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Latest biz war in the market - Rover vs Wag - both targeting the same consumer at the same price point in the same market, with the ~same funding
; and one rumored to be looking for a buyer (Wag). Who will win the 
fight? Thoughts in the thread below
1/n
; and one rumored to be looking for a buyer (Wag). Who will win the fight? Thoughts in the thread below 1/n
Price point of ~$20-50/walk (in the SF market) puts both at targeting the upper middle income millennials/young boomers (millennials are the largest pet owning age group in the US) 
need to dissect the decision making psyche of this consumer
2/n
need to dissect the decision making psyche of this consumer 2/n
Most pet owners treat the pet akin to a child 1st concern is safety. Given the rushed lives of this segment, 2nd is convenience. With high income comes âconsumer entitlementâ 3rd is customization. Finally, for a repeat use case, everyone cares about
3/n
1st concern is safety. Given the rushed lives of this segment, 2nd is convenience. With high income comes âconsumer entitlementâ 3rd is customization. Finally, for a repeat use case, everyone cares about3/n
(1) Pet safety - Both (offer to) send pictures of the walk to the owners; But Wag is ridden with PR scandals/mishaps - both pet care accidents and data breaches - Rover seems to have a comparatively cleaner chit
4/n
4/n
(2) Convenience - ease of booking +coordinating; Wag has âASAPâ dog walking services (Rover doesnât) caters to millennialsâ habits of last minute plans/hectic work lives; Rover needs the owner to be home for coordination (Wag doesnât) -seriously limits the demand side
5/n
caters to millennialsâ habits of last minute plans/hectic work lives; Rover needs the owner to be home for coordination (Wag doesnât) -seriously limits the demand side 5/n
(3) Customized care/personalization - Rover âhumanizesâ the walkers + lets you choose the Walker + encourages repeat bookings with the same walker allows for trust building increases demand funnel + incentivizes supply side
6/n
allows for trust building increases demand funnel + incentivizes supply side6/n
(4) Price flexibility - even this segment likes some price flexibility + wider price range allows for a wider consumer funnel; Roverâs prices are set by the walkers (Wag has auto-pricing like Uber) Rover does better on having a bigger $ range
7/n
Rover does better on having a bigger $ range 7/n
Supply side - Roverâs set-your-own-price allows for a bigger funnel of walkers instead of de-incentivizing those that want more $; It also makes walkers feel more-human-less-robot; Repeat biz model allows walkers to plan their income source overall, is more walker friendly
8/n
overall, is more walker friendly8/n
Comes down to a convenience vs quality game - while most lovers of âfurry babiesâ will likely pick quality (price being comparable) - ones who canât be home/canât plan ahead will succumb to Wag
Still, I lean towards Rover 
9/n
Still, I lean towards Rover 9/n
Potential game-changing moves for Rover (aside from buying Wag of course)? 1) Build a cleaner UI (Wagâs looks more millennial friendly) 2) Add the ASAP walk feature while maintaining the choose-your-walker philosophy 3) Enable pick ups when owners arenât home
10/10
10/10
