3 Entrepreneurs To Compete For $10,000 And A Spot In The Purina Petcare Innovation Network

GET IN ON the entrepreneurial excitement Thursday at the 2nd annual LAUNCH Pitch Competition. Happening at 3 p.m. on the Emerging Brands Stage, three up-and-coming companies will compete for a $10,000 cash prize. The winner also gets to join the Purina PetCare Innovation Network of more than 50 startups.

“We have partnered with WPA to create LAUNCH, a platform for emerging companies at SUPERZOO,” says Jay De Long, co-founder and partner at Active Capital, an L3C (low-profit limited-liability company) that mentors entrepreneurs and partners with Purina to foster innovation and seed startups in the pet-care arena.

The contest showcases fresh ideas and inventive thinking in the pet-care space, as well as introduces early- and mid-stage brands to venture capitalists and industry experts. Participants also are able to take advantage of expert coaching and mentoring.

“Sometimes we need outside advice to help us make our points clearly, and sometimes what intrigues customers is different from what intrigues investors or distributors,” De Long says.

Participation also brings “bragging rights, media attention and something to share with your customers and investors,” he adds. “Last year’s winner, Innovative Pet Lab, has had a banner 12 months since.”

Key achievements since Jamie Smith, co-founder and CEO of Innovative Pet Lab’s 2023 win include:

• 500% revenue growth compared to the same quarter the prior year
• Exhibiting at SUPERZOO 2024 as an Emerging Brand and displaying in the New Product Showcase
• Launching products on Chewy and Amazon, including part of Prime Day with matching discounts on Chewy

“The best part of the competition was sharing the stage with other incredible founders who are bringing new and novel products to market,” Smith says. “Their pitches were top-notch, and I loved being part of such a dynamic and innovative group. And the cash prize definitely helped us as a startup!”

Following the contest, Smith described Innovative Pet Lab’s growth as tremendous. She also participated in two additional accelerator programs — SKU and Leap Venture Studio — gaining industry recognition from renowned companies such as Purina. She says, “Moreover, we are preparing to expand our market reach by launching into Canada soon and are in discussions to introduce our products to retail stores nationwide.”

Of this year’s Emerging Brands SUPERZOO exhibitors, more than 24 applications qualified for the 2024 LAUNCH Pitch Competition and were whittled down to the final three pitching their brands live on Thursday. Smith described the selection process as “highly competitive, involving multiple interviews and pitches, ensuring that only the very best emerging brands are showcased.”

De Long says of 2024, “There were more international applications than last year, and the pool continued its skew of B2C [business-to-consumer] market orientation. It wasn’t intentional, but the companies that went to the semi-finals were all from different subcategories.” He adds, “About 15% were in prototype, but the rest had customers or paying users. All of those in the final pitch are selling today.”

The three finalists are not direct competitors and represent several pet-care sectors. They are:

• Christine Colamonico, DVM, and co-founder of Jope — Joy of Pets, a pet supplement and wellness company
• Dan Fallak, director of wholesale for Uproot Clean, a line of patented products for pet-hair management
• Michelle Huie, founder and CEO of ShopDot, an online retail solution for pet, health and wellness service businesses

Attendees won’t want to miss the live competition between these bright, up-and-coming companies in the pet-care space.

“The live pitch offers a unique opportunity to witness some of the most innovative up-and-coming companies in the industry,” Smith says.

Whether you are new to the pet-care segment or a seasoned professional, De Long agrees that making time to witness the live pitches is an educational experience.

“For me, seeing and hearing from other founders always is a confidence booster, a teaching moment and market intelligence — all rolled into one,” he says. “You really have to make time for it.”

The live pitches will be judged by William Broun, vice president of mergers and acquisitions and corporate venture for Purina, and by Patrick Mullen, vice president for strategic planning for Purina, as well as representatives from WPA and Venture Investors.

“It gets to that old adage about striking a balance with working on your business as much as or more than working in your business,” Mullen says.

“Over time, founders learn that it is also intangibles like coaching, networking and peer mentoring that ultimately can contribute most to their growth.”

De Long says the judges will be looking “for uniqueness and defensibility, track record and traction, yet a visionary team with a high likelihood of success in execution.”

Immediately following the pitches, Smith and her team will report on their amazing year, and then the judges will announce the 2024 LAUNCH Pitch Competition winner.

Prior to the competition, show attendees can take advantage of the panel discussions featuring pet-care company founders and Purina executives.

“The Emerging Brands panels all hit major growth themes this year and what people are talking about: emerging categories like enrichment, are pet influencers still even a thing and the economics of sustainability,” De Long says. “Heavy founder participation on the panel is always a welcome sight for me. They tend to get at the growth issues really quickly.”

2023 winner Smith is even moderating one of the panels on Friday morning.

“This is a fantastic opportunity to engage with industry leaders and explore innovative ideas shaping the future of pet care,” she says. “While I have participated in various industry events before, this will be my first time moderating a panel in the pet space. I am looking forward to facilitating a dynamic and insightful discussion that will benefit all attendees.”

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