Raising Canine, LLC - http://www.animal-ed.com
I create remote education programs and products for professional dog trainers. Most of my business is done through the Internet, but I do have a couple of physical products - DVDs, etc.
I'm about to expand and include dog owners, but the business will remain Internet-based.
My mission statement is: Raising Canine is dedicated to providing quality, science-based education and business services to animal professionals so they are able to dedicate their time to enhancing the life-quality of the animals with which they work.
All professional animal trainers with an emphasis on dog trainers & dog owners.
The first group is a varied market, but is composed of primarily women. I would say there are two categories. The people who have been doing this for a long time tend to be older women (perhaps retired, or financially secure) who have been dog fanciers for a long time; most of them do not work full time at their business. However, there is a new group coming in which tends to be younger women coming out of college with a degree in behavior or psychology who are looking for a career in training.
This is a group that is hungry for education and is willing to spend money on education, although they don't make a lot of money. I want to focus on those who are looking for a full time career, working toward or have achieved certification, and are interested in turning this industry into a respected profession.
The owner group is huge so I've decided to define my own target market: Gen X, double income, no kids, college educated, $50K+.
I recently had a new look designed around a new name (Animal Ed). However, I've changed the focus of my business, and am going to continue to use the name Raising Canine. I would like to insert "Raising Canine" into the new look, so Raising Canine must match the look and feel of the new design. You can see the Animal-Ed site at http://www.animal-ed.com. My Raising Canine site is also up - http://www.raisingcanine.com - but was originally designed for owners, not professionals.
Here are the colors used in the design: