121 Animal Therapy is a well-established small business in Chichester founded in 2008 by Jane and her husband Kenny. 121 Animal Therapy specialises in 4 fields: physiotherapy, hydrotherapy, laser, and acupuncture. This business has a professional that specialises in each area: Jane in hydrotherapy and laser, Lisa in physiotherapy and laser and Susanna in acupuncture (Bannatyne, n.d.).
Jane came up with the idea to start her own therapy business in July 2007 because she realised there was a gap in the market, and she had always had a passion for animals. She then started making business plans, and in September 2007 she started to gain qualifications such as a diploma in hydrotherapy, an ABC diploma in hydrotherapy, CCRP, and first aid which is renewed biannually. In October 2007, she brought equipment including a hydrotherapy pool, treadmill and jacuzzi. She then started converting buildings from October 2007 to April 2008.
The most difficult part of starting her own business was finding a suitable site and buying the equipment at a price she could afford. The hardest part about owning her own business is the never ending paperwork and the fact that she earns less than minimum wage due to the long hours and little staff. Since opening, 121 animal therapies client base, work hours, qualifications and expertise have all increased. But due to the economic climate, profits have reduced.
To build up a client basis, Jane hosts open days and offers free CPD to vet practices as well as advertising on her website, and social media (Instagram/ Facebook). She also relies on word of mouth recommendations initially from vets but also from clients. To stay up to date with knowledge, technology and organisations within her career, Jane completes CPD, and additional qualifications and courses.
The professional bodies Jane is registered with are CHA, NARCH, IAAMB, and IRVAP and she abides by the PWTAG code of practice and membership of trade associations. 121 Animal Therapy is required to keep an updated insurance certificate. They are insured with Cliverton Insurance which includes public & products liability, professional liability, employers’ liability, property damage, personal accidents, and specified risks (Cliverton Insurance, n.d.).
COVID has affected 121 Animal Therapy because they originally had to close but when they were allowed to open, clients who required treatment during lockdown built up and they were extremely busy. Once open, Jane used various methods to keep herself and her clients safe including hand washing, screens, and specific COVID policies which continually changed. Recently, she started treating clients for non-medical reasons (e.g., agility/ racing) which she hadn’t done before because of being too busy and only treating patients who desperately required treatment during COVID.
Overall, this is a well-run successful business which Jane doesn’t plan to expand. It is the only one around Chichester and is extremely popular and known.
Reference List:
Bannatyne, J. (n.d.). 121 Animal Therapy – Home. [online] 121animaltherapy.co.uk. Available at: https://121animaltherapy.co.uk [Accessed 18 May 2023].
Cliverton Insurance (n.d.). Pet Physiotherapy & Pet Hydrotherapy Insurance. [online] Cliverton. Available at: https://www.cliverton.co.uk/policies/pet-physiotherapy-pet-hydrotherapy-and-animal-massage-insurance/ [Accessed 18 May 2023].