The K9PT Academy Podcast: Business lessons for canine rehab therapists

Welcome to The K9PT Academy podcast, the only podcast in veterinary rehabilitation & physical therapy that focuses on helping business owners and entrepreneurs build and scale a profitable and successful canine rehabilitation business! 

In this episode, we dive into a vital topic that often feels overwhelming for many canine rehab business owners — understanding your business metrics and financial structure. Dr Francisco shares the exact framework he uses (and teaches) to break down financials, simplify budgeting, and understand profitability without getting lost in the weeds. Whether you're solo and mobile or run a larger facility with a team, these insights will help you feel more confident navigating the numbers side of your business. Listen to the full episode as we discuss:

Different business models = different metrics: Profit margins and financial expectations will vary greatly depending on whether you're a solo mobile provider or running a larger clinic with staff and overhead.

Four main expense categories to track: Break down your budget into overhead, payroll, administrative/operational, and marketing to simplify tracking and avoid overwhelm.

Ideal budget allocation framework: Aim for 10% overhead, 50–55% payroll, 15–20% admin, and 5–10% marketing to maintain a healthy 20% profit margin.

Include yourself in the numbers: Don’t forget to calculate your owner salary in payroll and understand if you're measuring profit before or after owner compensation and debt payments.

Payroll is your biggest investment: Especially as you grow — plan for sustainable clinician and admin compensation while keeping overall costs in check.

Marketing fuels the business: Invest in consistent, strategic marketing to grow sustainably — and expect higher spend early on or during growth phases.

Profit is not a bad word: Profit allows your business to sustain, grow, and serve you and your community better — don’t be afraid to make money.

Are you interested in learning more about our K9Rehab Marketing platform? That is the only CRM and marketing software available in the market for canine rehab therapists, and it has been an integral component for our business and for dozens of our clients! Just follow the link for more info: https://k9rehabmarketing.com/ 

Book a FREE strategy call: https://calendly.com/thek9pt/strategy-call

Join our Canine Rehabpreneur Community: www.facebook.com/groups/k9rehabpreneur/ 

Download our fee calculator and training: https://thek9pt.mykajabi.com/Fee-calculator 

Download our 'marketing done easy' worksheet and training: https://www.k9ptacademy.com/marketing-done-easy 

...

Thank you so much for listening to this episode and if you found this content valuable here are some additional ways we can help each other:

1) Go to www.k9ptacademy.com for more resources on business ownership, including our free Fee Calculator and Marketing Done Easy worksheet

2) Send us your question or subscribe to our weekly newsletter by emailing us at [email protected] 

3) Share this episode with a colleague who might also find it helpful :-)

4) Leave us a 5-star review so we can expand our reach and help more folks

Welcome to The K9PT Academy podcast, the only podcast in veterinary rehabilitation & physical therapy that focuses on helping business owners and entrepreneurs build and scale a profitable and successful canine rehabilitation business! 

As the field of canine rehabilitation continues to grow, so does the competition—but that’s not a bad thing. In this episode, I reflect on why competition is actually good for our profession and how the real opportunity lies in standing out by creating an exceptional customer experience. I walk through what it takes to differentiate your business in today’s landscape—from refining your marketing message to developing a customer journey that resonates long before a client steps into your clinic. Listen to the full episode as we discuss:

Competition fuels innovation and helps increase awareness of canine rehab within the veterinary and pet communities.

Growth only comes to those willing to evolve—especially in their marketing, client experience, and pricing strategy.

There’s no such thing as “the best cheapest option”—you must charge appropriately for the level of service people actually want.

Customer experience begins before the first appointment—it starts with your marketing, messaging, and the first interaction (like a phone call or website visit).

A compelling intake call can turn a skeptical lead into an eager client—and that starts with clarity and connection.

Marketing is your biggest competitive advantage—not just clinical skills or fancy equipment.

Your business must evolve from how rehab marketing has traditionally been done—the next 20 years require a new approach.

Don’t center your message on convenience (like being mobile)—focus on communicating your value.

To stand out, create a cohesive customer journey that builds trust, educates, and delivers exceptional care.

