Ellen Ehrlich is the author of Go Mobile And Succeed, 49 Essays On Pet Grooming and the creator of Go Mobile And Succeed – The Seminar DVD. She has appeared on Animal Planet as a guest mobile groomer, writes a popular blog on PetGroomer.com called Go Mobile And Succeed and is a Certified Feline Master Groomer. Ellen is also certified in CPR and Canine/Feline First Aid through Pet Tech. She is a freelance writer, the winner of the essay contest Driven To Groom, an industry speaker, and was on the Honor Roll for a Cardinal Crystal Award for Journalist of the Year. Ellen has been nominated for two Barkleigh Awards – Up And Coming Speaker and Blogger Of The Year. She has been nominated twice for a Crystal Award for Mobile Groomer Of The Year. Ellen created and moderates the facebook page Go Mobile And Groom. She is a member of Pawsitive Instructional Training, giving online webinars live and on demand. Ellen is also a consultant for Hanvey Engineering. Ellen’s endless amount of passion and enthusiasm motivates her to explore and take advantage of new opportunities in the grooming industry.
Stress is something we all encounter in our busy lives everyday. You can’t avoid it. There are many forms of stress-causers you can’t control like getting stuck in traffic or preparing for an exam. What I am talking about are the things you can control and even prevent.
Stress is a serious thing. It is defined as “a situation or thought that makes you feel frustrated, angry, nervous, or anxious.” We all know stress is bad for you. It can cause you to lose sleep, overeat, be impatient, and can cause a host of negative behaviors and habits. It can even take the joy out of life and contribute to depression. What can we do to create a stress free world for ourselves?
Some people have stressful jobs that make their life miserable. They hate going to work everyday. It’s the last place they want to be. I feel sad for these people. How can you possibly do a good job if you are stressed out and unhappy? I consider myself extrememly blessed because I love my job as a mobile groomer. Grooming is part of my very soul. In fact, it’s more then a job. It’s who I am. I know many other groomers who feel as I do. It’s not uncommon in our profession.
One of the great things about having your own mobile grooming business is you can control your workday. You can decide who you will groom and where you will go. You can chose the products and tools you like best and how much you want to work. You can purchase or build your own van or trailor. You can create your own artistic world and spend the day with puppies and kitties. How heavenly is that?
One of the biggest benefits to having your own mobile grooming business is finding those special customers who make your world a better place, void of stress. They do exist - they respect you and your business. These are customers who call ahead to change their appointment should their plans change; they don’t wait for you to call them. When you send an email or text message to confirm their appointment they respond right away. These customers send their groom fee promptly should they forget to leave a check. These are customers who work with you as a team to care for their dog or cat, brushing and combing in between appointments and keep their pet on the proper schedule. They even shovel and salt their walk when the weather is bad and know you are coming.
One thing I have always said about running a mobile grooming business is you have to run the business, you can’t let it run you. Aside from looking for that special customer, I have learned in the last five years you can’t groom every dog or kitty that comes your way. I know how to say yes and I know how to say no. I know why I'm calm and relaxed when I am working. I have great customers and great pets. We respect and appreciate each other, the dogs and cats I groom are cooperative and happy. This equation equals a stress-free workday.
A business relationship is a two way street. Find those special customers and pets. Treat them like gold. Put your safety and your well-being first so you can look at your schedule for the day and like what you see. I intend on being in this business for a long, long time. Surround yourself with everything positive and your soul will thank you for it. You will become the calmest and happiest mobile groomer on the planet Earth.
Pricing right from the start is the most important factor when starting a mobile grooming business. It can mean the difference between success and failure. These are the questions most asked when talking to many start-up business owners and reading online. “How much should I charge? What do I say? What is the service and my time worth?”
The first step is calling the local corp stores, grooming establishments, and other mobile groomers in your area to find out what they are charging. That helps to set a base price. Knowing the cost of a small dog trim and a large bath dog will get you started in the right direction. Once you have an idea on the going rate, you can estimate how much money you can earn by asking yourself, “How many dogs can I comfortably groom in a day?” Keep in mind that all the critters will be new when you start so they will take longer.
In my area basic mobile fees start about $25.00 above shop fees, not including the cost of extra services such as deshedding, dematting, wet clipping, uncooperative dogs, and the condition of the pet. These costs must be factored into pricing when the groom is completed. You cannot give these services away thinking that this will encourage the customer to rebook when you are new or even if you are established. If you are, you are undercharging and only shortchanging yourself. If you drive away feeling you needed a tip, you are not charging enough.
Our services cost more than a traditional grooming shop for many reasons as there are added benefits to the customer that uses mobile services. This needs to be explained to the new customer up front so they understand why we charge more. First of all, we are a House Call service. We groom one dog at a time at their home. The pet owner does not have to drive back and forth to a grooming shop in bad weather or on a busy Saturday. The majority of my customers aren’t even home when I am grooming. That is something I point out to my customers – you don’t have to be home! It’s quiet and relaxing in my van, which can be extremely beneficial for ill or elderly pets. They become familiar with me and it is always the same routine. It’s just not the same experience for the owner or the pet if they use a shop. We are a personalized service. The pet owners, dogs and cats get to know us and the majority of grooms can be completed in a hour to an hour and a half. That’s a huge plus.
