Body of Knowledge is the collected wisdom, experience, processes and facts that both inform a profession and provide the solid foundation for which continuous improvements and innovation can occur.
Dog Works Training Company’s Body of Knowledge consists of the information, knowledge and functional skills we have identified that all dog trainers should posses.
The Body of Knowledge is built on the foundation of the six core competencies as outlined by the Association for Pet Dog Trainers.
3. Canine Behavior
4. Health and Nutrition
5. Business
6. Laws and Regulations
The goal of this Body of Knowledge is fourfold:
1. To serve as the foundational benchmark for which DWTC and APDT education is aligned to ensure offerings are well-rounded and through
2. To serve as a standard by which professional dog trainers assess their own ongoing education
3. To serve as the guiding content which all provides of dog training and behavior-related educational rescues will strive to provide
4. To inform the clients of DWTC of our willingness to provide professional dog training and behavior-related services to the best of our ability through our continued effort and maximizing our knowledge and information and staying abreast of the current resources in the industry.
Purpose
Operational Planning
Develop and maintain a thorough operational plan so that Alaska Dog Works runs with clarity, consistency, and minimal dependence on any single person. The goal is reliable daily operations, clear ownership, and systems that support both current team members and future growth.
What Good Looks Like at Alaska Dog Works
1. Daily & Weekly Operations Rhythm
- Every training day has a clear start-of-day and end-of-day checklist (facility readiness, dog care notes, client communication, and next-day prep).
- Weekly operations review happens on a fixed day and time. Owner: Nicole (or designated operations lead).
- Client homework and progress notes are entered the same day training occurs.
- Outstanding client communication (texts, emails, follow-ups) is cleared before the end of each training day.
2. Service Area & Location Standards
- Primary training location is the Willow facility. Any satellite or remote sessions follow the same standards and documentation requirements.
- Service area boundaries and travel policies are written and reviewed annually.
- Facility readiness standards (cleanliness, safety, equipment readiness, weather considerations) are documented and checked daily.
3. Supplies, Equipment & Resources
- Core training equipment and supplies list is maintained and reviewed quarterly.
- Minimum stock levels for high-use items are defined and reordered before they run out.
- All equipment is labeled, stored in designated locations, and checked for safety and function on a regular schedule.
- Technology tools (computers, software, cameras, recording devices) required for training, client communication, and content creation are inventoried and kept current.
4. Policies, Procedures & Documentation
- Written policies and procedures exist for the core operational areas: client intake, training sessions, homework delivery, progress tracking, facility use, emergency protocols, and client communication.
- An employee / team manual (or digital equivalent) is current and accessible to all team members.
- New team members receive structured onboarding that includes the Core Knowledge Manual, command vocabulary, homework system, and operational standards.
- All policies are reviewed at least once per year or when a significant change occurs.
5. Staffing, Training & Team Systems
- Clear role descriptions exist for every position (trainer, operations support, content, etc.).
- Delegation is the default: tasks that can be documented and handed off are documented and handed off.
- Team meetings are short, purposeful, and documented. Decisions and action items are recorded.
- Coaching and feedback to team members is regular and tied to the operational standards and training philosophy.
6. Record Keeping & Information Systems
- Client records, training notes, homework, and progress tracking live in the designated system (currently Keap/Thryv or successor) and are kept up to date the same day.
- Filing and digital organization standards are simple, consistent, and followed by everyone.
- Critical operational information (schedules, client notes, facility issues, equipment status) is accessible to the people who need it without requiring Robert as the single source of truth.
Management and Organization
Body of Knowledge | Business
Alaska Dog Works / Dog Works Training Company
Purpose
Identify and maintain a clear management and organization structure so day-to-day business management is consistent, staffing needs are understood, and the company can operate with clarity and accountability.
1. Organizational Structure & Roles
– A simple, current organizational chart exists and is accessible to the team.
– Every position has a clear written role description that includes primary responsibilities, decision authority, and reporting line.
