Alright – so today we’ve got the honor of introducing you to Jenni Lough Watson of Greatdogs. We think you’ll enjoy our conversation, we’ve shared it below.
Jenni , looking forward to hearing all of your stories today. One of the toughest things about entrepreneurship is that there is almost always unexpected problems that come up – problems that you often can’t read about in advance, can’t prepare for, etc. Have you had such and experience and if so, can you tell us the story of one of those unexpected problems you’ve encountered?
<<<< Can you share the story of a time when you had to pivot (in business, career, or life).>>>>>>>
As a professional Dog Trainer, I opened a brick and mortar – offered a large array of services – and grew the concept from 1 employee to 15 in the first 3 years. The break-even operating expense was $35,000 per month, and before I knew it, I found myself working in a completely different business. Instead of spending my time, passion, and purpose, training dogs, engaging clients, and serving my community through my talent- I landed myself in the entrepreneurial trap that took the wind from my sail and gnarled it beyond recognition. After meeting with investors, whose aim was to help me rebrand, and redesign the model to better scale, I completed some homework assignments they had during a tedious, year-long “courtship” experience. Through industry-specific experience sharing from the mentor investor, I hired a sub subcontractor who pulled information from our database, and compiled it into a presentation. The results from this behind-the-scenes project were eye-opening, and I discerned that I was blindly driving my company to an almost certain death! The first gut-checking aspect I took away from the data project was our location would not sustainably serve the company’s needs into the next 6 months, much less beyond the 5-year class “A” Real Estate lease, which increased by 4% year-over-year. I was definitely on the hook to deliver profit with this concept, and I needed to do it now!
From this 11-slide power-point of information about my company, I learned that we were only truly resonating with only a few segments of clients we served; with only a fraction of those sustaining service engagement beyond 6 months. Further, we had no tools or measures to proactively identify this gap, nor the systems developed to pivot in a sustainable way. Pivoting to the level required to survive would almost certainly redefine the business in such a way that did not match my “why, or even come close to my vision. Heck – I was already in that trench long before this information hit me in the face. Resonating with only a mere 3% of our clients – most of whom engaged for only 1 or two service plans, would certainly not sustain our business to the level that would allow us to grow; in fact, we needed much, much more than this to break even each month. “Every business makes money,” my investor-mentor would say to me, “A rare few are sustainable without intentionally identifying their ideal customer, and continuously adapting to serve their needs.” The hardest take-away for me, was this version of my business was not “why” I started my company – and it was time to face this head on.
It took me 2 years to establish the solution to this gnarly business conundrum! In 2019, I worked to downsize the existing brick-and-mortar research center, sell it in an acquisition agreement and make a clean move on to the newly branded Greatdogs, which was officially launched shortly after.
Jenni , before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?
Hello, everyone. My name is Jenni Lough Watson, and I am from Tipp City, Ohio – a small town with the biggest heart in America. Officially launched in 2017, I founded a Medical Alert Mapping Service Dog Program called Greatdogs, which is at the very core of my purpose of serving others.
Greatdogs is an authentic solution created from personal need and experience. In my early 20’s, I was diagnosed with Agoraphobia (the fear of public places), a societal “Label”, placed on me through a canned mental health provider, who had no other answers beyond this diagnosis.
I first learned to advocate for myself by “digging deeper” into the root of my own diagnosis… “This label does not define me,” I would say to myself. To me, this superficial diagnosis meant I was barreling down a conveyor belt towards a one-size-fits-all stereotype, which served merely as an obstacle to a better life. I was convinced I could live a life without labels, and I took this diagnosis as a motivator to live the life I deserved.
From 2009 to 2019, I was in the throes of developing the Greatdogs Program, behind the scenes of a brick-and-mortar pet-positioned retail/service business.
