Interested in starting your own entrepreneurial journey in pet care but unsure what to expect? Then read up on our interview with Terri Rockovich, Co-Founder & CEO of Jinx, located in Los Angeles, CA, USA.
What's your business, and who are your customers?
Jinx is a better-for-them dog nutrition company founded by dog lovers that offer complete nutrition through cleaner labels. Their range of consumables starts with a variety of base diets formulated to be more proportionally appropriate for modern dogs by offering premium proteins as the #1 ingredient, an abundance of superfoods, and a patented probiotic to assist with gut health. The nutrition offering extends into functional treats that are slow-smoked or covered in bone broth and a clean-label dental chew that promotes clean teeth and better breath.
Tell us about yourself
I am a total startup junkie, spending the bulk of my career in entrepreneurial environments at fast-scaling companies. Over the past 15 years, I've accumulated advanced experience driving the vision, strategy, and execution of multi-dimensional growth programs. As serendipity would have it, I had the opportunity to start my own business in a space that's always been a personal passion point: PETS. Our desire is to build a brand that we wish existed and is geared toward the savvy, wellness-oriented millennial dog parent. A brand that is specialty-crafted but offered in the mass retail environment and wins share by providing a clean-label recipe that tastes better.
What's your biggest accomplishment as a business owner?
Our biggest accomplishment has been growing a brand in the pet category through an atypical distribution strategy (launching with direct-to-consumer, proving product x market fit, and then pivoting to mass retail) and hitting nationwide distribution by our third year in business. Personally, my biggest value added to the business has been raising over $30M in funding to power the brand through its first 2 growth chapters.
What's one of the hardest things that comes with being a business owner?
Balance. It's always a challenge to figure out the right moment to push, pull, rest, and power ahead. Burning out is common in startups, especially for founders, so walking the delicate line of keeping the energy high but our batteries charged is always top of mind.
What are the top tips you'd give to anyone looking to start, run and grow a business today?
- First, choose courage over comfort, and the universe will reward you.
- Second, do what you love, and success is more likely.
- Finally, don't be scared of failing - winning is winning, but losing is learning.
Where can people find you and your business?
Website: https://www.thinkjinx.com/
Facebook: https://www.facebook.com/rockovich/
Instagram: https://www.instagram.com/terrirockovich/
LinkedIn: https://www.linkedin.com/in/terrirockovich/
If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.
Turn your craft into recurring revenue with Subkit. Start your subscription offering in minutes and supercharge it with growth levers. Get early access here.