Pampered pets get all the love

The Hustle

Thanks to you, we just passed a huge milestone. We crossed 700k opens this week, a new record. If you love what we do, help us get to 1m by sharing your ambassador link at the bottom of this email with a friend. Or just forward it to your favorite coworker. If someone forwarded you this email, join the party here. Everyone’s invited. Today:

  • The lifestyle economy comes for your pets
  • Google takes on your smartphone regrets
  • The future of Prada means more private jets
The Hustle Daily Email

A new vet subscription shows pets really are just like us — they’re suckers for good branding

A startup called Small Door, which describes itself as a “veterinary experience” that uses a “membership model,” opened its flagship location in New York this week.

It’s a bold bet that a lifestyle-branded subscription startup can replace traditional veterinary services. 

But it also wouldn’t be the first time a “pet tech” startup copied a human-focused startup.

It’s pet care, disrupted 

Unlike other vets, which typically operate on a pay-per-visit model, Small Door structures its services as a membership model.

Small Door’s model offers pet owners shorter wait times and higher quality care… and it offers coddled corgis the canine equivalent of an airport lounge while they wait for their flea treatment.

Basic memberships for dog owners are $12/month and premium memberships are $75/month (cat owners shell out $8/month and up to $74/month).

The business of pet pampering has been growing for awhile

In the past 3 decades, the business of pet pampering has exploded: The number of households with pets has increased by 11 percentage points since 1988. But SPENDING on pets has increased by nearly 450% since 1994. 

As you might imagine, that kind of growth got some tails wagging at venture capital firms — and, sure enough, investors pumped $519m in “pet tech” startups in just the first 7 months of 2018.

Some pet tech companies took aim at existing pet care rivals. Some examples:

  • Wag took on traditional dog walkers
  • Chewy challenged pet retail giants
  • The Farmer’s Dog and others took on kibble kingpins

But in other cases, pet startups invented new products that pet owners didn’t even know they needed — and many simply mimicked trendy products made for humans. A few cases in point:

  • Embark makes (doggie) DNA testing kits 
  • Fitbark makes fitness wearables (for dogs)
  • Bond Pets is developing lab-grown (pet) food
  • And HonestPaws — and others — created CBD oil (yep… for dogs)
Share on Facebook Share on LinkedIn Share on Twitter View in Browser
image of a cell phone in an envelope

Envelope, please: Google wants to kill your smartphone habit

If you drop your phone in the toilet and want to dry it out, sock that sucker in rice. If you want to cure your phone addiction so you don’t use it while sitting on the can, stuff it in an envelope.

That last bit of advice comes courtesy of Google, which just unveiled a low-tech balm for our smartphone-addled noggins: a printable paper sleeve

Google’s not the first outfit to take aim at your phone…

… but it may be one of the largest. A small army of self-help gurus and entrepreneurs wants to help you kick the habit. Instead of wasting time swiping, you could:

  • Read a book, for once in your life. “Break up with your phone” is an entire genre.
  • Try a detox package. A digital cleanse might pair well with one of those tiny cocktail kits.
  • Buy some pointless plastic. Meet the NoPhone and the NoPhone Air (yes, they actually exist).

Dumbphone tech isn’t all gimmicks

Schools, musicians, and comedians use Yondr’s lockable pouches to keep people off their phones.

But it turns out that going cold turkey can have unintended consequences. After some schools locked their students’ devices away, the kids came down with a major case of phone withdrawal.

Share on Facebook Share on LinkedIn Share on Twitter View in Browser

3 ways you can be productive in 5 minutes today:

  1. Do an inbox cleanse and delete spam while your coffee brews 
  2. Ask your Excel-savvy intern to finally teach you VLOOKUP
  3. Protect your people with Ladder life insurance

We know, we know — getting life insurance is supposed to be complicated and unpleasant, but it’s the 20’s, baybee, and we’ve left “complicated and unpleasant” behind. 

Now available nationwide, Ladder is changing *all* the rules. 

Ladder allows you to ditch the typically painful process and instead apply online in 5 minutes. You’ll receive an instant decision, and get immediate coverage that you can accept right away if eligible. No annoying paperwork, no weeks of waiting to hear back, no nothin’.  

It can all be done online in the same amount of time it takes to perfect your VLOOKUP skills — and it might be even more useful. 

5 Minute Coverage →
Love Island app graphic

An app turns the second screen into a cash machine

Wired UK noticed an eye-popping stat about the British company Monterosa, which makes companion apps for reality TV shows: Its second-screen app for Love Island, which just returned for a new season, has racked up £12m in sales.

That’d buy a lot of roses for Chris Harrison. 

