20/06/2025
Business is hard.
It’s meant to be.
Because if it was easy, everyone would be doing it.
We see the messages all the time.
In our inbox, DMs, comments, all across social media.
“I really wanted to invest, but I can’t leave my dogs.”
"Money is so tight right now."
“The travel and hotel are too much.”
“I’ve just paid for another course so now isn’t the right time.”
"There's just so much going on at the moment, when this part of my life has passed and I've spent time doing this thing then I can do that thing."
Let’s be honest, we're all guilty of saying things like this. And the harsh truth, they're just excuses because this is life. It doesn't get easier, different challenges come up. It's like trying to decide when the best time is to bring a new dog in to your life or have kids or quit the full time job so that you can go all in on the dog business.
There just isn't a right time.
This isn’t about investing in us. It’s about investing in you.
Because if nothing changes… nothing changes.
And you already know that.
How long have you been saying some of the above phrases or something similar?
Here’s what we don’t talk about enough:
It’s supposed to feel uncomfortable.
It’s supposed to feel terrifying.
Your brain is designed to keep you safe, and it's much safer to be in the s**t that you know, than be in the s**t that you don't know.
But this is how growth starts.
When I (Jo) invested £10k in my first mentor, I was terrified.
I was pregnant.
Living in two rooms of a torn-up cottage with two huskies.
No income. No car. A tonne of fear.
I didn’t even tell Darren about that investment. I put it on a credit card that I had.
I cried a day after I paid. Not metaphorically.
Real, ugly crying.
I rang the company, shaking, and said:
“I think I’ve made a huge mistake. I need to pay my bills next month. Can I have my money back?”
They said no.
But they said it in the best possible way (which of course I didn't realise back then and just thought they were wankers):
“This is exactly why you need us.”
I hated myself for jumping in.
I felt reckless. Embarrassed. And like I'd ruined life and lost all this money that I now have to pay back that I haven't got.
The next 24 hours were brutal.
But something shifted.
I thought:
I clearly wanted it, otherwise I wouldn't have bought it.
So what if instead of spiralling, I made it count?
I decided that if I couldn’t go back, I was going forward.
I did things that I didn't even know I had in me, all through the support of that mentor. I thought, if I literally do everything you tell me then surely this has to work, you've done it! So why not me? So, I:
💥 Raised my prices
💥 Started asking for payment on the phone
💥 Picked up the phone when I didn’t want to
💥 Put myself out there, even when it felt cringey
💥 Focused only on what would actually move the needle
And in that first month?
I made £14,000 in sales.
Just me. No team. No social media. No email marketing. No website. No paid ads. Just focusing on areas I needed to focus on.
This happened because I backed myself.
And you know what?
It was the best damn decision I ever made.
We’re not saying come to the CBA Conference because it’s “nice.” It's an investment. One you're probably saying to yourself that you might not be able to afford when you add everything up. It's a good chunk of money. Ticket price, hotel, travel, getting dogs taken care of.
We’re saying get yourself in the room because it’s necessary to change the story.
The industry tells you you need more knowledge. More CPD. More qualifications. Trust me, I've totted up I've invested over £100k in my dog knowledge over the years! And that feeling of still not being a good enough trainer, is still there.
You probably already know enough.
You just need your business to work better.
So you can use that knowledge.
So you can reinvest in what lights you up.
So you can actually move forward with your life and start enjoying yourself.
Being in the right room has changed everything for us.
And now we’re building that room for you.
🎟️ https://www.caninebusinessacademy.com/the-cba-conference-2025
Your story doesn’t stop here.
Jo & Vicky x
