Tucked away in a quiet corner of the hip Turtle Café in the beachside suburb of Elwood, we sat down with Lauren, owner of Madame Leash dog walking business.
What shines through most about Lauren, is her passion and belief that "Every dog deserves to get out and just be a dog and enjoy life".
Unlike any other dog walking business in Victoria, Madame Leash prides itself on walking one dog at a time (only more, if the dogs live at the same address), providing an exceptional standard of high quality care.
"If you are walking 10 dogs, you can't offer a high level of individualised service. I want to be able to tell you if your dog is limping or showing signs of an upset stomach".
The Face Behind the Leash
Lauren began her career as a primary school teacher, a busy and stressful job that left her feeling burnt out.
A well-timed opportunity to volunteer at an animal shelter came up and from that moment on; Madame Leash was born.
Off the Leash
Picking the right name for your business can be a make or break decision. Perceptions go a long way in the small business world and a great deal rides on a unique name and logo. For Lauren, being memorable was key.
"...to me Lauren’s Dog Walking just wasn’t memorable"
As with all great ideas they often spring to mind in the most unexpected situations.
"I wanted a name that was a play on words. I caught up with a good friend over coffee and we were throwing names around and had a laugh about the saucy dominatrix Madame Lash. It wasn't until later on that day, and I remember it clearly, I was shopping in the frozen pea section and it hit me, Madame Leash! It was perfect!"
Lauren worked with Jacinta from ‘Jack in the Box’ for months to create the perfect logo.
"I was probably Jacinta’s worst client but we got there in the end and even after 5 years my logo hasn’t aged and I still love it".
"In hindsight, I would have promoted the Madame Leash brand from the start. I would not have made it so much about ‘Lauren walking your dog’. If you build your business on one person, your clients expect that person rather than the company".
Build your Pack
With a great logo and a clear business strategy under your belt, then the real work begins. You have to step out of your comfort zone and promote yourself.
"I started slowly on my own, visiting local primary schools, vet clinics, cafes and handing out my business cards. I became everything, the walker, the accounts manager, you name it I was doing it".
With the Dogs Out
Through hard work and determination Madame Leash became a success story.
"I had to re-evaluate the direction I was going in and either cap the business and accept that I could only take on a certain amount of work and start to say ‘no’ which really wasn’t part of my vocab or choose to expand and build a team".
The decision was made to build a team. With a clear vision about the ideal candidates, Lauren approached vet clinics and universities to obtain the best team members. All Madame Leash employees have a professional background working with animals, own their own vehicle, are police checked and insured.
Happy Days
Attention to detail and emphasis on excellent customer service should be a priority for every business. Lauren uses social media as a tool to connect with her clients and give them assurance in her services.
"Every owner is sent a detailed text message about their dogs walk that day. We post photos on our Facebook and Instagram so owners can keep track of their pet’s activities".
Lead by Example
Staying on top of the latest trends in your industry will give you an edge over your competition.
"One of the biggest trends and exciting additions to Madame Leash is wedding dog chaperoning. Yes, really! It’s all about putting the client at ease. I’m here so you can enjoy your special day and your dog will be well looked after. I am often entrusted to not only drive the dog but also the wedding rings to the ceremony! A little nerve wracking at times I must admit!"
Give a Dog a Bone
The opportunity to give back to your community is not only rewarding but also builds credibility. Each year Madame Leash supports a charity close to their heart.
"This year we chose Amazing Greys who work hard to rescue and rehome ex-racing grey hounds that would otherwise be euthanised. We have raised enough money to cover the vet work of one Amazing Grey and our generous clients have donated walking harnesses, toys, blankets and beds."
Next year the plan is to support ‘Pets for the homeless’ an incredible charity allowing the homeless to maintain the health of their pets.
Madame Leash 2017 and Beyond
"My goal, of course, is to grow the business but I don't want to dilute the quality by growing too quickly. I would rather grow my fabulous team first, rather than getting swamped with work and rushing to cover demand."
Want to know more?
To contact Madame Leash please visit:
www.madameleash.com.au info@madameleash.com.au Find Madame Leash on Facebook, Twitter and Instagram.
To Contact Orange Monkey Media please visit:
www.orangemonkeymedia.com.au info@orangemonkeymedia.com.au
Find Orange Monkey Media on Facebook, Twitter, Instagram and Google+