Are you interested in learning more about our K9Rehab Marketing platform? That is the only CRM and marketing software available in the market for canine rehab therapists, and it has been an integral component for our business and for dozens of our clients! Just follow the link for more info: https://k9rehabmarketing.com/ 

Book a FREE strategy call: https://calendly.com/thek9pt/strategy-call

Join our Canine Rehabpreneur Community: www.facebook.com/groups/k9rehabpreneur/ 

Download our fee calculator and training: https://thek9pt.mykajabi.com/Fee-calculator 

Download our 'marketing done easy' worksheet and training: https://www.k9ptacademy.com/marketing-done-easy 

...

Thank you so much for listening to this episode and if you found this content valuable here are some additional ways we can help each other:

1) Go to www.k9ptacademy.com for more resources on business ownership, including our free Fee Calculator and Marketing Done Easy worksheet

2) Send us your question or subscribe to our weekly newsletter by emailing us at [email protected] 

3) Share this episode with a colleague who might also find it helpful :-)

4) Leave us a 5-star review so we can expand our reach and help more folks

Welcome to The K9PT Academy podcast, the only podcast in veterinary rehabilitation & physical therapy that focuses on helping business owners and entrepreneurs build and scale a profitable and successful canine rehabilitation business! 

We’ve officially hit the halfway mark of 2025 — and while this time of year is often full of reflection, for me, it’s also been filled with major life changes as we prepare for the arrival of our twins. In this episode, I share some personal stories and key lessons I’ve been reflecting on recently — both from life and business — and how those insights can help you reset and refocus your own goals for the remainder of the year. Whether your first half of 2025 has gone according to plan or completely off-track, this episode is about learning how to adapt, grow, and keep moving forward. Listen to the full episode as we discuss:

Plans are important — but flexibility is essential: No matter how much we plan, life and business will throw unexpected challenges. The key is to adapt with grace and resilience.

Your original plan from January probably looks very different now — and that’s okay: Most business owners have had to adjust due to hiring, space, caseload, or life events. Progress still counts, even if it looks different than expected.

Not achieving a goal doesn’t mean failure — it means an opportunity to reassess: Take time to reflect on what didn’t go as planned, what caused the delay, and what you can learn to move forward more effectively.

Your mindset is your biggest asset when facing delays or setbacks: Don’t let unfinished goals derail your motivation. Instead, reframe them as part of the journey.

Be kind to yourself and keep moving forward: It’s not about perfect execution. It’s about progress, learning, and making the second half of the year count.

Life and business are both unpredictable — build a strong foundation but be open to the journey changing shape.

Are you interested in learning more about our K9Rehab Marketing platform? That is the only CRM and marketing software available in the market for canine rehab therapists, and it has been an integral component for our business and for dozens of our clients! Just follow the link for more info: https://k9rehabmarketing.com/ 

Book a FREE strategy call: https://calendly.com/thek9pt/strategy-call

Join our Canine Rehabpreneur Community: www.facebook.com/groups/k9rehabpreneur/ 

Download our fee calculator and training: https://thek9pt.mykajabi.com/Fee-calculator 

Download our 'marketing done easy' worksheet and training: https://www.k9ptacademy.com/marketing-done-easy 

...

Thank you so much for listening to this episode and if you found this content valuable here are some additional ways we can help each other:

1) Go to www.k9ptacademy.com for more resources on business ownership, including our free Fee Calculator and Marketing Done Easy worksheet

2) Send us your question or subscribe to our weekly newsletter by emailing us at [email protected] 

3) Share this episode with a colleague who might also find it helpful :-)

4) Leave us a 5-star review so we can expand our reach and help more folks

Welcome to The K9PT Academy podcast, the only podcast in veterinary rehabilitation & physical therapy that focuses on helping business owners and entrepreneurs build and scale a profitable and successful canine rehabilitation business! 

In this episode, I dive into one of the most important lessons I’ve learned as a canine rehabpreneur and a soon-to-be father of twins: how we manage and prioritize our time—our most valuable asset. Whether you’re just starting your business or scaling it to new heights, the difference between staying stuck and moving forward often lies in how we make choices about our time. This episode is all about learning to focus on growth—not just staying busy. Listen to the full episode as we discuss:

Time is the greatest equalizer—everyone gets 24 hours, but how we choose to use them makes all the difference.

