Zan is the VP of Partnerships at Exactius, an investor and growth strategist with vast experience in growth marketing and leadership, as well as a seasoned entrepreneur.
How Three Dog-Loving Co-Workers Quit Their Jobs and Disrupted the $75 Billion Pet Food Industry
The exact 3-part growth playbook that Jinx used to scale their business
Sometimes, it takes a passion for pups and a bold leap to change an entire industry. That's precisely what happened when three dog-loving co-workers left their jobs at a luxury mattress company to revolutionize pet food. Their goal? Create a healthier, more humanized approach to feeding dogs. The company they built, Jinx, has quickly become a game-changer in the $75 billion pet food industry.
A Sick Dog Sparks a Big Idea
Terri Rockovich’s journey began with a simple yet deeply personal problem: her rescue dog, Blitz, was sick, and she struggled to find a dog food that met her standards for health and quality. Disappointed by the limited options, she recognized a significant gap in the market for nutritious, high-quality dog food. The timing couldn’t have been better, and she wasn’t alone in her frustration. With her two colleagues from Casper—a $500 million luxury mattress company—she decided to take the plunge.
Rockovich and her co-founders took what they learned from their time at Casper and applied it to their new company, Jinx. The result? A thriving direct-to-consumer healthy dog food brand that’s giving the big players in the pet food industry a serious run for their money.
The Three-Part Growth Playbook
The success of Jinx can be traced back to a growth strategy inspired by the Casper playbook. The plan focused on three key components that set the company apart in a highly competitive market:
- Building a Brand for Millennials
Millennials view pet ownership in a fundamentally different way than previous generations. Many of them see their pets not just as animals, but as beloved family members. They prioritize their pets’ well-being and are willing to invest in higher-quality products, with millennial pet owners spending an average of 7.5% more on dog food each year.
Traditional pet food companies weren’t keeping up with these shifting preferences. Jinx saw an opportunity to build a brand that resonated with this generation’s values—health, transparency, and trust. By focusing on clean ingredients and human-grade quality, Jinx aimed to meet the rising demand for better pet food.
To further connect with the millennial audience, Jinx used a strategy similar to Casper’s by securing celebrity investors and partnerships to boost visibility and credibility. High-profile figures like Will Smith and Trevor Noah came on board as investors, while the brand collaborated with Chris Evans and Mr. Beast, even teaming up with the latter for a dog charity video. These endorsements helped Jinx rapidly expand its reach and establish itself as a premium brand in the market.
- Implementing Affordable Premium Pricing
Jinx positioned itself as a premium brand but with an accessible price point. The company offered products that were higher in quality than the typical big-name brands while still being affordable enough to attract millennial pet owners. This "affordable premium" approach allowed them to target customers who were willing to pay more for better nutrition but still wanted good value.
The pricing strategy effectively balanced quality and affordability, setting Jinx apart from both high-end boutique brands and mass-market options. This middle ground not only helped Jinx attract a broad customer base but also reinforced the brand’s message of premium yet attainable quality.
- Launching a Subscription Model
The subscription-based revenue model has been one of the biggest factors in Jinx's success. With 70% of its customers subscribing to a monthly delivery service, Jinx generated more than $30 million in annual revenue from subscriptions alone.
Subscription services fit seamlessly with a younger generation accustomed to paying for everything from streaming services to meal kits on a monthly basis. Not only did it offer convenience for pet owners who never had to worry about running out of dog food, but it also provided Jinx with stable, recurring revenue. This recurring income has been instrumental in fueling the company’s growth, allowing it to scale rapidly while maintaining a consistent cash flow.
Scaling Beyond E-commerce
Jinx didn’t stop at direct-to-consumer sales. The company expanded its reach by partnering with major retail brands, pushing its products into physical stores, and making the healthy choice more accessible for pet owners everywhere. This omnichannel approach further boosted Jinx’s visibility and enabled them to rapidly grow their market share in a space historically dominated by established giants.
Disrupting the Industry, One Bowl at a Time
The story of Jinx is more than just a tale of entrepreneurship; it’s about changing the way people think about pet food. With its millennial-focused branding, premium yet accessible pricing, and a subscription model that appeals to modern consumers, Jinx is shaking up an industry that has long been overdue for innovation.
What started as a quest to find healthier food for a rescue dog has grown into a movement to improve the quality of life for pets across the country. By bringing fresh ideas to a $75 billion industry, Rockovich and her co-founders didn’t just launch a dog food company—they unleashed a revolution.
Lessons for Aspiring Entrepreneurs
Jinx’s journey offers valuable insights for anyone looking to disrupt a market:
- Identify a Gap in the Market: Look for unmet needs or underserved customers. In Jinx’s case, the gap was a lack of healthy, affordable dog food options targeted at millennial pet owners.
- Leverage Strategic Partnerships: Collaborating with influencers and celebrities can quickly build brand credibility and reach new audiences.
- Subscription Models Drive Recurring Revenue: Offering subscription-based services can create a stable income stream and enhance customer retention.
With these principles, any entrepreneur can take a page from Jinx's playbook to turn a passion into a profitable business while making a real impact in their industry.
For more growth stories, value-packed interviews with top growth executives and more, visit The Unlock Podcast.
Zan Bennett
