NEXT TO THE PAW — expertise, knowledge, and specialists in one place!
Information about dog breeds is scattered across forums, chats, and blogs. A novice dog owner finds it difficult to determine which information is reliable, while experienced dog trainers and canine specialists are separated from those needing advice by a large number of platforms, leading to lost reach.
On the «Beside the Paw» platform, both novice and experienced dog owners can connect, ask questions, and find reliable answers without long searches through questionable sources, while canine specialists can offer their services on a platform where their primary client base is concentrated.
Core Goals of Media
Information in One Place
Creation of a structured platform for dog content, upbringing, and health, developed by experienced owners and certified specialists.
Direct access to expertise
Creating a direct line of communication between newcomers and professionals to receive expert guidance.
Community Building
Creating a safe and friendly environment for dog owners to socialize and exchange practical skills.
Thematic Directions of Future Media
Messenger + forum + knowledge base
Platform segment—pet owners.The narrow focus is creating a networking platform connecting dog owners with experts in care and training—who use the platform either to find information or to offer consultation or grooming services for their dogs.
Competitors
Competitors were selected based on the principle of having a dog theme in the application, the specific aspect of dogs the application focuses on, and how it could help me in creating a platform.
Analysis showed that the market is fragmented: social media entertains, apps educate, forums provide expertise in an outdated format, and chats are chaotic—nobody connects community, expertise, and a structured knowledge base in one place.Therefore, the development should incorporate the best mechanics from competitors (gamification and utility features from «Bup”/Dog-Walker-Pal, the consultation format with a dog trainer from DogsTrain, and the respect for expertise shown by Dog-Pet.ru), but differentiate itself through a balance of „support + competence“ and a narrow focus on dogs. The MVP core consists of a pet profile and discussions, a searchable knowledge base, a Q&A feature with an expert, and a vaccination calendar.
Distribution Channels
We will promote the platform through advertising with popular dog trainers and dog owners (petfluencer bloggers), as well as via TikTok, Telegram, and VKontakte—these platforms together reach a wide age range, from young owners to experienced dog handlers.
Target Audience
Model: B2C + B2B. The primary audience is private dog owners (B2C), but the platform is also interested in professionals and the pet industry (B2B), so we are segmenting along both lines.Three client segments:
- Beginner Dog Owners (B2C)—the core audience.
- Experienced Owners (B2C)—carriers of experience and the «glue» of the community.
- Professionals: dog trainers, breeders, veterinarians (B2C-Professionals).
Personas
Anna, 22 — New Owner • Gender/Age/Location: Female, 27, Moscow. • Occupation: Office Marketer, Hybrid Schedule, Medium Income. • Situation: Half a year ago, she adopted a German Shepherd puppy. She Googles every question («why is it biting, ” „what to feed“), receives contradictory advice from forums, chats, and YouTube—and doesn’t know who to trust. • Goal: To feel confident as a pet owner, not to harm her pet, and to find her „go-to“ mentor. • Registration Motivations: To get quick answers from experienced owners and trainers, to stop feeling alone with her problems, and to consolidate all information in one place. • Pains/Fears: She is afraid of making a mistake and hurting her dog; she is tired of fragmented sources; and she feels embarrassed to ask „silly“ questions in chats. • What We Offer: A safe and friendly community, vetted advice, an „Ask an Expert“ format, and a knowledge base on care and training. • Value Proposition: „Understanding your dog is easier together.“
Dmitry, 41 — an experienced owner • Profile: Male, 41, St. Petersburg. • Background: IT Engineer, 12 years of experience with dogs (Labrador), works with a canine trainer, and participates in dog shows. • Situation: Knows a great deal and wants to share his experience, but information gets lost in Telegram chats, and forums have outdated formats and low engagement. • Goal: To be part of a «like-minded» community, assist newcomers, find companions for walks and shows, and maintain his reputation. • Motivation for joining: Experience exchange, status and recognition within the community, and networking based on shared interests (breed, neighborhood, shows). • Pain Points/Fears: Chaos in group chats; feeling that his experience «disappears into the void»; lacking a convenient place where his advice is structured and valued. • What we offer: A mentor role, established reputation, specialized communities by breed and interest, and a user-friendly discussion format. • Value Proposition: «Your experience is important and needed by others.»
Elena, 35 — Specialist (Canine Trainer/Breeder/Veterinarian) • Gender/Age/Geo: Female, 35, Yekaterinburg. • Profession: Professional canine trainer, private practice, active on social media. • Situation: She finds clients through word-of-mouth and social media, but lacks a platform where her expertise is visible to the target audience precisely when help is needed. • Goal: A stable flow of clients, establishing expert reputation, and direct contact with dog owners. • Registration Motivations: Promoting services, establishing recognized specialist status, answering audience questions, and building trust. • Pain Points/Fears: Difficulty standing out among «information sellers»; lacking a tool to validate qualifications; clients often come unprepared. • What We Offer: Expert verification, a professional profile, consulting formats (asynchronous, video analysis), and access to a «hot» audience. • Value Proposition: «A platform where your expertise is seen and valued.»
Unique Selling Proposition
1. Everything in one place: community + expertise + searchable knowledge base.
2. Vetted professionals within the community: get answers from a canine trainer or veterinarian without needing to use external services.
3. A safe environment for beginners: a «friendly expert» instead of judgment and chaos.
