Our Users

Who is PetFolio for?

The target audience for PetFolio can be split into three distinct categories:

Pet OwnersPet ProfessionalsPet Specialists

Pet Parents, new or experienced pet owners, single or multi-pet households and rescue pet owners. We would expect a lot of interest from millennials, who treat pets like family!

These users may want to:

• Store pet medical records, appointments, insurance, traits, and preferences
• Store detailed tracking of medical and behavioural history
• Integrate pet insurance / subscription accounts, i.e. pet insurance providers
• Set reminders for renewal
• Store important policy information

Businesses that provide services to pet owners.

This might include, vets, groomers, boarding facilities, pet sittings or trainers. This is suitable for businesses that are open to using new technology to improve service delivery.

These users require:

• Easy, reliable access to pet data to provide a better service
• Access to shared pet profiles for specific needs, preferences, or alerts
• Communication with pet owners about medical needs, follow-ups, and prescriptions

Specialised users are neither businesses nor individual pet owners.

This might include breeders or animal rescue and rehoming centres. We will choose our partnerships with specialised users very carefully, for example working with only responsible, licensed and ethical breeders.

These users may want to:

• Manage records for multiple animals
• Track lineage, vaccinations, health records, and behaviour logs
• Share detailed pet profiles with prospective buyers/adopters

Reaching our audience

There are a number of different channels that could be utilised to reach customers:

• Social media marketing (Instagram, TikTok, Facebook and pet communities)
• Pet influencers and micro-influencers
• Partnerships with veterinary clinics, pet insurers and other pet professionals (groomers, trainers, sitters, etc.)
• SEO - Targeted advertising

"Jobs to be done" Matrix

The below table groups users into Pet Owner, Pet Professional, and Specialised user types, then maps their needs across:

• Functional jobs: The core task or problem the customer needs to solve (e.g. storing records, setting reminders).
• Emotional jobs: The way the customer wants to feel, or avoid feeling, (e.g. confident, less stressed, reassured).
• Social jobs: How the customer wants to be perceived by others (e.g. responsible, caring pet parent).
• Consumption jobs: All the steps surrounding the use of the product. How they access and interact with the product (e.g., mobile-first, easy integration).
• Financial jobs: The cost-related outcomes the customer is trying to achieve (e.g. insurance claims, avoiding unexpected expenses).

This gives a high-level overview of what matters most to each user type and how PetFolio can create value for them.

User Persona	Functional Jobs	Emotional Jobs	Social Jobs	Consumption Jobs	Financial Jobs
Pet Owner	Track health, vaccinations, meds Share info with vets/sitters and other pet services Manage multiple pets	Feel organised and confident Reduce anxiety over missed care	Look like a responsible pet parent Share pet updates easily	Set up pet profiles quickly Control sharing permissions Sync with calendars	Prevent duplicate treatments Save time
Rescue Pet Owner	Track health, vaccinations, meds Share info with vets/sitters and other pet services Manage multiple pets Track post-adoption care plans Store behaviour notes Coordinate with new providers	Feel prepared for special needs Feel organised and confident Reduce anxiety over missed care	Be seen as a compassionate and informed adopter Share pet updates easily	Import adoption records Communicate with rescue/vet post-adoption Set up pet profiles quickly Control sharing permissions Sync with calendars	Prevent duplicate treatments Save time
Professional: Vet	Access key health history fast Note diagnoses & treatments Improve record accuracy	Reduce admin stress	Be viewed as reliable, trusted care provider	Receive clean, structured data Filter relevant info easily	Save time per consult Avoid repeat diagnostics Increase client satisfaction
Professional: Pet Groomer	Know breed-specific needs See allergies, preferences Track regular grooming routines	Feel confident in delivering safe services Reduce admin stress	Be seen as professional and detail-oriented	View owner-shared history	Save time per consult Reduce liability Increase client satisfaction
Specialised: Pet Breeder	Track litters, lineage, vaccinations Organise health and rehoming docs	Feel confident in delivering safe services Reduce admin or handover stress	Build a trusted, ethical breeder reputation	Generate digital "pet pack" Transfer pet profiles to new owners	Streamline operations Add value for clients Justify premium pricing
Specialised: Animal Rescue / Rehoming Centre	Manage large pet volumes Store medical/behavioural records Provide post-adoption support	Feel confident in delivering safe services Improve care outcomes Reduce admin or handover stress	Be seen as transparent, professional, mission-driven	Bulk upload animal records Assign pets to staff/fosters Generate digital "pet pack"	Save staff time Reduce record loss Enable better long-term outcomes Streamline operations