Billy Howell

i still think "athletic greens for dogs" is a $100M/year business waiting to be built here's the business plan humans already spend $20B yearly on premium spring water. they choose mountain valley over dasani, dasani over tap etc. yet their dogs still drink straight from the tap. if premium water matters for humans, why not for our best friends? partner with 25 veterinary clinics. run a 90-day study tracking dogs on premium supplements vs regular diet. data play is key. measure everything - energy levels, coat shine, joint mobility, dental hygiene, blood markers. raw data showing health improvements is your golden ticket. obviously, this has to actually work for you to continue. the go-to-market is dead simple. start with instagram. but not boring product shots. pure emotion. show a 12-year-old golden retriever playing like a puppy again. that video is worth 10,000 words of marketing copy. test two core ad angles: the dramatic transformation (old dog bouncing like a puppy) vs the science angle (vet explaining nutrient gaps). let the data tell you which hits harder. then scale the winner across platforms. split test headlines mercilessly. "your dog's water is empty" vs "the missing piece in pet health" vs "why vets are adding this to their dogs' water." the first 3 seconds determine if they stop scrolling. pricing strategy is key. launch at $97/month for the premium formula. seems steep. but dog owners spent $50B on premium pet food last year. they'll pay anything for their best friend if it means longevity distribution playbook sign 50 pet instagram accounts with 100K+ followers. focus on authentic before/after stories. partner with three top pet youtubers for long-form content showing real results. target facebook groups full of obsessive dog moms, sponsor dog longevity events. for manufacturing see if you can partner instead of figuring it out yourself. five supplement manufacturers already make pet vitamins. partner with the best one. modify their base formula. add your premium ingredients. partner with a water company. skip 36 months of R&D. find a veterinary researcher who can be the face of the brand. the dr. huberman of pet health. let them tell the story about why regular water and kibble just isn't enough anymore. this is your master stroke. tldr; build exclusivity first. premium product, premium price. once you own the high end, launch the $29/month "essentials" formula. the real money is in mass premium. that's it. the whole playbook. pet wellness is a $10B market growing 30% yearly. the first brand to own "premium pet supplements" walks away with a billion dollar exit. and if you can make the lives of our best friends happier and healthier, that alone is super cool. pet longevity is about to be a MASSIVE space. i share trends like this to get your creative juices flowing. someone's going to build this. why not you?

cows outperformed the s&p500 over the last 5 years

73.7% of all US wealth is held by those over 55, up from 56.2% in 2000, per US Fed.

If you're one of those "plumbers won't be using AI" people... I have bad news. I'm in a bunch of blue collar business owner Facebook groups. (FWIW, great market research and insights, but that's not the point). They are all talking about AI. This thread is from a plumbing owners group. A plumber asked if anyone's using AI voice recorders on job sites. He walks around dictating notes and material lists into a $169 pin on his shirt. AI transcribes everything, organizes it, and sends it to his team before he's back in the truck. Every single comment on the thread was some other plumber already using one. It's going to be the plumber with an AI pin on his collar generating quotes and material lists in real time... vs the plumber still scribbling on a notepad in his truck. Wild bifurcation of customer experience, efficiency and margin.

Ecom sauce that no one talks about🫣 How to edit checkout and add custom urgency and social proof on Basic Shopify. Tutorial below 👇