Introduction
Founded in 1998 by best friends Pam Ahart-Steward and Beth Greenberg Cotell, All Friends Pet Care has become a household name for pet owners in the Northern Virginia suburbs of Washington, DC. Over the past 26 years, Pam and Beth have built their business from the ground up, growing rapidly and managing thousands of clients with a team of up to 90 pet sitters at their peak. A major turning point in their growth and efficiency came with the adoption of Time To Pet, a pet care management software designed specifically for pet sitting businesses. This tool has been instrumental in streamlining their operations, managing finances, and allowing them to focus on what they do best—caring for pets and growing their business.
Pam and Beth's story is a testament to the power of partnership, innovation, and adaptability. Their success also highlights the importance of finding the right tools—like Time To Pet—to scale efficiently and provide top-tier service.
Entrepreneurial Beginnings
Pam and Beth's entrepreneurial journey began, fittingly, with their deep love of animals. However, as entrepreneurs, they didn't have much business experience when they first founded All Friends Pet Care in April 1998. In fact, one of their most memorable moments early on was an unexpected encounter with Patti Moran, the founder of Pet Sitters International (PSI), and widely considered the pioneer of the professional pet sitting industry.
“We were on our way to one of our very first pet sitting conferences, and we just happened to be on the same shuttle bus as Patti Moran,” Beth recalled. “We bounced onto the bus, and introduced ourselves, sharing that we were new to the pet-sitting business, and were excited about the conference, and learning how to build a successful business. Patti was so kind and encouraging—she told us, 'Keep going. You're doing the right thing by investing in yourself and your business.'”
This encouragement from a respected industry leader stayed with Pam and Beth and gave them the confidence to continue growing, despite the early challenges.
Their love for animals and entrepreneurial spirit quickly drove them to dive full-time into the pet care world after running their business for just nine months. But they had to learn along the way, often through trial and error. Beth called it the “bandaid method” of growth:
“We grew phenomenally quickly, but we managed everything via the “bandaid method”: whenever there was a new challenge, we'd slap a bandaid on it and keep moving. We were working until 1:00 AM answering client emails, Googling things we didn't know about certain rare pets, and booking jobs with a subpar reservation system. We were working so much harder than we should have been,” Beth shared.
The Power of Partnership
Pam and Beth's friendship, which dates back to their early childhood, has been the foundation of their success. Many people caution against going into business with friends, but Pam and Beth's partnership has defied those warnings.
“I knew when I was low, Beth would lift me, and when she was low, I'd lift her. There's no one else I'd want to share my dreams with,” Pam explained.
Their complementary strengths have been key to their long-standing success. Pam, who describes herself as the more “boisterous” one, was naturally the face of the business, while Beth took on more behind-the-scenes responsibilities, including managing finances.
“We quickly found out in the business who was good at what,” Pam noted. “I tried to take on the financial realm, but I wasn't good at that, so I quickly turned it over to Beth, since she's really good with numbers!”
This clear division of roles, mutual respect, and shared passion for their work has been crucial in helping them grow All Friends Pet Care into one of the most successful pet sitting businesses in the region.
Time To Pet: The Game-Changing Tool
As All Friends Pet Care grew rapidly, Pam and Beth needed a reservations system that could handle the complexity of managing a large number of clients and pet sitters. Their previous software systems were unable to keep up with the increasing demands of the business.
“At one point, we had something like 2,100 clients and up to 90 pet sitters. It was imperative that we have a system that could not only manage that quantity of reservations, clients, and sitters but manage it in a way that made our jobs easier,” Beth explained.
They had been using Power Pet Sitter for nine years but found it lacking, especially as the business continued to grow. “It wasn't robust enough, and they weren't growing or evolving to meet our needs,” Beth noted.
That's when they discovered Time To Pet, switching over in July 2015. Right from the start, Pam and Beth could tell this software had the potential to transform their operations. “We trialed Time To Pet, and we could see that even with limited features at that early stage, it was better than what we were using. So we jumped in,” Beth said.
Beyond just scheduling and invoicing, Time To Pet offered a wide range of features designed specifically for the pet care industry. Pam emphasized this point:
In May 2019, Beth and Pam were able to close their physical office because Time To Pet gave them the ability to operate fully remotely, utilizing its cloud based software. They moved back into their home offices, and today, while they still see each other multiple times a week, they noted the investment in Time To Pet gave them the freedom to work cohesively, while at the same time being completely remote. Money that would have previously gone to rent was now able to go back into their business.
