Dreamers Into Doers -- marthastewart.com

Doer of the Week: Annette Frey

In 2005, Annette Frey's dog, Lambchop, developed some health issues that seriously limited his diet. Finding pet food that fit his needs was difficult, so the New York City resident began making allergy-friendly recipes in her own kitchen.

Annette may have solved her immediate problem, but she still saw a gap in the dog-treat market. Every dog -- including those with allergies -- needs a reward once in a while, right? Seeing this void as an opportunity to create something special, Annette took to her kitchen. With Lambchop's help, she tested hundreds of recipe combinations. Finally, Annette developed a treat that not only met all of her pet's dietary needs but was delicious, too. With that, Biscuits by Lambchop was born.

Recently, Annette's treats were featured on The Daily Wag, Martha's pet blog. Here, Annette shares how a five-year journey has led to the business of her dreams.

When did you start your business?
In 2005: It was part-time in the beginning. I re-branded and re-launched the company in April of this year.

What inspired your business?
My dog, Lambchop, was my inspiration. After he developed kidney failure, his new nutritional needs became complicated, so I had to learn to cook and balance his dietary requirements. However, there were no treats on the market that I could give him. So I set out to make one myself. I removed the traditional elements of baking (gluten, dairy, eggs, etc.) and created a dog biscuit that was not only nutritious but also delicious!

What was your start up cost? How did you get the money and what did you use it for?
I funded everything myself. I printed labels locally in very small quantities, as needed. I developed the website myself and learned to write whatever html code I needed to get it going along the way. I had to pay for the recipes [which are free of most common food allergens] to be tested and registered with the NYS Department of Agriculture. All in all, the start-up cost was around $1,000.

How long did it take for your business to become profitable?
The business was supporting itself within the first year.

How did you maintain confidence when doors were closed in your face, when people didn’t get it or said “no”?
Connecting with other women entrepreneurs through Dreamers into Doers and other networks has provided valuable support, "a village" that has my back! I've gotten tons of support and valuable advice.

What's the hardest part of what you do?
Wearing all the hats of my company. Being responsible for all aspects of the business and producing the product at the same time is a balancing act. I'm still trying to figure out what roles can be hired out and how to go about doing so.

What's the most fun part of what you do?
Seeing my products make dogs happy and solving problems for their owners. Having worked in physical therapy for 15-plus years, I feel what I do now is very similar in that I still create solutions for a better quality of life -- only now for dogs instead of humans!

How have you been using social media to grow your business?
I have a great Facebook fan page. I love interacting on a personal level. I try to keep it light and fun while also educating my readers about various animal issues. I also connect with some amazing people on Twitter, including veterinarians. I have now partnered with a few of them to support events that aide animal shelters and rescues.

The Dreamers into Doers community has been inspiring and led to some wonderful relationships, especially after the event in January at the Martha Stewart headquarters. Forty of us had the privilege of coming together and making a difference for women from a local shelter. It was incredibly uplifting for us all. After sending Martha Stewart dog biscuits for her pups as a thank-you after that event, they were featured on her pet blog, The Daily Wag. It was a wonderful surprise!

Do you have entrepreneurial role models?
I am currently reading Tony Hsieh's book, Delivering Happiness. Tony is the CEO of Zappos.com. His commitment to company culture, as well as customer service, is something I aspire to.

Take a peek at some of Annette's photos

See all Doers of the Week

Keep up with Biscuits by Lambchop
Annette's profile page
Twitter: @lambybiscuits
Facebook: http://bit.ly/BBL-FB
Website: http://www.biscuitsbylambchop.com

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Comment by Annette Frey on July 27, 2010 at 11:15pm: Thank you Gretchen! Brunch was really nice Karen. Bigger reunion in 2011.

Comment by Gretchen Seefried on July 27, 2010 at 10:33am: Congrats Annette! What a wonderful business you have created. Great work my dear!

Comment by Karen Keller-Eyer on July 26, 2010 at 3:23pm: I saw the pictures from your brunch, your smiling faces brought back sweet memories of January 2010. I too can't wait to see everyone in 2011.

Comment by Annette Frey on July 25, 2010 at 6:42pm: Thank you Karen. I'm so looking forward to the 2011 DID event and seeing you and the others too. I had brunch with Monica, Dawn, Lisa and Alexis yesterday. A little mini-reunion and so fun!

Comment by Karen Keller-Eyer on July 25, 2010 at 9:38am: Congratulations on being "Doer of the Week" ! It was great to read more about your start-up story and see how hard you have worked to make your business a big success ! I totally agree how inspirational the January 2010 event was on all levels and I can't wait for the 2011 DID event.

Comment by Annette Frey on July 24, 2010 at 6:21pm: I'll check it out Ann-Margaret!

Comment by Ann-Margaret Arnold on July 23, 2010 at 12:12am: I LOVE it when I meet someone that truly "gets" what our sweet furry babies mean to us. Tucker came into our lives when we were living in Germany...met a lady on a snowy night so we could see him...and, well, the rest is such a sweet blessing! He's has been right by my side through every little detail of our lives...and, my hubby is just as crazy about him as I am! :) You'll have to stop by my blog sometime to see some of his posts. He blogs on Tuesdays ("Tuesdays with Tucker")....he's a little behind at the moment, but it is summer so I'm letting him relax a bit!

Comment by Annette Frey on July 23, 2010 at 12:05am: Aww, thank you everyone and Ann-Margaret, I so "get" Tucker being your heart and soul!

Comment by Ann-Margaret Arnold on July 22, 2010 at 11:58pm: Congratulations, Annette! My sweet Tucker (Westie) and I just love your story! He is my "heart and soul" so I can certainly relate to the love you have for your sweet "furry baby".

Many blessings for continued success!

Ann-Margaret

Comment by Romy Taormina on July 22, 2010 at 11:16pm: Congrats, Annette!

Comment by Holli Nucci on July 22, 2010 at 5:08pm: Awesome! I checked out your website...it totally ROCKS! You will do wonderful this I know! Best of luck to you.

Comment by Kristy McCarthy~The Purple Pug on July 22, 2010 at 5:06pm: Congratulations! What an amazing & interesting niche to fill. The Purple Pug is def a dog lover:) Congrats again, wishing you continued success.

Comment by Annette Frey on July 22, 2010 at 4:18pm: Thank you Debbie! I forgot I had that pawsome vet-o-monial up!

Comment by Debbie Glymph-Bennett on July 22, 2010 at 1:01pm: I'm so glad to know about your pet products! (Have a lot of dog lover friends!) and loved reading your start up story! (BTW, really love the "Woof-o-monial" & "Vet-o-monial" on your site! :)
Congrats, Annette!

Comment by Annette Frey on July 22, 2010 at 10:25am: Thank you ladies!

Comment by Terry Grahl on July 22, 2010 at 9:35am: So good and well deserved! Baske in the glory Annette!!

OX'S
T

Comment by Mary Stanczyk on July 22, 2010 at 8:00am: Congrats Annette!

Comment by Brandi at Tweedle Dee Designs on July 21, 2010 at 7:00pm: Congratulations Annette!

Comment by Kim Lampe on July 21, 2010 at 6:49pm: Awesome Annette.

Comment by Kim M. Byers on July 21, 2010 at 4:54pm: Congratulations Annette! I have a son with food allergies so I can appreciate your desire to find something that was yummy, healthy and allergy free for your pet.