How the founder of cat food company Smalls found an untapped market - Business Insider

a 4% compound annual growth rate over the next four years. Most of that is driven by the growth of the premium market as pet parents look for healthier and more trustworthy options."

"A dog owner might say, 'Do people really feel this strongly about their cats?' whereas cat people will say, 'Yeah, I get it — no one ever focuses on this market!'" he said. "And those were the people who were excited to be part of the journey and get the excitement of doing so in an untapped market."

The team saw this absence of knowledge as an advantage and used it as an opportunity to design the company from the ground up for cats. "When you think about the experience you create for the customer, you want to work back from their unique needs," said Justin Renard, Smalls' marketing lead. "If a dog food company were to build a cat food service, they wouldn't cater the experience to how picky cats are," Michaelson added.

It was a decision point for the brand: Continue on with the current model, or figure out how to shift gears. "We had to zoom out and look at not just all the momentum, but to say, 'Hey, we missed the mark on the first go-round. We have some of the right products, but it's not enough,'" he said.

Business Business Latest News, Business Business Headlines

Similar News:You can also read news stories similar to this one that we have collected from other news sources.

Set Up For Success: Scale Your Small BusinessForbes Under 30 listmaker and founder of wallet company The Ridge Daniel Kane offers smart tips for scaling your small business successfully. BTC. One coin to rule them all.
Source: Forbes - 🏆 394. / 53 Read more »

Founding Jump bikes employees, including founder, leave Uber - Business InsiderUber has lost some original Jump Bikes employees, including its founder, less than 2 years after it bought the startup They vested and bounced
Source: BusinessInsider - 🏆 729. / 51 Read more »

Softbank may get a winner and a loser in the food delivery market - Business InsiderWith Grubhub reportedly looking to throw in the towel, SoftBank may finally have a winner in the food delivery market. But it may have a loser too. Only till most of fast-food delivery services wise up and start delivering their own food like pizza places do.
Source: BusinessInsider - 🏆 729. / 51 Read more »

Agency founder explains why he sold his business to Wix - Business InsiderA top Israel ad exec explains why he sold his agency to Wix — and why holding companies will die if they can't get closer to their customers
Source: BusinessInsider - 🏆 729. / 51 Read more »

Impossible Foods CEO calls reports of company backing out of McDonald's deal 'complete bulls**t'CEO Patrick Brown told Business Insider on Wednesday that the company would 'never blow off or disrespect a potential customer.' Is that what one ends up looking like eating those things?
Source: BusinessInsider - 🏆 729. / 51 Read more »

Facebook deepfake policy could fall short - Business Insider - Business InsiderUnder Facebook's new policy, users cannot post videos that are manipulated through AI or altered in a way that is misleading to the 'average' person.
Source: BusinessInsider - 🏆 729. / 51 Read more »