The Pet Accountant was formed by Vicky Clark to help Pet Professionals around the UK with their finances. The Pet Accountant which is a trading name of Thomas & Clark Ltd is run by two accountants, Vicky Clark and Lee Thomas. With over 10 years of experience combined, Vicky and Lee work with Sole Traders, Partnerships, and Limited Companies of various sizes. We have created this podcast to talk about those tricky topics and to bring in experts to cover everything to do with business from accounting to social media.
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Données mises à jour le 27/10/2026
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Why Your Personal Brand Matters More Than Your Logo
Épisode 138
lundi 19 octobre 2026 • Durée 39:38
Are you hiding behind your business logo instead of showing potential clients who you really are?
In this episode, Vicky explores why building a personal brand is becoming increasingly important for pet professionals and how showing your face, sharing your knowledge and communicating your values can help attract more of the right clients.
Whether you're a dog walker, groomer, trainer or another pet service provider, your clients aren't simply paying for a service. They're trusting you with a much-loved member of their family.
And trust starts long before someone makes an enquiry.
Vicky explains why posting endless pictures of dogs isn't always enough to stand out in a competitive market, and how showing the person behind your business can make a real difference.
In this episode, she discusses:
Why people connect with people, not just business logos
How showing your face helps build trust with potential clients
The importance of having one clear unique selling proposition (USP)
Why consistently communicating what makes your business different is essential
How to create simple, useful videos without needing expensive equipment
Why you don't have to share your private life to build a personal brand
How your personal brand supports your pricing and market positioning
Why generic claims like "we love dogs" aren't enough to stand out
Vicky also shares a simple challenge you can put into practice straight away.
Look at your last nine social media posts. Do they tell potential clients who you are, what makes you different and why they should trust you?
Then write down the one thing you want your business to be known for and create a short video explaining it.
You don't need to become a social media influencer. You just need to help potential clients get to know the person behind the business.
Because people are far more likely to trust someone they already feel they know.
Podcast Sponsor – Lopay
This episode is proudly sponsored by Lopay, the low-cost payment platform that helps small businesses keep more of the money they earn.
Find out more about Lopay and how it can support your pet business here:
If you're serious about growing your pet business, you need to be in the room.
Following a sold-out 2026 event, Pet Pro Expo returns in 2027 with more expert advice, practical business strategies and opportunities to connect with like-minded pet professionals.
To find out how Vicky, Lee, and the team can help your pet business grow. 🐾
Pet Pro Expo 2026: What Happened and What's Coming in 2027?
Épisode 137
lundi 12 octobre 2026 • Durée 46:23
Pet Pro Expo 2026 was a sell-out success! But what made it so special, and what's next for 2027?
In this episode, Vicky takes us behind the scenes of Pet Pro Expo 2026, reflecting on an incredible weekend of learning, networking and business growth for UK pet professionals.
From inspiring speakers and practical business advice to new friendships and lasting connections, the event proved just how powerful the pet business community can be when everyone comes together.
Vicky shares the highlights, the lessons learned and some exciting plans for an even bigger and better event in 2027.
In this episode, she discusses:
Why Pet Pro Expo 2026 sold out months in advance
The incredible feedback from attendees and speakers, including Jason Grayson and Charlotte
How networking, WhatsApp groups and accountability buddies are helping pet professionals support one another
The success of the new Growth Room, featuring practical advice and business hot seats
Why making small changes to your pricing could help cover the cost of attending
The importance of building your personal brand and showing the person behind your pet business
What didn't quite go to plan and how the team will improve things for 2027
Exciting plans for the 2027 Six-Figure Business Panel, featuring real pet business owners sharing how they grew their businesses
Vicky also takes a moment to thank the sponsors, speakers and attendees who helped make the event possible.
And with tickets for 2027 already attracting interest, now is the time to start planning if you want to be part of it.
Pet Pro Expo isn't just about attending a conference. It's about leaving with ideas, connections and the confidence to build a better pet business.
Key Takeaways
Pet Pro Expo 2026 sold out months in advance, highlighting the demand for practical business education within the pet industry.
Networking and community support can be just as valuable as the advice shared on stage.
