Pawvlov's first customers are storm-belt dog owners (FL, TX, Southeast) whose noise-phobic dogs have already failed with ThunderShirt, trazodone, or Furbo and who can't access or afford the $2,100 DACVB protocol — HHI $60K+, active premium-pet-wellness subscribers. The concierge offer is a 5-home DACVB-supervised beta cohort at $50 refundable deposit, placing hand-assembled prototypes and running the systematic-desensitization protocol over a full storm season before production units exist. Three channels run in parallel: direct outbound via Reddit subreddits + cold email to all 90 US DACVBs, partner via DACVB referral kits + Dogster/The Wildest newsletter sponsorships, and inbound via SEO on 'systematic desensitization dog thunder' + TikTok UGC. The concept is proved when ≥3 of 5 beta homes show measurable calm-classification improvement at week 6 and ≥40 waitlist signups/week sustain through day 30.
1. Positioning
Current: 'Another connected pet camera that flings treats.' Recommended: 'The only countertop device that runs the systematic-desensitization protocol veterinary behaviorists prescribe for noise anxiety — autonomously, while you sleep, for $249 instead of $2,100.' Every sales touchpoint opens on the protocol gap — therapy uncontested — not device features.
2. ICP
HHI $60K+, storm-belt US (FL/TX/Southeast) or urban fireworks-dense metro, single dog 10+ lbs with documented noise anxiety, active premium pet spender (pet insurance, BarkBox, Chewy autoship). Has already tried ThunderShirt, trazodone, or Furbo. Exclusions: dogs <10 lbs, buyers comfortable with sedatives, multi-dog kennels, non-US, no companies over 5 dogs.
3. Buyer persona
'Storm Season Sarah' — 36-yo marketing manager in Tampa or Austin, pays $89/month for pet insurance on a 4-yo Lab mix. Tried ThunderShirt (helped once, then he learned to hate it), got a Furbo (made it worse — the click panicked him), considered trazodone (didn't fill it). Feels guilty every storm. Posts in r/reactivedogs. Responds to 'calm dog during storm,' not tech specs. Opens email at 6 a.m. on her phone.
4. Trigger events
First major storm of the season (Googles 'dog thunder anxiety' within 24 hrs); July 4th/NYE fireworks 48-hour post-holiday window; vet visit where trazodone was mentioned; r/dogs Furbo-makes-it-worse thread surfaces; Chewy/BarkBox order confirmation; pet insurance anxiety-related claim; DACVB or GP vet recommendation; storm-season local TV news coverage.
5. Lead sources
Reddit (r/dogs, r/reactivedogs, r/Anxietydogs) — monitor and comment + Reddit Ads; DACVB referral network (90 US DACVBs, free review unit + $10/referral); Dogster + The Wildest newsletter sponsorships timed pre-July 4th; Google paid + organic SEO on 'dog thunder anxiety'; TikTok/Instagram pet micro-influencers (FL/TX, 20K–150K followers); pet insurance co-marketing Phase 2+; vet-tech social groups.
6. First 100 lead list strategy
50 leads from 90-day Reddit scrape (r/reactivedogs, r/dogs, r/Anxietydogs) filtered to active anxiety descriptions — DM each with a 3-sentence personalized note. 30 leads from ACVB DACVB directory, storm-belt states first. 20 leads from Dogster/The Wildest newsletter beta-cohort click lists, enriched with Clearbit/Apollo for HHI proxy + state filter. All 100 tagged: source, state, dog-size-estimate, trigger event, channel.
7. Cold call script
Opens by referencing the owner's Reddit post or DACVB referral — names the specific context. Explains Pawvlov runs the DACVB systematic-desensitization protocol autonomously, no loud click, treats only on calm-state classification. Asks for 10-15 minutes to understand what they've tried and walk through the protocol — not a sale. Closes with a specific day/time ask.
8. Cold email script
Subject: 'Why Mango might hate the Furbo click (it's not Mango's fault).' Opens with the 75 dB auger-click problem. Explains Pawvlov's mic array + camera + sub-40 dB recessed-tray approach. Mentions 5-home storm-belt beta cohort. Single CTA: 15 minutes this week. 3-4 sentences, no pitch.
