“As part of my strategy, I am also in negotiations with people involved with pedigree dogs in Ireland at the highest level, to encourage them to invest both finance and knowledge in the business. If successful, this will bring information and contacts that will be extremely beneficial in the growth of the site. They will also be able to share the
policing of the site, which is paramount.” — Paul Barry, founder, Pedigreedogs.ie
Corkman Paul Barry established online venture Pedigreedogs.ie at the start of the year to provide dog-lovers with a reputable purebred resource.
“I realised that there would be a definite market for breeders and prospective owners in the existence of a website specialising in pedigree dogs registered by the Irish Kennel Club (IKC) and the Kennel Club London,” said Barry, who also runs DeBarra Freight Services.
The Web Design Team
He worked with web design team Jamjo to develop the site and spent a year building up a customer database to launch the service.
“When the site went live, this information was processed and various methods were used in contacting prospective customers. Most was through the use of website contact forms, and dog-related forums,” he said.
“Since it went live at the start of the year, the site has had over 6,000 visitors and over 10,000 individual visits, with 28 per cent of these coming from the search engines. The average time spent on the site is approximately seven minutes and the bounce rate is a respectable 22 per cent.
Barry’s aim is to attract only reputable dog-breeders using a range of strict stipulations.
“Puppies or adult dogs being sold must be registered with the IKC or the Kennel Club London. Advertisements must be accompanied by a photograph that promotes responsible dog ownership, showing dogs of good health kept in suitable conditions, and no exaggerated claims can be used in the text. On the buyers’ side, there is advice about all the appropriate questions that should be asked of a breeder before buying,” he said.
The Challange of Marketing on a Small Budget
“SmallBusinessCan was recommended by our web design team and, since joining, I have found it extremely helpful in getting the company out there. I have used the blog facility to seek advice, and have got invaluable material from online communication companies that have signed up to the forum. I am currently discussing a pricing plan regarding Google pay-per-click advertising and other marketing options with these companies,” Barry said.
Pedigreedogs.ie is linked to several social networking sites and Barry is also in the process of posting flyers to all veterinary practices that offer a micro-chipping service.
“As part of my strategy, I am also in negotiations with people involved with pedigree dogs in Ireland at the highest level, to encourage them to invest both finance and knowledge in the business. If successful, this will bring information and contacts that will be extremely beneficial in the growth of the site. They will also be able to share the policing of the site, which is paramount,” Barry said.
Advice To Other Start-Ups
Barry’s advice to other start-ups is to do as much market research as possible before launching their business.
“Talk to your local enterprise board to see if you are eligible for any grants or funding. Use the business sites, such as SmallBusinessCan, as there is a wealth of information freely available to start-up enterprises,” he said.
“It may sound obvious, but ensure that you deal with new enquiries in a time-efficient manner. Keep overheads to an absolute minimum, re-investing in the business when the company grows.”
Visit Pedigreedogs.ie – Irelands No.1 Classifieds to Buy and Sell Pedigree Dogs
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