How to Start a Pet Spa and Wellness Center Business

Starting a pet spa and wellness center business is an exciting venture in the growing pet care industry. With American pet owners spending over $100 billion this year, there is a strong demand for pet grooming and wellness services. This comprehensive guide will walk you through the steps of starting your own business, from market research to securing funding and obtaining the necessary licenses and permits.

Key Takeaways:

  • Research the local pet grooming industry and competition to understand the market.
  • Create a detailed business plan outlining your target market, services, and competitive advantage.
  • Explore funding options such as loans, grants, or investment capital.
  • Choose a unique and memorable business name and register it as a legal entity.
  • Obtain the necessary licenses, permits, and insurance for your business.

Understanding the Market and Competition

When starting a pet spa and wellness center business, it is crucial to have a clear understanding of the pet grooming industry, local market, and competition. Thorough research will provide valuable insights into the demand for pet grooming services in your area and help you identify opportunities to differentiate your business.

Local Market Research

Conducting local market research is essential for identifying the needs and preferences of pet owners in your target area. Visit existing pet grooming businesses to get a sense of their services, pricing, and customer base. Talk to pet owners to understand their expectations and any gaps in the current offerings. Additionally, make use of online resources to gather information about the local pet care market and consumer trends.

Competitive Analysis

Analyze the competition in your area to identify their strengths, weaknesses, and unique selling points. This will help you determine how you can stand out in the market. Look for areas where you can offer additional services or specialized grooming techniques to attract customers. Keep track of competitors’ pricing strategies and promotional activities to ensure you stay competitive while maintaining profitability.

Key Points Actions
Identify market demand Conduct local market research, visit pet grooming businesses, talk to pet owners, and research online.
Differentiate your business Offer unique services, specialized grooming techniques, and competitive pricing.
Monitor the competition Keep track of competitors’ offerings, pricing, and promotional activities.

By understanding the pet grooming industry, local market dynamics, and your competition, you can develop a comprehensive business plan that caters to the specific needs of your target market. This will give your pet spa and wellness center a competitive edge and increase your chances of success in the thriving pet care industry.

Creating a Pet Spa and Wellness Center Business Plan

A well-crafted business plan is crucial for the success of your pet spa and wellness center business. It serves as a roadmap for your operations, helping you outline your goals and strategies, and ensuring that you stay focused and organized. A comprehensive business plan should include the following components:

  1. Executive Summary: Provide an overview of your business, including its mission, vision, and key objectives. Highlight the unique value proposition that sets your pet spa and wellness center apart from competitors.
  2. Market Analysis: Conduct thorough research on the pet grooming industry, your local market, and your target audience. Identify trends, customer preferences, and potential opportunities for growth. Analyze the competition and assess their strengths and weaknesses.
  3. Services and Pricing: Clearly define the services you will offer at your pet spa and wellness center, including grooming, bathing, nail trimming, dental care, and any additional services such as spa treatments or specialty products. Determine your pricing strategy, taking into account the competition, costs, and desired profit margins.
  4. Marketing and Sales Strategy: Outline your marketing plan, detailing how you will attract and retain customers. Include strategies for online and offline marketing, social media engagement, partnerships with local businesses, and any other promotional activities. Determine your sales goals and the strategies you will implement to achieve them.
  5. Operations and Management: Describe the day-to-day operations of your pet spa and wellness center, including the location, facility layout, equipment, and staffing requirements. Outline the roles and responsibilities of your management team and staff members, ensuring that you have a clear organizational structure.
  6. Financial Projections: Develop a detailed financial plan that includes startup costs, monthly expenses, revenue projections, and profitability analysis. Consider factors such as rent, utilities, payroll, insurance, marketing expenses, and supplies. Use realistic assumptions and projections to demonstrate the viability and potential profitability of your business.
  7. Risk Management: Identify potential risks and challenges that your pet spa and wellness center may face, such as regulatory compliance, staffing issues, or economic downturns. Develop strategies to mitigate these risks and ensure the long-term sustainability of your business.

Remember, a business plan is not set in stone and should be revisited and updated regularly as your business evolves. It serves as a dynamic tool that helps you make informed decisions, adapt to market changes, and stay on track towards achieving your goals.

Securing Funding for Your Pet Spa and Wellness Center Business

Securing funding for your pet spa and wellness center business is a crucial step in turning your dream into a reality. There are a variety of funding options available for entrepreneurs like you to explore. Let’s take a closer look at some of the options to help you make an informed decision.

Loans

One common option is to apply for a business loan from a local bank or credit union. These financial institutions often offer loans specifically tailored for small businesses. Before approaching a lender, make sure you have a solid business plan and financial projections to demonstrate your ability to repay the loan.

Grants

Another funding option to consider is grants. There are government and private organizations that offer grants specifically for small businesses. Research grants that align with your business concept and industry, and ensure you meet the eligibility criteria. Keep in mind that grants may have strict requirements and a competitive application process.

Investment Capital

If you’re open to sharing ownership and profits, seeking investment capital might be a viable option. You can approach friends, family members, or angel investors who are interested in supporting your business. When presenting your business plan to potential investors, highlight the unique value proposition of your pet spa and wellness center and the potential return on investment.

Remember, securing funding for your pet spa and wellness center business requires careful planning and preparation. Research each option thoroughly, weigh the pros and cons, and choose the option that best aligns with your business goals and financial needs.

Choosing and Registering Your Business Name

When starting a pet spa and wellness center business, one of the first important steps is choosing a unique and memorable business name. Your business name will serve as the foundation of your brand identity and will play a crucial role in attracting customers. Additionally, you will need to register your business as a legal entity to ensure compliance with the relevant laws and regulations.

Choosing the Right Business Name

The business name you choose should reflect the nature of your services and resonate with your target market. Consider names that are catchy, easy to remember, and relevant to the pet grooming industry. Brainstorm different options and conduct a thorough search to ensure that the name you choose is not already in use or trademarked by another business. It is also important to make sure that the chosen name is not too similar to existing businesses to avoid any confusion.

Once you have selected a name that meets these criteria, you should consider registering it as a trademark to protect your brand from potential infringement. Consulting with a trademark lawyer is recommended to navigate the registration process and ensure your business name is properly protected.

Registering Your Business

After choosing a business name, it is crucial to register your pet spa and wellness center as a legal entity. The most common types of legal entities for small businesses are Limited Liability Companies (LLC), sole proprietorships, partnerships, and corporations. Each has its own advantages and considerations, so it is advisable to consult with a lawyer or tax advisor to determine the most suitable legal structure for your business.

Registering your business as a legal entity provides you with various benefits, such as personal liability protection and tax advantages. Additionally, it establishes your business as a professional entity and enhances its credibility in the eyes of clients and partners. The registration process generally involves filing the necessary documentation with the appropriate state or local government agency and paying the required fees.

Business Structure Description Pros Cons
LLC (Limited Liability Company) A popular choice for small businesses, provides personal liability protection and flexible tax options. – Limited personal liability for business debts
– Pass-through taxation
– Flexibility in management and decision-making
– Additional administrative requirements compared to sole proprietorship or partnership
– Costs associated with forming and maintaining an LLC
Sole Proprietorship The simplest and most common structure, owned and operated by a single individual. – Simple and inexpensive to set up
– Complete control over the business
– Tax advantages for small-scale operations
– Unlimited personal liability for business debts
– Difficulty in raising capital
– Limited opportunities for expansion
Partnership A legal structure where two or more individuals share ownership and responsibilities. – Shared financial and management responsibilities
– Flexibility in profit sharing
– Access to additional skills and resources
– Unlimited personal liability for business debts
– Potential conflicts and disagreements
– Dissolution of partnership upon departure of a partner
Corporation A separate legal entity with shareholders and a board of directors. – Limited personal liability for shareholders
– Access to capital through the sale of stock
– Perpetual existence even if ownership changes
– Complex formation and administrative requirements
– Double taxation on corporate profits and dividends
– Formalities and regulations to maintain corporate status

Obtaining Licenses and Permits

To legally operate a pet spa and wellness center business, you will need to obtain various licenses and permits. This includes federal requirements such as an Employer Identification Number (EIN) for tax purposes, state business licenses, and any necessary certification or registration specific to your business type. Local regulations may also require permits, such as zoning permits to ensure compliance with land use regulations.

Research and understand the specific licenses and permits needed for your business, which may include a business license, sales tax license, zoning permit, and animal care license. Each jurisdiction has its own set of regulations, so it’s important to consult with local authorities to ensure you meet all the requirements.

