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Issue Date: May 16, 2004
Pet products go door-to-door
In-home sales parties may be the "ulti-mutt" new trend.
"Pet consultants" sell dog and cat biscuit mixes as well as pet toiletries.
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Wanted: Energetic salespeople who are well-connected to the four-legged set and can host home parties, Tupperware-style, to showcase pet products.
Since launching its network of "pet consultants" last fall (100 recruits in 30 states as of press time), Chicago-based Shure Pets has enjoyed the kind of success that companies like Mary Kay and Avon experienced a generation ago. Pet owners can buy everything from shampoo and toothpaste to doggie-themed candles; prices range from $5 to $100.
Company founder Andrew Shure was looking for a way to harness the energy and enthusiasm owners have for their furry friends into a business. And pet consultants sure love their work. "Where else can you go to work wearing jeans, get to talk about your pets and play with animals all day?" asks Shure consultant Joanne Salomone of Clinton Township, Mich.
About 86% of consultants are women, ages 20 to mid-60s. Parties typically involve about 10 people (plus pets); the average order is just under $200. Consultants pay $95 for a New Puppy on the Block starter kit and earn 25% commission on each item sold. The income was enough to inspire the slogan of Denver pet consultant Rick Finbow: "My dog pays my rent!"
Shure is flattered when his company is likened to Avon: "The comparison comes down to pampering our pets instead of ourselves."
-- Judy Mandell
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