We were lucky to catch up with Niibeis Elliot recently and have shared our conversation below.

Niibeis, thanks for joining us, excited to have you contributing your stories and insights. Coming up with the idea is so exciting, but then comes the hard part – executing. Too often the media ignores the execution part and goes from idea to success, skipping over the nitty, gritty details of executing in the early days. We think that’s a disservice both to the entrepreneurs who built something amazing as well as the public who isn’t getting a realistic picture of what it takes to succeed. So, we’d really appreciate if you could open up about your execution story – how did you go from idea to execution?

The Journey of Pet Madness Inc.: From Idea to Execution

Pet Madness Inc. was born from a deeply personal mission: leveraging advanced technology to save millions of pets and enhance their quality of life. Some of our ideas stem from personal experiences, like the heartbreaking loss of a beloved dog to undetected seizures. This inspired us to create technology that could monitor pets’ health, preventing such tragedies. Another pivotal moment occurred when trying to assist a lost dog—despite getting close, we couldn’t read the name on its tag. This inspired our visual phone name tag, allowing anyone within 50 yards to safely access pet information, a revolutionary feature aiding first responders and rescuers.

With over 40 years of experience in the pet industry and origins rooted in one of the oldest family-owned pet stores in the country, Pet Madness has transformed into a pioneer in cutting-edge technology for pet care. Leveraging Nvidia hardware systems, advanced AI, and innovative manufacturing, we address life-threatening pet risks through research and strategic partnerships.

Our app offers an all-in-one solution for pet owners, seamlessly connecting them to veterinarians, groomers, boarding facilities, retail locations, and more. Powered by our custom CRM SaaS platform and industry collaborations, Pet Madness truly delivers a one-stop solution.

By combining state-of-the-art software and hardware, we provide a comprehensive system for pet safety, health, and—most importantly—fun, ensuring a better experience for both pets and their owners.

Every year, 1.2 million pets are hit by vehicles, 500,000 perish in fires, and more than 100,000 drown or fall off boats. Our smart collar is designed to address these tragedies with features like advanced GPS tracking, seizure detection, fire modules that notify owners and first responders, and drowning detection systems. Additionally, the collar can connect to vehicles, sending signals to prevent pets from being hit. Our world-first charging leash ensures collars stay powered, allowing devices to charge during walks for added safety and convenience.

For hunters and hikers, our collar offers the ability to connect to a drone or camera, capturing pets’ adventures live, enabling better training, and creating cherished, relivable memories.

Our team includes K-9 trainers specializing in military and service dogs, as well as consultants and vets with expertise in pet care. Their insights have shaped solutions for pet stores, boarding facilities, and professional care providers, creating a vast network serving diverse pet care needs.

We are in the final stages of testing and preparing for manufacturing, with an initial rollout on Amazon and 70 store test run that will expand to 2,400 stores, including major retailers like Amazon, Walmart, and Google Shopping. Our products will soon include designer collaborations, combining functionality and style.

At Pet Madness Inc., we address core challenges in the smart collar market:

Battery Life: Devices often fail quickly. Our charging leash solves this and add on battery units, keeping devices powered during daily use.

Style: Combining innovative tech with LED or designer options, our collars offer unmatched functionality and aesthetic appeal.

Functionality: Advanced features like customizable training tools and seamless integrations ensure comprehensive solutions for pets and owners.

Comfort and Sustainability: With input from veterinarians and university researchers, our collars are crafted for comfort and made from recycled materials, using water bottles to support environmental health.
Pet Madness is poised to revolutionize the pet industry, saving lives, extending the capabilities of pet technology, and creating peace of mind for pet owners worldwide. We’re excited to lead the charge toward a smarter, safer future for pets and their families.

If you would like to support us, please subscribe or join our various social channels. You can also financially support us at https://startengine.com/pet-madness as a non-accredited or accredited investor, or contact us directly at www.petmadness.com for accredited investors.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

Discover the Future of Pet Care with Pet Madness Inc.

At Pet Madness Inc., we’re not just creating products—we’re revolutionizing the pet care industry. With over 37 years of experience as a family-owned business, we’ve grown from a traditional pet company into a high-tech leader in pet manufacturing and AI innovation. Our journey began with a simple goal: to enhance the lives of pets and their owners. Today, we are proud to offer an all-in-one ecosystem that seamlessly integrates hardware, software, and AI to meet the evolving needs of modern pet families.

