Never Forget How and Why You Started: Interview with Amy Addington, Co-Founder and President of Woofie’s
I recently went one-on-one with Amy Addington, co-founder and President of Woofie’s.
Adam: Thanks again for taking the time to share your advice. First things first, though, I am sure readers would love to learn more about you. How did you get here? What experiences, failures, setbacks, or challenges have been most instrumental to your growth?
Amy: Thanks so much for having me participate! My business partner Leslie and I started Woofie’s in our hometown of Ashburn, VA in 2004. We left our corporate jobs behind to pursue our passion for pet care and elevate the level of professionalism in the industry. Today, we proudly operate 28 locations across 59 territories.
One of our most major challenges was when COVID-19 hit in March 2020. We realized we needed to pivot and fast. To no one’s surprise, we saw a significant decline in our pet-sitting business since pet owners were home. We decided to add new contactless curbside services and pet sitting services to our portfolio, like Adventure Walks, giving pets the chance to explore outside while pet owners enjoyed some peace and quiet indoors. We also launched our WAGS grooming school to meet pet owners’ demands for mobile grooming services, as brick-and-mortar salons were temporarily shut down. While introducing reimagined pet services was intimidating, they ended up being a big hit amongst clients and proved lucrative.
While COVID was a scary time for us, giving up was never an option. Though it’s difficult, I find it’s unproductive to have a negative mindset in unprecedented times. Remaining focused and keeping an open mind are instrumental to success, no matter the obstacles. As a leader, your entire team looks up to you and feeds off your energy, so it’s vital to stay optimistic. My motivation and drive to stay in business has always been my business owners, team, long-term clients, and pets. Not only was my team relying on me, but I knew the responsibility I had to take care of them. At the end of the day, pets still need to be cared for regardless of a recession, pandemic, or government shutdown. I knew I operated an essential business in the eyes of pet owners and I didn’t want to disappoint them. We powered through and came out stronger than ever before!
Adam: How did you come up with your business idea? What advice do you have for others on how to come up with great ideas?
Amy: Ever since I was a little girl, I’ve loved animals and admired the joy they bring to those around them. While my true passion was pets and I had a deep desire to one day own a business focused on animals, I didn’t do that right away. Instead, I worked in a corporate setting for 10 years. While I gained a lot of experience working side-by-side with business professionals, I knew corporate wasn’t my “be-all, end-all.” Like many others in today’s workforce, job burnout was real and I was ready to leave behind a strenuous 9-5 to become my own boss. During this time, my neighbor (and eventual business partner), Leslie and I, were repeatedly asked by family and friends to pet sit. We also realized the lack of pet care services within our community we and others could rely on year-round. This void is what motivated us to launch Woofie’s.
One-of-a-kind business ideas are few and far between. If they weren’t, everyone would have one! Generally speaking, I’m a big advocate of fostering a collaborative work environment. I’m constantly encouraging my team members to share their ideas and strive to create an environment where they feel comfortable and confident doing so. Those Adventure Walks I mentioned earlier? That concept came from one of our groomers! I believe brainstorming and collaboration can lead to out-of-the-box concepts. It’s not always going to be one person with the biggest, best ideas. In the pet care space specifically, I believe it's essential to focus on innovation and understand the needs, challenges and preferences of pet owners. Your business should offer solutions to make the lives of your clients and their pets easier.
Adam: How did you know your business idea was worth pursuing? What advice do you have on how to best test a business idea?
Amy: Since so many of my friends, neighbors, and coworkers were asking me to take care of their pets, I knew there was a need in the community. While it was certainly risky leaving behind my job, I saw a huge opportunity in the industry and knew I would do whatever it took to make my business successful. My best advice on how to test a business idea is to talk to everyone you can about it. Not only does this mean talking to those in your community, but gut checking with other business owners for best practices. At the end of the day, business owners can have a great idea and identify a need for the service, but without proper execution, it falls flat. A strong, thoughtful, and careful execution of your plan is the key to success.
Adam: What are the key steps you have taken to grow your business? What advice do you have for others on how to take their businesses to the next level?
Amy: In 2019 we decided to turn Woofie’s into a franchise, which was only a few months before the pandemic hit. We navigated the aftermath and came out knowing we needed additional support. In 2022 the brand was acquired by our parent company, Authority Brands. This acquisition provided us with the support team and resources needed to fuel nationwide expansion and further position us as an industry-leading pet care provider. Thanks to the help of Authority Brands and our dedicated franchisees, we celebrated significant growth in 2023, signing 25 new franchise agreements to grow across 44 new territories. We show no sign of slowing down!
Taking a business to the next level is a big decision. It involves strategic planning, adaptability, and a focus on growth. First, I’d suggest setting clear short-term and long-term goals. Goals provide direction and help measure progress, keeping your team focused on the larger vision. From there, I’d also recommend regularly tracking and analyzing KPIs relevant to your business objectives.
Adam: What are your best sales and marketing tips?
Amy: I’ve found introducing multiple revenue streams can not only prove lucrative, but desirable for clients looking for a one-stop-shop. Diversifying your revenue streams is not only a way to increase your bottom line, but offers new and unique services to keep customers engaged. At Woofie’s, our clients were constantly asking for referrals for other services such as vets, trainers and mobile groomers. No one was doing mobile grooming in the community, so Leslie and I bootstrapped the first van, hired a groomer and launched grooming services shortly after. This proved to be a success, as we now have a fleet of mobile grooming vans offering pet spa services and 24-hour care nationwide.
