Fresh Cup Magazine, providing specialty coffee and tea professionals with unique insight into the trends, ideas, products and people that shape their world.
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FETCHING NEW BUSINESS continued from page 45 business rather than a massmarket approach. "You're not a vending machine—you can't be everything to everybody," Stewart says. In such a business, you're not necessarily going to attract people who are afraid of dogs or those who are loyal to cats. "But this is an opportunity for a local entrepreneur to find out what is local and peculiar—the kind of business that McDonald's hasn't noticed," Stewart says. "They're not going for those little niche markets." With a dog-wash/café business, one of the keys to success is being located near where dogs congregate. Bark 'n' Bean is across the street from a popular dog park in Annapolis. Andrew Appel, who owns the two-location Community Bark in Bayside, Wis., and Milwaukee, picked dog-centric locations. His Milwaukee locaMUST LOVE DOGS: Andrew Appel of Wisconsin's two-location Community Bark says hiring staff for his tion is in the Bayview neighbor- shops is a matter of finding true dog lovers. hood, also home to the city's only dog-friendly farmers market. "Bayview is one of the 'doggiest' concern if for their owners. They see their dogs as their kids, and neighborhoods in Milwaukee County," Appel says. we want them to know that's how we see their dogs too." Before selecting a location, prospective entrepreneurs might want to research the local dog numbers. "There are lots of ways to GETTING UP TO CODE figure out where the dogs are," Appel says. "There are government statistics, and there are surveys and marketing information that Perhaps the biggest consideration that would-be dog-wash/café you can purchase." Because washing and grooming can be more owners need to investigate is health codes, but because statutes on the luxury end of pet products, it also can be advantageous to very from state to state, there are few universal rules. In most choose a location in an affluent neighborhood. cases, owners had to work through several layers of government When it comes to hiring staff, it's important to choose people bureaucracy before they got approvals. "First of all, it wasn't like I whose passion for dogs goes beyond that of the average pet owner. talked to the health department and they said, 'This is what you "It's very different from loving your own dog and doing a nail trim should do,'" Appel says. "It was, 'No, that's not possible.' Someone on a dog you have never met before," Appel says. "It's more than who is responsible for keeping people safe doesn't want to be just liking dogs. There's a confidence and a comfort level around the first person to do something different because if something dogs that my staff has to have. You really need to be a strong dog doesn't go well, it's his or her neck on the line." person to make this work." The main health concern is an obvious one: Preventing the dog That's because you won't always be dealing with happy dogs. end of the business from contaminating the coffee part. "You While their owners might love getting a cup of coffee while their don't want to get a little something extra with your latte," Mutlu dog gets groomed or enjoying a scone after bathing their dog says. Both Mutlu and Appel's shops have coffee-preparation areas themselves, the acts of bathing and grooming are usually not that are completely separate from the dog-washing side of the enjoyed by the dogs. "You're dealing with living beings," Appel business. In Appel's shops, the coffee can be ordered from either says. "My main concern is the dog's well being, and my second side, but if you order coffee when you're taking your dog in to be 46 Fresh Cup Magazine freshcup.com COURTESY OF COMMUNITY BARK PICKING YOUR SPOT AND YOUR STAFF