In terms of groom fees, our services are built on traveling, labor and risk. Grooming dogs and cats is not an easy job. It can be dangerous. Most of us work alone. It is easy to get hurt wrangling canines and felines as we bathe, dry, snip, clip, and trim. The job includes many occupational hazards as well. Factor in the winter weather we just had and there you have it! I don’t need to say more.
I have talked with many groomers the last two years. I have learned as much from them as they have from me. I’ve noticed a trend, especially in younger groomers, who are thinking of going mobile. Many of these groomers are very skilled and talented but have a difficult time running the business side of going mobile. Their biggest hurdle is charging appropriately for the job they do. They often don’t charge for the services rendered; they don’t raise prices in a timely manner and they underestimate. Due of their age they are intimidated by older customers and often have a hard time speaking up. Because of this, they don’t earn a fair wage for the job they have done. This is a recipe for disaster. Some of these mobile groomers do not have a happy ending. They get discouraged, as every year they earn less, not more, and do not make enough money to purchase the products and tools they need. They cannot afford health insurance or even attend seminars and conventions to further their skills and network with others in the industry. They tend to overwork themselves to make ends meet so the possibility they may get hurt or injure themselves goes up. Eventually they cannot afford to fix their van or trailer should it need repair so they go out of business. I’ve seen it happen more then once.
When you launch your mobile business make sure that your prices are right on target, no matter what your age. Your goal is to make the fee fair for your customer and for you. Know you’ve done the proper research and have confidence in your grooming skills, communication skills, and your attitude. When you get behind the wheel of your van and ring the doorbell as you arrive to groom that puppy or kitty remember - you are the proud owner of a mobile grooming business that is on the road to success. You are a business owner and you are worth it!
Get ready for pictures and videos as we walk down Memory Lane! There was so much going at Atlanta Pet Fair even I couldn’t keep with up with it. Catching up with old friends, making new ones, shopping, demos and events, the grooming competitions, giving two seminars and parties at night it was busy, busy, busy every minute. There was always something to see or do or someone to talk to at every step! The fur was flying all weekend!
There were so many activities and events at the show. The festivities began Thursday evening when Espree was kind enough to host the Meet & Greet. They supplied lots of goodies and frosty drinks for all the hungry groomers to munch on. There were many reunions because most of us see each other just once or twice a year at the grooming shows. We come from all over the country, even Canada, and meet up on the grooming forums and Facebook all the time. It’s always great to put a face with a name. It was fun getting together and spending time with many of my grooming sisters from CATS. – The Cape And Tiara Society – The Doers Of Good Deeds. We were the ladies that roamed the show wearing our tiaras as we shopped, learned and laughed together. For more information please google Cape and Tiara Society.
Friday night there was a whole lot of dancing going on at the Kenchii Party. The DJ and dancers got everyone up off their feet after they performed. Then everyone danced the night away. Who Let The Dogs Out!!!
Saturday night was chocked filled! Jerry Shinberg, always charming and dapper, hosted the evening festivities. The evening opened with Jennifer Lee winning Best In Show with her gorgeous Scottish Terrier. Then onto the Abstract Runway. This is a relatively new event/competition that continues to grow and become more popular. It's another great choice and opportunity for those interested in Creative Grooming to take it to another level. Simple and elegant designs are the goal with a minimum of color and embellishments. Kelly Knight knocked ‘em dead with her standard poodle and matching outfit! It was stunning! A home run!
The tear jerker of the evening occurred when Dawn Omboy, Barb Hoover, and I surprised Cheri Rehr, the founder of The Cape and Tiara Society, with a Plaque of Appreciation. She has started a wonderful organization that is growing every day. We all got out the tissues! Please check it out and join us as we do our good deeds helping fellow groomers in time of need. For more information about CATS go to: whttp://www.groomers.net/cats.html.
The highlight was watching our own CATS member Meghan Kaminsky win First Prize and a $650 dryer as she strut her stuff, stole the show and sang Lady Marmalade at the Crazy Shoe Parade! She took it to the max and was the star of the show! Can’t wait to see what she is going to do next year!
Sunday afternoon was the Rescue Rodeo. This is a grooming competition that benefits shelter dogs and is a win/win situation for everyone. It was very successful with money raised and over half of the fifty dogs being adopted at the show. Many of us would like this event to spread to other grooming conventions. Besides helping homeless dogs find forever homes, the Rescue Rodeo makes it easier for groomers that are interested in competing get their feet wet because shelters and rescues supply the dogs. It’s a lot of fun! The fact that the dogs are assigned by a lottery makes it even more interesting because you never know what kind of dog you are going to get. Nicole Kallish did an AMAZING job on this matted pup. This is what I’m talking about! My hat is off to you Nicole and all the groomers that competed. It's hard to believe it's the same dog.
The Creative Runway, the last event, always fills the seats at the conventions. Everyone wants too see the magic. Pair this up with a theme, a set, a skit, and a song and you have a real show going on! I loved this design by Cindy Oliver.
