The Natural Pet Tooth Fairy

Investment Opportunity: Be part of the exploding pet healthcare market! Non-anesthesia teeth cleaning is a growing specialty service for dogs, and provides a natural, safe and convenient alternative to traditional anesthetic dentals, and supports a preventive dental health plan for pet owners.

The American Veterinary Medical Association (AVMA) describes periodontal disease as “the most common clinical condition in cats and dogs even though it’s completely preventable.” Data demonstrates that approximately 80% of dogs suffer from periodontal disease, and if left untreated, causes inflammation and infection, and the bacteria in the mouth can enter the bloodstream, potentially damaging their kidneys, liver, brain, and heart. The predominant method for pet teeth cleaning by veterinarians is under general anesthesia and can be risky for some pets. Pets older than 7 years old, and/or those that have preexisting health conditions like a heart murmur, cannot undergo a procedure under anesthesia, and therefore go without the preventive dental care they deserve. The Natural Pet Tooth Fairy provides non-anesthesia teeth cleaning services for dogs under the supervision of a licensed veterinarian by trained hygienists, at a fraction of the cost a traditional veterinary clinic or hospital charges.

Mission: Our Mission is to provide safe, convenient, high quality and affordable non-anesthesia teeth cleaning, vaccinations and wellness services for dogs in a professional, clean, calm, and fun environment for patients, pet parents, and employees. We care for your pets like they are part of our family, and provide education and resources to help clients improve the dental and overall wellbeing for their pets at home.

Solution: The Natural Pet Tooth Fairy has been serving clients in the San Francisco Bay Area since 2011, achieving regular 5-star ratings based on the high quality of care at an affordable price point. We plan to modernize the tools, equipment, technology, advertising and rebrand the business to better reflect changing customer expectations, expand services, and integrate more deeply within the communities we serve.

Industry Type: The global pet dental health market size was valued at USD 5.9 billion in 2021 and is expected to expand at a compound annual growth rate (CAGR) of 6.18% from 2022 to 2030. The increasing prevalence rate of numerous pet dental diseases, rising awareness among pet parents to prevent painful dental conditions occurring in companion animals, the growing number of veterinary dental check-ups and procedures, the launch of advanced pet oral care products, and rising pet ownership rates are some of the key factors fueling the growth of the market. According to the American Kennel Club (AKC), the number of U.S. dog-owning households increased from 50% in 2018 to 54% in 2021, which is nearly 69 million households.

Market Segmentation: With an increased number of households owning companion animals, their demand for convenient access to pet oral care products and services is increasing. There are various brands of oral care toothbrushes and pastes, oral care water additives, rinses, wipes, dental care foods and treats, chews, and other products available for dental care application in pet animals.                                                                     

Even more recent 2023 data by Forbes Advisors demonstrates a continued increase in pet ownership to 66% (86.9 million households) with dogs remaining the most popular pet in the United States with 65.1 million homeowners. Additional data by Forbes Advisors show that 63% of households with an annual income of $100,000 or more own dogs, and 58% of homeowners are more likely to own dogs over renters in the same income bracket. The same report shows that dog owners spend the most annually at approximately $1,000 per dog. This includes veterinary care, food, grooming and toys. Our target market is firmly with pet owners that consider their dogs a member of their family.     

Total expenditures in the U.S. Pet Industry increased 51.16% between 2018 and 2022 from $90.5B to $136.8B. Based on Forbes Advisors 2022 data, $35.9B was spent on veterinary services and $11.4B was spent on other services including grooming, boarding, training, and pet insurance. Pet dental health fits in at the overlap of veterinary services and grooming services.

Competition: There is extremely high demand for this specialized service and very minimal competition in Northern California. A recent search found only one similar business offering non-anesthesia teeth cleaning for dogs based in San Francisco and only serves a small number of businesses in the San Francisco and Oakland Areas. Another similar business in Santa Rosa closed during the pandemic. Third, there is only one veterinary clinic offering non-anesthesia teeth cleaning for dogs and cats based in Oakland with limited appointments available. Lastly, the predominant non-anesthesia dental provider in Southern California, Qualified Pet Dental, is beginning to offer limited, quarterly services in the Greater Sacramento Area. Their practice is limited to treating one patient at a time, and their quarterly schedule includes only one day per quarter at each of their four partner locations. We do not foresee this as a major threat due to their limited size and sporadic service, compared to The Natural Pet Tooth Fairy that will be open 6 days per week, and employs four veterinary hygienists to build long-term relationships with a greater customer base.

Competitive Advantage:  The Natural Pet Tooth Fairy has been delivering non-anesthesia teeth cleaning services for dogs and cats for over 12 years in the area and has a large database of more than 16,000 customers. This provides a great customer base to extend operating days at the Vacaville Clinic and further expand our customer reach in surrounding areas. The historical growth was achieved mostly by word-of-mouth referrals and minimal advertising.  Non-anesthesia teeth cleaning for dogs is a growing specialty service not offered at typical veterinary clinics or pet hospitals. Following the purchase of the business in August 2023, our focus moving forward will exclusively be for dogs to meet growing demand. 

Market Focus: Pet owners looking for a safe and affordable alternative to typical teeth cleaning by veterinarian practices requiring general anesthesia, or pets with preexisting age or health issues that prevent teeth cleaning under anesthesia. With little-to-no direct competition in Northern California, we plan to expand our existing customer base and set The Natural Pet Tooth Fairy as the preferred choice for canine teeth cleaning, vaccinations, wellness clinic and related services to disrupt the veterinary industry and create a non-invasive veterinary and wellness option for pet owners.

Sales Strategy: Building and maintaining relationships with our clients is the key to our ongoing success. We focus on building long-term relationships, not increasing one-time transactions. We follow up our marketing with phone calls to our customers that reinforce our personal connection with pet parents and the healthcare of their pets. Word of mouth referrals have been phenomenally successful in the past and we anticipate similar returns moving forward. We plan to introduce multi-pet discounts, and a referral rewards program with reward points that can be used on products, services, or merchandise.

Investment Strategy: Our immediate request is an investment of $225,000 to carry us through the next 4 months while we hire and train additional staff. With the company being valued at $1.5M at the time of transition, we are offering the investor 15% ownership interest in The Natural Pet Tooth Fairy business.

Expected Returns: Based on the Forecasted Projections (including investment funding), Year 1 will see a Net Profit of $0.04M or 2.6% as a full staff and 6-day schedule is reintroduced at the Vacaville Clinic. Year 2, as the first full year at 100% 6-day operation is forecasted to end the year with a Net Profit of $0.64M or 20.5%. Year 3 will continue to grow our customer reach, add additional services and products and we are forecasting a Net Profit in Year 3 of $0.89M or 24.3%.

Conclusion + Summary: We hope that you are as excited about this investment opportunity as we are at The Natural Pet Tooth Fairy! We are passionate about the non-anesthetic teeth cleaning services we provide, and are reminded every day by our customers how much they appreciate and value our service, especially when they see the immediate results with their pets. We are confident that our existing and new customers will continue to support our business,  and we are so excited to have you join us on our journey!