Pet Supplies "Plus"
Something in Store for Every Pet

By Gretchen Cain

"The economy soon will be better, and if a business continues to advertise, they will brand their name in the minds of customers." - Kenn Brown, Pinellas Park/Gateway Chamber of Commerce

Pet Supplies "Plus", a 10,000 sq. ft. full-service franchise, recently opened on Park Blvd. in Pinellas Park, Florida, giving pet-lovers and the business community-at-large a reason to celebrate. While only a few years ago a retail store locating to one of this city's main thoroughfares would not have caused much attention, today this a much-appreciated positive.

"With the number of stores closing in Pinellas County, Pet Supplies "Plus" coming to town sends a very hopeful message," said Kenn Brown, President/CEO of the Pinellas Park/Gateway Chamber of Commerce.

Pet Supplies "Plus" owner Dave Oser has the franchise rights to Tampa Bay and the Sarasota/Bradenton areas, and has committed to a minimum of five stores. Oser and business partner Ken Darish, a CPA and business colleague for 18 years, with the assistance of Pet Supplies "Plus" corporate, carefully researched the demographics and decided there were tremendous opportunities to be tapped. "Depending upon the market opportunities and site location criteria, there could be more stores," said Oser. In Pinellas Park, even one new large store is a significant source of job opportunities for local people, and there may be increased business for other tenants (Publix and Lowe’s) in the same shopping center as pet-loving customers combine shopping trips.

Oser is a graduate of the University of Wisconsin in Whitewater (1974) and majored in mass communications, with a concentration in journalism and marketing. Straight out of college he worked for a few advertising agencies in addition to Procter & Gamble. This has given him the hands-on marketing experience to really know that side of the business plan and be able to apply it to the Pets Supplies “Plus”.

Oser said his venture into the world of Pet Supplies "Plus" began while brainstorming with Darish. “We were just sort of speculating one day and said ‘wouldn’t it be fun, wouldn’t it be cool’ to have our own franchise. What set us apart as entrepreneurs, from someone just dreaming, is we were willing to take the risk.

Darish serves as the CFO, as the two roll out the business and open stores. They chose to make the transition to retail as an LLC because of the numbers: "More than 60% of all U.S. households have at least one pet. Pets are literally 'members' of the family. Approximately $43-billion was spent on pets nationally in 2008, and the growth trends are positive," said Oser. The partners also appreciate a change of pace: "We are now in the retail industry, working directly with consumers, versus working with clients who work for a company, and developing marketing and communication programs," said Oser.

There are six other silent partners however; Oser and Darish are the designated decision-makers. “Ken and I went to corporate training together, so we have that in common, but our partnership is successful because we have known each other for so long and communicate well. There is a comfort level there, and we talk every morning to make sure we are the same page. We also are able to keep things professional and not get too personal. This is so important in any work situation,” said Oser.

Oser feels trust is another very important ingredient in being an entrepreneur. “Most importantly, I have to trust myself that I will utilize my experience and talents and plan well. Secondly, I have to trust others. It’s about letting go and letting people do what they do best,” he said. Although he finds himself on site at least a couple of days a week, Oser said he is “very big on empowering.” “I get the biggest thrill in seeing my managers and employees at work, knowing that some of them will develop their jobs into careers,” he said.

Oser believes an entrepreneur must invest heavily in creating an environment and culture at their place of business, and filling it with personality. “At Pet Supplies "Plus", we want things to be fun and relaxed for the employees and the customers alike. Fun can be motivating, and if your work is your fun, you have the best of both worlds! This doesn’t just happen overnight. It takes time focused on team building and there has to be real commitment and motivational savvy on the part of the owner or manager,” said Oser.

There are 10,000 products, supplied by numerous vendors, stocked in the Pinellas Park store. (For examples, please see www.petsuppliesplus.com) Smaller "mom and pop" establishments can't compete with such an impressive inventory, or the prices, and yet, it is the customer service element that makes an onsite business successful, explained store manager Darren McArdle.

Regarding the 13 employees and two grooms on staff, McArdle said, "The most important quality for our industry is a genuine love of animals. I also look for other characteristics, such as a positive attitude and the ability to smile no matter the situation. We have to have people who can relate to customers and their pets.”