Here’s how they did it:

  • The app appeals to the show’s fashion-conscious viewers, letting them buy the clothes they see on TV with a few taps (personalized water bottles and branded tank tops run about $20 a pop).
  • The show’s fashion partner says sales shot up 67% compared to last summer’s season.

If done right, companion apps could tap into a big market:

  • Nearly half of American adults say they “always” or “very often” watch TV and use another device at the same time, according to Nielsen.
  • Adults 18 to 34 are also spending a lot more time with smartphone apps.
» Cash in
Things you should…

WFH: FYC (From Your Couch), $199

If you work remote occasionally — and who doesn’t these days? — you owe yourself an upgrade. This lap desk from Hive will turn your couch into a functional office, complete with cupholders for the coffee you’ve been spilling. Sophisticated, elegant, and most of all, laaaaaazy.


LEARN: How to make smarter resolutions with Noom, Free report

If you’ve ever given up on a resolution by February, you’re not alone — over 80% of people fail at sticking to theirs. We want to help, which is why we worked with Noom on this article about how you can do a better job of sticking to your 2020 goals.


DRESS: Up in a custom-made Indochino premium suit, $359 Skip the line

Finding a good suit is a bit of a Goldilocks situation: Off-the-rack options are too wonky, while most high-end bespoke suits are prohibitively expensive. But Indochino? Indochino is juuuust right. Get a suit built specifically for you for only $359 when you use code HUSTLE.


SUPERCHARGE: Your customer support with Acquire, Demo now

Nobody should have to open 12 different platforms just to find out what their customers are saying. Acquire funnels all your customer communications into one place, so your support team can respond to everything, everywhere (live chat, video and voice calls, Twitter, Facebook, and more) from a single dashboard. Now *that’s* convenience.

nightclub image

Exclusivity just got an experiential makeover

Prada is hosting private, pop-up clubs — a series called “Prada Mode” — to cater to its VIP superfans, The New York Times reports.

Prada is the latest luxury brand to invest in exclusive events — a sign that pop-ups could be the future of high fashion. 

So, what does a Prada pop-up look like?

It’s fabulous, obviously. But, more specifically, it offers hand-picked invitees exclusive:

  • Location-specific art
  • Live musical performances by famous composers and artists 
  • Award-winning food from critically acclaimed restaurants
  • Exclusive panel discussions with artists and academics

If you were wondering — there is NOT a way to pay for entry to these events, you must be invited (if you have to ask, you’re probably not in the Facebook group… ).

And Prada’s not the only luxury brand investing in primo pop-ups

Once, fancy furs were the trendiest, most conspicuous status symbols. 

But now, once-in-a-lifetime Instagram opportunities are arguably trendier, certainly more conspicuous, and therefore more valuable.

And brands have noticed:

  • Ralph Lauren has a private club calle Palazzo Ralph Lauren that features private chefs and exclusive clothing collections.
  • Alfred Dunhill, the British luxury label, has a private club called Alfred’s in the back of its flagship store (which just happens to be a mansion).
  • Giorgio Armani’s founder (yep — Giorgio himself) also runs a private club in Milan and sometimes hosts pop-ups elsewhere.
  • Chanel has a private club called the Coco Club that pops up from time to time for exclusive events for its golden-card carriers.

Not all of these events are invite-only, but they are definitely all bougie — and you can bet your bottom follower they’re all Instagrammable.

Share on Facebook Share on LinkedIn Share on Twitter View in Browser
Airpod sales chart

AirPods are bringing in more annual revenue than Twitter

Just how big are Apple’s ubiquitous headphones? They’re making more money than Twitter, Spotify, and Shopify, ringing up an estimated 60m unit sales in 2019.

Our Trends team examined the booming economy around the AirPod. With 900m people using an iPhone worldwide, there’s an enormous market to tap into. 

One takeaway: Once people buy their AirPods, they start looking for accessories to use with them. Tens of thousands of people are searching for hooks, cases, and cleaning kits (including this one, which was the second-highest upvoted item on Product Hunt one day last month).

Tell us: What’s your favorite AirPod accessory — and what products would you love to see someone create to make you love your little white buds even more? Share your ideas here.

Trends subscribers get access to insights like these and a lot more. Join our private community for just $1.

