Eddie’s Dog Shop

LONDON E-Business Support Programme

Case Study: Eddie’s Dog Shop, John and Dannielle Harris

Business Overview

Eddie’s Dog Shop was founded in 2021 by husband-and-wife team John and Dannielle Harris. Initially, the business sold dog treats from a gazebo in a park. As demand grew, they moved into a dedicated retail space in Beckenham Place Park, the largest park in the London Borough of Lewisham. Today, Eddie’s Dog Shop offers a wide range of canine products and accessories and has expanded its services to include a grooming parlour on the upper floor of its premises. The business currently employs four staff members and brings in additional support when needed.

Challenges

Before joining the LONDON E-Business Support Programme with South East Enterprise, John and Dannielle faced several challenges which were limiting their business growth. They struggled with establishing a strong social media presence, which was particularly important in promoting their newly launched grooming parlour. Additionally, they recognised the need for a more robust point-of-sale (POS) system to streamline operations and improve efficiency.

With guidance from E-Business Adviser, Clive Jelf, Eddie’s Dog Shop received tailored support to address these challenges. Clive worked with John and Dannielle to develop a structured social media plan aimed at increasing visibility and attracting customers to the grooming parlour. They explored content planning tools, developed engaging content ideas, and established a regular posting schedule to ensure their messaging remained relevant and effective.

In addition to enhancing their digital presence, the business also focused on operational improvements. Discussions centred around the implementation of a robust customer relationship management (CRM) system to improve customer management and overall business efficiency. These efforts have contributed to the successful launch and growth of the grooming parlour. As a direct result, Eddie’s Dog Shop has been able to employ a dedicated Grooming Parlour Manager and is in the process of introducing an online booking system to enhance customer convenience. John said: 

“The support we have received from South East Enterprise has been invaluable. We have grown as a company with them and as a direct result of the support and guidance Clive has given.”

Future Plans and Goals

Eddie’s Dog Shop has ambitious plans for the future.  In the short and medium term, John and Dannielle aim to continue growing the business by implementing a robust POS system and exploring opportunities to open another unit in a different park. Ensuring a sustainable work-life balance is also a key goal, allowing them to maintain a successful business while gaining more free time.

Looking further ahead, the long-term vision is to position the business in a strong, sellable position. By strengthening its operations and market presence, John and Dannielle hope to create a business that is not only profitable but also attractive to potential buyers. Their website and social media channels continue to play a vital role in their growth strategy, helping to engage customers and promote seasonal offers effectively.

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