See you next time…

The 2020 Dog Behaviour BUSINESS Conference is a powerful and interactive virtual two-day global online conference for pet professionals to be held on October 3-4, 2020.

Pet professionals encounter the usual obstacles shared by all small business owners and sole proprietors, but there are some situations unique to the pet industry – especially during this era of the pandemic – that pose specific challenges which can sometimes be difficult to navigate.

Featuring an all-star lineup of powerhouse speakers whose aim is focused squarely on the business and human psychological needs of ‘Petpreneur’ animal professionals, the Dog Behaviour BUSINESS Conference is a special one-time online event which benefits from the expertise and reputation of the Victoria Stilwell Academy for Dog Training & Behavior as well as the tradition of the acclaimed Dog Behaviour Conference series.


The conference is open to all and is designed to assist dog and cat trainers, dog walkers, dog daycare owners, dog groomers, and rescue/shelter workers interested in optimizing work/life balance, efficiency, reach and messaging while preserving – and even increasing – precious capital, cash flow and business wellness during both booms and lean times.

This conference was specifically created to provide pet industry professionals with the knowledge, skills and confidence required to tackle the human end of the leash and run a more successful, organically rewarding and profitable pet business.

$99 Registration (Includes Lifetime Access)

(approx £75)


  • Revenue Recipe: The Key Financial Ingredients for Profiting During Downturns  (Jane Harrell)

  • Brand Messaging: How to Choose the Words that Work  (J. Nichole Smith)
  • What’s Your Point? How the Way You Make Your Case May Be Turning Off Customers  (Dr. Paula Bloom & Victoria Stilwell)
  • The Psychology of Color: Is It Helping or Hurting Your Business?  (J. Nichole Smith)
  • Social Media Marketing: Stop the Time-Suck and Generate Sales  (Jane Harrell)
  • The Happiness Formula: How Your Emotional Health Affects the Wellness of Your Business  (Dr. Paula Bloom)

Click here to see full conference presentation descriptions and speaker bios


Too often, pet professionals who have entered the industry solely due to their love of pets find themselves overwhelmed by and scared of marketing, branding and business management. They commonly suffer from compassion fatigue, psychological exhaustion and a fear of the ‘customer’ side of the proposition, making it more difficult to reach those most in need and for whom the business owner opened their doors in the first place.

Join renowned dog behavior expert and CEO Victoria Stilwell, branding and design expert J. Nichole Smith, clinical psychologist Dr. Paula Bloom, advertising and marketing expert Jane Harrell and others for this powerful two-day online event designed to provide enlightenment, accessibility, and inspiration to keep (or get) your pet business on a rewarding path towards more profitability and balance as well as personal and professional enrichment.


All presentations will be delivered 100% live and will feature interactive engagement with the live audience. Many segments will include live workshops where attendees follow along and create assets and work under the guidance and direction of the presenter. The conference is open to attendees around the world and the format encourages connection, networking and engagement with fellow professionals and presenters in a supportive and open environment.


  • The registration fee for the entire conference is $99 (approx £75) and covers both days – single-day purchase is not available.
  • Each attendee must register for the conference individually – there are no group registrations.
  • Each registration locks conference online access only to the email address provided during registration.
  • The conference will run from 10am-4pm Eastern Time (US) time each day (3pm-9pm UK time).
  • All presentations will be recorded and registrants will have lifetime access to the recordings.
  • PDF resources, additional information, general communications and special promotions will be sent only to the email address used during conference registration.

Seats are limited, so don’t delay in registering for the online conference now to ensure you have a spot at this special one-time event!


Revenue Recipe: The Key Financial Ingredients for Profiting During Downturns

Jane Harrell

We all know profitability and revenue are important to our business, but do you know how to shape your revenue streams to build resiliency into your business, attract more pet parents and meet their needs more effectively? Yes, all of this is possible.

Join award-winning marketing and pet-business strategist, Jane Harrell, in this interactive strategy session all about the financial lessons she’s seen carry hundreds of pet businesses through even the most challenging times. Find out what the most common holes in revenue streams are for Petpreneurs and uncover the gaps in your training business revenue. Jane will lead you through shifting these from blockers into inspiration for new offerings that attract and keep clients with more ease.

