-you/Learn more about Kate from Finbo Studio: https://finbostudio.co.uk/

Claire Harris is the founder of Pets 2 Places - the UK’s first pet taxi franchise and talks about why she's on a mission to educate owners about pet travel safety.Her business started back in 2014 when Claire had the idea to make a taxi service for pets, and with a £10 phone and a handful of leaflets.She was supporting elderly people in her old role in another business, and was asked about helping get pets to the vets.Claire gave the concept of ‘Pets to Vets’ a try, walked round vets with her leafets, and her business expanded, rebranded to Pets2Places in Milton Keynes and has grown into a national business helping people and their pets travel safely.As well as transporting animals, Claire feels so passionately about making sure when they’re travelling, pets are safe, and created Pet Travel Safety Day to educate owners around doing their best for their pets when they’re in the car.This happens every July 1st, the day wearing seatbelts became compulsory, and now Claire is working on creating her own crash tested travel equipment for pets and has become one of the UK’s leading campaigners for pet travel safety.She talks about the lack of proper safety standards when she started out, and how she taught herself everything from scratch, plus how being visible has helped.  All the links to connect with Claire and learn more about her work and Pet Travel Safety mission are at the end of this post. Key quotes in this episode: “People don’t know what they don’t know. I used unsafe equipment at first because there was nowhere to learn from. That’s why I now share what I’ve learned.”“I want people to look at their dog and ask: ‘Would I want to crash in a car like that?’ Because that’s what we’re putting them through.”“I started with a £10 phone and a top-up card. Now I’ve created a franchise, designed a safety product and started a national campaign. It’s grown because I believe in it.”“This business is about more than pets - it’s about people. Some of the clients we support haven’t left their house in months. We’re a lifeline.”“I didn’t set out to be a campaigner, but I couldn’t ignore what I was seeing. Once you know better, you have to do better.”“Being visible has helped me reach more people - but it’s also helped me stay accountable to my mission.”Topics and timings in this episode0.20 - Introduction to the episode.2.28 - How Claire’s Pets2Places business happened by accident.7.12 - What is was like starting out and how Claire went round her local vets with leaflets and her business grew. 11.22 - What travel equipment was like when Claire started out and what she’s learned. 14.36 - What set Claire off on her mission to learn about pet travel safety, and how she went about building her expertise in the area.19.11 -  What the law says about pet travel (and what’s missing).21.16 - Claire’s education and awareness work and Pet Travel Safety Day on July 1st.23.54 - What Claire’s taxis look like when it comes to equipment and keeping the animals she cares for safe.25.43 - The impact of being in an accident with an animal and how dangerous unrestrained pets in the car can be.27.30 - Some of the experiences Claire has heard of with animals being loose and the tragedies that can happen.30.05 - Claire’s plans to create crash tested ISO standard travel equipment for animals and her work campaigning for the government to take Pet Travel Safety more seriously.32.05 - Member story from Sarah Jones from My Anxious Dog.33.07 - Claire’s frustration that animals are ignored when it comes to travelling safely when we’re a nation of pet lovers. 34.11 - Her recommendations for pet owners who want to make sure their dog is safe.36.02 - The problem with the market at the...