Below is a table summarizing the common licenses and permits needed for a pet spa and wellness center business:

License/Permit Description
Business License Required by most jurisdictions to legally operate a business
Sales Tax License Allows you to collect and remit sales tax on taxable goods and services
Animal Care License Required for businesses that provide animal care services
Zoning Permit Ensures compliance with land use and zoning regulations
Health Department Permit May be required to ensure cleanliness and safety standards are met

It’s important to start the licensing and permitting process well in advance of opening your pet spa and wellness center to allow for any delays or additional requirements that may arise. Keep detailed records of all the licenses and permits you obtain, as well as any renewals or inspections that need to be conducted on an ongoing basis.

Setting Up Your Pet Spa and Wellness Center Location

When starting your pet spa and wellness center, choosing the right location is crucial for the success of your business. You want to select a location that is accessible to your target market, offers good visibility, and is cost-effective in terms of rent. The right location can attract more customers and contribute to the growth of your business.

Consider factors such as the demographics of the area, the proximity to residential neighborhoods, and the presence of other pet-related businesses. Look for areas with a high concentration of pet owners who are likely to be interested in your services. Additionally, assess the visibility of the location, as a highly visible storefront can attract attention and drive foot traffic.

When evaluating potential locations, compare the cost of rent and overhead expenses. It’s important to find a balance between affordability and a location that meets your business needs. Take into account the size of the space needed for your services, as well as any additional requirements, such as parking or accessibility features for customers with pets.

By carefully considering the accessibility, visibility, and cost of rent, you can choose a location that sets your pet spa and wellness center up for success. A convenient and visible location will make it easier for pet owners to find and choose your business, while cost-effective rent will help maximize your profitability.

Location Considerations Advantages Disadvantages
High foot traffic area – Greater visibility and exposure to potential customers
– Increased chances of impulse visits
– Higher rental costs
– More competition from other businesses
Proximity to residential neighborhoods – Convenience for local pet owners
– More word-of-mouth referrals
– Limited customer reach beyond the neighborhood
– Potential zoning restrictions
Presence of other pet-related businesses – Synergy and cross-promotion opportunities
– Access to a pet-loving customer base
– Increased competition
– Potential conflicts or cannibalization of customers
Affordable rent – Lower overhead expenses
– Higher profit margins
– Less visibility or accessibility
– Potential limitations in space or amenities

Selecting an Operating Model for Your Pet Spa and Wellness Center

When starting a pet spa and wellness center business, choosing the right operating model is crucial for success. There are several options to consider, each with its own benefits and considerations. Selecting the most suitable model will depend on your goals, resources, and target market.

Solo grooming:

If you prefer to have full control over your business and enjoy working independently, running a solo grooming business from home could be an ideal operating model. This allows you to provide personalized services to your clients in a familiar and comfortable environment, without the overhead costs of renting a commercial space. However, it’s important to ensure your home meets the necessary zoning requirements and that you have sufficient space and equipment to provide quality grooming services.

Mobile grooming:

Operating a mobile grooming salon offers convenience and flexibility for both you and your clients. With a fully equipped grooming vehicle, you can provide grooming services directly at your clients’ homes, eliminating the need for them to travel. This model is particularly popular among busy pet owners who appreciate the time-saving aspect of mobile grooming. However, it’s important to consider the additional costs associated with owning and maintaining a grooming vehicle, as well as the challenges of managing scheduling and logistics.

Veterinarian clinic partnership:

Another option is partnering with a veterinarian clinic to offer grooming services as an add-on to their existing services. This can be mutually beneficial, as pet owners visiting the clinic for veterinary care may also be interested in grooming services. In addition, partnering with a veterinarian can help establish credibility and trust with pet owners. However, it’s important to negotiate clear terms and agreements with the clinic to ensure a successful partnership.

Pet store collaboration:

Collaborating with a pet store allows you to leverage their existing customer base and foot traffic. By setting up a grooming salon within a pet store, you can attract pet owners who are already shopping for pet supplies. This model provides convenience for customers and can result in increased visibility and potential cross-selling opportunities. However, it’s important to establish clear expectations and terms with the pet store to ensure a mutually beneficial collaboration.

Renting a commercial space:

If you prefer a traditional brick-and-mortar setup, renting a commercial space for your grooming salon is a viable option. This allows you to create a dedicated grooming environment that provides a professional and inviting experience for your clients. Renting a commercial space also enables you to maximize visibility and accessibility, attracting walk-in customers. However, it’s important to consider the costs associated with rent, utilities, and maintenance, as well as the potential competition from other grooming businesses in the area.

Choosing the right operating model for your pet spa and wellness center is a critical decision that will shape the success of your business. Consider the advantages and challenges of each model, evaluate your resources and goals, and ensure alignment with your target market’s needs. By selecting an operating model that suits your preferences and business objectives, you can provide exceptional grooming services and establish a strong presence in the pet care industry.

Obtaining Insurance for Your Pet Spa and Wellness Center

Protecting your pet spa and wellness center business is essential, and obtaining the right insurance coverage is a crucial step. Liability insurance, also known as professional liability insurance, is a must-have to safeguard your business from any potential accidents or injuries to pets or customers. This type of insurance provides coverage for legal fees, medical expenses, and damages that may arise from incidents that occur within your premises or as a result of the services you provide.

For mobile groomers, it is important to have sufficient insurance coverage for your grooming vehicle and equipment. In the event of theft, damage, or accidents while on the road, the right insurance policy will protect your assets and ensure you can continue operating smoothly.

Consult with insurance providers to understand the specific insurance needs for your pet spa and wellness center. They can guide you in selecting the appropriate coverage based on the size of your business, services offered, and any additional risks you may face. By investing in the right insurance policies, you can have peace of mind knowing that you are protected against potential liabilities.

Table: Types of Insurance Coverage for Pet Spa and Wellness Center

Insurance Type Coverage
Liability Insurance (Professional Liability) Protection against accidents or injuries to pets or customers within your premises or as a result of your services
Commercial Insurance Coverage for your business property, equipment, and inventory
Vehicle Insurance Protection for your grooming vehicle against theft, damage, or accidents

It is important to regularly review and update your insurance coverage as your pet spa and wellness center business grows and evolves. As your services expand or you introduce new offerings, it is crucial to ensure that your insurance policies adequately cover these changes. This will protect your business from potentially costly legal and financial issues down the line.

Remember, insurance is not just a legal requirement, but it is also a smart investment in the long-term success and stability of your pet spa and wellness center. Don’t underestimate the importance of having the right insurance coverage to protect your business and provide peace of mind.

Purchasing Tools and Supplies for Your Pet Spa and Wellness Center

Investing in high-quality grooming tools and supplies is essential for running a successful pet spa and wellness center. These tools and supplies play a vital role in providing top-notch grooming services and ensuring the comfort and satisfaction of both pets and their owners. Here is a comprehensive list of the essential items you should consider purchasing:

Item Description
Grooming tables Sturdy tables designed for grooming procedures, providing a comfortable and safe surface for pets.
Fur dryers Powerful dryers specially designed for pets, ensuring efficient and gentle drying without causing discomfort.
Washing machines and dryers Professional-grade equipment for thorough and hygienic washing and drying of pet’s coats.
Bathing tubs Durable tubs with non-slip surfaces, allowing for easy bathing and accommodating pets of various sizes.
Grooming hoses Flexible hoses with adjustable spray nozzles for precise and efficient rinsing during bathing.
Brushes, combs, shears A variety of grooming tools for detangling, removing loose hair, and achieving desired coat styles.
Nail clippers Specialized clippers for trimming pet’s nails safely and effectively.
Grooming clippers High-powered clippers designed for trimming and grooming pet’s coats, allowing for precise and professional results.

Additionally, it is crucial to keep a well-stocked inventory of grooming products such as shampoos, conditioners, ear cleaning solutions, and accessories like bandanas and bows. Providing a variety of grooming products will allow you to cater to different pet needs and preferences, ensuring a personalized and enjoyable grooming experience.

Investing in Quality

When purchasing grooming tools and supplies, it is important to prioritize quality over price. Investing in high-quality equipment may require a larger upfront investment, but it will ultimately save you money in the long run. High-quality tools are more durable and reliable, ensuring they can withstand the demands of daily grooming operations, resulting in less frequent repairs or replacements. Moreover, superior tools often provide better performance, allowing you to deliver exceptional grooming results.

