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.
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