After spending most of his career in the trucking industry, Carl Rochford was laid off in November, and it could not have come at a worse time.
He and wife, Brenda, had just moved to Chattanooga from Alabama with their two school-age children. But the family decided to stay.
“That’s my philosophy, as they say; you take those lemons and you make lemonade out of it, and you look at ways of turning a situation into a positive,” Mr. Rochford said.
That opportunity turned into the Aussie Pet Mobile, a pet grooming service that travels to wherever its customers are. The service is no ordinary pet grooming, either, Mr. Rochford said.
He said the service is more like a pet spa, with offerings such as “pawdicures,” teeth brushing and a 15-step spa treatment among its long list of services. The mobile spa operates from a converted Mercedes Sprinter van — complete with a ramp for elderly pets — where dogs or cats are washed, dried and pampered.
The couple declined to disclose how much they invested in the franchise, but they said their business model shows them recovering that investment within the next two years. Mr. Rochford said business has been strong so far.
Aussie Pet Mobile has visited Brenda Adams’ home in Ooltewah twice so far this month. The first time the Rochford’s bathed her younger dog William but came back a couple weeks later to groom Nellie, her 7-year-old dog. Mrs. Adams said she likes the service because it keeps her dogs from getting too excited or nervous.
On the Web
www.aussiepetmobile.com
At A Glance
* Business name: Aussie Pet Mobile of Chattanooga
* Owners: Brenda and Carl Rochford
* Business concept: “Premium” mobile pet grooming
* Start date: April 2008
* Fast Fact: Americans will spend $43.4 billion on pets this year, according to the American Pet Products Manufacturers Association.
“I don’t want my dogs put into cages,” she said.
Rates for the services start at $35 and vary depending on the dog’s size, breed and skin and coat condition.
So far, until the business grows and they hire more employees, the couple has been working together. Both participated in groomer training courses offered through the franchise.
“We want to know what all is involved so when we are talking with customers later down the road, (we can) understand what the groomer is going through or what the groomer is doing,” Mrs. Rochford said.
Starting the business, which officially began in April, was something the family talked about doing for four years. They bounced around different ideas, but they always came back to some business that involved pets. Mr. Rochford said that ultimately they returned to a familiar saying: If you want to be successful, do something that you love.
“And we are very much pet lovers, and love dogs and cats,” he said.
The couple also has a 13-year-old son with Asperger’s syndrome, which is part of the autism spectrum, and they wanted to have a business that he could one day work into, Mrs. Rochford said.
Their 11-year-old daughter also aspires to be a part of the business someday, and already is referring her pet-owning classmates to Aussie Pet Mobile.
“She says, ‘Dad, can we take to pet mobile van to school?’” Mrs. Rochford said.
The couple hopes to expand their territory — currently including most of the Chattanooga area — in the next year or two and said they would even consider buying another franchise.
‘When I lost my position, we were faced with, I can go and get a new position outside Chattanooga and move the family again and disrupt the family and leave a community we came to quickly love,” Mr. Rochford said. “We decided maybe this is the time to do a business, and we just love it here.”
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Aussie Pet Mobile
On Tuesday, December 9, 2008, I hired Carl Rochford of Aussie Pet Mobile to come to my home for pet grooming for my elderly dog, Cody. Cody is a 15-16 year old Golden Retriever/Chow mix; obviously a very hairy breed combination. Carl said if there were mats in his coat, he may have to clip those out. I said that was ok on his underbelly and back legs where his hair is so long and thick; my main goal was to give this sweet, elderly dog a freshening-up and nail trim. Carl was out in his van (feet away from my home) and never once came to my door for clarification; when he was done and came to my door, he was holding my traumatized Cody who had been shaved from the top of his neck to the base of his tail. This always-furry, golden dog was now a small, white, frail, bald dog. I told him this was not acceptable and asked why he would shave an elderly dog (who’s had long fur his entire life) bald at the beginning of winter. When my husband returned that night from work, he called Carl and asked for a refund ($70) for this injustice to our dog. The call ended with no resolution, no apology (even for a miscommunication), and no offer of any type of compensation. The check had been deposited that day. My husband has left 3 detailed voicemails with the Aussie Pet Mobile corporate office and has never received a call back. The complaint I filed with the Better Business Bureau has gone unanswered. When Carl was here, I told him, “I think you have just caused the beginning of the end. I think you have just shortened the life of my dog.” Unfortunately this was true. We had to send Cody to Heaven on Friday, December 19th; before his time and only 10 days after Carl Rochford shaved him bald against our wishes. Our vet said that this traumatic event caused a lot of shock and stress which contributed to his early death. We had to buy a new collar (he’s worn the same collar his entire life which now was too large since his large lion-like mane was gone), new bedding, coats and sweaters, and pain medicine prescribed by our vet for the pain from the nicks on Cody’s body from Carl’s blades. But this dog’s life is the costliest outcome of this man’s actions. Cody was like a son ... a family member. I have no doubt my dog would be sitting here beside me as I type this if it were not for Carl Rochford and Aussie Pet Mobile.