Our flagship products include the Matrix Brain, a smart collar featuring GPS, satellite connectivity, health monitoring, and a virtual name tag that provides contact details without physical interaction. Coupled with the world’s first charging leash, which powers smart devices during walks, we’ve created a revolutionary way for pet owners to care for their furry companions. These products are more than innovative—they’re transformative, offering convenience, safety, and peace of mind.

But Pet Madness doesn’t stop at hardware. Our proprietary app and CRM software connects pet owners to a comprehensive ecosystem of services, including veterinarians, groomers, boarding facilities, pet insurance, telehealth, pharmacies, pet parks, and even pet-friendly Airbnb rentals. Our AI-powered system can detect potential health concerns through movement analysis and images, sending timely alerts to pet owners. Additionally, our platform generates revenue, allowing both us and our partners to benefit from.

What Sets Us Apart?
What truly makes Pet Madness unique is our unparalleled team and strategic approach to market readiness. I have assembled a team of highly experienced professionals in every aspect of business, engineering, and development. As we built our technology, we worked in reverse, securing distribution deals for thousands of stores and forming key partnerships before finalizing our products. This proactive strategy ensures that we are fully prepared for a rapid market launch and allows us to scale as quickly as resources and investments allow, capturing market share faster than our competitors.

We understand that technology moves fast, and so do we. To stay ahead, we’ve introduced a groundbreaking initiative: the Creative Idea Collective Program. Under this program, we offer a $1 million equity opportunity to developers and engineers who submit new, innovative ideas. Each year, we select one idea, and if it becomes part of our next product launch, the creator or team will receive $1 million in equity. This ensures that Pet Madness stays on the cutting edge, delivering the most innovative solutions for pet owners and embracing free thinking to redefine what’s possible in pet care.

What We’re Most Proud Of
We’re most proud of our ability to solve real-world problems for pet owners. From reducing the annual loss of 10 million pets through GPS tracking to detecting health issues like seizures and hip dysplasia before they become severe, our products make a tangible difference in the lives of pets and their families.

Beyond our innovative products, we are deeply committed to giving back to the community. Pet Madness Inc. donates leashes and toys to adoption facilities, ensuring that new pet owners have the essentials to start their journey with their furry companions. Additionally, we allocate funds to universities for research and development programs focused on critical areas such as prosthetics and seizure research. These efforts not only support groundbreaking advancements in pet care but also reinforce our mission to improve the lives of pets everywhere.

Our distribution partnerships and commitment to innovation mean we’re not just keeping pace with technology—we’re setting the standard while making a meaningful impact on the pet community.

How You Can Help Us Grow
We invite you to join the Pet Madness journey. Whether you’re a pet owner, a potential investor, or a fan of innovation, there are many ways to support us. Visit https://Startengine.com/pet-madness to learn about investment opportunities or follow us on social media for the latest updates.

For more information or to explore our products, visit www.petmadness.com. Together, we can create a safer, healthier, and more joyful world for pets and their owners.
If you would like to support us, please subscribe or join our various social channels. You can also financially support us at https://startengine.com/pet-madness as a non-accredited or accredited investor, or contact us directly at www.petmadness.com for accredited investors.

Okay – so how did you figure out the manufacturing part? Did you have prior experience?

we manufacture our products, but it has been a journey filled with valuable lessons and growth. Our manufacturing story began seven years ago when we decided to produce a simple leash overseas. Initially, our sales on Amazon were strong, but we quickly encountered design flaws and manufacturing issues that we hadn’t anticipated. That first order cost us $30,000—a hard but incredibly valuable lesson. The saying “you learn the most when you fail” turned out to be completely true for us.

Lessons Learned from Early Challenges
Our initial challenges taught us about the intricacies of design, the pitfalls of manufacturing overseas, and the complexities of logistics and shipping. We realized that inexperience in product design and vendor selection could result in costly mistakes. These lessons paved the way for a more strategic approach as we moved forward.

Partnering with Experts
This time around, as we ventured into manufacturing high-tech pet products, we enlisted the expertise of MTG Consulting, a firm with extensive experience in product design and development for large companies. By investing in professional guidance, we not only avoided costly mistakes but also saved millions of dollars in the long run.