– Role descriptions are reviewed whenever staffing changes or responsibilities shift.
– The structure prioritizes clarity over complexity.
2. Day-to-Day Business Management
– Daily and weekly management rhythm is defined and followed.
– Priorities are set and communicated so the team knows what matters most.
– Routine operational decisions are owned by the operations lead within established standards.
– The Core Knowledge Manual and Operational Plan serve as the reference for decisions that affect training quality or client experience.
3. Staffing Needs & Requirements
– Staffing needs are evaluated against current client load, training capacity, and operational requirements.
– When additional capacity is needed, the first question is whether the work can be systematized or delegated before adding headcount.
– Job requirements include alignment with the training philosophy, reliability, and the ability to follow documented systems.
– Onboarding for every team member includes the Core Knowledge Manual, command vocabulary, homework system, and operational standards.
4. Supervision, Delegation & Coaching
– Delegation is the default operating mode. Work that can be documented and handed off is documented and handed off.
– Supervision is regular, brief, and focused on standards and results.
– Coaching conversations are tied to the training philosophy, operational standards, and role expectations.
– Feedback is timely and specific.
5. Communication & Correspondence
– Internal communication is clear, concise, and recorded when decisions or action items are involved.
– External correspondence follows the professional, practical tone of Alaska Dog Works.
– Important correspondence and decisions are stored so they remain accessible without relying on any single person.
– Public-facing communication remains consistent with brand voice and training philosophy.
6. Ethics, Regulations & Operating Standards
– All team members operate within applicable business regulations and ethical standards for professional dog training.
– Business policies and requirements are documented and accessible.
– Ethical questions or gray areas are escalated rather than decided in isolation.
– The Core Knowledge Manual and Operational Plan serve as the primary internal reference for how work is done.
Review
The full Management and Organization section is reviewed at least twice per year or after any major structural or staffing change.
This section supports the four goals of the Body of Knowledge by providing clear management standards that professional dog trainers and Alaska Dog Works team members can use to assess and improve their practice.
Products and Services
Body of Knowledge
Business
Alaska Dog Works / Dog Works Training Company
Purpose
Clearly identify and maintain the planned services and how they are positioned so the team, clients, and future professionals understand exactly what Alaska Dog Works offers, what makes it distinct, and how value is delivered.
1. Core Service Offerings
– Primary service categories are clearly defined: Family Dog Training, Service Dog Training, Therapy Dog Training, and related supporting programs.
– Each major program has a written description of what is included, what is required of the client or handler, and what successful completion looks like.
– New offerings are not added to the public list until they have been tested, documented, and approved against established standards.
– The team can explain the difference between programs in plain language.
2. Positioning & Competitive Distinction
– Core competitive advantages are understood and articulated: real-world reliability, consistent command vocabulary and homework system, long-term partnership approach, and practical Alaska-based standards.
– Distinctive features (command system, homework progression, leadership foundation, Core Knowledge approach) are documented so they can be taught and protected consistently.
– Limitations are acknowledged internally so the team does not over-promise.
– Marketing and sales language stays aligned with actual delivery capabilities.
3. Value Determination & Client Fit
– Value is determined by outcomes and reliability, not by volume of exercises or hours alone.
– Prospective clients are evaluated for fit against program requirements and real-world goals before enrollment.
– A structured conversation framework is used to qualify fit rather than leading with price or features.
– When a dog or handler is not a good fit, clear language and alternatives are available.
4. Service Quality Control
– Delivery of every program is checked against documented standards for commands, homework, progression, and real-world reliability.
– Client progress notes and homework compliance are treated as part of the quality picture.
– When results fall short, the first response is to examine delivery and follow-through against written standards.
– Client and handler feedback is reviewed for patterns that affect service quality.
5. Documentation & Team Readiness
– Current program descriptions, requirements, and client expectations are written and accessible to the team.
– New team members can explain the core offerings after onboarding.
