Dogdrop Raises $2.9 Million, Seeks to Be 'Gold Standard' in the Pet Startup World
Shaina Denny had just moved back to the United States from China when she decided she wanted a pup of her own. But as balancing work and home life became more difficult, she found herself looking for a dog service agency that allowed her to drop off her pet for just a few hours at a time— but couldn't find one.
One year later, Denny teamed up with COO and co-founder Greer Wilk in hopes of providing just such a service herself.
Dogdrop launched out of Science Inc., a startup studio in downtown Santa Monica that previously backed DogVacay, in January of 2020— right before the start of the COVID-19 pandemic.
The startup provides dog care with a twist: focusing dog care around convenience, flexibility and accessibility.
Denny said their dog service is unique in that it focuses on creating an industry "gold standard" for customer and pet experience.
"A high-quality member experience is something that humans expect from other services, they can also expect the same experience at a Dogdrop location," said Denny.
Dogdrop co-founders Greer Wilk (left) and Shaina Denny
At Dogdrop, pet owners can drop off their pups whenever they need to and pick them up whenever they are ready.
Dogdrop's customers pay an hourly rate or a monthly subscription. Costs start at $20 per month for three hours and range up to $800 per month for unlimited services.
The COVID-19 pandemic caused economic hardships for many startups and small businesses. Companies like Rover, one of Dogdrop's top competitors, were forced to lay off employees within weeks of the start of the pandemic. Rover laid off 41% of its workers at the end of 2020.
"If people are working from home and not traveling, the impact on our community of sitters and walkers is devastating," its CEO said in a statement last year.
But the American Pet Products Association reported that Americans spent almost $104 billion in 2020 on services such as grooming pet sitting and pet walking. This year the association estimates consumers will spend almost $110 billion on pet services — an increase of 5.7% over last year.
Denny said her company's biggest challenge was not economic, but keeping their employees safe and supporting them through rough times.
"As someone who adopted or got a dog during the pandemic— the demand was there. Especially because we focus on what we call 'quick stops.' People are able to drop their dog off for one to three hours at a time to get them exercising or to have a quiet Zoom call," Denny said. "The real challenge was just making sure our staff felt safe and supported during these times, especially with other difficulties going on in Los Angeles specifically."
Dogdrop announced a $2.9 million raise in late September. The Series A funding round was led by Fuel Capital and also included Mars PetCare, Muse Capital, Animal Capital, Gaingels, The Helm and Wag CEO Garrett Smallwood, the chief executive of one of their biggest competitors.
The company intends to use the new funding to expand its business reach and marketing efforts.
"The pet industry is really growing right now and a lot of investors are attracted to the pet industry space," Denny said. "If we can make it through and be successful during that time it shows investors we will continue to grow."
From Your Site Articles
- Modern Animal's CEO on How the Pandemic Boosted Apps - dot.LA ›
- Digitalis Ventures' Drew Taylor on Investing in Pet Health - dot.LA ›
- Modern Animal Raises $75.5 Million to Upend the Vet Industry - dot.LA ›
Related Articles Around the Web
But as Ring expands its user base, it is also drawing increased scrutiny from privacy and social justice advocates who are concerned about the Amazon-owned subsidiary's partnerships with law enforcement agencies and reports of racial profiling by users of Ring's Neighbors app.
Ring Chief Technology Officer Josh Roth spoke to dot.la about Ring's product development process and how his company approaches privacy and neighborhood safety.
Since the Amazon acquisition, Ring has developed some integrations with the Alexa system and other Amazon products. Are there ways this relationship may become even closer in the future?
Ring Chief Technology Officer Josh Roth
At the end of the day it comes down to what we call a "better together" story. From our side, we can create better solutions and systems that aggregate devices in your home and give you a better way of leveraging those devices together—whether that's interactions between an alarm system and a light, or your Alexa acting as a sensor for other things. There's a tremendous amount of work to continue to iterate and improve on that. No doubt about it, there will be future integrations that continue to enhance that experience.
How much do you see Ring as a smart home company vs. a home security company? Are there ways you might use the tech stack you've developed in ways that move away from the home security focus you've had thus far?
