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Ranking and Market Share |
#17 - 1.6% of overall market. 2019 sales: $40 million; 2018 sales: $13 million |
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Product Portfolio |
Pet tinctures, treats, capsules, topicals, and liposomes |
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Distribution Channels |
Pet stores, veterinary clinics, natural food stores, online |
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Positioning |
Well-known pet CBD market leader. Products appeal to discerning pet owners who look for quality and reliability in brand (certified USDA organic products, thoroughly tested). Marketed primarily for dogs, but cat products available as well |
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Competitive Advantages |
First-mover advantage and distant lead in established pet CBD space; Broad name recognition in industry and among pet parents; Safe, reliable process and scalable supply chain; Customer loyalty |
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Core Competencies |
Producing and marketing products that appeal to cat and dog owners with high demands for quality; Gaining shelf space in independent retail establishments across the country |
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Making the most money on |
Tinctures, treats |
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Doing well |
Excellent word-of-mouth traction in pet stores around the country driving organic growth among both customers and retailers; Strategic partnerships such as that with Elixinol expanding reach |
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Beneficial trends |
Very well-positioned to capitalize on tremendous growth in pet CBD sector across the country and globe |
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Niches competitors are missing |
Production of veterinarian-specific, high-potency products like liposomes; Independent store-centric focus; company's marketing/imagery focuses on pet health, rather than CBD |
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New needs of customers |
Innovation in pet space: e.g. softchew treat options for older dogs or dogs with sensitive digestive tracts; Transparent, third-party testing. |
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Additional growth opportunities |
Equine or other pet products; Greater variety of specialized pet products (such as those targeted to specific medical conditions) |
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Who do they want to be? |
First choice of pet owners looking to improve health and wellness of furry family members in U.S. as well as Asia, Latin America, Europe and Canada |
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Desire to be known for |
Major emphasis on quality, reputability, and safety of products; Putting pets first |
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Priorities |
Ensuring an even playing field, and that CBD market is not threatened or tarnished by the presence of unsafe products; Continued international and U.S. growth; Growing retailer network and customer loyalty |
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Chief competitors |
CW Hemp, MyDailyChoice (HempWorx), Earth Buddy |