We use a variety of marketing tactics from social media to email marketing. Testimonials are one effective way to build trust and credibility with potential customers. Encourage satisfied customers to leave reviews so you can display them prominently on your website. Loyalty programs (like our Woof Pack Loyalty Program) are another marketing technique designed to encourage customer retention. They let members earn rewards after repeat purchases, which can include exclusive promotional upgrades, gifts, and discounts. Lastly, for big-picture marketing, leaders should participate, sponsor, and/or attend industry trade shows. It’s important for people to know who you are, what your company is all about and the services you offer. Networking at these events can lead to partnerships and increased industry awareness. Locally, get involved in community groups and events. It’s a great way to connect with existing and potentially new clients.
Adam: In your experience, what are the defining qualities of an effective leader? How can leaders and aspiring leaders take their leadership skills to the next level?
Amy: Effective leaders have a clear vision, act confidently, and empathize with the needs and concerns of team members. A leader is also someone who continuously invests in their employees and fosters a positive, supportive work environment. Investing in your employees' skills and knowledge contributes to their professional growth. This not only benefits the individual but also enhances their capabilities to contribute more effectively to the organization. From day one, we set our business owners up with elevated training sessions, networking opportunities, established marketing tactics, up-to-date equipment and advanced technology to ensure they’re ready to succeed. Well-trained and motivated employees are likely to be more productive, which can contribute to building a skilled and efficient team. Leaders can take their leadership skills to the next level when they're leading in tough times. It’s easy to lead when everything is easy, but a true leader stays strong and focused on the future even when there is turmoil. They can’t be afraid to make changes and must stay nimble when market conditions warrant it.
Adam: What is your best advice on building, leading, and managing teams?
Amy: I believe collaboration and remaining transparent are the most effective ways to develop a stellar team. Build a diverse team who can bring a variety of perspectives, skills, and experiences to the table. Assess the skills and strengths of your individual team members to create a well-balanced and complementary team. In terms of leading, foster open and transparent communication. As the famous saying goes, “honesty is the best policy” and I couldn’t agree more! Clearly convey expectations, provide feedback, and encourage team members to share their thoughts. You should also lead by example – demonstrate the values and work ethic you expect from your team. And lastly, provide regular and constructive feedback for performance reviews. Encourage an open dialogue to discuss questions, concerns, or issues.
Adam: What are your three best tips applicable to entrepreneurs, executives, and civic leaders?
Amy:
1. Never Forget How and Why You Started – We’ve all heard the quote “If you do what you love, you’ll never work a day in your life.” This has always spoken volumes to me, more so now as I look back on the last two decades of leading my own business. It’s important to not lose sight of the reason you started your company and all the good you’ve done. Think of how many hours you spend running your business. Why do something that doesn’t make you happy? I spend every day doing what I love, and I encourage more men and women to do the same!
2. Take a Solution-Oriented Approach – It is incredibly important to get creative in times of adversity. Don’t be afraid of a challenge! That’s how Leslie and I were able to keep Woofie’s afloat. No matter how big or small the circumstance, having a solution-oriented mindset helps you identify the root of a challenge and find a better way of doing things.
3. Adapt to Customers’ Ever-Changing Needs – It’s easy to get stuck in the everyday routine. While the old ways work, try to stay open to new ideas and make room for change as necessary. Customer needs and preferences are constantly evolving. Be flexible and ready to adapt your products, services, or messaging to meet these evolving demands.
Adam: What is the single best piece of advice you have ever received?
Amy: Trust your instincts! Do your best to go with your gut and shut out any negative noise. Everyone thought Leslie and I were crazy to quit our corporate jobs and go into business together. Some people even thought we would fail. Having a negative mindset will get you nowhere. Although there were some challenging times, we never lost faith in our dream and proved everyone wrong!
Adam: Is there anything else you would like to share?
Amy: Woofie’s is celebrating an important birthday in 2024. This year, we’re celebrating our 20th anniversary – a milestone I’m very proud of as brand president! We’ve come a long way since 2004 and I look forward to seeing what the future has in store.
Adam Mendler is an entrepreneur, writer, speaker, educator, and nationally recognized authority on leadership. Adam is the creator and host of the business and leadership podcast Thirty Minute Mentors, where he goes one on one with America's most successful people - Fortune 500 CEOs, founders of household name companies, Hall of Fame and Olympic gold medal-winning athletes, political and military leaders - for intimate half-hour conversations each week. A top leadership speaker, Adam draws upon his insights building and leading businesses and interviewing hundreds of America's top leaders as a top keynote speaker to businesses, universities, and non-profit organizations. Adam has written extensively on leadership and related topics, having authored over 70 articles published in major media outlets including Forbes, Inc. and HuffPost, and has conducted more than 500 one on one interviews with America’s top leaders through his collective media projects. Adam teaches graduate-level courses on leadership at UCLA and is an advisor to numerous companies and leaders. A Los Angeles native, Adam is a lifelong Angels fan and an avid backgammon player.
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