The Dog Institute of Williamsburg engages The Acceleration Project to improve profitability

Meet Elizabeth Reddin, Founder & Director of The Dog Institute of Williamsburg
As a longtime Williamsburg resident, Elizabeth has deep community ties and over 15 years of experience helping new parents of puppies and dogs. After securing her certification through the Dog Training Internship Academy (DTIA), she launched The Dog Institute of Williamsburg in 2018. Along with teaching pet parents how to raise well-behaved pups through positive reinforcement, The Dog Institute provides opportunities for dogs and puppies to socialize through drop-off “play and train” programs.
 
What Were Elizabeth’s Key Challenges?
Due to pandemic restrictions, Elizabeth moved from site-based training to offering private virtual lessons. As she planned to transition to a blended model in a post-COVID environment, she felt uncertain about the financial impact of changing her offerings. She also needed help adding eCommerce capabilities and increasing her overall profitability.
 
How Did TAP Help?
TAP consultants Tasha Kewalramani and Alison Schlesinger compiled financial information to gain a better understanding of the business, both pre and post-COVID. They analyzed Elizabeth’s pricing compared to her competition and uncovered opportunities to reduce costs like rent and other supplies. The consultants also reviewed The Dog Institute website and mapped out an enhanced site structure to incorporate eCommerce capabilities. Elizabeth received an action plan complete with supporting tools and detailed next steps.
 
Where is She Now?
Elizabeth is more knowledgeable about her financial position and understands how to make business decisions with the bottom line in mind. Most notably, TAP used data Elizabeth had collected from competitors to guide her pricing strategy, allowing her to be more in line with the marketplace and maintain her client base. Armed with a fully developed eCommerce plan and refined hiring strategy, Elizabeth is excited to start selling products on her website, hire a new employee and implement some of Tasha and Alison’s other recommendations. She now feels better equipped to advance her business.

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