Can a background in marketing be a significant asset, particularly for those venturing into niche markets such as pet care?
Let’s find out how marketing expertise has been instrumental for three European entrepreneurs: Ayaz Ahmadov, CEO and founder of Dosty; Baris Ozaydinli, CEO and founder of Scooch; and Damien Clarkson, CEO and co-founder of The Pack.
These entrepreneurs have leveraged their marketing skills to navigate the challenges of the pet care industry, build strong brands, and connect with target audiences.
The Role of Marketing In Entrepreneurial Success
Ayaz Ahmadov, CEO and founder of Dosty
For entrepreneurs, especially in the pet care industry, marketing expertise can help in identifying market gaps, building strong brands, and engaging customers.
While Ahmadov’s journey into the pet care industry was inspired by his love for dogs and his insight into the social dynamics of canines, his marketing background has proved to be crucial in developing Dosty.
Launched in 2024, Dosty was created as a virtual assistant to help pet owners keep their pets healthy. The company focuses on simplifying the parenting experience through its all-in-one app. Built on proprietary AI, the platform considers over 40 different pet-specific data points, such as breed, diet, and health history, in order to provide pet parents with expert insights and data-driven recommendations personalized based on the unique profile and needs of the individual pet.
Talking about his experience in leveraging his marketing background, Ahmadov said, “The pet care industry often sees high churn rates and short usage frequencies. To combat this, we’ve continuously adjusted our tactics and strategic approaches, focusing on creating a product that users find indispensable.”
“By analyzing user behavior and feedback, we have iterated on our features and engagement strategies to ensure that Dosty remains relevant and valuable to our users,” Ahmadov said.
Meanwhile, Ozaydinli’s diverse career path, from leading consumer brands at Unilever to co-founding a fitness tech startup, has equipped him with a unique perspective on product development and marketing. His venture, Scooch, founded in 2021, aims to eliminate guesswork in pet care through technology and innovation.
For starters, to better market the product, Scooch developed a health score algorithm as a lead magnet to attract pet parents and build an early community. This strategy helped in understanding customer needs and refining product offerings.
Recent research from the American Pet Products Association found that, “when it comes to where pet owners are spending their money, it’s no surprise that the bulk of their spending continues to go towards food, products, and veterinary services.”
“We had a hypothesis that caring dog parents would like to learn more about the wellbeing of their dogs,” Ozaydinli said, commenting on Scooch’s marketing strategy. “This campaign resulted in us building an early community of dog owners who really care about their dogs’ health and are interested in digital insights.”
Meanwhile, Clarkson’s transition from content marketing and journalism to founding a plant-based pet food company was driven by his passion for environmental sustainability. As outsiders in the pet food industry, Clarkson and his team leveraged their marketing skills to secure partnerships and build credibility.
London headquartered – The Pack, is an e-commerce platform that offers a wide range of wet and dry food products for animals.
Talking about challenges commonly faced while marketing pet food, Clarkson said, “The pet food industry is kind of old school, it’s very much an in-person relationship business and we were total outsiders when we entered it.”
“Luckily, we were able to secure entry to the Leap Venture Studio Accelerator and brought in advisors to our business with the contacts to help us secure the right manufacturing partners and help us build the connections needed to thrive in the pet food industry,” Clarkson added.
Revolutionizing Pet Care In Europe
Damien Clarkson, CEO and co-founder of The Pack.
The pet care industry is evolving rapidly, with several trends shaping its future.
Entrepreneurs like Ozaydinli see technology playing a key role in transforming pet care, from AI-powered solutions to new treatments and products.
As environmental concerns grow, plant-based pet foods are becoming more popular. Clarkson predicts that more pet owners will consider the carbon footprint of their pet’s diet.
Ahmadov envisions a future where pet care solutions are more convenient and intelligent, integrating various aspects of pet lifestyle into comprehensive platforms.