Project Challenge

Pet food category is an overly saturated market. Owners often feel confused and overwhelmed by the amount of choices that they encounter at the store.

Project Background

The challenge was to find the white space in the category and create a viable business plan. I decided to focus on dog food.

Market Analysis

New Pet owners want an easy choice when it comes to pet food. They want to know that the food they are buying for their pet is nutritious and it is also easy to find.


Through research, I identified a white space in pet food, by focusing on one specialized recipe that provides a well balanced nutrition to help with the most common issues for dogs, such as sensitive skin and digestion, as well as weight management, for three stages in dog’s life: puppy, adult and senior. 

Target Consumer


Business Strategy 

Go to Market Strategy