Consider partnering with reputable suppliers and manufacturers that specialize in pet grooming equipment. Research customer reviews and seek recommendations from other professionals in the industry to ensure you are investing in trusted brands and products. Regularly maintain and clean your tools and supplies to prolong their lifespan and ensure optimal performance.

By equipping your pet spa and wellness center with the necessary tools and supplies, you can provide exceptional grooming services and create a positive experience for pets and their owners. Remember to continuously evaluate and update your inventory to meet the changing demands and trends in the pet care industry.

Continuing Education and Certifications for Pet Groomers

While pet groomers are not legally required to have certifications, ongoing education and training are crucial for success in the pet spa and wellness center industry. By continuously improving their skills and staying updated on the latest grooming techniques, groomers can provide exceptional service and ensure the well-being of the pets they care for.

There are various certifications available for pet groomers that can enhance their professional development and credibility. These certifications often cover specific grooming techniques such as breed cuts, scissoring, hand-stripping, and creative grooming. By earning certifications in these areas, groomers can demonstrate their expertise and attract clients who are seeking specialized grooming services.

Additionally, attending grooming workshops, trade shows, and seminars can provide valuable learning opportunities and allow groomers to stay informed about industry trends. These events often feature expert speakers, hands-on demonstrations, and networking opportunities, enabling groomers to expand their knowledge and connect with other professionals in the field.

Benefits of Continuing Education for Pet Groomers

Continuing education offers several benefits to pet groomers. Firstly, it allows groomers to stay updated on the latest grooming techniques and industry best practices. This ensures that they are providing the highest quality of care and meeting the evolving needs of pet owners.

  • Continuing education also allows groomers to enhance their skills and learn new grooming methods that can improve efficiency and effectiveness. This can lead to increased client satisfaction and loyalty.
  • Moreover, ongoing training and certifications can boost groomers’ credibility and reputation in the industry. Pet owners are more likely to trust groomers with certifications, knowing that they have undergone rigorous training and have demonstrated their expertise.
  • By investing in their professional development, pet groomers can position themselves as leaders in their field and attract a loyal customer base. They can differentiate themselves from competitors and offer specialized services that cater to specific pet grooming needs.
Certification Description
Certified Professional Groomer (CPG) This certification covers a wide range of grooming skills and techniques and is recognized as a standard of excellence in the grooming industry.
Certified Feline Master Groomer (CFMG) This certification is specifically for groomers who specialize in grooming cats. It covers techniques for handling and grooming cats safely and effectively.
Master Pet Stylist (MPS) This certification focuses on advanced grooming techniques and creative grooming. It is ideal for groomers who want to offer unique and artistic grooming styles.

Continuing education and certifications are essential for pet groomers who want to excel in their field and provide the best care for the pets they groom. By staying updated on industry trends, enhancing their skills, and earning certifications, groomers can build a successful and reputable pet spa and wellness center business.

Pricing Strategies for Your Pet Spa and Wellness Center

Setting the right pricing strategies for your pet spa and wellness center is essential for attracting customers and driving revenue. By offering competitive rates and strategic promotions, you can distinguish your business from competitors and create value for pet owners. Here are some effective pricing strategies to consider:

1. Competitive Rates

To remain competitive in the pet grooming industry, it’s important to set your rates in line with the local market standards. Research other pet spas and wellness centers in your area and their pricing structures. Consider factors such as the type of service, the breed of the pet, and the time required for each grooming session. Offering competitive rates will give pet owners confidence in your services and encourage them to choose your business over others.

2. Special Packages

Create special packages that cater to the needs of various pet owners. For example, you could offer grooming packages for specific breeds or services such as a “Pamper Package” that includes grooming, massage, and aromatherapy treatments. These packages not only provide convenience for pet owners but also allow you to upsell additional services and increase your average transaction value.

3. Seasonal Specials and Promotions

Keep your pricing strategy dynamic by offering seasonal specials and promotions. For example, during the holiday season, you could provide discounts on grooming services to encourage pet owners to pamper their furry friends. Consider partnering with local pet supply stores or veterinarians to offer joint promotions that benefit both businesses. These promotions can attract new customers and generate buzz around your pet spa and wellness center.

Remember to regularly review and analyze your pricing strategy to ensure it remains profitable while providing value to customers. Stay informed about industry trends and adjust your prices accordingly to stay competitive in the market.

