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Kerrie Elias hits the road to make her business work.
By Marissa Heflin
Being self-employed has its advantages, including schedule flexibility and increased revenue potential. Take that on the road, and there’s an added bonus, says Kerrie Elias, owner of 4 Paws Only Mobile Pet Spa of Cameron Park, Calif.
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Kerrie Elias, business owner |
“I love [being on the road],” Elias says. “I see heaven every day. I go to beautiful locations. You get off the beaten path. It’s not your same road to work every day. You’re seeing the town you wouldn’t have seen if you had lived there for 10 years.”
Elias says she’s always had a passion for animals, but after being disappointed on several occasions by her dogs’ groomers, she decided to become one herself.
“I thought I could do better,” says Elias, who entered the grooming industry about 10 years ago. “I could listen to what the people wanted and try to design the dog for their needs instead of just the breed cut. A lot of the breed cuts don’t match where you live.”
For instance, sometimes a breed with typically longer fur at the ankles needs to be shorter than normal because the dog is in the weeds, she says.
Elias services the Sacramento region, including Shingle Springs, El Dorado Hills, Cameron Park, Placerville, Folsom, Sacramento, Fair Oaks and Roseville, so there is quite a bit of diverse landscape.
Elias began grooming at a stationary location in El Dorado Hills but had her sights set on owning a mobile business pretty early on. She did both until she transitioned to mobile grooming full time. Elias has been running 4 Paws Only Mobile Pet Spa solo for almost two years and says she is ready to expand by bringing other groomers and another vehicle on board.
Elias’ services include basics like hydro surge warm water massage shampoo and conditioning therapy, nail trims and filing, ear hair plucking, hand scissoring, teeth brushing and checking anal glands. Special services include medicated shampoo and conditioning, hot oil treatments, hydro massage therapy, color reinforcement (to brighten and enhance natural color), Furminator de-shedding treatment, skunk odor removal, deoxidizing treatment (to eliminate yellow staining), chemical flea dips and tick removal.
Elias grooms about 25 to 35 dogs a week. Cats make up a small percentage of her business, about three to four regulars a month.
Elias says mobile grooming is ideal for senior and anxious pets because they are near home, don’t have to sit in a cage for several hours and aren’t bothered by barking dogs.
She says that being mobile allows her to service a wider range of people than at the stationary store. For example, elderly and disabled people make up a good portion of her clientele.
“[My service] really makes them feel independent,” Elias says. “They can call and schedule for themselves and not have to be reliant [on someone else].”
Elias says she set her fees lower than other mobile companies but is a little higher than a stationary store—about $5 to $10 more—to cover mobile expenses. Her prices factor in the size of the dog, type of style or cut, any special options the owner chooses and the location, which determines the gas cost.
Depending on what part of the country they serve, mobile services typically charge 25 to 50 percent more than stationary groomers, according to Wag’n Tails Mobile Conversions of Granger, Ind., which sells mobile grooming vans.
Elias bought her van used so she didn’t go directly through Wag’n Tails, but the van originally came from the Granger facility. The company offers various sizes and styles of vans with base prices ranging from about $62,000 to $86,000 and trailers starting at about $32,000.
Since Elias bought a used vehicle, she says she was fortunate not to need financing. However, for those interested in buying a new mobile unit, the financing is similar to that of buying a car, she says. Payments are usually based on the interest rate, down payment and length of the loan. Mobile groomers also need vehicle insurance.
Despite the economy, Elias says business has been good.
“People don’t [have their dogs groomed] as regularly as they used to,” Elias says. “Instead of every four to six weeks it may be every eight to 10 weeks. [Business is] still doing well, but it has been touched.”
New pet owners are added to the mix every day, she adds, which helps even things out.
A larger challenge than the economy is parking, she says.
“Low trees, trees that aren’t trimmed--that messes up the van!” Elisas says. “I go in some driveways where trees aren’t trimmed and I’ll park out on the road and they’ll say, ‘Come on in,’ and I say, ‘No, it’s extra for yard maintenance.’ ”
When Elias first started 4 Paws Only Mobile Pet Spa, she did most of her marketing by direct mail and the Web, but now word of mouth is her main medium.
“Referrals, referrals, referrals,” Elias says, adding that in the end, it’s all about customer service.
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