PetFriendly Company Profile

Background

PetFriendly is a subscription-based pet wellness company founded in 2018 by CEO Aaron Shaddy and COO Ryan Finstad. Headquartered in Omaha, Nebraska, the company is dedicated to simplifying pet care by delivering personalized, vet-quality products directly to customers' doorsteps. PetFriendly's mission is to keep pets healthy and make their humans happy by offering safe, effective, and affordable pet care solutions.

Key Strategic Focus

PetFriendly's strategic focus centers on providing personalized pet wellness through subscription services. The company specializes in:

Flea and Tick Prevention: Offering topical treatments for dogs and cats, such as Wags Advance® and Purrs Advance®, formulated with active ingredients comparable to leading brands.

Heartworm Prevention: Introducing Heart Defense™ Heartworm Prevention for Dogs, marking the company's expansion into prescription wellness products.

Supplements and Dental Care: Providing multivitamin supplements and dental care products to support overall pet health.

Calming Products: Offering solutions like calming diffusers and sprays to help manage pet anxiety.

PetFriendly targets pet owners seeking convenient, personalized, and affordable wellness solutions for their pets, leveraging the growing trends of pet ownership and e-commerce.

Financials and Funding

In September 2021, PetFriendly secured $6 million in seed funding, marking its first external investment. The funding round was led by an affiliate of McCarthy Capital, with participation from Revolution’s Rise of the Rest Seed Fund, Emil Capital Partners, and Invest Nebraska. The capital is intended to scale operations, hire additional team members, and expand product offerings.

Pipeline Development

PetFriendly's product development includes:

Heart Defense™ Heartworm Prevention for Dogs: Launched in September 2023, this FDA-approved, beef-flavored chewable tablet prevents heartworms and treats hookworms and roundworms in dogs.

Expansion into Prescription Products: The introduction of Heart Defense™ signifies PetFriendly's move into prescription wellness products, with plans to further expand in this area.

Technological Platform and Innovation

PetFriendly differentiates itself through:

Personalized Subscription Model: Utilizing customer data to tailor product offerings, including personalized packaging featuring the pet's name and photo, enhancing customer engagement and adherence to treatment schedules.

E-commerce Platform: A user-friendly online platform that simplifies the subscription process, allowing pet owners to customize and manage their pet care products efficiently.

Leadership Team

Aaron Shaddy, CEO: Co-founder with extensive experience in the pet industry, including roles at Perrigo and Sergeant’s Pet Care Products. Shaddy has been instrumental in guiding PetFriendly's strategic direction and growth.

Ryan Finstad, COO: Co-founder responsible for overseeing operations and ensuring the seamless delivery of products and services to customers.

Competitor Profile

Market Insights and Dynamics

The pet care industry is experiencing significant growth, driven by increased pet ownership and a shift towards e-commerce. Consumers are seeking convenient, personalized, and high-quality products for their pets, creating opportunities for subscription-based services like PetFriendly.

Competitor Analysis

Chewy: An online retailer offering a vast selection of pet products with fast shipping and an auto-ship program, catering to pet owners seeking convenience and variety.

Petco: A national pet retailer providing a range of products and services, including grooming and veterinary care, with a focus on affordability and customer loyalty through its rewards program.

PetSmart: A leading pet retailer offering a comprehensive range of products and services, including grooming, training, and veterinary care, with a strong physical store presence.

Strategic Collaborations and Partnerships

PetFriendly's strategic partnerships include:

McCarthy Capital: Led the $6 million seed funding round, providing capital to scale operations and expand product offerings.

Revolution’s Rise of the Rest Seed Fund: Participated in the funding round, supporting PetFriendly's growth and expansion into new markets.

Emil Capital Partners: Invested in PetFriendly to help support its efforts to become a leading pet health platform business.

Operational Insights

PetFriendly's competitive advantages include:

Personalization: Customized products featuring pets' names and photos enhance customer engagement and adherence to treatment schedules.

Convenience: Subscription model ensures timely delivery of products, eliminating the need for pet owners to remember treatment schedules.

Affordability: Offering vet-quality products at competitive prices, making pet wellness accessible to a broader audience.

Strategic Opportunities and Future Directions

PetFriendly's strategic roadmap includes:

Expansion of Prescription Product Line: Building on the launch of Heart Defense™, the company plans to introduce additional prescription wellness products.