Working Dogs Meet AI

Issue #71

June 4th, 2024

Quick Hits:

🐷 One of these is not the same

🎙️ The new summer husky anthem just dropped, T-Pain watch out!

🏭 A class action lawsuit has been filed against Purina

💭 Do dogs dream?

🇰🇷 In South Korea, the pet market is quickly outgrowing that of babies in multiple market segments.

This week we caught up with serial entrepreneur Almog Koren, to learn more about his latest startup DogBase.

What is Dogbase? What is a "working dog," and how big is this market?

When asked that question, I always like to start with our mission and drive: "We Believe in the Power of Tech to Elevate Working Dog Performance." If you ask what that means, it is that we empower k9 handlers and trainers to unleash the full potential of their working dogs by enhancing their capabilities. We do this with the DogBase platform, which is centered on frictionless logging, tracking, and making AI-driven improvements.

Why DogBase?

While there are some general training management platforms available, DogBase is specifically designed for working dogs and their handlers. Our platform offers unique features like:

• Frictionless logging and tracking: DogBase streamlines data collection, allowing trainers to focus on their dogs.

• AI-driven insights: Our platform analyzes data to provide personalized recommendations and performance optimization.

For us, a working dog is what we call "Dogs that have Jobs." You might think military, police, or custom K9s, but there is much more to it. For DogBase, working dogs can be search and rescue K9s, service dogs, therapy dogs, conservation dogs, and dog sports like agility, Schutzhund, or PSA, which is growing in the USA. But they can also be dogs that do pipeline detection or bio-detection. 

Surprisingly, it is not a consumer market size but much more significant than expected. We break down the market into the following sections: The global working dogs market is currently at $19.7B (2020) and has a CAGR of 4.8%, expected to reach $27.7B by 2027. Then we have the dog sports market and emerging markets like service dogs, private security, etc. This represents a significant opportunity for DogBase, and we already see strong interest and sales.  

You were a SAR K9 Handler, former special forces, and competitive dog sports participant, yet those things did not drive you to start Dogbase; what did drive you?

Yeah, you would think that is how DogBase started, but my journey was far from that. It's a story of hardship and hope. My journey began when I was diagnosed with life-threatening kidney failure. As my kidneys shut down, my future was hanging in the balance. During my dialysis treatments, I got Echo, a puppy I would train as my service dog. During these trying times, I grew a more profound sense of respect and admiration for the fantastic abilities of working dogs.

As I continued to train Echo for SAR missions, I began paying closer attention to the bigger picture behind working dog training. The lack of performance-driven technology within the space inspired me to start DogBase alongside my co-founder, Ordan, a long-time friend who supported me in my time of need. Reflecting on my journey and the kidney transplant that saved my life, I am inspired by the incredible potential of working dogs across specialties. Now, I'm committed to transforming the future of working dog training for the better.

You are a niche within a niche; what are the benefits of being in such a vertical, and should founders try to go more niche or more broad, in your opinion? 

Yes, it makes your go-to marker much easier, but it also allows you to understand your customer and, in turn, your product. When Facebook started, it focused on the founder's college and local area, then branched out to other colleges. This is much better. There are clear advantages to marketing, product, and growth.     

You were accepted into the Techstars accelerator. What insights can you share about applying for an accelerator program? What were some major takeaways?

That is a great question; I'm a big fan of startup accelerator programs. I have done Techstars twice (with two different startups) and previously The Microsoft Accelerator and The Junction Accelerator with my first startup, Scoreoid. My biggest takeaway is that not all accelerator programs are the same, and you must choose wisely. For me, an accelerator must provide you with funding on good terms, and if you need to pay anything, it's not an actual accelerator program, no matter what they say.  

Beyond it's your startup, so it is always up to you to make the final decision, but when going through an accelerator, you should have an open mind, listen, and learn. 

Our most significant takeaway from going through Techstars Tech Central Sydney powered by the NSW Government was that we came in with some pre-sales and user signups but no actual product. It was clear during mentor meetings that we needed to go live with an MVP, and we can't wait. We took that advice and launched. This was not only a major win but also really accelerated us forward, and within months, we started our subscription sales.  

Unlike a consumer-facing brand, you have to reach the police, military, and other  [Government] organizations. The approach might not be as simple as putting an Instagram post and explaining your product – What have you found to yield the best outcome when dealing with larger organizations? Specifically, ones that are government/public-service focused?

Surprisingly our first paid pilot program or pre-sales was a military unit that found us via a Facebook group post, and we have also had another government agency reach us from a LinkedIn post. The positive results from this pilot program have given us valuable insights and helped us refine our offering. The space is hungry for our solution, so you never know; however, you need a different approach.

What we found that works best for us is first using our networks and other networks to find a contact person, what we call a "middleman," that can contact us with the correct unit in most cases; this person is an x-military or x-government employee that personally knows the proper people. We use that person's connection for an introduction to direct sales. That has worked well, but now we have shifted a bit, and it is not about direct sales anymore but more about creating a real relationship and referrals.      

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Your startup is entirely remote; what are some positives and negatives of running a fully remote startup?

At our current startup stage, this has been very positive for us. First, it has allowed us to hire from a border pool, but, more importantly, as we are in the early stages, it helps us find developers that fit our budget. This is probably one of the most impactful things. It has also allowed my co-founder and me to work from anywhere, both from the perspective of choosing a place that is good for our work-life balance and a place that can help us reduce costs. At the same time, as we are fully remote, we can look at opportunities based on location, whether it is grants or investor funding that requires us to set up in their area, which we are open to. 

The negatives are there, and they can be mitigated to a certain point, but it is harder to build a connected team, not in the sense of communication; that is not an issue with today's tools but more on relationships. We don't have a home base or central location, but beyond that, I feel this is the correct direction for us, and I would recommend reading the book Remote by David Heinemeier Hansson.  

You've presented in Dubai, Poland, Australia, and more… For those who may have a fear of presenting what are some things you do to ensure you give a great presentation?

Yes, I have been fortunate to present at some huge events, and I could be a better speaker. I speak fast and "sallow" words when I speak, but I still do it. My best advice is just to do it, go for it, get on stage, and do your best. Over time, you will improve. Don't worry about what people think in most cases; even if you struggle, they will support you simultaneously, practice, practice, and practice. Plus, some great online resources can help you, and there are amazing coaches; try to find someone in your local area. There are even programs that help with this at no cost. It is up to you to take advantage and go for it.  

You’re a serial entrepreneur, what's one skill you’ve developed over the years that has helped you drive success to your companies?

I would keep this short: Failure: I fail and learn from it; ultimately, I keep going. Having the right and good people around is very important and will help me excel.  

Looking Ahead - DogBase is poised to revolutionize working dog training. We are currently seeking pre-seed funding to expand our development team, accelerate sales and marketing efforts, and solidify our position as the leading platform in this space.

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Finally, What happens when a dog loses its tail?

It goes to a retail store to buy a new one.

See you Thursday!