A Georgia pet resort handling 45–55 dogs in a normal week, already selling gelato as an add-on with freezer space free, and a small-batch maker of frozen dog ice cream and treats.
01
We wrote to kennels and to pet food makers at the same time. The supplier replied “yes, please do”, asked only whether she had the batch inventory to take another account and how we were paid, and we answered both directly with the fee.
02
The pet resort asked for frozen treats: it already sold gelato, had freezer space, and said small extras moved well. We had not predicted that. They told us.
03
The brief went to the supplier with the resort’s name withheld, the $4,000 fee and the invoice. When it was paid, the introduction went out with the context both sides needed: dogs a week, about 12 cubic feet of freezer space, the product and the volume. The resort paid nothing.
The buyer was already a buyer. A kennel feeds dogs every day, so a supplier that wins one has monthly revenue. We did not need to know the pet industry: both sides told us what fit.