Farriery is a centuries old profession that hasn’t changed much at its core. However, in this day and age, technology can help take your hoof-care business to the next level.

Technology is underutilized in farriery, though. While 67% of farriers carry a smartphone, only 51% use computers in their footcare business, according to the most recent American Farriers Journal Farrier Business Practices Survey. Approximately 31% use them for accounting. Another 18% schedule their clients’ next appointments on them, while 20% use them for invoicing. Just 39% of farriers use tablets and predominately utilize them for photographic (74%) and video (54%) purposes.

Whether you’re looking for a low-cost advertising outlet or a way to streamline your bookkeeping, one or more of the solutions highlighted here can help.

There’s An App For That

Equine United

What it is: A mobile directory that connects horse owners and equine professionals.

Brody White, a Seguin, Texas-based certified journeyman farrier, thought that if he served all of the horses within 5 miles of his house, he’d never have to leave his neighborhood for work. Then he wondered how many horse owners within that area knew he was a farrier. He searched the internet for online directories and couldn’t find one. As a result, he created and launched Equine United in April of 2017.

The app is a free download from Google Play and Apple’s App Store, and works off a phone’s GPS software. The user pins a location on a map of the United States and sets a mile radius from that point. Then the app generates a listing of clinics, farriers, veterinarians, dentists, chiropractors, trainers, horse hotels, transportation, boarding facilities and feed stores within the specified area. Farriers and other professionals can be listed in the directory for free.

The premise is that horse owners and trainers will use the directory to find professionals and resources.

“The user can open the app and it supplies a list of all the farriers who service the area,” White says. “You can click on a farrier’s icon and it will give you their contact information, a star rating that’s generated by customer feedback and their distance from you. You can call them just by clicking on their phone number in the app.”

Wichita Falls, Texas, farrier Nikki Smith describes herself as a tech-challenged person and has found the app easy to use.

“It was a really handy resource during Hurricane Irma to help horse owners find places for layovers and transportation when they were evacuating,” she says. “It gives our industry an opportunity to have easy access to other practitioners and events.”

White and co-owner Trent Thompson are working on enhancements. The new version will function similar to the Uber and Lyft ride-sharing apps. Farriers can indicate they are “on duty,” and users can hire them.

“People will be able to see where you’re at and they can also post that they have a job,” White says. “So if you want to go grab business in an area, you can do that.”

In the new version, White plans to include a rating system with two-way reviews that allows farriers to rate clients/horses and vice-versa.

“We’re hoping to make a huge impact on the industry,” he says, “and give young farriers coming out of school a better way to build their business than putting up flyers at the tack store or going door-to-door.”

Taking Your Office On The Road

EEDS

What it is: A mobile office solution. “It’s an office in your pocket, so to speak,” says Barry Fawthrop, a mobile developer.

Fawthrop launched EEDS in 2005 and has made continuous upgrades and enhancements. The app, which is available from Google Play and Apple’s App Store, was designed with input from professionals to be a comprehensive practice management, diagnostic imaging and accounting software program tailored to meet the needs of the veterinary and farrier industries. EEDS is designed for the iPad with portability and convenience in mind.

The app brings separate applications into one system that helps farriers manage client records, keep track of appointments, view diagnostic images — such as radiographs, ultrasound, MRI and thermographs — and balance their books. The key feature of EEDS is that the internet is not needed to make the software work. The internet can be used to store and backup data for safekeeping or for transferring data to a cloud storage for additional security.

“We saw the need for farriers and veterinarians to carry all their horse records with them, safely and securely,” he says.

For example, in the veterinarian space, they can arrive at a farm, look at the horse’s past procedures as well as take pictures, video, radiographs and measurements to formulate a corrective action or perform the most competent procedure within hours as opposed to days, thus shortening the pain the horse is suffering.

“No more driving to the horse to take radiographs, then driving to the office to diagnose and again driving back to the horse to correct the problem. It’s all at your fingertips,” he adds.

Collin Kimple, a Richmond, Mass.-based farrier, began using the EEDS app nearly 3 years ago and uses it for about 40% of his billing.

“I use it on my iPad and find that it’s convenient,” he says. “It links to PayPal and a lot of clients appreciate that they can pay that way.”

Since Kimple specializes in Morgan and Saddlebred show horses, he travels frequently. The show barns he services often have clients spread across the country, making it difficult for trainers to coordinate having a check on-site the day of the visit.

