Join The Pet Biz Project

5 Steps To Content That Converts 

A simple roadmap to becoming an irresistible pet brand

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The online coaching program teaching pet businesses how to create content that interests, engages and nurtures your pet parent audience  

 Who Is This Program For?

Pet Biz

If this is your first step into growing your pet biz - this program will help you establish a strong foundation + discover what content will actually appeal to pet parents 

Pet Biz 

If you have an established pet biz but are struggling with engagement & brand visibility - this program will show you how to create a compelling pet brand & cement a loyal audience 

Pet Biz 

If you currently create content for a pet biz - this program will teach you how to produce original content that pet parents will be excited to interact with & share with other pet parents

The pet industry in Australia is worth more than $12.2 billion 
(Animal Medicines Australia)

What does this mean for you? It means that this industry is not just kinda popular... it's thriving

And there's no reason why you can't enjoy a slice of the action. 

With over 29 million pets in Australia alone and the combined global population of dogs and cats reaching over one billion, the statistics go to show...

There are millions of pet parents who are actively seeking to connect with pet brands just like yours. Right now.

But how do you do this? How do you bridge that gap between your business and reach these interested, enthusiastic pet parents?

By creating content designed to attract, interest and engage this audience, of course.


Which is where The Pet Biz Project comes in

We designed this program to show pet businesses how to build a brand presence that is magnetic to pet parents.

But more importantly, to show you what content and journey to take pet parents on so that taking action with you ultimately becomes a no brainer.

And you can do this by following the 5 Steps to Content That Converts.

Whether you consider the "ultimate conversion" as... 

  • Purchasing your product
  • Signing up for your service
  • Joining your community
  • Becoming a loyal brand advocate
  • Returning to purchase from you again and again

We can show you the steps to help make this action  happen. 

Ready to Build an Irresistible Pet Biz?

Join Here

Discover Our 5 Step Method to

Content That Converts

Module 01:
Brand Story 

In this module we start by teaching you how to create a pet brand that is about more than just selling products. We show you how to develop a pet brand that has a greater purpose, a greater 'why', that your pet parent audience can get behind. 

Module 02: Brand Identity 

Here, you'll learn how to present your pet brand with clarity and confidence - and most importantly consistency. We'll focus on everything from your visuals to your copy, including your logo, colour palette and website too. 

Module 03: 
Customer Loyalty

Next we dive into your customer experience strategy. We'll show you the strategies and structures to build and nurture loyalty with pet parents, whilst providing ongoing value & helping spread word of mouth. You'll remain engaging, compelling and appealing well beyond the moment they click 'purchase'. 

Module 04: 
Content Strategy 

We'll then dive into the strategy behind your content itself. Here we walk you through how to create your very own asset ecosystem. We show you how to identify content topics, choose what mediums will serve you best, and how to appeal to pet parents' wants, needs & interests. 

Module 05: 

The moment you've been waiting for - it's time to create your content! Here we'll teach you how to create the content that'll result in more sales, more engagement and more brand loyalty. All through being purpose-led and value-driven.

Bonus Resources 

The good times don't stop at the end of module 5. You'll also be able to access our exclusive bonus resources - including our mini-course on advanced email marketing, interviews with industry experts & access to our partners' services


You can work through this program at your own pace.

Join us for one month, several months, an entire year or even longer!

(*To experience the full results & benefits of the 5 steps, this process will take approximately 12 months. However, you can stay as a member of the project for as long as you wish. This timeline is here simply as a guideline & you can stay in as long as you need to get the results and support that you're seeking)  

This 5 Step Method is founded on the ethos that to be a successful pet biz, you need to...

Become purpose-led & value-driven.  

This is the secret to building a pet biz that produces consistent sales, profits & engagement with your pet parent audience.

Understand what content pet parents actually want or need.

If you are ever going to stand a chance of "stopping the scroll", capturing their attention & becoming memorable.

Nurture your audience & connect with them on a deeper level.

If you want to achieve conversions not once, not twice, but repeatedly - whilst helping to spread word of mouth & cement true brand loyalty with your pet biz.

100% 5 Star Reviews on Google

"we have been able to grow our pet business and curate a content strategy that works for our audience and time limits"

"Both Tarryn and Erin are great to work with and are genuinely excited about helping pet businesses"

"They are not afraid to suggest things that can improve your branding & investment."