Learn how to shape your revenue, services and client messaging to be self-reinforcing. Instead of struggling and apologizing for market shifts (like the sudden need for virtual consultations), Jane will help you focus your energies on growing the three core areas of revenue, tailoring those to what you clients truly need and getting you off the financial rollercoaster.

Join us and get started on the path to rethink your revenue and not only survive, but thrive, in any market.

  • Learn the three essential revenue ingredients that allow pet businesses to stabilize and scale
  • Identify and measure the missing elements that put your business at risk during a downturn
  • Incorporate the pet owner perspective to reveal business opportunities
  • Cultivate clear, tactical steps your business can take to thrive in every environment

Brand Messaging: How to Choose the Words that Work

J. Nichole Smith

How often have you sat down to create something for your business and wondered, ‘What should I say?’ One of the most common marketing problems is that we say too much (or we end up not really saying anything at all), which can make it nearly impossible for your business to grow.

During this interactive live workshop with renowned branding expert and VSA faculty member J. Nichole Smith, discover the tricks to developing the type of powerful language that your business needs. Go from confused and overwhelmed to super-excited and confident, making it easier to talk to your audience about what you do, how you do it, who you do it for, and (most importantly) why what you do matters.

Learn how to reveal the root of words that truly work for your business and unlock the #1 secret to your overall marketing strategy: understanding the way you make your clients feel.

Words matter, and they are everywhere within your business: your website homepage, your Instagram bio, Facebook ads, your introductions at networking meetings, marketing brochures and business cards. Use this unique opportunity to explore how to make sure your messaging and the words you’re using are attracting (instead of repelling) your ideal client.

  • Discover how to use less words but have more impact
  • Develop a powerhouse brand statement
  • Explore the impact of your business’ words on how your customers feel
  • Learn what words attract (or repel) your target audience

What’s Your Point? How the Way You Make Your Case May Be Turning Off Customers

Dr. Paula Bloom & Victoria Stilwell

Ever feel like it’s hard to help clients make a positive change without devaluing their particular pet-owning experience and point of view?

Be a part of the discussion! Victoria Stilwell is joined by clinical psychologist Dr. Paula Bloom to explore the most effective ways of presenting your case to clients. By breaking down possible approaches to the most common yet occasionally prickly conversations pet professionals have with current and prospective clients, you’ll learn how best to deliver your message and encourage client cooperation and enthusiasm while minimizing friction and maintaining mutual respect and civility.

Real-world scenarios will be broken down in real time as Dr. Bloom and Victoria work through how to stay professional and composed with even the most challenging clients without compromising your ethics or minimizing your authority as an expert.

  • Develop skills for pivoting difficult conversations towards more fruitful outcomes
  • Learn the most effective ways to argue your case without appearing confrontational
  • Uncover strategies for maintaining your composure despite noncompliance or disaffection

The Psychology of Color: Is It Helping or Hurting Your Business?

J. Nichole Smith

Did you know that 85-90% of your purchasing decisions are based on color alone?

Join branding and design expert J. Nichole Smith for this uber-interactive live workshop where you’ll explore not just the concept of applied color psychology, but also the psychological impact of specific tints and shades, how they work together (or against) each other, and which colorways attract or repel your target audience – and why.

With Nichole as your guide, explore dozens of examples of color pallets in real time and see the types of color harmonies that work (and don’t work) for different brands, PLUS discover the subtle tweaks that turn these color stories from detractors into attractors. Harness the power of color harmony and learn how to identify which ‘color season’ your brand should be using.

Find out how to identify a common but debilitating marketing issue: if your colors are working against your words, you’re telling opposite stories to your customer and subconsciously driving them away.

