2015 Schedule
Interactive: March 13–17  •  Film: March 13–21  •  Music: March 17–22

Barking up the Right Tree: Creating A New Category

Tuesday, March 17
9:30AM - 10:30AM

Hilton Austin Downtown
Salon E
500 E 4th St

Startups have a difficult enough time learning about their consumer: who are they, what do they want, how do I reach them? So what happens when your customer has a specific set of needs and interests, like a pet owner or new parent. How can you establish market relevance while providing meaningful and targeted solutions to your audience? This highly interactive panel will be invaluable for anyone seeking to grow a leading brand in an emergent ecosystem.

This panel will uncover the strategies and lessons learned from the newest and most prominent entrants in the 60 billion dollar pet market: Bark & Co., Whistle and DogVacay. Each has helped to create and define a new era of pet ownership, counting millions of dogs owners as loyal customers. With dogs (78 million) outnumbering kids (73 million) in the US, there is plenty of room for growth.


#sxsw #PetTech


Aaron Hirschhorn

Founder, CEO & Top Dog


Aaron is the Founder, CEO and “Top Dog" of DogVacay, the leading online and mobile pet care community. One of the newest entrants in the $11B pet services market, DogVacay connects pet parents in n...

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Ben Jacobs

Co-Founder & CEO


Ben is the Co-Founder & CEO at Whistle, where he and his team have led the charge in introducing leading pet health monitoring system. Ben co-founded Whistle as an Entrepreneur in Residence at DCM ...

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Henrik Werdelin


Bark & Co

Henrik Werdelin is co-founder and CCO of Bark & Co, the New York based startup behind BarkBox, BarkCare and The BarkPost. Henrik oversees the creative aspects of the company is responsible for new ...

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