Are you thinking of buying my Pet Business Content Planner?In this episode, I’m talking all about why I created it, who it’s for, and how it can help you.This planner is designed specifically for pet business owners to make marketing easier, build confidence, and help you stay organised.I’ll walk you through its features, like monthly content prompts, goal-setting tools, coaching exercises and practical resources that can help grow your visibility and connect with your audience.If you’ve ever felt overwhelmed by putting your pet business out there or struggled to stay consistent with your content, this episode has inspiration and actionable ideas to support you.I’ll also mention The Planner Club, where you can join in an online planning day, plus quarterly planning sessions and coworking mornings to help you make 2026 your most visible year yet.Key topics and timings:0.20 – What to expect from this episode.0.42 - Things to buy instead of the planner if you're not going to use it!1.15 – Why I created the Pet Business Content Planner and what’s inside: content prompts, goal setting and support tools.1.45 - How the planner brings together all I have learned from working with clients since 2019.2.30 - How the Planner Club can help you keep on top of planning.3.10 - What the Planner is like and updates for 2025.3.49 - What a typical month looks like. 4.19 - How the awareness day section works in planning and getting your business noticed.5.08 - Goal setting each month, the paws and reflect section and quarterly planning sections.6.30 - The Words for When section for example, words for when the Peer Fear strikes.9.28 - Who the planner is for?10.37 - Planner review from Sarah from Berkshire Dog Training.11.31 - Who the planner is not for.13.10 - The importance of finding your own voice as a pet professional.14.20 - How the planner can help you.17.39 – Overview of what’s new for 2026.19.47 – Introducing The Planner Club and how it works.23.47 – StreetVet fundraiser – how planner sales will support the charity.Links mentioned in this episode: The planner on its own for £40: https://rachelspencer.co.uk/product/pet-business-content-planner/Or bundle it with The Planner Club and get a ticket to my online planning event and support all year round: https://rachelspencer.co.uk/product/pet-business-planner-bundle/Connect with me on social media: @rachelspencerukStreetVet Charity: streetvet.org.ukCharlotte Faith (UK templates): caninemarketingsupport.co.ukBella Vasta (US templates): jumpconsulting.netFurther reading and listeningHow to create a social media calendar for your pet business The importance of looking back to see how far you've come 10 ideas for using awareness days that aren't all social media

Gemma Glover is the co-founder of The Pet Carpenter, a family business creating beautiful, bespoke pet furniture that looks good in your home and supports your pet’s wellbeing.The brand began during the pandemic when her brother Harry, a carpenter, was asked to make a pet bedroom - and from that first piece, the idea quickly grew.In this episode, Gemma shares how they turned a chance request into a thriving business, the impact of going viral on Instagram, and how they’ve dealt with trolls, copycats, and even a devastating fire in their first year.She also talks about their campaigns around crate confidence, the collaborations that have strengthened their message, and the lessons she’s learned about marketing, customer service, and staying true to your values.If you’ve ever wondered how to grow a product-based business with heart, this conversation is packed with inspiration.Key topics and timings in this episode: 0.20 - What to expect from this episode.2.27 - How The Pet Carpenter started as an accident in the pandemic.5.15 - Gemma shares how the business grew from that first pet bedroom to a workshop and running a team and the different things they did to reach people about the new products.8.02 - How they coped with a devastating fire at their workshop and starting all over again.10.39 - What life is like behind the scenes at The Pet Carpenter.12.51 - What it’s like to have rapid growth and go viral plus coping with trolls.15.05 - The Pet Carpenter campaigns and how Gemma plans and implements them. 17.51 - How to make meaningful collaborations happen.21.05 - Instagram and how Gemma has worked on the platform.23.08 - Using campaigns and conversations to stand out. 26.04 - Strategies for reaching different types of audiences.29.12 - Trying different platforms for marketing.32.53 - What it was like presenting at the PIF Business of Pets Innovation Prize 2025.34.36 - Making the decision to be a lead generation website rather than buy off the shelf.39.31 - The non-negotiable tasks Gemma does to keep her business moving forward.45.22 - How Gemma navigates working with influencers and dealing with cheeky requests.47.39 - How pet professionals and other brands can work with Gemma.51.27 - Coping with challenges, from copycats to mean influencers.57.57 - Trademarking and how Gemma has protected her brand. 59.53 - Gemma’s self-care go-tos.1.01.39 - What’s next for The Pet Carpenter and how to get in touch.Links mentioned in this episode: https://www.thepetcarpenter.co.ukInstagram: https://www.instagram.com/thepetcarpenter/Facebook: https://www.facebook.com/thepetcarpenterYouTube: https://www.youtube.com/@thepetcarpenterTikTok: https://www.tiktok.com/@thepetcarpenterPinterest: https://uk.pinterest.com/thepetcarpenter/LinkedIn: https://www.linkedin.com/in/gemglover

When Victor Carpio rescued a tiny kitten from a sewer in Peru, he had no idea it would lead to him inventing a product that would help thousands of cats all over the world live healthier lives.Victor is the founder of Inventorcat and the creator of the Dental Wand - which is a toothbrush and fun play toy for cats.The inspiration came from his own cat, Lilo, who he’d adopted after rescuing him that night in Peru.Victor wanted to be the best cat dad, and it was when he learned that he should have been brushing Lilo’s teeth and hadn’t that he decided he wanted to change.And when he tried to find something so he could brush his cat’s teeth and struggled, he decided he’d try to find a solution himself. What came next was years of research, prototypes, testing, and feedback - and ultimately to the product he pitched to the Dragons on BBC’s Dragon’s Den.In this episode, Victor talks about that eureka moment to launching his business, facing resistance in the industry, navigating burnout and personal challenges, and growing Inventorcat into a brand that will improve the lives of cats all over the world.We also chat about what it’s like to go against the grain, build something new in an industry that doesn’t always welcome change, and why he’s so passionate about making life better for cats - and the people who love them.Topics and timings in this episode: 0.20 - What to expect from this episode.2.01 - Victor on his role in the pet industry.4.35 - The story of rescuing Lilo in Peru.8.24 - Discovering the challenges of brushing cats’ teeth.11.55 - Victor’s background in business and innovation.15.02 - Turning an idea into a real product.20.30 - From bristle glove to Dental Wand. 24.40 - Market research and the reality of cat dental care.28.51 - Educating cat owners and working with other people in the pet industry.30.25 - What it was like to be on Dragon’s Den and how he thought he was going to faint before they opened the ‘lift doors.’35.02 - How speaking about the why and values behind his product meant that Deborah and Peter became his cheerleaders live on the show.38.04 - What it’s meant for Victor, moving from DTC to B2B thanks to the exposure from being on TV.41.43 - Shifting to working with large retailers, shows and exporters.43.10 - Being taken seriously with industry experts and bodies like the British Veterinary Dental Association. 44.05 - How awards help with credibility.46.14 - Why 2025 is the year of the cat and how the industry is now seeing that cats have different needs and products.49.03 - How pet professionals can support change. 53.07 - How pet pros can use their own community when they want to carry out research as well as local community groups.55.13 - The things Victor has done which have been against the grain, and how it worked for him. 59.16 - What’s next for Inventorcat and how to connect with Victor.Links mentioned in this episode: Find out more about Inventorcat on their website: https://www.inventorcat.co.uk/Connect with Victor on LinkedIn: https://www.linkedin.com/in/victorcarpio/Follow on Facebook: https://www.facebook.com/inventorcatcareFind Inventorcat on Instagram: https://www.instagram.com/inventor_catOn TikTok:

Just two years ago Kate Hart was making scentwork kits as a treat for her dog training clients and now she's sending them out to dogs all over the world.Kate's gadgets and goodies went down so well that she decided to make them as a 'side hustle,' with her engineer husband Marcus and created a workshop at their home in Bristol. In this episode, Kate talks about how she became a dog trainer after a terrifying accident where she broke both her legs, and then specialising in scentwork.She talked about what it's like to follow a bit of a hunch when you might be onto something which is exactly what happened with her scentwork kits.We talk about lots of the tough stuff that happens as you try to build something new, and how Kate has coped with rapid growth and success.Plus awards, visibility, the kind of support that has helped her, and why it is ok to get excited about what you do, because people will pick up on that and get excited for you, and when that happens, good things come.I LOVED this conversation so much and I hope you do too. All the links to learn more about Kate are at the bottom of this post. Key topics and timings in this episode: 0.20 - Episode overview.1.23 - How Kate found herself working as a dog trainer. 3.50 - How a life changing industry led her to have a career change from her old life as a nurse and researcher in the NHS.6.46 - What it was like to start again with a new career as a dog trainer.7.45 - Using her experience in the NHS to build relationships and using her transferable skills.9.23 - What helped Kate when it came to growing her dog training business.13.36 - Kate’s lightbulb moment and why she decided to niche into scent work and making her own products which she tested on her own clients.18.20 - Behind the scenes in Kate and Marcus’ Sniffer Shop warehouse.23.19 - Testing out her products with her six Labradors and how the Sniffer Shop has grown.25.04 - What it was like going from making products as a side hustle to having an actual brand and bringing ‘Nose Joy for Dogs’ to life.27.07 - Exhibiting at Edition Dog Live and meeting her customers.32.18 - What Kate has learned from growing very quickly and the importance of goal setting and forward planning. 35.50 - The importance of trusting your gut.37.20 - What’s helped during the challenging times.38.35 - Pets Get Visible review from Heather Stevens.39.55 - Kate’s highlights from the last two years.42.24 - The volume of products Kate is now sending out!43.55 - The joys of getting videos of dogs enjoying her products.45.12 - Why sharing your passion is important.48.41 - How Kate feels about being visible now.51.50 - What’s next for Kate. Links mentioned in this episode:Find out more about The Sniffer Shop: https://thesniffershop.co.uk/Follow Kate on Facebook: https://www.facebook.com/thesniffershopConnect on Instagram: https://www.instagram.com/thesniffershopVisit her dog training website: https://www.myhartdog.co.uk/Kate trained with UK Sniffer Dogs - learn more here: https://www.uksnifferdogs.com/Kate used Finbo Studio for her branding - check them out here: https://finbostudio.co.uk/Further...