One of the most impactful features of Time to Pet for Beth and Pam was automated invoicing and payment processing. This allowed them to streamline their cash flow, eliminating the need to manually chase down payments.
Another key feature was the reporting system, which helped Pam and Beth analyze their business performance, understand what was working, and make informed decisions. “Reports are a big one for me—seeing what's working and what's not. Whether it's client retention, revenue tracking, or sitter performance, Time To Pet allows us to track it all, which has been incredibly helpful,” Beth explained.
The messaging system in Time To Pet also streamlined communication with clients and sitters. Whether it was handling cancellations, sending mass updates, or dealing with emergencies, Time To Pet made the process quick and easy. Pam and Beth appreciated the previously scheduled and preferred sitter feature, which helped them find backup care in case of emergency, saving time and stress.
“When a blizzard hit, we were able to send one quick email to notify all our clients. Other businesses might be stuck calling or texting each client individually,” Pam noted.
A Personal Touch: Time To Pet's Exceptional Customer Service
From the very beginning, Pam and Beth were impressed with the level of customer service they received from Time To Pet, particularly in the early days when they worked closely with Mike Grenier and Kyle Thielk, the software's co-founders, just as Time To Pet was in its infancy.
“I remember in the early days, we'd give feedback to Kyle, and within a day or two, he'd tell us they'd implemented our suggestions. It really felt like Time To Pet was being built out for our specific needs,” Beth said. The feeling was mutual, as just as much as Time To Pet was rolling out features, Pam and Beth were providing the hallmark feedback that Time To Pet encourages and implements from its customers to this day.
As Time To Pet grew and expanded, Pam and Beth continued to receive the same level of personalized service, even as Time To Pet's team grew.
“Even now, when I email support, I get the same professionalism and fast response that I got from Kyle in the early days. That level of service has not dropped off at all,” Beth noted. While the Time To Pet team has grown, Beth noted its entire team has remained focused and dedicated to their customers' success.
Impact on Pet Sitter Retention and Client Tipping
One of the unexpected benefits of using Time To Pet's payment processor was the impact it had on staff retention and client tipping. Time To Pet's automated tipping feature made it easy for clients to add tips to their payments, which not only increased the amount of tips but also helped Pam and Beth retain their best sitters.
Looking Ahead: A Future with Time To Pet and Monarchs in Motion
As Pam and Beth look to the future, they are excited not only about growing All Friends Pet Care back to its pre-COVID size, but also about expanding their reach and giving back to the pet parents and pet care community. They are looking forward to getting more involved in their local rescues and charity fundraisers, as they are a very reputable visible brand in their area. One of the most significant developments in this vision is their new initiative, Monarchs in Motion.
Monarchs in Motion was born out of Pam and Beth's personal experience of growing All Friends Pet Care rapidly, often without much formal business training. Their goal is to help women entrepreneurs in the pet care industry navigate the challenges of running a business while focusing on both personal and business self-care.
“We chose the butterfly for the Monarchs logo… resilience, transformation, hope,” says Pam. “The older you get, the more you realize that we really do need to encourage each other in a sometimes such a dark world. It's why pets give us so much light and love…”
“Our slogan is 'Self-care means business,'” Beth explained. “We created Monarchs in Motion to provide support, community, and coaching to women in the pet industry, helping them set goals and find balance in their professional and personal lives.”
With Time To Pet streamlining their operations and Monarchs in Motion providing a platform for giving back, Pam and Beth are not only planning for future business growth but also creating a lasting impact on the broader pet care community that gave so much to them.
Conclusion
All Friends Pet Care's success story highlights the importance of strong partnerships, adaptability, and using the right tools to grow and thrive in a competitive industry. Pam and Beth's journey from best friends to successful entrepreneurs illustrates how passion, hard work, and the right technology can drive long-term success. Time To Pet has played a crucial role in helping them manage their operations, grow their business, and continue providing top-tier service to their clients.
Their new initiative, Monarchs in Motion, shows their commitment to giving back to the industry that helped them succeed. By offering personal and professional support to women in the pet care industry, they are fostering a community of empowered entrepreneurs who are equipped to build profitable and fulfilling businesses.
With Time To Pet at the core of their operational success, Pam and Beth are poised for continued growth and innovation in the pet care industry.
