Columbus OH
“Exporting has made me more broad minded, and I have developed a great appreciation for other cultures and the way others live their lives.” —Sharon Doherty, president, Vellus Products Inc.
The Company
Is your pet having a bad hair day? Well, Sharon Doherty, president of Vellus Products Inc., can help. Her small Columbus, Ohio–based company makes a line of pet grooming products, including customized shampoos, conditioners, brushing sprays, satin cream, and detanglers.
According to Doherty, shampoos for people don’t work well on pets because animal skin is more sensitive than human skin and is more easily irritated. Most available pet shampoos, though sensitive to the skin, tend to leave hair unmanageable and without the glamour needed for the show dog or pampered pet. Dr. David Tanner, Doherty’s nephew, used his expertise as a chemist in the personal care industry to develop the salon-type formulas that Doherty thought would be good for animal hair and skin. This family-operated company also involves Doherty’s husband, Robert, and daughter, Teryl Hotz.
The Challenge
Vellus Products’ first export sale occurred in 1993, when a Taiwanese businessperson, after trying the Vellus line, bought $25,000 worth of the company’s products to sell in Taiwan through dog shows. The word was out. “I started receiving calls from people around the world who would hear of our products at dog shows and ask organizers how they could get in touch with me to buy our products,” Doherty recalls. “But I needed a way to find market research and learn more about ways of doing business in these countries.”
The Solution
Doherty soon tapped the services of the U.S. Commercial Service in Columbus. “As business has grown, I have gone from ordering country profiles to requesting customized export and financing strategies tailored to maximize export potential,” Doherty says. The Commercial Service relied on its worldwide network and partners such as the Small Business Administration and the state of Ohio to provide customized market research and information on financing and other programs for Vellus. Today, Vellus sells to more than 28 countries. “I credit the Commercial Service for helping me expand my exports, as it would have been much more difficult to do this on my own,” Doherty says.
Lessons Learned
Doherty learned several lessons from her exporting experience:
![]() | Know whom you are dealing with. |
![]() | Do a background check on potential business partners. |
![]() | Learn the culture. |
![]() | Enjoy the ride. |
Action
Are you ready to promote your product or service in other cultures? Try this advice:
![]() | Pay attention to the target market’s social customs. |
![]() | Use trade shows to promote your products and services. |
![]() | Promote your company in target markets. |
Sharon Doherty, president of Vellus Products Inc., poses with a well-coifed friend. Her Columbus, Ohio, company produces pet shampoos and conditioners. Doherty made her first export sale in 1993 and has since expanded to 28 countries.