9. LinkedIn / trade forum script
Native-voice post in r/reactivedogs or vet-tech Facebook groups. Explains why Furbo's auger click is iatrogenic for noise-anxious dogs (engagement tool, not therapy). Names DACVB supply scarcity (~90 DACVBs, 6-12 week waits). Describes Pawvlov protocol in 3 sentences. Invites storm-belt FL/TX/SE households to apply for 5-home beta. Ends with a direct question.
10. Partnership outreach script
Email to DACVBs: opens by referencing their desensitization work, explains Pawvlov's protocol alignment, names the SAB advisory board opportunity, proposes patient referral pathway (1-page handout + discount code + $10/referral credit). Asks for 20 minutes to review the protocol brief. No hard sell.
11. Discovery questions
12 open-ended questions: what a bad storm night looks like; what they've tried and what happened; how long it's been going on and whether it's worsening; DACVB experience; what calm would change day-to-day; privacy/camera concerns; pricing reaction at $249 + $10/mo vs prior spend; design-partner commitment (weekly calls for 6 weeks); 30/60-day success definition; decision-maker; home/dog setup constraints.
12. Objection handling
7 objections: 'I have a Furbo' (engagement vs therapy, 75 dB iatrogenic click); 'Too expensive' ($249 vs $44 ThunderShirt vs $2,100 DACVB, 30-day money-back); 'Not my decision' (send protocol brief for both partners); 'Send info' (whitepaper + beta slot scarcity); 'One small dog' (S SKU, single-dog = cleaner protocol signal); 'Camera in home' (on-device only, no raw video to cloud); 'Treats during fear' (firmware refuses during anxiety classification, 95% calm precision).
13. Offer test (concierge MVP)
Storm-Belt Behavioral Observation Cohort: 5 households, $50 refundable deposit converts to $50 launch credit. Delivers: 30-min DACVB intake call, hand-assembled prototype white-glove placement, weekly 15-min check-ins for 6 weeks with DACVB session-log review, written calm-classification improvement report at week 6. Tests the Phase 3 go-signal gate before $105K tooling commit.
A/B/C on hero: (A) 'Apply for the storm-belt beta cohort' — selective/scarcity, tests clinical seriousness; (B) 'Get the free protocol whitepaper' — educational capture for research-phase buyers, 3-5x higher volume; (C) 'Reserve your beta slot — $50 deposit, fully refundable' — money-on-table filter, lowest volume, highest conviction. Measure: intake-call conversion at 14 days, not click rate.
16. Design partner criteria
Dog with 2+ documented noise-anxiety episodes in 12 months; has tried a prior intervention; storm-belt geography preferred; commits to weekly 15-min check-ins for 6 weeks; grants anonymized case-study rights for investor materials; pays $50 refundable deposit; single dog preferred; no exclusivity; not on non-pausable sedative anxiolytics; sunset at 6 weeks or storm-season end.
17. First customer conversion process
12 CRM stages: Raw Lead → Qualifying Message → 15-min Discovery Call (score ≥7/12 to advance) → Protocol Brief Sent → Beta Cohort Invitation → $50 Deposit Received → DACVB Intake Call → Device Placement → Week 1–3 Check-ins → Week 6 Progress Report → Production Pre-order → Customer Active (Stripe subscription billing activated at Phase 4 fulfillment).
18. 30 / 60 / 90 day goals + kill criteria
Day 1–30: ≥750 waitlist OR 30% interview-to-pilot conversion; ≥40 signups/week by day 14; ≥2 DACVB LOIs by day 30. Day 31–60: 5 beta slots filled, Phase 2 hardware kickoff. Day 61–90: all 5 homes with session logs, PCB rev 1 schematic complete. Kill: <40/week signups day 30 AND <5% DACVB reply; zero DACVB LOIs by day 45; calm-state precision <95% no fallback; <3/5 beta homes improving at week 6; CAC >$80 at day-90 paid test; mold partner cannot commit <14 weeks.