On October 2, 2017
Overview: Brite Bite Brushing Stick Product Source And Launch
We sourced the dental product with defensible IP from the inventor. It was just a prototype, never had been sold but our data suggest it had big market potential. We negotiated exclusivity and a cost model to have great margins.
We felt it was a category defining product because it “teaches your dog to brush their teeth.” This follows the humanization of pets trend BUT also addresses an issue 80% of dogs face (large market share). We also recommend replacing the product every 3-6 months as it wears out and envision this as the “toothbrush” for dogs – something you always have around. When one is worn out, you buy another one… forever.
We acquired exclusive rights to sell the product on iHeartDogs.com only, executed the marketing – video, storytelling, creative assets with our team.
This video was on our main FB Page:
Product and product photos: https://iheartdogs.com/
his-dog-died-of-oral-disease- this-man-invented-something- that-could-save-thousands-of- dogs-lives/
Result: In less than 48 hours we sold through thousands of units and sold out with a HUGE back flow of demand ready for resupply.
The bigger strategy is to increase AOV to the $30- $50 range by selling other complementary dental products upfront and move people to getting these types of products on a recurring basis. This product is perfect for a retail roll out as well -there is nothing like it and it is easy to secure the exclusivity there as well under our brand.
Plus every product sold provides a toy with dental benefits to a shelter dog.