About the Startup:
ONIST is disrupting the pet food industry, leading the change for reducing the industry’s impact. With our company owned formula and in-house operation, we are able to develop our first dog food that is 100% plant-based and regenerative. Our vision is to provide pet parents with all the necessary products to raise healthy, climate PAW-sitive, and animal friendly pets. We achieve this by being the most convenient, healthy, and sustainable option.
Both founders met at hospitality and business university, Hotelschool The Hague. They have been working together on many different business projects during their 3-year study, and became a seasoned team - going beyond and above to make every project succeed. They have experience in product & business development, customer success, and online marketing.
Problem and Opportunity:
The pet food industry is responsible for 20% of the global meat production, causing over 106 million tonnes of CO2 every year. Studies have shown that plant-based proteins have greater impact on capital employed than other decarbonization levers in all other sectors. Considering dogs thrive on plant-based food, and the demand for alternative proteins continues to increase, there are just a few companies able to meet this market need. Therefore, this presents a unique window to enter this up-and-coming market now.
What makes our startup unique?
We have developed our recipe in-house, and will produce it ourselves, which allows us to fully control the development process and be agile to market changes. Moreover, we are a seasoned team that is experienced in both Marketing and Business & Product Development, we are determined turning this opportunity into a success.
Our go-to-market plan:
We start by targeting the vegan consumer, as our experiments shows that they are a guaranteed buyer of this type of product. Further down the road, we expand our audience, focusing on eco-conscious millennial pet parents. We start in the Netherlands with our own webshop and a few strategic (vegan) pet food distributers and zero-waste stores. This is soon followed by expanding abroad, as well as other pet food retailers.
Traction & Milestones:
We are backed by Startupbootcamp and Moshi Investments, core business concept validated through 50+ in-depth interviews and 100+ survey respondents,10 ongoing partner negotiations and closing 2 partnership agreements, +1000 accumulating social following, collaborating with former Mars Pet Care nutritionist.
Total of 30K (2x 15K) in equity
200K starting January 2023