Noora Keskievari – OneMind Dogs

NxG Award 2017 Finalist

Noora Keskievari

Member Association: Finland
Project description: OneMind​ ​Dogs​ ​is​ ​a​ ​dog​ ​training​ ​method​ ​and​ ​a​ ​scalable​ ​dog​ ​training business.​ ​Through​ ​the​ ​online​ ​service​ ​and​ ​F2F​ ​events​ ​OneMind​ ​Dogs​ ​is​ ​globally​ ​available. 70%​ ​of​ ​the​ ​customers​ ​are​ ​from​ ​North​ ​America​ ​and​ ​the​ ​OneMind​ ​Dogs​ ​coach​ ​network​ ​is presented​ ​in​ ​15​ ​countries.
Year initiated: 2012


How does your project provide a solution to a problem or satisfies a specific need?

In​ ​the​ ​USA​ ​alone,​ ​almost​ ​half​ ​of​ ​all​ ​households​ ​own​ ​a​ ​dog;​ ​in​ ​many​ ​states​ ​there​ ​are​ ​more dogs​ ​than​ ​kids!​ ​To​ ​train​ ​dog​ ​well​ ​is​ ​not​ ​easy,​ ​it​ ​is​ ​expensive​ ​and​ ​the​ ​quality​ ​of​ ​the​ ​training varies​ ​hugely.​ ​The​ ​dog​ ​training​ ​business​ ​is​ ​very​ ​fragmented,​ ​person-driven​ ​and old-fashioned.​ ​This​ ​leads​ ​to​ ​a​ ​major​ ​problem:​ ​abandoned​ ​dogs.​ ​In​ ​Unites​ ​States​ ​only​ ​there are​ ​3.3​ ​million​ ​dogs​ ​on​ ​average​ ​entering​ ​the​ ​rescue​ ​shelter​ ​annually​ ​and​ ​670,000​ ​dogs​ ​are euthanized​ ​in​ ​the​ ​shelters.


How do you create customer value?

OneMind​ ​Dogs​ ​is​ ​a​ ​game​ ​changer.​ ​The​ ​methodology​ ​is​ ​based​ ​on​ ​the​ ​natural​ ​behaviour​ ​of dogs,​ ​so​ ​the​ ​dogs​ ​learn​ ​it​ ​quickly​ ​and​ ​easily.​ ​Our​ ​talented​ ​team​ ​has​ ​decades​ ​of​ ​experience in​ ​training​ ​dogs​ ​and​ ​their​ ​owners.​ ​OneMind​ ​Dogs​ ​is​ ​the​ ​leading​ ​online​ ​dog​ ​agility​ ​training service,​ ​and​ ​the​ ​brand​ ​is​ ​highly​ ​regarded.​ ​Through​ ​the​ ​online​ ​service,​ ​high​ ​quality​ ​videos and​ ​e-learning​ ​tools,​ ​OneMind​ ​Dogs​ ​is​ ​affordably​ ​available​ ​to​ ​anyone​ ​at​ ​anytime.​ ​OneMind Dogs​ ​method​ ​itself​ ​makes​ ​dog​ ​training​ ​easy,​ ​efficient​ ​and​ ​fun!​ ​Anyone​ ​can​ ​learn​ ​to​ ​train​ ​their dog​ ​with​ ​the​ ​help​ ​of​ ​OneMind​ ​Dogs.


How is your project innovative?

OneMind​ ​Dogs​ ​is​ ​a​ ​total​ ​game​ ​changer​ ​in​ ​the​ ​dog​ ​world!​ ​Since​ ​all​ ​dogs​ ​speak​ ​the​ ​same language,​ ​the​ ​OneMind​ ​Dogs​ ​method​ ​works​ ​for​ ​every​ ​dog​ ​anywhere​ ​in​ ​the​ ​world.​ ​No​ ​need to​ ​travel​ ​around​ ​the​ ​world​ ​–​ ​you​ ​can​ ​learn​ ​high​ ​quality​ ​dog​ ​training​ ​online​ ​and​ ​have​ ​the support​ ​of​ ​the​ ​community.

It​ ​has​ ​taken​ ​over​ ​100​ ​combined​ ​years​ ​of​ ​expertise,​ ​by​ ​the​ ​most​ ​talented​ ​people​ ​in​ ​dog training,​ ​to​ ​develop​ ​and​ ​learn​ ​to​ ​apply​ ​the​ ​method.​ ​We​ ​have​ ​discovered​ ​a​ ​way​ ​to​ ​maintain the​ ​quality​ ​even​ ​when​ ​scaling​ ​the​ ​coach​ ​network.


How do you plan to grow, scale, and expand the impact of your idea?

The​ ​online​ ​service​ ​itself​ ​is​ ​naturally​ ​scalable.​ ​It​ ​offers​ ​hundreds​ ​of​ ​high​ ​quality​ ​videos, courses​ ​and​ ​other​ ​training​ ​materials.​ ​OneMind​ ​Dogs​ ​has​ ​a​ ​very​ ​strong​ ​coach​ ​network​ ​and we​ ​have​ ​discovered​ ​how​ ​to​ ​scale​ ​that​ ​while​ ​maintaining​ ​​ ​the​ ​high​ ​quality​ ​of​ ​​ ​training​ ​in​ ​the core.​ ​We​ ​are​ ​rapidly​ ​expanding​ ​the​ ​coach​ ​network​ ​globally.​ ​That​ ​way​ ​we​ ​are​ ​able​ ​to​ ​scale the​ ​offline​ ​coaching​ ​as​ ​well​ ​as​ ​the​ ​passionate​ ​community.​ ​​ ​We​ ​are​ ​smartly​ ​combining​ ​the online​ ​and​ ​offline​ ​world​ ​of​ ​dog​ ​training​ ​and​ ​the​ ​community.​ ​We​ ​want​ ​to​ ​ensure​ ​that​ ​the passion​ ​and​ ​the​ ​growth​ ​go​ ​hand​ ​in​ ​hand.

OneMind Dogs started with the target group of dog agility – the fastest growing dog sports. The team has learned a lot about this passionate niche market and is now ready to scale up the business to all dog owners, who want to train their dogs with an efficient and easy way.


What is the most valuable mistake that you have made, and what did you learn from it?

The​ ​business​ ​itself​ ​has​ ​been​ ​very​ ​different​ ​to​ ​most​ ​others.​ ​It​ ​has​ ​involved​ ​lots​ ​of​ ​talent, passion​ ​and​ ​different​ ​mindsets.​ ​In​ ​the​ ​early​ ​stage,​ ​the​ ​CEO​ ​Noora​ ​Keskievari​ ​(also​ ​a professional​ ​dog​ ​trainer)​ ​was​ ​in​ ​charge​ ​of​ ​the​ ​business​ ​side​ ​and​ ​the​ ​others​ ​focused​ ​on method​ ​and​ ​​ ​content​ ​development.​ ​For​ ​the​ ​first​ ​few​ ​years​ ​this​ ​worked​ ​well​ ​but​ ​eventually​ ​it was​ ​too​ ​much​ ​work​ ​for​ ​the​ ​CEO​ ​alone.​ ​Now​ ​OneMind​ ​Dogs​ ​also​ ​has​ ​a​ ​COO,the​ ​duties​ ​are better​ ​balanced,​ ​and​ ​the​ ​team​ ​is​ ​stronger​ ​than​ ​ever.