Cedarburg

After three decades working in construction project management, Deb Ward faced an unexpected crossroads when the company she and her husband worked for suddenly closed its doors. Instead of returning to a corporate environment that no longer inspired her, Deb took a bold step and opened Cedarburg Pet Care in 2011. From day one, her vision was heartfelt and personal: she wanted to build a warm, welcoming home-away-from-home where every dog in her care could grow into a confident, happy companion.

Cedarburg provides different enrichment activities based on pet needs

Unlike many daycares that simply provide a place to play, Deb introduced something different. Cedarburg Pet Care wasn’t just a space for dogs to burn off energy; it offered carefully structured enrichment programs. From specialized puppy curricula guiding pups through crucial developmental stages to a shy dog program that helped timid canines find their voice, Deb and her husband nurtured social and emotional growth. Every dog left not only tired but genuinely more confident than before.

Word spread quickly, and Cedarburg Pet Care’s popularity soared, bringing more customers than Deb ever anticipated. She scrambled to keep up and started taking in more pets. Demand was a blessing, but it also risked eroding the personal, small-scale feel she cherished. Determined to uphold her original vision, Deb made a tough choice: she scaled back the business to accommodate only 20 pets at a time—12 for daycare and 8 for overnight boarding. This careful downsizing reclaimed the intimacy that set Cedarburg apart.

“We’re a small-scale resort with deep community roots, where I know our customers and their dogs personally. It’s about quality, not quantity.”

Deb Ward | Owner, Cedarburg Pet Care

Yet even after finding the right size, Deb struggled with another challenge: the administrative load tied to her existing software platform, PetExec. For nearly a decade, she had relied on it. While it got the job done, it was hardly intuitive and could be cumbersome for customers. “Customers had to complete the entire booking process only to find no availability, leading them to bypass online systems and contact me for help,” Deb recalls. She spent hours checking availability, confirming reservations, and making manual adjustments—time that should have belonged to the dogs.

A podcast recommendation led Deb to Goose. Always open to fresh ideas, she signed up for a demo right away. From the moment she learned about Goose’s online booking capabilities, intuitive add-on features, and responsive support, she sensed this could be the change she needed. The transition proved smoother than expected. Goose’s support team, seasoned pet care professionals themselves, provided immediate assistance—even after hours—and guided Deb through the onboarding process.

Online booking makes it easy for customers to upgrade their pet’s experience

The administrative burden began to weigh on her less. With Goose, customers could see real-time availability before committing, eliminating dead-end bookings and drastically reducing the number of phone calls and emails Deb once fielded. Instead of wading through a tedious process, customers could select their options quickly and confidently. The system also placed add-ons front and center, so owners could easily opt for extras like exit baths. This natural integration meant Deb no longer needed to push services in person. She could let the platform present the choices while she focused on the dogs.

“Goose is phenomenal. Customers see only what’s available right away, and the add-ons are there to choose from upfront. It saves me an hour or two every day!”

Deb Ward | Owner, Cedarburg Pet Care

To make booking even simpler, Deb added a QR code to a screen in her lobby, allowing customers to scan and book their next visit on the spot. She’s also seeing more people from outside her small community making reservations. The reason? “They’re able to make reservations quickly and easily right online, so I think that might have something to do with it,” she posits.

One of the more surprising benefits of switching to Goose was the degree to which it increased sales of add-ons and upgrades. She used to list additional services on paper posted in the lobby, but most owners wouldn’t see it. Offering extra services felt like pushing a sale. Now, it’s part of the booking engine and an effortless extension of care. As Deb puts it, “I’m not a salesperson by nature. The old system made it hard to show customers what we could offer.”

In addition to higher booking values from self-selected upsells, Goose’s revenue management tools also helped Deb set deposits and minimum stays during peak seasons. Most recently, she added a minimum five-night stay for the Christmas season. “Placing a value on that booking really holds my feet to the fire, because oftentimes if people would ask me to book individually for a reservation that was otherwise disruptive, I would waive that,” she says. Because of Goose, she can now point them to the booking engine without the discomfort of saying “no” to a long-time customer. For a facility rooted in community and personal connection, these gentle safeguards ensure Cedarburg Pet Care can thrive without compromising its mission.

The online booking engine makes it easy for customers to upgrade their pet’s experience

really holds my feet to the fire, because oftentimes if people would ask me to book individually for a reservation that was otherwise disruptive, I would waive that,” she says. Because of Goose, she can now point them to the booking engine without the discomfort of saying “no” to a long-time customer. For a facility rooted in community and personal connection, these gentle safeguards ensure Cedarburg Pet Care can thrive without compromising its mission.

Goose has also helped on the operational side. Deb particularly loves the intuitive dashboards and the on-screen task list. “In PetExec, I’d have to go into each reservation and see which additional services were ordered. Whether that was an option or a function I didn’t find in PetExec, I don’t know—but with Goose it’s very easy. You get your task list for the day, so I know who needs to be watched and who gets a Yak Chew—those types of things.”

“Goose has freed me to run a boutique-style pet resort that genuinely reflects my passion and values. It’s my dream business—without the administrative headaches.”

Deb Ward | Owner, Cedarburg Pet Care

Today, Cedarburg Pet Care is enjoying the balance Deb originally imagined. Instead of wrestling with outdated systems, she relies on Goose’s automation, transparent availability, and user-friendly add-ons, allowing her more time for hands-on work with dogs and their families.

As Cedarburg Pet Care prepares to add a separate space for overnight guests, Deb remains committed to a personal, home-like atmosphere. Goose’s evolving features, like memberships and forecasting tools, promise even more ways to serve customers—both near and far—while preserving the soul of a small-town pet resort. In other words, Goose empowers Cedarburg Pet Care to do more with less, returning Deb to the heart of her calling: nurturing healthy, happy dogs in a place that feels like home.