June 21, 2004
Pampered pets | A chat with Sibyl Murphy, owner of Bark 'N Roll in Portland.
By Dorothy Ogrodowczyk
Founded: August 2003
Revenues, year one: $75,000
Projected revenues, year two: $170,000
Address: 13 Free St., Portland
Phone: 780-9663
Web: www.barknroll.com
Describe what your company does.
Bark 'N Roll is a full-service dog shop that provides customers with everything from food and chew toys to coats and accessories.
How many employees do you have?
One full-time manager, two part-time people and me.
When did you first get the idea for the company?
I've always wanted my own business, and my whole career has been in retail. When I started looking at options for a store, the dog concept took off. I love animals, and I saw some interesting things happening [in the pet products industry]. I spent a year and a half concepting the business, coming up with biscuit recipes and going to shows. I thought about what the store would look like visually and what would set us apart [from other pet stores].
How did you finance the launch of your business, and what did it cost?
It cost $115,000, [raised] through a private loan.
How do you differ from your competition?
[We offer] do-it-yourself dog-wash stations, which are stainless steel washtubs where customers can bathe their dogs. As part of the fee they get shampoo, towels, a dryer and smocks. It's been quite popular. We also have a biscuit bakery onsite where we make our own treats. Those two things combined with the retail front have been a good formula to set us apart from a typical retail store.
How have you marketed the store?
Advertising is tough because we're not a "price an item" concept but a "come and see what we are" brand. Radio ads have been very good, and we're also launching a website.
What are your plans for growth?
We're trying to take the biscuit bakery to other levels, perhaps packaging and marketing them. We have some other projects that are still in the infancy stages. I want to get some good sales under my belt and get to know my customers, but I see us slowly branching out.
What could stop you?
I don't want to think anything's going to stop me. I've got my heart and soul and energy in it, and I want to make a good run of it. The economy [may affect the timing] of my plans, but I don't think it's going to stop me. I just have to be methodical and take it a day at a time.
What resources have proven most useful?
Just talking to people was invaluable. I also did a lot of Internet research on how people were spending money on their dogs. In the last 10 years, there has been a surge of income being spent on animals. A dog that used to live in the backyard is now integrated into the home, so people are purchasing things [for their dogs] that look great inside their house as well.
Who do you turn to for advice?
My stepfather, Craig Foster. He's an amazing financial advisor, role model and an inspiration. I go over everything with him. It's nice to have somebody who is not involved in the day-to-day functions to advise me or just listen.
Describe a mistake you've made in your business, and what you learned from it.
I don't like to call it a mistake, but a learning curve. When I was buying [inventory], I didn't know what people were going to respond to, so perhaps some of the things I went heavier in I [should] have gone a little softer, just to see how they went. But I wanted to have the inventory; I wanted it to be full in here.
If you were given $500,000 toward your business, what would you do with it?
I would pay down some of my startup costs and hold onto the rest for future growth. I might also use some of it for new inventory, which would free up some cash.
Those bakery biscuits sound pretty tasty. Do you ever sneak some for yourself?
I do actually. It's all human-grade [ingredients]. We have several flavors like peanut butter oatmeal, vegetarian and bacon, but the peanut butter ones, when they're hot out of the oven, they're good!
New Entrepreneurs profiles young businesses, 6-18 months old. Send your suggestions and contact information to editorial@mainebiz.biz.
Revenues, year one: $75,000
Projected revenues, year two: $170,000
Address: 13 Free St., Portland
Phone: 780-9663
Web: www.barknroll.com
Describe what your company does.
Bark 'N Roll is a full-service dog shop that provides customers with everything from food and chew toys to coats and accessories.
How many employees do you have?
One full-time manager, two part-time people and me.
When did you first get the idea for the company?
I've always wanted my own business, and my whole career has been in retail. When I started looking at options for a store, the dog concept took off. I love animals, and I saw some interesting things happening [in the pet products industry]. I spent a year and a half concepting the business, coming up with biscuit recipes and going to shows. I thought about what the store would look like visually and what would set us apart [from other pet stores].
How did you finance the launch of your business, and what did it cost?
It cost $115,000, [raised] through a private loan.
How do you differ from your competition?
[We offer] do-it-yourself dog-wash stations, which are stainless steel washtubs where customers can bathe their dogs. As part of the fee they get shampoo, towels, a dryer and smocks. It's been quite popular. We also have a biscuit bakery onsite where we make our own treats. Those two things combined with the retail front have been a good formula to set us apart from a typical retail store.
How have you marketed the store?
Advertising is tough because we're not a "price an item" concept but a "come and see what we are" brand. Radio ads have been very good, and we're also launching a website.
What are your plans for growth?
We're trying to take the biscuit bakery to other levels, perhaps packaging and marketing them. We have some other projects that are still in the infancy stages. I want to get some good sales under my belt and get to know my customers, but I see us slowly branching out.
What could stop you?
I don't want to think anything's going to stop me. I've got my heart and soul and energy in it, and I want to make a good run of it. The economy [may affect the timing] of my plans, but I don't think it's going to stop me. I just have to be methodical and take it a day at a time.
What resources have proven most useful?
Just talking to people was invaluable. I also did a lot of Internet research on how people were spending money on their dogs. In the last 10 years, there has been a surge of income being spent on animals. A dog that used to live in the backyard is now integrated into the home, so people are purchasing things [for their dogs] that look great inside their house as well.
Who do you turn to for advice?
My stepfather, Craig Foster. He's an amazing financial advisor, role model and an inspiration. I go over everything with him. It's nice to have somebody who is not involved in the day-to-day functions to advise me or just listen.
Describe a mistake you've made in your business, and what you learned from it.
I don't like to call it a mistake, but a learning curve. When I was buying [inventory], I didn't know what people were going to respond to, so perhaps some of the things I went heavier in I [should] have gone a little softer, just to see how they went. But I wanted to have the inventory; I wanted it to be full in here.
If you were given $500,000 toward your business, what would you do with it?
I would pay down some of my startup costs and hold onto the rest for future growth. I might also use some of it for new inventory, which would free up some cash.
Those bakery biscuits sound pretty tasty. Do you ever sneak some for yourself?
I do actually. It's all human-grade [ingredients]. We have several flavors like peanut butter oatmeal, vegetarian and bacon, but the peanut butter ones, when they're hot out of the oven, they're good!
New Entrepreneurs profiles young businesses, 6-18 months old. Send your suggestions and contact information to editorial@mainebiz.biz.
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