Issue link: http://www.insightdigital.biz/i/90974
A CLOSER LOOK Born to be an entrepreneur and refurbishing distressed properties, in the 1960s and 1970s. And 30 years ago, Boelke started a video production company ("Everybody was doing that in the 1980s, J " he says). But his most interesting family tie is his great uncle, who Boelke says invented the "fuzz" on paint rollers. very inexpensive product both to produce and to purchase, Dancer retails around $3; the company also offers other iterations of the Cat Dancer toy as well as a $70 automatic Mouse in the House toy. " he adds. Cat No trivial business While non-pet owners might think such products are luxuries, statistics show differently. According to the im Boelke comes from a family of entrepreneurs. His father ran his own real estate firm, buying 2011-12 American Pet Products Association (APPA) National Pet Owners Survey, 62 percent of U.S. households includes a pet (that' ON THE WEB www.catdancer.com million homes). And last year, $50.96 billion was s 72.9 spent on pets, for everything from food to veterinary care to accessories like clothing and toys. The APPA estimates that number to grow by more than $2 billion in 2012. That doesn't surprise Boelke (or his feline associates Otis and Spike). "The pet industry has weathered the recession very well, of Green Bay agrees. "Cat Dancer's simplistic design is its best feature, are a relatively inexpensive indulgence." Cat owner Natalie Vandeveld " he says. "Cat toys Vandeveld, who serves as the Door County Humane Society Volunteer Coordinator of the Green Bay Petsmart Adoption Center. "My cats can't take their eyes off Evolutionary Company to enhance your people " says of it. I can engage all my cats in play by using this one toy. And I was impressed that the Cat Dancer was made locally, which strengthened my choice in being a long-time customer. Boelke admits that having an " American-made product, especially in the pet industry, has helped his company grow. "That has become far more important to people in the last few years. Our retailers appreciate that. While the industry has consolidated " over the years, he admits, "It's hard to be a competitor no matter where you are. You have to have products that have innovation…and have their own personality. 22-pound Maine coon Otis might ascribe to: "Be different. In short, his philosophy is one his " " Business Expo 2013 Thursday, January 31 Oshkosh Convention Center 10 a.m. to 7 p.m. Featuring a "Wisconsin Sports" theme Revolutionary Products to enhance your business Oshkosh Convention Center 10 a.m. to 7 p.m. Thursday, January 31 Featuring a "Wisconsin Sports" theme Booth space still available Contact Megan Kok: 920.303.2265, ext. 16, megan@oshkoshchamber.com 800-362-4333 • www.rhymebiz.com GREEN BAY . JANESVILLE . MADISON . MILWAUKEE . OSHKOSH . PORTAGE . RICHLAND CENTER . WAUSAU Business Expo Media Sponsor www.insightonbusiness .com November 2012 • INSIGHT | 43