Jo Scott is a dog artist, illustrator and creative business owner whose work now reaches people all over the world.Yet just over a decade ago, Jo was working in corporate and dreaming of creating her own greetings cards, something that had been at the back of her mind since Uni.Her business began with a single portrait, drawn as a birthday gift for her mother-in-law where just wanted to see if she could capture the likeness of a dog she loved. That one drawing led to another… and eventually to a full career change in her 40s with Jo following the first career path she’d ever considered.Jo talks about moving on from a high-pressure office job, building a creative business she loves and where she can work from anywhere, including while she's off on adventures in her motorhome.She shares how she found her people through Substack and email, how she shows up online in a way that feels right to her, and van life with husband Dean and dog Tomasina.We talk about creative burnout, comparison, and why it’s OK not to chase massive income numbers or shiny objects.Jo's cards are on sale on prestigious sites like Thortful and Moonpig, meaning she gets portrait orders from all over the world, and she works with small retailers, sells from her own site and at events.If you’ve ever had a niggling idea that won’t go away - or wondered if it’s too late to do something completely different and follow your dreams, you’ll love Jo’s story.Key quotes from this episode“I drew my mother-in-law’s dog for her birthday - just to see if I could—and that one drawing changed everything.”“I didn’t need a business that made me feel stressed or boxed in. I wanted one that gave me space to breathe.”“With Substack, I’ve found a way to communicate that I love. I started writing emails and people were replying saying, ‘This feels like you’re inside my head.’”“Being in the motorhome showed me I could live slower, work differently—and not miss the old version of success.”“You get to be the kind of artist - or business owner - you want to be. It doesn’t have to look like anyone else’s.”“It’s never too late to do something different. You can absolutely start again, and do it your way.”Key takeawaysJo’s first dog portrait was drawn for her mother-in-law’s birthday - and sparked a total career change.She built her pet-themed art business slowly, alongside other work, without pressure to scale quickly.She connects with her audience and builds relationships through email and Substack, not social media trends and values working with other artists.Choosing to live and work from a motorhome gave her clarity on how she wanted her life to feel like and what ‘enough’ is for her.Jo’s story is proof that it’s never too late to do something you love, and you don’t need to be everywhere and running yourself ragged to make an impact.Topics and timings in this episode1.30 - Jo’s first dog portrait and how it all began4.10 - Why art was always her thing (and what took her away from it)7.30 - Moving from a creative agency career to working for herself10.15 - Starting over in her 40s and building a pet-themed business14.20 - Creating her first greeting cards and finding her niche17.40 - Building confidence and showing up online in her own voice21.00 - Finding her people through email and Substack26.10 - What helped her stop comparing herself to other creatives30.00 - Choosing slow growth and redefining success35.15 - Jo’s motorhome life and how she’s experiencing a different pace of business41.00 - Creating from joy instead of pressure45.20 - Selling at events like Crufts and what Jo has learned from in person shows and learning as she went49.10 - Creative burnout and how she protects...

