Pet Biz Project

25. AI & the Future of Pet Brands: How to Stay Visible in a Changing Digital World with Luke Thorn from WebRefresh

In this episode, Erin steps in as host (while Tarryn is travelling) to chat with Luke Thorn from WebRefresh about how AI is reshaping the world of eCommerce - and what that means for pet businesses.From skyrocketing ad costs and SEO shifts, to the rise of conversational search and AI-driven shopping, this episode unpacks what brands need to know right now to stay visible and competitive.We discuss:How pet parents’ online search behaviour is changing with AI tools like ChatGPT and GeminiWhy brand mentions and reviews matter more than ever in AI resultsThe shift from keyword stuffing to conversational copywritingCommon misconceptions about AI (and why ignoring it could cost you)Practical ways to make product pages more “AI-friendly”The role of blogs and content as long-term assets for visibilityRed flags that show a brand isn’t ready for AI searchCase studies of brands already seeing big ROI from AI visibilityLuke’s bold prediction on the future of websites and eCommerceWhere to start if you’re feeling overwhelmed by AITune in for a mind-expanding and practical conversation that will help you future-proof your pet brand - and see AI as an opportunity, not something to fear.Checklist Downloadables:Ecommerce AI Search Optimisation ChecklistLocal AI Search Optimisation ChecklistLuke’s Links: WebRefresh Website: https://www.webrefresh.co/WebRefresh Instagram: https://www.instagram.com/webrefresh/WebRefresh Facebook: https://www.facebook.com/webrefreshco/WebRefresh LinkedIn: https://au.linkedin.com/company/web-refresh-coConnect with Luke on LinkedIn: https://www.linkedin.com/in/lukethorn/Learn more about the Pet Parent Decision-Making Matrix at go.petbizcreatives.com/matrixThe Pet Biz Project podcast helps you to build meaningful relationships with and sell more effectively to one of Australia's fastest-growing consumer groups, Pet Parents. If you loved this episode, please leave a rating and review of the Pet Biz Project podcast. And don’t forget to sign up to our newsletter too, where we regularly share exclusive resources, industry updates and news to help grow your pet biz. Connect with us: Instagram: https://www.instagram.com/Pet_Biz_Creatives/ Facebook: https://www.facebook.com/petbizcreatives YouTube: https://www.youtube.com/channel/UCzi1Sdhxb3CqxaGvz-fZfCA LinkedIn: https://www.linkedin.com/company/pet-biz-creatives/ Website: https://petbizcreatives.com/

24. How Virtual Assistants Can Supercharge Your Pet Brand with Tricia Ong from Mintrix Advisory

In this episode, Tarryn sits down with Tricia Ong from Mintrix Advisory to explore how virtual assistants can transform the way pet business owners work and grow.From tackling admin overwhelm and chasing invoices, to building systems and creating space for growth, this episode shines a light on the realities of working with VAs; the good, the bad, and the myths that often hold entrepreneurs back.We discuss:The difference between VAs and traditional employeesWhat tasks VAs can take off your plate (and how to start small)The most common myths and misconceptions about hiring VAsSigns that you’re ready to bring on a VAHow to onboard, train, and build trust with your VARed flags to watch for when choosing a VA providerWhy clear communication, systems, and feedback loops matterThe return on investment VAs can deliver—time, money, and peace of mindHow AI is changing (and supporting) the role of VAsTricia’s number one tip for business owners hiring a VA for the first timeTune in for a practical and insightful conversation that will change how you think about support, delegation, and creating space for growth in your pet business.Tricia’s Links: Minitrix website: https://mintrix.com.au/Minitrix Instagram: https://www.instagram.com/mintrix.business.advisory/Minitrix Facebook: https://www.facebook.com/mintrixbusinessadvisory/Connect with Tricia on LinkedIn: https://www.linkedin.com/in/triciaong1/How to contact Tricia:  Send Tricia an email at hello@mintrix.com.au with the subject line “Virtual Assistants”, and Tricia will be happy to share a proposal with you — including a full pricing breakdown and an overview of how everything works.Learn more about the Pet Parent Decision-Making Matrix at go.petbizcreatives.com/matrixThe Pet Biz Project podcast helps you to build meaningful relationships with and sell more effectively to one of Australia's fastest-growing consumer groups, Pet Parents. If you loved this episode, please leave a rating and review of the Pet Biz Project podcast. And don’t forget to sign up to our newsletter too, where we regularly share exclusive resources, industry updates and news to help grow your pet biz. Connect with us: Instagram: https://www.instagram.com/Pet_Biz_Creatives/ Facebook: https://www.facebook.com/petbizcreatives YouTube: https://www.youtube.com/channel/UCzi1Sdhxb3CqxaGvz-fZfCA LinkedIn: https://www.linkedin.com/company/pet-biz-creatives/ Website: https://petbizcreatives.com/

