Pet Business Disruptors

The podcast episode features an engaging conversation between the host and Jamie Keane, the founder of Bespotted, discussing the pet industry and marketing strategies. Jamie shares her journey from working at a doggy daycare to starting her own business in the pet industry. They delve into the challenges of marketing in the pet industry, emphasizing the importance of understanding niche markets and addressing specific pain points of customers. The conversation also touches on the significance of authenticity, transparency, and building relationships with customers in the pet industry. Throughout the episode, they explore topics like imposter syndrome, the value of knowledge sharing, and the need for relatability in client interactions. KEY TAKEAWAYS It's important to understand your niche and focus on solving specific problems for a targeted audience. Stay updated with marketing trends and be open to trying new strategies to stay ahead in the industry. Empower your clients by providing them with valuable information and tools to make informed decisions. Overcome imposter syndrome by gaining confidence in your expertise and being open to learning from others. Build trust with customers by being authentic, relatable, and honest in your interactions. BEST MOMENTS "The pet industry's always been a bit behind, I think, when it comes to marketing. I always feel like we kind of hit the sort of marketing trends two or three years later." "I think it's interesting like we talked about the mom theory and like it's like one thing I always have is like in that consultancy work I've done, is actually giving people harsh news is actually really, really beneficial." "If you can deal with this tank of a dog who's going psycho, you could deal with my five pound chihuahua." "When you're getting maybe not the most positive feedback, that doesn't mean the idea needs to die, but you just need to be open to pivoting and going a different or heading." HOST BIO Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals.https://www.linkedin.com/in/clayton-payne-a6772244/ https://www.tiktok.com/@petbusinessdisruptors https://www.youtube.com/@PetBusinessDisruptors

In this episode of the podcast, Clayton sits down with David Hartigan, the CEO of Hemp Heroes, to discuss the journey of Hemp Heroes in the CBD and hemp-based industry. David shares his background in business consultancy and how he ventured into the hemp space. They delve into the different types of CBD products, the importance of quality, and the challenges faced in the industry. David also talks about the misconceptions surrounding hemp and CBD, as well as the future plans for Hemp Heroes, including expanding into the human food market. Tune in to learn more about the fascinating world of CBD and hemp-based products. Key Takeaways Hemp Heroes is a leading brand in Europe for CBD products for pets, with a focus on high-quality, organic, and cold-pressed CBD oils. The company has differentiated itself by conducting clinical studies, partnering with animal rescues, and focusing on in-house manufacturing to ensure product quality. Education and word of mouth have been crucial in overcoming misconceptions about CBD products, especially related to their association with cannabis. The company has successfully penetrated the Irish market and is now looking to expand into the US market, where there is a higher level of CBD product awareness and acceptance. Future plans include further growth in the human CBD market, leveraging existing connections and success in the pet CBD market. HOST BIO Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. https://www.linkedin.com/in/clayton-payne-a6772244/ https://www.tiktok.com/@petbusinessdisruptors https://www.youtube.com/@PetBusinessDisruptors

In this episode, Clayton sits down with Michelle Hollis, a veterinary nurse and member of the Raw Feeding Veterinary Society. Michelle shares her journey into raw feeding for her working cocker spaniel and the positive impact it had on her dog's health. They delve into the controversy surrounding raw feeding in the pet industry, contrasting views on raw feeding among veterinarians, and the importance of proper nutrition for pets. Michelle emphasizes the need for variety in a balanced raw food diet and highlights the significance of supplements in pet nutrition. KEY TAKEAWAYS Raw feeding for dogs can have significant benefits, such as improved dental health, skin, coat, and teeth condition. It is essential to ensure a balanced raw food diet by including a variety of meats, offals, and supplements like green-lipped muscle powder, bone broth, and herbal supplements. Joining online communities like Raw Feeding for Dogs Made Simple UK and the Raw Feeding Veterinary Society can provide valuable support and information for raw feeding. There is a lack of in-depth nutrition training for veterinarians, leading to reliance on commercial pet food brands for guidance. The controversy surrounding grain-free dog food and its potential link to dilated cardiomyopathy highlights the importance of thorough research and critical evaluation of pet food choices. BEST MOMENTS "I think if you are seriously looking at going into raw feeding, um, There's a lot of Facebook groups out there that give you support." "I think the thing is a lot of consumers they always worry that they kind of want their dogs to enjoy everything." "Vets, they're so busy, and obviously nutrition, unless they're specialising in that area, is such a small section of their course." "I think it's interesting because obviously, the veterinary line is it's become quite rigid and you probably want to comment on this because I don't want to get you in trouble." "Vets, they're so busy. They're so busy. And obviously, nutrition, unless they're specialising in that area, it's such a small section of their course." VALUABLE RESOURCES HOST BIO Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals.https://www.linkedin.com/in/clayton-payne-a6772244/ https://www.tiktok.com/@petbusinessdisruptors https://www.youtube.com/@PetBusinessDisruptors

