Brooklyn Unleashed Notes

Brooklyn Unleashed: First Line Manager Role

  • Role: First line manager at Brooklyn Unleashed.
    • Recruiting and training new staff (handle dogs without constant supervision).
    • Client intake.
    • Finances.
    • Advertisement.
  • Department Goals:
    • Acquire new clients for the summer vacation season.
    • Provide a quality service year-round.

Summer Client Intake Strategy

  • Temperament Test: Introductory session to acclimate new dogs to the daycare environment.
    • Vaccination information and enrollment forms are collected.
    • Aims to shorten the intake process to one or two days maximum (reduced from two to three days).

Resource Needs

  • Technology: Needed to improve efficiency.
  • Staffing:
    • Current capacity: Manager can handle 20 dogs, staff can handle 13-15 dogs each.
    • Additional staff needed to manage excitement, especially with new dogs or during hot weather.

Employee Engagement & Satisfaction

  • Intern Involvement:
    • Interns (Miriam and Sam) initially have limited customer interaction.
    • Increased customer interaction is given as they prove themselves.
    • Goal: Increase dog engagement and build trust with customers.
  • Improving Intern Presence:
    • Increase interaction with regular customers.
    • Enhance reputation through positive interactions (e.g., assisting with packages).

Recruitment Process

  • Requirements:
    • Not overly selective; any experience level is considered.
    • Preference for individuals with dog experience or ownership.
    • Temperament test: Assesses the candidate's interaction with dogs.
    • Evaluates comfort level with dogs of all sizes and barking.
  • Two-Way Relationship: Emphasis on the interaction between the candidate and the dogs.
    • Dogs are sensitive to human emotions.
    • Hands-on introduction is a key strategy.

Managing Dog Aggression

  • Identifying Threats: Staff is trained to recognize potential threats based on dog body language.
    • Flagging: Stiff tail, high in the air, wagging side to side, indicates potential threat or sizing up.
    • Differentiating growls: Playful vs. warning growls.
  • Separation and Time-Outs:
    • Aggressive dogs are separated into different rooms for a time-out.
    • Monitored upon reintroduction to the group.

Managerial Style

  • Straightforward, focused on job completion.
  • Easygoing if employees are respectful and complete their tasks (cleaning, dog interaction).
  • Direct and polite correction.

Dog Walking

  • No individual street walks due to logistics (time and number of dogs).
  • 1,500 square foot backyard with six-foot fences.
    • Dogs are allowed to run freely between the indoor and outdoor areas.
  • Avoid leashes inside to prevent excitement associated with going home.

Employee Performance Evaluation

  • Informal, daily check-ins and corrections.
  • Immediate feedback on shortcomings.
    • Example: Attentiveness to feeding schedules and cleanliness.

Addressing Performance Struggles

  • First two weeks are considered the most challenging.
    • Intimidation factor with large numbers of dogs.
  • Encouragement and guidance are provided.
  • Shadowing and mentoring by the manager.
  • Goal: Achieve autonomy in tasks.

Diversity, Equity, and Inclusion (DEI)

  • Staff is naturally diverse (Latino and Central Asian).
  • No specific DEI program in place.
  • Focus on hiring individuals who enjoy working with dogs.
  • If candidates are equally qualified, DEI focus is followed for organizations and government organizations.

Compensation and Benefits

  • Minimum wage for regular workers.
  • Interns paid minimum wage through the CAMDA program.
  • Limited benefits due to the small business nature.
  • Weekend hours: 9 AM to 4 PM.
  • Weekday hours: 7 AM to 7 PM.

Employee Retention

  • Challenge: Maintaining engagement beyond the initial excitement.
  • Need for genuine care for dogs, including less glamorous tasks (cleaning).
  • Importance of being a "dog person" or highly organized.

Data and Technology Usage

  • Limited use of technology for decision-making.
  • Surveys and polls with staff.
  • Socratic circles to discuss improvements and address issues.
  • Emphasis on employee happiness for better dog care and customer satisfaction.

Financial Management

  • Excel spreadsheets and a personal accountant.
  • Manager's role: Collecting finances, managing cash payments.
  • Costs: Rent, utilities, and staff salaries.
  • Dog food is not provided (owners supply their own).
  • Cleaning supplies are under business expenses.

Profit Increase Strategies

  • Attracting more customers.
  • Increasing advertising efforts.
  • Word-of-mouth is the primary advertising method.
  • Selling packages and memberships.

Marketing Strategies

  • Social media and word-of-mouth.
  • Limited resources for extensive advertising campaigns.
  • Focus on providing excellent service to encourage recommendations.
  • Growth from 10 dogs to over 200 dogs in three years through these strategies.