Small Business Success Story: Connecting with Your Community

Opened in 2011, has enjoyed growth as a new business thanks to its involvement in the Stow community. Owner Nancy Binzel Brown shares her story and gives advice on how to build a relationship with your community as a small business.

When did you open? How many employees do you have?

January 18, 2011. Counting myself, there are 11 people working here.

How did you get started in the dog day care business? What inspired you to open your own business?

I always wanted to work with dogs, but didn't know what to do. I went into business on my own in 1996 doing sales, marketing and PR work independently and was good at it. In 2008, I hit a slump and wasn't sure what I wanted to do.  I worked with a counselor who asked me to name what I love off the top of my head, and I immediately said, "dogs." She told me to take a week and really explore what careers were available. One of my friends suggested dog day care and indoor dog park, and that's when the light bulb went on.

It was the first time in my life that I had an idea and a desire to do something, but was absolutely at ground zero with it. I could picture the business in my head, but had no idea how to get from where I was to opening day. A friend helped me do the business plan and really think it through and to come up with a name. Next, I called a commercial real estate agent. Then my attorney. Then my accountant. The hardest part was getting a storefront because of zoning issues and overall distrust of any business where there will be a lot of dogs. It took three years, but, finally, I got it open.

As a business owner, how have you been involved in your community?

I purposely started my business in Stow because it's where I live. Personally, I'm active in the schools with my two sons, at my church and in my neighborhood. I'm a past president of a women's service organization and was the founding executive director of the local symphony orchestra. As a business owner, I'm a member of the Stow-Munroe Falls Chamber of Commerce, and I make it a point to be at every monthly meeting and other community events. 

Why do you think community involvement is important?

Community involvement is important because too many businesses take take take—all they do is try to get people to buy from them. A better long-term strategy is to build a relationship with the community that includes giving and being part, not just asking and taking.

How do you think your relationship with the Stow community has helped Double Dog Day Care grow?

Word of mouth is powerful! People I know are genuinely excited for me and help to spread the word.

Do you have a business mentor in the community?

Norma Rist, CEO Consulting in Akron, OH. She helped me specifically with the financials, but overall, she helped me define the concept, my market and the plan to get from idea to reality. Locally, I got a lot of help from Georgia Maistros, of . She helped me set up the business and to set realistic goals, helping me develop a doable roadmap.

What type of events have you held at your business?

We had a fundraiser for victims of the Japanese earthquake in 2011, Paws for Japan, and raised a little over $300 for the Red Cross’s relief efforts. We had a grand opening open house as well as a first birthday party. This summer, we will have an open house as part of Stow Pride Week called Paws for Pride.

How can a business expand their visibility or influence in their community?

Get involved in an organization that is influential in the community, which could be the Chamber of Commerce, Rotary, Toastmasters or some other group. Join (don't just be a visitor) and be there consistently. Find a way to be involved that is doable for you and your schedule and will help set you apart as a valuable member. Be an active patron of other local businesses and enthusiastically refer others to them. Have an effective and engaging 30-second introduction that you can deliver comfortably and consistently. Be interesting and memorable.

What's your advice for someone who wants to start their own business?

You don't have to know everything; that's why God created lawyers, accountants, real estate agents and friends. Be aware of three very important facts about owning a business: 1) You will not get rich quickly - if ever. If it's simply about the money, don't do it. 2) You won't get to spend 100% of your time doing only the stuff you love to do. 3) Success will come in small steps, not waves.

What has been your toughest challenge?

The six-month mark was really, really scary. We were doing OK, but we weren't making enough yet. I talked with other business owners who affirmed for me that six months was a tough spot for them, too. The hardest part for me is knowing where to spend my time. I need to manage the business and the books and the finances, which means I need to be in the office on the computer or away at meetings. But that takes me away from being on the floor with the dogs, which I love and which is our core product. No matter how I spend my time at work, I feel guilty for not spending it on the other part!

What do you consider your keys to success?

Good manners, such as saying "thank you" and "I made a mistake." Being genuinely passionate about what I'm doing. Knowing what my business is and isn't and staying true to it. Taking my customers' needs and desires seriously and doing what is possible without compromising that.