For the
love of dog.
Dogster — platform dedicated to reducing abandonment and promoting adoption
Learn to love and never leave.
Dogster is a web-based platform dedicated to reducing dog abandonment and promoting adoption. The problem it addresses is not a lack of goodwill — it is a lack of structure. People who want to adopt do not know where to look. Shelters post across multiple social networks and groups, requiring potential adopters to spend time searching across platforms to find the right dog. There is no centralized, trusted channel. Health status is unclear, adoption conditions are scattered, and the process feels uncertain enough that many people never follow through.
The reasons people abandon dogs are equally fragmented: change of living circumstances, unexpected events, absence, lifestyle shifts, uncertainty. Addressing the abandonment problem means addressing it at both ends — making adoption easier, and making ownership more supported.
Based on the value proposition, we identified four customer types. The goal is to educate some users, inspire others to adopt, and connect all of them with shelters — working together to solve the problem of abandoned dogs.
Potential Adopters
People who do not have a dog but are debating whether to adopt. This is the primary user — their journey should lead them to adoption and therefore solve the core goal. They need to be educated about what dog ownership entails while being drawn in by the experience of discovering dogs. Their debates need to be understood and removed through the product.
Shelters
Organisations offering dogs for adoption or seeking to promote themselves for more funding. They will fill the platform with content — dog listings, profiles, campaigns. They need easy tools for posting listings and promoting their shelter. They can receive revenue through donations via the platform, making it a desirable channel.
Fosters
People who serve as a bridge between shelters and potential adopters, accommodating dogs before they are ready for adoption. They need easy tools for promoting their services and good connections with possible adopters to provide knowledge about specific dogs and advice around ownership. They may also participate in the revenue model through dog sitting and other services.
Dog Owners
People who already have a dog but need more education to be better owners or prevent situations that lead to abandonment. This group may not directly solve the core goal but they are important — education and access to services (dog sitters, trainers, vets) can prevent the problem at the source. They also represent revenue potential through the educational and service segments.
Pains
- No centralized channel for dog adoption — individuals post across social networks and groups, requiring users to search multiple platforms.
- Adopters are unsure which dog would suit them.
- Lack of trust and transparency in dog listings — unknown source of dogs, unclear health status.
- Lack of knowledge about the importance of neutering and preventing unwanted dogs.
- Shelters lack funding and have insecure income.
- Change of living circumstances, unexpected events, absence, lifestyle changes — leading to abandonment.
Gains
- A unique and official adoption channel — a single place to make the adoption journey easier and successful.
- All shelters listed in one place with direct contact.
- Updated base of available dogs — large, reliable, and centralised.
- Verified profiles and accurate information for peace of mind.
- Support for shelters and fosters to reach more adopters and funding.
Products and Services
- Shelter profiles with contact and adoption conditions.
- Dog profiles including medical condition, pickup location, special needs.
- Verified user system for trust and transparency.
- Online adoptions and donation channels.
- Dog sitting, vet, and grooming service listings.
- FAQ, Blog, Quiz, and Reminder features for education and engagement.
- Pet GPT — conversational assistant for adoption and ownership questions.
- Online adoption campaigns and fundraising events.
We defined and tested hypotheses before committing to features. Two structured experiments were designed to validate the core assumption: that people who are planning to adopt would consider this app as a first place to look for dogs, provided all or most shelters and fosters are listed.
Direct contact with customers
We will interview 10 to 15 members of adoption-related Facebook groups — both adopters and shelter representatives — to measure the severity of their pains, the intensity of their goals, and their day-to-day jobs in relation to our value proposition.
A sufficient number of interviewees reflects the need for our product through their responses, confirming it relieves their major pains, enables their important jobs, and enhances their biggest goals.
Indirect observation of customers
We will set up an ad tracking experiment targeting members of adoption-related Facebook groups with 1,000 or more members. The ad will run for one week, measuring the number of clicks as a reflection of interest in the product.
More than 2% of group members show interest in our product by clicking through within the measurement window.
We defined five strategies to attract users. Based on available budgeting and resources, main strategies use the bulk of effort while secondary strategies rely on organic approaches.
