i hope if dogs ever take over the world, and they … · domestication of wolves occurred while...

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I HOPE IF DOGS EVER TAKE OVER THE WORLD, AND THEY CHOOSE A KING, THEY DON’T JUST GO BY SIZE BECAUSE I BET THERE ARE SOME CHIHUAHUAS OUT THERE WITH SOME REALLY GOOD IDEAS. Deep Thoughts by Jack Handey

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Page 1: I HOPE IF DOGS EVER TAKE OVER THE WORLD, AND THEY … · Domestication of wolves occurred while humans were hunter-gatherers leading extensively migratory lifestyles - somewhere around

I HOPE IF DOGS EVER TAKE OVER THE WORLD, AND THEY CHOOSE A KING, THEY DON’T JUST GO BY SIZE BECAUSE I BET THERE ARE SOME CHIHUAHUAS OUT THERE WITH SOME REALLY GOOD IDEAS.

Deep Thoughts by Jack Handey

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DR. KATY NELSONWELCOME TO THE PET INNOVATION CHALLENGE

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DR. KATY NELSON

▸ Veterinarian at BelleHaven Animal Medical Centre, Alexandria, VA

▸ Host of The Pet Show with Dr. Katy on DC’s WJLA ABC7 News

▸ Medical Director for Pet Health at Stop Aging Now - Charlie’s Choice

▸ Featured on the TODAY Show, NatGeo Wild, Fox News, CNBC, CBS Morning News, NPR, The Meredith Vieira Show, SIRIUS XM Radio, WTOP News, and more…

▸ Owner of KJN Pet Marketing x 11 years

▸ Mom, wife, LSU fan, traveler

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THE CHANGING FACE OF PET OWNERSHIP

▸ Domestication of cats occurred approximately 8-10,000 years ago

▸ Farmers began to cultivate grains, attracting rodents

▸ Wild cats were lured from their habitats and into the human realm

▸ It behooved them to be tamer than their wild counterparts

▸ Cats, in theory, domesticated themselves

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THE PHRASE “DOMESTIC CAT” IS AN OXYMORON.

George Will

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THE CHANGING FACE OF PET OWNERSHIP

▸ Domestication of wolves occurred while humans were hunter-gatherers leading extensively migratory lifestyles - somewhere around 37-41,000 years ago

▸ Humans gave the wolves protection and food

▸ They began to selectively breed the wolves for their functionality over centuries, and the gene pool mixed as populations spread

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THE CHANGING FACE OF PET OWNERSHIP

▸ Dogs have moved from skulking outside the campfire to quite literally sleeping in the bed with us

▸ For centuries we trained dogs for protection, herding, and hunting

▸ Now we have dogs trained to lead the blind, find drugs, bombs, and dead bodies, predict seizures, and even detect cancer

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THE CHANGING FACE OF PET OWNERSHIP

▸ Pets are the stars of movies, Instagram and YouTube, and the pet industry continues to grow by leaps and bounds

▸ Pet industry spending has been steadily increasing and is expected to reach $96 billion by 2020.

▸ Reasons influencing the industry’s annual growth include an increase of pet ownership, the humanization of pets and pet parents demanding premium products and better quality food.

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PET OWNERSHIP IS CHANGING

▸ Millennials now account for the largest percentage of pet ownership

▸ 43% of millennials who do not own a pet say they want one in the future

▸ This generation is educated and willing to pay more for premium products for their pets, putting off child bearing for pet ownership

Age of Pet Owners

Other32%

Boomers33%

Millennials35%

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WHAT PET OWNERS WANT▸ The newer generations want to know

what the brand’s story is, what the ingredients are and what others are saying about it.

▸ They want to know what is in the bag, where the ingredients were produced/coming from and that there are little to no unnecessary artificial ingredients.

▸ In addition, people now care more about local reviews and recommendations vs. a mass media branding campaign.

▸ They want to be comfortable with their knowledge of the product, not buy into a specific brand.

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WHAT PET PARENTS WANT

▸Pet parents see their pets as family members and want to treat them as well as they do their own children. As a result, America’s newer health and wellness habits mirror the pet retail industry. ▸The sales of natural and organic

products, as well as high-end grooming options are growing. Specialty foods, natural and organic options are the fastest rising product segment within pet retail — and one for which consumers are willing to pay higher costs.

