You'll want to know a lot about anything that's in your business. You'll want to be educated enough to answer the questions your future buyers will have. Also, appearance is a big thing to me, if a pet shop looks trashy I wont buy from there. You'll want it to be clean, and organized too. As far as getting your name known, start a Facebook page, and you can pay Facebook to advertise your page for you. If you take the time to make your Facebook page nice, and interesting it will make more people want to come to the shop. You could also try posting ads on craigslist to promote your business, or even in the paper. Commercials do wonders too if you can afford it.