(that's OVER 12 Dog Years!!)
The PetsPhD Team-
Real Experience, Real People, Real Results!
PetsPhD Team Services
- Product Development
- Packaging
- Category positioning
- Costing, retail pricing
- Manufacturing Support
- USA versus import
- Direct ship versus distributors
- Sales
- How to reach buyers
- Sales Techniques
- Retail
- Store layout
- Product positioning
- Retail and margin expectations
- Promotional and support needs
- Corporate Culture
- Department integration, synergies and communications
- Start Up Companies
- Where to start
- How big is the opportunity?
- Investment Opportunities
- Private equity, venture capital
- Pet industry guidance, research
Real Experience, Real People, Real Results
Who is PetsPhD?
We are a group of Experienced Pet Industry Veterans offering our advice and guidance.
About PetsPhD
No fooling! We each have at least 25 years in the all areas of the Pet Industry, that’s over 75 years of experience in the pet industry. Experience is the best teacher and we have plenty of it to help you
What is our Goal?
Your success, growth and profit is our goal! We will provide you with our expertise that will help you build your business without making the tactical or strategic errors that are so costly to your business. We use the common sense (Well, maybe not so common) experience that we have learned over the years in the Pet Industry to make you more successful. Honestly we have the bruises and scars that show we know what works and what doesn’t, and we can do it all without breaking your bank accounts!
Real Experience, Real People, Real Results
Some Consultants Brag
We deliver! While other consultants brag about their business skill levels in jargon that no one understands, we have done it. And we have done it in the Pet Industry, and only the Pet Industry.
We are Pet Industry Specialists
Our team has the experience and the know how. We have worked together on many different projects for many years. Every member of our team has strong specialties. No one specialty dominates success. It takes a well rounded effort to build a complete company: culture, sales growth and most of all, a strong bottom line.
Success - Growth - Profit
All departments in a company must be on the same page to build a success story. If you have reached a point where you value outside input, involvement or just confirmation of what you are doing, we are your team to talk to. Mentoring companies and their employees to achieve your objective is our specialty.
Real Experience, Real People, Real Results!
Put our experience to work for you. Mentoring your Pet Industry Company and your employees to achieve your objective is our specialty. If you want Real People, Real Experience and Real Results, we are THE team to talk to. Give us a call today to discuss your hopes, your dreams and your goals.
PetsPhD References
From: Marcella Romaya- Owner of San York LLC (Nuzzle bed) 2022
It was through the Super Zoo Pet Show 2021 that I had the privilege to meet Mr. Jim Dougherty, who introduced me to Pets PhD. There I had the most fortunate opportunity to meet my mentor Mr. Ray Hedlund, whom has been one of the greatest assets in my up-and-coming pet bed launch. When contracting a manufacturer, his clever direction made my difficult search effortless. In addition, Mr. Hedlund guided me on how to create a Unified Pricing Schedule for all Customer Classifications. He kept me motivated and on track towards my goals. Most importantly, his expertise has prevented me from making costly mistakes. His stellar reputation and achievements in the pet industry are inspiring and prestigious; with Mr. Ray you will have access to a wealth of knowledge! I am continuing to follow my dream under Mr. Hedlund’s mentorship. You will be greatly satisfied with his professionalism, his honesty, and witty since of humor. I am indebted for the time and effort he is putting into my business. You will not regret having Mr. Ray Hedlund as your mentor!
From: Gail Beregovich. Owner Jax & Cali Pet Products 2022
This past year at Global pet Expo I approached Anne Ferrante of the APPA looking for help with our pet business. Specifically, how we were costing out and pricing our products and in finding distribution channels and business to sell our products.
Anne referred me to Greg Forquer a Managing Partner of PetsPhD. Shortly after my partner and I had a zoom call with Greg and another partners. To say that these men are knowledgeable is an huge understatement!! Their entire careers have been in the Pet industry. They not only talk the talk but have waked the walk!
