Mascoteros - e-commerce with social enterprise features

 The fundraising video of Mascoteros is very good, it talks about the problem of animal abandonment and abuse, so M wants to donate part of the turnover to solve the problem of pets, but honestly I don't know why, their fundraising status , not very ideal, there are only three days left until the end of fundraising, but only 61% of the funds are raised. It is speculated that it is related to their poor marketing before fundraising. The following is the fundraising link:

https://www.crowdcube.com/companies/mascoteros/pitches/lKnnDq

We also cut in and analyze from four angles of investment:

1. Pain point and market

If M is an e-commerce company that sells pet food in general, then  my personal interest is relatively low, but M points out the problem of pets being abandoned and abused.

In Spain, 285,000 cats and dogs are abandoned every year, an area equivalent to the size of three football stadiums.

There were 957 reported pet abuse cases last year.

Nowadays, people will claim that pets are family members, but the actual situation is unknown.

2. Solution：

M declares that they will contribute kindly to animal protection groups and be sustainable, happy and healthy.

In their fundraising videos, there is a vague mention of a data platform to assist these animal protection agencies in data tracking, but it was not mentioned in the briefing.

3. Entry Barrier：

According to M, remote visits with veterinarians can increase new customers and increase M's brand value.

Generally speaking, the conversion rate of e-commerce is 1% high, so 6% is a very beautiful number, but the other numbers are not good or bad because there is no way to compare.

Animal Revolution was mentioned by M on the fundraising site, and it mostly appears to be doing digital content, advocating for donations, and building partnerships.

4. Team：

- CEO - Adrià Galdeano Godoy - I don't know why, his Linkedin suddenly changed from Spanish to English, but the general idea is to be concerned about pet abandonment and abuse.

In addition, I also happened to see on Linkedin that someone mentioned the transformation of M to make them stand out from the general pet e-commerce.

- Head of eCommerce - Isaac Comajuncosa Álvarez - From 2018 as the e-commerce manager of Myprotein (Myprotein looks like a protein powder for fitness), to November 2021, as the Head of eCommerce in M company

- Customer & Operations Excellence - Gemma Cabello - Since 2007, he has been engaged in customer service related work and has experienced Carrefour, IKEA and other enterprises.

- Category Manager - Eduard Sánchez  - From accounting to finance to overseeing the entire finance and sales department, responsible for establishing business partners, M&A and fundraising plans, revenue performance and KPI analysis

 

- CRM and Activism - Cristina Genover Dalmau - Since 2013, he has been engaged in work related to animal protection, and has done digital marketing and fundraising.

- Social Media (part-time) - Natalia Rodríguez - No information was available on her, but according to the fundraising website, Natalia has an animal shelter of her own and is currently helping M to speak for the animals.

After having the fundraising videos and briefings, I personally think it's a good idea to focus on pet abuse and abandonment issues, so I give them 3.5 stars.