Want support in growing your pet tech startup? Applying to a startup accelerator could be a good move. At Unleashed by Purina, we’ve been supporting pet industry startups for over six years and seen incredible growth for our alumni.
But what even is a startup accelerator, and is it right for you?
Read on to learn more.
What is a startup accelerator?
A startup accelerator is a structured programme providing mentorship, networking opportunities and (occasionally) funding to help startups grow.
Some are more general, serving multiple industries, while others (like Unleashed by Purina) focus on the pet industry specifically.
Both types of accelerators have their merits. For example, a general startup can widen your network beyond the pet industry, which may be helpful for some verticals.
On the other hand, concepts that work for a transportation app, like Uber, may not translate to your pet tech innovation. The pet industry is pretty niche! So it helps to have people who get pets.
Accelerators are often a “proof of concept programme”. At Unleashed by Purina, the accelerator is the best place to discover how your business can grow and leverage the tools to do it. Then, a select few startups are invited to our business incubator, which is where you “prove the business”. This includes longer tail support with further opportunities to collaborate.
Now we’ve cleared that up, is your startup a good candidate for an accelerator? Let’s find out.
Should you apply to a startup accelerator?
Not everyone is ready to make the most of a pet tech startup accelerator. For instance, we often get applications from super early-stage startups who are not quite sure of their product or market, let alone the elusive ‘product-market-fit’.
Most programmes want to see some traction, by way of users or revenue.
Here’s a short hand.
Your startup might be a good fit if:
- You have an MVP already developed or close to completion
- You need help scaling or accessing industry-specific mentors
- You’re looking for community, structure or investor connections
- You have time to work on the programme goals
- You’re open to possibly giving up a small equity stake (depending on the programme)
You should wait if:
- You’re not ready to pivot your vision
- You’re not ready to share equity (if applicable)
- You don’t have an MVP or any traction
- You don’t have several months to give to the development of your product during the programme
‘Funded startups can’t apply to startup accelerators.’ This is a common myth and completely false! In fact, if you’ve raised a seed round or Series A or B and have good traction, you could be in the best position to reap the benefits of a startup accelerator.
Why?
1. You have more resources to apply what you’ve learned in the programme
2. You can build partnerships with industry experts to further your mission
3. You can leverage the programme to grow your startup in new ways, such as alternative income streams and brand partnerships
So if you’re a little further ahead in your journey, you’re welcome too!
Now, let’s get into the top startup accelerators out there for pet tech founders.
Top startup accelerators for pet tech brands
The top startup accelerators for pet tech brands are:
- Unleashed by Purina
- LEAP by Mars Petcare
- Y Combinator
- Techstars
- Seedstars
Read on to learn more about each programme.
1. Unleashed by Purina
The Unleashed by Purina programme is highly customised and tailored to each startup we work with. Every year, we choose up to ten startups to nurture.
Our goal? To use our unrivalled industry resources and expertise to help you grow.
We also give up to CHF 50,000 in funding for a mutual project and do not take any equity.
Over 20 weeks, a minimum of three industry experts we call Unleashed by Purina Champs will support you through each milestone of the programme. And your milestones will depend on your business model, audience and vertical.
For example, the team at Bookmypet, the online pet services platform based in UAE, used their time with us to optimise their product, improve market research and shift their mindset to unlock new growth opportunities.
Whereas Breedera, the online management platform for breeders, leveraged connections and visibility offered by the programme to take their business to the next level.
Whether you're a pet startup with passionate users or a growth-stage brand backed by Series A or B funding, our work together is about meaningful transformation.
Who can apply: Growth-stage disruptive pet tech startups based in Europe, AOA, LATAM, and the Middle East. You must have some traction and users to be considered.
Programme length: 20 weeks. One week in person. The remainder virtual.
How to apply: Unleashed by Purina Website
Notable alumni: FERAGEN, Breedera, knok, Cat in a Flat, enifer, Vetchip
2. Leap
Leap is a US-based, 12-week startup accelerator programme aimed at seed to Series-A funded startups in pet care. During the programme, you’ll get access to pet care leaders and experts, be monitored on your business goals and network with fellow pet tech innovators.
