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THIS WEEK'S TOPICS:

• 🔮 Dog psychic on track to make $4M+

• 💊 Pup supplement craze

• 💻 The explosion of pet business software

🔮 DOG PSYCHIC ON TRACK TO MAKE $4M+

In the canine cosmos of business, where doggy daycares and gourmet dog food are plentiful, there's a new star on the horizon.

Meet Nikki Vasconez, a former attorney turned animal communicator, who's making waves in the pet world.

With a waitlist of over 7,600 people and a fee of $550 per 90-minute session (quick math…$4.1M 😳), Nikki's journey from legal eagle to pet psychic is nothing short of remarkable.

Nikki's story begins in Pennsylvania, where she swapped her lawyer's filing cabinet for a telepathic toolkit.

After devouring books on animal communication, she discovered her knack for 'talking' to animals.

This isn't your garden-variety pet whispering; we're talking full-on telepathic dialogues, complete with images, thoughts, and feelings transmitted mind-to-mind.

It's like a live version of WhatsApp for pets.

But here's the twist: Nikki insists that this isn't some mystical gift bestowed upon a chosen few.

According to her, anyone can learn to 'speak' animal, provided they lead a healthy lifestyle and are open to the idea.

She claims that she read a series of books that helped her develop her skill, but we don’t know thenames or authors of said books 🤷.

It's 10% skill and 90% lifestyle, she says. So, if you've ever felt like your dog is silently judging you, maybe it's time to tune in to their frequency.

Nikki's sessions aren't just about chit-chatting with Chihuahuas or gossiping with Goldendoodles.

She claims to have solved behavioral issues and diagnosed illnesses that even vets couldn't pinpoint.

But it's not all smooth sailing.

Nikki's path from attorney to animal communicator was paved with skepticism and criticism.

She faced a barrage of online trolls, calling her a fraud or worse.

Yet, she stands firm, buoyed by the belief in her work and the positive impact she's had on pets and their owners.

Now, let's paws for a moment.

Is this a glimpse into the future of pet care?

Are we on the brink of a world where telepathy replaces trainers and behaviorists?

While many may scoff at the idea, there's no denying the growing interest in alternative pet therapies.

And with a waitlist longer than a CVS receipt, Nikki's certainly striking a nerve with some pet owners.

 💊 PUP SUPPLEMENT CRAZE

The drum we always beat is that every human product or service category has or will have its dog equivalent.

Today we are checking in on the dog supplement category to see what is new and trending that dog parents should be aware of.

The Data

First let's take a look at what kind of data we can find.

We'll start by using some Google keyword research.

Here we can see that searches in Google have generally increased each year around supplements and vitamins for dogs:

Additionally, here are some of the top searches around supplements we've found on a month to month basis.

So we can see that joint supplements have the highest monthly searches when it comes to specific supplements.

Looking at some stats from Grand View Research, we have an estimation at how much money is being spent in the supplement space along with future forecasts.

The industry is expected to grow to $3.1 billion by 2030.

The Specialists

We also read some excerpts from industry experts to learn about how the supplement market is changing and what owners wants are:

Research shows that consumers look for specific ingredients in their supplements to equate them to high-quality. For example, they are looking for some of the following popular ingredients for their pups:

• Antioxidants

• Fish oil

• Probiotics

• B complex vitamins

Another projected change is the format of supplements.

We all know trying to get a dog to take a pill ranks up there with going to the DMV in terms of fun.

Due to this more and more vitamins and supplements are moving to soft chew and powder forms with flavors that picky pets will enjoy.

Liquid hydration is another new category we expect to gain traction ("Paw-erade" anyone?).

In Summary

What we are seeing as the overall theme is that more dog owners are interested in supplements as they are starting to shift their focus towards preventative and overall health vs. treating issues as they arrive.

And as pets become more humanized, owners care more and more about quality and efficacy of ingredients.

That is driving companies to change not only their ingredients, but add new formats for supplements so they are consumed at a higher rate and produce better results.

As the market grows expect to see a lot more products out there, as well as some great opportunities for anyone w/ the entrepreneurial itch.

💻 THE EXPLOSION OF PET BUSINESS SOFTWARE

"Software is eating the world" is a 2011 quote from well known venture capitalist Marc Andreessen.

One of Marc's views is that software would start to permeate and tackle all industries no matter how niche or specific.

His words have become true and then some.

One such example of this is the explosion of software now available specifically to dog business owners (I mean does it get more niche than dog boarding software?).

We try to stay tapped into the tech space when it comes to dogs (for both owners and businesses), but we didn't understand the breadth that software has covered until we were looking at some reviews for a pet grooming software and saw that there were THIRTY THREE other pet grooming tools!

To name a few there is:

• MoeGo

• Savvy Pet Spa

• Paw Partners

• Pawfinity

• Barkers

• And the list goes on

What's crazy is that all of those are specifically for groomers. We found more for trainers, kennels, vets, dog breeding and more.

We also found lists of investor funding in 2023 for pet businesses, which came in at a whopping $1 billion:

The vet software industry alone is estimated to be at $1 billion in revenue already with 6% growth year over year until 2030.

What can you do with all this info?

As a dog owner, not much, except to realize that there are more and more solutions for your specific needs now.

As a dog business, the good news is that there is probably some purpose built tools that could really make an impact on your business as it was likely made by someone who understands your needs.

DOGGYDEX™

Winner 🏆: BITCOIN

Proudly introducing the DoggyDex™, an index comprised of 10 publicly traded companies whose primary focus is the dog/pet industry.

List of tickers used can be found at the very bottom of the newsletter.

The yellow line-plot in the chart represents these companies above (DoggyDex™) and their combined performance against both the S&P 500 and Bitcoin on a weekly basis.

Pawformance is measured by % gains & losses.

• 🧗 Backyard barkour!: This adorable staffy absolutely demolishes an obstacle course which includes climbing a ladder and balancing on a tire.

• 🌳 The Jack Russell Ballet: 4 Jack Russell Terriers take turns propelling themselves into the air in an attempt to grab a tree branch.

• 👕 Dogecore: Ever heard of Dogecoin? Do you like weird internet subcultures? Do you like dogs? Do you like t-shirts? If yes to all of the above, then you’ll dig this clothing brand called Dogecore.

DOGGY B-DAY

• $CHWY - Chewy: E-commerce platform for pet supplies

• $IDXX - Idexx Labs: Vet point of care instruments and vet software

• $FRPT - Fresh Pet: Pet food company

• $PETQ - PetIQ: Pet health products and medicines

• $PETS - PetMeds: Online pet pharmacy

• $ZTS - Zoetis: World's largest producer of meds and vaccines for pets and livestock

• $TRUP - Trupanion: Pet insurance company

• $WOOF - Petco Health & Wellness co.: Pet health & wellness company

• $BARK - BarkBox: Subscription service providing dog products, services, and experiences

• $PET - Wag! Group Co.: Tech platform that allows pet owners to connect with industry professionals for services such as, walking, training, etc.