Cathy Alinovi, Hoofstock Veterinary Service
Veternarian Cathy Alinovi owns Hoofstock Veterinary Service in Pine Village, Ind., where attaining and maintaining animal health is the primary goal.
‘Ah ha’ moment that led to launching the business: I was four months pregnant and my business partner decided she didn’t want a partner anymore! I knew it was time to do my own thing.
Ideal customer: One who is ready to challenge the norm, ask “why,” and wants the best health for themselves and their pets.
First customer: A friend whose dog no one else could fix. It was a lot of work, but the vomiting stopped and I learned a lot.
Measuring success: Word of mouth keeps my business growing. I now have clients who drive from four hours away, and some call for consultation across the country.
Biggest struggle: Personnel issues; the bigger my business gets, the more help I need. I have to clearly tell people what I’m looking for and what they need to do to fit in. It is hard to find staff with my same values.
Surprise!: The amount of time paperwork takes. Not just record keeping, but personnel, bookkeeping, and management – whew!
Promoting Business: Education! I spend three-fourths of my time with the client explaining how and why. Then, I have their buy-in and they opt for the best treatment plan.
What you wish you would have known: How little sleep I’d get some days, and how big my business would grow. (The two are intimately related!)
What keeps you up at night (business wise!)?: What else can I do? I rack my brain for more treatment options.
Ever tempted to throw in the towel and just get a job?: I did for a year. I had no freedom – no freedom to chose my clients, no freedom to chose how to do things, no freedom with my family; it was very claustrophobic. My clients and I were all very happy when I came back.
Biggest goal: Continued 10% annual growth in a down-economy (most of my colleagues are down 4-10%, but my business has grown). Published a new cookbook, Dinner PAWsible, to teach my clients how to save money and have the healthy pets they want.
Pricing: Veterinarians have a national pricing database. I set my prices in the middle where I am comfortable. For the few things I don’t like to do, I raise my price until I charge enough that I feel like it makes up for my discomfort. I also benchmark with the local competition (mystery phone shopper calls); I keep my prices right in the middle.
Funding: I am the queen of zero percent credit card loans. I budget so the last payment is done on the last day of the term and roll the “transaction fee” into the first payment.
A few good tips: Customer service is the key in any service-based industry. Where I am successful is taking the time to listen, explain and involve the client in patient care. I’m not afraid to go learn something new for a patient – and I tell my clients “This is new. Let’s try!”
The absolute best part of owning my own business is: knowing it all revolves around me; if I don’t get it right, no one else on my staff can either.
If I had to start all over again, I would have: done it all the same; I’m delighted about where I am now – I think changing one thing would have me in a different place now.
I never imagined: dealing with people all day everyday would be so difficult.
If standing on a rooftop facing crowds of aspiring or struggling small business owners, I would shout: “Believe in yourself. No one can get you there but yourself!”