  • Discover the connection between your colors and copy writing
  • Learn why consistency between words and colors is so important
  • Develop the tools to correctly choose the right photos/images for your business
  • Find out how color impacts us as consumers
  • Explore how to use color to maximize the growth, attractiveness and sustainability of your business

Social Media Marketing: Stop the Time-Suck and Generate Sales

Jane Harrell

You have social media channels and you’re updating them regularly, but are they really achieving what you need? For most dog trainers, they are not. But you’re not alone if you’re in this bucket. A vast majority of petpreneurs only use social media channels for their business for two reasons:

  1. It makes them feel like they’re doing something to market their business
  2. They think they “should” be

Ironically, COVID means it’s rarely been easier to reach and drive sales via social media channels – with the right tools to do so.

Join renowned social media and content-marketing strategist, Jane Harrell, and find out her proven 5-step system to shift your social media from burning valuable resources to driving real revenue. Workshop your own social channels to identify where your resources are getting stuck and how to do less while providing more value to pet parents and revenue for your business.

Stop the madness and start helping your clients and your business more effectively.

  • Discover how COVID has re-shaped the social media and consumer landscape
  • Take a hard and honest look at what your social media is, and what needs to stop
  • Uncover the triggers that will not only bring in revenue, but provide more value for prospective clients
  • Define the “magic” mix that drives action and sales from your social media channels
  • Develop clear ideas of what to post on social media
  • Find out when and why to drive more value for your online audience

The Happiness Formula: How Your Emotional Health Affects the Wellness of Your Business

Dr. Paula Bloom

It’s not fru-fru. Our personal mental and emotional state as business owners plays an outsized role in every aspect of our lives, including the financial health and stability of our business.

Be a part of renowned clinical psychologist (and VSA faculty member) Dr. Paula Bloom’s powerful exploration of how to measure, adjust and optimize your personal happiness so that you can allow your business to survive (and even flourish) during difficult times. Both personal and professional pain points abound in this era of the pandemic, so it’s more important than ever to invest in your own well-being so that you can help yourself, your friends, your co-workers and/or employees.

During this live 90-minute interactive session, Dr. Bloom will work though the three key needs that people have which comprise the happiness formula: people, purpose and pleasure. Exploring approaches and methods based on data and the latest research, attendees will learn tips and tricks for optimizing the health of both themselves and their businesses.

  • Learn how contagious your personal health can be to your business
  • Identify how to measure and adjust your happiness level to benefit your bottom line
  • Get inspired to self-check the emotional health of you and those around you
  • Develop skills to access and channel your full energy
  • Explore the power of total human wellness and its effect on your career


Victoria Stilwell

Victoria Stilwell is a world-renowned dog trainer best known as the star of the international hit TV series It’s Me or the Dog (Animal Planet US) as well as Greatest American Dog on CBS, Dogs Might Fly on Sky TV, Dogs with Extraordinary Jobs for the Smithsonian Channel, Help My Dog is Out of Control for the BBC One Show, and various featured web series including Arson Dogs, Guardians of the Night and Unsung Heroes. Having filmed over 110 episodes of It’s Me or the Dog since 2005, Stilwell is able to reach audiences in over 120 countries with her philosophy of positive training methods.  A best-selling author of 5 books including her latest, The Ultimate Guide to Raising A Puppy, Stilwell appears frequently in the media and is widely recognized as a leader in the field of animal behavior.

A passionate advocate for positive dog training methods, Stilwell is the Editor-in-Chief of, president and founder of the Victoria Stilwell Academy for Dog Training & Behavior, and the CEO of Victoria Stilwell Positively Dog Training – the world’s premier global network of positive dog trainers.

The recipient of multiple awards, Stilwell is committed to helping the cause of animal rescue and rehabilitation and is heavily involved with organizations around the world to increase awareness of puppy mills, dogfighting, animal abuse, pet overpopulation, dog bite prevention and other animal-related causes, but she is best known as a champion for humane positive reinforcement dog training methods.  She is an Ambassador for the RSPCA, International Ambassador for the Soi Dog Foundation and serves on the Advisory Boards of RedRover, The Georgia Pet Coalition, The Grey Muzzle Foundation, DogTV, Dognition, W-Underdogs and Canine Assistants.

J. Nichole Smith 

J.Nichole Smith is a niche brand consultant and author, who specializes in helping petpreneurs find their ‘big why’ and communicate it – creating freedom and fulfillment (instead of burnout and overwhelm) by building a profitable & sustainable niche brand (instead of just businesses).

