Vetfini

DupliVet

Catnip-filled clones of your cat's vet.

DupliVet helps extend the Doctor <-> Pet Owner relationship well beyond the exam room. People can't help but laugh when they see their cats bunny-kicking little clones of their veterinarian, which creates a unique emotional connection. And more repeat visits.

The backstory: Many well-intentioned Pet Owners go years between visits to the vet – because they "forget" to come in. Vets try to address this with a mixture of client-education and outreach – essentially trying to guilt their way out of the problem. But they have mixed-results.

  • DupliVet changes that dynamic by associating the vet with something fun, and being ever-present in the household at playtime.

📈 The opportunity, by the numbers:

  • 85% of consumers make a purchase after receiving a promotional product
  • And 60% of consumers keep promotional items for at least 2 years
  • Given how often they're seen during those 2 years, promotional items have a $0.004 cost per impression (making them one of the most cost-effective forms of marketing)
  • Cat-owners spend ~$45 per year on toys
    • Although many veterinarians sell toys, most are the exact same options available at big-box pet stores

My Role: I developed the concept, and was responsible for everything from design, prototyping, testing, to developing an international supply-chain.

  • Consumer research
  • R&D and material testing
  • Sewing all the prototypes
  • Design of the artwork used on the toy
  • Development of repeatable process
  • Coordination with international supply chain
  • Launch marketing

Meet DupliVet

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    Unique Designs

    Designed to look just like the doctors.

    In order to deepen the emotional connection between the client and their veterinarian, the toys are designed to look just like the doctors. That way, when clients laugh as their cat plays with the toy, they'll associate those warm and fuzzy feelings with the veterinary practice.
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    Materials

    Made with quality materials.

    The toys have a durable canvas shell, and are filled with premium materials designed to encourage play. Of course there's catnip, but also the same type of plush filling as a teddy bear mixed with a material that makes a subtle "crinkle" noise that cats love.
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    Customer Photos

    Cats & cat-people love them.

    Let's face it, these things are silly. So people love sharing pictures of them with their friends, which creates another unique way of promoting the practice in local markets.
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    360 Degree View

    Take one for a spin

    (Drag back and forth to spin the toy)

    The Process

    Over the course of this project I learned how to sew, worked with overseas manufacturers, and did all the design work myself. Here's a little peak behind the scenes.

    Designed from scratch

    In order to pitch the idea to an early client, I created a variety of sketches and illustrations to bring the idea to life. Then worked on translating those into digital templates so the whole process could be easily repeatable.

    Initial Sketches

    Vector Artwork

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    Hand crafted the first prototypes

    It is surprisingly difficult to translate a two-dimensional sketch into a three-dimensional cat toy. So, it took a number of iterations to get everything just right. Along the way, I also tested a variety of materials to find those that struck the right balance between durability and cat-friendliness.

    Sewing

    Materials Testing

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    (That's me... sewing. It's weird, I know)

    Developed a repeatable process

    Working with domestic suppliers & overseas manufacturers, I created a supply chain that could be easily repeated as new orders come in. I also created templates for the intricate patterns needed to print on the fabric.

    International Supply Chain

    Pattern Making

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    (The first batch of toys)

    Launched at a cat-doctor conference

    To get the word out to the right audience, I put together a launch plan that took us to a prominent veterinary conference. Our booth was often so crowded we couldn't talk to everyone, and a few people even tried to steal the prototypes we had with us.

    Booth Design

    Presentations

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    (My wife and I, along with our first client)