Today, Clayton is discussing the topic of influencer marketing in the pet industry with Randy Williams and Emma Lock, who is more commonly known as Emzotic. Randy and Emma share insights into their experiences with influencer marketing, particularly in the context of their businesses, WeGroCo and Zen Habitats. They discuss the challenges and benefits of working with influencers, the importance of authenticity, and the innovative approach of creating branded creator stores to enhance the relationship between creators and brands. KEY TAKEAWAYS Building long-term relationships between brands and creators is crucial for sustainable success in influencer marketing. Niche-focused influencer marketing in the pet industry can lead to more authentic and impactful content. Utilizing branded creator stores can provide creators with better tracking, data, and control over their sales, leading to higher commissions and more personalized customer interactions. Creators should prioritize quality over quantity when selecting brand partnerships to ensure authenticity and trust with their audience. Providing creators with structure, guidance, and support can help them maximize their impact, revenue, and long-term success in the industry. BEST MOMENTS "I would rather commit to three or four really good companies than 20 or 30 of the really big companies, because I'm going to make substantially more building on the trust with the companies who believe in me." "My biggest pet hate is Amazon, because they do not create the market at all. They just siphon some off the top." "It's very easy to get lost in the weeds of, I need to make money, they're offering me affiliates, they're offering me affiliates, let's just do it, but then you're not really, it's not part of your natural psyche to be able to go, what is worthwhile, what isn't worthwhile?" VALUABLE RESOURCES https://www.youtube.com/@Emzotic/ HOST BIO Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals.https://www.linkedin.com/in/clayton-payne-a6772244/ https://www.tiktok.com/@petbusinessdisruptors https://www.youtube.com/@PetBusinessDisruptors

In this episode, Clayton has a lively discussion with Pixie Greatorex, a pet industry writer, blogger, and SEO specialist. Pixie shares her journey from owning a pet-sitting business to becoming a freelance writer in the pet industry. Their conversation delves into the importance of content strategy, the impact of AI on writing, and the value of blogs in increasing Google rankings. Pixie emphasizes the need for businesses to prioritize blogs and shares insights on building relationships, pricing transparency, and the evolving landscape of content creation in the digital age. KEY TAKEAWAYS Building relationships with other professionals in the industry can lead to potential leads and collaborations. Utilizing LinkedIn for personal branding and networking can be effective in attracting the right clients. Developing a clear content strategy, including blogs and email marketing, can significantly impact a business's online presence and lead generation. Blogs can increase a business's ranking on Google by 434%, making them a valuable tool for visibility and attracting potential customers. Being transparent about pricing can help potential clients understand the value of services and reduce barriers to inquiry. BEST MOMENTS "You need a strong presence obviously on social media, but be clear, have a strategy. have content pillars for people that don't know what they are." "You need to make sure that everything that goes on your website and in your blog is completely directed at what you do. And your words, you need to pick certain words to put in your copy that tell Google that." "I think being funny is really like such an event. Like I'm naturally a funny person. So I'm thinking, well, that's a gift I've got that I could use where I don't like to be bored." "If I can't add value, I don't want to work with you and I hope if I can't add value, you don't want to work with me." HOST BIO Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals.https://www.linkedin.com/in/clayton-payne-a6772244/ https://www.tiktok.com/@petbusinessdisruptors https://www.youtube.com/@PetBusinessDisruptors

In this first episode of Pet Business Disruptors, Clayton speaks to Hugh Petit, the co-founder and COO of Grub Club Pets, an insect pet food company. Hugh discusses the journey of starting an insect-based dog food business and the challenges and successes they have faced. Together, they delve into the unique selling points of insect protein for pets, the challenges of introducing insect-based products to consumers, and the strategies they have used to overcome skepticism. Hugh also shares insights on their product development process, fundraising efforts, and the importance of brand differentiation in the competitive pet food industry. KEY TAKEAWAYS Invest heavily in building a strong brand as it is a core part of the IP that cannot be easily copied. Pay attention to customer feedback and use it to drive product development and decision-making. Consider expanding product offerings to cater to different customer needs and preferences, such as introducing wet food and new treat options. Tailor product offerings and marketing strategies based on the channel, with subscription models working well online and specific products like dental sticks performing better in retail. Be willing to pivot and make strategic decisions based on market feedback and performance data, such as shifting focus from treats to food based on customer demand. BEST MOMENTS "Dogs are fun, silly characters. They're not all pedigree labs in a field. So why not communicate that through a brand as well and say, yeah, we try and have a bit of fun." "You can get grants and schemes through the government, or even loans, business loans. So there are ways of getting money on board without it being an investor pitch." "All of our products will still have a functional benefit and certainly all contain insect protein which has a lot of functional benefits to it." "Would you buy crisps online? Would you buy chocolate bars online? Not really, you know? But if you're online, you're buying your dog food and they've got treats, yeah, man, I'll chuck that on." HOST BIO Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals.https://www.linkedin.com/in/clayton-payne-a6772244/ https://www.tiktok.com/@petbusinessdisruptors https://www.youtube.com/@PetBusinessDisruptors