Annette Frey, Biscuits by Lambchop
Biscuits by Lambchop of New York makes healthy treats for dogs, formulated with special dietary needs in mind.
‘Ah ha’ moment that led to launching the business: When my dog Lambchop developed medical issues including kidney disease and food allergies, he was placed on strict dietary restrictions. Feeding him was really tricky because some his needs contradicted each other. It was a big balancing act. I figured out his main meals but after he ate he would sit and look at me with those puppy dog eyes, waiting for his treat. Empty handed, I knew I had to come up with something. So I took to the kitchen, testing hundreds of variations until I finally came up with a formula that met all of Lambhcop’s requirements, and, my picky little guy loved! After his dog friends with serious food allergies tried the biscuits and not only tolerated them very well but also loved them, I knew we couldn’t keep them to ourselves. Biscuits by Lambchop was born.
Ideal customer: Pet owners whose dogs are “family.” They tend to lead a healthy lifestyle and want their dogs to, as well. Many of our customer’s dogs have special dietary needs but most are just looking for healthy treats with fresh, whole ingredients, made in the USA, they know they can trust.
First customer: They were literally pawing at our door. Seriously, with all the baking we did and the taste testing with different friend’s dogs, their pups would pull them to our door and plant themselves there until they rang our buzzer. Dogs are really great at training their humans, especially when there’s food involved. Cafes and restaurants love to keep a bag of our biscuits on hand because they know people’s dogs will pull them there, every day.
Measuring success: By doing something unique and making a difference. I have a physical therapy background, so identifying and examining a need, then researching and creating a solution is how I naturally think. My first success was coming up with the recipe. It wasn’t easy. I had to balance different minerals with fat and sodium content and ingredients that were least problematic for dogs with allergies. I did my own calculations at first but when I hit on the winner and sent it out to the lab, I was dead on with my calculations. That was a huge personal success. The dog’s reactions, how they loved our biscuits, was extremely satisfying. When their owners thank me because there is nothing else on the market they could give their dogs as a treat – that really makes my day. The validation from some of the media coverage is also rewarding. When Martha Stewart’s dogs eat your biscuits, it’s pretty exciting. I don’t think she lets them eat just anything.
Biggest struggle: Jumping into the fire without over-thinking. I tend to over-think just about everything but I’ve learned that in business you really need to take huge leaps of faith.
Surprise!: How rewarding it is. I knew what I was doing was rewarding, but I didn’t really know how rewarding it would be to develop into a business woman. When I hear myself giving advice to others, I realize how much I do know — and it makes me smile.
What you wish you would have known: The first is that taking loans isn’t necessarily a bad thing. When I started the business my bank and AmEx were begging me to take their money, but I kept declined. I didn’t want to owe anyone anything. I thought I’d just grow organically, in my own time and within my own financial ability. The second is to hire out the things you don’t excel at, then spend the most time on what you do best.
What keeps you up at night (business wise!)?: Long-term goals or projects for the business and all the things I need to do to get there. I play them all out in my head when my head hits the pillow.
Ever tempted to throw in the towel and just get a job?: No. I love what I do and there are a lot of dogs out there that rely on me to stock their cupboards with healthy treats. That’s important to me. I’ve been there as a pet parent. It’s why I created my company in the first place; I understand the importance to others.
Pricing: Don’t undersell yourself. I often hear women say they’re afraid people won’t pay what they think their product should sell for. If you under-price yourself, you won’t last long. Charge what you need to make a profit and find your target market that can support what you or your product is worth.
The absolute best part of owning my own business is: ensuring quality control and integrity. There was a huge pet food recall some years ago. I don’t think it could have happened if more pet food and treat companies didn’t outsource their production like they did.
If I had to start all over again, I would have: taken more risks from the start, probably including taking loans.
I never imagined: all the little things it takes to run a business would be so difficult.
If standing on a rooftop facing crowds of aspiring or struggling small business owners, I would shout: “Follow your passion and you can’t go wrong.”
