In this episode, Erin steps in as host (while Tarryn is travelling) to chat with Luke Thorn from WebRefresh about how AI is reshaping the world of eCommerce - and what that means for pet businesses.

From skyrocketing ad costs and SEO shifts, to the rise of conversational search and AI-driven shopping, this episode unpacks what brands need to know right now to stay visible and competitive.

We discuss:

• How pet parents’ online search behaviour is changing with AI tools like ChatGPT and Gemini
• Why brand mentions and reviews matter more than ever in AI results
• The shift from keyword stuffing to conversational copywriting
• Common misconceptions about AI (and why ignoring it could cost you)
• Practical ways to make product pages more “AI-friendly”
• The role of blogs and content as long-term assets for visibility
• Red flags that show a brand isn’t ready for AI search
• Case studies of brands already seeing big ROI from AI visibility
• Luke’s bold prediction on the future of websites and eCommerce
• Where to start if you’re feeling overwhelmed by AI

Tune in for a mind-expanding and practical conversation that will help you future-proof your pet brand - and see AI as an opportunity, not something to fear.

Checklist Downloadables:

Ecommerce AI Search Optimisation Checklist

Local AI Search Optimisation Checklist

Luke’s Links:

WebRefresh Website: https://www.webrefresh.co/

WebRefresh Instagram: https://www.instagram.com/webrefresh/

WebRefresh Facebook: https://www.facebook.com/webrefreshco/

WebRefresh LinkedIn: https://au.linkedin.com/company/web-refresh-co

Connect with Luke on LinkedIn: https://www.linkedin.com/in/lukethorn/

Visit https://petbizcreatives.com/video to book a free 15 minute strategy call, and discover how we can help create strategic, high-performing video and UGC content, just for your pet brand.

The Pet Biz Project podcast helps you to build meaningful relationships with and sell more effectively to one of Australia's fastest-growing consumer groups, Pet Parents.

If you loved this episode, please leave a rating and review of the Pet Biz Project podcast. And don’t forget to sign up to our newsletter too, where we regularly share exclusive resources, industry updates and news to help grow your pet biz.

Connect with us:

Instagram: https://www.instagram.com/Pet_Biz_Creatives/

Facebook: https://www.facebook.com/petbizcreatives

YouTube: https://www.youtube.com/channel/UCzi1Sdhxb3CqxaGvz-fZfCA

LinkedIn: https://www.linkedin.com/company/pet-biz-creatives/

Website: https://petbizcreatives.com/

In this episode, Tarryn sits down with Tricia Ong from Mintrix Advisory to explore how virtual assistants can transform the way pet business owners work and grow.

From tackling admin overwhelm and chasing invoices, to building systems and creating space for growth, this episode shines a light on the realities of working with VAs; the good, the bad, and the myths that often hold entrepreneurs back.

We discuss:

• The difference between VAs and traditional employees
• What tasks VAs can take off your plate (and how to start small)
• The most common myths and misconceptions about hiring VAs
• Signs that you’re ready to bring on a VA
• How to onboard, train, and build trust with your VA
• Red flags to watch for when choosing a VA provider
• Why clear communication, systems, and feedback loops matter
• The return on investment VAs can deliver—time, money, and peace of mind
• How AI is changing (and supporting) the role of VAs
• Tricia’s number one tip for business owners hiring a VA for the first time

Tune in for a practical and insightful conversation that will change how you think about support, delegation, and creating space for growth in your pet business.

Tricia’s Links:

Minitrix website: https://mintrix.com.au/

Minitrix Instagram: https://www.instagram.com/mintrix.business.advisory/

Minitrix Facebook: https://www.facebook.com/mintrixbusinessadvisory/

Connect with Tricia on LinkedIn: https://www.linkedin.com/in/triciaong1/

How to contact Tricia:

Send Tricia an email at hello@mintrix.com.au with the subject line “Virtual Assistants”, and Tricia will be happy to share a proposal with you — including a full pricing breakdown and an overview of how everything works.

