Told he had an energy that dogs could relate to, he bit

LARRY FINE, 43, of Bala Cynwyd, is founder and owner of Doggyality, which offers cognitive training for dogs and their owners. Fine started the business in 2010 as a part-time endeavor while managing a Center City valet-parking service. He has since expanded it to include video tutorials and a recently published book.

Q: How'd you come up with the idea?

A: I was visiting my cousin in Israel who was a dog trainer, and when I interacted with his group of dogs I was told I had a certain energy that dogs could relate to. I left the valet job and switched to a part-time dog-walking job in November 2010, and after a few years my training business took off and became full-time.

Q: The startup money?

Q: Less than $1,000.

Q: The biz model?

A: I work on referrals. The most popular service I offer is a standard training session that runs up to 2 1/2 hours in a home and covers whatever issues the dog has and costs $185. I also provide phone and email support, and clients get a free video tutorial. A text document is embedded into the video so it becomes a do-it-yourself program. The hands-on training, in a 20-square-mile radius of my home, is the bulk of the business, and I see 150 clients a year. The video has allowed me to reach a larger audience and do remote training. I also have a book on self-training your dog that was published in June and I've sold about 150 books via my website. I also teach and lecture, and work with rescue organizations and shelters.

Q: What's the typical problem you encounter?

A: The main focus is behavior modification. Dogs start doing things the way they want to and we have to show them the way to behave appropriately. A dog gets excited to see guests coming into the house and runs up and jumps all over them. We teach dogs a procedure where they stay in a spot, wait calmly for us to let the guest in and then the guest goes and greets them at their staying point.

Q: The value prop?

A: The consumer wants price, quality and service. I follow up with clients, and the model of instruction and DIY is unique because most dog trainers try to sell multiple lessons, but I've found it's really hard for people to schedule three or four lessons because they don't have time.

Q: A typical customer?

A: A couple with some kids. They're generally 25 to 55 and have one or more dogs.

Q: Biggest challenge?

A: It's for dog owners to accept change and take responsibility for their dog's behavior. At the end of the day, owners train their dogs.

Q: How big a biz?

A: Annual revenue is $50,000 to $75,000, and I work 60 to 70 hours a week. I'm a one-man band.

Online: ph.ly/YourBusiness