Dave’s pet shop Business Growth Ideas

ProfitPaths® is an innovative marketing approach we utilize, aimed at amplifying the growth and success of your business. Rather than focusing on company-wide marketing, we devise tailored, individual campaigns that are designed to yield the highest profits, secure the most valuable lifetime clients, and deliver substantial impacts on your company. These impacts are carefully aligned with your company’s overarching objectives.

We’d love to talk with you about these ideas and more. Simply send an email to hello@conklinmedia.com or reply to the email we sent you and we can chat!

Action Plan for Dave’s Pet Shop

Action Plan for Dave’s Pet Shop


Dave’s Pet Shop specializes in providing pet owners with high-quality pet products. One of their impact products is the Wireless Electric Fence System, which is perfect for wealthy DIY homeowners with dogs and large properties in Lancaster, PA. This action plan is designed to help Dave’s Pet Shop sell more of their impact product to their impact buyer.

IMPACT Offering


The Wireless Electric Fence System is an innovative product that offers a safe and effective way to keep pets within a designated area. It is easy to install and provides pet owners with peace of mind knowing their pets are safe.


The Wireless Electric Fence System has a high profit margin, making it a lucrative product for Dave’s Pet Shop.


The potential for selling the Wireless Electric Fence System is high, as there is a large market of wealthy DIY homeowners with dogs and large properties in Lancaster, PA.


The Wireless Electric Fence System can be marketed to pet owners who want to keep their pets safe while giving them the freedom to roam within a designated area.


While there may be some competition in the market, Dave’s Pet Shop can differentiate themselves by offering superior customer service and support.


The Wireless Electric Fence System is a long-lasting product that provides pet owners with peace of mind for years to come.

IMPACT Prospect Persona

The IMPACT Prospect for the Wireless Electric Fence System is a wealthy DIY homeowner with dogs and a large property in Lancaster, PA. They are concerned with the safety and well-being of their pets and want to provide them with the freedom to roam within a designated area.

5 Unique Viral Content Ideas

  • How to Keep Your Pets Safe with a Wireless Electric Fence System: A blog post that provides tips and advice on how to keep pets safe with a wireless electric fence system.
  • Real-Life Stories of Pet Owners Who Use a Wireless Electric Fence System: A video series that showcases real-life stories of pet owners who use a wireless electric fence system.
  • The Benefits of a Wireless Electric Fence System for Pet Owners: An infographic that highlights the benefits of a wireless electric fence system for pet owners.
  • DIY Installation of a Wireless Electric Fence System: A step-by-step guide on how to install a wireless electric fence system for DIY homeowners.
  • Pet Safety Tips for Homeowners with Large Properties: A blog post that provides pet safety tips for homeowners with large properties.

5 Innovative Conversion Ideas

  • Free Installation Service: Offer free installation service to customers who purchase a Wireless Electric Fence System.
  • Money-Back Guarantee: Offer a money-back guarantee to customers who are not satisfied with the Wireless Electric Fence System.
  • Referral Program: Offer a referral program to customers who refer their friends and family to Dave’s Pet Shop.
  • Bundle Deals: Offer bundle deals on the Wireless Electric Fence System and other pet products.
  • Limited-Time Offer: Offer a limited-time discount on the Wireless Electric Fence System to create a sense of urgency.

Channel Selection with Examples

  • Facebook Ads: Run targeted Facebook ads to reach wealthy DIY homeowners with dogs and large properties in Lancaster, PA.
  • Google AdWords: Run Google AdWords campaigns targeting keywords related to wireless electric fence systems and pet safety.
  • Email Marketing: Send targeted emails to customers who have purchased pet products in the past.
  • Direct Mail: Send postcards or flyers to homeowners in Lancaster, PA who have dogs and large properties.
  • In-Store Promotions: Offer in-store promotions and discounts to customers who purchase the Wireless Electric Fence System.

5-10 SEO Keywords + Content & Link Building Ideas

  • Wireless Electric Fence System: Create a landing page optimized for the keyword “Wireless Electric Fence System” and include high-quality images and product descriptions.
  • Pet Safety: Create blog posts and articles related to pet safety and link back to the Wireless Electric Fence System landing page.
  • DIY Installation: Create a step-by-step guide on how to install a wireless electric fence system and link back to the Wireless Electric Fence System landing page.
  • Large Properties: Create blog posts and articles related to owning a large property and link back to the Wireless Electric Fence System landing page.
  • Homeowners with Dogs: Create blog posts and articles related to owning a dog and link back to the Wireless Electric Fence System landing page.

Unique Social Media Opportunities

  • Instagram Influencers: Partner with Instagram influencers who have a large following of pet owners and promote the Wireless Electric Fence System.
  • Facebook Groups: Join Facebook groups related to pet ownership and share information about the Wireless Electric Fence System.
  • Pinterest Boards: Create Pinterest boards related to pet ownership and include pins related to the Wireless Electric Fence System.
  • Twitter Chats: Participate in Twitter chats related to pet ownership and share information about the Wireless Electric Fence System.
  • YouTube Videos: Create YouTube videos showcasing the Wireless Electric Fence System and share them on social media.

We hope these ideas are great! If they aren’t – or you’d like some more – go ahead and use the tool again!

Email us at hello@conklinmedia.com and we can chat more about implementing these strategies or others you may be excited about! It’s what we do.

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The Old vs the new

Business Growth Strategies

Old Business Growth Strategies – The Marketing Team Concept

Whether a business has ten employees or ten thousand, its separate departments or divisions dictate how day-to-day business functions. When looking at profitability and growth, the focus is often the marketing department. This team holds ultimate responsibility for branding and promoting the business and its services.

