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The Crazy Dog Mom Grows From Etsy Shop to Brick-and-Mortar Community Favorite

Amanda Ballweg's creativity and entrepreneurial spirit has helped her grow and evolved her small business.

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The Crazy Dog Mom, Stoughton, WI

OWNER: Amanda Ballweg | FOUNDED: 2017 | LOCATIONS: 1 | AREA: 780 square feet | WEBSITE: thecrazydogmom.com | SOCIAL MEDIA: Facebook, Tiktok, Pinterest, Instagram & Youtube: @thecrazydogmomshop | Opened featured location: 2021 | TOP BRANDS: The Crazy Dog Mom/Excite Bites, The Natural Dog Company, Vital Essentials, BARK, ZippyPaws, SnugArooz, Big Moods, Injoya, Mighty Paw, Woof Pupsicle, SodaPup, WestPaw, TacoCat, foufouBrands, Woof & Wonder


Amanda Ballweg and Koa

I DO ALL the things,” says Amanda Ballweg, owner of The Crazy Dog Mom in Stoughton, WI. “Customer service, marketing, social media, event planning, outreach, cleaning, graphic design, inventory … everything.” And when she says everything, Ballweg means it. She’s a staff of one with a strong driving force to give her customers only the best.

The boutique’s high-end design, products, events, and even her passionate clientele, all reflect Ballweg. She and Quality Control Manager Koa, her Siberian Husky who wears a tie to work, make customer connections and experiences for both dogs and humans a high priority.

The shop stocks fun and innovative treats, toys, clothing and gift products, and hosts events to increase brand awareness. She says, “I like to say that we aren’t a pet store, we’re a dog boutique.”

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One to Grow On

Although the storefront opened in 2022, Ballweg’s one-businesswoman show started in her early 20s when the budding entrepreneur designed a dog-leash holder and posted it in a local Facebook buy-and-sell group. She then expanded to a product line, added an Etsy shop, and sold through pop-ups at local events and craft fairs.

Enjoying the in-person connection with customers, Ballweg began planning to open a brick-and-mortar store. But when her Siberian Husky, Kiara — who inspired her business — suddenly passed at 9 years old due to bleeding masses on her spleen and liver, she put the brick-and-mortar dream on hold.

Enter 2020. Again inspired by Kiara, the entrepreneur started making dog treats at home during the pandemic for her next dogs, Koa and Husky-mix Ryuk.

Changing her business’s focus to single-ingredient dog treats, Ballweg bought a van, converted it with the help of her brother-in-law, and started Wisconsin’s first dog-treat truck, out of which she sold treats, shirts, can coolers and dog bandanas. A year later, she sold the treat truck and opened The Crazy Dog Mom’s first storefront, moving a year later to the store’s current downtown location.

That move made a big difference to her business. People are already out and about downtown — shopping, going out to eat and/or getting drinks — so it’s not an extra stop for them to come into the shop. Ballweg adds, “Stoughton hosts events that take place right downtown, and now I get to be a part of them.”

The boutique’s name directly states whom it’s for. To her, “crazy dog mom” means a pet parent who’ll do anything to give their pup the best life they possibly can. “Of course, dog dads, dog grandparents and dog lovers are all very much welcome, too.”

CLEAR & UNCLUTTERED. Ballweg takes a minimalist approach to store design. The center remains clear for ease of movement and for events.

One of a Kind

Ballweg didn’t plan on such a small store, 780 square feet, but when the downtown rental space became available, she jumped at it. The retail section takes up 500 square feet, with the backroom used for office space, storage and making products.

The size allows Ballweg to interact more with shoppers. “If I see them looking at something with a confused expression, I can give them details without them needing to ask,” she explains, adding that people won’t buy something they don’t understand.

The all-white, minimalist interior resembles a high-end human boutique, with cube, floating and metal shelves displaying merchandise. Her goal was for a clean and simple look, without slat walls, gondolas or clutter.

“I hate going into pet stores with my dog that are cluttered,” Ballweg says, “because I feel like my dog is going to knock everything over just from walking by or I feel like I can’t move without running into something.”

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One For the Money

The small space limits inventory, so Ballweg doesn’t carry pet food, which she never really wanted to sell anyway. Treats, toys and pet-themed T-shirts rank one, two and three in top-selling categories, with The Crazy Dog Mom only offering the treats Ballweg makes. With just one or two ingredients, human-grade, they remain her top sellers because, she says, her customers are really cautious about what they feed their pets.

Although dog products make up most of the inventory, Ballweg sells some cat items. The shop is particularly known for the selection of T-shirts for pet parents she designs and prints herself. “People can see the shirts from outside,” she says, “and that’s what draws a lot of people into the store, because of the funny sayings.” T-shirts and sweatshirts rotate seasonally, with around eight or nine different sayings, including “Being a Dog Mom Is My Happily Ever After” and “My Cat and I Talk Shit About You.”

The boutique also carries gifts and products for the home, everything from earrings with different breeds to pet bandanas with matching scrunchies for the humans. Revenue has grown for the past three years — from its start as a treat truck, to the storefront, to moving the storefront location to downtown — and the business is on track to increase sales for a fourth.

STRIKE A POSE. The store has holiday and seasonal photo sets, plus the permanent chair (bottom right) pups can jump up on for a pic.

The One For Fun

Ballweg hosts a variety of in-store events, which play an important role in creating her customer experience. Activities take place at least once a month, with more during the fourth quarter. Typical human-focused holidays and gatherings turn into events such as Easter Egg Hunt for Dogs, Puparitaville Party, Barktoberfest, and Dog Photos With Santa.

DIY workshops play a big part, too. Recent ones include making your own snuffle mat — with tips on providing mental stimulation — and decorating a dog bandana. For Dog Mom Day, the boutique hosted a brunch with light snacks and a non-alcoholic mimosa bar, and attendees made gemstone bracelets with paw prints. The Crazy Dog Mom also holds classes for CPR and First Aid certification every April for Pet First Aid Awareness Month.

The boutique’s size allows for workshop attendance of up to 10 people. Prices vary per workshop, from $25 for the Dog Mom brunch to $30 for the snuffle mat workshop. During the brunch, Ballweg offered a small discount on purchases. For the other workshops, she connects the products that she sells to the workshop and people tend to buy them.

Ballweg says, “While my workshops do help bring in money, it’s my monthly events and parties that contribute the most and that people love the most.” She explains, “The events are to gain attention from new customers, give customers a reason to come in, and they do increase our sales. But mostly I do them because I want my store to be a place people can bring their dog to, to celebrate things that are normally for people.”

Store brand Excite Bites are The Crazy Dog Mom’s top seller.

One to Count On

Help has come in the form of Ballweg’s significant other, Sam Griese, who joined her in the store this year, making products and helping shoppers at the cash register. It allows her to concentrate on the back-end part of the business and her next goal: growing her online presence. She has a solid start with nearly 5,000 followers across her socials.

Ballweg continues to hone in on treating customers like people, though, not just sales, and making a difference in their lives. For example, during Barktoberfest a customer came in with an elderly rescued dog who had a host of health problems. The customer spent the visit spoiling her dog with a dog beer flight, watching her pup paint a canvas, and shopping. Soon after, the dog passed. The pet parent contacted Ballweg, thanking her for helping to create a cherished memory for their last adventure together.

Another customer almost cried because her reactive dog was acting like the playful, cheery dog they see at home, but no one else gets to see. Her dog felt comfortable and safe enough to play with toys in the boutique during a private shopping session, which the store offers free by appointment.

The Crazy Dog Mom has unquestionably built a loyal community of crazy dog moms and dads. Ballweg knows all the regular clientele and their pets by name and really connects with them. “I’m giving people a place to bring their dog that their dog loves to come to,” she says. “I’m giving them an experience they get to share with their dog.”

Customers will return on Feb. 29, 2028, to open The Crazy Dog Mom time capsule.

Five Cool Things About The Crazy Dog Mom

1. SIMPLE INGREDIENTS: With Excite Bites Dog Treats, Ballweg has full control over ingredients, such as using human-grade meat and organs from a local meat market. The name of the treat identifies the ingredients, with nothing else added. Customers love to hear that she makes them herself. The line consists of Turkey Turmeric, Beef Spleen, Beef Liver, Lamb Liver, Turkey Pumpkin, Salmon, and the newest, Turkey Hearts.

2. IN-STORE SMOOTHIES: Ballweg makes and sells fresh Doggie Smoothies. The flavor changes monthly and reflects the season. (Two end-of-year flavors: Pumpkin Pie and Fruit Cake.) The smoothie comes in to-go containers so pet parents can pour the smoothie into molds and freeze for treats, spread on a lick mat or stuff in a treat toy — if their pup will wait. They retail for $4.99, with an additional $1 charge for Excite Bite toppings.

3. SAY CHEESE: The back of the retail space features a photo opp area that changes its displays and props monthly to reflect a current holiday or season. Shoppers snap photos of their dogs to share on social media, even sometimes bringing in their human kids for a session.

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4. TIME TRAVEL: To celebrate the extra day in 2024, The Crazy Dog Mom hosted a Leap Year Time Capsule for Dogs event. Ballweg explains, “We had people bring in a special item of their dog’s to be put into a time capsule and had them fill out a questionnaire on their dog’s behalf to share all of their current favorite things. If anyone couldn’t decide what to bring, we offered peanut butter paintings so the dog could make a piece of art to be put into it. The time capsule has been sealed, and we plan to invite everyone back in 2028 to open it. Four years is a long time for dogs, so sadly some might not be with us when the next Leap Year comes around. I know it will be hard for those people when it comes time to open the time capsule and see what they put in, but I think it will also be a really special moment for them, to be able to look back on 2024 with their dog.”

5. WAG THE TAGLINE: “Your Dog’s Favorite Store” runs across the boutique’s door in all caps, but on the lower half at the dog’s level. Ballweg strategically placed it there so people could easily take a picture of their pup with it.

PHOTO GALLERY (8 IMAGES)

JUDGES’ COMMENTS
  • “This is a sweet little shop. The shop aesthetic is clean, organized and bright, and the white paint helps it feel airy and shoppable. It’s tough to get repeat customers if you don’t sell food, so I really enjoyed reading about all of Amanda’s community events and workshops. DIY snuffle mat workshop? Yes, please! This is a really great little small business. I hope Amanda continues growing her revenue, and serving her community of dog moms.” — Molly Lewis, Dog River Pet Supplies
  • “You definitely distinguished yourself from the common pet store. Your minimalist approach has really created a boutique feel.” — Shelly Armstrong, World Pet Association
  • “The store’s interior made me think of a high-end baby boutique. I like the use of open spaces and the negative space around product; it makes the store special. Fixtures are supposed to be invisible; the white fixtures make the merchandise pop. Unique and upscale floor, too! The exterior is cute and well done. Nice touch adding the “Your dog’s favorite store” at dogs’ eye level. On the website, the pop-up for a mystery offer is cool. The site itself is fun and easy to navigate. I especially liked that customers can add events to their online calendars with just a click of a button.” — Paige Kraemer, ABOC, Sales Consultant – Georganne Bender, KIZER & BENDER Speaking!
  • “Good community involvement and connection to other small businesses.” — Paige Kraemer, ABOC, Sales Consultant – Todd Dittman, IndiePet

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