Looking for insight and real knowledge? You have come to the right group. Greg is a master of numbers and spreadsheets. The profitability worksheets and educational information he has given me is priceless. Configurations for every platform with movable parts. They have the contacts and support arms to help your business. I highly recommend Pets PhD for all that want insight and guidance in the Pet industry.
Do yourself a huge favor and speak to this group as you are planning your business, they can save you lots pf unforeseeable challenges! Either way before or after you can not find a better group
from: Pamela Dressler, Managing Director of Meyenberg and Cypress Grove 2020-2022
In late 2020 we reached out to PetsPhD for pet industry guidance on a brand that we were considering bringing to market. The brand was Tailspring and initially it was kitten and puppy milk replacers and with plans to launch additional items in years to come. Jeffrey and Greg were invaluable in their knowledge of the industry and helped us formulate a strategy to bring Tailspring to market in early 2021.
Their knowledge of the industry and connections allowed us to immediately launch our brand in one of the largest distributors in the pet industry as well as several large regional distributors. We met with immediate success and have been able to place the Tailspring brand in almost 2,500 retail doors in the last eighteen months, an amazing accomplishment. Not only have we been accepted in many independent and smaller chains through distribution but also in several larger pet retail chains like Mud Buy, Pet Food Express and Pet Supplies Plus.
Since our launch of the initial products in 2021, we have since developed and launched, with the guidance and expertise of PetsPhD, cat and dog meal toppers and dog functional chews. With the help and industry knowledge that they bring at PetsPhD, we have had a successful launch into the pet industry with the Tailspring brand of goat milk-based products. We could not have accomplished all that we have without their help and being a part of our great team.
As a bonus, Jeffrey and Greg are a delight to work with—their enthusiasm for the pet food space is infectious. Moreover, they embody the traits one seeks in co-workers: trust-worthy, hard-working, reliable, loyal, creative and pleasant. A full-throated endorsement from me.
PetsPhD References
From: Jim Chomas, former President of GCH, Inc. 2020
The team at PetsPhD was instrumental in guiding our decision to pursue the opportunity in the pet CD space. They first conducted an depth study and were able to identify the current players in the space, available products and formulations, current market retails and white space opportunities. Understanding the market competition, PetsPhD recommended products to enter the market with and what our costs and retails would need to be to compete, while reaching our profit goals. They were also able to identify manufacturing partners and advise on regulatory considerations, packaging visuals, messaging as well as marketing and training materials. We also worked together on a go to market strategy and three year sales plan.
While for strategic reasons, we had to pull back and delay our launch in the specialty pet market, we highly value the contribution PetsPhD made to our organization. They have a wealth of knowledge about the pet industry and we appreciate their ability to work with our team on creating a total package to take us to market.
from: Robert Dippold Director of Sales for Therabis 2019
The members of PetsPhd have had a lot to do with the elevated position that the pet industry enjoys today. Collectively, they have founded and sold major pet product brands, built some of the largest pet retailer chains in North America, and have sold pet products in multiple channels. PetsPhd knowledge of the pet market is unrivaled.
I am grateful that these talented people with extremely successful careers have come together to form PetsPhd and help other companies to be successful in the pet industry. The PetsPhd team was able to evaluate our product offering, channel strategy and marketing plan and offer very relevant, actionable improvements in short order.
Whether a company needs help with evaluating an opportunity, creating a staff training program, building a business plan or perhaps the addition of a talented board member, PetsPhd will bring tremendous value.
from: Brandon Berquist- Product Developer 2019
If you don't know it, Greg and the Pets Phd team are seasoned pros and veterans of the pet industry, they are "The Real Deal"
from: Kenneth Smith- National Act Mgr.- Phillips Pet Food & Supplies 2019
I agree with Brandon, these guys are seasoned professionals with a great deal of knowledge.
from: Samuel Wright- Founder TugNBrush 2018
Greg and his team members from (PetsPhd) are very professional and will take the time to evaluate your product or services and then give you honest answers to your business questions. This company is solid and has been fantastic with helping my business head in the right direction!