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WHAT PET OWNERS WANT

▸ Pet parents are also seeking alternative health products for their pets, including vitamins and supplements to help their pets live a longer, healthier life and mobility-related therapies like massage, laser therapy, acupuncture, physical therapy, chiropractors, etc. ▸At home pet care, monitoring, and

treatment modalities are gaining popularity amongst Millennial AND Baby Boomer pet owners due to convenience. These two highly educated pet owning populations like to be a part of their pets’ healthcare, not just a bystander.

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WHAT PET OWNERS WANT

▸Brick and mortar retailers have to get creative to get pet owners through the door. No longer will a fair price on “things” get buyers there, stores also have to provide a go-to place where consumers feel the people there understand their pets and their community. ▸Pet owners today want to establish

a genuine connection and have a go-to place that understands them and their specific pet’s needs.

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WHAT PET OWNERS WANT

▸ Pet owners want CONVENIENCE. App-based scheduling, ability to pay and tip online, being able to monitor their pets when they’re not there, in-home/mobile care, and they want their products to show up on their doorstep, rather than having to go to a store and lug it home.

▸ PET OWNERS WANT CREATIVE SOLUTIONS TO LIFE’S LITTLE ISSUES…AT THEIR FINGERTIPS

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AND BECAUSE OF THESE REASONS…

▸ I think you all have a shot at success.

▸ In this room, we have creative, humane, sustainable protein sources, at home healthcare advances, smart tech, and inventive solutions for monitoring pet health.

▸ In order to succeed in tomorrow’s humane economy, one must be extremely cognizant of the impact you have on tomorrow’s environment.

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THERE IS A REVOLUTION IN AMERICAN BUSINESS AND PUBLIC POLICY THAT IS CHANGING FOREVER HOW WE TREAT ANIMALS AND CONDUCT COMMERCE. THE HUMANE ECONOMY INVOLVES MORE THAN JUST BUSINESSES ALIGNING THEIR PRACTICES WITH THE VALUES OF CUSTOMERS AND THE BROADER PUBLIC. CONSUMERS DRIVE THE HUMANE ECONOMY, BUT WITHIN THE FRAMEWORK OF REGULATED CAPITALISM – A DYNAMISM BETWEEN PUBLIC POLICY AND INNOVATION IN THE MARKETPLACE.

-Wayne Pacelle “The Humane Economy”

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I WOULD LIKE TO ISSUE YOU ALL A CHALLENGE (OR TWO)…

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HONOR THE BOND

CHALLENGE #1

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GIVE PET PARENTS A WAY TO ENHANCE THEIR BOND WITH EVERY SINGLE USE.

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CHALLENGE #1 HONOR THE BOND

▸ What does honoring the bond look like?

▸ Give them the very best nutrition they possibly can feed while encouraging their pet’s long life and optimal health.

▸ And allow them to do it in a way where they have an emotional connection to the pet AND the food.

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CHALLENGE #1 HONOR THE BOND

▸ One of the biggest problems eroding the bond between pet owners these days is obesity.

▸ Obesity in pets has been proven to shorten the lifespan of dogs by an average of two years.

▸ Pet owners need healthier options than they currently have, AND they need to feel emotionally connected to the food.

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HUMANS BOND OVER FOOD

▸ First dates

▸ Networking events

▸ Holiday celebrations

▸ Family dinners

▸ How many of you have dinner plans tonight with other people in this room???

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HUMANS BOND OVER FOOD

▸ Research from the University of Oxford has shown that the more often people eat with others, the more likely they are to feel happy and satisfied with their lives.

▸ Researchers found that people who eat socially are more likely to feel better about themselves and have a wider social network capable of providing social and emotional support.

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THE ENERGY WE CREATE AROUND THE ACT OF EATING IS AS VITAL AS WHAT WE ARE EATING.

AS IT TURNS OUT…

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CHALLENGE #1 HONOR THE BOND

▸ We know how bonding over food works with humans, how it affects us…but yet we expect our clients to throw some brown chunks in a metal bowl on the floor and walk away feeling like they did something good for their pet?

▸ We must re-invent the experience. Make them feel a connection. Or else we’re bound to continue to see obesity numbers rise.

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WE’VE GOT TO START RESPECTING THE HUMAN COMPONENT OF FEEDING.

