If you could create your own fantasy board of directors, who would be on it? CO— connects you with thought leaders from across the business spectrum and asks them to help solve your biggest business challenges. In this edition, we ask the founder of a successful franchise for his secrets for success.
In this edition of “Ask the Board,” we feature Jason Parker, Co-founder and CEO of K9 Resorts. Jason was only 12 when he launched his first business, and today, he leads a multi-award-winning luxury pet care franchise.
Here’s Jason’s playbook for building a multimillion-dollar business, no matter your industry:
Start small, think big
Success does not happen overnight, and your idea does not have to be the most unique. Jason and his brother Steven’s first business was dog walking; as their customer base grew they started hiring more staff until they created an entire operation. The duo then took their business knowledge to the next level and opened a doggy day care, now called K9 Resorts, and turned it into a franchise.
Leverage grassroots marketing
Even in today’s digital age, grassroots strategies are powerful. Parker started with direct mail, phone book ads, referrals, and community events to build his brand. He also recommends utilizing social media to amplify your presence.
Turn rejection into redirection
Jason knows rejection firsthand—he was turned down by 18 banks before securing funding. His advice: Don’t let “no” stop you. Every setback can lead to better opportunities. Use each rejection as a learning opportunity.
From the start, even when there was just one location, we treated the business like it would eventually become a national brand.Jason Parker, Cofounder and CEO of K9 Resorts
Focus on vision and longevity
Success is about more than short-term wins. It is important to always remember the big picture of your business. Set clear goals and guidelines to continue to review and assess as you get into the weeds of entrepreneurship.
Remember that brands aren’t built overnight; they’re built one customer, one decision, and one standard at a time. From the first dog we cared for to the national brand we are today, our playbook has always been simple: stay passionate, stay disciplined, and never lose sight of why you started.
Build a brand that solves a real problem
K9 Resorts wasn’t created just to be "another pet care option." It was built to solve a real gap: premium, trustworthy, luxury boarding for dogs where quality, cleanliness, and care were the priorities. Brands that last are those that genuinely meet a need—and meet it better than anyone else.
Invest early in systems and standards
From the start, even when there was just one location, we treated the business like it would eventually become a national brand. We created systems, processes, and standards early, which made scaling—and maintaining consistency—possible down the road.
Remain hands-on while you scale
Even as K9 Resorts has expanded, we stay actively involved—visiting locations, talking to guests, listening to feedback. Growth should never create distance from the front lines; it should make you even more committed to staying connected to the customer experience.
CO— aims to bring you inspiration from leading respected experts. However, before making any business decision, you should consult a professional who can advise you based on your individual situation.
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