Want to grow a powerful network in the pet startup space but don’t know where to start?
You’re in the right place.
This complete guide will help you:
- Find the best places to meet movers and shakers in the pet industry
- Become more confident meeting strangers (with scripts)
- Master following up with people you’ve met
- Make (at least) five connections in the next six months
And fear not, introverts, there’s a section for you too!
Read on to learn how to build your pack.
Why networking matters (even if you hate it)
The term “networking” has gotten a bad rep over the years. It conjures up images of shuffling around a grey room with awful carpet and making small talk over dishwater coffee.
But networking is one of the most powerful things you can do for your startup. And it’s (almost) completely free!
Networking in the pet tech world can help you:
- Find co-founders and employees
- Meet potential investors
- Build brand awareness
- Partner with other pet tech startups
- Bond with fellow founders
A study by the University of Chicago found that 34% of founders leverage their networks for emotional support, while 32% use them for sourcing talent and 29% for fundraising.
VCs and angel investors often use their connections to find new investment opportunities. With a strong network in pet tech, or the startup space in general, you could be one handshake away from the investor that changes your life.
Drew Houston and Arash Ferdowsi met at a networking event in 2007. During this meeting, the pair clicked and went on to have a two-hour chat centered around an idea for a cloud storage solution we now know as Dropbox. Now Dropbox is valued at $8.01 billion.
So how do we embrace networking instead of running away from it?
Here’s the reframe you need: networking is about being an active part of the pet tech community.
Approaching it with an open mind allows you to embrace opportunities you never could have imagined.
How to build your pet tech network: a step-by-step plan
This step-by-step plan will help you make a minimum of five powerful connections in the pet tech space within the next six months.
1. Build a community mindset
This part is about mindset. It’s probably the most important section in this whole article.
See, networking tends to put people off because it’s nerve-wracking to cold email someone and ask them to collaborate. Of course it is. How many spam emails do you get asking for something?
The founders with the best networks in the pet industry are those who give back to the community. In turn, everyone wants to work with them!
So, how do you become that founder in the pet tech space?
Well, every community has a few key roles. You could be:
- The Organizer: you love getting people together for coworking sessions, events and workshops. Either virtually or in person.
- The Celebrator: you make people feel great by celebrating their successes. You’re the person who comments on every milestone celebration post and shares other people’s wins.
- The Informer: you’re always on top of what’s happening in the pet tech industry. People love following your LinkedIn, as you have the latest news and spark interesting conversations.
- The Connector: you like to introduce people. When a fellow founder is in need, you know exactly who to call and how to connect them.
- The Listener: people feel safe speaking to you about their pet startup triumphs and woes. You’re an empathetic listener that people can be vulnerable with.
- The Creator: you are great at documenting and posting about whatever event/webinar/conference you happen to be attending. You may not talk a lot, but the community can count on you to have the best photos and videos!
- The Storyteller: you’re the life of the party or the quiet scene-stealer. You’re a great conversationalist, both one-on-one and in small groups.
Do any of these resonate with you? Embrace it! Letting your personality shine through is exactly how you attract the right people.
2. Figure out your “why”
Common reasons for building a pet tech network include:
- Scouting employees
- Collaborating with other startups
- Fundraising
- Expanding your startup into new territories
That said, contrary to popular belief, having a “goal” for networking is an optional step.
Why? Well, if you start networking in the pet industry to make connections, you actually become a great community member.
Instead of trying to gain something from everyone you speak to, you’re simply building a professional network for support and personal enrichment. This is one of the best approaches and makes startup life far less lonely.
Then, when your startup needs help, or you spot an opportunity, you already have a thriving network of pet tech professionals you can draw from. And because you’ve been such a great person to be around (see Step 1), people are more than happy to help, collaborate or even invest in you.
3. Decide where you want to network
Networking has become so diverse because of the internet. The most common places pet people gather are:
- Online communities
- Pet shows
- Vet conferences
- Startup networking events
We’ll give examples in the next section.
Where is the best place for you to network? It depends on where you live and your personality.
If online feels more comfortable for now, stick to that.