From this living laboratory, the training methodology, and basic systems and processes needed to launch Greatdogs’ fundamental ideology were developed, tested, and readily practiced. We hosted some 30 – 40 Family Pets each day, and worked diligently to train, groom and present the method to their families. While we were focused only on family pets, and not service dogs, the methodology was aimed at teaching the dog, rather than the human. That was my first of many oversights! On the surface, I was convinced by my rudimentary research and development that I was working towards a method of training dogs for a future ideal client, or “end user.” From this, I discerned that my ideal client was a 20-something year old, who lived with similar challenges as myself; only… I later learned, through a series of autopsies, suffering a great deal of road rash along the way, that this ideation was completely missing the mark…More on this, later.
The END of an Era – the Beginning of a New Chapter:
Originally launched as a living laboratory to develop a methodology that trained dogs via celebrating their natural inclination, to take initiative in making independent decisions, and contribute to the well-being of others.
In 2019, having worked on myself, and tirelessly working to refine my mission and vision (a seemingly never-ending effort, for me) I branched out of my comfort box, to become laser[JLW1] -focused on who I would serve, and how I could contribute something larger than myself, in a way that spoke to my own personal life experiences, and challenges. That is where the story of Greatdogs comes to life…
Carrying only a mental image of my understanding for what was needed to meet the needs of my ideal client, and applying my own first-hand experience of navigating the world with a trained service dog, I set out to make a meaningful difference in the lives of others. I first learned about a condition called Prosopagnosia (praa·suh·pag·now·zhuh), which means “unknowing,” a generalized mapping disorder that impacts one’s ability to recognize familiar faces, places, and designated landmarks. For some, like myself, Prosopagnosia limits one’s ability to grid-map the environment around them – creating a significant limitation in orientation, and navigating both familiar and unfamiliar spaces, as well as impacting social interactions.
The epiphany of hearing about Prosopagnosia for the first time came as a surprise, while listening to a bit on National Public Radio. The snippet was broadcasted from 60 minutes with journalist Lesley Stahl. The segment was focused on face blindness, the statistic was 1 in 50 people have some level of Prosopagnosia, and suffer life-altering mapping disorder. It was the first time I had felt heard, and not alone in my challenge – I was determined to learn more!
By the time I heard about Prosopagnosia, I was already in the beginning stages of exploring how a dog could assist me with the challenges I faced, particularly in navigation and orientation tasks. As an innovative, and creative minded person, I had a knack of adapting in almost every environment I was positioned. My late grandfather would always say “Throw Jenni out the window of a 10-story building, she will always land on her feet”. This innovation is how Greatdogs began…
Our Mapping Dogs: Greatdogs specializes in training rough collies and standard poodles to serve individuals who live with life-altering generalized mapping disorders, called Prosopagnosia. Much like a compass, Greatdogs fully trained mapping service dogs use both scent and memory and serve as a living tool to orient, and navigate their human partner through the thickest of cities, to designated landmarks such as the front of a building, the car, and even to a specific pre-established business or other safe location.
Our Medical Alert Dogs: Dually-trained Medical Alert Mapping Service Dogs from the Greatdogs program serve their human partners much like a barometer, indicating to real-time fluctuations in blood glucose levels and other biochemicals responsible for keeping the body functioning. Our dogs, simply put, save lives by providing an early-warning alert system that is unrivaled by technology. Diabetes and Addisons are two main diagnoses our dogs are specifically trained to mitigate the effects of, for their human partners. Our dogs serve their human partners as living barometers, and navigational compasses, guiding their human partners to find their true north, and providing them with a quality of life they deserve.
Any advice for growing your clientele? What’s been most effective for you?
<<< Any Advice on Growing your clientele? What has been most effective for you?>>>>>>
Let us take a step back to the part I shared about pinning down my ideal client… When I first began the conceptualization of Greatdogs, I firmly believed my ideal client was the 20-something year old who, like me, had life altering limitations as a result of a diagnosis…and, today, I know that this is only one part of the focus I must have in the department of understanding my audience.