23. Navigating Retail, Relationships & Resilience with Rachael Tricarico from Houndztooth

In this episode, Tarryn sits down with Rachael Tricarico, founder and CEO of Houndztooth, a premium Australian pet wellness brand dedicated to supporting the health and happiness of dogs through natural, science-led products.Rachael shares the heartfelt story behind Houndztooth’s beginnings, inspired by her beloved Staffies, Hugo and Stella, and her mission to create clean, effective solutions for pets with sensitive skin and health concerns. From product development and packaging design to launching in major retailers and expanding into supplements and toppers, this episode gives a transparent look at the highs and challenges of building a purpose-led pet brand.This conversation is packed with real-world insights on navigating retail, balancing innovation with education, and building lasting trust with pet parents.Whether you're just starting out or scaling your pet brand, Rachael’s journey will leave you inspired, informed, and ready to take bold but thoughtful action.We discuss:The personal story that sparked Houndztooth’s creationHow to know when to pivot, persevere, or pull the plug on a productRachael’s approach to product development and launching into retailWhy brand trust and direct communication matter more than everThe challenges of working solo and how she’s built a lean but powerful teamThe evolving role of AI, e-commerce, and generational shifts in pet parentingStrategies for influencer partnerships and meaningful customer educationWhat’s next for Houndztooth, including a new website and product innovationsTune in for an honest and inspiring conversation with one of Australia’s most respected pet brand founders.About Rachael TricaricoRachael Tricarico is the founder and CEO of Houndztooth, a premium Australian pet wellness brand known for blending natural ingredients with scientific innovation to support the health and wellbeing of dogs.Inspired by her own dogs’ sensitivities and the need for high-quality, functional pet care, Rachael launched Houndztooth to offer products that are clean, effective, and luxurious - ranging from grooming to supplements and treats. With a background in business and a deep passion for animal welfare, Rachael champions a holistic approach to pet health. She collaborates with veterinary professionals and uses ethically sourced ingredients to create products that pet parents can trust. Through Houndztooth, Rachael is redefining what it means to care for modern pets.Rachael’s Links: Houndztooth website: https://houndztooth.com.au/Houndztooth Instagram: https://www.instagram.com/houndztooth_au/?hl=enHoundztooth Facebook: https://www.facebook.com/houndztooth/Connect with Rachael on LinkedIn: Learn more about the Pet Parent Decision-Making Matrix at go.petbizcreatives.com/matrixThe Pet Biz Project podcast helps you to build meaningful relationships with and sell more effectively to one of Australia's fastest-growing consumer groups, Pet Parents. If you loved this episode, please leave a rating and review of the Pet Biz Project podcast. And don’t forget to sign up to our newsletter too, where we regularly share exclusive resources, industry updates and news to help grow your pet biz. Connect with us: Instagram: https://www.instagram.com/Pet_Biz_Creatives/ Facebook: https://www.facebook.com/petbizcreatives YouTube: https://www.youtube.com/channel/UCzi1Sdhxb3CqxaGvz-fZfCA LinkedIn: https://www.linkedin.com/company/pet-biz-creatives/ Website: https://petbizcreatives.com/

22. Exhibit Smarter: Inside the Strategy of Dog Lovers & Cat Lovers Festival Success with Paul Mathers from Pet Projects International

