Citidogs case study: Bank takes lead in helping firm

Published on 07/10/2012 00:00

It all started with a conversation on a doorstep and is a far cry from Sandy Maxwell-Forbes’ previous career in the oil industry, but the success of dog creche Citidogs, shows that it wasn’t a barking mad step.

After waving goodbye to a career in the oil industry, Maxwell-Forbes, (pictured, left), relocated to Edinburgh accompanied by her canine companions, Molly and Archie.

She faced the familiar dilemma of what to do with her dogs while she worked, and that’s when she met business partner and canine expert, Sarah McLean, (pictured, right).

As Maxwell-Forbes explains: “Sarah took every worry away. We realised there was a gap in the market for a complete service for dog owners. As a customer, I mapped out the problems and anxieties I faced and then we built the service around that.”

Launching Citidogs in 2010, 80 per cent of the duo’s clients are working professionals. But the company is much more than just a dog-walking service. “By joining my business skills with Sarah’s background in animal welfare, we’ve created a unique brand – offering exceptional care for exceptional dogs,” she explains. “As well as walking, we offer training and socialisation and we’re very client-centric. We are reliable and compassionate. We’re a creche – we offer the same care to dogs as you would to children.”

Starting out with just 11 dogs, Citidogs now has 85 clients. The attention to detail and the high ratio of staff to dogs, has seen the pair achieve their 18-month goal in just ten months.

Poised to open crèche number two this year, there are plans for further 
expansion down the line, she explains, through the support she’s received from RBS.

“They’ve been phenomenal,” she says. 
“Our RBS relationship manager, Scott Rylance, really took the time to understand what the business was and our ambitions, so he’s been able to offer good solutions.

“He’s also aware of our time constraints – it’s no use talking when you’re surrounded by nine dogs waiting for you to throw the ball – so, often, I’ll e-mail him a question in the evening, and he responds to me first thing, before work.”

While the fast growth of the business has been exciting and rewarding, it has brought its own challenges. With 60 per cent of clients requiring their dogs to be picked up from home, Citidogs’ “Bark & Ride” service grew rapidly.

“We reached the stage where we needed to buy another van to manage demand,” says Maxwell-Forbes. “I called Scott, who offered us options and made it happen in a couple of weeks.”

As with most new businesses, cashflow was also an issue, RBS put in place an overdraft facility and a business credit card to enable Citidogs to manage its income and outgoings more sustainably.

Describing themselves as “ambitious, but hugely compassionate”, the pair’s enthusiasm is combined with a good dose of level-headed business sense. But, as they acknowledge, “We couldn’t have got where we are without the support of RBS.” 


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