In today's episode, Clayton interviews Dr. Conor Brady, a prominent figure in the raw pet food movement and founder of Dr. Brady's Supplements. Dr. Brady shares his unique journey from studying zoology and animal behaviour to becoming a thought leader in canine nutrition. He discusses the challenges he faced while manufacturing raw dog food, including the importance of understanding cash flow and pricing strategies. KEY TAKEAWAYS It's crucial to recognise that not all pet owners are willing to invest in high-quality products. Identifying and targeting a specific niche can lead to more effective marketing and sales strategies. When selling products, especially in the pet industry, it's important to communicate benefits clearly and concisely. Overloading potential customers with information can lead to disengagement. Setting the right price is essential for profitability. Offering high-quality products at too low a price can lead to financial strain and burnout, as it may not cover the costs of production and labour. Many lessons in business come from hard-earned experiences. Understanding the importance of cash flow, margins, and the need for professional help in areas like accounting can significantly impact a business's success. Recognising that most consumers are reactive rather than proactive can help tailor marketing strategies. Providing solutions to immediate problems can be more effective than trying to educate consumers on broader topics. BEST MOMENTS "I'm not a vet. That's going to be my tagline from now on." "You need to go talk to this guy up in the mountains. He just lives in the woods, and he gives advice." "If you want to help millions of dogs, you need to be profitable." "You can talk people out of a sale." "Most buyers are reactive, not proactive." HOST BIO Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. https://www.linkedin.com/in/clayton-payne-a6772244/ https://www.tiktok.com/@petbusinessdisruptors https://www.youtube.com/@PetBusinessDisruptors This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/