PET TECH · AUSTIN, TEXAS
Pet Tech Founder Finds Her Real Market Segment
The Challenge
A founder building a product in the pet space believed her product was for everyone who owns a pet. When asked who her customer specifically was, her answer was simple: "Everyone is my customer." It's a common answer, and it's the answer that leads founders to build products that don't resonate with any specific buyer.
The Approach
Suzi asked one question: "Who specifically?" The founder had no answer. Rather than guess, they pulled real market data on the pet products landscape to see who was actually buying, and why.
The Result
"Everyone" turned out not to be a real market. But safety and tracking products — a specific segment that makes up 15-20% of the pet market — needed exactly what the founder was building. She hadn't launched yet, but she was now moving toward launch with confidence in a real, defined market instead of a guess.
"I was surprised and happy to finally know who I was actually building for. We haven't launched yet, but now I'm launching with confidence into a real market. Not guessing."
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