Marketing Campaign
SEO-driven content, paid ads, and email campaigns targeting each customer segment separately. Campaigns are tailored to address specific motivations — education for potential adopters, visibility tools for shelters, community for dog owners. Best performing ad formats: video, interstitials, banners.
Sharing Options
Free sharing enabled across the platform, complemented by a referral programme where sharing results in a donation to a shelter. This turns every share into a contribution — giving users a reason to spread the word that goes beyond personal benefit.
Public Events and Media Coverage
Participation in dog exhibitions, expo appearances, and public space stands. Press releases, newsletters, and social media boosts. The more media attention the platform attracts, the wider the initial user base becomes. Celebrity partnerships are part of this layer — high-profile endorsements bring reach without paid media costs.
Partnerships
Partnerships with NGOs, private sector companies, and public institutions — both paid and unpaid. Partners promote the platform within their own circles and help build brand credibility. NGO partners are authorised non-governmental organisations operating in the territory. Private sector partnerships focus on brands closely related to animals.
Gamification
Quizzes and questionnaires that are genuinely engaging — not just fun, but educational. Which dog matches your lifestyle? What is the average lifespan of a dog? People learn through play, and in doing so they become more informed, more connected to the subject, and more likely to act on it.
User retention is an even greater challenge than acquisition — it brings lasting value to the platform, increases engagement, and directly creates revenue opportunities. Five retention pillars were defined.
Education
Education plays a crucial role in the well-being and proper care of dogs. Blog articles, FAQ, Q&A sections, and quizzes help every user type — potential adopters overcome doubts, owners become better caregivers, shelters understand how to communicate value. Content is the long-term engine of the platform.
Emotion and Success Stories
Adoption stories and emotional content encourage all user types to return. Potential adopters are inspired to act. Shelters gain hope that their dogs will find homes. Success stories create proof — they show that the platform works, and that the outcome is real and worth pursuing.
Services
Dog owners have significant and varied service needs — from dog sitters and walkers for everyday logistics, to vets, groomers, and trainers for specialist care. All service providers have the opportunity to advertise on the platform. This makes Dogster useful beyond adoption — it becomes part of everyday life with a dog.
Events and Media
Tracking and publishing all public events for dogs — shows, adoption events, charity walks, training workshops. Events are reasons to return to the platform on a schedule, not just when something goes wrong. They connect the digital platform to the physical community of dog owners and advocates.
Engagement and Social Interaction
Forum discussions, reminders for vaccinations and deworming, community interactions — these activate users to participate more consistently. A reminder that brings someone back to check their dog's vaccination schedule is also a reminder that the platform is useful, present, and on their side.
The underlying logic
Retention is not about tricks. It is about building something genuinely useful. Every pillar here serves the user first — and in doing so, it builds a platform that people return to because it earns that return.
A platform built pro bono still needs a sustainable financial model. Primary and secondary revenue streams were identified based on the platform's social mission and user behaviour.
Primary Revenue
Ads — Premium and Regular
Impression-based advertising including video ads and banners in key positions. Best performing formats: video, interstitials, banners. Revenue scales directly with platform growth and engagement.
Online Donations
The most common revenue model for platforms with a social mission. Relies on the generosity of the community. Implemented through a prominent donation button or banner leading to a page explaining the reasons for investment. A memorial page allows donations in memory of a beloved pet, with the option to add a photo to an online memorial.
Secondary Revenue
Grooming and Service Ads
Paid placements for service providers — not only grooming, but also veterinarians, dog walkers, pet shops, trainers, and other professionals. This segment grows naturally with the service directory.
Grant Funding
Grants from foundations, government bodies, or EU programmes aligned with animal welfare, social impact, or digital inclusion.
Shelter Partnerships
When an animal is adopted through the platform, a fee is received to cover expenses. Virtual adoption options expand the revenue opportunity beyond physical placement.
Fundraising Events and Brand Partnerships
Online and offline events raise both money and awareness. Brand partnerships with companies closely related to animals — pet food, insurance, accessories — provide sponsorship and co-marketing opportunities.
Five persona journeys were mapped to understand where Dogster intervenes in the current experience — and where it removes friction that currently has no solution.
Adopt, don't buy. And please pick up after your dog.