Co-Founder https://xitter.cf/t.co/Dcf9h5379m Selling things online since 2011. Currently building the biggest dog supplement brand in the world.
Miami, FL
Joined September 2015
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I launched the "athletic greens for dogs" earlier this year and we did over $800,000 in sales in November alone.
We actually came up with the concept in early 2023 and spent close to 2 years formulating it with some of the best and brightest experts in the space.
I remember seeing Greg talk about this idea on My First Million podcast in late 2023 and then posting about it again here just one month before we launched.
This would make some people nervous, but I embrace competition as it only helps grow the category.
And inevitably all roads will lead to customers choosing Iron Paws as I can confidently say we have the best product on the market.
The only thing Greg got wrong is that $100M/year is way too low of a projection.😏
i still think "athletic greens for dogs" is a $100M/year business waiting to be built
here's the business plan
humans already spend $20B yearly on premium spring water. they choose mountain valley over dasani, dasani over tap etc.
yet their dogs still drink straight from the tap. if premium water matters for humans, why not for our best friends?
partner with 25 veterinary clinics. run a 90-day study tracking dogs on premium supplements vs regular diet. data play is key.
measure everything - energy levels, coat shine, joint mobility, dental hygiene, blood markers. raw data showing health improvements is your golden ticket. obviously, this has to actually work for you to continue.
the go-to-market is dead simple.
start with instagram. but not boring product shots. pure emotion.
show a 12-year-old golden retriever playing like a puppy again. that video is worth 10,000 words of marketing copy.
test two core ad angles: the dramatic transformation (old dog bouncing like a puppy) vs the science angle (vet explaining nutrient gaps).
let the data tell you which hits harder. then scale the winner across platforms.
split test headlines mercilessly. "your dog's water is empty" vs "the missing piece in pet health" vs "why vets are adding this to their dogs' water." the first 3 seconds determine if they stop scrolling.
pricing strategy is key. launch at $97/month for the premium formula. seems steep. but dog owners spent $50B on premium pet food last year. they'll pay anything for their best friend if it means longevity
distribution playbook
sign 50 pet instagram accounts with 100K+ followers. focus on authentic before/after stories. partner with three top pet youtubers for long-form content showing real results. target facebook groups full of obsessive dog moms, sponsor dog longevity events.
for manufacturing see if you can partner instead of figuring it out yourself. five supplement manufacturers already make pet vitamins. partner with the best one. modify their base formula. add your premium ingredients. partner with a water company. skip 36 months of R&D.
find a veterinary researcher who can be the face of the brand. the dr. huberman of pet health. let them tell the story about why regular water and kibble just isn't enough anymore. this is your master stroke.
tldr;
build exclusivity first. premium product, premium price. once you own the high end, launch the $29/month "essentials" formula. the real money is in mass premium.
that's it. the whole playbook. pet wellness is a $10B market growing 30% yearly. the first brand to own "premium pet supplements" walks away with a billion dollar exit.
and if you can make the lives of our best friends happier and healthier, that alone is super cool.
pet longevity is about to be a MASSIVE space. i share trends like this to get your creative juices flowing.
someone's going to build this. why not you?
There’s a certain level of motion you reach as a brand where you can make the “wrong” moves and they still work out because of sheer momentum.
This is part of the reason why people who just rip ads and landing pages can’t compete.
Why does every photo you AirDrop from your phone to your Mac become .HEIC and why does absolutely no photo uploader accept that file type?
Sadly he's 5 years too late.
Celebrity and influencer led brands worked before brands realized it's far more effective ( and cheaper) to build an army of creators instead
With that being said, Clav's clipping operation is so good that he is probably the exception
Just downloaded these files and gave them to Muse. He's implementing them as we speak.
Will report back with results in a few weeks.
A lot of people check all 4 of these, but the problem is they're all printing money on their own and are unhirable
Many people think this is a sign of dedication and view it as a positive
It’s actually a sign of horrible prioritization skills and a nearly certain precursor to future collapse.
Me and Muse are currently looking for ways to make sure everyone in our circle prospers. We are not the same.
Distribution is actually more of a moat now than ever because of how insanely scalable it is once you crack it.
distribution is still a moat.
it’s more accessible than ever, yes
anyone and their grandma can do it, yes
but the reason it’s still a moat?
8/10 founders are too lazy to bother
1. doing it well
2. doing it at all
pull 20 founders on here who do less than $10k/mo and look at their distribution
change my mind.
Fragrance is a great business with super high margin.
Now that I think about it…why have I not launched a dog fragrance line yet… 🤔
Fragrance is by far the most popular new category to enter in beauty
e.l.f. launched e.l.f. POP today: a $13 body mist and a $13 body cream. It's e.l.f.'s third new category in 2026, after a fragrance collab with H&M in January and e.l.f. Hair in June.
elf isn't alone. We tracked 18 beauty brands that moved into a new category over the last 12 months. 13 of their 22 moves went into fragrance or body care 👇
Makeup brands led. NYX added body oils and mists, Huda Beauty a permanent eau de parfum, and Tower 28 a body wash.
Fragrance was mass beauty's fastest-growing category in H1 2026, up 15%, per Circana.
The wildcard is pet: Glossier, Jo Malone and Rituals all launched dog products within four months lol
Billy Howell retweeted
Interview time
Last chance to comment any questions you want me and @billyhowell to answer on:
- AI Influencers
- Scaling to $1m+ per month on Amazon with only organic content
- 100-200% commission and halo sales
- Building a creator team the right way
- AI content compliance
- Billy’s allegations
Etc
$1,000,000+ months on Amazon entirely with organic AI Influencers
Billy and I took a product that had never sold a single unit to competing with the top brands in it's niche on Amazon
Without a single penny spent on paid ads or TikTok Shop
This week, Billy and I will be filming a 2h+ hour masterclass on exactly how we did this and how ANY BRAND can replicate it
And how our creators are making six figures in profit every month with no experience previously (if you're a creator check my bio)
Drop any questions below that y'all want answered 👇
Fun fact: My grandfather founded Easy Video, the 10th largest Video Store chain in the United States in 1999/2000.
And 10 years later, the entire booming industry was gone.
Learned a lot of lessons from him over the years before he passed in the summer of 2024 at 85.