"Having their advice, guidance and support has been invaluable in launching my pet photography education business. They provided me a roadmap for what I needed to get ready before the launch, checked over my content and answered my questions about areas where I have no experience."

Ready to Take the Next Step?

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What’s included in The Pet Biz Project

This program is designed to help you get tangible, meaningful results and fast. Whether you want to see improvements in the next three months, or to make long-lasting changes that will set you up for years to come.

Educational Webinars:

Recorded + Uploaded to the Learning Portal, for you to access anytime you want

Access to the exclusive Program Worksheets & Templates:

Created to support your learning, record your insights and give you the essential formulas

Live Weekly Group Coaching Q&A:

For you to ask any burning questions & confirm you’re on the right track

Access to an Exclusive Closed Facebook Group:

Where you can connect with other likeminded pet biz owners, celebrate each others’ wins & get networking

Access to our Partners' Services:

Our world-class partners provide services that all successful pet businesses need, in order to grow, scale & eventually exit (at a great profit!)

With a few optional extras, if you want to take your results up a level.

  • Option to upgrade to 1-2-1 coaching as a one-off or for a regular series of sessions with Erin & Tarryn.


  • Jump the queue for done-for-you services with our agency (copywriting, website development, branding, graphic design, social media, email marketing, content creation), so that you can outsource when you’re ready - without having to join our waitlist.

Our Partner Services

That you can access through The Pet Biz Project

Join The Pet Biz Project Here

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What Are The Benefits of Joining
The Pet Biz Project Now?


In joining us now you will gain:

  • A great deal more personal support from your mentors – as in future we’ll have larger numbers coming through, meaning less opportunity for us to focus solely on you.


  • A heavily discounted joining price – as we want to reward you for taking action now & we’d love to chat about your experience and feedback as you move through the program.


  • Unlimited access to the education portal immediately on joining – as again in the future this will become much more restricted, where students will only receive limited access to our Pro Resources with the option to upgrade.


  • Networking opportunities in our members only Facebook Group – so you can continue to connect, partner, collaborate and generally be part of a community that is cheering you on to succeed.

And as an added bonus…

  • Exclusive access to our ADVANCED EMAIL MARKETING FOR E-COMMERCE OR SERVICES BASED BUSINESSES - TRAINING AND SUPPORT – a module designed exclusively for online pet businesses, teaching you all the techniques to make your email marketing appealing, compelling and – most importantly – optimised to get even more sales

Introducing Your Head Coaches

Tarryn Michie

Your Business & Marketing Strategy Coach

Tarryn has over 20 years of experience working in sales, project management, marketing and mindset, working with start-ups right through to large corporations.

She’s also a pet parent to Ash & inspired to help business owners create more lifestyle freedom.

Erin Michie

Your Branding & Creative Coach

Erin has a Bachelor’s in English Lit & Creative Writing. She is a trained copywriter and from the offset of her career has specialised in digital marketing and branding, with a focus on purpose-driven creative content.

She is a millennial pet parent to 2 dogs, 3 cats, 2 tortoises & a tank full of fish.

With support from the rest of our team...

Olivia Essery
PR & Project Management

Olivia Foan 
Social Media
& Content Creation

Next Steps To Join The Pet Biz Project

Choose your preferred payment option & our team will take care of the rest!

Option One


Monthly, AUD

Pay Monthly
  • No lock in, cancel anytime
  • Flexible solution for those that like to take it one step at a time



Option Two


Annual Payment, AUD

Annual Payment (2 months free)
  • Pay for the year up front (that's a $270 discount!)
  • BONUS: 1 hour 1-2-1 consultation with Tarryn & Erin (valued at $350) to use when you wish throughout the year

How to know if you're a fit for The Pet Biz Project?

If you’re ready to transform your pet business, ready to apply your focus and get stuck in & ready to join a network of inspired pet entrepreneurs who are all hungry to transform the world of pet care…

Then you're a fit.

But please note, we’ve made a commitment to only work with the pet businesses that…

  • Truly want to see their pet business thrive
  • Are committed to learning and growing with us
  • Are here to make a real impact on the wellbeing of animals & leave a lasting legacy

So if that sounds like you, then we’d love to have you as a member of our program. 


Apply for The Pet Biz Project here

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