Visit https://petbizcreatives.com/video to book a free 15 minute strategy call, and discover how we can help create strategic, high-performing video and UGC content, just for your pet brand.

The Pet Biz Project podcast helps you to build meaningful relationships with and sell more effectively to one of Australia's fastest-growing consumer groups, Pet Parents.

If you loved this episode, please leave a rating and review of the Pet Biz Project podcast. And don’t forget to sign up to our newsletter too, where we regularly share exclusive resources, industry updates and news to help grow your pet biz.

Connect with us:

Instagram: https://www.instagram.com/Pet_Biz_Creatives/

Facebook: https://www.facebook.com/petbizcreatives

YouTube: https://www.youtube.com/channel/UCzi1Sdhxb3CqxaGvz-fZfCA

LinkedIn: https://www.linkedin.com/company/pet-biz-creatives/

Website: https://petbizcreatives.com/

In this episode, Tarryn sits down with Rachael Tricarico, founder and CEO of Houndztooth, a premium Australian pet wellness brand dedicated to supporting the health and happiness of dogs through natural, science-led products.

Rachael shares the heartfelt story behind Houndztooth’s beginnings, inspired by her beloved Staffies, Hugo and Stella, and her mission to create clean, effective solutions for pets with sensitive skin and health concerns.

From product development and packaging design to launching in major retailers and expanding into supplements and toppers, this episode gives a transparent look at the highs and challenges of building a purpose-led pet brand.

This conversation is packed with real-world insights on navigating retail, balancing innovation with education, and building lasting trust with pet parents.

Whether you're just starting out or scaling your pet brand, Rachael’s journey will leave you inspired, informed, and ready to take bold but thoughtful action.

We discuss:

• The personal story that sparked Houndztooth’s creation
• How to know when to pivot, persevere, or pull the plug on a product
• Rachael’s approach to product development and launching into retail
• Why brand trust and direct communication matter more than ever
• The challenges of working solo and how she’s built a lean but powerful team
• The evolving role of AI, e-commerce, and generational shifts in pet parenting
• Strategies for influencer partnerships and meaningful customer education
• What’s next for Houndztooth, including a new website and product innovations

Tune in for an honest and inspiring conversation with one of Australia’s most respected pet brand founders.

About Rachael Tricarico

Rachael Tricarico is the founder and CEO of Houndztooth, a premium Australian pet wellness brand known for blending natural ingredients with scientific innovation to support the health and wellbeing of dogs.

Inspired by her own dogs’ sensitivities and the need for high-quality, functional pet care, Rachael launched Houndztooth to offer products that are clean, effective, and luxurious - ranging from grooming to supplements and treats.

With a background in business and a deep passion for animal welfare, Rachael champions a holistic approach to pet health. She collaborates with veterinary professionals and uses ethically sourced ingredients to create products that pet parents can trust. Through Houndztooth, Rachael is redefining what it means to care for modern pets.

Rachael’s Links:

Houndztooth website: https://houndztooth.com.au/

Houndztooth Instagram: https://www.instagram.com/houndztooth_au/?hl=en

Houndztooth Facebook:

Visit https://petbizcreatives.com/video to book a free 15 minute strategy call, and discover how we can help create strategic, high-performing video and UGC content, just for your pet brand.

The Pet Biz Project podcast helps you to build meaningful relationships with and sell more effectively to one of Australia's fastest-growing consumer groups, Pet Parents.

If you loved this episode, please leave a rating and review of the Pet Biz Project podcast. And don’t forget to sign up to our newsletter too, where we regularly share exclusive resources, industry updates and news to help grow your pet biz.

Connect with us:

Instagram: https://www.instagram.com/Pet_Biz_Creatives/

Facebook: https://www.facebook.com/petbizcreatives

YouTube: https://www.youtube.com/channel/UCzi1Sdhxb3CqxaGvz-fZfCA

LinkedIn: https://www.linkedin.com/company/pet-biz-creatives/

Website: https://petbizcreatives.com/