Odds are, your marketing team receives a product or service concept from the design or engineering department with very little background. Their task is to promote your product or service and bundle it up in a package that the sales team can work with.

Today’s concept of the marketing team puts your product or service on a conveyor belt through each of your company’s departments. Each department receives a turn but only interacts during the hand-off. This approach to marketing teams compartmentalizes each department, breaking down the processes that create the most opportunity for growth.

The Old Way of Going to Market

The Growth Team Concept

On the surface, it might seem apparent that the marketing department and customer service department have nothing in common. One deals with promoting your business and streamlining advertising and branding. The other handles incoming business and diverts it as necessary.

However, the new growth team concept takes into consideration the commonalities between the two departments and creates ways for each to benefit the other. Letting customer service staff in on some marketing secrets helps them develop a better angle from which to approach guests. Feedback from customer service personnel can help the marketing team tailor their campaigns and zero in on specific target markets.

In the old model, marketing and customer service were steps away from one another, and likely never interacted at all. This is also true of other teams which would benefit from more overlap, including tech support, sales, and even product designers.

The marketing team concept sequesters those brilliant marketing minds away from other influential forces within your business. With each department focusing on its own role at each product stage, no one is looking at the bigger picture and considering how to best meet company needs.

What’s in a Growth Team

Involving all departments throughout the product or service development process is vital to growth. Rather than separate departments focusing on their own goals, a growth team brings all those collaborators together.

Letting each department exert its own influence allows for changes to product or service design, preventing failures due to not only engineering issues but also customer preferences. While each department has a specific contribution to the end product, bringing them all together breaks down barriers in the creative process.

Based on company consultations, here are a few key points to consider about each respective department within your organization and their strengths in a modern growth team strategy.

  • Leadership– As the main decision-makers in your organization that start the ball rolling when it comes to designing new products or rolling out new services, leaders also need to listen for feedback that can impact the success of new or existing products.
  • Engineering– When preliminary plans become a reality, engineering teams may prefer to sacrifice function for form. Marketing, sales, and tech influences can keep product development moving forward.
  • Marketing– This team’s responsibilities lie in generating leads and creating a cohesive branding package for your organization and its products, but true feedback comes from support personnel who hear directly from customers.
  • Sales– Proffering the product with its complete marketing package to customers and sealing the deal isn’t always straightforward. Sales staff need to understand the product and its nuances to promote it to customers better.
  • Tech– Tech’s responsibilities are more than resolving email glitch issues. They can have valuable input that pertains to the function of processes and products, plus connectivity solutions that make a product a referral source.
  • Support– As the main point of contact with the customer, the support or service department has the unique ability to direct customer feedback along the appropriate channels. Ensuring that those channels receive the feedback is a huge challenge in the current marketing team structure.
New Business Growth Team

How to Create a Growth Team

Keeping an open mind is the first step in creating a functional growth team that sends your profits soaring. Unconventional solutions can come from unexpected places, but hopefully, those places are your company’s department teams.

Establishing a collaborative round-table type setting where all departments have representation alters the assembly-line structure that the old marketing team was part of. Rather than piecing things together as the product concept moves along, the original concept takes on adjustments in its beginning stages.

Growth teams follow a five-stage process that groups multiple departments based on the product and customer needs at each stage. These recommendations aim to keep the right people in the know for optimal outcomes in both earning leads and closing sales.

Product/Service Design

In the initial design stages, all departments (leadership, engineering, marketing, sales, tech, and support) need to have a voice. This can avoid major errors that lead to stunted sales and complete marketing flops. Each department offers its unique perspective of the product in question and improves on it before it reaches the customer.


Generating awareness for a product or service is a task that’s not just for the marketing team anymore. Sales and tech departments can also lend their expertise on how best to showcase products for lead generation.

Combining ad analytics with online sales support, for example, helps address defined customer groups. Integrating social media allows companies new ways to perform outreach and capture leads. Without tech and sales, marketing is aiming into a void and hoping to hit the right target.


The next step in generating customer interest and nudging them closer to a purchasing decision depends on the abilities of the marketing, sales, and tech teams. Feedback at this stage allows for adjustments to the marketing pitch that the team uses and the technology that generates feedback.

Tech personnel can utilize website analytics to suggest changes to marketing techniques based on client interest (or disinterest), allowing your company to modify its approach on the fly rather than after months of failure to close on a sale.


The moment of sale requires more than sales staff who have a way with words. Part of selling effectively involves understanding what the organization is selling, and what problems and challenges arise after the sale. Sales, marketing, support, and tech staff must communicate to decipher whether customers are satisfied or not, and why.

While sales staff might consider a successful sale a job well done, the tech department’s data and the support staff’s feedback may tell a different story. Considering all these viewpoints gives a well-rounded look at what’s happening after the sale. Plus, when a product or service itself serves as a referral source, the true measure of the product may lie in its analytics after the fact.


All businesses strive to improve their processes, services, and products. The ideal way to begin this improvement is through accepting customer feedback and acting on it. This demands that support, engineering, marketing, and sales reconvene to hash out any remaining issues.

For example, support can transmit feedback to engineering, who can then make improvements to the product to customer specifications.

The Bottom Line

The modern business growth strategy concept is an adaptive approach to teamwork and department integration regardless of your industry. Transitioning to this feedback-loop strategy not only unites your company’s separate divisions into one team, but it also stands to boost your profits over time. There is some great info at Growth Hackers as well.

Here is a video that breaks this whole thing down.