Clayton Payne is a pet industry expert who’s been in the trade for over three decades – and who’s built one of the UK’s most well-known and well-respected wholesale businesses from scratch.He shares what it was like starting out as a young lad knocking on doors trying to get products into shops, how he built a business that turned over millions, and why staying real and relatable has been such a big part of his success.Clayton also talks about what it’s like to be hated and not taken seriously, and how he pushed forward and learned not to care what people thought about him, to the point where he says he ‘loved’ being disliked.We talk about the highs and lows of running a business in the pet industry, being consistent and reliable, and how the sector has changed since he started out in the 90s, especially when it comes to social media, brand building, and visibility.Clayton also speaks about his own challenges, including overcoming alcohol addiction in his early twenties, how he still experiences imposter syndrome, and the toll success can take behind the scenes.If you want to know what it’s like growing a pet business that stands the test of time - and what it means to be a disruptor - you will love this conversation.All the links to connect and learn more from Clayton, plus how to tune into his brilliant Pet Business Disruptors podcast are at the bottom of this post.Topics and timings in this episode:1.00 - Introduction to Clayton and his background. 3.00 - Growing up in the pet industry and early career. 6.45 - Creating and scaling a successful wholesale business. 9.30 - Disrupting the natural treat industry in the UK. 12.00 - How the industry has evolved since the 90s. 15.10 - Why it’s harder (and easier) for brands today. 18.00 - Supporting challenger brands and working with agility. 21.30 - Breaking through and being taken seriously in the early years. 24.20 - The impact of a major competitor going under – and how it led to huge growth. 27.15 - Why service and reliability matter more than price. 29.00 - Showing up for your customers and staying consistent. 31.00 - Dealing with rejection and staying resilient. 33.10 - How tailoring your approach to each pet shop can improve your chances. 35.20 - Is your product truly viable for retail? A reality check for small brands. 39.15 - How challenger brands can approach route to market and minimum orders. 41.45 - Why the Pet Business Disruptors podcast was created. 43.00 - Imposter syndrome and showing up as yourself. 45.00 - How authenticity and personality became a strength. 48.30 - Being disliked by the industry – and why that’s not always a bad thing. 52.00 - The importance of staying focused on the right people. 54.15 - How travel helped with perspective and resilience. 56.30 - Life now – consultancy, the podcast and new opportunities. 58.45 - The impact of long-term sobriety and recovery. 62.30 - How being sober supercharged business success. 65.00 - The myth of perfect timing – why it's never too late to do what you want. 67.00 - Market shifts in 2025 – the rise of premium cat products. 68.30 - What’s changing with AI, SEO and e-commerce. 69.30 - What it takes to be a true disrupter.Links mentioned in this episode: Download the new content calendar: http://rachelspencer.co.uk/calendarConnect with Clayton on LinkedIn: https://www.linkedin.com/in/clayton-payne-a6772244/On Apple Podcasts: a...

Are you thinking of joining my Pets Get Visible membership?If so, this podcast episode is for you. Inside you’ll learn what the membership is, the different elements inside of it, and what’s in it for you if you join.Plus hear from member Nina share their experience of being part of it.If you know you’re ready to join, here’s the link:  https://publicityforpetbusinesses.mykajabi.com/pets-get-visibleUse PGV50 at checkout to get your first month for £15 and it's £30 a month afterwards. Key topics and timings in this episode0.43 - this week's topic - my Pets Get Visible membership.2.30 - Why I created the membership to support people with a mix of coaching and visibilty training.3.28 - Changing my focus from press coverage to coaching.3.45 - The importance of confidence building and why I trained as an accredited coach to ILM Level 7 and Level 5 in Coaching and Mentoring. 5.10 - The different elements of the membership, coaching calls, workshops, member socials, resource library, coworking calls, learning library and Facebook group. 10.21- What happens on the co-working calls.10.50 - Nina Fotara from Confident Canine Dog Training talks about the co-working sessions.12.47 - How the coaching call works.14.56 - How the member socials work.15.35 - The Facebook group and what to expect in the community when it comes to support.16.00 - Common questions about the membership. 16.30 - Who the membership is for. 16.51 - Who the membership is not for. 18.55 - Final thoughts.19.39 - How to get in touch if you'd like to join - email rachel@rachelspencer.co.uk or find me on social media @rachelspenceruk.Links mentioned in this episodeHere's the link for your first month half price: https://publicityforpetbusinesses.mykajabi.com/offers/7Hvpvxzr/checkout?coupon_code=PGV50If you want to join, head to the sign-up page here: https://publicityforpetbusinesses.mykajabi.com/pets-get-visibleOnce you've registered, you'll have instant access, and you'll be invited to the members' Facebook community. Any questions, let me know and it would be great to see you thereFurther listening if you found this helpfulWhy I trained as a coach and what this means for your pet businessThe Trust Equation and how to use it to build trust in your pet business What’s your pet business culture and why it mattersNavigating the rollercoaster of running your own pet businessGetting comfortable, confident and consistent in your pet business marketing

