In the last issue, Part 1 of this article revolved around explaining what a SWOT Analysis is, and in this issue, Chuck Holt continues his workshop style article by focusing on the first letter of the acronym, S is for Strengths. Use the blank paper to actually write down your Strengths, and then keep this copy of The Dog Journal handy for the next parts of this. Get creative, thing long and hard, and get anyone involved in your business to gather around and help you.
By the time this series of articles is complete, hopefully you can emerge with a clearer picture of where you are going, and what it will take to get you there. In the meantime, if this looks like something you should do, but are stuck on the details, reach out to Chuck and schedule a session with him!
Written By: Chuck Holt
Have you ever attended a breeder’s trade show or expo and found yourself overwhelmed with numerous opportunities to expand your breeding business? Making decisions in such a situation can be quite challenging, especially when faced with limited funds, me constraints, and a sluggish market. The one thing that’s certain is that you can’t pursue every option. So, where do you start, and what should you focus on?
These are valid questions, indeed. Should you prioritize DNA testing for your adult dogs? Perhaps invest in that long-desired website? Improve your photography? Concentrate on marketing through platforms like Facebook and Instagram? Work on customer retention? Consider building a new kennel? Provide valueadded services for your puppy customers? Should you aim to grow, maintain the status quo, or even consider quitting breeding? The array of choices can make your head spin.
As we discussed in our previous article, the value of a SWOT analysis lies in its ability to provide focus and a roadmap for the future. In this article, we will delve into the “S” of SWOT, which stands for Strengths. In the upcoming articles, we will explore the other components of the acronym: Weaknesses, Opportunities, and Threats. Before we proceed, let’s address our hesitation to discuss one’s strengths. Many of us are taught to embrace humility and avoid appearing prideful. However, acknowledging your strengths doesn’t equate to boasting. When we ask about your strengths, we are referring to recognizing the skills, assets, and abilities that you’ve been given. True pride is all about asserting superiority over others, while acknowledging your strengths is about being a responsible steward of your resources and using them for the benefit of others.
Now that we’ve clarified this, take a moment to list your strengths as a breeder on a piece of paper. You can involve your team, spouse, or a friend in this process. What distinguishes you? What assets do you have that contribute to your breeding program’s strengths? Consider every aspect of your breeding program: facilities, staff, marketing, branding, systems, customer relations, dogs, post-sales support, and more. List any resources or skills that you and your team have that contribute to your success. Everyone has strengths, so if you’re having trouble identifying them, feel free to reach out to others for assistance.
Once you’ve compiled all your strengths into a master list, categorize them under the above mentioned categories. This will result in a list of strengths under each category. Then, go through the list and identify your top two or three strengths in each category. These are the ones that stand out as your most significant assets. It could be your new kennel, the quality of your DNA-tested dogs, or the fact that you maintain a waiting list. After circling your top strengths in each category, you need to narrow down the whole organization’s top strengths to just the top two or three. Some of them might even be combined into a single strength. Wasn’t that relatively simple and devoid of any bragging? It’s merely a matter of recognizing the assets and skills you bring to the table. Identifying your strengths is fundamental to addressing the questions raised in the first paragraph. Before you invest me, energy, and resources in making changes, it’s crucial to understand the strengths that you and your team can leverage. Now that this step is complete, it’s time to examine your weaknesses. In the next three articles, we will closely examine the other three components of a SWOT analysis and guide you through this process for evaluating your breeding program and identifying goals and plans to grow your business.
For more information on having New Now Services provide business coaching for your kennel program, contact Chuck at 610-223-2008 or at [email protected]
Bio: Chuck Holt is the president of New Now Services which exists to help plain community business and breeders become successful in today’s ever changing world. He is also the founder of the Responsible Dog Breeder Network. Chuck has been a consultant and coach for over 20 years and for the past 5 years brings that to the community by providing business coaching for breeders and businesses, photo and listing services, Responsible Dog Breeder Network, and pawTree Dog food. Chuck is married to Claudia and has had 24 foster kids and raised 5 adopted kids, three with special needs. He and his family love to camp and enjoy raising King Charles Cavaliers.
Ever heard of the SWOT Analysis? Well, it’s a super valuable tool that can help any business grow and thrive, and Chuck Holt, with New Now Services, is taking the time to contribute a continued series of “workshop” articles, designed to help you implement this tool into your dog breeding business.