In this episode, Tarryn sits down with Paul Mathers, Group Festival Director at Pet Projects International—the team behind Australia’s much-loved Dog Lovers and Cat Lovers Festivals.Join us as Paul shares his journey from acting and theatre production to leading some of the country’s most iconic consumer events for pet lovers. This conversation dives deep into the evolution of the festivals, the growing demand for immersive and authentic brand experiences, and why live events remain such a powerful platform for connecting with pet parents.Whether you’re a pet brand new to expos or looking to level up your presence at live events, this episode is packed with practical tips, behind-the-scenes insights, and strategic advice to help you maximise your impact.We discuss:Why pet festivals are more than expos—they’re immersive community experiencesWhat sets the Dog Lovers and Cat Lovers Festivals apart, and why their distinct “vibes” matterHow pet brands can better prepare for expos and avoid the biggest mistakes exhibitors makeThe power of brand storytelling, engagement, and experience in a live event settingWhy collaboration—not just attendance—is key to festival successHow show apps are transforming the way brands connect with consumersStrategies for standing out, even with a small booth and limited budgetWhy the real work starts after the event, and how to follow up effectivelyAbout Paul MathersPaul Mathers is the Group Festival Director at Pet Projects International, the organisation behind Australia’s premier Dog Lovers and Cat Lovers Festivals. With over 25 years of experience in event management across sales, marketing, and operations, Paul has been instrumental in creating engaging, interactive, and award-winning events that bring buyers, sellers, and communities together.Paul’s Links: Paul’s LinkedIn: https://www.linkedin.com/in/pmathers/Dog Lovers Festival website: https://dogloversfestival.com.au/To get in touch with the Dog Lovers Festival team, email: info@dogloversfestival.com.auThe Pet Biz Project podcast helps you to build meaningful relationships with and sell more effectively to one of Australia's fastest growing consumer groups, Pet Parents. If you loved this episode, please leave a rating and review of the Pet Biz Project podcast. And don’t forget to sign up to our newsletter too, where we regularly share exclusive resources, industry updates and news to help grow your pet biz. Connect with us:Instagram: https://www.instagram.com/Pet_Biz_Creatives/Facebook: https://www.facebook.com/petbizcreativesYouTube: https://www.youtube.com/channel/UCzi1Sdhxb3CqxaGvz-fZfCALinkedIn: https://www.linkedin.com/company/pet-biz-creatives/Website: https://petbizcreatives.com/Learn more about the Pet Parent Decision-Making Matrix at go.petbizcreatives.com/matrixThe Pet Biz Project podcast helps you to build meaningful relationships with and sell more effectively to one of Australia's fastest-growing consumer groups, Pet Parents. If you loved this episode, please leave a rating and review of the Pet Biz Project podcast. And don’t forget to sign up to our newsletter too, where we regularly share exclusive resources, industry updates and news to help grow your pet biz. Connect with us: Instagram: https://www.instagram.com/Pet_Biz_Creatives/ Facebook: https://www.facebook.com/petbizcreatives YouTube: https://www.youtube.com/channel/UCzi1Sdhxb3CqxaGvz-fZfCA LinkedIn: https://www.linkedin.com/company/pet-biz-creatives/ Website: https://petbizcreatives.com/

21. The Emotional Power of Pet Photography with Dave Pidgeon from The Dogs Pyjamas

In this episode, Tarryn sits down with professional pet photographer Dave Pidgeon to explore the critical importance of high-quality photography and videography for pet brands.Join us as we dive into Dave's journey to becoming a sought-after commercial pet photographer for leading brands. This conversation reveals eye-opening statistics about how professional imagery directly impacts purchasing decisions and why investing in quality visual content is essential for pet businesses looking to stand out in a crowded marketplace.Whether you're a pet business owner, marketer, or creative professional, this episode provides valuable insights on creating authentic visual connections with pet parents and why real photography continues to matter in an age of AI-generated content.Key Takeaways:Why high-quality product photos are crucial: 75% of online shoppers rely on product photos when making purchasing decisionsHow professional photography drives sales: websites with high-quality photos experience 94% higher conversion rates than those with low-quality imagesThe tangible business impact: 22% of returns happen because products look different in person than in photosHow video is transforming pet marketing: 64% of consumers are more likely to purchase after watching a product videoThe importance of authentic imagery in an age of AI-generated contentPractical tips for creating engaging product and lifestyle photography, even on a budgetThe value of storytelling through imagery and creating emotional connections with your audienceListen in to hear:Dave's journey from architectural and food photography to specialising in pet photographyInsights on working with animals in a studio environment and managing challenging photo shootsHow commercial pet photography differs from general product photographyStrategies for creating emotional connections through imageryThe evolving landscape of social media content and why video is increasingly essentialDave's perspective on AI-generated imagery and why authentic photography still mattersPractical advice for pet brands looking to elevate their visual contentDave’s Links: The Dogs Pyjamas: https://thedogspyjamas.com.au/To get in touch with Dave, email: bark@thedogspyjamas.com.auVisit our website for more information regarding the stats and sources discussed in this video.The Pet Biz Project podcast helps you to build meaningful relationships with and sell more effectively to one of Australia's fastest growing consumer groups, Pet Parents. If you loved this episode, please leave a rating and review of the Pet Biz Project podcast. And don’t forget to sign up to our newsletter too, where we regularly share exclusive resources, industry updates and news to help grow your pet biz. Connect with us:LinkedIn: Learn more about the Pet Parent Decision-Making Matrix at go.petbizcreatives.com/matrixThe Pet Biz Project podcast helps you to build meaningful relationships with and sell more effectively to one of Australia's fastest-growing consumer groups, Pet Parents. If you loved this episode, please leave a rating and review of the Pet Biz Project podcast. And don’t forget to sign up to our newsletter too, where we regularly share exclusive resources, industry updates and news to help grow your pet biz. Connect with us: Instagram: https://www.instagram.com/Pet_Biz_Creatives/ Facebook: https://www.facebook.com/petbizcreatives YouTube: https://www.youtube.com/channel/UCzi1Sdhxb3CqxaGvz-fZfCA LinkedIn: https://www.linkedin.com/company/pet-biz-creatives/ Website: https://petbizcreatives.com/