In June 2025, the Pet Industry Federation hosted its third Business of Pets conference – a two-day event that brought together founders, retailers, marketers, investors, and innovators from across the pet industry.Held at Cranfield University, the programme was full of insight and inspiration. Across expert-led panels, hands-on workshops, and the ever-popular Innovation Award pitches, we explored what’s next for the pet sector – and how small businesses can not just keep up, but lead the way.In this episode, I’m joined by my friend and designer Kate Hendry from Finbo Studio, who I attended the event with. We’re sharing our reflections, notes and takeaways from across the two days – what we learned, what surprised us, and what we think matters most for small pet businesses in 2025 and beyond.We heard from industry names including Rachel Duffy of Naked Dog, Claire Hunter from Claire’s Comfy Canines, and Gemma Stocks of Herbal Dog Co, plus early-stage brands breaking new ground in areas like prescription access, AI tech, and ready-grown cat grass.There were sessions on crowdfunding, community building, scaling your business, and how to use AI tools practically (and without shame) in your day-to-day. And the Innovation Finalists across both days gave us plenty to get excited about.With so much packed into just two days, we’re using this episode to recap the standout moments – the speakers, ideas and strategies that stuck with us – along with links, timings and resources if you’d like to explore more.Topics and timings in this episode:Day One1.12 – Introduction to the conference and what to expect from this episode.2.09 – Attracting customers panel with Rachel Duffy (Naked Dog), Claire Huster (Claire’s Comfy Canines), and David Brown (ByTeddy)6.07 – Building community through local partnerships and sponsorships7.59 – Influencer marketing and affiliates with ByTeddy 10.55 – Understanding investment with Debbie Lewis (NatWest Accelerator) and the funding process14.18 – Crowdfunding success with Clara from The Muzzle Movement (raised £46,000 through her community)16.50 – Mindset blocks around funding and investment – and how not every business needs to scale17.33 – Turbocharging business growth with Martin Spiller (Cranfield University): KPIs, focus, and customer knowledge21.53 – Psychological safety in teams, letting go of control and building support25.13 – Keeping your passion alive in business and the importance of connection29.19 – Innovation Award pitches from Day One finalists: • 30.43 – Indoorcat Ltd/MyCatGrass – Ready-grown cat grass for feline enrichment • 33.01 – Inventor Cat – Dental Wand to reduce periodontal disease in cats • 33.43 – Pet Trust UK – Building a better centralised microchip and pet database • 36.11 – Petcare Technologies Ltd – Pawpal booking app for groomers, walkers, daycares • 37.39 – Petscribers – Affordable pet prescriptions and access to medication • 40.02 – The Clorox Company – Ever Clean Senior Cat litter formulated for older felines42.11 - Confessions of a Pet Entrepreneur with Liz Stout from No Bull and Gemma Stocks from Herbal Dog Co.Day Two 46.57 – AI & Tech panel: how AI is transforming the pet industry with Kirsty Skeates (PetBizAI.app) and Scarlett Trillia (Porter Labs)48.18 – Using AI to streamline client notes, content, and operations49.44 – What is PetBizAI and how it supports pet business owners51.45 – Different AI tools (ChatGPT, Claude, Gemini) and reducing AI shaming52.33 – Treating AI as a colleague and integrating it ethically and sustainably54.20 – From idea to impact: innovation and growth in the pet sector with Claire Gavin (Innovation for Pets), Peter Roy...

After nearly five years and 250 episodes, I’m taking a break from my weekly podcast, Your Pet Business Your Way. In this final episode, I reflect on how the podcast started, how it’s evolved, and why now feels like the right time to pause. I also share my plans for the future and how you can stay connected while I take this break.Key topics and timings in this episode:0.20 – What to expect from this episode – look back at nearly five years of the podcast.2.30 – How the podcast began and evolved from Publicity for Pet Businesses to Your Pet Business Your Way.7.45 – Why I’m taking a break - balancing work, life, studies, and running multiple businesses.12.15 – What’s next for the podcast - moving to a seasonal format with themed series.15.30 – How you can stay connected and access 250+ episodes and free resources on my website.18.00 – Thank you and what’s next.Links mentioned in this episodeFind me on social media – Instagram, Facebook, LinkedInEmail me – rachel@rachelspencer.co.ukSearch past episodes – www.rachelspencer.co.uk/podcastBuy the Pet Business Content Planner (£30) – https://rachelspencer.co.uk/product/pet-business-content-planner/Join Pets Get Visible (£15 for your first month) – https://publicityforpetbusinesses.mykajabi.com/offers/7Hvpvxzr/checkout?coupon_code=PGV50Keep in touch via my newsletter – Sign up at www.rachelspencer.co.uk