Quite the animal lover himself, McArdle has Hannah, a hound mix; three German Shepherds, Gypsie, Shiloh and Kody; cat Jack Daniels; and one bearded dragon named Blue. The dogs and cat were rescues from animal shelters.

Another quality to look for in employees is drive and focus. “We are an independent company looking to grow in this area and we would like to do so from within," said McArdle.

McArdle was recruited from one of Pet Supplies "Plus"’ "big box" competitors. "Although I worked hard there as well, nothing compares to working for a local owner," said McArdle. "I get a much greater sense of ownership, responsibility and achievement."

In addition to the store's staff, Pet Supplies "Plus" relies on support from veterinarians and technicians at Bayou Veterinary Hospital on Belcher Rd. “They have been great to work with!" said McArdle.

The store opened after total renovations, in what was formerly Office Depot on Dec. 8, 2008, although the preparation for both the soft opening and grand opening/ribbon cutting (Jan. 16, 2009) began long beforehand. "We started making phone calls and networking sometime in September or October. We wanted to have a great community outreach, so we started earlier than most do. The actual footwork is very tough and to be setting up a store (putting together the fixtures, stocking, hiring, etc.) at the same time takes a lot out of you!" said McArdle.

One of the many pluses offered by Pet Supplies "Plus" is a doggie wash. "This is a special niche that demonstrates a well-strategized business and marketing plan," said Brown. He stresses the importance of advertising these type of amenities by utilizing resources offered by the Chamber of Commerce (as Pet Supplies "Plus" is doing) and other segments of the community. A sure attention-getter is a ribbon cutting/grand opening, planned with multiple activities designed to draw customers and give them a chance to sample the merchandise.
"The economy soon will be better, and if a business continues to advertise, they will brand their name in the minds of customers," said Brown.

Additionally, Pet Supplies "Plus" has partnered with photographer Laura Allen for pets and their people photos; the Pinellas Park Police Department's K-9 unit, to provide education; and the Humane Society of Pinellas, for adoptions.

Currently, the most popular pet in America is the dog; however, four cats have taken over the Oser family's home. Kit Kat (Domestic Short Hair), Rambo (Persian mix) Miss Kitty (Domestic Short Hair) and Bella (Siamese mix) were all strays. “They each have very different personalities, as all animals do. They like attention/affection in their own unique ways. They have their favorite spots in the house where they like to sleep. They each have their own types of food they like. Miss Kitty is very shy, whereas, Rambo is pretty aggressive, etc.

What they have in common is they all enjoy shopping at Pet Supplies "Plus",” said Oser.

In addition to consulting his feline pets, Oser has had many human mentors during his lifetime beginning with his father, who was in the insurance business, and his mother, a teacher's assistant. Former boss Mr. Kim Gaynor taught Oser to be focused, diligent, organized and prepared, to never stand still, and to be always reinventing oneself.

Henry (Hap) Smith, another boss, inspired Oser to strive to be warm and compassionate, to work hard, but play hard, too, and to be respectful of all people. “I try to put all those things I’ve learned into play at Pet Supplies "Plus",” said Oser. Calling plays in sports is sometimes very similar to calling plays in business believes Oser.

Growing up in Wisconsin when Vince Lombardi was the coach of the Green Bay Packers, Oser was then, and still is amazed at Lombardi’s leadership skills and his incredible ability to build a team, motivate them and run the organization as a family with his laser focus on being successful and winning. “Lombardi was synonymous with passion. He was very adept at executing the plan after he developed it. He demanded excellence,” said Oser. “It is the same with business. You have to be passionate about your business and demand excellence of yourself and others.”

Another influential person for Oser was Jack Welch (General Electric CEO/Chairman, now retired). “Jack was an incredible businessperson, a BIG thinker, and great leader and motivator of people. He had a tireless work ethic and desire to be successful in any business he became involved in.”

According to Oser, the most important things for anyone opening a business to remember are:

• Conduct research, performing due diligence.

• Prepare a strategic plan that includes financials, operations and marketing.

• Communicate with, and learn from people currently in the business, as well as those not in the business.

• Get involved with your community.

• Organize, execute and pay careful attention to details.

• Remember that integrity is everything.

Oser adds, “We are constantly looking for new products and services to offer the owner and the pet, our favorite customer.”