She launched her creative studio for pet businesses in 2005, and has spent the last decade plus crafting creative strategies, images and campaigns for pet brands big and small, including Purina, Victoria Stilwell and The Company of Animals.  She believes we all deserve to spend our one wild and precious life doing what LIGHTS US UP. Join her on Instagram @jnicholesmith & @workingwithdog.

Dr. Paula Bloom

Dr. Paula Bloom is a practicing clinical psychologist, author, TEDx speaker, VSA faculty member and frequent on-air CNN contributor. She is called on by the media to offer perspective on a wide range of events and topics including national tragedies, international events and mental health topics such as happiness, resilience and relationships.

Paula is the co-author of “Why Does he Do That? Why Does She Do That?” and has contributed blogs to PBS’s This Emotional Life and The Huffington Post and has been featured in Men’s Health, Glamour, Cosmopolitan, Woman’s Day and Paula is a proud pet parent of a 5-lb Chihuahua-terrier mix and a 35-lb boxer puppy.

Jane Harrell

Jane’s been rocking it out in the pet industry for 18+ years, leading content strategy and marketing as former Editor-in-Chief of IDEXX’s Pet Health Network, Head of Consumer Communication for IDEXX, head of the consumer side of, and with many other leading pet brands like Animal Planet and Petco. She’s a regular industry speaker and has had work featured in AAHA Trends, DVM360,, SheKnows, Pets+ Magazine, The Humane Society of the United States and more.

As President of ’cause Digital Marketing, co-owner of Social Media for Animals and co-owner of Working with Dog, Jane’s happy place is helping pet and socially focused businesses profit and change the world – at the same time.

When not traveling and speaking, Jane lives in Maine with her loving partner, large brood of adopted pets and occasional foster child. In her “off” time, Jane enjoys gardening and doing volunteer wildlife transport for two local rehabs.

 Dog Behaviour BUSINESS Conference Key Facts

  • Conference is held only online – there is no in-person version of the event.
  • Registration grants access to all conference presentations on both days of the event.
  • Single-day registrations are not available.
  • Lifetime access will be available to re-watch all presentations via recording.
  • Group registrations not available – must be purchased separately.
  • The registration fee will be charged to your Paypal or credit/debit card account as ‘Victoria Stilwell Academy’ or ‘VS Academy’.
  • Attendees will receive a digital certificate of attendance after the event.

Frequently Asked Questions:

Q:  Can I attend just one of the two DBC days?
Due to space and registration limitations, attendees are not able to register for only one day of the conference. All registrations are for the full, two-day conference.

Q:  What time does the conference begin and end each day?
The first presentations each day will begin at approximately 10am ET time (3pm UK time), while the final presentation each day will end by 4pm ET time (9pm UK time). All presentations will be recorded to access after the event.

Q:  Will I get CEU’s?
Yes. Attendees are eligible for 5 CEU credits with IAABC.

Q:  Are there discounts for group or rescue organizations?
Costs for the conference are already underwritten and further discounts are unfortunately not available.

Q:  What is the refund policy?
Refunds are available up to 10 days before the event, after which refunds will only be granted upon request if there is a waitlist for the conference.

Q:  Is VAT included in the ticket price?
No VAT is collected on the ticket purchases, as the organizing entity is a US company with no VAT exposure. Therefore, VAT receipts are not available for attendees. Your PayPal registration confirmation is the only receipt available.

Q:  My registration was bought for me by someone else. Does my name and email need to be on the registration?
Yes. Each ticket must be purchased separately and results in a unique access code to the conference, so each person attending must register individually. Note that the email provided during registration will be the only email to receive login instructions and conference access, so be sure to use the name and email address of the person who will be attending the conference.

Q: What if I need to leave a presentation partway through it?
No problem. You can leave and rejoin the conference as many times as you like, and all presentations will be recorded (audio and video) so that you can catch up on what you missed later.

Q: Will I get a certificate for this?
Yes. All attendees will be emailed a digital certificate of completion after the event.

Dog Behaviour BUSINESS Conference