MTG Consulting helped us assemble a comprehensive team for every stage of the process—design, engineering, testing, and preparation for manufacturing. They provided critical cost breakdowns and ensured every step was executed with precision.

Key Insights from Manufacturing High-Tech Products
Component Availability:
One of the most significant lessons we learned is that the availability of components can make or break your manufacturing timeline. For example, choosing the wrong processor or Bluetooth module can disrupt production if those components are unavailable in high quantities. Our engineers prioritized components that were readily available in large numbers or ensured viable alternatives were identified. This proactive approach prevented delays in production.

Firmware and App Development:
Another crucial insight was understanding the need for firmware and app development to work seamlessly with the hardware. Early in our process, we learned the importance of ensuring the firmware engineering and app development teams were aligned from the beginning. Without this coordination, months can be lost waiting for integration between the firmware and the app. By planning ahead, we saved significant time and ensured a smoother path to our final product.

The Value of Testing:
Rigorous testing at every stage was another invaluable lesson. From prototyping to pre-production testing, we ensured that every design element was validated before moving to large-scale manufacturing. This process helped us catch issues early, saving both time and resources.

Looking Ahead
Today, Pet Madness manufactures high-tech pet products that integrate advanced software, hardware, and AI solutions. Our journey from a single leash to a full ecosystem of pet care products has been shaped by every lesson we’ve learned along the way. We’ve grown from a small team with big dreams into a company that understands the nuances of design, manufacturing, and logistics.

Our advice to anyone starting their manufacturing journey? Don’t hesitate to seek expert help. Whether it’s consulting with professionals, ensuring component availability, or aligning software and hardware teams, thoughtful planning can save you months—if not years—of costly setbacks. At Pet Madness, our focus is now on innovation, reliability, and delivering products that improve the lives of pets and their owners.

If you have multiple revenue streams in your business, would you mind opening up about what those streams are and how they fit together?

Yes, Pet Madness has developed multiple supplementary revenue streams as part of our innovative business model. Our executive team, drawing from extensive experience and strategic partnerships, has created an all-in-one solution for pet owners that positions us to generate significant future revenue through shared partnerships and collaborative efforts.

Revenue Sharing and Strategic Partnerships
By adopting a revenue-sharing model and collaborating with other businesses, we are set to:

Leverage Shared Clients and Marketing Dollars: Partnerships allow us to share customer bases and pool marketing resources, positioning us for rapid growth and increased visibility. This strategy is expected to drive millions in additional revenue from opportunities our core products might not reach otherwise.
Expand Our Ecosystem: Pet Madness has partnered with veterinarians, boarding facilities, groomers, pet DNA services, pet insurance providers, and more. Instead of attempting to replicate these services, we integrate them into our ecosystem, creating a seamless and convenient experience for pet owners.
How It Will Work
When a customer purchases a collar, leash, or other high-tech product from us—often as they adopt or purchase a new pet—we aim to be their first point of contact. Through our app, they will gain access to a curated network of service providers in their area, complete with reviews and recommendations. This includes veterinarians, groomers, daycare centers, and other essential services.

Benefits for Customers and Partners
For Customers: We will offer unparalleled convenience and world-class service recommendations, giving pet owners a single platform to meet all their pet care needs.
For Partners: By connecting them with our app’s users, service providers will gain access to thousands of potential clients they might not have reached otherwise.
The Pet Madness Advantage
This approach is expected to generate significant future revenue for Pet Madness through commissions and partnerships while creating a comprehensive ecosystem that keeps customers engaged with our brand.

By creating this multi-stream revenue model, Pet Madness is positioning itself as a leader in the pet care industry, with a scalable, innovative platform that promises mutual growth with our partners and provides us the opportunity to achieve millions in revenue in the near future.

Contact Info:

• Website: https://petmadness.com
• Instagram: https://www.instagram.com/shoppetmadness/
• Facebook: https://www.facebook.com/madnesspet/
• Linkedin: https://www.linkedin.com/in/alexa-elliot-01842a328/
• Twitter: https://x.com/PetMadnessInc
• Youtube: https://www.youtube.com/@PetMadnessInc

Image Credits

none all ours. Alexa Elliot, Ryan Lommel, Matty our adopted Dog