– Any change to a program’s scope, requirements, or positioning is documented and communicated before it is used with clients.
– Pricing structure lives in the designated system and is applied consistently.
Review
The full Products and Services section is reviewed at least annually or after any major program change.
This section supports the four goals of the Body of Knowledge by providing clear service standards that professional dog trainers and Alaska Dog Works team members can use to assess and improve their practice.
Marketing Plan
Body of Knowledge | Business
Alaska Dog Works / Dog Works Training Company
Purpose
Develop and maintain a practical marketing and public relations approach so Alaska Dog Works consistently reaches the right people, protects brand integrity, and supports sustainable growth through repeatable systems rather than constant reinvention.
1. Market Understanding & Ideal Client
– A clear description of the ideal client exists for each major program.
– Ideal client profiles include real-world goals, common frustrations, and what success looks like from the client’s point of view.
– Marketing language and content are checked against these profiles before publishing.
– New content or campaigns begin with the question: who is this for and what problem does it solve?
2. Branding & Positioning Consistency
– All public-facing materials stay consistent with the Alaska Dog Works voice: practical, grounded, story-driven, and focused on real-world reliability.
– Branding elements and key language follow documented standards.
– Marketing never over-promises results or drifts from the established training philosophy.
– Distinctive features of the approach are presented accurately and consistently.
3. Content & Promotional System
– Content follows a repeatable process (podcast → written article → social repurposing) whenever possible.
– Core content pillars are defined and used consistently.
– Promotional materials are created from existing high-quality content rather than constant new production.
– Every major piece of content includes a clear next step for the audience.
4. Channels & Community Relations
– Primary channels are chosen deliberately rather than trying to be everywhere.
– Community and professional relationships are treated as long-term assets.
– In-person or live opportunities are selected based on fit and capacity.
– Channel performance is reviewed so effort stays on what produces qualified interest.
5. Measurement & Adjustment
– Simple, meaningful measures are tracked (qualified inquiries, content that leads to action, list health, source of program interest).
– Activity is adjusted based on results and capacity.
– What is not working is paused or redesigned rather than continued by default.
6. Team Execution
– Marketing tasks that can be systematized are documented and delegated.
– The team knows which decisions they can make independently.
– New team members receive clear guidance on brand voice and current priorities.
– Marketing systems protect leadership from being pulled back into daily execution.
Review
The full Marketing Plan is reviewed at least twice per year or after any major shift in programs, capacity, or market conditions.
This section supports the four goals of the Body of Knowledge by providing clear marketing standards that professional dog trainers and Alaska Dog Works team members can use to assess and improve their practice.
Business Plan
Body of Knowledge | Business
Alaska Dog Works / Dog Works Training Company
Purpose
Maintain a living strategic business plan so the organization thinks and acts with clarity, direction, and realistic foresight. The goal is a practical tool that guides decisions and supports consistent operations rather than a static document.
1. Vision, Mission & Core Values
– Vision, mission, and core values are written, current, and accessible to the team.
– These statements serve as a filter for major decisions about programs, partnerships, hiring, content, and capacity.
– When a proposed action conflicts with the stated vision, mission, or values, it is paused or redesigned.
– New team members are introduced to these foundational statements during onboarding.
2. Strategic Direction & Priorities
– Current strategic priorities are written and known to the team.
– Major initiatives are evaluated against these priorities before resources are committed.
– The team understands what is currently in scope and what is intentionally not being pursued.
– Strategic priorities are updated when capacity, market conditions, or direction changes.
3. Planning Rhythm
– A simple planning rhythm exists: annual direction, quarterly focus, and weekly operational priorities.
– Larger projects are broken into clear steps with owners and realistic timelines.
– Project management stays practical — enough structure to create progress without unnecessary bureaucracy.
– Completed and paused projects are documented so knowledge is retained.
4. Research & Decision Support
– Important decisions are informed by relevant facts (demand patterns, capacity, program results, and competitive observations) rather than assumptions alone.
