The Situation

Rover faces a problem called disintermediation, when pet owners are leaving the platform to follow their service providers to another channel

The Ask

What role can the brand Rover play in dog owners lives, to keep them on the platform for longer?

Key Insight 

Users are more prone to leaving once a “bond” has been formed with their walker 

My Aha! Moment

Rover is really a matchmaking service, they connect users in the same ways as today's modern dating apps

Implication

If Rover is a matchmaking service, then disintermediation becomes the ultimate success metric for their business

Opportunity

How can we make Rover their first option when they need to find another new care option?

Positioning

Rover is the assistant that can you can lean on to make your life with a dog easier

The Strategy

The ultimate digital doggy care assistant app; providing users the support they need when things go wrong 

My Client, Vp of Marketing at Rover is looking to implement these solutions into their business

So who is Rover?

Well for starters, they are the number one pet care services app in the nation

Who should we be talking to?

Rover gave me an immense amount of data on consumer profiles, and I honed in on the group with the most future growth opportunity for the brand.

Millennials are obsessed with pets, and it is transforming the industry.

So I asked them to describe their relationship with their pets 

Pets have become a critically important part of the modern day family 

I asked them to tell me what they would do if they could no longer use their current provider.

And what are your feelings about Rover, or apps like rover? 

  1. Andrea, What are your thoughts on rover? 

  2. Morgan, what would you do if your walker cancelled?

  3. Patty, what would you do if your current walker was leaving the platform?

Key Insight

Users are more prone to leaving once a “bond” has been formed with their walker 

Ok.... So now what? I needed to step back and figure out what it really is that rover does best...

The end goal of these apps is to find committed relationships, thus leaving the app

If Rover is a matchmaking service, then disintermediation becomes the ultimate success metric for their business

Positioning

Rover is the assistant that can you can lean on to make your life with a dog easier 

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