We were lucky to catch up with Mindy And Katie Wimberley recently and have shared our conversation below.
Hi Mindy and Katie, thanks for joining us today. What’s the backstory behind how you came up with the idea for your business?
Our business idea was born from a desire to work together on something we both loved – dogs! As a mother, daughter team working on a long run family fishing business we spent many hours thinking it would be more fun to come to work if we were passionate about the products we were making. Katie had a second business as a dog groomer and was dedicated to giving extra attention to her clients. I had spent years working in outdoor, dog friendly, restaurants and saw patrons letting their dogs lay on the dirty floor under the table where I knew there were probably bits of glass and discarded food.
The idea to create a “travel” dog mat that would solve the restaurant floor issue and allow Katie to help her customer’s dogs stay safe and clean seemed a worthwhile task. At first we thought dogs could use this at restaurants, bars, the beach, on a boat, at a park or sporting events. There was a need and we could offer a clean, cool and comfortable spot for dogs when away from home. But, we found our dogs at home loved laying on them and started using them as “Place” mats for training, snack mats for ice cream, peanut butter and messy treats, and a dog bed in the office. Made out of neoprene they are water resistant, machine washable, lightweight, have a non-skid base and easily roll up like a yoga mat. We started offering a 6’ leash that turns into a carrying strap, or the mat can be folded and put into a bag or backpack to appeal to the traveler.
Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.
We feel blessed that we can offer a product that can help keep dogs safe, comfortable and improve their quality of life. We are proud to have donated 50 mats in 2024 and are on track to give 100 mats in 2025 to Service and Assistance dogs. These amazing dogs enhance physiological and psychological well-being and promote empowerment for those that may be in isolation. This also includes K9 and Military dogs that serve every day to protect our nation, states and cities. Our mission to give away mats is only possible with continued support. We like to say, “Dogs Helping Dogs” Together we can make a tangible and significant difference in these dogs lives.
Have you ever had to pivot?
We got excited about our business about 6 months in when we started getting requests for a service dog mat. People wanted mats that said, “Do Not Pet”, “Do Not Interact” and “Service Dog”. We quickly started printing samples to post. We picked up influencers that owned service dogs and received feedback on how the mats curbed public attention of their dog. We found our niche; or so we thought. Dog trainers wanted them with their business logo’s to sell with obedience classes for Place training. This also gave them free advertising as their patrons used the mats when away from home. Show dog owners wanted them for their Dock, Agility and Disc dogs. Our target market became bigger as people shared our posts and their ideas of optional ways to use the mats.
How did you build your audience on social media?
Our social media had a slow start. We posted pictures of our own dogs over and over and over without any response. We paid for ads and hired someone to interact for us. We focused on our product, not on what the product would “do” for dogs and their parents. It wasn’t until we realized that this fun, travel mat we invented for a restaurant was actually a way to “serve” dogs and their owners. When we finally paid attention, ourselves, to what people were saying and asking for, were we able to grow. We learned you have to put the “Person” your serving first, then the “Product”. We received feedback on how a familiar place to lay helped with anxiety, or allowed service dog owners to keep their dog secure when working, aided in the training process in class or at home. Was the perfect spot to hang at the “Paw-ffice”. Could be used to rest on between disc competitions or drip dry on after a dock dive or swim. Was the perfect place to show off awards won and advertise a group, an event or business logo. And it was perfect for hiking, camping, festivals, RVing, the park, in the car and yes, at a restaurant.
Contact Info:
- Website: https://wagaroundtown.com
- Instagram: @wagaroundtownaccessories
- Facebook: https://www.facebook.com/Wagaroundtowntravelmat/
- Youtube: https://www.youtube.com/channel/UCF22rtrNhGnLiYB-NGE7zfQ
- Other: TikTok: https://www.tiktok.com/@wagaroundtown
