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Tuesday, March 17 • 9:30am - 10:30am
Barking up the Right Tree: Creating A New Category

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Startups have a difficult enough time learning about their consumer: who are they, what do they want, how do I reach them? So what happens when your customer has a specific set of needs and interests, like a pet owner or new parent. How can you establish market relevance while providing meaningful and targeted solutions to your audience? This highly interactive panel will be invaluable for anyone seeking to grow a leading brand in an emergent ecosystem.
This panel will uncover the strategies and lessons learned from the newest and most prominent entrants in the 60 billion dollar pet market: Bark & Co., Whistle and DogVacay. Each has helped to create and define a new era of pet ownership, counting millions of dogs owners as loyal customers. With dogs (78 million) outnumbering kids (73 million) in the US, there is plenty of room for growth.

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avatar for Aaron Hirschhorn

Aaron Hirschhorn

Founder, CEO & Top Dog, DogVacay
Aaron is the Founder/CEO and “Top Dog" of DogVacay, an online marketplace that connects pet parents with thousands of vetted and insured pet caregivers across North America. Founded in March 2012 and based in Santa Monica, CA, the company has over 75 employees and has raised $22M... Read More →
avatar for Ben Jacobs

Ben Jacobs

Co-Founder & CEO, Whistle
Ben co-founded Whistle as an Entrepreneur in Residence at DCM Ventures, combining a personal love of animals with his academic and professional experience across the US and China. Prior to launching Whistle, Ben received his B.A., M.A. at Yale, culminating in research at the 2008... Read More →
avatar for Colleen Taylor

Colleen Taylor

Reporter for TechCrunch & Editorial Dir for TechCrunchTV, TechCrunch
Colleen Taylor is based in San Francisco, where she has been reporting on technology businesses and the people behind them since 2006. Currently, she is a reporter for TechCrunch and TechCrunch TV.
avatar for Henrik Werdelin

Henrik Werdelin

Co-Founder, Bark & Co

Tuesday March 17, 2015 9:30am - 10:30am CDT
Hilton Austin Downtown Salon E

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