Tip: Look online for founders/investors/experts who are posting about the event you’ve chosen to attend. You can leave a comment to say you’ll also be there and are excited to connect with others. This subtly puts you in the picture and lets them know who you are before the event, leading to an easier introduction on the day.
4. Make a good first impression
Making a good first impression means communicating to others that you are someone they want to talk to.
Another way you can look at this is branding.
Online, this means:
- Having a friendly professional photo
- Customizing your header, tagline and bio on LinkedIn
- Creating posts with personality
- Making it clear what your pet startup does
Wolfgang Reisinger, COO/CFO of GPS and health tracking app, Tractive, has a well-branded LinkedIn profile.
In person it means looking good, smelling good and being as relaxed as possible.
In many ways, the first impression is the simplest step. The first move is where people trip up. Let’s talk about it.
5. Learn to talk to strangers (with scripts)
Reaching out to strangers is the scariest part, but it doesn’t have to be.
Remember, for the first contact:
- Keep it brief
- Keep it casual
- Don’t ask for too much
Here are some sample scripts you can use to network on LinkedIn:
For fellow founders:
Hi [NAME],
I saw your work on [STARTUP NAME] and love what you’re doing in [FIELD]. As a fellow founder in the pet space, I know how valuable it is to connect with others on the same journey. Would love to stay in touch and share insights!
Wishing you all the best,
[YOUR NAME]
For investors:
Hi [NAME],
I came across your work in [FIELD] and really admire your insights on [TOPIC]. I’m building [YOUR STARTUP] and would love to stay connected as I navigate this space.
Looking forward to keeping in touch!
Best,
[YOUR NAME]
For experts:
Hi [NAME],
I’ve been following your work and love what you’re doing in [FIELD]. I am working on [YOUR STARTUP] so I’d love to stay connected and keep up with your insights.
Looking forward to staying in touch!
Best,
[YOUR NAME]
If you’re networking at a pet fair or other startup event, the best way of making conversation is to introduce yourself and ask questions. There are no scripts for this because the more natural you are, the better.
However, if you know that someone you want to talk to will be at the event, you can send a little LinkedIn message beforehand, along the lines of:
Hi [NAME],
I see that you’re attending [EVENT] on [DATE]. I’ve been following your work in [THEIR FIELD] and really admire [SOMETHING SPECIFIC].
Hopefully, we will get the chance to chat!
Have a great time,
[YOUR NAME]
By sending this message, the ice is already broken! That way, you can start a conversation, in person, with much more ease.
6. Perfect your follow-up
If you’re guilty of collecting a wad of business cards at every pet show and never speaking to those people again, this part is for you.
The follow-up is key to building a powerful network. You don’t want to reach out to someone for the first time when you want something from them. Ideally, you’ll have a touchpoint or two beforehand to make a cold lead into a warm lead.
Keep it really simple. Here’s a script you can use on LinkedIn:
Hey [THEIR NAME],
Great to meet you at [LOCATION]. I enjoyed talking about [TOPIC].
Let’s reconnect soon—I’d love to hear more about [OPPORTUNITY FOR THEM] and see how we can collaborate.
Take care,
[YOUR NAME]
That’s it! Though it seems simple, it’s more than 90% of what people bother to do after a networking event, so you’ll already stick out in their minds.
Now, as you post on LinkedIn, they are more likely to engage with your posts, trade a few comments, and even swap a few messages. And BOOM. You’ve made a solid connection in the pet tech industry. The beginning of your powerful pack.
7. SECRET SHORTCUT: befriend a connector
In the introduction, we said you’ll make at least five connections in the next six months by following this guide.
This is much easier to do than you think. Most people meet at least five people at one event. Follow-up with all of them and you’ll see the seeds of connection beginning to sprout.
But suppose you’re an introvert and you only have the social battery to schmooze one person at the next pet tech meetup. What do you do?
Simple. You identify the Connector.
The Connector will be the person huddling other people together so they can meet. They’ll make thoughtful introductions about each person and encourage them to talk. They are typically one of the organizers too.