“EEDS lets me email the invoice directly to the client rather than mail it, and it links to PayPal,” he says. “Sometimes I’ll get paid within minutes of sending the invoice. That’s pretty gratifying.”

With the EEDS app, he catalogs the different shoes, pads and packing each horse receives and can itemize each item on the invoice so clients know exactly what services were performed. The software also allows for easy entry of new horses and clients.

Farriers Manager by AmBrit Software

What it is: “Native” software that provides record keeping for equine professionals.

John Fligg, the CEO of AmBrit Software LLC, first launched Farriers Manager in 2001 as a solution for the farrier that took care of his horses.

“My own farrier’s business was growing rapidly,” he says. “His method of record keeping by hand was becoming unmanageable. I developed a system for him, which gave me invaluable insight into the specific needs of a farrier.”

The Farriers Manager caters to multiple farriers, but it can’t easily share data between devices. It’s available at a one-off cost.

West Sussex, England, farrier David Nicholls has used AmBrit Software almost since the time it was launched. He appreciates that the system helps him project a professional image and provides clients with a personal touch in record keeping,

“When a client asks about something relevant to their horse and I’ve documented several visits, I can go to the record and look it up,” he says. “I can store radiographs, scans and other information easily. When a vet asks about something relating to a horse, I can look it up and even email the information to them.”

iForgeAhead

What it is: Business software designed for farriers that manages client and horse information, scheduling details and financial records.

Forge Ahead was the initial desktop version released 20 years ago by Backroads Data. In mid-2012, a redesigned web-based version named iForgeAhead was released. The new version allows users to manage their business from any device with internet access. A remote access app, which contains a subset of the most commonly used data sets, is available as an add-on for farriers working in areas without reliable internet or cell service. The data syncs back to the main database with the click of a button.

The cloud-based system works with any Windows or Mac computer, as well as smartphones and tablets. New users start with a free 30-day trial, which does not require payment information at the startup.

“There is no limit on the number of records that you can create and you have full access to every feature during the free trial,” says Julie Schwalm with Backroads Data in Sunrise Beach, Mo.

The recordkeeping program allows for contacts, an individualized horse history, scheduling and bookkeeping. The sophisticated program can store unlimited pictures and intricate details such as when a horse was last trimmed, hoof angles and lengths while streamlining billing, accounts receivable and inventory. There is no character or size limit on the note sections.

“Some practitioners want to be able to track hoof angles, hoof length, etc., over time and this allows them to do so,” she says.

The scheduling module is a particularly powerful tool, according to Schwalm, because it is more than an electronic appointment book. While viewing the calendar, the system links each individual record for horses scheduled that week for quick access to a horse’s history and any past due balances.

Kyle Crawford, a farrier from Lawson, Mo., has found iForgeAhead to be particularly useful in reducing past due balances.

“Before using it, I’d forget that people owed me and it may have been three or four times before I caught up with them,” he says. “Now I have minimal outstanding balances.”

Stephen Mayer from Upperville, Va., has been using the program since it was beta-tested 2 decades ago.

It has allowed him to streamline his paperwork and collect payment on the spot. The ability to upload an image of the horse has eliminated his worst nightmare.

“I have a helper and having a picture of the horse makes sure the right horse is worked on, even if the horse is in the wrong stall or the owner isn’t around,” he says.

Mayer pays an additional nominal fee to send email and text message appointment reminders to clients.

“It has paid for itself,” he says. “It lets people know I’m coming.”

Hoofmanager

What it is: Data management software and continuing education platform.

Huyge Nick wanted a better way to manage his hoof-care appointments, clients and horses. So the Edegem, Belgium, farrier decided to do it himself.

“Hoofmanager was originally built for my own private use in my farrier business, but due to an unfortunate accident, I’m no longer able to return to my farrier business,” Huyge says. “After some soul searching, I decided that I really wanted to stay in the hoof-care world. The idea evolved to extend my own program to be useful for other farriers.”

The application helps users keep track of their clients, unpaid bills, special requests and manage appointments, as well as store important information such as hoof angles, lengths, the horse’s history and unlimited photos. Hoofmanager is also incorporating a continuing education platform.

“We’ll be adding sections that provide articles on anatomy, horseshoes, forging and how-tos,” he says. “Our application also offers a ‘Farrier Talk’ section where farriers who use the application can get together and ask questions on a difficult job to help each other, talk about forging, shoeing and other aspects of hoof care.”

