In this episode of the Subscriptions: Scaled podcast, Nick Fredrick, President of Rebar Technology Solutions, is joined by Gertrude Allen, CEO of PetPlate. PetPlate is on a mission to make better food for dogs to live longer, healthier, happier lives with their families.
PetPlate offers various meals and treats for pets, all made from human-grade ingredients in a USDA kitchen with other human food. They are the only pet food made in their facility.
Gertrude begins by sharing the unique product creation and delivery strategies PetPlate uses to stand out in its niche. This includes the customization of each delivery according to the customer, and even the packaging, which all lead to advantages for buying their products.
Next, she reveals a bit about her journey from working with the venture capital team invested in PetPlate to becoming the CEO of PetPlate in about six months. She also shares how the founder’s experience, insights, and passion made PetPlate a brand they wanted to invest in.
Gertrude also discusses how the nature of PetPlate’s customers allows them to have predictable revenue while planning for new product launches. They’ve been a subscription service from the beginning, and Gertrude shares some of the reasoning behind their additional offers and moving into one-off purchase options.
Gertrude also discusses the PetPlate strategy for getting first-time customers, obtaining repeat orders, and retaining customers for years.
She shares a big pivot they made in the beginning, which went from overwhelming customers with too much information, too fast, to educating potential customers and providing custom solutions that create happy, long-term subscribers.
Finally, Gertrude talks about the importance of product innovation in keeping subscribers long term, and how PetPlate operates internally between different departments to ensure everyone stays on the same page as they innovate.
You can find this episode’s guest, Gertrude Allen, on LinkedIn. You can also find PetPlate here. Don’t forget to rate, download, and subscribe to the show and share this episode with your network.
Resources: