Pelomatto

Foundation: 2023

Value proposition

With Pelomatto in their pocket, pet-parents can keep their canine companions well-groomed and well-kempt without leaving their living room. Anchored in deep market research and validation, Pelomatto is, today, a home grooming service booking platform that keeps customers in control of their schedules, without disrupting the stability of the pet’s home environment.

Pelomatto removes the stress of transportation and unsuitable appointments from the equation, through a practical platform centered around the schedule and needs of pet-parents across Europe.

Ambito

MARKET

Pet Technology

Team

William Selmo

Founder

Ferdinando Volpe

Founder

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Problema

Problem

Owning a dog is a commitment, which demands a bi-monthly visit to the groomer to trim and tame long hair, scour for parasites like fleas, clean their teeth, detect potential skin issues, and help the animal lead a happier life overall. However, in today’s fast-paced Europe, pet-parents continent-wide are struggling to find the time to travel to and from the groomer, let alone reserve slots that suit their schedules. In a world where the needs of dog owner’s conflict with grooming center’s operating hours, pet-parents need a better way to prioritize their pet’s health and well-being.

Soluzione

Solution

Transportation challenges, busy schedules, and separation anxiety are no match for Pelomatto’s at-home grooming service booking platform. Now, dog-parents can book treatments for their pets without having to disrupt their schedules, uproot their companion’s comfort, or set a paw out their front door. It’s as simple as requesting a service and waiting for a certified dog groomer to visit the customer’s home on their chosen date. Pelomatto was designed to prioritize:

Convenience
Canine comfort in their own environment
Pet-parent reassurance
Access to certified, trustworthy groomers with professional grooming kits
Guaranteed cleanliness through post-treatment disinfection and sanitization

Revenue Model

Time-poor owners of dogs who are prone to stress, car sickness, and erratic behavior when leaving the comfort of their own environment.

Target

Time-poor owners of dogs who are prone to stress, car sickness, and erratic behavior when leaving the comfort of their own environment.

Target

Time-poor owners of dogs who are prone to stress, car sickness, and erratic behavior when leaving the comfort of their own environment.

Revenue Model

Time-poor owners of dogs who are prone to stress, car sickness, and erratic behavior when leaving the comfort of their own environment.

Validazione

Validation

The Mamazen team thoroughly validated the concept before bringing the final service to the market. For Pelomatto, we conducted our proven validation process on both potential customers and service providers.

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To test the problem…we shaped 6 value propositions through the creation of 6 online landing pages. Our efforts generated 187 leads at a CPL (Cost per Lead) of €1.19.
‍To test the audience…we conducted 53 customer discoveries using our contact list. We received positive feedback from 66% of respondents, validating our hypotheses regarding the problem in the market.
‍To test the solution…we developed a prototype for the platform which has secured 78 bookings so far.
‍To test the price point…we conducted tests across 4 different price lists. On the validated service menu, we obtained 30 bookings, averaging a CAC (Customer Acquisition Cost) of €6.58. With an average income of €47 per service, revenue would average €1410 if all 30 bookings were fulfilled – compared to €197.40 CAC. That’s a profit of €1212.60.
‍To test pet groomers’ revenue…we conducted a painstaking lead generation campaign which generated 20 new contacts at a CPL of €16.11. We further conducted 16 customer discoveries to isolate the most suitable persona for the startup’s collaboration.
‍To test legalities…we performed all necessary legal checks.
‍To test competitiveness…we conducted thorough research on potentially pre-existing market multiples with similar characteristics both sector-wise and operationally.
‍To test the final service…we created the MVP (Minimum Viable Product) with enough enticing features to validate the concept and attract early adopters. And once we were confident to move forward, we onboarded and interviewed pet groomers who were the perfect fit.

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Fotografia attuale:

The Present Status:

Start: April 2023
Round: Pre-seed €100K, Seed €300K in progress
ARR: €150K
Clients served: over 1200
Average order value: €60
Partner groomers: 8

Founder

BIO

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William Selmo

Founder

BIO

Experienced Entrepreneur and Digital Transformation Leader with a proven track record in driving growth, optimizing operations, and developing successful e-commerce strategies. Skilled in CRM, strategy, operations, and sales, with expertise in managing teams, implementing new technologies, and establishing efficient workflows. Has build 1.2M pipeline as Sales Manager at Kleecks in 4 months and leading Digital Transformation initiatives as a Freelance Digital Transformation Manager at I-AER Institute of Applied Economic Research. 6 years of entrepreneurship developing Glimmed a fashion brand building company with a focus on: - Elettra Lamborghini Collection kidswear Licensee Brand with 1M in annual revenue. - Not After Ten influencer based Digital Brand, 400k in revenue in 7 months. - Glimmed HQ digitalization in order to develop a fully automated operations structure ablet to manage peaks of 1000 daily orders both B2B and B2C with a team of 4 people including warehouse management.

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CONTACTS

Ferdinando Volpe

Founder

BIO

Extensive experience in business development, with a passion for startups, venture capital, and innovations of high growth potential. In the early days of his career, he launched one of the first Italian crowdfunding platforms focused on real estate. The startup was selected for acceleration at the Polo Tecnologico di Pavia and Mind the Bridge in San Francisco, California. After spending time in Silicon Valley, he leaves Italy to study branding in Barcelona. He specializes in helping small and medium-sized companies grow, expand, and digitize during this period. He then holds the position of Country Manager for the Spanish go-to-market of Trackting, an Italian scale-up. After five years in Spain, he returned to Italy to face a new challenge in entrepreneurship by approaching the Venture Builder model. Results-oriented, he is passionate and dedicated to do "what needs to be done" to achieve goals.

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contaCTS