In this episode, I’m bringing back one of my favorite guests, Julie Swan. She’s the founder of the Dog Breeder Society and she runs a successful business breeding German Shorthaired Pointers and Rat Terriers. But don’t tune out if you’re not a dog breeder! This conversation is full of financial tips that apply to any type of pet business. You’ll learn about the numbers you need to know in order to set your pricing, plus the one number that really doesn’t matter at all! Julie also gives us actionable steps to be more confident about our pricing. I also loved hearing Julie’s insight on pricing gaps. You know when you see someone who has a product for $5 and another for $500 with nothing in between. That’s a pricing gap and you want to avoid having that in your business. It makes customers doubtful of the value of both the cheaper item and the expensive item. If you want to hear more of my insights into how I would implement Julie’s advice from this conversation, there’s an exclusive bonus episode for Wear Wag Repeat Society members. This year I’m releasing a new bonus episode every month with real examples of how I would implement each expert podcast guests’ advice. A lot of the time I’m walking the walk with this advice in my own business, so if you’re curious and want that extra insight, get on the waitlist for Wear Wag Repeat Society. Membership opens for about a week at the start of each quarter - so the next chance to join is early April. But today, here on this episode, we still have tons of valuable and actionable advice for you. Let’s dive right into the interview with Julie Swan. If you like what you hear, remember to leave a review in your podcast app or share the episode on social media tagging me @wearwagrepeat.