pet supply business

How a Veterinarian Built a $10M Pet Supply Business in 4 Years

January 20th, 2025

Founded By

Elliott Garber

Monthly Revenue

$833K

Founders

Profitable

Yes

Year Started

2021

Customer

B2B

Founded By
Elliott Garber: Monthly Revenue
$833K

Founders
1: Profitable
Yes

Year Started
2021: Customer
B2B

Who is Elliott Garber?

Elliott Garber is a veterinarian and former Army officer who graduated from Tufts University with degrees in veterinary medicine, public health, and biomedical sciences. He has served with the Navy SEALs and has leveraged his expertise to build and sell successful e-commerce and software businesses.

Elliott Garber

What problem does pet supply business solve?

Elliott Garber's pet supply business solves the problem of finding reliable, high-quality pet products by leveraging his veterinary expertise to offer customers trusted options that cater to their pets' health and happiness in a convenient way. This addresses a common frustration among pet owners who struggle with choosing the right products amid overwhelming choices, making it a successful business by simplifying the decision process with professional assurance.

Elliot Treating an Elephant

How did Elliott come up with the idea for pet supply business?

When Elliott Garber decided to start his pet supply business, his background and experiences played a crucial role. As a veterinarian, he was immersed in the animal world, and because of his military service, he was used to spotting opportunities and adapting quickly. During this time, he learned about Amazon FBA and saw an opportunity to leverage his veterinary expertise and connections to source pet products.

Before jumping in, Elliott spent time understanding the landscape, reading what others were doing, and engaging with online communities to identify gaps in the market. He started small, purchasing and listing products to test demand. Encouraged by initial results, he scaled up, constantly refining his offerings and approach based on feedback and market dynamics.

Though he faced challenges, like handling logistics and managing risks, Elliott's willingness to adapt and his passion for animals helped him overcome these hurdles. His journey teaches aspiring founders about the significance of starting with what you know, staying open to learnings, and having the courage to pivot when necessary.

How did Elliott Garber build the initial version of pet supply business?

Elliott Garber's journey in building his pet supply business was deeply rooted in leveraging his veterinary expertise and understanding of the evolving e-commerce landscape. He first ventured into Amazon FBA during the initial boom, recognizing the opportunity to capitalize on his professional background by sourcing products from pet supply distributors. His approach involved gradual scale-up, starting with a few cases of products, refining his processes, and then expanding to handling a significant volume of sales over Amazon. Throughout this journey, Elliott utilized tools and platforms like Amazon itself to validate demand and learn the ropes of e-commerce.

The first version of the product and business was primarily about reselling established products, which allowed him to test the waters without the added complexity of developing a proprietary product. Over the span of about three years, Elliott managed to grow his sales to over $10 million annually, demonstrating significant revenue but facing the inherent challenges of thin margins and managing physical goods. He highlighted the importance of building strong relationships with distributors, especially during a time when many manufacturers were not fully aware of their distribution landscapes. This build phase demanded considerable risk tolerance, credit leverage, and a keen eye for market demand—a combination of factors that allowed him to navigate the inherent difficulties and capitalize on market opportunities efficiently.

What was the growth strategy for pet supply business and how did they scale?

Amazon FBA

Elliott Garber utilized Amazon's Fulfillment by Amazon (FBA) program to sell pet supplies. He initially started small by purchasing a case of products and listing it on Amazon, gradually scaling up to more inventory and eventually establishing a comprehensive e-commerce business generating over $10 million in annual revenue.

Why it worked: The Amazon FBA platform provided a ready-made infrastructure that allowed Elliott to focus on sourcing products and building supplier relationships. By leveraging Amazon's large customer base and logistics network, he could scale his business efficiently and focus on sales growth without the overhead of managing a full retail operation.

Networking and Partnerships

Elliott leveraged networking and personal connections to grow his business. For example, after deciding to sell his e-commerce business, it was through a friend of a friend that he connected with a potential buyer who was a successful founder in the pet industry.

Why it worked: Building and nurturing personal relationships can open doors to new opportunities that might not otherwise be accessible. Elliott's willingness to reach out and engage with other professionals within and beyond his industry helped him find a strategic buyer for his business, facilitating growth and eventual acquisition.

Addressing a Specific Niche

The business targeted specific products within the pet industry that were not being effectively marketed. By identifying items with high demand and low visibility, Elliott could carve out a niche market for his private label products alongside resell items.

Why it worked: Identifying and targeting niche products allowed Elliott to minimize competition and offer unique value to customers. This strategic focus on underrepresented products in the pet supply space enabled him to attract a loyal customer base and sustain high levels of sales within Amazon's vast marketplace.

What's the pricing strategy for pet supply business?

Elliott Garber's pet supply business employs a direct-to-consumer model, utilizing competitive pricing strategies on platforms like Amazon FBA, optimizing for volume sales in a niche market.

What were the biggest lessons learned from building pet supply business?

Risk and Adaptation: Elliott embraced risk, from military to entrepreneurship, which taught him resilience. His story shows that adapting and pivoting, such as shifting from e-commerce to software, is essential in business.
Build on Passion: Elliott's success in the pet supply business was driven by his passion for animals, not just his expertise. Aspiring founders should align their ventures with personal interests to boost motivation and commitment.
Network and Leverage Connections: Throughout his career, Elliott benefited from leveraging his network for new opportunities and business growth. Building relationships can significantly impact entrepreneurial success and should not be overlooked.
Focus on Solving Real Problems: Elliott identified a niche problem in veterinary e-prescriptions and provided a solution, leading to his role at Instinct Science. Entrepreneurs should focus on solving genuine, concrete problems in their industry.
Balance Risk with Stability: By staying in the Army Reserve, Elliott maintained a safety net while pursuing entrepreneurial ventures. Founders can benefit from having a stable foundation to fall back on as they explore business opportunities.

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