The P.R.I.C.E Framework Part 5 - Evaluation
Épisode 136
lundi 28 septembre 2026 • Durée 36:40
You’ve changed your prices. But how do you know if the change actually worked?
In the final episode of Vicky’s P.R.I.C.E Framework, we reach the last and arguably one of the most important stages: Evaluate.
The P.R.I.C.E Framework takes pet business owners through five stages: Position, Review, Implement, Communicate and Evaluate. But it isn't a one-off exercise, it's a cycle designed to help you continually improve your pricing as your business evolves.
Vicky explains why you shouldn't judge a price change based on one client leaving or a couple of quiet days. Instead, you need to give your changes time and look at the data.
In this episode, she discusses:
The eight areas you should evaluate after changing your prices
Why revenue and profit tell very different stories
Tracking your average transaction value and client numbers
How pricing changes can improve your capacity and workload
Why losing a few clients isn't necessarily a bad thing
Assessing whether you're attracting a better mix of clients
How client feedback can help you refine your services
Why how you feel about your business matters too
Setting a review date rather than reacting emotionally
Using what you've learned to adjust and repeat the process
A successful price increase doesn't necessarily mean keeping every single client.
If you're earning more profit, working fewer hours, creating more capacity or attracting better-fit clients, losing a small number of customers could actually leave you with a stronger business.
There is no single perfect price.
Your costs change. Your business changes. Your goals change. And your pricing should change with them.
Evaluate. Learn. Adjust. Then start the cycle again.
The P.R.I.C.E Framework Part 4 - Communication
Épisode 135
lundi 14 septembre 2026 • Durée 41:04
Do you tell clients your price and then immediately feel the need to justify or apologise for it?
In this episode, Vicky explores the next crucial part of a strong pricing strategy: communication.
Setting the right price is only half the battle. If you don't clearly communicate the value behind your service, potential clients are left with just one thing to compare — the number.
Vicky explains why pet professionals need to move the conversation away from “How much does it cost?” and towards “What am I actually getting for my money?”
In this episode, she discusses:
Why apologising for your prices immediately undermines your value
How the language you use can influence a client's perception of price
Why you should communicate the problem you solve, not simply what you charge
How to explain everything that's included within your service
Why asking questions before discussing price can lead to better client conversations
How to communicate a price increase confidently and professionally
Why you don't need to defend your prices by talking about competitors
How positioning and marketing can set expectations before a client even contacts you
Vicky also explains why a price objection doesn't automatically mean your price is wrong.
Not every potential customer needs to become your customer.
When you understand your value, position your business correctly and communicate with confidence, you're far more likely to attract clients who appreciate what you provide rather than those simply looking for the cheapest option.
Stop apologising for your price. Start communicating your value.
Takeaways:
Don't apologise for your pricing; it can undermine confidence in your service.
Clients can only appreciate your value if you clearly communicate it.
The P.R.I.C.E Framework - Part 3 - The Power of Implementation
Épisode 134
lundi 7 septembre 2026 • Durée 31:03
How much business advice have you listened to but never actually implemented?
In this episode, Vicky explores one of the biggest barriers to growing a successful pet business: taking action.
You can understand your numbers, know your pricing needs to change and consume endless podcasts, courses and advice — but none of it will improve your business unless you actually do something with it.
Vicky introduces the One Decision Rule: rather than overwhelming yourself by trying to change everything at once, commit to making one meaningful business decision every month.
In this episode, she discusses:
Why implementation is often harder than knowing what to do
How fear and overthinking prevent business owners from taking action
Why confidence usually comes after you act, not before
How the One Decision Rule makes business improvement manageable
Why you should understand the problem you're trying to solve before making changes
How small, consistent improvements can transform your business over time
Maybe you need to increase your prices. Change your terms and conditions. Stop offering an unprofitable service. Invest in marketing. Or finally have that conversation you've been avoiding.
You don't need to fix everything today.
Choose one thing. Make the decision. Take action.
Because knowing what needs to change won't grow your business — implementing it will.
Takeaways
Knowing what to do is very different from actually doing it.
Raising prices should be approached with confidence and a clear strategy.
Confidence often develops after taking action rather than before it.
