Dog on the Move

De Pere man, with assist from bedbug-sniffing canine Chester, discover success


In his eight years since beginning Sandberg K9 Options, Jon Sandberg of De Pere has constructed a profitable enterprise. However, as a solo entrepreneur, he is aware of that there are limitations to development that he’s making an attempt to beat.

All of it started when Sandberg was finishing a grasp’s diploma and undecided what his subsequent profession transfer could be. A good friend, who had simply returned from a convention in Madison that centered on present well being subjects, handed him a pamphlet on using canine to smell out bedbugs.

“From my research, I knew how one can do analysis, and since the widespread denominator in my life had all the time been canine, I began wanting into it and realized that there was a big demand on this nation,” he stated.

His journey began with a go to to the Inexperienced Bay SCORE chapter, the place he was mentored by Jim Fitzpatrick and Bob Jahnke. Fitzpatrick, an authorized public accountant, helped him work by the numbers and gave strategies on how one of these enterprise could possibly be sustainable. Jahnke helped with advertising.

“After I wrote my preliminary marketing strategy with Jim, I got here up with a plan known as ‘sniff wizard,’” Sandberg stated. “I thought-about the canine and what number of hours he might work, the variety of days every week, and the variety of jobs I would wish to make a revenue. After I wrote that, I believed that accommodations could be my largest shopper.”

He says that his preliminary plan turned out to be completely different from what was anticipated. Due to steady lodge bookings, it was troublesome to get in and do quite a lot of rooms at a time. That meant lots of coming and going and being on the mercy of how busy the lodge was. Additionally, he famous, many accommodations haven’t totally accepted the issue.

And bedbugs are an issue.

Nationwide, quite a few surveys say that about 20% of properties have had or at present have bedbugs. Infestations in the USA have been growing. They’re sturdy, little creatures and fix themselves to nearly something and can survive for a number of months with out consuming. Once they do eat, it’s by sucking blood.

Sandberg stated his canine, Chester, is ready to sniff out bedbugs earlier than there’s a enormous financial price on account of a big infestation. Though bedbugs can usually be seen with the bare eye, they could be in areas of a mattress, furnishings, or different locations that aren’t readily seen.

“It took me about three years into the enterprise earlier than individuals understood the potential of the canine and that it might save them cash,” Sandberg stated. “As a result of it’s such a specialty area of interest, individuals regarded confused, however once I defined how they may lower your expenses by being proactive, they began to see the advantages.”

His first break got here after he redefined his market.

He stated, “I wanted to know who my shopper was and it wasn’t who I believed, so I pivoted. Enterprise house owners want to do this. Take a look at COVID, in the event you didn’t pivot and modify, you might be lifeless within the water.”

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A giant change got here when he began doing enterprise with the Inexperienced Bay Housing Authority; that opened up extra alternatives. He realized that the condo and residential markets had been his main clients. And, because the phrase about his enterprise unfold, the scale of his market space additionally elevated to the place hours had been maximized.

That could be a problem for enterprise development. With Chester restricted to 4 hours of sniffing a day, Sandberg isn’t able the place he can take increase his shopper base a lot past the place it’s now. He has checked out choices. He thought-about shopping for one other canine or two and hiring staff, however in working with Jahnke, has give you a much bigger thought.

“Bob acquired me on a Zoom name with one among his purchasers who truly franchised a cleansing enterprise, after which offered the franchise. He supplied good info, however due to the prices concerned in franchising, we got here up with a plan to promote this idea as a enterprise bundle. The client can pay a specific amount upfront after which there shall be a month-to-month membership charge,” Sandberg stated.

He’ll embody a canine that has been educated at a nationally acknowledged coaching facility together with grasp degree coaching in working with the canine. The bundle can have an operational handbook that provides info on administration, gross sales, and advertising.

“On the present time, Bob and I are breaking the entire particulars down into manageable stuff. When that’s accomplished, we’ll get it to somebody who can clear it up, after which rent an lawyer to place it collectively into a pleasant bundle,” Sandberg stated. “We hope to have it able to go inside a yr.”

The data shall be added to his web site, and marketed all through the nation. He says that his almost definitely prospect is an individual who loves working with a canine no matter their emotions about bugs.

He added, “A giant promoting level is that you would be able to dislike bugs and nonetheless do that. I’m not an insect individual. The entire objective of beginning the enterprise was working with a canine. I’ve been in a position to see Chester mature from a pup, to the place as a ‘senior citizen,’ he works at a methodical tempo and can go right into a residential constructing and decelerate as a result of he is aware of he shall be there for some time.”

For individuals who determine to purchase a bundle, Sandberg will have the ability to share years of expertise and information that individual to success. 

Tina Dettman-Bielefeldt is co-owner of DB Business Actual Property in Inexperienced Bay and previous district director for SCORE, Wisconsin.



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