Want to know how to create a loyal, engaged community around your pet business?In this episode, Laura Hebberd, founder of Pure Dog Adventure Training, shares how she went from running small classes in her local village hall to building a thriving tribe of dog owners who absolutely love everything she does.Laura is based in Darlington in the North East of England and works with all kinds of dogs - the key thing is that they and their owners love an adventure.Her business is about so much more than training - it’s about creating connection, community, and fun for dogs and their owners. From quirky events and themed days to using unique venues like castles and paintball arenas, she’s built something so special that keeps people coming back week after week.Laura, who started out counting cash in Northern Rock bank, talks about how she got into dog training by volunteering at Dogs Trust.Plus, how she traveled to America to run equine rehabilitation programmes in prisons, and how a life-changing accident inspired her to focus on building a business that centres around belonging and inclusion.If you want ideas on how to build your own community, stand out in a crowded market, and create experiences your clients will love, you will love this episode.Key topics and timings in this episode:0:20 - Introduction to Laura Hebberd and Pure Dog Adventure Training.3:45 - Laura’s journey from village hall classes to creating a thriving dog community.7:12 - Using unique experiences and adventures to engage clients.11:28 - How Laura’s personal story shaped her approach to business.15:42 - Building trust, belonging, and safe spaces for dogs and owners.22:50 - How to go about filtering clients and creating the perfect fit for your community.29:30 - Why word-of-mouth marketing beats fancy sales campaigns.35:12 - Tips for standing out in a crowded market by staying authentic.Key quotes:"It’s not just dog training - it’s about creating a place where people feel they belong. They’re part of a community, not just clients.""One of the most important things for me was making sure everyone feels welcome - both people and their dogs. It’s about creating a safe space where they feel accepted.""We don’t just run classes. We celebrate everything - competitions, parties, quizzes - anything to make people feel included and part of something bigger.""Our community isn’t something I built alone. It’s shaped by the people who come to us. They give feedback, share ideas, and help us create something special together."Takeaways from this episode:Building a community is about creating connection and making people feel like they belong.Unique, client-focused experiences help you stand out and foster loyalty.Word-of-mouth marketing is one of the most powerful tools for growing a business.Staying true to your values and creating authentic experiences will keep clients coming back.Resources mentioned:Seth Godin’s book, Tribes. Get it on Amazon here: https://www.amazon.co.uk/Tribes-We-need-you-lead/dp/0749939753Links mentioned:Want to know how to create a loyal, engaged community around your pet business?In this episode, Laura Hebberd, founder of Pure Dog Adventure Training, shares how she went from running small classes in her local village hall to building a thriving tribe of dog owners who absolutely love everything she does.Laura is based in Darlington in the North East of England and works with all kinds of dogs - the key thing is that they and their owners love an adventure.Her business is about so much more than training - it’s about...

Want to make sure your pet business website content is helping your pet business stand out?I'm chatting to Roz Healey for the second part in a series on websites - this time looking at the content you create on yours.Roz is a website expert who has worked in digital media since the 1990s and carried out research into how people behave online in the pet industry as part of her Masters in Digital Marketing.She’s helped countless businesses create websites that work hard for them.In this episode, Roz shares her insights on creating content for your pet business website that builds trust with your audience and keeps them coming back. That might be written, audio or video, you choose the format that works best for you, and the key thing is to have it on your website.Then, distribute it on social media, so if platforms change or are even taken down, your hard work is on your website and isn't wasted.We also discuss how your website content is yours to control - unlike social media posts that can be taken down or get lost in the noise.From blog posts and podcasts to press coverage and backlinks, Roz explains the key content strategies that not only establish authority but also drive traffic to your website and boost your visibility.Whether you’re just starting with content creation or looking to fine-tune your content, this episode is packed with practical advice and tips to make your content work for you.You'll find all the links to connect with Roz at the end of this post.Key topics and timings in this episode:2:20 - Introduction to content creation for pet business websites.4:52 - Writing for two audiences: humans and Google.9:34 - How to create local content that resonates with pet owners.11:19 - Repurposing website content for social media.15:35 - The role of publicity and backlinks in driving traffic to your site.18:42 - How AI can help you brainstorm and plan content ideas.22:22 - Making your website irresistible to potential clients.26:50 - How often to update your website (and why it matters).29:30 - Viewing your website as your most effective salesperson.33:46 - Understanding the importance of social proof and how to use it effectively.Key takeaways from this episode:Roz highlights how website content is your most valuable marketing asset. By creating blogs, podcasts, or articles, you establish authority and provide consistent value to your audience. She explains how regularly updating your website improves its visibility and why every piece of content you create should link back to your site. Roz also shares practical tips for repurposing content across platforms while maintaining your voice.Links mentioned in this episode:Visit Beech Web Services: https://www.beechwebservices.co.ukBook a free website health check: https://www.beechwebservices.co.uk/services/free-website-healthcheck/Learn about the Google study: https://www.thinkwithgoogle.com/intl/en-emea/consumer-insights/consumer-journey/navigating-purchase-behavior-and-decision

