To fill the gap in the cat food market, DTC pet food company “small” received $9 million in round a financing

In 2017, “small” in New York was founded by Calvin Bohn, chief operating officer, and Matthew Michaelson, chief executive officer. It is a cat food start-up that wants to improve the lives of cats and their owners. Now, the company has a factory in Chicago that makes cat food. < / P > < p > the company has tailored innovative recipes and recipes for cats, filling a huge gap in the cat food market. “Small” offers consumers a variety of food choices, including fresh and human grade chicken, beef, freeze-dried, Turkey and duck, as well as other snacks and non food products such as toys. < / P > < p > each cat has its own unique nutritional needs. Therefore, the owner should first tell the “small” cat basic information, including size, body shape, health goals and habits. After that, the cat owner needs to make a recipe and choose the food and taste the cat likes. And if the owner is not sure, the company’s cat nutrition experts will help the owner to make the process easier. Experts will give them good advice to improve the cat’s life. < / P > < p > the company allows owners to try food for cats before submitting recipe choices. Within a week, “small” will deliver a sampler box directly to the user’s door. < / P > < p > and after the owners know the cat’s preferences, they can submit recipes to the platform. The cost paid by users depends on the brand and quality of their purchase. After choosing a subscription plan, they would have to pay about $3 to $4 per cat per day. According to Calvin Bohn, some cat owners will quickly notice the difference when they switch to “small” food. Over the course of a few weeks, the cat’s sleep quality at night will be better, the fur will be more glossy, and the smell of stool will be improved. Currently, “small” has thousands of active users, a fourfold increase over the same period of last year. Although covid-19 poses challenges to the food supply chain, it has also led to a significant increase in pet ownership, and some cat owners are also looking for alternatives to local pet stores. < / P > < p > in the past year, “small” has introduced new recipes and recipes based on customer feedback. This month, it will launch a fresh “fish recipe” to expand cat owners’ choice of fresh food. It is understood that from March 2019 to March 2020, the company’s online cat food delivery volume increased by 162% year-on-year. < / P > < p > for the new round of financing, “small” will be used to expand its business scope, focusing on formula innovation and expanding its product category, including health products, cat furniture and accessories. < / P > < p > in addition to using financing to increase product range, the company also attaches great importance to team development. “Small” is actively seeking suitable talents to fill the vacant positions, including product management director, purchasing manager and product designer, so as to build a diversified team with different opinions and backgrounds. American companies begin to give up R & D: who should pay for corporate research?