How does Pawp think about customer acquisition cost (CAC) in the context of the pet industry market?

We're no different than all the various tech companies you've been interacting with over the past few months. We read the same news. We adapted. We made some changes internally in terms of how we operate things—a lot more focus on profitability and making sure we don't trade "future revenue" for current burn, etc. 

One of the things that we did over the past couple of months is quickly transition to CAC-less growth. Today, most of our growth, if not all of it, is happening organically—95%. 

We believe in spending a lot more time and resources building a brand—a purpose-driven and mission-driven brand.

Our target demographic and where we've been doing extremely well are millennials, and for the most part, they care about what we stand for and what we want to do. 

A lot of our distribution is also happening via partners. More people are open to partnering than they were probably earlier this year or end of last year. We're going to start announcing more of these partnerships in the next few weeks.

The last piece is SEO. Right now (as of publishing time) we’re number one for “My dog ate weed”. We were very proud of it until my mom called me and told me to use a different example. Jokes aside, “dog ate weed” was one of the things where we did extremely well, especially around April. Similarly in July, our article on fireworks and dogs also did extremely well. 

We really believe in the power of educating the customer and being the voice of the trusted advisor, all within the realm of a consumer-facing brand. Especially when it means we’re catching a reader in the middle of something that may require a telehealth call. It’s a great segue into our product.