This as-told-to essay is based on a conversation with Kim Greene, founder of Svalinn Dogs. It has been edited for length and clarity.
When I was a little girl, I got a horrific case of poison ivy from petting and loving on the family dog. After experiencing intense itching from head to toe, I developed a total aversion to dogs. I made my husband agree that we would never have a dog when we got married.
My husband and I both worked internationally, he in defense and me in humanitarian efforts. We met in Afghanistan and later moved to Kenya, which was a region where his harder skillset and my softer skillset could both be utilized.
There, I found out I was pregnant with twins. I gained more than 80 pounds during the pregnancy, which made me feel like a sitting duck in an environment where a lot of things could go wrong. I wanted protection, but I didn’t like the idea of having a firearm or a bodyguard. I wasn’t thrilled about the idea of a dog, but it seemed better than the alternatives.
I started the business just before having twins
My husband and I imported two security dogs from the US. Right away, we thought we could do it better. I wanted to create a dog that would fill the role of a pet, one that could be snuggled and loved, yet also offer protection. I wanted my dogs to be guardian angels for their families.
My then-husband and I developed a comprehensive business plan with a budget of $5 million. But we could only raise $160,000 from friends and family. That’s when I realized this might be harder than anticipated. We officially launched in 2005 and started our breeding program in 2007.
Today, the business is 20 years old, and my twins are 19 years old. The boys and the business grew up side by side. Often, I felt like the business was my needy third child. Twins demanded a lot from me, but the business demanded even more. I put the boys in day care so that I could focus on my career path. That gave me fulfillment, but it was also a necessity: financially, we had nothing to fall back on.
I moved the company to the US, and was shocked at the costs
As my sons started school, it became clear that one of them needed more academic support than he could get in Kenya. In 2012, the boys and I abruptly moved back to the US, while my then-husband stayed in Africa to continue the contract work that was supporting our family.
I felt the business was established in Kenya, but moving back to the US felt like starting over. Our American launch in 2013 was a rude awakening. The cost of running a company in the US was staggering, and we didn’t make a profit until 2017.
During those years, I thought about giving up every single day. But I couldn’t see a quick exit strategy. People and animals were relying on me. Plus, I still had conviction about the idea of a protection dog. I also felt that at this point, I was the only one stupid enough to keep trying to profit from dogs who needed three years of training. I thought I could outlast the competition.
The business took off after my divorce
My husband and I divorced in 2019. That was a pivotal point for the business. Svalinn wouldn’t exist without him, but once I was able to restructure the company on my own, I felt we found our stride. Even before the divorce, I had been a single mom for many years while he lived abroad. Svalinn is all about helping moms and children feel secure, and I felt we were able to really embody that once I was running things on my own.
I also found the confidence to charge more for our dogs. Before that, I was charging about $75,000 per dog. When you consider that it includes up to three years of 24/7 care, support, and training, it really wasn’t enough. We were losing money.
Once our dogs were established, the market was willing to pay what they were truly worth — though even now I’m not sure we charge enough. Today, the dogs cost $175,000. We place about 18 to 20 dogs annually. We have 13 employees, and our reputation has taken off.
As for my own finances, I’m getting there. Divorce is an expensive proposition, and so is building a business over 20 years. Yet, I have a job I love. My sons are gritty, hard workers who are true to themselves. That comes from growing up in a family where they had to roll up their sleeves.
My children and I have gleaned important life lessons about hard work — and taking time for fun — over the past 20 years. That’s my greatest wealth.
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