We use a mobile pet service regularly in our area. The lady (Marla) would never, never, never have shaved our precious dogs without conferring with us first but then there is no need for shaving. What was done to Cody was criminal as I am a pet lover and could not believe what I was reading. There are mat splitters for mats on an animal if that was an issue (must handle with care but they work fine). This is incompetence at its worst!!! RIP Cody!!
I read this story with amazement. I have used the Chattanooga Aussie Pet Mobile for almost a year and I would recommend it highly. Anyone who loves their pet but struggles with grooming the animal themselves would do themselves and their pet a service to use Aussie!!
While I can emphathize with how this woman feels about the death of her pet, I must question her judgement in placing blame with the groomer. She says very clearly that Cody was "elderly." Then, in turn, she accuses Aussie of causing "the beginning of the end" and "shortening the life" of her dog. She proceeds to say that the shaving of a the MATTED dog "contributed to his EARLY death."
I understand that you are NEVER ready to lose your canine family member. You love them like family and more than some family! That said and done, I don't believe 16 years is a "shortened life" or that he experienced an "early death." Trying to ruin someone's business will do nothing to bring back 16-year old, long-lived Cody!!!!!
We have known the Rochford's for over 20 yrs. There is not a family out there who loves animals or their children more than Carl and Brenda and we know in our heart this was not an intentional or careless act. When we lost our beloved pointer I wanted to blame the food manufacturers because of an ingredient from China that had indirectly caused his kidney failure. But it wouldn't bring him back. And neither will ruining the livelihood of this wonderful family just trying to survive in a poor economy.
When I saw this email, I was OUTRAGED! I could not believe that Carl Rochford would do something like this! OMG I thought – I’ve used him to groom my girls (Bitty & Ziggy) 3-4 times! He usually comes out to the house about once a quarter to give the girls their grooming. Bitty is terrified of the car and PetSmart cut her ear once; so what better way to do this than to have someone come to my house!
After thinking about this for several days – I decided two things. One – I knew that EACH TIME Carl had come to my home to groom my girls he would cut a portion of their hair and then come into my house to clarify, saying “is this what you want?” or “is this okay”. I mean EACH TIME – and with EACH DOG… I have my girls trimmed the same way every time.. Bitty gets “shaved” very close and Ziggy gets a hair cut… But every single time he visited (3-4) he would ask me about each dog; making sure that he understood exactly what I wanted. I thought he was very considerate.
Two, I felt that this email is very unfair to the Rochford’s; I was not at this lady’s home when this situation occurred and I truly feel sorry for her situation. However, what about the excellent service that Brenda & Carl have provided to their other customers? Is it fair that only this tragic story be sent out to animal lovers everywhere? I thought not. So I am posting my story!
I thought stability is much better than mobility because if we are stable any where we spent much of time on other work which did not completed in mobility. I am not saying mobility is not good because it gives so much relaxation with the real nature but we can't skip the risk along with the mobility. Sean Cruz www.fastrealestate.com.au>
My wife and I used to own a mobile pet grooming business in Florida which we sold because of the BP oil spill killing tourism which is the lifeblood of the local community. We always took special care of elderly pets, and pets and their clients were generally happy with our work. One of the safeguards we insisted on with elderly pets was a veterinary checkup, assuring us that the pet could handle grooming. Many veterinarians recommended giving the elderly pet a clip that would be low maintenance and less susceptible to matting. If the pet was matted, it would suggest to me an owner who was less than fastidious regarding the proper care of her pet. Brushing a coat on a long haired breed is a DAILY requirement. Many owners don't bother, hand the groomer a matted mess, and then complain when the groomer has to literally shave the pet bald to allow the pet to be comfortable. Sorry, I'm not buying the notion that the groomer killed the dog. Reputable groomers attend classes in grooming, go to trade shows and seminars for continuing education, and spend thousands of dollars on equipment. I can tell you from personal experience a mobile pet groomer will easily spend nearly $100,000 on a vehicle, conversion, and equipment. And reputable groomers often have to compete with the bozos who grab a comb and scissors, and then call themselves a pet groomer. Know your groomer. Ask about certifications and training. Organizations such as the National Dog Groomers Association of America certify pet groomers. If in doubt about your groomer, ask questions.
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