The One Decision Rule encourages you to make one meaningful improvement every month.
Trying to change too much at once can create overwhelm and lead to inaction.
The P.R.I.C.E Framework Part 2: Are You Reviewing Your Prices?
Épisode 133
lundi 31 août 2026 • Durée 37:07
When did you last properly review your prices?
In this episode, Vicky continues her P.R.I.C.E Framework series by focusing on the second stage: R – Review.
Your prices shouldn't be something you set when you start your pet business and then forget about. Your costs change, your experience grows, your service improves and the amount of time involved in delivering that service can change too.
So why would your prices stay the same?
Vicky explains why regularly reviewing your business is essential — and why a pricing review doesn't automatically mean putting your prices up. It's about understanding what it genuinely costs to provide your service, what value you're delivering and whether your current prices still make financial sense.
In this episode, she covers:
Why your pricing should evolve alongside your business
How to calculate the true time involved in delivering your services
Reviewing your increasing costs and overheads
Understanding your profit margins rather than simply looking at revenue
How improvements in your service can increase its value
Why your market positioning should influence what you charge
The importance of attracting clients who value what you offer
As your experience, reputation and service improve, the business you run today may be very different from the one you started.
The question is: have your prices evolved with it?
Key Takeaways
Pricing should be regularly reviewed rather than treated as a fixed figure.
Increasing costs can gradually reduce your profit if your prices remain unchanged.
Understanding the true amount of time required to deliver a service is essential when reviewing pricing.
Revenue alone doesn't tell you whether a service is genuinely profitable.
Improvements in your experience and service can increase the value you provide to clients.
The P.R.I.C.E Method - Episode 1
Épisode 132
lundi 24 août 2026 • Durée 35:37
Before you ask “What should I charge?”, there’s a more important question to answer: “How do I want my business to be positioned?”
In this episode, Vicky takes a deeper dive into the first stage of her P.R.I.C.E Framework — Positioning.
One of the biggest pricing mistakes pet business owners make is looking at what everyone else charges and using that as their benchmark. But your competitors don't have your business, your costs, your experience or your clients.
Vicky explains why successful pricing starts by understanding exactly where you want your business to sit in the market and who you want to serve.
In this episode, she covers:
What positioning actually means for a pet business
Why copying competitors' prices can hold you back
How positioning influences what clients expect to pay
Why simply increasing your prices isn't enough
Understanding your unique selling proposition
Deciding who your ideal clients are
Building a reputation around what you want to be known for
If you want to charge premium prices, you need to give clients a reason to see you as a premium choice.
Before changing the number on your price list, take a closer look at how your business is positioned.
Key Takeaways:
Positioning is the foundation of an effective pricing strategy.
Your competitors shouldn't determine what your services are worth.
Clearly understanding who you want to serve makes pricing decisions easier.
Your brand, service and client experience all influence perceived value.
Differentiating your business helps you move away from competing purely on price.
The question isn't simply “What should I charge?” — it's “What do I want my business to be known for?”
Podcast Sponsor – Lopay
Are You Investing in Your Pet Business… or Just Spending Money?
Épisode 131
lundi 17 août 2026 • Durée 51:55
There’s a big difference between spending money on your business and investing in it.
In this episode, Vicky explores how pet business owners can make smarter financial decisions by asking one important question: what return am I expecting from this money?
An investment should have a purpose. It might help you generate more revenue, develop new skills, save time or improve how your business operates. Spending, on the other hand, can quickly become money leaving the business without delivering anything measurable in return.
Vicky shares a recent example involving a significant amount of money spent on marketing advice that failed to produce the expected results, and uses it to explore how we should approach investment decisions.
In this episode, she discusses:
The difference between an investment and an expense
Why spending more doesn't automatically produce better results
How to think about the potential return before committing money
Why every investment should connect to a clear business objective
The importance of measuring whether an investment actually worked
How to become more intentional about where your business money goes
Investing in your business can be incredibly powerful — but only when there's a clear reason behind it.
Before making your next big purchase, ask yourself: what am I expecting this investment to change?
Investing means spending money with the expectation of creating a measurable return.
A return doesn't always have to be immediate revenue — it could be new skills, greater efficiency or more time.