– Simple tracking of key indicators is maintained so trends are visible.
– Uncertainty is acknowledged rather than hidden when data is incomplete.
5. Sales & Expense Awareness
– High-level awareness of sales and expense trends is maintained so the business can look forward.
– Pricing and program decisions consider both capacity and real delivery requirements.
– Categories that protect training quality and team sustainability receive appropriate attention.
6. Team Alignment
– Current direction and priorities are communicated clearly enough for the team to make aligned decisions.
– Strategic changes include the reasoning so the team understands the purpose.
– The Business Plan remains a working tool that is reviewed and updated, not a one-time exercise.
Review
The full Business Plan is reviewed at least once per year, with lighter quarterly check-ins on priorities and progress.
This section supports the four goals of the Body of Knowledge by providing clear strategic standards that professional dog trainers and Alaska Dog Works team members can use to assess and improve their practice.
Financial Plan
Body of Knowledge | Business
Alaska Dog Works / Dog Works Training Company
Purpose
Maintain a practical financial plan and supporting systems so the organization has clear visibility into its financial workings, can look forward with reasonable estimates, and protects both service quality and long-term sustainability.
1. Financial Visibility & Awareness
– Key financial information is visible on a regular cadence so decisions are informed rather than reactive.
– The difference between revenue, quality-protecting expenses, and discretionary spending is understood.
– Financial conversations stay factual. Consistent tracking reduces surprises.
– Detailed numbers live in the designated financial system; these standards define the rhythm around them.
2. Budgeting & Forward Looking
– A simple operating budget or high-level projection exists so the business can look several months ahead.
– Categories that directly affect training quality, client experience, and capacity are protected.
– Significant variances from expectations are examined and the plan is adjusted.
– Forward-looking estimates are treated as planning tools, not guarantees.
3. Cash Flow Awareness
– Cash position and near-term needs are monitored so obligations can be met without last-minute stress.
– Large or irregular expenses are anticipated when possible.
– Timing of income and major outflows is understood well enough to avoid avoidable pressure.
– Potential cash issues are raised early.
4. Core Financial Systems
– Reliable systems exist for invoicing, payment recording, expense tracking, and basic reporting.
– Payroll and related obligations (when applicable) are handled accurately and on time.
– Records are organized so information can be retrieved without depending on any single person.
– Tools in use are kept current and accessible to the people who need them.
5. Compliance & Professional Support
– Tax obligations and required filings are identified and handled on time or delegated to qualified professionals.
– Basic legal and regulatory requirements that affect business finances are respected.
– Professional support is used where it protects accuracy and reduces risk.
– The team knows what must be escalated.
6. Decision Support & Sustainability
– Financial information supports decisions about capacity, focus, hiring, and major purchases.
– Spending that protects training standards and team sustainability is prioritized.
– When financial pressure appears, the response begins with examining capacity, alignment, and delivery efficiency rather than cutting quality.
Review
The full Financial Plan is reviewed at least once per year, with lighter monthly and quarterly check-ins.
This section supports the four goals of the Body of Knowledge by providing clear financial standards that professional dog trainers and Alaska Dog Works team members can use to assess and improve their practice. No confidential financial data is included.