Networking and resource opportunities come from the two corporate parents backing Leap: Mars Petcare and Michelson Found Animals Foundation.
If you’re an earlier stage startup (pre-MVP) and don’t qualify for the accelerator, the Leap Academy runs events and pitch competitions tailored to your stage.
Who can apply: Seed to Series-A funded pet startups
Programme length: 12 weeks. Two weeks in person. The remainder virtual.
How to apply: Leap Website
Notable alumni: Smalls, Otis, Native Pet
3. Y Combinator
Y Combinator is a generalist startup accelerator based in San Francisco. They’ve supported some of the most famous startups in the world, like Airbnb, Dropbox and Stripe.
Their intense 12 week programme runs four times per year, so there are more opportunities to get in. The 3-day workshop, at the beginning of the programme, is often the highlight for founders, as Y Combinator invites some of the most influential tech leaders to speak.
They offer $500,000 (USD) in VC funding in exchange for equity.
During the programme, your Y Combinator mentor will deliver a combination of individual and group sessions with your fellow founders to encourage peer support and collaboration throughout.
Who can apply: Pre-seed - seed funded startups (40% of YC companies are just ideas with no revenue!)
Programme length: 12 weeks. Two weeks in person. The remainder virtual.
How to apply: Y Combinator Website
Notable alumni: Petcube, Camlist, Dr.Treat
4. Techstars
Techstars is a little different! Instead of one signature accelerator programme, they run several across the year divided by location or vertical. If you want to be part of the local startup community, this is a good option as you’ll be grouped with fellow founders in your area.
Sadly, they don’t have a ‘pet tech’ specific accelerator programme at this time. They have a preference for health tech, energy tech, fintech and food tech. However, you’re welcome to apply to the regional or ‘anywhere’ accelerator.
Each company selected receives an investment of $220,000 (USD) in exchange for equity.
During the programme, you’ll be mentored by experienced entrepreneurs and industry insiders to help you grow.
Who can apply: Any stage startup with a clear value proposition
Programme length: 12 weeks. Hybrid or online.
How to apply: Techstars Website
Notable alumni: Petcube, Camlist, Dr.Treat
5. Seedstars
Finally, Seedstars specialises in supporting startups in emerging markets. That means they love groundbreaking tech in niche industries and geographies.
For example, they have a campaign to support founders in Sub-Saharan Africa and other locations that are often overlooked.
The Seedstars accelerator programme is centred around 1:1 support from an entrepreneurial mentor, but also incorporates social activities, bootcamps and workshops to allow you to network with fellow founders.
The primary accelerator programme doesn’t give funding. Instead, startups are charged a programme fee of $20,000 (USD) to participate.
They haven’t accepted many pet startups in their history, but there’s a first for everything!
Who can apply: Any stage startup with a clear value proposition
Programme length: Varies depending on the programme
How to apply: Seedstars Website
Notable alumni: PetTravelAdvisor
How to make the most of a startup accelerator
Like any programme, you need to be ready to make the most of a startup accelerator, because it goes fast! Before you know it, it’ll be graduation day.
Here are some ways to make the most of this opportunity:
1. Be ready to pivot: Being part of a startup accelerator and community can challenge your thinking. You may come out with a whole new business model. Flexibility is key.
2. Leverage the network: Programmes often have onboarding workshops and networking events where you can speak to your fellow startup founders. This is a great opportunity to broaden your network in the pet tech space.
3. Prep your pitch: Most graduation days for startup accelerators are pitch events. Put effort into your final presentation as you never know what opportunities it may lead to.
4. Shout about the programme: Participating in a pet tech startup accelerator is a huge vote of confidence and can attract future investors.
5. Stay in touch: If you’re an active member of the programme’s community, you’re more likely to make connections and be the first to know of any future opportunities.
Next Steps
Being accepted into a pet tech startup accelerator shows that you and your team are innovating in the pet space. But remember, the programme is just a springboard—you still need to do the work and leverage the resources to grow your business.
We’ve supported startups through major shifts in their companies for over six years. It’s the founders that apply themselves and leverage every opportunity that go the furthest.
Got a disruptive pet tech startup that is gaining traction? We’d love to hear from you!
You can find out more about when applications open for the next Unleashed by Purina cohort here.