Introducing Nicole and Dog Child
Q: Can you briefly introduce yourself and your startup?
A: Hi, I’m Nicole Marchand, the CEO and founder of Dog Child. We’re the largest recipe community for dog parents, offering a range from dog treats to full meals and supporting products.
Q: What inspired this idea?
A: My senior multi-poo stopped eating kibble, sparking the idea. Why feed processed food when I eat fresh whole foods? I started cooking for her, found a recipe on YouTube, and she loved it. However, a vet’s lecture made me question the nutritional aspect. The overwhelming complete and balanced recipes online led me to help dog parents cook nutritious and simple meals without feeling overwhelmed.
Why Leap?
Q: How did Leap Venture Studios come into the picture?
A: I got involved through Leap’s female founder boot camp. At that point, we were in web development, selling product development. As we began our online recipe community and social media presence, they noticed the traction in home cooking. I applied online after going through one of their boot camps.
Q: How was the application process?
A: It was quite easy. You tell them about your business. The key is showing traction, even in the early stages. Despite not having launched our full recipe community or products yet, we demonstrated this through social media, followers, and other metrics.
Q: What did the application process look like in terms of, was it an online application with many interviews as well?
A: Yes, it was an online application followed by multiple interviews.
Leap Structure and Funding Details
Q: When you get in, do you automatically get funding? Is that how that works? How does LEAP work?
A: Yes, you automatically get funding through the program. They invest in your company, and while you negotiate the terms, every company in my cohort receives funding. It was either $150,000 or $200,000, but I should double-check as it’s been a while. The equity amount is not disclosed as it varies for different companies.
Q: What was the typical day like? What did the program look like?
A: During COVID, it was different. The program had two intensive two-week sessions, initially online. We had various speakers, networking events, and mentorship sessions, providing valuable insights into the pet industry. Additionally, we worked on a marketing project with the Leap Ventures team. The last two weeks were in person, concluding with a big pitch day to investors.
Milestones, Growth, Achievements, and Current Status with Leap
Q: Was there a standout feature of the program that you can look back on and think makes the program unique?
A: Access to top pet experts worldwide, invaluable capital for startups, meaningful marketing projects, and a network of top pet startups globally. The program fosters connections with other CEOs and pet companies, providing a network for future collaborations.
Q: Inversely, is there something that you think didn’t meet your expectations or was underwhelming, something they can improve on?
A: Due to COVID, the lack of face-to-face time was a downside. An improvement could be more in-person interaction, as sessions were affected even when held in person. However, overall, there were no significant negatives.
Q: Considering your current success, do you think you would be where you are now if you hadn’t gone through their program? Do you see the correlation between finishing?
A: The program played a pivotal role in our success, opening doors and providing numerous opportunities. The correlation between completing the program and our current position is clear—it has been instrumental in our journey.
Q: How’s your relationship with them now, and do you still feel like you experience ongoing support? Have they specifically introduced you to any VCs or angel investors?
A: The ongoing support is significant. They host events at pet conferences and are readily available to connect with portfolio companies. They assist with specific needs, tailor support, and provide opportunities for collaboration. While we haven’t raised another round, their backing has opened doors for partnerships, and they express willingness to introduce companies to investors. Their support is dynamic and responsive to individual company needs.
Advice for Future Leap Applicants
Q: Do you have any final piece of advice for anyone looking to apply?
A: The key is demonstrating metrics and traction, emphasizing growth in the market. LEAP places a significant focus on sustainability and making a positive, lasting impact on the pet industry.