August 19, 2017

Action Petz owner looking to expand

dog training
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Shelley Redding is looking to raise £100,000 from crowdfunding to take Action Petz to every town and city in the UK and overseas too.

Shelley  set up her canine day care and training venture, Action Petz, inspired by the love for her one time stolen dog Rocco.

And now she plans to take the business, with action packed indoor and outdoor facilities, to every town and city in the UK.

Ms Redding was dealt a blow in February when, following a noise abatement notice, she was forced to close her dog centre in the Tremorfa area of Cardiff.

But turning what she described as a “negative into a positive,” she has refocused her business on a franchise model, with the ambitious aim of having at least 50 Acton Petz venues operating across the UK over the next 18 months.

And in five years time her business plan projects having more than 240 Action Petz franchises, as well as looking to expand overseas.

With stimulating indoor and outdoor play facilities for dogs dropped off by their owners, many en route to work, Action Petz also provides grooming, veterinary and dog training services.

It also attract customers who just want to bond more with their dogs by using the facilities.

And to support her growth plans, Ms Redding is looking to raise £100,000 in finance through the crowdfunding Seedrs platform.

The money raised will support the roll out of Action Petz franchises.

The Seedrs funding round goes live to the public next week, but investors can register their interest in advance.

In return for the £100,000 in growth finance, Ms Redding will give up a 10% stake in her business to investors.

Action Petz already has two franchises in Newport and Bridgend, but will soon add two more in London and Llantrisant.

For taking on a Action Petz franchise, the franchisee pays an up front fee of £20,000.

And each month 8% of revenues will go also to Action Petz towards the provision of support services, while another 2% will be ring fenced for the marketing of all the franchise venues.

Ms Redding, who owns 75% of the business, said: “Over the next 18 months the plan is to have 50 franchises across the UK. And in five years time we are aiming to have at least 240 in every town and city across the UK.”

The forecast is for some of the larger franchises to be generating revenues of around £100,000 a month.

The Seedrs fundraising will support the marketing of franchise opportunities, for which Ms Redding has already received expressions of interest from 200 people.

And the entrepreneur is also exploring franchising Action Petz overseas.

She said: “I am hugely ambitious for the business and the aim is to emulate the successful franchise model of Starbucks, for which there are 3,000 globally, by becoming the market leader for dog care, not just in the UK, but overseas too.”

While she plans to exit the business in five years time, she hopes to keep some interest.

She added: “I want to invest and create other businesses, but whatever the exit, whether a trade sale or even a flotation, I would like to stay involved in Action Petz as the welfare of dogs is so important to me.”

She said that investors in the Seedrs round could expect, on exit, to secure an up to 12 times return on investment.

The idea of a safe space for pooches came after her beloved dog Rocco, now aged four, was stolen when he was a puppy during a walk in Llandaff Fields, in Cardiff.

Mr Redding said: “I was heartbroken, but whoever took Rocco couldn’t look after him properly and he turned up in a police dog pound. He has never left my side since.”

And just three months after getting Rocco back, she was was inspired to launch Action Petz – with the aiming of “giving all dogs the opportunity to play, train, socialise and have fun in a secure and welcoming environment.”

Mr Redding is also planning to create a new Action Petz centre – not franchised – on the outskirts of Cardiff at Wentloog, which overtime could provide a 40 acre outdoor dog park.

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