PetCheck didn’t just launch a product—they changed the way the pet care industry operates by launching what is now a $1.3 billion dog-walking SaaS category.
However, when they first started, they still faced challenges. Their innovative idea had no established market, no roadmap for how to sell it, and no existing demand for what they were building. To succeed, PetCheck needed more than sales execution—they needed to create an entirely new SaaS category.
The Challenge: Selling a Solution That Didn’t Yet Exist
Launching PetCheck meant introducing a concept that was completely foreign to dog-walking and pet care businesses. The hurdles were significant:
- No defined category: Prospects didn’t even know to look for this solution
- Unclear value messaging: Needed to educate the market while selling
- Lack of scalable sales model: No existing playbook for a market that didn’t yet exist
PetCheck required support in defining the market, building awareness, and developing a comprehensive sales strategy from the ground up.
Our Approach: From Zero Demand to Category Leadership
Some might say this is where Simon Fractional was born. As the founder of PetCheck, Doug Simon put his business, marketing, and sales skills to work to step up to the challenge of pioneering an entirely new SaaS category.
His approach?
- Category Creation Strategy: Positioned PetCheck as the first and only tech-driven solution for dog-walking and pet care management.
- Market Education Campaigns: Built thought leadership content and outreach to teach prospects about the problem and solution.
- Sales Infrastructure & Processes: Designed a scalable sales engine tailored to a non-existent category.
- Go-To-Market Playbook: Crafted messaging and playbooks to move early adopters from skepticism to loyal customers.
Marketing Case Study Results: A New Market Emerges PetCheck successfully defined and dominated a brand-new B2B SaaS category:
- First-to-market leadership, setting the standard for the pet care tech industry
- New category adoption, turning skeptics into customers and advocates
- Scalable sales processes built for future growth
- Industry-wide recognition as the company that reshaped pet care operations
Want to Lead a Market Instead of Competing in One?
Just like PetCheck, your company can create, define, and dominate its own category.
Schedule a Strategy Call to learn how Simon Fractional helps visionary companies build markets from scratch.