About Us
Greg Forquer and Brandi & Gracie
Greg Forquer and Brandi & Gracie
Greg Forquer and Brandi & Gracie
Former Senior Vice President of Merchandising- Experience- Petsmart, Petco & Petsense for 30+ years.
All aspects of retail operation: buying, merchandising, product development, marketing, budgeting, sales planning, financial modeling and I am a fantastic Analysis Guru!
My experience before the pet industry was in a major grocery chain.
Former Senior Vice President of Merchandising- Experience- Petsmart, Petco & Petsense for 30+ years.
All aspects of retail operation: buying, merchandising, product development, marketing, budgeting, sales planning, financial modeling and I am a fantastic Analysis Guru!
My experience before the pet industry was in a major grocery chain. I learned my retail and merchandising skills in a fast paced industry that has little forgiveness for errors in decision making.
I know that the team and I can help you understand how to bring your products to market, how best to sell and promote your brand, and, we will always tell you the truth!!
Ray Hedlund and Smooch
Greg Forquer and Brandi & Gracie
Greg Forquer and Brandi & Gracie
As a former Pet Industry Business Owner and Sales Expert I have decades of hands on experience working with product manufacturers.
From the basic ideas to product design, manufacturing, marketing planning, sales force creation, account acquisition and advertising support. My emphasis is on placing product with retailers. I have experience
As a former Pet Industry Business Owner and Sales Expert I have decades of hands on experience working with product manufacturers.
From the basic ideas to product design, manufacturing, marketing planning, sales force creation, account acquisition and advertising support. My emphasis is on placing product with retailers. I have experienced firm sizes from Start-ups to Over one billion dollar industry leaders.
If your ready to accept some outside points of view, hear what has worked with other products, and want to work toward profitable growth, I am your guy. I want to help those who are looking to: Launch new product, explore growth or to smooth out some existing bumps.
" Never Stop Learning".
Jeffrey McCabe
Greg Forquer and Brandi & Gracie
Jeffrey McCabe
Jeffrey McCabe, Associated Consultant
President, Exjamim, Inc.
With over 34 years of experience in the ever-changing pet industry I am ready to put that experience to work in assisting you to meet your pet industry goals.
With skills and expertise developed in employee, business owner and consultant roles, my career includes sales & marke
Jeffrey McCabe, Associated Consultant
President, Exjamim, Inc.
With over 34 years of experience in the ever-changing pet industry I am ready to put that experience to work in assisting you to meet your pet industry goals.
With skills and expertise developed in employee, business owner and consultant roles, my career includes sales & marketing planning and management for consumer branded products, customer service and operations management, new business plan development and start up implementation for both national and international clients. Experience including analytics in such areas as pricing and operations efficiencies, international expansion, patent and trade mark work, mergers and acquisitions as well as training and teaching seminars on product knowledge and sales techniques offers you a wealth of knowledge to draw upon.
If you need assistance in finding a manufacturer for your product idea, need to have someone sell your product or develop a sales force for you, find an investor or a licensee for your patent the PetsPhd team and I can assist you.
Dare to be Different – it’s the innovative and unique products and ideas that will thrive in todays’ pet industry.
Greg's References
Reference from Jim Dougherty- Founder of PetSmart & Petsense
Greg Forquer is the Best. I have known Greg for over 30 years and what he has and continues to bring to the Pet industry cannot be summed up in a short paragraph. His career includes a pet food buyer and Merchandising VP at PetSmart, at Petco and Senior Buyer, and SVP of Merchandising at Petsense. He has been involved with two startup companies and instrumental in setting the tone and standards of buying and selling for both companies. In his 30+ year Pet industry career he has been involved in establishing merchandising buying and category management standards that have allowed those that he worked for to be efficient and profitable. Many on the selling side would say that Greg was demanding yet fair in their dealings with him. It is a well-known fact that nothing gets passed his analytical testing. He was passionate about paying the “right price” that allowed his companies to be competitively priced, while allowing the manufacturers to make fair margins given the size of the account. Greg’s understanding of the industry and what it takes to be successful, is unsurpassed. Greg’s savvy Pet industry know-how makes him a great resource to any new or struggling company, which is critical in understanding the ever-changing Pet industry landscape. Greg’s list of pet products to market via the retailers exceeds over 7,500 items.