Business growth is inversely related to daily busywork—more time in the weeds means less time leading your business.

Choice management beats time management—it’s not about doing more, it’s about doing the right things.

Success requires stepping back to think strategically, not just grinding through a checklist.

Every quarter, identify 2–3 key focus areas that will create a domino effect in your business growth.

Busy ≠ productive—many rehabpreneurs get stuck doing minor tasks while avoiding the major ones that actually drive change.

Plan time to think, learn, and grow, or another month, quarter, or year will pass with no progress.

Your business is a vehicle to create the life you want—don’t let it take you away from the life you envisioned.

Are you interested in learning more about our K9Rehab Marketing platform? That is the only CRM and marketing software available in the market for canine rehab therapists, and it has been an integral component for our business and for dozens of our clients! Just follow the link for more info: https://k9rehabmarketing.com/ 

Book a FREE strategy call: https://calendly.com/thek9pt/strategy-call

Join our Canine Rehabpreneur Community: www.facebook.com/groups/k9rehabpreneur/ 

Download our fee calculator and training: https://thek9pt.mykajabi.com/Fee-calculator 

Download our 'marketing done easy' worksheet and training: https://www.k9ptacademy.com/marketing-done-easy 

...

Thank you so much for listening to this episode and if you found this content valuable here are some additional ways we can help each other:

1) Go to www.k9ptacademy.com for more resources on business ownership, including our free Fee Calculator and Marketing Done Easy worksheet

2) Send us your question or subscribe to our weekly newsletter by emailing us at [email protected] 

3) Share this episode with a colleague who might also find it helpful :-)

4) Leave us a 5-star review so we can expand our reach and help more folks

Welcome to The K9PT Academy podcast, the only podcast in veterinary rehabilitation & physical therapy that focuses on helping business owners and entrepreneurs build and scale a profitable and successful canine rehabilitation business! 

In today’s episode, we dive into the powerful concept of Red Ocean vs. Blue Ocean strategy—and how it directly applies to your canine rehab business. As our field grows, so does the competition. So how do we stand out without racing to the bottom on price? How do we build a brand and a client experience that clearly communicates the unique value we offer?

This conversation, originally inspired by a session from our Incubator Mastermind business coaching program, will help you understand how to create a business that’s not just competing in a crowded market, but standing apart in a category of its own. Listen to the full episode as we discuss:

Red Ocean = Competing on price and features, where the market is saturated, growth is limited, and clients choose based on price.

Blue Ocean = Creating your own space, where competition becomes irrelevant because your offering is unique, valuable, and deeply aligned with what clients want.

Price wars devalue your expertise and lead to burnout—clients don’t always choose the cheapest, they choose what they trust and value.

Your client experience is your greatest differentiator—what you do and how you make people feel speaks louder than any tagline.

Branding and marketing must clearly showcase your uniqueness, from your messaging and website to how you follow up with leads.

Don’t just try to be better—be different. Your goal is to educate the market on why your version of "canine rehab" is unlike anything else.

Systematize your operations, sales, and marketing so that everything supports a premium, personalized client experience.

The fortune is in the follow-up—build trust over time through nurturing systems, education, and authenticity.

Are you interested in learning more about our K9Rehab Marketing platform? That is the only CRM and marketing software available in the market for canine rehab therapists, and it has been an integral component for our business and for dozens of our clients! Just follow the link for more info: https://k9rehabmarketing.com/ 

Book a FREE strategy call: https://calendly.com/thek9pt/strategy-call

Join our Canine Rehabpreneur Community: www.facebook.com/groups/k9rehabpreneur/ 

Download our fee calculator and training: https://thek9pt.mykajabi.com/Fee-calculator 

Download our 'marketing done easy' worksheet and training: https://www.k9ptacademy.com/marketing-done-easy 

...

