Starting a Business

Dog is Good

Jon Kurtz, an active duty US Navy Captain and his wife Gila, a professional dog trainer, knew that the entrepreneurial spirit coursed through their veins…to be pursued at some point in the future.  Finally in 2005, the couple identified a void in the marketplace and seized the opportunity to pursue that dream of owning their own business.

www.dogisgood.com

Owner/Founder
Jon and Gila Kurtz
My Location
Los Alamitos CA
United States
Employees
7
Year Company Formed
2007
My Successes

In 2008, they began designing and selling dog-themed apparel at small retail events like charity dog walks and fundraisers in Orange and LA counties.  As they witnessed the popularity and increasing demand for their designs, they broadened their distribution to retail stores.  By the end of 2009, their revenues had nearly quadrupled over that of the previous year.  In 2011 their revenues once again quadrupled and in 2012 they expect to exceed the previous year’s revenues by 40%.

Jon and Gila say their company's success lies in its ability to deliver a simple message in a way that resonates with dog lovers. With clever and poignant sentiments, they remind consumers how great it feels to be with our dogs.  They have also developed a reputation for generously giving back to animal welfare organizations throughout the United States.

They have recently expanded their product offerings to include the “Cat is Good” and “Horse is Good” apparel lines.  The company is currently seeing growth in all 3 distribution channels: direct retail, wholesale and licensing.

What's Great About My Mentor?

SCORE mentor Tom Patty helped Jon and Gila sharpen the focus of their message to keep it centered on their core audience.  Using examples of famous brands, Tom explained how a company’s message should create an emotional attachment in order to earn loyal customers.  To this end, Jon and Gila coined (and trademarked) their goal of “delivering dovergnügen” – that great feeling one gets when with their dog.

How SCORE Helped

The Kurtz’s attended several workshops at the local Orange County chapter of SCORE.  After attending one such seminar by SCORE mentor Tom Patty called “Marketing Without Money,” the couple began participating in one-on-one mentoring sessions with Patty.

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This documents list things to do before starting your business, the start-up phase and when you are operational.

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This document is another way to look at the decision on the legal form of your company.

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This document talks about researching and registering your proposed business name.

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This document was taken from INC Magazine.  They look at 10 areas with quotations from entrepreneurs to help you consider these issues.

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This document asks a series of questions from "Are you a self starter?" to "How will it affect your family."

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This document was creaated by the Small Business Administration (SBA) to help start-ups.  It includes a series of questions to help the reader determine if they are ready, the business plan and other resources.

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This is a comprehensive document covering the Business Plan, the Marketing Plan, Managing Cash Flow, Measuring Performance, Financing Your Business, Resources for Veteran Entrpreneurs, Technology Support for a Competitive Edge and Insurance Options for Your Business.

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Published Dec. 11, 2012 application/pdf icon

This a comprehensive document covering the Business Plan, the Marketing Plan, Managing Cash Flow, Measuring Performance, Financing Your Business, Resources for Veteran Entrpreneurs,Technology Support for a Competitive Edge and Insurance Options for Your Business.

Download
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