HEN Lee Southern bought a dog she didn’t
realise it would change her life forever. For
Bronte, a dalmation puppy, was the inspiration
behind the formation of a million pound business.
Barking Mad is a home-from-home care service for
dogs while their owners are on holiday. Instead of going
into kennels, your dog is taken to a host family, with its
own basket and toys to enjoy a holiday of its own.
‘When they go to stay with a host family they are the
absolute focus of that family,’ explains Lee from her office
in Barbon, near Kirkby Lonsdale, ‘sometimes even more
so than at home. It’s one-to-one care, something you
don’t get in most kennels.
It’s that personal contact that makes the difference and,
if you match their routine properly, then most dogs settle
quickly, especially because they have their own things
around them.
‘We meet all the dogs at home and find out about their
likes and dislikes, any medical requirements or health
issues and match them to a family that is suitable. For
example, if a dog likes to watch Coronation Street we
place it where it will be allowed to continue doing so.
‘When they return the customer is given a pet postcard
- information on what they’ve been doing - and a
photograph of their dog on holiday.’
Barking Mad has really taken off, not just for dog owners
in North Lancashire but all over the country. Since
launching the business in May 2000, Lee has developed it
into a franchise with more than 4,000 customers and a
£1.3 million turnover.
She has more than 50 franchises in the UK, from
Scotland to Somerset and even one in Cyprus, thanks to a
previous customer who moved there. Lee is hoping to
develop the business in the rest of Europe and even to
Australia and New Zealand.
‘I couldn’t face putting Bronte into kennels while I went
to visit family in America,’ Lee says. ‘I thought there would
be other options but I soon found people either used
kennels, relied on family and friends or just didn’t go away.
‘I looked at options like house sitting, but it was
expensive and I didn’t like the thought of someone living in
my home.’
From there, the service developed as a part-time
business. ‘I ran it locally for a short time while I was
working as a sales and marketing consultant but I soon
realised I should focus all my efforts on Barking Mad.
‘I created a website which began to generate inquiries
from across the country and I realised that it was not just
something that concerned pet owners nationwide.
‘The only way I could expand the business was through
franchising and at £15-17 a day (plus registration and
delivery fees) it’s only a few pounds more than some
kennels so money really isn’t a factor,’ she says.
Two years later Lee launched Barking Mad as a
franchise opportunity and the Barbon head office provides
all the necessary training and support.
‘Franchisees and host families have to be dog lovers
because there’s a lot of trust involved when you leave your
dog with someone else,’ she explains. ‘It’s quite easy to
find host families. Most are retired people who love dogs
but don’t want the full-time responsibility or commitment
of dog ownership. Barking Mad gives them the best of
both worlds.
‘Barking Mad has changed the life of everyone involved
- the team at head office, customers, franchisees, host
families, the dog and me. I even met my partner through
the business - he works for a pet food franchise.’
For more information see www.barking mad.uk.com.
There are Barking Mad franchises on the Fylde coast, in
Lancaster, Preston, Southport and the South Lakes.