Time to wrap this up. I am exhausted reliving the weekend writing this blog. Through my eyes, I hope you can see what a grooming convention is all about. If you’ve never been to one let this inspire you to take the plunge. It’s so important and worthwhile on many levels. Even though I’m working, a grooming show will always be my idea of a vacation. That is why my profession is such a blessing.
To Ann, I fell in love with grooming when I attended APF back in 2005. Attending that show changed my life forever. Thank you so much for doing such a FABULOUS job. Your show keeps me learning and entertained from the moment I open my eyes in the morning until my head hits the pillow at night. As Daryl Conner wrote: "APF is the bomb! Ann throws the BEST parties, (I mean TRADE SHOWS!)"
It is always hard for me to leave Atlanta Pet Fair because I know that I will have to wait 362 days until I return. I headed to the airport to catch my 7:30 pm plane thinking it was going to be another humdrum flight home. Little did I know what lay in store.
While sitting at my gate catching up on Facebook, Daryl Conner popped up out of the woodwork. What an awesome coincidence! I love Daryl and never get to spend much time with her at the show. She is always busy in the German Red Clipper booth and I spend the weekend running around like a chicken with my head cut off, my idea of groomer heaven. We sat in the bar and had a glass of wine and looked over the pictures and videos I had taken at the show and just caught up on life in general. We parted and hugged knowing that we would be meeting again in April at Intergroom. Check out the matching earrings!
Things began to spiral downhill when I returned to my gate and got wind of the weather report. Heavy rain and fog were causing delays at Newark Airport. We weren’t to board the plane until 8:20 pm. I was good to go because I had my trusty laptop with me. I gladly paid the $6.95 for Internet. Upon looking around I noticed the Rutgers Baseball team was on our flight. I knew this was going to be interesting!
We finally boarded the plane and as I looked around I realized that I was surrounded by a sea of tall, fit young men dressed in matching black gym clothes. There was a lot of whooping, hollering, and bantering going on. These guys were so darn funny! As we taxied out to the runway and waited on the tarmac we got bad news from the pilot. Our plane was being delayed over and over again. Thirty minutes turned into sixty minutes, turned into ninety minutes. As we waited on the plane and the clocked ticked my tummy began to grumble. I hadn’t eaten much that day because I had given a seminar and wasn’t hungry. I had eaten a light breakfast and lunch. I figured I would eat dinner at home but as this rate it didn’t look like I would ever get there. As I sat in my seat slowly starving to death I began to fantasize about food.
Before I knew it, my new BFF and trusty seatmate Sean Campbell, a pitcher from the baseball team, opened up his gym bag and pulled out a box of Krispy Kreme Donuts and Double Stuff Oreo cookies. I knew I had hit the Mother Lode as he opened the box of donuts and I eyeballed those little rascals. My mouth began to water. I have to tell you…I am fifty-five years old and never eaten a Krispy Kreme donut. I pretty much stay away from junk food but desperate times call for desperate measures and I couldn’t be picky. When Sean offered me a donut how could I refuse? Well, all I can say is that donut tasted better then a filet mignon or a lobster tail with drawn butter. As I nibbled on my donut I died and went to heaven. The glaze on that donut was music to my ears! I forgot how good an injection of sugar, fat, and white flour could taste! Life was good.
We continued to wait on the tarmac with the pilot telling us they were not sure when we would take off. We were returning to the terminal. They gave us thirty minutes to stretch our legs and find something to eat. Now, the last place you want to be is in an airport at eleven o’clock at night trying to buy dinner. Everything was closed except Burger King. I found myself on line with everybody else to purchase my Whopper. I can fondly remember the last time “I had it my way” was back in the early 70’s when I was in high school. Those were the days when my buddies and I would pile in the Gremlin and head to Arby’s for lunch! That was our idea of gourmet.
I’m glad to say we’re currently airborne headed to New Jersey. My tummy is filled to the brim and I’m content as a mother bear full of spring blueberries. My only concern as we headed towards the storm is turbulence. I have located the barf bag just in case my Whopper and Krispy Kreme decide to head uptown. I’ve given Sean a heads up should things go haywire. As I clutched my barf bag the only things that kept crossing my mind were the movies Final Destination and Tom Hanks in Castaway as we rock and rolled through the clouds. When we finally landed and waited at the gate the team’s shenanigans began again. It was so refreshing! Everything was light hearted and fun. I got very positive vibes from this baseball team. All the players and fellow passengers got a kick out of the antics, even the flight attendants.
I had left Atlanta at 5:00 pm and got home at 3:00 am. I’m still awake pumped up thinking about Atlanta Pet Fair. What a great show it was! Ann Stafford produces many entertaining events day and night, from the Espree Meet & Greet on Thursday night to the Creative Runway. The dogs looked FABULOUS at the Rescue Rodeo on Sunday afternoon with half of the fifty dogs being adopted. Look what a beautiful job Melissa Leytem did on this old timer. She turned him into one handsome dude!
I know why I am proud to be a part of this profession. Over and over again I have seen groomers donate time, energy, and money to groom neglected and homeless dogs and kitties so they can help furry friends find their forever homes.
