Entrepreneur Interview: Dr. Amy Kramer ... - Business Info Guide

Business Name:Dr. Amy Kramer with Dalmation
California Animal Rehabiliation

Website URL:
www.calanimalrehab.com

Year Founded:
2007

Business Partners:
Physical Therapist, Dr. Amy Kramer
Veterinarian, Dr. Jessica Waldman
Both Certified in Canine Rehabiliation

Number of Employees:
15

What does your company do?
California Animal Rehabiliation is on the forefront of pet healthcare. The vision of a doctor of veterinary medicine and a doctor of physical therapy, Los Angeles-based California Animal Rehabilitation is the first pet rehabilitation center of its kind in Southern California. The facility offers comprehensive rehabilitation services for dogs and cats needing post-operative recovery programs or non-surgical options, assistance with neurological disorders, weight management, and general pain management associated with disorders from aging or from injuries. ?Pet owner exit surveys taken after an initial 8-week treatment program have reported 99% satisfaction with the rehabilitation center?s services and an average of 75% improvement with their pet?s physical problems.

Was there a specific turning point when you realized your business was moving to the next level?

The biggest turning point for us was when we rapidly began outgrowing our space and were in a long lease. ?To meet demands we tripled our employees between 2008-09 and added a full day of Saturday treatments.

What processes or procedures have you implemented that have helped grow your company?
Prior to our entering the market, the only place pet owners could really turn to were unlicensed massage and swim therapists operating out of homes. ?Since we are primarily a veterinarian referral ? based operation, it was of the utmost importance that we educate our referral base to let them know that each and every patient case would have a veterinarian and a physical therapist team, both certified in canine rehabilitation, assigned to that pet?s recovery and program. ?Since this was our business model from the beginning, it was more about reassuring the veterinarian population of our credibility and reassuring our consumer clientele ? pet owners ? that they would have time with the team and become an integral part of their pet?s recovery process. ?Through reports back to vets and open email communication with pet owners, we accomplished a process and procedure that left no room for doubt and confidence from both B2B and B2C audiences.

Additionally, simple processes that every business ?should? do but sometimes don?t find the time: keeping our website current, with new case stories, testimonials ? all things that pet owners tell us all the time that they have turned to and follow to see what?s new. ?And, post-treatment owner surveys, which have shown that our model is what they want and like about the business and keeps them referring friends and family.

What is most rewarding about running your business?
One of the most rewarding things about running your own business is being able to uphold the standards that we ?wanted to give our clients from the beginning. ?We give every patient and owner a higher quality of care because that?s what we would want for ourselves and our pets. ?This higher quality of care really makes a difference in the lives of pets and their owners.

What challenges have you faced and how have you overcome them?
Probably the biggest challenge was trying to establish a new business that didn?t really exist before on several levels:

1. ? ? ?Initial Loan was hard to get because pet rehabilitation really had no history. ?We used a model of a successful rehab facilty in Chicago and a lot of research about how much money owners are spending on their pets ? and the fact that we were in one of the capitals of pet loving populations with disposable income. ?It worked!
2. ? ? ?Veterinarian population was skeptical. ?We were asking many of them to step out of their old way of doing pet care, where they didn?t even think about rehabilitating a senior pet, pre-operatory strengthening, post-operatory recovery support, etc. ?Getting them to think about rehabilitation as an alternative or adjunct to what they were already providing, instead of thinking that it will ruin their business or take away from their bottom line took some education.

If you were starting over today, what would you do differently?
There is nothing about our business model that I would change. ?I think we hit that nail right on the head. ?In hind sight, what I would change is quite simple ? the architectural design of our facility and the size. ?Had I known we would be growing 30% each year, I would have leased a much larger space from the get go and laid it out to make the experience for the pets a little better ? e.g., acupuncture rooms where you want a pet to be calm and quiet should be far away from the reception/check-in and waiting area.

What advice do you have for other business owners?
Both of us talked about and were looking to start this business probably 3-5 years before we actually did it. ?We knew it would happen, but we wanted it to be under the right conditions. ?We had each been pursuing this business dream separately, and when we met by chance, it was time. ?The best advise we could offer is to believe in your idea ? provided you?ve done your homework and know that you have a solid business plan. ?Perseverance and hard work does pay off, just make sure you have all the pieces in place and know exactly what it is that you want to do, then stick to your guns.

Please list any favorite books, tools or resources (software, website, etc.) you would recommend for others:
We?ve read all of the NOLO PRESS BOOKS about how to start a business. ?And we also highly recommend the E-MYTH books about entrepreneurialism.

What is something that people might be surprised to learn about you?
As tough as I seem on the outside, I?m really just a big pushover ? Dr. Amy Kramer.

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