The Story of Rod's Pawz

The Birth of Rod's Pawz

"I call Rodney my director of inspiration," the founder says. Company Web site photos of the "director" reveal that the family's first born doesn't bear a striking resemblance to his fair-skinned owners, as he has four paws, tufts of black fur, and the profile of a Black Labrador and Rotweiller dog.

Memories of Rodney and entrepreneurial inspiration from a relative became the main ingredients in the baking of a fresh idea — the sale of homemade organic dog treats.

Upon returning from a craft fair, the founder's mother approached with a new career idea — making and selling dog biscuits. "I didn't dismiss it," the founder says. "I really mulled it over." At the time, our founder was taking a break after 10 years as a sales professional to raise two young daughters. Soon the research began - caring for the children by day and researching the business idea via the Internet by night.

Creating the Perfect Recipe

Rodney suffered from a chronic skin disorder, resulting in several vet visits to test for everything, ranging from thyroid to autoimmune conditions. It was finally determined that the beef byproducts and additives in the store-bought dog treats were causing an allergic reaction.

"I always had that in the back of my mind," the founder says. Thus, the apron came on and out came the mixing bowl, experimenting with natural ingredients, including organic garlic, rolled oats, soy flour, dried milk, and cage-free eggs.

Neighborhood noses were twitching and tails were wagging. Before long, volunteer taste testers — Bella and Addy, chocolate Labradors, and Bridgette and Oliver, Pugs -- lining up for samples outside. Spencer, an 18-month-old black Labrador, insisted on first dibs. "They could smell the treats," the founder recalls. "They instinctively know, even in the winter, when I'm baking."

Growing the Business

With the recipe dog approved, the business began expanding into synergistic products. Pigment-dyed and paw-printed cotton caps and shirts and dog-bone-shaped wicker baskets packed with triangle bandanas, Frisbees, lamb and rice rawhide toys, chew-tough tennis balls, and seasonal toys tied with festive ribbons were added to the product list.

"I started having fun, which is the mantra of my business," the founder says. Graphic designer and friend Glenn Reid of Reid Illustration & Design of Wakefield, Mass. sketched the sale items for future marketing initiatives, incorporating a paw-print logo designed by the founder's sister.

"Animals to me are fun, good, and wholesome," the founder explains. Digital photos wouldn't capture the essence of Rod's Pawz. "He nailed it the first run," the founder adds, referring to Reid. The website was developed using these illustrations.

"It's a family affair," the founder says, adding that the children enjoy helping roll out the doggie dough.

Giving Back to the Community

As a parent and long-time dog owner, the founder says dogs are much like children. On one hand, they can drive one crazy, as they prefer chomping and stomping on household items to their toys. On the other hand, they bring a smile to one's face, as they sidle up to give a parent unsolicited cuddling.

Spencer, who is fond of chewing on rhododendron bushes, is no exception. However, many owners give up easily, and the mischievous dog becomes one of thousands of unwanted or abandoned pets in the state, a problem the SPCA in Stratham is trying to combat with education programs. Rod's Pawz sells dog treats through the SPCA and also donates a portion of proceeds to the non-profit organization to help fund its initiatives.

Local elementary schools are grappling with a similar situation — they have great programs slated for children, but need a financial boost through fund-raisers to implement them. Thus, Rod's Pawz is also targeting parent-teacher-organizations as distributors.

As a home-based business, overhead costs are minimal, allowing it to offer a competitive wholesale price to the SPCA and Granite State schools. The founder says selling the homemade dogs treats and packages of mix with dog-bone shaped cookie cutters provides a new facet to traditional school bake sales and silent auctions. "I want the fund-raising efforts to be fun for the kids," the founder says.

Looking to the Future

The business anticipates some fund-raisers and retail orders totaling 100 to 500 cookies per customer, depending on the time of year. Currently, with the assistance of a new seven-rack convection oven, Rod's Pawz is fulfilling regular orders for the SPCA, Valerio's Kitchen in Stratham, and individual Web site and phone customers.

However, with expected growth from participation in trade shows, local networking, and New Hampshire Stories membership, the founder is looking to subcontract the baking function to a local bakery or resident. This cooperative effort will provide time for family and new account cultivation.