The Petfluencer Workbook — 19 modules, 40 profiles, 150 content ideas for €97 · buy now
Online course in the learning centre
Become a successful petfluencer — with a system, without burning out your pet.
Turn your dog or cat into a brand that carries you. 19 modules, 40 profiles, 150 content ideas, 100 brands, 36 templates — plus the legal & tax framework for Germany, Austria & Switzerland.
327 lessons in the learning centre – unlocked instantly
19 modules from your first post to your first contract
40 researched account profiles: 20 international, 20 from Europe
150 content ideas in 10 groups + a 90-day starter plan
100 brands that already work with petfluencers
The 7 income streams: partnerships, UGC, affiliate, products & more
Good to know: the course and the workbook are available in English and in German. You pick your language after checkout — same content, same price.
Secure payment via Stripe Instant access after payment 327 lessons
Content
327 lessons
Workbook
Included
19modules from first post to first contract
36templates: media kit, pipeline, contracts
7income streams broken down in detail
327
Lessons
19
Modules
40
Account profiles
150
Content ideas
36
Templates
Honest upfront
Who this workbook is for — and who it is not for
This fits you
You have a pet that moves people — and you want to build something real from it.
You are starting from zero or from a few hundred followers.
You want to know what brands pay and how to negotiate.
You want your legal, tax and ad-disclosure side done properly.
You want to protect your animal, not exploit it.
Then better not
You are looking for the hack to 100,000 followers in four weeks.
You want to buy reach instead of building it.
You do not care how your animal feels in front of the camera.
You want to watch instead of work — this is a workbook.
What is inside
From your first post to your first contract
No “get rich with your dog”. Honest numbers, real profiles, concrete templates — and in every module the same question: what does this mean for your animal?
The 7 income streams
How petfluencers really make money
Brand deals are only one of seven pillars. The workbook shows all of them — with realistic ranges, effort and examples.
Brand partnerships
Sponsored posts, campaigns and long-term ambassador deals.
UGC
User-generated content for brands — even without huge reach.
Affiliate
Commission on every product sold through your link.
Photo, video and music licensing, print-on-demand rights.
Appearances & events
Trade shows, podcasts, TV, local events, paid partnerships.
Pricing logic
How brands calculate
Five factors decide what a partnership is worth. The exact pricing formula and the negotiation scripts are in module 10.
How brands calculate
Brands do not pay a flat rate. They weigh five factors — and your quote is built from them.
01
Reach
Followers and actual views per post – the starting point of every calculation, but never the only factor.
02
Engagement
Comments, saves, watch time. A small, awake community is often worth more to brands than a large, silent one.
03
Niche & fit
How closely your topic, your animal and your community match the brand – and how replaceable you are.
04
Usage rights
Where, how long and in which channels the brand may use your content. Every extension is its own line item.
05
Exclusivity
How long you may not work with competitors. Exclusivity costs you work – so it is negotiated separately.
The full pricing formula, the negotiation scripts and the briefing check are in module 10. We deliberately name no figures here: what is possible depends on your account, your niche and your negotiation.
What you get
Three things, right after payment
Access to the learning centre
327 lessons in 19 modules, unlocked instantly, access with no expiry date — on phone and desktop.
The complete workbook as a PDF
346 pages to print and fill in. Canvases, exercises, tables — analogue and digital.
Mira, Jonas and Steffi walk with you through the workbook. They are fictional companion characters – composed from typical starts, doubts and decisions.
M
Mira & Nala
Vienna · British Shorthair, 3 years
Office job, 82 followers, camera-shy. Finds her niche in month three and learns when the camera stays off.
J
Jonas & Balu
Hamburg · rescue dog from Romania, 5 years
Father of two, 0 followers, angry about the romanticising of rescue work. Builds an account with a real stance.
S
Steffi & Fiete
Bern · Rhodesian Ridgeback, 1 year
Physiotherapist, 340 followers, wants a second income. Uses the account as a door opener for her animal physio training.
An animal welfare code, not a click chase
Every module asks the same question: what does this mean for your animal? You learn to read stress signals, set boundaries and recognise when the camera simply stays off. That is exactly what keeps accounts credible long term — and interesting for brands.
Michael Lederer
Who is behind it
I don't write motivational quotes. I write workbooks.
Entrepreneur for 29 years, founder of Schnauze.Digital, co-founder of an animal academy and author of several business workbooks for pet professionals. This workbook is exactly that: something to fill in, not something to watch on the side.
29 years an entrepreneur
Founder of Schnauze.Digital
Co-built an animal academy
Author of several workbooks
Access with no expiry date
Buy now — €97
Right after payment you receive your access to the learning centre by email — with all 19 modules plus the workbook as a PDF.
327 lessons in the learning centre – unlocked instantly
19 modules from your first post to your first contract
40 researched account profiles: 20 international, 20 from Europe
150 content ideas in 10 groups + a 90-day starter plan
100 brands that already work with petfluencers
The 7 income streams: partnerships, UGC, affiliate, products & more
36 templates: media kit, briefing check, pipeline, contract clauses
Legal & tax framework for Germany, Austria and Switzerland
Animal welfare code: when the camera stays off
€97incl. VAT · one-off
“I put everything into it that I learned building an animal academy and from more than 4,600 courses sold — including the mistakes.”Michael Lederer, Schnauze.Digital
Clicking “Buy now” asks for your email address and your confirmation that access starts immediately, then opens the secure checkout. Your course access is unlocked right after successful payment. Available in English and German.
Pet influencer guide
What a pet influencer does — and what the workbook teaches
Short honest answers to the questions people ask before they start. Every answer points to the module that covers it in full.
What is a pet influencer?
A pet influencer (or petfluencer) is a pet account run by a person: you publish photos and videos of your dog, cat, rabbit or reptile, build an audience around a recognisable character, and get paid by brands, platforms and your own products. Module 01 of the workbook explains how that advertising market works, and module 02 shows 40 real account profiles — 20 international, 20 from Germany, Austria and Switzerland — with their niche, reach and how each one actually earns.
How do you become a pet influencer?
In the workbook it is a sequence, not a guess: pick a niche and write your pet's story (module 03), commit to one main platform (module 04), set up name, handle, bio and your first nine posts and work towards your first 1,000 followers (module 05), learn phone photo and video with an animal that is not a prop (module 06), then run the 90-day starter plan with 150 content ideas so you never improvise a post again (module 07). Module 08 covers growth without bought reach: hooks, retention and community.
How much do pet influencers make?
There is no single number, and the workbook does not promise one. Module 09 breaks income into seven streams — brand partnerships, UGC, affiliate, platform payouts, your own products, licensing and paid appearances — and module 10 gives you the pricing formula, negotiation scripts, the media kit and the briefing check so you can price a campaign instead of accepting whatever is offered. The calculator on this page shows realistic corridors by follower count, niche and how often you actually work with brands.
How do you get brand deals for your pet account?
Module 11 lists 100 brands that already work with petfluencers, the contact routes that reach a real decision maker, a pipeline to track every pitch, a follow-up rhythm and the results email that turns one campaign into a second. The 36 templates include the media kit, the pitch, the briefing check and contract clauses, so you send professional documents from the first email.
Is it fair to make your pet an influencer?
Only under conditions, and they are written down. The animal welfare code in module 12 defines when the camera stays off, how to read stress signals, and what the animal welfare laws of Germany, Austria and Switzerland require. Module 14 covers boundaries, shitstorms, ageing and loss. The rule the whole workbook is built on: no post is worth a stressed animal.