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CHALLENGE #1 HONOR THE BOND

▸ Humanely raised protein sources

▸ In a 2018 study by NIH, 70% of respondents reported paying attention to labels that indicate how animals were raised and 78% believed there should be an objective third party to ensure farm animal welfare.

▸ The weighted average of the marginal willingness to pay for products raised under a trustworthy welfare certification was $0.79 for eggs (a 32% premium) and $0.96 for 1 lb. of chicken breast (a 48% premium).

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CHALLENGE #1 HONOR THE BOND

▸ Humanely raised protein sources

▸ In addition, 57% of respondents reported they would be likely to choose a restaurant because it serves welfare-certified animal products and are also willing to pay ≥$5.00 extra per entrée.

▸ These findings suggest that many US consumers, particularly millennials, would be willing to seek out higher welfare products if they trust the label claims.

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CHALLENGE #1 HONOR THE BOND

▸ Give people a way to FEEL GOOD about the products they’re using, not only in how it impacts their pets, but how it impacts the environment. They’re willing to pay for it.

▸ You can make the world a better place tomorrow with the decisions that YOU as a company make today.

▸ If product delivery is the wave of the future, do it in a way to impact the environment in a positive way rather than with millions of boxes, plastic bags and packing materials clogging landfills.

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ENOUGH WITH THE TRENDS

CHALLENGE #2

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CHALLENGE #2 ENOUGH WITH THE TRENDS

▸ Keto, Whole30, Atkins, Paleo, intermittent fasting, South Beach, Mediterranean, etc…pets are NOT small humans!

▸ Stop just giving people what they think they want and start educating them and providing them with what their pets ACTUALLY NEED.

▸ YES, trends sell products, but let’s look at where the “grain-free” trend in pet food has gotten us and stop pandering to marketing trends.

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STOP JUST GIVING PEOPLE WHAT THEY THINK THEY WANT AND START EDUCATING THEM AND PROVIDING THEM WITH WHAT THEIR PETS ACTUALLY NEED.

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CHALLENGE #2 ENOUGH WITH THE TRENDS

▸ Pet health supplements have been around for years, and “joint” supplements are a dime a dozen…what makes YOURS different and more effective?

▸ What else can we do to help our pets stay healthy? Pets are made of more than joints and skin…what else can we be providing our pets to help with the increasing daily challenges they are facing like hormonal instability and obesity?

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CHALLENGE #2 ENOUGH WITH THE TRENDS

▸ Empower owners to feel like they are a PART of their pet’s health journey, not just a bystander

▸ Provide them with the information they need to help their pets stay healthy, rather than just play catch up when something goes wrong

▸ Encourage pet parents to keep their pets fit, active and slim

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CHALLENGE #2 ENOUGH WITH THE TRENDS

▸ For patients at risk of disease, monitoring can help to catch a disease process early on, while it’s still treatable, rather than in end stage when all that’s left is “supporting” the pet.

▸ Supplying pet parents with useful information regarding their pet’s health that they can then bring to the veterinarian will not only help the pet, but will also help the veterinarian to enhance the relationship with the pet parent, as well as increase their bottom line…this is a true benefit to both parties and a selling point for YOU to veterinary practices.

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CHALLENGE #2 ENOUGH WITH THE TRENDS

▸ DO. THE. RESEARCH. Please! And release it!

▸ What are the changing needs of pets today?

▸ How should we be addressing them?

▸ It’s more than just the packaging that needs to change, what’s inside needs to improve as well.

▸ Market products as an ENHANCEMENT to your pet’s routine care, not as a REPLACEMENT for quality veterinary care.

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CHALLENGE #2 ENOUGH WITH THE TRENDS

▸ Veterinarians can be your biggest ally, but we have to have the information in order to do so.

▸ We crave studies, facts, true ingenuity…we love involved pet parents and companies with their hearts in the right place!

▸ We work hard to be the most reliable source for your customers, but you have to help us help YOU.

▸ Don’t just go direct to consumer, involve the veterinary community…don’t leave us out!

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YOU CAN CHANGE THE LIVES OF PETS!

THE FUTURE OF THE PET INDUSTRY IS IN YOUR HANDS, AND WITH SUSTAINABLY AND HUMANELY SOURCED PRODUCTS PACKED WITH TRUE INNOVATION…

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QUESTIONS?THANK YOU FOR LISTENING…