Greg’s values and his passion for what he does has been un-mistakable throughout his career. Jim Dougherty
Reference from Ahdee Abramson- President Pet Ventures
"I've worked with Greg for over 10 years and have always found him to be a man of good character and a great partner to work with. He is detail oriented, thoughtful, fair, trustworthy and tough when necessary. He is also loyal, direct, and funny and has a way of working with numbers. He will be a valuable addition to any team."
Reference from Diana Chandler- National Accounts Manager Petmate
"I've had the pleasure of knowing and working with Greg for several years. His professionalism, analytical skills and knowledge of the pet industry set him apart from others in the business. He would be a fantastic consulting and marketing resource for anyone in the pet specialty business. I would highly recommend his services to those in need of some professional advice and industry insights."
Reference from Matthew Wurtzel- Corp VP Sales, W.F Young
"I have had the privilege of working with Greg on many different projects for almost 10 years. His knowledge of the industry, professionalism, and ability to develop and grow a business are unparalleled. Greg understands the value of strong relationships with his business partners. As a result, he is one of the most well respected names in the Pet Industry. I look forward to working with Greg in the future."
Reference from Mark Patterson- Vice President of Business Development Phillips Pet Food and Supplies
"I had the pleasure of working with Greg for 7 years while he played a pivotal role in the successful growth of Petsense. He is a firm, yet fair professional that drives for results and excellence. His many years in virtually all facets of the pet business including merchandising, purchasing, marketing, and logistics gives him a background that can add tremendous value to any organization that partners with him. Great business acumen and even a better person."
Ray's References
Reference from Chuck Mann- Co-owner Premier Pet Products
"Ray knows product development, product mix, program selling & category development - generally all things sales & marketing. Ray understands the power of Branding. Most companies mistakenly treat Marketing & Sales as two separate departments. Ray knows the two are equal in importance & focus. He will bring you pragmatic applicable advice."
Reference from Willie Wallace, CEO Radio Systems Corp. (Petsafe)
"A mind that is always clicking and a persona that is always on. In the years I have known Ray in the industry I’ve known him as someone everyone has looked up to. In working with him for the past seven years I have learned why. He has earned his respect with solid results and the manner in which he treats others. Ray is a fantastic mentor and is eager to share his knowledge with others."
Reference from Dion Longtin- VP Sales & Mkt Steeldog LLC
"Ray (Big Sexy) Hedlund - understands this is a fun industry and always keeps customers interests at the top of his list. i’ve worked with Ray in numerous capacities and always come out learning more than when i went in. A true professional and gentleman in a dog eat dog world this is a rare commodity."
Reference from Kurt Hansen, 30+ year Pet Industry Veteran
Ray Hedlund is a legend in the pet industry. His pet business knowledge and years of experience is second to none. I highly recommend that anyone with questions regarding the pet industry take the time to have a phone call with Ray. He is not afraid to tell you the truth and is always eager to help a fellow entrepreneur. Ray is highly respected in the industry because of his big-picture approach while addressing the details and can point you in the right direction. His enthusiasm for the pet business is contagious and I guarantee you will enjoy working with him.
AWARDS SUMMARY
Top Dog Award presented by CEO Willie Wallace. Bull is now an annual perpetual top salesperson award honoring me, presenter Tom Feiten. Large Ted presented by Tim Brightwell in recognition of Squeaky Toy TED. Life Time Achievement award presented by Greg Forquer and the Petsense Family.