Love'em x Treat-A-Balls
A Premium Pet Treat Ecosystem for the United States
Confidential
This document has been prepared exclusively for The Real Pet Food Company and its authorised representatives. It contains proprietary information regarding commercial strategy, financial projections and partnership opportunities. Distribution, reproduction or disclosure without written consent is strictly prohibited.
The U.S. Pet Treat Market
A US$10B+ market with premium and functional segments growing fastest.
Key Trends
Humanisation of pet food accelerating. Subscription and e-commerce adoption rising rapidly. Functional treat penetration still underdeveloped versus human snack trends.
The Gap
No scaled brand currently integrates training, enrichment and wellness under one system. This collaboration fills that gap with a bundled, premium approach.
Two Brands. One System.
Love'em
Reward & Training Authority
High-quality, flavourful treats for everyday use and behaviour reinforcement. Proven demand with strong repeat purchase. Training treats, dental chews and functional formats. High palatability across all life stages.
Treat-A-Balls
Wellness & Functional Snacking
Human-grade, plant-based, nutrient-packed bite balls. Gluten-free, non-GMO, no additives or preservatives. Appeals to health-conscious, vegan and natural-lifestyle pet owners.
Reward. Play. Nourish.
Not just treats - a complete reward ecosystem covering training, engagement and wellness.
Reward & Train
Love'em training treats for behaviour reinforcement and daily rewards
Engage & Play
Treat-A-Balls as part of interactive play and on-the-go activity enrichment
Nourish & Wellness
Human-grade, functional ingredients for complete pet wellbeing
Covering Every Buyer Persona
The combination targets multiple consumer segments in the U.S. market.
Taste-Driven Buyers
Everyday dog owners seeking high-palatability rewards. Love'em delivers flavour and repeat purchase.
Health-Conscious Buyers
Ingredient-driven purchasers aligned with vegan, sustainable and natural lifestyle trends.
Urban Professionals
Premium product seekers willing to pay more for quality, convenience and brand story.
Millennials & Gen Z
Digital-native pet parents who research ingredients, follow influencers and subscribe for convenience.
Trainers & Active Families
Dog trainers and active households seeking functional, reward-based treats for behaviour and play.
Combined: Broader appeal across lifestyles, needs and owner mindsets
Product & Pricing
Premium but accessible pricing across standalone and bundle SKUs.
| Product | MSRP (USD) | Positioning |
|---|---|---|
| Love'em Core Range | $8.99 - $12.99 | Everyday premium treats |
| Treat-A-Balls Standalone | $9.99 - $14.99 | Functional wellness snacking |
| Starter Wellness + Training Pack | $17.99 | Trial entry bundle |
| Premium Active Dog Bundle | $24.99 | High-value treat system |
Phased Launch Strategy
18-month rollout: digital-first validation, specialty expansion, then selective mass retail.
Digital-First Entry
Amazon FBA launch, DTC website, select pet specialty e-commerce. Validate velocity, pricing and messaging before retail.
Specialty Retail
400+ independent stores, regional chains, Petco/PetSmart pilot. Co-merchandised displays, staff education, demo days.
Mass Retail
Target (natural aisle), regional grocery, Costco roadshow trial. Bundle-only SKUs to avoid commoditisation.
Collaboration Ideas
Co-Branded SKUs
"Love'em + Treat-A-Balls Training Pack" and seasonal bundles (e.g. "Summer Activity Pack"). Subscription bundles with 10% autoship incentive.
Retail & Online Promotion
Joint bundles on Amazon, Chewy and DTC with special pricing. Play-and-treat guides in packaging. Amazon PPC + Sponsored Brand ads.
Sampling & Demo Events
Dog parks, pet expos and specialty stores. Interactive demos pairing treat balls with Love'em treats. Pop-ups in LA, Dallas and Miami.
