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This MasterClass is all about building your brand. Once you know who your Ideal Puppy Buyer is, you can build your brand around them. Not only will this feel authentic and comfortable to your Ideal Puppy Buyer, but it will attract them to your breeding program.

In this MasterClass we discuss logos, fonts, colors, slogans and taglines, and much more. When you’re done you’ll be able to build a brand that speaks directly to your Ideal Puppy Buyers, making it difficult for them to buy a dog from anyone else but you!

Part of selling yourself as a breeder, beyond the quality of your dogs, is selling your knowledge and support. When buyers feel supported, they are better able to provide for, and take care of their dog. When that happens, the relationship between the dog and the buyer improves and a beautiful bond is formed. The buyer will think the dog is just amazing—and while the dog is amazing—a big part of that success story is that you, the breeder, set the situation up for success.

How can we give our buyers that advantage on a consistent level without exhausting ourselves? The answer is customer relationship management software which allows you set up a system that delivers consistent attention to all your buyers. And our favorite option is HoneyBook!

This MasterClass will help you make the most of HoneyBook to manage and organize several different aspects of your dog breeding business.  It will help you pull all of your buyer communication into one place.  From initial inquiry to bringing a puppy home, and everything in between, you can organize it in HoneyBook.

Plus, HoneyBook makes it easy to present everything in a polished and cohesive manner allowing you to provide your buyers with a professional experience from start to finish.  And best of all – it will save you a ton of time!

This MasterClass focuses on creating, optimizing, and maintaining your Google Local Business Listing. This is a powerful – and free – tool that can help you get more leads, growing your waitlist and sell more dogs.

Your Google Local Business Listing can help more of your Ideal Puppy Buyers discover you. It can help you build social proof with reviews anyone can see from happy past buyers. It allows you to control your online business information, and creates a platform where you can easily provide information and answers to frequently asked questions.

Understanding your ideal puppy buyer is by far the most important thing in giving your breeding program direction.

This MasterClass discusses ideal puppy buyers, how to find them if you aren’t sure who they are, and some things you’ll need to be careful of with them.

Who your ideal puppy buyer is will give you the answer to nearly all of your breeding questions, everything from which dogs to breed, which dogs to remove from your program, the branding design for your business, and how to do your marketing on social media, your website, and even how to talk to your buyers and the stories you use.

The end of this MasterClass will teach you how to cultivate the 20 different stories you will use to sell your puppies to your ideal puppy buyer and avoid buyers who will struggle with your dogs.

You know what’s annoying? Buyers who keep calling you, asking you to solve all their problems. I’ve found one of the simplest ways to mitigate this is through a puppy guide.

A puppy guide not only gives you something to reference to help your buyers, but many will read through it on their own and not need to call you. Further, besides looking professional, a puppy guide can help shift the perspective of the owners to a perspective more accommodating of dog ownership. This effectively removes tension between the owner and puppy, shifting responsibility to the owner in a healthy way, and away from you.

This MasterClass is all about designing your puppy guide using the 5 Pillars of Successful Dog Ownership. I hope you enjoy and I can’t wait to see what you come up with!

Email marketing is a direct line to your customers – past, present, and future. ConvertKit is a powerful tool which will allow you to target specific subsets of your list with the content that is most pertinent to them, and send those emails with ease.

In this MasterClass, you’ll be guided through the process of using ConvertKit from signing up to sending your first email and everything in between. PLUS, it’s designed just for dog breeders. This isn’t a general overview of how to use ConvertKit, we’re diving into specifics about how you can use the program for your breeding business.

This MasterClass is a case study on a happening in my kennel. I had planned a litter, one I was super excited about and had been waiting on for over a year and a half. When the litter happened, it was hardly what was expected. I had some defective puppies, more buyers than puppies, and a lot of figuring out to do, including what to do about the breeding dogs and defective puppies. This case study explains the thinking behind the entire event, how I went about it, and how it worked out. I guide you through the way I approached each step in this situation so you’re prepared with all the tools you need if a similar situation arises in your breeding program.

In this MasterClass, Alex Peacock, a Dog Anxiety Specialist, joins Julie to do a deep dive into anxiety in dogs. They cover what anxiety in dogs looks like, what causes it, what we can do as breeders to address the problem, and how we can help buyers who are dealing with a dog who is experiencing anxiety.

Understanding anxiety in dogs can help you set your breeding program apart – not only in the selections you make in breeding pairs to help reduce puppies prone to anxiety, but also in the support you can provide buyers in helping them avoid and address anxiety in their dogs.

How many dogs do you need to run a full-time breeding program? How many studs? How many litters per year? There are so many questions to answer, but I have a great equation you get to play with, it has slider bars so you can run multiple scenarios. Once we know how big our program needs to be, we can make breeding decisions, figure out what facilities we need, how to transition to those facilities, and get an idea of when it can be a full-time thing. 

Inside this MasterClass we will discuss the size of your program, based on how many dogs you need to be full time (or earn a certain amount of money, which can also be your break-even point).

Once we determine the size of our program we can figure out how we want to plan our generations, how to design our facilities, and how many breeding dogs we need to purchase.