Project Overview

The PetSocial project was born from the vision of a veterinarian passionate about creating a deeper connection between pet owners and companies providing services and products for pets. The idea was to develop a collaborative social network, exclusively for pets and their owners, that would serve as a platform to generate sales, partnerships, and strengthen the pet community.

Introduction

I learned about the project during an emerging startups event, where I was working as an evaluator. Impressed with the idea and aware of the challenges, I accepted the invitation to reorganize it and structure the network launch in six months.

Identified Problems

From the first meeting, it was evident that the project prioritized the idealizer's wishes, lacking essential foundations.

• Digital business understanding

• Clear definition of the target audience

• Effective project management

• Brand fit to market

• Formation of a multidisciplinary team

We realized the need to fill these gaps before moving forward. With the full support of the idealizer, who proved to be open and collaborative, we began to build a solid foundation for the project.

Research process

We initially explored the emotional connection between humans and their pets and how this interaction could translate into the digital environment. We structured a three-step research.

• Qualify the online audience and their propensity to join.

• Quantify products and services available to that audience.

• Measure the interaction of potential users with similar platforms.

Upon completing the research, we understood that the audience was dispersed across pet-focused social networks, identifying opportunities to establish relationships with brands and services.

Personas

Maria Clara, 34 years, São Paulo/SP

Profile: Maria Clara is a marketing manager at a technology company and a single mother of two children. She recently adopted a Golden Retriever dog named Tom. She seeks to balance her professional life with the care of her children and the new pet.

Motivations

• Find tips on animal training and care.

• Share special pet moments on social media.

• Connect with other owners to exchange experiences.

Frustrations:

• Difficulty in finding reliable pet care services.

• Lack of time to research quality products.

• Concern for the pet's health and well-being.

Lucas Oliveira, 22 years, Porto Alegre/RS

Profile: Lucas is a veterinary student and intern at a local clinic. He has a passion for exotic animals and owns a cat named Simba and a cockatiel named Luna. He is active on social media and loves to participate in online communities related to pets.

Motivations:

• Access specialized content about animal care.

• Share knowledge and learn from other enthusiasts.

• Discover events and gatherings for pets in the region.

Frustrations:

• Lack of platforms dedicated to exotic animals.

• Scattered and unreliable information on the internet.

• Difficulty in finding local groups with similar interests.

Solution

Analyzing the research insights, we realized that the audience presented a significant potential for growth in the medium and long term, but would require differentiated attractions.

First solution: Develop inbound content focused on the pet niche, offering value to owners through tips, suggestions, and relevant information about care, health, and accessories for pets. Use content marketing and SEO strategies to increase engagement and attract users.

Second solution: Transform the network into a family tree for pets. Users could register each animal in their profile, including detailed information, and make individual posts for each pet, creating a unified feed that would reinforce the connection between community members. para pets. Os usuários poderiam cadastrar cada animal em seu perfil, incluindo informações detalhadas, e realizar postagens individuais para cada pet, criando um feed unificado que reforçaria a conexão entre os membros da comunidade.

Development and testing

In partnership with a dedicated team, we created a low-fidelity prototype of the social network, using open source tools and a simplified layout. The launch of this MVP (Minimum Viable Product) allowed us to test the concept with a limited group of users, reaching around 1,000 users and collecting valuable feedback on usability and desired functionalities.

It was possible to identify usage patterns and opportunities to generate income without compromising the user experience.

Feature Planning

To stand out in the market, we added innovative features that would add value to both users and business partners:

• Pet registration and control with documentation and microchipping.

• Digital vaccination card.

• Pedigree registration.

• Breeding history.

• Personalized menu for each pet.

• Integrated health history.

• Scheduling of services such as bathing and grooming.

These features would allow for strategic partnerships with companies in the sector, such as food subscription clubs or exclusive pet shop plans.

Final Product

The result was a functional MVP of a social network, meeting the needs of owners, pets, and service providers. With the launch of this initial version, we were able to validate the concept and realize the potential for organic growth as users generated content and spontaneously promoted the platform.

Monetization plans included the promotion of products and services focused exclusively on the pet niche, with the possibility of establishing partnerships with renowned companies such as Petz and Whiskas.

Initially, the project had a small team, consisting of developers, designers, and sales professionals, with the expectation of expansion as the network grew.

Outcome and learnings

Despite the intense work and promising prospects, the PetSocial project was later canceled due to the inability to secure the investments expected by the creator and other personal demands that arose.

Key learnings:

• Importance of financial planning: Even with a solid proposal, financial viability is crucial for the project's sustainability and continuity.

• Alignment of expectations: It is essential that everyone involved share a clear and realistic view of the project's goals and challenges.

• Resilience and adaptability: The startup market is dynamic and unpredictable; being prepared to adjust strategies is essential.

Conclusion

Participating in the PetSocial project was a journey full of challenges and learning. The opportunity to lead a multidisciplinary team, face complex obstacles, and develop innovative solutions reinforced my passion for product design and the impact that technology can have on people's lives.

Although the project did not go forward, the lessons learned enriched my professional trajectory and prepared me to approach future challenges with even more competence and creativity.

Property Notice

All images used in this case are for illustrative purposes only. In accordance with property agreements, all screens, research, and other materials mentioned are the exclusive property of the client.