Our client was at the ideation stage of her next big venture in the pet food industry. She was looking to start a unique meal subscription service for pets that offered healthy and organic food for our loved ones. The idea was simple. She wanted to give pet owners the ability to design a custom meal plan for their pets based on their dietary preferences and likes/dislikes. And although she had previously had a successful exit with her prior startup, this industry was a new field for her and she needed expert help on deciphering the feasibility of her idea, further refining the value proposition and finalising her pricing strategy.