The LARGER Client, and audience that became belligerently obvious I must adapt to serve, was someone I never imagined would be a cog in the wheel, much less shape the program from every tier of its existence… that, my friends is the “supplier.” It was not until 2017 that I got the opportunity to meet the grand marshal of mentors in my life…Mr. Clay Mathile – the founder of Iams Pet Foods. Through a series of face-to-face conversations with Clay, I heard the most eye-opening story about the evolution of the Pet Food brands Iams, and later, Eukanuba. To this very minute, one part of Clay’s Story really resonates with me, and I will do my best to share it with you just as I heard it straight from Clay’s mouth to my ears. The quote went something like
“It took me 5 years to realize that I was selling a dog food that dogs wouldn’t eat in a package that consumers wouldn’t buy, – then, it took me twice that amount of time to fix it.”
It was several years later that I would grow my business tall enough to reach a workshop offered by Clay’s Entrepreneurship Initiative “Aileron” called Know your customer. The core of this workshop is to flush out the key characteristics of who you serve, why you serve them, and most importantly why you do not serve anyone who does not meet the key characteristics you define for your product.
The real AH-HA! came to me in this iteration of purposeful development. Again, drawing from Clay’s abundant experience share, in the center of the pet industry – I was able to apply his experience in a profoundly monumental way – as I continued to hear his words of wisdom ring out in my mind. “Hire Slow, Fire Fast, your customers are assets, you have more than one customer segment,” He would say… “Vendors, Employees, and their families “THESE are your biggest assets! Treat your employees like family, and put your vendors to work as if they are family. They are all customers“. Fast forward to 2020…
My program, after must duress, I discovered required 3 times the number of Service Puppy Candidates than I ever imagined. The quality of dogs is critical, too. The investment of a Service Dog in Residence, a candidate dog who is continuously being evaluated at each milestone of the program, such as Health and Wellness, Genetic Profile, Temperament, Mental Soundness, and other attributes such as generosity of spirit, inner confidence and biddability all factor into the on-going assessment. It may surprise you, but these are living – breathing beings, and variables always outweigh the predictive index. Genetic Risk Versus Reward Ratios suck. Dogs that possess all of the attributes, and the balance to handle what life as a service dog in residence throws at them, are not cheap. In fact, for the Greatdogs Program – the first 6 months of acquisition of a Service Dog in Residence costs a minimum of $6000.00, and many become career change companions in the early milestones. The investment, I learned, must be made by the breeder; for it is the breeder who possesses the highest yield for quality control of available dogs than the training plan can ever match.
In 2020, I was unable to fulfill the new additions to the program, because Covid restricted travel, and veterinary services were scarce. Many of the dogs with planned litters were unfulfilled, creating a scarcity for selection. Of the 5 dogs I had planned to acquire – zero was the number that came through. Without dogs in residence, the program dries-up, momentum wanes, and needs go unmet. Breeders were struggling to move forward with their programs, which in turn created a hold-back mindset. The Best Breeders for our program were unwilling to part with their dogs in the uncertain times. To become a fully trained service dog – a big investment is required; it takes a village! From Breeders, to executing the training plan within the program, to public outreach, the entire community plays a part in the development of the dog’s life throughout the 2.5 years the dog is in residence with the program. Breeders must have full-faith in placing their beloved puppies in my program; they must have confidence in the selection criteria, and training plan, and in the end – they must have trust in me to guarantee a forever loving home for their dogs once they enter my program. Further, Breeders must be willing to part with the very best quality they can produce.
Entering 2020, I had no credentials that measured-up from the breeder’s point of view. In fact, I did not even have a notion of how breeder’s think, or how my program could meet their needs. I had zero idea how to resonate with this group of experienced, knowledgeable assets. In Clay’s example, the parallel is unprecedented … I did not understand my customer, and as a result, my process was not fulfilling their needs. The outcome of this phase was that I acquired dogs, but instead of assets, I acquired liabilities. These dogs did not meet any established criteria, or breed standard; they were not healthy enough to do the work my training plan required, and I had a significantly high turnover rate of highly trained, glorified pets as a result.
