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/

In this episode, Tarryn sits down with Paul Mathers, Group Festival Director at Pet Projects International—the team behind Australia’s much-loved Dog Lovers and Cat Lovers Festivals.

Join us as Paul shares his journey from acting and theatre production to leading some of the country’s most iconic consumer events for pet lovers. This conversation dives deep into the evolution of the festivals, the growing demand for immersive and authentic brand experiences, and why live events remain such a powerful platform for connecting with pet parents.

Whether you’re a pet brand new to expos or looking to level up your presence at live events, this episode is packed with practical tips, behind-the-scenes insights, and strategic advice to help you maximise your impact.

We discuss:

• Why pet festivals are more than expos—they’re immersive community experiences
• What sets the Dog Lovers and Cat Lovers Festivals apart, and why their distinct “vibes” matter
• How pet brands can better prepare for expos and avoid the biggest mistakes exhibitors make
• The power of brand storytelling, engagement, and experience in a live event setting
• Why collaboration—not just attendance—is key to festival success
• How show apps are transforming the way brands connect with consumers
• Strategies for standing out, even with a small booth and limited budget
• Why the real work starts after the event, and how to follow up effectively

About Paul Mathers

Paul Mathers is the Group Festival Director at Pet Projects International, the organisation behind Australia’s premier Dog Lovers and Cat Lovers Festivals. With over 25 years of experience in event management across sales, marketing, and operations, Paul has been instrumental in creating engaging, interactive, and award-winning events that bring buyers, sellers, and communities together.

Paul’s Links:

Paul’s LinkedIn: https://www.linkedin.com/in/pmathers/

Dog Lovers Festival website: https://dogloversfestival.com.au/

To get in touch with the Dog Lovers Festival team, email: info@dogloversfestival.com.au

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/UCzi1Sdhx

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 professional pet photographer Dave Pidgeon to explore the critical importance of high-quality photography and videography for pet brands.

Join us as we dive into Dave's journey to becoming a sought-after commercial pet photographer for leading brands. This conversation reveals eye-opening statistics about how professional imagery directly impacts purchasing decisions and why investing in quality visual content is essential for pet businesses looking to stand out in a crowded marketplace.

Whether you're a pet business owner, marketer, or creative professional, this episode provides valuable insights on creating authentic visual connections with pet parents and why real photography continues to matter in an age of AI-generated content.

Key Takeaways:

• Why high-quality product photos are crucial: 75% of online shoppers rely on product photos when making purchasing decisions
• How professional photography drives sales: websites with high-quality photos experience 94% higher conversion rates than those with low-quality images
• The tangible business impact: 22% of returns happen because products look different in person than in photos
• How video is transforming pet marketing: 64% of consumers are more likely to purchase after watching a product video
• The importance of authentic imagery in an age of AI-generated content
• Practical tips for creating engaging product and lifestyle photography, even on a budget
• The value of storytelling through imagery and creating emotional connections with your audience

Listen in to hear:

• Dave's journey from architectural and food photography to specialising in pet photography
• Insights on working with animals in a studio environment and managing challenging photo shoots
• How commercial pet photography differs from general product photography
• Strategies for creating emotional connections through imagery
• The evolving landscape of social media content and why video is increasingly essential
• Dave's perspective on AI-generated imagery and why authentic photography still matters
• Practical advice for pet brands looking to elevate their visual content

Dave’s Links:

The Dogs Pyjamas: https://thedogspyjamas.com.au/

To get in touch with Dave, email: bark@thedogspyjamas.com.au

Visit our website for more information regarding the stats and sources discussed in this video.

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 exclusi

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/

Welcome to Episode 20 of the Pet Biz Project. This week, Tarryn sits down with Tia Wishart from IndePet to explore the power of community and collaboration in the independent pet retail space.

Tia shares her journey from a corporate legal career to finding her purpose in the pet industry, and how IndePet is supporting a network of over 50 independent pet stores across Australia and New Zealand. She opens up about how the member-owned model empowers store owners, fosters collaboration, and ensures that pet parents get tailored advice from passionate and knowledgeable professionals.

From developing their own private label dog food brand to launching the industry’s first Women in Pet event, Tia reveals the behind-the-scenes work IndePet is doing to help independent pet stores thrive in a rapidly evolving and competitive market.

Topics also covered in this episode include:

• How IndePet helps independent stores access better pricing, training, and supplier relationships.
• The evolution of their exclusive pet food brand, Phoenix, and plans for expansion.
• Why building emotional support networks and peer relationships is essential in retail.
• How the annual IndePet Conference and Women in Pet event are bringing the industry together.
• What it takes to shift the mindset from competition to collaboration among independents.
• How face-to-face, personalised advice remains a powerful differentiator for bricks-and-mortar retailers.
• The importance of trust, connection, and meaningful relationships in the pet industry.