Huyge says additional features will continue to be added.

“We’ll be listening to our farriers,” he says. “If they request specific features that would help the community, we will include them in our application. Our motto is, ‘For farriers, by farriers.’”

The application was designed to help keep farriers focused on what they do, so it’s imperative to keep it as easy as possible, Huyge says.

“By keeping an organized business, our users will have more time to do the thing they all love — shoeing more horses,” he says. “Signing up only takes 1 minute. Setting up all of your business data takes about 5 minutes, and you’re ready to start entering your first clients, horses, appointments, etc.”

The app is available on any mobile device, laptop or PC. The developers also offer a free 30-day trial with full access. No credit card is required and there’s no obligation. Users can sign up for a $15 monthly plan or a $150 annual plan at
hoof-manager.com.

PonyApp

What it is: Business software designed for equine professionals who issue invoices.

As professional show jumpers, Lucy Davis and Lindsay Douglass receive a number of invoices from horse care professionals — and they all manage their business records in different ways.

“It just seemed pretty scattered,” Davis says. “We felt like there has to be a way to connect all of this together in a more efficient way so we can have the best possible care for our horses.”

The pair spoke with many different professionals about what they wanted in an invoicing software.

“We found, particularly with farriers, that there seemed to be a need for something that wouldn’t take so much time doing their billing — to streamline it,” Davis says. “We took that back, along with some other professionals, and built PonyApp.”

The software is a platform for clients and professionals to work together on a certain horse profile by managing routine information, such as dates of when the horse was shod.

“It connects the information so professionals such as farriers, trainers, chiropractors, etc., can link their bank account and send invoices to all of their clients through the PonyApp, regardless of whether they have the app,” she explains.

The services the app provides do not go unnoticed by hoof-care clients, says Sean O’Neill, a Goshen, Conn., farrier.

“Most of my clients like to get a report on what exactly I’ve done when working on their horses,” he says. “PonyApp goes beyond just billing clients and actually allows me to connect the details of my visits with the bills I’m sending. It’s a more personal way to connect the service I’m providing with the bill I’m sending.”

It was important to both Davis and Douglass to make the app easy to use, as well as help farriers cut costs. The app allows the user to save drafts of the invoice, as well as see who has paid, who hasn’t paid and who’s paid late. It can create invoices for your accountant, or it also can pair with QuickBooks.

“The idea is that it saves time and work, and hopefully money, for horse care professionals,” Davis says.

Creating an invoice is a four-step process — fill in the name, recipients, due date, line items and send, she explains.

“Once you’ve signed up for PonyApp and entered all of your info, it’s very easy to use,” O’Neill says. “I can generate a bill for a client from my truck when leaving the barn in less than 5 minutes. If they’ve set up their account already, they can pay right then when they receive my bill. It’s best when your clients are on it as well. Then the flow of payments is seamless.”

The app also avoids credit card and payment processing fees by routing them through Automated Clearing House (ACH) Transfers.

“Other than a flat $9.99 monthly subscription to the app, there are no fees,” she says. “When you charge $100, you’re getting $100. It’s easy to use and you don’t have to stress about someone taking a cut from your business for that ease of use.”

The app is available on iPhone, and an Android version will be available at the end of summer 2018. In the meantime, Android users can use the desktop version at app.theponyapp.com.

Getting Started: Rely On Clients

It can be overwhelming to enter all client data into any software program. Entering client contact and horse history data over a 6- or 8-week visitation schedule can be a more manageable method for handling input.

Schwalm suggests involving horse owners in the entry process.

“Ask the client if they can enter their contact information,” she says.

Most customers respond well to that and like the level of professionalism. When the customer enters the information, you reduce the chance for spelling errors in their name or email address.

For clients who don’t feel comfortable inputting information into a device, bring paper copies of the entry form and ask them to complete it. At the end of the day, taking the time to enter the client information makes the entry more manageable.

Once the time has been taken to input the basic information, it’s important to start using any software. The initial entry only has to be done once. The more it is used after that, the more significant time savings becomes.

“Technology becomes a tool for the business,” Kimple concludes. “It keeps the business organized and helps keep invoices and outstanding balances from falling through the cracks.”

2018 Getting Started In Hoof Care Contents