We were lucky to catch up with Jennifer Moncion recently and have shared our conversation below.
Alright, Jennifer thanks for taking the time to share your stories and insights with us today. Coming up with the idea is so exciting, but then comes the hard part – executing. Too often the media ignores the execution part and goes from idea to success, skipping over the nitty, gritty details of executing in the early days. We think that’s a disservice both to the entrepreneurs who built something amazing as well as the public who isn’t getting a realistic picture of what it takes to succeed. So, we’d really appreciate if you could open up about your execution story – how did you go from idea to execution?
We can daydream all day long, but what good is that when it’s stuck in draft? Having an idea for a business is the easy part. Where to start and how to execute is the most difficult part, especially when you have no experience about the things you are daydreaming about. I knew I wanted to make dog treats because I had issues finding good quality treats for my dog due to her allergy problems. Better yet, I knew I can turn this idea into a business so other dogs can have healthier options too. But how? I knew nothing about dog treats! I just knew what I was feeding my dog was not good enough. I wanted to feed my dog something with fresh ingredients without artificial coloring or preservatives. Something natural. That’s where the light bulb turned on. I started to do some research and came across a book on how to start a dog treat business. It was the foundation I needed, such as learning how to naturally preserve the treats, sending the treats to a lab, how to properly display front and back labels on packaging, marketing ideas, and tips on what to focus on when starting a business. I started getting creative with foods that were in my kitchen by coming up with ideas on dog treat flavors. I researched every ingredient to find out the health benefits and made sure it wasn’t going to cause harm to dogs. The health benefits were important to me because I wanted to make sure I was not going to compromise on the quality of the treats. Soon after, the name Pooch Natural Living was born. My treats weren’t only yummy snacks for dogs, but a healthy way of living. Feeding our dogs healthier foods should come as natural as loving them. It’s really a natural lifestyle!
As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your background and context?
What was a frustrating season has turned into an answered prayer and beyond what I imagined. I started this business after getting tired of reading the back labels of dog treats when I would visit stores. I was appalled with the ingredients especially when the front label had misleading information. The front labels were claiming they were natural however the facts were hidden from the front packaging. As I mentioned before, my dog has allergy issues. Even though she was given high-quality dog food, she was still miserable with the constant itching, ear infections, and skin abrasions. We were still on a journey finding the right regimen however I didn’t want to stop giving my dog her treats as she looked forward to it every morning and evening after our walks. That’s where the daydreaming began as I walked her and my mind would drift with a lot of ideas. Fast forward, I am proud of taking the bold step of creating this business and seeing it blossom. I am not only making dog treats, but I am creating a community of customers that love my treats. I get to hear the testimonies and see all the happy faces and wagging tails from these adorable pups. When I receive that type of feedback, it melts my heart because I once was a daydreamer with ideas and it has now manifested. I started the business in 2017 with 3 biscuit treat flavors. Now I offer 8 types of biscuit flavors, two types of ice cream flavors, and cupcakes. In addition, I have created birthday gift boxes because dogs are family and should be celebrated.
Aside from dogs loving my treats, their parents trust what they are feeding them. I don’t want a parent to feel what I felt when I used to buy treats for my dog filled with ingredients that were not beneficial for them. Dogs don’t need fillers, artificial coloring, artificial preservatives or anything that compromises their health. Naturally, dogs age faster than humans. With that being said, they deserve to live their best healthy life during their time with us.
What’s a lesson you had to unlearn and what’s the backstory?
The lesson I had to unlearn was waiting for everything to be perfect and for the perfect time to launch the business. Waiting for things to be perfect was my old life motto, but I remembered Christmas Night in 2017, I was getting ready to go to bed until I realized I was so close to launching the business. I was reflecting that night and became tired dragging my feet. I stayed up until 4am and worked on the final stages of the business. I launched the business on December 26 and received my first online order the same day. I am now a huge believer that certain doors open when things are meant to be. If the door is open, then what are we waiting for? Sometimes, we can delay certain projects in life because we feel inadequate or not ready enough because things are not perfect. It took a year for me to prepare for the business. It should have not, but I became frustrated when I did not have the perfect idea all the time. Overthinking can sometimes hinder us. Thankfully, I was able to launch the business with the information I had back then. I have continued to learn more about the business and where to pivot. Moral of the story, don’t wait for the perfect timing if the door is wide open. There’s always room for improvement as we grow.
What’s been the most effective strategy for growing your clientele?
I have an online store but after the first year I had to get creative on how to let people know I exist aside from having a website and being on social media. I started attending market events by the end of the year in 2018 and quickly learned that human connection is the most effective way to grow a business. Having a product displayed online is completely different than having it displayed in person where the customer can actually pick up a bag of treats and read the front and back label. This gives me the opportunity to tell customers who I am and how I make the treats. I get to answer all their questions on the spot as they discover this new dog treat company. It’s even better when their dog tries a sample treat! The dog’s expression is what matters and it makes the parent feel comfortable knowing they are feeding their dog wholesome ingredients. Also, I’ve learned that I have a lot in common with dog parents when I meet them at market events. We share the same values in feeding and caring for our dogs; it’s a personal connection. Overall, physical presence has been the ultimate way to build a relationship and grow my clientele.
Contact Info:
- Website: www.
poochnaturalliving.com - Instagram: poochnaturalliving
- Facebook: Pooch Natural Living, LLC
- Twitter: poochnatural
Image Credits
Tynise Hortman and Karisa Mehl