For Investors
Market Research
Total addressable market, the slice we can realistically serve, and the cited findings that shape our go-to-market assumptions.
Market Sizing
TAM
$2.1B (US pet anxiety treatment market: professional services, prescription anxiolytics, consumer devices)
Sourced SAM
$630M (36M noise-anxiety dogs filtered to storm-belt + firework-exposed urban regions + $60K+ HHI premium-pet-wellness buyers)
Modeled SOM
$3.7M Year-2 steady-state ARR (10K units/year at $249 avg + 10K active $120/year subscriptions); $17M at maturity (50K units + 40K subs)
Modeled Segments inside SAM
- Storm-belt urban + suburban dog owners (~12M US households: FL, TX, Southeast) - frequent trigger events shorten time-to-measurable-improvement — Storm-belt urban + suburban dog owners (~12M US households: FL, TX, Southeast) - frequent trigger events shorten time-to-measurable-improvement Assumption
- Apartment dog owners exposed to fireworks (~8M US households) - July 4th + New Year's are concentrated trigger events with high acute willingness-to-pay — Apartment dog owners exposed to fireworks (~8M US households) - July 4th + New Year's are concentrated trigger events with high acute willingness-to-pay Assumption
- Premium pet-wellness subscribers (~6M US households: BarkBox, Chewy autoship, pet insurance, premium kibble) - established $20-50/month pet-spend pattern — Premium pet-wellness subscribers (~6M US households: BarkBox, Chewy autoship, pet insurance, premium kibble) - established $20-50/month pet-spend pattern Assumption
Key Findings
- Roughly 1 in 3 US household dogs (~36M) suffer from noise phobia - thunderstorms, fireworks, construction SourcedSourced
- Professional veterinary behaviorist (DACVB) noise-anxiety protocol runs $1,000-$5,000 across 10-20 sessions; $2,100 average for a 10-session protocol SourcedSourced
- Systematic desensitization + counter-conditioning is the protocol producing lasting noise-anxiety reduction; medications and pressure wraps manage symptoms without behavioral learning SourcedSourced
- Furbo's mechanical auger + treat-fling click (~75 dB at 1 m) actively worsens anxiety in noise-phobic dogs; owners report dogs refusing to enter the room where the device lives CustomerCustomer
- Hardware BOM $26.05 @10K (component-by-component table in poc-director-brief.md); COGS $37.50 @10K with PCBA assembly + injection + packaging + 12-month warranty reserve; supports 85% hardware GM at the $249 M SKU ModeledModeled
- ~90 board-certified DACVBs exist in the US; 6-12-week waitlists in storm-belt metros - supply-side scarcity creates defensible white-space for an autonomous device SourcedSourced