It was not until I met Leslie Rappaport of Kings Valley Collies – a prolific Collie Breeder, who also has a thriving Mobility Service Dog Program in the Valleys of Monmouth Oregon, USA. It was Leslie Rappaport who connected the dots for me. She worked tirelessly to help me understand, from her point of view, how breeders think, eat, and breathe their love of the breed. It was in this chapter that I realized, I must meet the customer where they are, if I am to gain worthy merits in their eyes. Because of the social limitations COVID-19 Pandemic had assigned our society during these months, I opted to begin participating in Dog Shows. Here, breeders would gather to showcase the best dogs they could produce in their programs, and fancy the attributes of their breed with other exhibitors, breeders, and judges. This was a MECCA of customer opportunity!
The added benefit was that the fleet of Greatdogs in Residence acquired real-world life experience, which resulted in well-rounded, confidently well-traveled dogs who were ready to take on the next phase of scent, memory, and harness training with ease. During any given weekend, a whopping 6 – 8 – or even 10! Dogs accompanied me to various states across the country! Attending dog shows served a dual-role for my program – Amplifying the breeders’ merits through earning Championship, Grand Championship and Top Ten Recognition, and Establishing the dogs as versatile, contributors – not only to their breed, but to something much, much more significant – changing lives for others who need their specific skills! The efficacy of this was a major turning point in the dogs who graduate as fully trained medical alert mapping service dogs, and the breeders who work tirelessly to produce and provide these amazing resources to the Greatdogs Program.
In the last two years, I have identified the key characteristics this subset of customers requires from my program. In 2021, I acquired 11 dogs for my program – and during the dogs’ residency with Greatdogs, sixty-six new titles were acquired by this group of dogs. Also in 2021, two of the Greatdogs in Residence were invited to the United Kennel Club’s Top Ten Breed Invitational – representing the two of the top ten Collies in the Country – Both of which are now fully trained Medical Alert Mapping Service Dogs. With this success followed additional dogs being welcomed into the program. In 2022, 6 of the Greatdogs in Residence were invited to compete in the Top Ten Breed Invitational…and today, the newest generation of Greatdogs in Residence hold Seven of the Top Ten Breed Invitational standings. Breeders are now lining up to offer their very best dogs to be represented in the Greatdogs Program, and supply is no longer an obstacle.
Can you share a story from your journey that illustrates your resilience?
Enter the year 2020. I was focused on marketing, an area that is not my bailiwick, but a necessary and pressing activity – especially during the pandemic! Relying on a trained service dog for life, and independence is very different than loving your dog and wanting to take him or her with you everywhere you go. That is why there are designated State, and Federal laws that protect fully trained medically necessary service dogs, whereas Emotional Support Pets do not have the same public access protections.
Now, add in the complexity of the abundance of newly acquired pets during the pandemic, many of which providing stay-at-home services of comfort, and emotional well-being during a less-than-predictable time in our society. By-and-large, this swatch of generational dogs that experienced limited socialization, has led to a new perspective on training standards, which have fallen by the wayside, as dogs were – like us – homebound. From the Pandemic, an epidemic began – burdened with our emotions, and carrying the weight of our expectations, many of these dogs have subsequently been labeled by their owners as “Emotional Support or Comfort Animals” – pseudo service dogs with no specified training, or preparedness to mitigate a physical disability. Underprepared to enter into restaurants, grocery stores and retail establishments, these dogs carry with them behaviors that have become tolerable, as the standard of expectation from “trained” dogs wanes as a result of seeing less and less legitimate fully trained service dogs.
In October of 2020, I given the opportunity to turn a very traumatic, and negative experience into a Public-Good Program. While downtown, Myles and I were attacked by an out-of-control pet as we exited a local coffee shop. The dog pursued us through an open door, back into the coffee shop – and knocked me down to the floor. I was able to restrain the dog, physically, until help arrived. It was in this moment, paired with the feedback and for the inquisitive community which I adore – that Service Dog Aware was Born.