Startup Tip #819
“Your intuition is the start of your disruption.”
Alex Eklund headshot Alex “Thinking Man” Eklund
Do you just get startups? Send us your tips here. How did you like today’s email?

hate it


love it
Now Playing Now Playing:
Best Coast, Everything Has Changed.
[%Count%] Share the Hustle
Conor Grant
Conor Grant
Nick Desantis
Nick DeSantis
Bobby Durben
Bobby Durben
Meg Furey-Marquess
Meg Furey-Marquess
Brad “They’re Good Dogs” Wolverton
Tony Diggs
Luxury Accommodations Provider
Facebook Instagram Trends
You opted in by signing up, attending an event, or through divine intervention. 251 KEARNY ST. STE 300, SAN FRANCISCO, CA 94108, UNITED STATES • 415.506.7210 Never want to hear from us again? Break our hearts and unsubscribe
The Hustle

Get the 5-minute roundup you’ll actually read in your inbox​

Business and tech news in 5 minutes or less​


How'd Bezos build a billion dollar empire?

In 1994, Jeff Bezos discovered a shocking stat: Internet usage grew 2,300% per year.

Data shows where markets are headed.

And that’s why we built Trends — to show you up-and-coming market opportunities about to explode. Interested?

We’re shooting our shot…

Start your mornings with The Daily.

Get the freshly baked 5-minute newsletter every day except Saturdays.

It’s filled with the most interesting stories on business, tech, and the internet.

And written for innovators of every industry. Sign up for the news that slaps.

If you don’t like it, unsubscribe any time. Privacy policy.

