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© 2025 Pet Biz Project
Description
The show which helps pet brands, marketers, business leaders and entrepreneurs to build more meaningful relationships with & sell more effectively to one of Australia's fastest growing consumer groups - Pet Parents.
26 Episodes
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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...
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...
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 desi...
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 p...
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 s...
Welcome to Episode 20 of the Pet Biz Project. This week, Tarryn sits down with Tia Wishart from IndePet to explore the power of community and collaboration in the independent pet retail space. Tia shares her journey from a corporate legal career to finding her purpose in the pet industry, and how IndePet is supporting a network of over 50 independent pet stores across Australia and New Zealand. She opens up about how the member-owned model empowers store owners, fosters collaboration, and ens...
In this special episode, co-founders Tarryn and Erin Michie pull back the curtain to reveal why they decided to refresh the Pet Biz Creatives website. Join us as we discuss the journey behind our new look, the reasons for the redesign, and how our value-driven, emotion-powered approach now shines through our digital presence. If you’ve ever wondered about the role of design and strategy in shaping the future of pet brand marketing, this episode is for you! We’re diving into the futurist...
Welcome to Episode 18 of the Pet Biz Project. This week, Tarryn sits down with Dr. Will Maginness, founder of 5 Hounds by Dr. Will, to explore his unique journey from professional football to veterinary care to launching a purpose-driven pet nutrition brand. Dr. Will shares how his deep connection with animals and holistic approach to pet health led him to create a business that prioritises individualised nutrition plans for dogs. He opens up about the challenges of rebranding, his commitment...
Welcome to Episode 17 of the Pet Biz Project. This week, Tarryn sits down with Dr. Roz to unpack the powerful intersection of ethics, transparency, and empowerment in the pet industry. Dr. Roz shares her expertise as a leading voice in ethical pet nutrition and welfare, offering insights into how businesses can balance scaling with staying true to their core values. From the importance of transparent supply chains to empowering pet parents to advocate for their animals, this episode dives dee...
Welcome to Episode 15 of the Pet Biz Project, where Tarryn is joined by Ayda Hornak from PetWell to discuss what it takes to build a successful pet wellness brand, whilst constantly evolving with the needs of your community. Ayda Hornak, co-founder of the incredibly popular Australian pet wellness brand PetWell, joins Tarryn to discuss the importance of building a brand with a mission, the role of customer-driven development and the unique challenges of the pet wellness industry. They also ta...
Welcome to Episode 13 of the Pet Biz Project, where Tarryn sits down with Caroline Zambrano from PetJourno to chat about PR opportunities for pet businesses. Caroline Zambrano, founder and managing director of PetJourno, a PR, Content Writing and Social Media service, joins Tarryn to discuss how pet brands can work to build trust with pet parents, establish themselves as a thought leader in the industry and build a relationship with the media. They also talk about the key steps you c...
Welcome to Episode 12 of the Pet Biz Project, where Narelle Cooke from CanineCeuticals joins us to talk about running a business centred on canine healthcare. In this episode Tarryn chats with Narelle Cooke, a renowned Natural Health & Nutrition expert, clinical naturopath, nutritionist, herbalist and also the owner of the wellness clinic ‘Natural Health and Nutrition’. Together, they discuss the importance of pet brands creating an ecosystem of education, value and support that g...
Welcome to Episode 11 of the Pet Biz Project, which is officially the first episode of Season 2! In this episode Tarryn sits down with Arianne Sackville from Bell & Bone to discuss some of the frustrating challenges that business owners face when trying scale their business. Along with what you can do to overcome these. They also look at what pet parents are really looking for from pet brands, and how to assess deeply what drives their purchasing behaviour and decision making when it co...
In the final episode of Season 1 of the Pet Biz Project, your co-hosts Tarryn & Erin Michie sit down to discuss the Key Mistakes Pet Brands Make. The mistakes discussed here aren’t assumptions or generalisations - but are, in fact, gathered directly from pet parents themselves. In 2021, Pet Biz Creatives conducted its very own pet parent survey, exploring how relationships with pets had been impacted by the global COVID 19 pandemic, as well as how pet owners viewed pet brands. In to...
When it comes to email marketing, the only way it will be truly effective is if you have an interested, engaged and responsive email list. In other words. people who actually want to receive and interact with your emails. But how do you go about building this quality of email list? In this episode, co-founder of Pet Biz Creatives Erin Michie once again rejoins Tarryn to discuss the hows, whats, and whys of building a healthy, lucrative email list. Including the benefits of building you...
When starting out growing your pet biz, it’s easy to fall into the trap of thinking that the #1 goal you should have as an entrepreneur is to “scale scale scale”. However, sometimes scaling too quickly or without the infrastructure in place first can lead to some major headaches down the line. Thankfully, in this extra fun episode of the Pet Biz Project we are joined by Melissa, founder of the hugely popular Laila & Me, and hear a little about her own story (and challenges) when growing h...
For small pet brands, it can feel overwhelming to know how best to both present and represent yourself online. If that sounds familiar, then this episode is going to be gold for you. Because today, owners of Dogfolk Photography and Pretty Fluffy, Katy & Shell join us to discuss how to make an impact online through strategic product images, curating an online community and dealing with algorithm changes. Katy & Shell suggest top tips for keeping your online identity simple and achievab...
If you’re a pet brand with an unconventional product on offer, or don’t know the best path to nurture trust and loyalty in your pet parent audience, then this is an essential listen for you. In this episode, founder and owner of Shy Tiger, and Melbourne veterinarian and dog owner, Dr Nicole Rous shares her experience of building a respected, popular and recognised pet brand. Nicole offers an invaluable sight into the importance of connecting with pet parents through educating and empowe...
If you’ve just started out building your pet biz, chances are you haven’t fully considered your exit strategy or the idea that one day you may want to sell off your business. In this episode, growth coach and experienced ecommerce pet biz owner Adam McDonald talks about the importance of developing an exit strategy for your pet brand - and the potential pitfalls to avoid along the way. The golden lesson from this episode is that it’s vital that you prepare for sale well in advance, as you nev...
Did you know that email marketing is actually an incredible tool to build your pet biz? We’re huge believers that meaningful email marketing is essential for powerfully connecting with the modern pet parent. Which is why in this episode, co-founders of Pet Biz Creatives Tarryn and Erin sit down to discuss exactly how to create a purposeful, effective and streamlined email marketing strategy that will help to grow your pet biz and generate more revenue. We discuss how investing your time...
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