Interested in starting your own entrepreneurial journey in pet training but unsure what to expect? Then read up on our interview with Michael Accetta, Owner and Head Trainer of Matador Canine Brilliance LLC, located in Seaford, NY, USA.
What's your business, and who are your customers?
I run a professional dog training business that coaches dog owners and trainers from around the world to end their dog's problem behaviors, strengthen their relationships, and prepare them for new adventures in dog sports, exercise, and competitions. I have trained over 12,000 dogs and their owners through personal training, virtual training, and online courses designed to identify the owner's training style and needs and accurately equip them with the tools necessary to succeed. I work with first-dog owners, whether a new rescue, puppy, senior dog, or veteran competitor looking for a new method or approach to mastering their craft.
Tell us about yourself
I had always wanted to be an entrepreneur, even from a very early age. Studying the great minds of this century and before, I knew that I would be able to accomplish great things as long as I put in the work and stayed with it. At the young age of sixteen, I first attempted to start an e-commerce business, but my lack of knowledge and dedication at the time led me to leave it behind in pursuit of higher education. No other study intrigued me as much as Animal Science in respect of canine behavior and theory. After quickly earning my Bachelor of Technology Degree in Animal Science with a concentration in Canine Techniques and Management in just 3 years, I knew my next step would be to open my own business.
In 2019, I discovered I would become a father at 21. I yet again shifted my focus away from my company and onto a more secure income training dogs for someone else at a facility. My son was not even a year old when that facility had to shut down temporarily due to COVID-19. I took this as my opportunity to dive head first into developing my company and getting it off the ground before I would have to give it up forever and return to a job that robbed me of my family, time, and dreams.
Now, almost three years later, my business is thriving and growing at a rapid pace. Not only have I released my first book, The Dog Training Cheat Codes, but I also have a thriving podcast, Acknowledge Dogs. Every day I wake up thankful that I took the opportunity to start my company when I did. Had I hesitated or waited to see how things would turn out, my family and goals would have suffered the most. The biggest motivator that drives me to push forward is knowing that the value and services I provide give dog owners and their companion's freedom to live the life that they want. The life that I enjoy personally with my two dogs. Everybody can have a well-behaved dog if they do the work and have the right information to do it successfully. My goal is to provide dog owners with the information, resources, and support they need to fulfill their dreams with their companions without frustration and limitations.
What's your biggest accomplishment as a business owner?
Despite the shutdowns, limitations on travel, and the ability to go out into the world to promote my business, I was able to still reach out into the marketplace and provide value to my customers. I started Matador Canine Brilliance LLC at the height of the COVID-19 pandemic. I was worried that I would be unable to get the word out fast enough to stay in business. I had to work relentlessly, often only sleeping a few hours while working a second job at night, watching my son during the day, and working on my business whenever I could. No amount of coffee in the world could have kept me awake to work, but my motivation and dreams did. I was able to work through all of the obstacles and am still standing today.
What's one of the hardest things that comes with being a business owner?
When I first started, I signed up to be the face of my business 24/7. I was the founder, sales representative, marketing department, customer service, product creator, and authority on everything my company did. Wearing all those hats takes time and dedication that one person can not do in a 40-hour work week. As I started to learn how to automate parts of my business, it freed me to focus on the other things that needed to be done in order to scale. However, this does not mean I was working any less. For anyone looking to get into a business, there are no days off and no one to come in and cover for you. I remember doing virtual training sessions with a 101 fever because I didn't want my customers to suffer. Staying too small for too long will be the end of my company. Every day I am looking at how I can automate and scale what I do to provide better service and more value to my customers, which will ensure the longevity of my success.
What are the top tips you'd give to anyone looking to start, run and grow a business today?
Tip 1 - Know why businesses fail.
It's important to know exactly why a business in your particular niche should fail. My understanding of why many businesses fail is that they do not sell enough products fast enough and at a price high enough to stay in business. Starting my business with that thought process led me to first target high-ticket packages to get the most value and give me enough overhead to start offering more affordable options. In your particular niche, there might be a more specific reason why that business model would fail. Understanding why they fail will help you prevent it by setting realistic goals and strategies that actually contribute to your long-term success.
Tip 2 - Staying too small will kill you.
Trying to do everything yourself is why many entrepreneurs burn out or stop providing top-tier services or products. You can only do something for so long, and if you have a light at the end of the tunnel, you are much more motivated to keep pushing forward. Set a target for yourself on when you will start to hire more individuals to take a load off of your shoulders so that you can put your focus and attention on the other things that need it. Having more people in your organization will lead to more complications, headaches, and stress but will be heavily outweighed by the advantages and benefits of it.
Tip 3 - Speed is King.
As newspapers will tell you, being the first out with the big story is better than being second out with the big story. The faster you can take a concept or idea and bring it to the marketplace, the better your chance of validating it's a good idea and profiting from it. When I first started my online dog training programs, I looked to the marketplace to see if it was something people wanted and or needed. There were only two other companies who had started the process, and within a year of me starting my company, almost every trainer had their own version of online programs. Since I was one of the first individuals to put my programs in the marketplace, I benefited greatly from the spike in interest. Although my programs would need updates, advancements, and further development, I can provide that after I've moved into the marketplace. This is what big companies know and do insanely well. They push their products into the marketplace first and then provide software updates and additional services to fix old products.
Where can people find you and your business?
Website: https://www.matadork9.com/
Facebook: https://www.facebook.com/MatadorCanineBrilliance/
Instagram: https://www.instagram.com/michaeljaccetta/
Twitter: https://twitter.com/matadorcanine
LinkedIn: https://www.linkedin.com/in/michael-j-accetta-5792b2153/
If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.
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