Our mission is to make neighborhoods safer. I don't see that mission changing. We are a safety and security company. With that being said, things you may not think of as safety and security at the end of the day can become part of a safety and security system. An example of that would be anything that can give awareness about the state of a home. Your thermostat has home and away modes so that it can turn itself hotter or cooler depending on whether someone is at home. If you can integrate that into an IoT system to leverage that awareness and tie it to your alarm system, there's tremendous benefit for your safety and security. There's not always this cut-and-dry IoT space and safety and security space. The reality is that if you do things correctly, they actually merge into one.
And of course as more of these functions become automated, there's going to be growing concern about security. There have been some horror stories about hackers being able to spy on families through their Ring systems. How are you alleviating concerns that someone might gain access to a customer's footage?
Privacy and security are really foundational to everything we build. We start with a security and privacy-first mindset and then we try to introduce those features to our customers, and we try to do it in the quickest fashion possible. If you take a look back historically, Ring was the first in the safety and security space to require two-step verification; we were the first to introduce end-to-end encryption. Ring has never been breached, but we put things in place constantly to improve on security. Where we have to, we put in tighter controls. But when we do it, we make it extremely transparent to the customer. From my perspective, security is of the utmost importance, and I think everyone at Ring and Amazon would tell you the same thing.
You rolled out the end-to-end encryption feature earlier this year, but it's turned off by default. Why make it an opt-in setting rather than an opt-out?
End-to-end encryption implies that there's a key that can only be used by a very specific system or user. It requires us to actually turn off some features that our users actually like to have, because those keys can't be shared in all situations. For example, with the iteration of end-to-end encryption out there today you can't have a shared user. The reason for that is key management and how you would actually hand those keys off that shared user for a temporary or permanent amount of time, and which videos you would give access to. We opted to give something that was the most stringent control we could at launch, and to give the users asking for that the ability to turn it on—with the intent of iterating over time and adding more features like shared users.
There's a handful of items like that. Another use case would be a third-party integration. If you use Alexa, for example, to do video recall or to see who's at the front door, they don't have the keys because we don't have a method to pass the keys from a user's phone to Alexa devices. It would break our user promise around encryption and privacy. We really wanted to focus on the beginning experience of end-to-end encryption being as tight as we could, and then adding to it over time based on customer feedback.
How do you balance privacy concerns with the desire to give customers access to new features?
The baseline default experience that a user gets is the highest level of security that can be provided, and we constantly iterate and improve on that. I look at end-to-end encryption as an advanced security feature. I use the analogy of a hotel room. You have the top lock and you lock the door and you put the sign on the door. You may find you don't necessarily need all that, but it gives you peace of mind. So we want to offer that to our users. But the default standard encryption we provide still provides encryption in transit and encryption at rest. And we always examine it to see if we can improve on that. There is a tradeoff between end-to-end encryption and some of the features we know our users like. But I can tell you as a promise from Ring: We will always push toward providing more security and more options for our users with increased transparency. Any time we add something new they are going to have awareness of it. Any time we give them something around security, we're going to give them a choice to enable those items or not.
You mentioned that Ring's goal is to make neighborhoods safer. Is there an evaluation process as you add features to ensure that you are meeting this goal?
We believe in the power of the community and the power of the neighborhood. We also believe in the privacy of the neighborhood. In addition to privacy shutters on our cameras, we also have privacy zones. When you set up a motion zone, you can block out certain areas to respect the privacy of your neighbors if you choose to do so. Again, it's all put in the hands of customers for customer choice.
We also work with public safety agencies. We've been a great resource for COVID-19 information. We work with local fire and police departments. What that means is they have the ability to request videos (through the Neighbors app). They provide requests in a public way so that everyone is completely aware and it's transparent to the entire community what's being asked of them.
Those partnerships with law enforcement have been controversial. Are there ways you approach product development to ensure devices aren't being used as tools for mass surveillance?
Everything we do is customer first. Our customers are the neighbors who live in those neighborhoods. Our customer is not the police department. It's not the fire department. Our customer is the user who has a home, who's putting a Ring doorbell on their house. We start with that premise, and we build everything around that from a privacy and security perspective. Any time that there's anything involving a public safety agency, users have a choice and it's entirely up to them when and if they share information, when and if they share videos, when and if they work with those agencies. We've seen nothing but positive things come out of that. Kidnappings have been solved because of people working with neighborhood agencies. Neighbor advocates are helping track down things like package theft. We're big believers in people working together. We're big believers in customer choice.
