CBD Company - Pet Releaf

 

Ranking and Market Share

#17 - 1.6% of overall market. 2019 sales: $40 million; 2018 sales: $13 million

Product Portfolio

Pet tinctures, treats, capsules, topicals, and liposomes

Distribution Channels

Pet stores, veterinary clinics, natural food stores, online

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

Strengths

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

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

Making the most money on

Tinctures, treats

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

Opportunities

Beneficial trends

Very well-positioned to capitalize on tremendous growth in pet CBD sector across the country and globe

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

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. 

Additional growth opportunities

Equine or other pet products; Greater variety of specialized pet products (such as those targeted to specific medical conditions)

Aspirations and Results

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

Desire to be known for

Major emphasis on quality, reputability, and safety of products; Putting pets first

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

Chief competitors

CW Hemp, MyDailyChoice (HempWorx), Earth Buddy

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