Plus much more!

Join us for a heartfelt and inspiring conversation that will reignite your belief in the strength of community and the value of supporting independent pet businesses.

IndePet links:

IndePet website: https://indepet.com.au/

IndePet LinkedIn: https://www.linkedin.com/company/indepet/

Tia’s links:

To get in touch with Tia, email: twishart@indepet.com.au

Tia’s LinkedIn: https://www.linkedin.com/in/tia-wishart/

Tia’s Instagram: https://www.instagram.com/adventures.of.tia/

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

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 special episode, co-founders Tarryn and Erin Michie pull back the curtain to reveal why they decided to refresh the Pet Biz Creatives website.

Join us as we discuss the journey behind our new look, the reasons for the redesign, and how our value-driven, emotion-powered approach now shines through our digital presence. If you’ve ever wondered about the role of design and strategy in shaping the future of pet brand marketing, this episode is for you!

We’re diving into the futuristic, space-inspired aesthetic, the new website features, and how it all ties back to our mission to help pet brands create deeper connections with their audience. Whether you’re a fellow marketer, a pet business founder, or just a fan of meaningful design, this episode gives you an inside look at the thinking behind our brand refresh.

Key Takeaways:

• Why we refreshed our website to align with the future of marketing: value-driven, emotion-focused, and digital-first.
• How our new space-inspired design reflects our commitment to bold strategy and impactful storytelling.
• A look at the website’s new features, including user-centered design and in-depth client case study content that highlights our unique approach.
• The impact of the refresh on our audience and how it helps us connect with purpose-led brands.
• The importance and reasons why you might like to think of a brand refresh as well.
• What’s next for Pet Biz Creatives and the exciting things we have in store for our clients and listeners.
  
  

Listen in to hear:

• How Pet Biz Creatives has evolved and why the website refresh was a critical step for us.
• Insights into how we approach digital marketing and the design of purpose-driven, impactful websites.
• What you can expect from the new site and how it makes it easier for pet brands to engage with us and get started on their marketing journey.

Curious to see the new Pet Biz Creatives website? Head over to petbizcreatives.com and explore our refreshed digital space!

Want to work together or ask questions about the redesign?

Let’s chat—

https://api.leadconnectorhq.com/widget/bookings/pbc-initial-consult

Resources Mentioned:

Visit our refreshed website: petbizcreatives.com

Learn more about our services: petbizcreatives.com/services

Connect with us on LinkedIn: https://www.linkedin.com/company/pet-biz-creatives/

Connect with Tarryn on LinkedIn: https://www.linkedin.com/in/tarryn-michie

Connect with Erin on LinkedIn: https://www.linkedin.com/in/erin-michie

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/

Welcome to Episode 18 of the Pet Biz Project. This week, Tarryn sits down with Dr. Will Maginness, founder of 5 Hounds by Dr. Will, to explore his unique journey from professional football to veterinary care to launching a purpose-driven pet nutrition brand.

Dr. Will shares how his deep connection with animals and holistic approach to pet health led him to create a business that prioritises individualised nutrition plans for dogs. He opens up about the challenges of rebranding, his commitment to ethical and sustainable sourcing, and the importance of building meaningful relationships with pet parents.

From his decision to go against the grain of the raw feeding trend to offering sous vide cooked meals, Dr. Will unpacks what it takes to develop a pet food brand that stands out—while staying true to his values as a vet, farmer, business owner, and pet parent.

Topics also covered in this episode include:

• The challenges of launching a new pet food brand in a competitive market.
• How sous vide cooking offers a unique approach to dog nutrition.
• The business benefits of adopting holistic, ethical, and sustainable practices.
• Why personal connections with customers are key to long-term success.
• Insights into the evolving pet care industry and what’s next for pet nutrition.
• The importance of aligning business decisions with core values.

Plus much more!

Join us for an inspiring conversation packed with inspiring, enlightening insights to help you understand how to build a pet business with purpose.

Dr. Will’s links:

5 Hounds by Dr. Will website: https://5hounds.com.au/

5 Hounds Instagram: https://www.instagram.com/5hounds.bydrwill/

Dr. Will’s LinkedIn: https://www.linkedin.com/in/will-maginness-265b862b5/

To get in touch with Dr. Will, email: info@5hounds.com.au

For nutrition consultations: https://5hounds.com.au/pages/consultations

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/petbizcre

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/