Thank you so much for listening to this episode and if you found this content valuable here are some additional ways we can help each other:

1) Go to www.k9ptacademy.com for more resources on business ownership, including our free Fee Calculator and Marketing Done Easy worksheet

2) Send us your question or subscribe to our weekly newsletter by emailing us at [email protected] 

3) Share this episode with a colleague who might also find it helpful :-)

4) Leave us a 5-star review so we can expand our reach and help more folks

Welcome to The K9PT Academy podcast, the only podcast in veterinary rehabilitation & physical therapy that focuses on helping business owners and entrepreneurs build and scale a profitable and successful canine rehabilitation business! 

In this episode, I unpack a conversation that came up repeatedly during recent strategy calls with canine rehabpreneurs—how to confidently raise your rates without fear, guilt, or second-guessing. If you've ever struggled with the thought of increasing your fees because of client pushback or fear of being judged, this one’s for you. We'll explore how money mindset, fear of rejection, and the psychology of pricing all play a role—and more importantly, how you can shift that mindset to build a more sustainable and profitable business.. Listen to the full episode as we discuss:

Fear of rejection—not pricing—often holds us back from charging what we’re worth.

Rejection isn’t personal: it’s usually due to a lack of trust, not your skill or value.

Trust takes time—successful selling requires nurturing systems, not just a one-time pitch.

Pricing communicates value—being “too cheap” can cause prospective clients to question your legitimacy.

Fear of judgment from peers, clients, or even family often drives underpricing.

Higher rates enable sustainability—to grow, delegate, and serve your clients better, you must charge accordingly.

You’re not charging more just to make more—you’re charging for the business you want to build.

The breakthrough starts with mindset—work on self-worth, confidence, and clarity around your value.

Are you interested in learning more about our K9Rehab Marketing platform? That is the only CRM and marketing software available in the market for canine rehab therapists, and it has been an integral component for our business and for dozens of our clients! Just follow the link for more info: https://k9rehabmarketing.com/ 

Book a FREE strategy call: https://calendly.com/thek9pt/strategy-call

Join our Canine Rehabpreneur Community: www.facebook.com/groups/k9rehabpreneur/ 

Download our fee calculator and training: https://thek9pt.mykajabi.com/Fee-calculator 

Download our 'marketing done easy' worksheet and training: https://www.k9ptacademy.com/marketing-done-easy 

...

Thank you so much for listening to this episode and if you found this content valuable here are some additional ways we can help each other:

1) Go to www.k9ptacademy.com for more resources on business ownership, including our free Fee Calculator and Marketing Done Easy worksheet

2) Send us your question or subscribe to our weekly newsletter by emailing us at [email protected] 

3) Share this episode with a colleague who might also find it helpful :-)

4) Leave us a 5-star review so we can expand our reach and help more folks

Welcome to The K9PT Academy podcast, the only podcast in veterinary rehabilitation & physical therapy that focuses on helping business owners and entrepreneurs build and scale a profitable and successful canine rehabilitation business! 

This week I made a huge announcement on my personal social media that I also shared with our Canine Rehabpreneur community that my wife and I will be having twins! As you can imagine, this incredible (and a bit terrifying) life-changing event has led towards a lot of reflection and planning for what lies ahead, and for this week's episode I wanted to share some of those thought with you. Listen to the full episode as we discuss:

- We often dwell on things we “should’ve” done earlier, but the truth is: we’ll never be younger than we are today—so start now.

- Wishing and waiting doesn’t create results—action in the present does.

- The decisions we make today shape our future more than regrets from the past ever will—what matters is what we do now.

- True success isn’t just about caseload or revenue—it’s about building a life and business aligned with your personal values.

- Happiness is already a form of success, as echoed by Carlos Alcaraz’s quote: “I’d choose happiness over massive success.”

- You can build a business that evolves with your life—what worked in your 30s may not work in your 40s.

- Time is fleeting—especially with family. Make conscious decisions about how you want to spend it.

- Working more hours or grinding harder isn't always the answer; instead, find balance and redefine what success means for you now.

- The “right” time is a myth—the best time is the one where you choose to move forward, even if imperfectly.