Service Dog Aware is a public-good, real-world 3-step program that informs business owners, organizations, and law enforcement agencies about dogs in public, with an emphasis on service dog access laws. Service Dog Aware partners gain confidence, and clarity about qualifying questions that can be asked to determine whether a dog is a trained service dog, or a pet when interacting with those who rely on trained service dogs, and this awareness results in unobstructed access to goods and services to all.
<<<What are you most proud of? THIS IS THE CLOSING!!!>>>
Many times, I am asked questions like
” It must be so hard to give them up after spending so much time with them”… or “I would never be able to give my dog to someone else, I don’t know how you do it”.
The most fulfilling part of my purpose with Greatdogs, is the ability to choose a puppy, bring them through this world – celebrating their individuality, and talents all the while shaping every aspect of their perception. Many times, the dogs shape my own perception of the world in a positive and meaningful way, then, they move on to become contributors to someone’s life. It is a blessing to have such purpose.
“Every drop of water shapes the stone”, my mentor would say. It is not only the dogs who gain perspective in this process, with each dog and human partnership that results from my program, I grow, too.
I am most proud of the challenges I have faced, because this is what has contributed to my ability to transform challenge into quality of life – first, for myself, and now for others. In fact, I know very few people who wake up every day as fulfilled as I have been fortunate to feel; to work with some of the most talented, generous, resilient creatures, and people this planet will ever know.
During the graduation ceremony for new teams, the handler must commence in a promise to their new canine partner. It is in this moment that I remove my leash from the dog’s collar for the final time, and the handler places theirs on their new partner – it is pure magic. The dogs contribute their whole self, their whole lives to another. Experiencing this on a personal level, and now having progressed to being strong enough to serve others is an instant reminder of why I get out of bed in the morning, and breathe in and out all day long.
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Are there any books, videos, essays, or other resources that have significantly impacted your management and entrepreneurial thinking and philosophy?>>>>>>>>
One of my most cherished gifts, gifted to me from the Author himself, is a book called” Dream No Little Dreams” by Clay Mathile. This book is the story about Clay Mathile, and his leadership of the Iams Pet Food Company. Clay was the visionary for Iams Pet Foods, who, in my opinion carved the path in the pet industry that allowed me to walk, learn and live my purpose of serving others. Clay sold Iams to P& G in 1999 for $2.6Billion dollars, a story I followed even in my teens as I grinded my way into this no-barrier to enter industry. I remember finding an article about the sale of Iams, and how empty it left me. It was not until 2010 that I got an unimaginable opportunity to meet Clay and some of the characters in this book. In the years beyond Iam’s sale to Proctor and Gamble, Clay and his team launched an entrepreneurial center called “Aileron” in Tipp City, Ohio. He had a gift of surrounding himself, and his organizations with real-world heroes, and Aileron was nothing short of that for me. Aileron served me in many capacities, that to this day, enrich my life, and guide my decisions. I am grateful for mentors like this.
Contact Info:
- Website: www.greatdogs.com; www.servicedogawarepartners.com
- Facebook: https://www.facebook.com/swiftdogzJen
- Other: Name: Jenni Lough Watson Business: Greatdogs LLC Business: Service Dog Aware (a project of Greatdogs)
- Email: greatdogsknow@gmail.com
- Links: Website: www.greatdogs.com www.servicedogawarepartners.com
- Other references: WDTN: https://www.wdtn.com/news/local-news/program-helps-businesses-interact-accommodate-people-with-service-dogs/
- Mapping Myles: https://youtu.be/orbn-QjGTqI 60 Minutes: Part 1: https://youtu.be/dxqsBk7Wn-Y 60 Minutes: Part 2: https://youtu.be/MD6bIoJ1YKY Book: “Dream No Little Dreams” Clay Mathile