In the spotlight with Fiona Pedley The Canine VA

In the spotlight with Fiona Pedley The Canine VA

Author: Rachel Spencer July 16, 2024 Duration: 59:50

Fiona Pedley is known as The Canine VA, a virtual assistant specialising in supporting dog businesses.

A former executive assistant working in corporate, Fiona began her self-employed journey in the 2020 lockdown, making the leap to start her own business.

As a dog mum and having studied and worked as a dog trainer, she gravitated towards working with dog-related businesses and in 2024 rebranded as The Canine VA.

In this episode, we chat about the challenges and lessons she’s learned along the way, how she supports her clients, and how her business has evolved.

Plus, we discuss the challenges around being visible, ways to show up on social media that feel right for you, and the importance of networking and relationship-building in growing your business.

With a string of awards and a waitlist of clients who want to work with her, Fiona has achieved so much in a short space of time in her business.

I hope you find this episode inspiring, and you’ll find all the links to connect with her at the bottom of this post.

Key topics and timings in this episode:

0:02 - Introduction to Fiona and her business, The Canine VA.

1:30 - Fiona's corporate background and transition to starting an online business.

4:23 - How Fiona discovered the virtual assistant world during COVID-19 and decided to take a leap of faith and start her own business.

6:14 - Why Fiona decided to specialise in working with dog businesses.

10:10 - The main challenges Fiona's clients face, time constraints and technology and how she supports them,

14:58 - How Fiona built her business through visibility and relationship-building.

23:23 - Fiona's approach to content creation and social media.

27:49 - Why Fional decided to rebrand and become The Canine VA.

35:41 - What’s included in Fiona's new product line, including record books for dog groomers.

44:43 - Fiona's advice for people feeling overwhelmed in their business.

54:35 - How to find and connect with Fiona online.

Links mentioned in this episode:

Connect with Fiona via her website: http://www.thecanineva.co.uk/

Follow her on Facebook: https://www.facebook.com/TheCanineVA

On Instagram: https://www.instagram.com/thecanineva

LinkedIn: https://www.linkedin.com/in/fiona-pedley/

Further listening

The power of building relationships in your pet business with Kerry Jordan

Using your strengths to build a business you love with Sasha Louise Smith

Putting you first and creating a pet business that makes you happy with Jane Ardern

How to feel more comfortable and confident with self-promotion

Is my Pets Get Visible membership right for you?

Why I trained as an accredited coach and what that means for your pet business


There's a persistent myth in the pet industry that success requires a rigid, one-size-fits-all formula. Your Pet Business, Your Way exists to dismantle that idea entirely. Hosted by Rachel Spencer, a journalist and accredited coach with deep roots in this world, this podcast is a conversation for pet professionals-groomers, trainers, walkers, product makers-who feel exhausted by generic marketing advice and industry trends that clash with their personal values and lifestyle. Rachel brings her background as a mentor and author to frank discussions about building a sustainable enterprise that doesn't demand you sacrifice your family time, your sanity, or your unique voice. Episodes delve into practical strategies for marketing, client relationships, and entrepreneurship, but always through the lens of your individual circumstances. You'll hear from Rachel directly, as well as insights from others navigating the same path, focusing on how to grow a business that genuinely fits around your life, whether that involves kids, other passions, or simply a desire for more autonomy. This isn't about following a rulebook; it's about writing your own. Tune in for a refreshingly realistic take on creating a pet business that thrives on your terms, making this podcast a trusted resource for anyone who believes their love for animals and their personal ambitions can truly coexist.
Author: Language: English Episodes: 100

Your pet business, Your way
Podcast Episodes
Behind the scenes of the 2026 Pet Business Content Planner launch [not-audio_url] [/not-audio_url]

Duration: 28:35
Are you planning to launch a new product or service and want to get an idea of what to expect?This episode is a behind the scenes account of launching my Pet Business Content Planner for 2026.This is a product I created…
How to have a spring reset in your pet business [not-audio_url] [/not-audio_url]

Duration: 24:25
Did you come into the New Year feeling all fired up and filled with energy about your pet business and what was going to happen in 2026?Then, as we were flung into wars, political upheaval, economic uncertainty, did it f…
15 lessons from 15 years of Theo Paphitis' Small Business Sunday [not-audio_url] [/not-audio_url]

Duration: 35:08
Each year, Theo Paphitis hosts the Small Business Sunday winner’s event to celebrate small businesses and give them a boost.It’s a brilliantly inspiring day where Theo and a line-up of speakers share lessons, practical a…
How to become a more confident writer with Rikki Sullivan [not-audio_url] [/not-audio_url]

Duration: 1:13:36
Rikki Sullivan is The Canine Copywriter - a specialist dog copywriter and marketing strategist who helps pet professionals put themselves out there without wrecking their nervous system.In this episode, we talk about con…
How to write a press release for your pet business [not-audio_url] [/not-audio_url]

Duration: 33:23
Do you need to write a press release about your pet business?You're in the right place!This episode will cover everything you need to know when it comes to creating a press release for your pet business.But what I’m real…