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Demographics

I am thinking about opening a SSDW, I'm in a city of 800,000 and there is only one other one already here. What is the target demographic of this business and how far a radius can you expect to draw customers from?



Response from Dave Grass:

There isn't any official demographic information available yet for SSDWs as far as I know. I don't think there is a specific "target" demographic, except that if would be people with dogs.

From personal experience as well as what I have gathered from others, the concept seems to appeal to all economic ranges (except perhaps not so much to those in the highest income brackets). The same applies to age groups.

There are obviously a number of factors in regard to radius draw such as the location (city versus small town, locations within the chosen area, etc.), type and size of the facility, how the facility is operated, advertising, etc. Again, specific information isn't available, but in a city the size of yours (or even a MUCH smaller one) it's not an issue as there would be plenty of potential customers nearby. Think of how many successful groomers and vets there are in a particular area...or gas stations and convenient stores for that matter.



I have lots of questions but can anyone give me an idea on how to obtain how many licensed dogs are in my area. Also being in the south with not a lot of winter is this business a good idea here?



Response from Dave Grass:

In many, if not most areas, the majority of dogs are not licensed. So that may not be the best way to calculate dog populations unless you know what percentage are licensed.

I suggest starting by checking out the following link: www.avma.org/reference/marketstats/ownership.asp.



The county clerk where i live was able to tell me exactly how many licensed dogs there are in the county. They also told me they figure there are 2x as many UNlicensed as here are licensed.



Response from Dave Grass:

There isn't much official demographic information available yet for SSDWs. I don't think there is a specific "target" demographic, except for people with dogs. From personal experience as well as what I have gathered from others, the concept seems to appeal to all economic ranges (except perhaps not so much to those in the highest income brackets). There are a number of factors in regard to radius draw such as the location (city versus small town, locations within the chosen area, etc.), type and size of the facility, how the facility is operated, advertising, etc. Again, specific information isn't available, but in a city the size of yours (or a much smaller one) it's not an issue as there would be plenty of potential customers nearby. Think of how many successful groomers and vets there are in a particular area, or gas stations and convenient stores for that matter...

In regard to markets, I believe this is a concept that can work virtually anywhere that has at least moderate population, just as there are groomers, vets, pet shops, etc. virtually everywhere.



I am thinking about opening a SSDW, I'm in a city of 800,000 and there is only one other one already here. What is the target demographic of this business and how far a radius can you expect to draw customers from?



Response from Dave Grass:

There isn't any official demographic information available yet for SSDWs as far as I know. I don't think there is a specific "target" demographic, except that if would be people with dogs.

From personal experience as well as what I have gathered from others, the concept seems to appeal to all economic ranges (except perhaps not so much to those in the highest income brackets). The same applies to age groups.

There are obviously a number of factors in regard to radius draw such as the location (city versus small town, locations within the chosen area, etc.), type and size of the facility, how the facility is operated, advertising, etc. Again, specific information isn't available, but in a city the size of yours (or even a MUCH smaller one) it's not an issue as there would be plenty of potential customers nearby. Think of how many successful groomers and vets there are in a particular area...or gas stations and convenient stores for that matter.



If I had a few minutes, I could probably find the document (website) that I got the numbers from......er...never mind, I found it. Try US Pet Ownership & Demographics Sourcebook (2002). Their calculations show that ON AVERAGE in the U.S. there are 2.67 persons per household, of which 36.1% own dog(s). I think the the number of actual dogs is more like 57.8%, or 1.6 dogs per dog-owning household.



I too am starting a dog wash in the area of North East Ohio. There are none here but there are about 35 full service groomers. The population for the zip code I'm looking at is 200,000. Using the calculations I found on this site 200,000 / 2.56 per house hold * .58 dogs per person equals about 45,000 dogs. I also looked at the county, which has a population of 380,000. Using the same math it equals about 86,000 dogs. One more thing to mention, I called the county auditor [who] said in 2003 there where 48,000 dogs licenses issued, so far (April) in 2004 45,000 have been issued. She has a dog I'm going to mail her a free pass once I open.



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