[email-submission-form redirect-to-home="true" button-text="Join Free" include-trends-opt-in="true" id="main-signup-form" fail-url="" success-url="" default-source="thehustleco" default-campaign="home"]
<script type="text/javascript"> var onloadCallback = function() { grecaptcha.render('verify-your-humanity', { 'sitekey' : '6LdddrcZAAAAALyttpvOqiwQGwq5BNhgDz4tMQGE' }); }; function getCookieValue(a) { var b = document.cookie.match('(^|[^;]+)\\s*' + a + '\\s*=\\s*([^;]+)'); return b ? atob(decodeURIComponent(b.pop())) : ''; } function setHiddenFieldValue(wrappingDiv, searchParams, className, utmName, cookieName, defaultValue) { var el = wrappingDiv.getElementsByClassName(className)[0]; var existingVal = el.getAttribute('value'); var newVal = searchParams.get(utmName) || getCookieValue(cookieName); if ((existingVal == null || existingVal == '' || existingVal == defaultValue) && (newVal != null && newVal != '')) { el.setAttribute('value', newVal); } } function setHiddenFieldValueFromUtm( wrappingDiv, searchParams, className, utmName, defaultValue ) { var el = wrappingDiv.getElementsByClassName(className)[0]; if (el != null) { var existingVal = el.getAttribute("value"); var newVal = searchParams.get(utmName); if (newVal != null && newVal != "") { el.setAttribute("value", newVal); } } } function initForm() { var wrappingDivs = document.getElementsByClassName('email-submission'); wrappingDivs.forEach(wrappingDiv => { var sp = new URLSearchParams(; setHiddenFieldValue(wrappingDiv, sp, 'funnel-source', 'utm_source', 'funnel_source', 'thehustleco'); setHiddenFieldValue(wrappingDiv, sp, 'funnel-campaign', 'utm_campaign', 'funnel_campaign', 'home'); setHiddenFieldValue(wrappingDiv, sp, 'funnel-medium', 'utm_medium', 'funnel_medium', ''); setHiddenFieldValue(wrappingDiv, sp, 'funnel-referral', 'ref', 'funnel_referral', ''); setHiddenFieldValueFromUtm(wrappingDiv, sp, 'funnel-a', 'a', ''); setHiddenFieldValueFromUtm(wrappingDiv, sp, 'funnel-c', 'c', ''); setHiddenFieldValueFromUtm(wrappingDiv, sp, 'funnel-o', 'o', ''); setHiddenFieldValueFromUtm(wrappingDiv, sp, 'funnel-oc', 'oc', ''); setHiddenFieldValueFromUtm(wrappingDiv, sp, 'funnel-e', 'e', ''); setHiddenFieldValueFromUtm(wrappingDiv, sp, 'funnel-f', 'f', ''); setHiddenFieldValueFromUtm(wrappingDiv, sp, 'funnel-r', 'r', ''); setHiddenFieldValueFromUtm(wrappingDiv, sp, 'funnel-t', 't', ''); setHiddenFieldValueFromUtm(wrappingDiv, sp, 'funnel-s1', 's1', ''); setHiddenFieldValueFromUtm(wrappingDiv, sp, 'funnel-s2', 's2', ''); setHiddenFieldValueFromUtm(wrappingDiv, sp, 'funnel-s3', 's3', ''); setHiddenFieldValueFromUtm(wrappingDiv, sp, 'funnel-s4', 's4', ''); setHiddenFieldValueFromUtm(wrappingDiv, sp, 'funnel-s5', 's5', ''); var error_message = getCookieValue('funnel_error_message'); if (error_message && error_message.trim() != '') { var error = wrappingDiv.getElementsByClassName('funnel-error')[0]; var prev_email = getCookieValue('funnel_email'); error_message = prev_email + " is not valid. Please try again"; error.innerHTML = error_message; = ''; } }); if (false) { initCaptchaFormV2(); } } function initCaptchaFormV2() { var v3RecaptchaResponseEl = document.getElementById('recaptcha-response-v3'); v3RecaptchaResponseEl.parentNode.removeChild(v3RecaptchaResponseEl); var wrappingDiv = document.getElementById('main-signup-form'); var subForm = wrappingDiv.getElementsByClassName('email-submission')[0]; var captchaVersion = document.createElement('input'); captchaVersion.class = 'g-recaptcha hidden-input'; captchaVersion.type = 'hidden'; = 'g-recaptcha-response-v2'; captchaVersion.value = 'true'; subForm.appendChild(captchaVersion); var captchaEl = document.createElement('div'); = 'verify-your-humanity'; subForm.appendChild(captchaEl); var captchaApiScriptEl = document.createElement('script'); captchaApiScriptEl.src = ''; captchaApiScriptEl.async = true; captchaApiScriptEl.defer = true; document.head.appendChild(captchaApiScriptEl); } function appendCheckboxes() { var optInDivs = document.querySelectorAll('.trends-opt-in'); optInDivs.forEach(el => { if (el.getElementsByClassName('trends-opt-in-checkbox').length < 1) { var checkbox = document.createElement('input'); checkbox.setAttribute('class', 'trends-opt-in-checkbox'); checkbox.setAttribute('type', 'checkbox'); checkbox.setAttribute('name', 'trends_opt_in'); var label = document.createElement('label'); label.setAttribute('class', 'trends-opt-in-text'); label.textContent = "Yes, I'd like to receive updates on market opportunities before they explode from Trends by The Hustle"; el.appendChild(checkbox); el.appendChild(label);; } }) } window.addEventListener('DOMContentLoaded', (event) => { var funnel_email_cookie = getCookieValue('funnel_email'); if ( (true) && (funnel_email_cookie != null && funnel_email_cookie != '') ) { window.location.replace('/home'); } initForm(); if (true) { appendCheckboxes(); } }); </script> <div class="email-signup" id=main-signup-form> <div class="funnel-error" style="display:none;"></div> <form class="email-submission" action="" method="post" autocomplete="email"> <div class="email-form-wrap"> <input class="funnel-source hidden-input" type="hidden" name="source" value="thehustleco"> <input class="funnel-campaign hidden-input" type="hidden" name="campaign" value="home"> <input class="funnel-medium hidden-input" type="hidden" name="medium" value=""> <input class="funnel-referral hidden-input" type="hidden" name="referral_code"> <input class="funnel-fail-url hidden-input" type="hidden" name="fail_url" value=""> <input class="funnel-a hidden-input" type="hidden" name="a" value=""> <input class="funnel-c hidden-input" type="hidden" name="c" value=""> <input class="funnel-o hidden-input" type="hidden" name="o" value=""> <input class="funnel-oc hidden-input" type="hidden" name="oc" value=""> <input class="funnel-e hidden-input" type="hidden" name="e" value=""> <input class="funnel-f hidden-input" type="hidden" name="f" value=""> <input class="funnel-r hidden-input" type="hidden" name="r" value=""> <input class="funnel-t hidden-input" type="hidden" name="t" value=""> <input class="funnel-s1 hidden-input" type="hidden" name="s1" value=""> <input class="funnel-s2 hidden-input" type="hidden" name="s2" value=""> <input class="funnel-s3 hidden-input" type="hidden" name="s3" value=""> <input class="funnel-s4 hidden-input" type="hidden" name="s4" value=""> <input class="funnel-s5 hidden-input" type="hidden" name="s5" value=""> <input class="funnel-success-url hidden-input" type="hidden" name="success_url" value=""> <input id="recaptcha-response-v3" class="g-recaptcha hidden-input" type="hidden" name="g-recaptcha-response" value=""> <input class="signup-email" type="email" name="email" placeholder="Your email address" required autocomplete="email"> <input class="email-submit" type="submit" value="Join Free"> </div> <div class="trends-opt-in"></div> <div submit-success> <template type="amp-mustache"> <p class="c-message c-message--success">Thank you for subscribing.</p> </template> </div> <div submit-error> <template type="amp-mustache"> <p class="c-message c-message--failed">Your submission failed. Please try again!</p> </template> </div> </form> </div>