Doggy dreamin' | A conversation with Susan Dench, owner of The Muddy Dog in Falmouth
Photo/Brandon McKenney
Susan Dench
The Muddy Dog
Founded: April 2009
Employees: 0
Startup costs: $30,000
Projected revenue, year one: $100,000
Projected revenue, year two: $300,000
Contact: 899-0301
295 Foreside Road, Falmouth
www.themuddydog.com
What is The Muddy Dog?
It creates and sells ergonomically designed down dog beds that combine a comfortable rest for dogs, and stylish, distinctive covers that won’t put the people who love them to sleep. Our dog beds are different from the other types of foam and fiber beds available. We refer to them as “duvets,” a French term for down bedding. I used to have two golden retrievers and they would come in from outside all muddy, which is why we named the business “The Muddy Dog.” We also offer slip covers that are easily washable. But we don’t view ourselves a just selling dog beds … What we offer is the pet owner’s gift of a good night’s sleep to their dog, while being proud to show off their down dog duvet to company in their home.
Why did you start the company?
I had designed a down bed for a beloved, but arthritic, golden retriever after noticing that she could only get a restful sleep wrapped in a down comforter. Friends commented on the stylish covers and on the fleece slipcover I also developed to keep things fresh and clean. For the same reason we like our down comforters, dogs like theirs. It helps regulate their body temperature and provides support for their skeletal system. Also, while working with a large animal diagnostics company, I learned that most people thought of their pets as part of the family. They were willing to spend accordingly, so when I lost my job there, my husband suggested commercializing the beds.
How do you market your business?
We are not in the same category as chain store dog beds. Down is a much more costly material than foam and our covers are made with expensive fabrics made with quality and detail, which elevates a dog necessity to more of a home accessory. We will be selling the duvets through home furnishing retailers, most of whom haven’t really considered dog beds as merchandise inventory before. We will also be selling directly to the customer through our website where we can have that one-on-one conversation. In addition to the usual ways of getting the word out, we do trunk shows, events, blogging, Facebook and we also offer fundraising opportunities for animal charities, by donating a percentage of our profits to them.
How do you finance this business?
My wonderful husband has amazing faith in me and took out a home equity line for our business.
What has been the biggest challenge running this business?
Apart from explaining what a “down dog duvet” is, convincing people that this is a product unlike anything they’ve had before for their dogs. Even though people adore their pets and would do anything for their comfort, purchasing a dog bed has become more of a chore than a pleasure. Also, working in a large company, where there are 5,000 people, you depend on other people to do certain things. When owning a small business, I do everything.
What has been successful about your business strategy?
The word is finally getting out and we are getting lots of great feedback about the website and the product. We are ardent networkers and truly listen to what people have to tell us. Our motto is: “Fine living for dogs.” A lot of people like the fresh, modern colors and fabrics. They not only see it as a dog bed, it’s a good night’s sleep for their dog, and if we can keep the conversation going and the revenue rolling, we have been successful. Also being able to manufacture the bed, including the insert, right here in Maine … most of our big competitors’ beds are made in China. One of our goals was to help retain and expand jobs at home. And we are doing just that.
What are your goals for the future of this business?
We want every pampered pooch in the U.S. to enjoy a comfortable night’s sleep on a Muddy Dog down dog duvet. We admire companies such as Vineyard Vines and Lilly Pulitzer who have built lifestyle brands. They have done a good job targeting their audience, which is what we want to do.
Interview by Kayla Collins
New Ventures profiles young businesses, 6-18 months old. Send your suggestions and contact information to editorial@mainebiz.biz.
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