Expensive advice, software or services aren't automatically good investments.
Business investments should be linked to specific goals rather than made on impulse.
Reviewing the results of previous investments can help you make better financial decisions in the future.
Being intentional with your money is essential for building a sustainable and profitable pet business.
Your Money Mindset Could Be Holding Your Business Back
Épisode 130
lundi 10 août 2026 • Durée 38:04
What if the biggest barrier to growing your pet business isn't your pricing... it's your mindset?
In this episode, Vicky reflects on lessons from her recent honeymoon and explores how our relationship with money influences the decisions we make in business.
From childhood experiences to the beliefs we've developed over the years, our money mindset affects everything from pricing our services to investing in our businesses and setting financial goals.
Vicky explains why understanding your financial psychology is just as important as understanding your numbers, and shares some of the books and ideas that have shaped her own approach to business.
In this episode, she discusses:
How your upbringing can shape your relationship with money
Why your money mindset affects your business decisions
The importance of defining what "enough" means to you
How setting clear financial goals creates direction and purpose
Business books that have influenced her thinking, including Good to Great and Think and Grow Rich
Why pricing decisions should be based on logic rather than fear or emotion
This episode is an invitation to reflect on the beliefs you hold about money and consider whether they're helping your business grow—or holding it back.
Because changing your business often starts with changing your mindset.
Key Takeaways
Your relationship with money is often shaped by your upbringing and past experiences.
Understanding your money mindset can help you make better business decisions.
Defining what financial success looks like for you provides greater clarity and motivation.
Personal development and business learning are valuable investments in long-term success.
Pricing decisions should be based on facts and strategy, not fear or emotion.
A healthy financial mindset is a key ingredient in building a profitable and sustainable pet business.
The P.R.I.C.E Framework
Épisode 129
mercredi 15 juillet 2026 • Durée 45:33
Are you confident your pricing is helping your business grow?
In this episode, Vicky introduces the P.R.I.C.E Framework – a simple but powerful approach to helping pet business owners price with confidence, improve profitability and build a more sustainable business.
Rather than guessing what to charge or copying competitors, the P.R.I.C.E Framework gives you a clear process for making informed decisions based on your business, your clients and your goals.
Vicky breaks down each stage of the framework and explains how applying these principles can help you move away from surviving and start thriving.
In this episode, she covers:
P – Positioning: Understanding what makes your business different
R – Review: Knowing your numbers and assessing your profitability
I – Increase: Raising your prices with confidence when the time is right
C – Communication: Explaining price changes professionally and effectively
E – Evaluation: Reviewing the results and continually improving your business
Whether you're thinking about your next price increase or simply want a clearer strategy for growing your pet business, this framework provides practical guidance that you can start using immediately.
If you've ever felt uncertain about pricing, this episode will give you the confidence to make decisions that support the long-term success of your business.
Key Takeaways
The P.R.I.C.E Framework provides a structured approach to pricing and business growth.
Understanding your market position helps you stand out from competitors.
Regularly reviewing your financial numbers leads to better pricing decisions.
Increasing your prices should be based on strategy and confidence, not emotion.
Clear communication helps clients understand and accept price increases.
Continually evaluating your business ensures ongoing improvement and profitability.
The Growth Room gave attendees opportunities to tackle real business challenges and leave with actionable solutions.
Reviewing your pricing and making small, strategic increases can have a significant impact on profitability.
Building a personal brand helps potential clients connect with the person behind your business.
Learning from mistakes is essential, whether you're running a major event or your own pet business.
Pet Pro Expo 2027 will introduce a Six-Figure Business Panel, offering insights from pet professionals who have successfully grown their businesses.
Investing in education, relationships and business development can deliver benefits long after an event has finished.
Podcast Sponsor – Lopay
This episode is proudly sponsored by Lopay, the low-cost payment platform that helps small businesses keep more of the money they earn.
Find out more about Lopay and how it can support your pet business here:
If you're serious about growing your pet business, you need to be in the room.
Following a sold-out 2026 event, Pet Pro Expo returns in 2027 with more expert advice, practical business strategies and opportunities to connect with like-minded pet professionals.