This person is a bridge to plenty of more contacts. So, if you only take away one LinkedIn connection, you want it to be theirs.
How to network in the pet industry as an introvert: 1-on-1s
All of the tips we’ve given so far are universal, as you can adapt your strategy to your personality.
But let’s say there’s one person you’d really like to talk to. Perhaps it’s an investor, founder or industry expert. They attend events, but as an introvert, you don’t do well with crowds or groups.
In this section, let’s talk about how to pitch an effective 1-on-1.
Now, asking to “pick someone’s brain” is both cringe and easy to ignore.
Your approach needs to be personalised, professional and to the point.
Here’s a script you can use when you contact them on LinkedIn:
Hi [NAME],
I really admire your work in [THEIR SPECIALTY] and would love to connect. I’m building [SHORT DESCRIPTION OF YOUR STARTUP] and I think I could help with [TOPIC/OPPORTUNITY]. Would you be open to a quick virtual coffee?
Best,
[YOUR NAME]
Bonus points if you can:
- Pitch an opportunity that benefits them
- Mention a recent win they’ve had in their business
- Bring up a person you both know
This strategy doesn’t always work as people are much warmer to those they’ve met in person or seen in other contexts. However, if you prefer to make 1-on-1 connections online, this is the best way to do it.
Where to network as a pet tech founder
Wondering where to find pet founders, investors and experts? Here are the most common haunts:
All startup founders—pet industry or otherwise— should be on LinkedIn.
As a social media platform for professionals, it’s a great way to make connections and build a following around your pet startup.
Tip: set aside an hour a week to actively engage with the pet tech community on LinkedIn. That means liking, commenting, sharing and creating posts—it all counts!
(Pssst! Find us on LinkedIn.)
Events
Here is a list of international pet industry events where you can meet other pet pros:
- Unleashed by Purina Events
- Global Pet Expo
- InterZoo
- SuperZoo
- Expozoo
- PET South America
- Zoomark
- Interpets Asia
- India International Pet Trade Fair (IIPTF)
- London Vet Show
- New York Vet Show
- Pet World Arabia
Tip: if there isn’t a pet tech meetup or trade show near you, create one! Becoming The Organizer is a great way to make yourself known.
Online communities
From Facebook groups to forums, the pet community has plenty of online hangouts.
We’ve built a Slack community of over 800 pet startup founders where we share pet tech news, our latest events and encourage conversation.
Apply to join our community here.
Startup accelerators
Even though applying to a startup accelerator is mostly focused on developing your business, you’re doing it alongside the rest of your cohort. Having run our pet tech startup accelerator for six years now, we’ve seen so many amazing alliances happen between our alumni!
(This is a picture of our Class of 2025.)
Joining an international accelerator can broaden your horizons and open up opportunities to expand your startup. Whereas staying local can help you build strong ties with homegrown founders.
Learn more about the Unleashed by Purina Startup Accelerator for pet tech startups.
3 harsh truths about building a network in the pet industry
Building a network is mostly a wonderful experience in which you learn more about yourself as a founder and the pet industry than you’ve ever done before.
But it’s not all fun and games.
Here are some things to keep in mind:
- Building a network takes time: this is a marathon, not a sprint. Those touchpoints need to build up before someone considers you an acquaintance or a friend. The best time to network is before you need one.
- You’ll need a networking budget: many people skip events, virtual or in-person, because of the associated costs. Not just tickets to the event itself but travel, food, your time and so on. The payoff of attending the event may not be immediate, but it will pay off down the line. Trust us!
- Not everyone will like you: and that’s okay! Not everyone is meant to like you. The pet industry is full of passionate people with fervent opinions. To find your pack, you’ll also need to bear being unliked by some.
Make the most of Unleashed by Purina!
Here at Unleashed by Purina, we’ve built an amazing international community of pet tech startup founders and investors.
If you’re tuned in to our newsletter and part of the Slack community, you’ll be the first to know about our upcoming events.
Who knows? You may just meet the person or people who catapult your pet startup into the stratosphere.
(P.S. This article was a founder request. If you have a topic about building your pet startup you’d like us to cover, let us know on Slack!)