- Every phase of life and business brings new priorities—make sure your business supports, not competes with, your personal goals.

Are you interested in learning more about our K9Rehab Marketing platform? That is the only CRM and marketing software available in the market for canine rehab therapists, and it has been an integral component for our business and for dozens of our clients! Just follow the link for more info: https://k9rehabmarketing.com/ 

Book a FREE strategy call: https://calendly.com/thek9pt/strategy-call

Join our Canine Rehabpreneur Community: www.facebook.com/groups/k9rehabpreneur/ 

Download our fee calculator and training: https://thek9pt.mykajabi.com/Fee-calculator 

Download our 'marketing done easy' worksheet and training: https://www.k9ptacademy.com/marketing-done-easy 

...

Thank you so much for listening to this episode and if you found this content valuable here are some additional ways we can help each other:

1) Go to www.k9ptacademy.com for more resources on business ownership, including our free Fee Calculator and Marketing Done Easy worksheet

2) Send us your question or subscribe to our weekly newsletter by emailing us at [email protected] 

3) Share this episode with a colleague who might also find it helpful :-)

4) Leave us a 5-star review so we can expand our reach and help more folks

Welcome to The K9PT Academy podcast, the only podcast in veterinary rehabilitation & physical therapy that focuses on helping business owners and entrepreneurs build and scale a profitable and successful canine rehabilitation business! 

During our most recent Incubator Mastermind Retreat we covered a lot regarding business metrics and KPIs for canine rehabpreneurs, especially when it comes to making sense of those numbers so we can understand them better and make sound business decisions based off those numbers. With that in mind, I wanted to take a small part of that discussion to share with you all regarding the 3 main numbers we need to be tracking to help us build a sustainable canine rehab business. Listen to the full episode as we discuss: 

How tracking your number of leads, lead-to-evaluation conversion, and evaluation-to-POC conversion gives a clear picture of your business health.

How these 3 KPIs align with core business functions: marketing (leads), sales (lead conversion to eval), and retention (eval conversion to plan of care).

Why most canine rehab businesses only track revenue or total visits—but that data doesn’t help diagnose growth issues.

Why many canine rehab businesses fail simply because they aren’t tracking or reviewing these simple but powerful metrics.

The importance of avoid putting clinicians in the role of “salesperson”—support them with proper systems that build trust and educate clients ahead of time.

Including treatment in the initial evaluation helps build trust and makes the care plan recommendation more natural.

Knowing these numbers helps you identify the real bottleneck in your business—and take strategic action to fix it.

Are you interested in learning more about our K9Rehab Marketing platform? That is the only CRM and marketing software available in the market for canine rehab therapists, and it has been an integral component for our business and for dozens of our clients! Just follow the link for more info: https://k9rehabmarketing.com/ 

Book a FREE strategy call: https://calendly.com/thek9pt/strategy-call

Join our Canine Rehabpreneur Community: www.facebook.com/groups/k9rehabpreneur/ 

Download our fee calculator and training: https://thek9pt.mykajabi.com/Fee-calculator 

Download our 'marketing done easy' worksheet and training: https://www.k9ptacademy.com/marketing-done-easy 

...

Thank you so much for listening to this episode and if you found this content valuable here are some additional ways we can help each other:

1) Go to www.k9ptacademy.com for more resources on business ownership, including our free Fee Calculator and Marketing Done Easy worksheet

2) Send us your question or subscribe to our weekly newsletter by emailing us at [email protected] 

3) Share this episode with a colleague who might also find it helpful :-)

4) Leave us a 5-star review so we can expand our reach and help more folks

Welcome to The K9PT Academy podcast, the only podcast in veterinary rehabilitation & physical therapy that focuses on helping business owners and entrepreneurs build and scale a profitable and successful canine rehabilitation business! 

Building and running a canine rehabilitation business, and it does certainly come with its set of challenges that as business owners we have to deal with. So, how do we keep moving forward besides all those challenges? What do we to to keep moving forward when we feel stuck and nothing seems be going in our favor? Listen to the full episode as we discuss: 

Many rehabpreneurs get stuck in the early stages of business because they over-plan and under-act.