Basis for Body of Knowledge Business
Business Plan
Develop an understanding of, and familiarity with, the process of creating a strategic and thorough business plan in order to:
- Think about business in a strategic way
- Study and research facts of business
Knowledge Of:
- Fundamentals and key elements of strategic and business plans
- Project management techniques
- Web analytics
Skills In:
- Developing vision, mission, core values
- Strategic, analytical and critical thinking
- Applying project management techniques
- Writing
- Team work and collaboration
- Researching
- Interpersonal communication
- Projecting sales and expenses
Products and Services
Identify planned services and pricing structures
Knowledge Of:
- Proposed products
- Proposed services
- Competitive market research
- Competitive advantages and disadvantages
- Proprietary features
Skills In:
- Conducting competitive market research
- Inspecting products and services
- Determining product and service value
- Problem solving
Marketing Plan
Develop a marketing plan and public relation strategy in order to:
- Understand your market
- Identify effective marketing services
Knowledge Of:
- Fundamentals and key elements of a marketing and public relations plan
- Effective promotional materials utilizing internal talent and/or external vendors as needed
- Media process and planning
- Branding procedure and process
- Traditional and web-based advertising
- Community relations
- Types of marketing materials
- Type of talent needed
- Project management techniques
- Competitive analysis
- Industry economics
- Distribution channels
- Target customer demographics
- Marketing strategies
- Promotional strategies
- Social media, including live media
Skills In:
- Vision and direction
- Researching
- Promoting products and services
- Strategic and analytical thinking
- Planning, scheduling and organizing
- Creative writing
- Applying project management techniques
- Team work and collaboration
- Good sense of timing
- Projecting
- Measuring results
- Interpersonal communication
- Multitasking
- Delegation
- Applying branding processes and procedures
- Communication (written and verbal)
- Conducting competitive analysis research
- Analyzing research findings
- Math, budgeting
- Finding and understanding your niche
- Understanding your ideal client
Operational Plan
Develop a through operational plan in order to:
- Identify and organize daily operations
- Identify service area and location
- Identify require supplies and equipment
- Develop policies and procedures
Knowledge Of:
- Fundamentals and key elements or writing business policies and procedures
- Laws and regulations governing business
- Human rescues system
- Project management techniques
- Develop employee manual
- Key elements of an employee training manual
- Fundamentals of instructional design
- Fundamentals of adult learning theories and practices
- Filing systems and record management
- Identify needed resources including but not limited to:
- Equipment
- Staffing
- Stationary
- Computers
- Software, etc.
- Information technology
- Web-based teaching
Skills In:
- Written and oral communication
- Strategic, analytical and critical thinking
- Problem solving
- Setting standards
- Team work and collaboration
- Researching
- Personnel practices
- Using common business software
- Coaching staff
- Organizing effective meetings
- Negotiation
- Documentation
- Applying project management techniques
- Writing
- Identifying key issues
- Explaining connects
- Identifying outside resources
- Filing
- Organization
- Typing/writing
- Recording data and information
- Human relations
Management and Organization
Identify management and organization structure in order to:
- Determine day-to-day business management plan
- Identify staffing needs and requirements
Knowledge Of:
- Business management
- Organizational chart
- Job descriptions
- Project management techniques
- Fundamentals of customer service
- Fundamentals of effective communication
- Business products and services
- Basic project management
- Fundamentals of operating a business
- regulations impacting businesses
- Ethics
- Internal/external correspondence
- Business operation ponies, strategies and requirements
Skills In:
- Management
- Supervision
- Delegation
- Written and oral communication
- Problem solving
- Critical thinking
- Using social media
- Planing, organizing and scheduling
- Setting priorities
- Budgeting
- Project management techniques
Financial Plan
Develop a thorough and accurate financial plan in order to:
- Reasonably estimate financial future
- Improve insight into financial workings of business
Knowledge Of:
- Budget development
- 12-month project and loss projection
- Projected cash flow
- Start-up expenses
- Capitalization
- Financial/accounting principles and concepts
- Investment principles
- Financial software
- Payroll and payroll procedure
- Tax law and other legalities
- Develop a financial system, including but not limited to:
- Payroll
- Invoices
- Sales receipts
- Reports
- Expenses
- Project management techniques
- Accounting system
- Inventory management software
- Retail sales
- Personal financial statement
- Taxes
- Business investment options
Skills In:
- Budgeting
- Systematic thinking
- Financial projection
- Financial management
- Bookkeeping
- Accounting
- Filing
- Math
- Attention to detail
- Managing inventory an supplies
- Planning, organizing, scheduling
- Operating a computer
