PHILADELPHIA — Larry Fine, 43, is founder and owner of Doggyality, which offers training for dogs and their owners. Fine started the business in 2010 part time while managing a valet-parking service. He has since expanded it to include video tutorials and a book.
How much startup money did you need?
Less than $1,000.
What is your business model?
I work on referrals. The most popular service is a standard session that runs up to 2 1/2 hours and covers the dog’s issues. It costs $185. I also provide phone and email support, and clients get a video tutorial. A text document is embedded into the video, so it becomes a do-it-yourself program. The hands-on training, in a 20-square-mile radius of my home, is the bulk of the business, and I see 150 clients a year. The video has allowed me to reach a larger audience and do remote training. I also have a book on training your dog that was published in June. I’ve sold about 150 books through my website. I also teach and lecture, and work with rescue organizations and shelters.
What’s the typical problem you encounter?
The main focus is behavior modification. Dogs start doing things the way they want to, and we have to show them the way to behave appropriately.
What kind of value do you bring to your customers?
The consumer wants price, quality and service. I follow up with clients, and the model of instruction and DIY is unique because most trainers try to sell multiple lessons, but I’ve found it’s really hard for people to schedule three or four lessons because they don’t have time.
