| In my article "Pets Are Big Business," I discuss the | | | | This trend toward an older pet population creates |
| trends that make pet products and services such a | | | | the need for a whole new line of pet products and |
| great opportunity for entrepreneurs: America is a | | | | services. Think of the possibilities: |
| nation of animal lovers, and pets are the new status | | | | --Heated beds to keep elderly pets warm at night. |
| symbols; a well cared-for pet is a sign of | | | | --Special furniture, ramps, and steps for pets who |
| achievement. | | | | can't climb as well as they used to. |
| Not only do we have more pets per household then | | | | --Pet food that is formulated for less-active pets and |
| ever before; additional trends in pet demographics | | | | is easier to chew. |
| create new niches for pet products and services. In | | | | --Doggy and kitty day care and home visitation for |
| particular, "senior pets" are carving out a niche of | | | | older and special-needs pets. |
| their own. Consider: | | | | --Buggies and strollers for less-mobile small pets. |
| --Pets are living longer than ever before. This is a | | | | --Skin, ear, eye, and dental care products for older |
| self-perpetuating cycle: pets receive better care; | | | | pets. |
| they live longer; older pets require specialized | | | | --Doggy sweaters and jackets to keep less-active |
| products and services. | | | | pets warm. |
| --People are more likely than they used to be to | | | | Pets are big business indeed, and older pets and |
| adopt older pets; therefore animal shelters and | | | | special-needs pets present a special area of |
| rescue organizations are more likely to keep these | | | | opportunity as they become more numerous-and |
| pets available for adoption rather than euthanize | | | | more respected-members of the pet population. |
| them. | | | | When you've decided which product or service for |
| --No-kill shelters, unheard-of a few years ago, are | | | | older pets lights your entrepreneurial fire, you'll need |
| increasingly common and are also more likely to keep | | | | to find a marketing expert who shares your passion |
| older pets for adoption (as well as pets with other | | | | for pets. You deserve success for your devotion to |
| special needs). | | | | this special niche! |