Pricing Strategy Description
Competitive Rates Set rates in line with the local market standards to remain competitive.
Special Packages Create packages that cater to specific pet owner needs, such as breed-specific grooming packages or spa packages that include multiple services.
Seasonal Specials and Promotions Offer discounts and promotions during specific seasons or holidays to attract new customers and generate excitement around your business.

Conclusion

Starting a pet spa and wellness center business requires careful planning, research, and execution. By understanding the market and competition, creating a solid business plan, securing funding, obtaining licenses and permits, selecting the right location and operating model, and implementing effective marketing strategies, you can launch a successful pet spa and wellness center.

Continuously strive to improve your skills, provide exceptional service, and adapt to the evolving needs of pet owners to ensure long-term success in the pet care industry. Remember to stay updated on the latest grooming techniques and trends by attending workshops and seminars, and consider earning certifications to enhance your skills and credibility.

Set competitive rates for your services, offer special packages, promotions, and loyalty programs to attract and retain customers. Regularly monitor and adjust your pricing strategy to ensure profitability while providing value to your clients. With dedication and commitment, your pet spa and wellness center can thrive in the growing pet care market.

FAQ

What are the steps to start a pet spa and wellness center business?

The steps to start a pet spa and wellness center business include conducting market research, creating a business plan, securing funding, obtaining licenses and permits, choosing a location, selecting an operating model, obtaining insurance, purchasing grooming tools and supplies, continuing education and certifications, and setting competitive pricing strategies.

How can I research the pet grooming market and competition?

You can research the pet grooming market and competition by visiting existing pet grooming businesses, speaking with pet owners, and conducting online market research.

How important is a business plan for a pet spa and wellness center?

A well-crafted business plan is crucial for the success of your pet spa and wellness center. It outlines your goals, market analysis, marketing strategy, financial projections, target market, services offered, pricing, competitive advantage, and management structure.

What are the options for securing funding for a pet spa and wellness center business?

Options for securing funding include loans from local banks or credit unions, grants for small businesses, and investment capital from friends, family, or angel investors.

How do I choose and register a business name for my pet spa and wellness center?

Choose a unique and memorable business name and register it as a legal entity, such as a Limited Liability Company (LLC), corporation, sole proprietorship, or partnership, depending on your preferences and legal requirements. Consult with a lawyer to determine the best option and registration process.

What licenses and permits are required to operate a pet spa and wellness center?

To legally operate a pet spa and wellness center, you will need federal requirements such as an Employer Identification Number (EIN) for tax purposes, state business licenses, and any necessary certification or registration specific to your business type. Local regulations may also require permits such as zoning permits and animal care licenses.

What factors should I consider when choosing a location for my pet spa and wellness center?

Consider factors such as accessibility, visibility to potential customers, and the cost of rent when choosing a location for your pet spa and wellness center. Choose a convenient location for your target market with sufficient space for your services.

What operating models are available for a pet spa and wellness center?

Operating models for a pet spa and wellness center include running a solo grooming business from home, operating a mobile grooming salon, offering grooming services as an add-on at a veterinarian clinic, running a grooming salon in a pet store, or inviting professional groomers to rent space in your salon.

What insurance coverage do I need for my pet spa and wellness center?

It is important to protect your pet spa and wellness center with liability insurance, also known as professional liability insurance, to cover potential accidents or injuries to pets or customers. Mobile groomers should also ensure they have sufficient insurance coverage for their grooming vehicle and equipment.

What tools and supplies do I need for a pet spa and wellness center?

Essential tools and supplies for a pet spa and wellness center include grooming tables, fur dryers, washing machines and dryers, bathing tubs, grooming hoses, brushes, combs, shears, nail clippers, grooming clippers, shampoos, conditioners, ear cleaning solutions, and accessories like bandanas and bows.

Do pet groomers need certifications?

While pet groomers are not legally required to have certifications, ongoing education and training are crucial for success. Consider earning certifications in specific grooming techniques and stay updated on the latest industry trends. Attend grooming workshops, trade shows, and seminars, and consider joining professional grooming associations or organizations.

How should I set pricing for my pet spa and wellness center?

Set competitive rates for your pet spa and wellness center based on local market standards and factors such as breed, type of service, and the time required for each service. Consider offering special packages, first-time promotions, and loyalty programs to attract and retain customers.

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