Content Marketing
Co-created Instagram/TikTok content with dog trainers and wellness pet creators. UGC campaign: #RewardPlayNourish. 100 micro-influencer seeding.
Year 1 Marketing Calendar
100 micro-influencer seeding. Introductory Amazon discount (15%). PR outreach to U.S. pet wellness publications.
National Pet Day activation. Dog park pop-ups in LA, Dallas, Miami. Subscription push with exclusive bundles.
"Train Smarter" campaign with training focus. School-season tie-in targeting families. Staff education programme rollout.
Holiday gift bundles. Advent-style 12-day treat calendar. Black Friday bundle promotion. End-cap seasonal displays.
Per Bundle SKU Economics
DTC is materially more profitable long-term. Bundles maximise AOV and basket margin.
| Channel | Revenue | Variable Cost | Contribution | Margin |
|---|---|---|---|---|
| Amazon | $21.99 | $16.70 | $5.29 | 24% |
| DTC Website | $21.99 | $11.00 | $10.99 | 50% |
| Wholesale | $8.20 | $6.20 | $2.00 | 24% |
DTC Advantage
No marketplace fees. 50% contribution margin. Subscription drives LTV.
Amazon Improves
Subscription penetration, higher ASP bundles and reduced PPC as organic rank grows.
Wholesale Scale
Margin improves with U.S. co-packing by Year 2 and container volume efficiencies.
Distribution & Logistics
Logistics Model
U.S. 3PL with West + East coast warehouses. Amazon FBA primary for online orders. Distributor model for specialty retail.
Inventory Strategy
Focus on 3-4 core SKUs only initially. Avoid SKU proliferation early. Demand forecasting software. Flexible 3PL contracts.
3-Year Revenue & EBITDA
Projected 3-year CAGR of ~75%. Digital-first validation reduces retail risk.
5-Year Growth & Exit Scenario
U.S. expansion creates a 7-10x uplift versus current Australian-only valuation.
| 8x EBITDA | $74.4M |
| 10x EBITDA | $93.0M |
| 12x EBITDA | $111.6M |
Premium pet brands in the U.S. typically trade at 2.5-4.0x Revenue (growth stage) or 8-12x EBITDA (profitable premium brand).
Sensitivity & Valuation Impact
Sensitivity Analysis (Year 3)
| Variable | Scenario | EBITDA |
|---|---|---|
| Base Case | Standard | $5.5M |
| COGS | +10% | $4.4M |
| COGS | -10% | $6.6M |
| DTC Price | -10% | $4.8M |
| DTC Price | +10% | $6.0M |
| Amazon Fees | +5% | $5.0M |
| Amazon Fees | -5% | $6.0M |
Margin most sensitive to COGS and Amazon fees. Bundles and subscriptions buffer volatility.
Valuation Impact Scenario
At 10x EBITDA (premium growth brand)
Transformational valuation shift
Even at 70% Achievement...
The collaboration still creates strong enterprise value under conservative assumptions.
Still creates strong enterprise value
Risks & Mitigation
Risk profile is moderate but manageable with focused execution.
Supply Chain
Med/HighMultiple suppliers, U.S. 3PL & co-packing options
Pricing & Margin
Med/MedMAP enforcement, DTC focus, bundle offerings
Brand Confusion
Med/MedUnified packaging hierarchy & clear marketing story
Regulatory (FDA)
Low/HighFDA-compliant co-packer, legal review, quality audits
Retail Adoption
Med/HighPilot approach, marketing support, in-store demos
Competition
High/MedFirst-mover advantage, subscription loyalty, differentiation
This Isn't Incremental.
It becomes a scalable premium pet platform in the U.S.
Validates product-market fit
Builds distribution footprint
Creates strategic asset
The collaboration creates a system, not just products. Commercially viable if it launches digital-first, focuses on bundles, maintains premium positioning and expands into specialty before mass.
Petervescence Pty Ltd | Neil Cox, Co-Founder
neil@northernsummit.com.au