Success doesn’t require a perfect business plan — it requires consistent forward movement and a resilient mindset.

Entrepreneurial progress happens through mindset shifts, not just strategy: grit, relentlessness, and smart decision-making are key.

Awareness is the starting point — only by understanding the real problem can you gain clarity, focus, and take meaningful action.

Hustling isn’t the goal — implementation of the right things is what leads to results, not just working harder.

Resentment is common even among “successful” business owners who never planned for sustainability or freedom.

Burnout often comes from lack of strategic thinking, not lack of effort. Entrepreneurs must make space for reflection and planning.

Every breakthrough you want is on the other side of a hard decision — don’t avoid it, face it with clarity and focus.

Are you interested in learning more about our K9Rehab Marketing platform? That is the only CRM and marketing software available in the market for canine rehab therapists, and it has been an integral component for our business and for dozens of our clients! Just follow the link for more info: https://k9rehabmarketing.com/ 

Book a FREE strategy call: https://calendly.com/thek9pt/strategy-call

Join our Canine Rehabpreneur Community: www.facebook.com/groups/k9rehabpreneur/ 

Download our fee calculator and training: https://thek9pt.mykajabi.com/Fee-calculator 

Download our 'marketing done easy' worksheet and training: https://www.k9ptacademy.com/marketing-done-easy 

...

Thank you so much for listening to this episode and if you found this content valuable here are some additional ways we can help each other:

1) Go to www.k9ptacademy.com for more resources on business ownership, including our free Fee Calculator and Marketing Done Easy worksheet

2) Send us your question or subscribe to our weekly newsletter by emailing us at [email protected] 

3) Share this episode with a colleague who might also find it helpful :-)

4) Leave us a 5-star review so we can expand our reach and help more folks

Welcome to The K9PT Academy podcast, the only podcast in veterinary rehabilitation & physical therapy that focuses on helping business owners and entrepreneurs build and scale a profitable and successful canine rehabilitation business! 

Marketing your canine rehab practice can feel overwhelming with all the noise out there—but it doesn’t have to be. In this week’s podcast episode, I’m breaking down what I believe are the 3 key facets of marketing for any canine rehab business, whether you’re solo, mobile, brick-and-mortar, or growing a team. Listen to the full episode as we discuss: 

Canine rehab marketing should be built on three pillars: digital, external, and internal strategies.

Google (especially Google My Business) should be the primary digital focus due to its effectiveness and low cost.

Social media is better for brand awareness and education, not short-term client acquisition.

External marketing (e.g., vet referrals, events, partnerships) is valuable but time-intensive and inconsistent.

Internal marketing focuses on turning current clients into repeat or referral clients through word-of-mouth and wellness programs.

Relying on only one type of marketing creates instability—diversify efforts across all three areas.

As your business grows, delegate tactical tasks so you can focus on strategic planning.

Track your marketing metrics (lead source, conversions, spending behavior) to make smarter, data-driven decisions.

Tailor your marketing efforts to what your business needs at its current stage, not based on trends or pressure from others.

Are you interested in learning more about our K9Rehab Marketing platform? That is the only CRM and marketing software available in the market for canine rehab therapists, and it has been an integral component for our business and for dozens of our clients! Just follow the link for more info: https://k9rehabmarketing.com/ 

Book a FREE strategy call: https://calendly.com/thek9pt/strategy-call

Join our Canine Rehabpreneur Community: www.facebook.com/groups/k9rehabpreneur/ 

Download our fee calculator and training: https://thek9pt.mykajabi.com/Fee-calculator 

Download our 'marketing done easy' worksheet and training: https://www.k9ptacademy.com/marketing-done-easy 

...

Thank you so much for listening to this episode and if you found this content valuable here are some additional ways we can help each other:

1) Go to www.k9ptacademy.com for more resources on business ownership, including our free Fee Calculator and Marketing Done Easy worksheet

2) Send us your question or subscribe to our weekly newsletter by emailing us at [email protected] 

3) Share this episode with a colleague who might also find it helpful :-)

4) Leave us a 5-star review so we can expand our reach and help more folks