[Wadify #16] "Thanks to our first funding round, we discovered a new target audience." Pet in Beauty

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"We were able to confirm that the 'Cheoncheon Cushion' is a product 
for cats as well.”

For an entrepreneur, the thrill of discovering a new target audience—one different from what you originally envisioned—is like finding a gold mine hidden behind a veil! 

Pet in Beauty also discovered a new target audience and areas for product improvement through its first funding campaign last June. As a result, just a few days ago, they returned with an upgraded product that reflects the needs of this new audience. Read on to learn the story of Pet in Beauty, which reached 1,000% of its funding goal just 10 days after launching!

wadiz: First, could you please introduce yourself?Pet in Beauty: Hello, I’m Kim Jong-hak, CEO of Pet in Beauty. I spent 10 years working at a foreign company and another 10 years at a large corporation. As a strategy and marketing expert, I managed various brands and leveraged my extensive experience to analyze consumer insights, propose solutions based on those insights, develop products that incorporate current trends, and handle consumer communications.

You have quite an extensive career! That must have been very helpful after you started your business.

I worked at Gillette, Levi’s, Samsung C&T, and Welkron. I began my career at Gillette Korea handling marketing for Braun home appliances and Oral-B, then served as a marketing manager at Levi’s and head of the Levi’s Signature Brand Division in Japan. At Samsung C&T, as head of the marketing team, I managed men’s apparel, Beanpole, women’s wear, and international products at Samsung C&T, where I managed a wide range of brands as Head of the Marketing Team. Through my experience leading both established and new brands to success, I honed my consumer analysis skills, strategic thinking, and understanding of branding. 

At Welkron, as a strategic marketing executive, I oversaw group public relations, the development of new growth engines, and the marketing of Sesari Living and Yeji Min. It was an opportunity that allowed me to appreciate the ecosystem of small and medium-sized enterprises and the potential of new markets.

#PetInBeauty’s_Startup_Story

Was there a specific reason you decided to leave a stable job to start your own business?

While working as a marketing expert, I had been thinking about applying the know-how I’d gained to build my own business through my own brand. I recognized the potential of the rapidly growing pet market, but I also noticed that the pet supplies market hadn’t yet matured and lacked products truly designed for pet owners and their pets. That’s why I decided to start my own business in October 2017.

That’s right. While the number of pet-owning households is growing, there aren’t many brands that truly cater to both pets and their owners.

As the number of “Petfam” (Pet+Family) households—those who treat their pets like family—increases, there’s a growing trend toward anthropomorphizing pets (shifting from “pets” to “companion animals”). While the market is expanding from products and services shared with humans to those exclusively for pets, as a pet owner myself, I noticed that the quality of current products often doesn’t keep pace with the market’s growth. 

That’s why I set out to create products that combine functionality and design for both pet owners and their pets. Above all, I absolutely love dogs!

Creating items “exclusively” for companion animals must require a lot of thought. How do you come up with ideas for your products?

Through conversations with my dog, Hattu, and other pet owners, I’m constantly thinking about and developing products that meet the practical needs of pets in everyday life and satisfy their owners. If a dog hates or is afraid of water, bath time and drying off can feel like a battle. 

When it comes to towels or bathrobes, unlike humans, pets with thick fur require 3 to 4 regular towels—all while wringing out the water—to dry their fur. That’s why we made our products using premium microfiber, which absorbs water 3 to 5 times faster and more effectively than cotton towels. 

We created the “Cheoncheon” dog bed after hearing from a pet owner raising an 18-year-old senior dog that, despite using a plush dog bed, their dog—who has poor joint mobility—couldn’t stand up straight or get out easily once they got in, and the bed quickly became a lump of stuffing, making it difficult to use for long periods. 

While researching materials that wouldn’t strain joints, offered superior elasticity, provided good ventilation, were antimicrobial, and didn’t generate much dust, we decided to make it out of latex. I draw product ideas from my own experiences and by listening to the concerns of fellow pet owners around me.

#PetInBeauty’s_Funding Story

Now let’s talk about the funding campaign. You’ve launched your second funding campaign on wadiz! Was there a specific reason you decided to run an encore funding campaign?

I was encouraged by the many requests for an encore from our supporters. Thanks to the love and cheers we received when we first introduced the “Cheoncheon” cushion during our first funding campaign, we were able to develop an upgraded Season 2 product—and since we wanted to unveil it on wadiz first, we decided to run this encore funding campaign.

Within just three days of launching, you’ve raised over 60% of the amount raised during your first funding campaign. What do you think is the secret to your success??

While the positive reviews from many people certainly played a role, I believe the support we received from our supporters stems from their trust in our brand’s authenticity and the improvements made through our simple design.

So, a product that’s even more loved was born thanks to your supporters’ feedback! What specific upgrades were made?

We gained confidence in the latex cushion and, based on customer reviews and feedback, further improved the cover fabric and design. We also confirmed that the “Cheoncheon” cushion is a product needed not only by dogs but also by cats, and incorporated that insight. Please look forward to the “Cheoncheon Pillow,” a new latex pillow we’re introducing in this encore funding campaign.

It sounds like you’ve discovered a new target audience. If you had to name one of the most valuable things Pet in Beauty gained through the wadiz funding campaign, what would it be?

As a maker, it’s the trust in our products. Thanks to the encouragement, support, and backing from our backers, we’ve come to believe that Pet in Beauty products help pets settle into their new homes while being understood and cared for as part of the family. I believe this mindset serves as a strong foundation for our pet product business.

Please share a message for aspiring crowdfunding makers who dream of becoming makers like Pet in Beauty!Wadiz offers a rare opportunity for new makers to communicate directly with a large number of consumers right from the start. The advice from supporters is incredibly helpful in evaluating your product. It’s a great system that allows you to confirm your brand’s potential, secure initial capital, and expand your business. I hope many makers will participate and use this platform to help prepare for the future. Good luck!