Are you looking to create a connection with pet owners when then land on your website?This podcast episode with Roz Healey, a website expert who has carried out research into the psychology of how pet parents make decisions online is here to help.Roz has been working in digital media since the 1990s, and she’s the brains behind countless WordPress websites for businesses across a range of industries. She recently carried out a fascinating research project into the psychology of how people make decisions online, specifically focusing on the pet industry, as part of her Masters in Digital marketing.In this episode, Roz shares some of the most effective tactics identified in her research - plus insights from studies by Google - and how you can apply them to your pet business. From social proof to the power of free, Roz explains the six cognitive biases that influence website visitors.Plus how you can use the findings to help the people who need your support feel reassured they’re in the right place - without you feeling like you’re doing anything that feels manipulative or uncomfortable.Whether you’re new to the online world or you’ve been running your website for years, this episode will provide you with some really interesting information on how pet owners make decisions.You'll find all the links on how to learn more about Roz at the end of this post.Key topics and timings in this episode:2:20 - Introduction to Roz Healey and her background in digital marketing.4:44 - The six cognitive biases and how they influence decision-making.8:28 - Balancing persuasion with ethical marketing for pet businesses.12:23 - How high emotion affects pet owners’ online behaviour and decisions.14:52 - Why pet business owners often feel uncomfortable around using persuasive tactics.16:28 - Practical ways to personalise cognitive bias strategies for your business.18:29 - How storytelling can make scarcity bias feel natural and relatable.22:27 - View your website as your most effective salesperson.26:53 - Why regularly reviewing your website is essential for growth.28:01 - Make it easy for customers to connect with your values.31:26 - Simple updates to improve customer experience on your site.33:46 - The importance of social proof and how to collect reviews effectively.37:21 - Cheerlead yourself through your website: showcase awards, press, and authority.Key takeaways from this episode: Cognitive biases strongly influence decision-making and can be applied ethically to improve website performance.Social proof, such as reviews and awards, is a powerful way to build trust with potential customers.Regularly updating your website ensures it reflects your current priorities and offerings.Make your website’s hero area clear and compelling - it’s critical for first impressions.Use tools like AI to streamline content creation while maintaining your authentic tone and voice.Links mentioned in this episode: Head to Beech Web Services to find out more about Roz: https://www.beechwebservices.co.ukHere's the link for the free healthcheck: https://www.beechwebservices.co.uk/services/free-website-healthcheck/Learn more about the Google study 

Are you thinking of starting a blog, a podcast or a YouTube channel and regularly publishing content around your pet business?If so this podcast episode is for you, as it will help you decide which style of content is right for you.And if you choose the one that’s most suited to your skills and taps into what you actually enjoy doing, then it’s more likely that you’ll find creating it enjoyable and remain consistent.In this episode, I’m going to talk about why you should invest time and resources into creating this type of content and the advantages it brings. I’m sharing the various forms your core content can take, from written blog posts and podcast episodes to engaging videos. Plus, insights into how often you should be publishing this content and some handy tips on planning it effectively and how I can support you and make this happen.Topics and timings in this episode: 1.42 - What is core content?4.24 - Seven reasons to create core content for your pet business12.10 - How your core content will last far longer than your social media content with stats on the lifespan of different social media posts13.48 - The different options do you have for your core content16.41 - Deciding how often you publish your core content20.30 - How content planning works in my Pets Get Visible membership 23.04 - What to do if you’d like some support with creating your core content23.40 - Helen Scotty King testimonial26.17 - Sharing your core content in my Facebook communityLinks mentioned in this episode: Join Pets Get Visible: https://publicityforpetbusinesses.mykajabi.com/pets-get-visibleHow to start a pet business blogThings to consider when starting a podcastMeet Kellie Wynn the Beagle LadyHow to create a bank of anytime contentTwo types of publicity you need for your pet businessEverything you need to know about starting a podcast with Ant McGinleyHow a podcast can help your dog training business with Greg Pattison