The Business End of the Lead is owned and run by Susan McKeon BSc (Hons), MCIM, MIDM, APDT, UK (01157).

Susan is an experienced and qualified marketing communications professional, and a successful dog trainer and behaviourist. With over 25 years’ marketing communications experience, coupled with the practicalities of running her own successful dog behaviour & training business, Susan is uniquely qualified to help fellow dog trainers maximise their business.

Why Susan?

Let me introduce myself…I am a qualified marketing communications professional, with over 25 years’ marketing and public relations experience, and I have been running my own dog training and behaviour business – Happy Hounds Dog Training & Behaviour – for over six years. As well as running my own dog business,  I have worked in marketing communications roles for private and public limited companies, charities, not-for-profit organisations, the public sector and independent micro-businesses.

I’m passionate about marketing (especially love digital marketing and PR) and I’m passionate about dogs (and their humans) too.  I’ve been able to marry both my passions in the Business End of the Lead and am genuinely excited about sharing my knowledge and passion with fellow dog professionals.

Over the years I have worked with several well-known organisations (and individuals) in the dog training and behaviour community, including the Kennel Club, Puppy School, Animal Events UK, Woof! Conference and the Professional Association of Canine Trainers.  I even worked with Chris Evans, after pitching in a PR idea to the BBC Radio 2 breakfast show!



I’m also a full member of the Chartered Institute of Marketing and the Institute of Direct and Digital Marketing.

I started working on my first websites back in the 1990s, and still remember when there were only five TV channels and ‘fax marketing’ was a thing!  I’ll admit that I’m a bit of a geek when it comes to digital and mobile marketing, and any resources and techniques I share have been thoroughly tested by yours truly.


I’m as passionate about marketing, as I am about dogs!  Passion is what makes me get up in the morning – whether it’s making a positive difference for a client and their dog, or writing a press release – and, along with fresh coffee, keeps me going through the day.

If you’ve lost the passion for marketing your business, let me share mine and help you rekindle your inner marketing maestro.

Proven Techniques

I don’t believe in providing just the ideas – they need to work too.  My marketing advice is based on what works within the dog training industry, and my own business.

Just like dog training and behaviour, there is science behind marketing and guiding principles for connecting with clients. I am qualified in both marketing and dog training/behaviour and can help you apply these principles too.


I’m a firm believer in providing practical advice.  If it doesn’t work in practice – it’s worthless and a waste of time.

Marketing needs to be practical and achievable, and balanced with the demands of running a micro-business.  If you want to spend more time training dogs, and less time on marketing management, I can help.


Just like every dog is an individual, every dog business is different too.  The same marketing principles may apply, but the way in which you apply them will differ.

What works in the USA may not work in the UK, and what works in London may not work in Lincoln.  A ‘one size fits all’ approach doesn’t necessarily work, and I can help you identify, tailor and personalise your services so they meet the needs of your clients.



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