Is there a limit to customer choice? Ring has said in the past it won't use facial recognition technology. What if customers want it? And are there other features that may be off the table?
It's a hard question to answer because I can't predict the future of what I haven't built yet. What I can tell you is we don't use facial recognition on any of our devices or services and we will never sell facial recognition technology to law enforcement. Privacy is so important to us. Anything we build will include these strong privacy protections for our neighbors.
We go through privacy reviews, legal reviews, customer reviews, and internal discussions. We make decisions as to whether we think the items we want to build meet the mission to make neighborhoods safer. Is it in the customer's best interest? Is it providing additional privacy, security, and transparency to the customer? If we can say yes to all of those things, I think we are able to build them. If we have question marks, we don't build them.
This interview has been edited for length and clarity.
From Your Site Articles
- OpenX Pays $2 Million for Collecting Children's Data - dot.LA ›
- Amazon's Ring Camera Provides Footage to Law Enforcement - dot.LA ›
- Amazon-Owned MGM is Making a TV Show Out of Ring Camera Footage - dot.LA ›
Related Articles Around the Web
- Compare Smart Doorbell Cameras | Smart Home Security | Ring ›
- FBI worried that Ring doorbells are spying on police - BBC News ›
- Police now will have to make a public request for Ring doorbell ... ›
- Ring's police problem didn't go away. It just got more transparent ... ›
- How to stop police from asking for videos from Ring doorbells ›
- Ring, the doorbell-camera firm, has partnered with 400 police forces ... ›
- Video Doorbells | Smart Doorbell Cameras to Monitor Your Door | Ring ›
Tim Ellis
Tim Ellis is the co-founder and CEO of Relativity, the first autonomous factory and launch service for rockets. Relativity recently created the largest robotic metal 3D printer in the world and has tested our entirely 3D printed Aeon rocket engine over 180 times. Previously responsible for bringing metal 3D printing into Jeff Bezos' Blue Origin, and a propulsion development engineer on Crew Capsule RCS thrusters, BE-4, and New Glenn. Alumni of USC and played a leadership role in launching the first student designed and built rocket into near space. Testified to the US Senate on commercial space policy and is the youngest member on the National Space Council UAG by nearly 2 decades, and directly advises the United States White House on all space policy. Has spoken at numerous conferences including CBInsights Aha! and TEDx. Relativity is backed by Playground Global, Social Capital, Y Combinator, Mark Cuban, USC, and Stanford.
Spencer Rascoff
Spencer Rascoff is an entrepreneur and company leader who co-founded Zillow, Hotwire and dot.LA, and who served as Zillow's CEO for a decade. He is currently executive chairman of dot.LA and a board member at TripAdvisor. In the fall of 2019 Spencer was a Visiting Executive Professor at Harvard Business School where he co-taught the "Managing Tech Ventures" course. In 2015, Spencer co-wrote and published his first book, the New York Times' Best Seller "Zillow Talk: Rewriting the Rules of Real Estate." Spencer is the host of "Office Hours," a monthly podcast on dot.LA featuring candid conversations between prominent executives on leadership, diversity and inclusion, and startups.
From Your Site Articles
- Long Beach is Becoming Home to the Aerospace Industry Once ... ›
- Relativity Space CEO: 20K Satellites Will Launch in the Next Five ... ›
- relativity-space - dot.LA ›
- Relativity Space CEO Tim Ellis On 3-D Printing Rockets - dot.LA ›
- Relativity Space Will Have a Launch Site in California - dot.LA ›
- Relativity Space Co-Founder Jordan Noone Steps Down, Hints at 'Next Venture' - dot.LA ›
- Relativity Space Soars, Lands $500M Investment - dot.LA ›
- Relativity Space to Launch 3-D Rocket Mission with TriSept - dot.LA ›
- Relativity Space Is Planning a Reusable Rocket - dot.LA ›
- Relativity Space Scores Department of Defense Contract - dot.LA ›
Related Articles Around the Web
http://www.linkedin.com/in/annieburford
annie@dot.la