Billy Howell

Co-Founder Selling things online since 2011. Currently building the biggest dog supplement brand in the world.

[Billy Howell @billyhowell]

I launched the "athletic greens for dogs" earlier this year and we did over $800,000 in sales in November alone.

We actually came up with the concept in early 2023 and spent close to 2 years formulating it with some of the best and brightest experts in the space.

I remember seeing Greg talk about this idea on My First Million podcast in late 2023 and then posting about it again here just one month before we launched.

This would make some people nervous, but I embrace competition as it only helps grow the category.

And inevitably all roads will lead to customers choosing Iron Paws as I can confidently say we have the best product on the market.

The only thing Greg got wrong is that $100M/year is way too low of a projection.😏

[GREG ISENBERG @gregisenberg]

i still think "athletic greens for dogs" is a $100M/year business waiting to be built

here's the business plan

humans already spend $20B yearly on premium spring water. they choose mountain valley over dasani, dasani over tap etc.

yet their dogs still drink straight from the tap. if premium water matters for humans, why not for our best friends?

partner with 25 veterinary clinics. run a 90-day study tracking dogs on premium supplements vs regular diet. data play is key.

measure everything - energy levels, coat shine, joint mobility, dental hygiene, blood markers. raw data showing health improvements is your golden ticket. obviously, this has to actually work for you to continue.

the go-to-market is dead simple.

start with instagram. but not boring product shots. pure emotion.

show a 12-year-old golden retriever playing like a puppy again. that video is worth 10,000 words of marketing copy.

test two core ad angles: the dramatic transformation (old dog bouncing like a puppy) vs the science angle (vet explaining nutrient gaps).

let the data tell you which hits harder. then scale the winner across platforms.

split test headlines mercilessly. "your dog's water is empty" vs "the missing piece in pet health" vs "why vets are adding this to their dogs' water." the first 3 seconds determine if they stop scrolling.

pricing strategy is key. launch at $97/month for the premium formula. seems steep. but dog owners spent $50B on premium pet food last year. they'll pay anything for their best friend if it means longevity

distribution playbook

sign 50 pet instagram accounts with 100K+ followers. focus on authentic before/after stories. partner with three top pet youtubers for long-form content showing real results. target facebook groups full of obsessive dog moms, sponsor dog longevity events.

for manufacturing see if you can partner instead of figuring it out yourself. five supplement manufacturers already make pet vitamins. partner with the best one. modify their base formula. add your premium ingredients. partner with a water company. skip 36 months of R&D.

find a veterinary researcher who can be the face of the brand. the dr. huberman of pet health. let them tell the story about why regular water and kibble just isn't enough anymore. this is your master stroke.

tldr;

build exclusivity first. premium product, premium price. once you own the high end, launch the $29/month "essentials" formula. the real money is in mass premium.

that's it. the whole playbook. pet wellness is a $10B market growing 30% yearly. the first brand to own "premium pet supplements" walks away with a billion dollar exit.

and if you can make the lives of our best friends happier and healthier, that alone is super cool.

pet longevity is about to be a MASSIVE space. i share trends like this to get your creative juices flowing.

someone's going to build this. why not you?

[Billy Howell @billyhowell]

@JSpiegel2 Free haha Elon is a real one

[Billy Howell @billyhowell]

I just got @billyhowell from the X Handle Marketplace! Get your own at https://t.co/E9jVdbH2Xz

[Billy Howell @billyhowell]

@finn3v Hard to take him seriously when I've never seen him in Chrome or do a money spread before.

[Billy Howell @billyhowell]

@carsonbhoffman Very bullish on skit style ads. Who's making the first skit agency?

[Billy Howell @billyhowell]

@cdolan04 Your other tweets provided way more value but this one got you the follow.

[Billy Howell @billyhowell]

Get him on Iron Paws

[Bryan Johnson @bryan_johnson]

I got a dog.

Dog owners have about a 24% lower risk of dying early.

What should I do now?

[Billy Howell @billyhowell]

@boardyai @andrewdsouza @pageboy haha love it! Let's def talk

[Billy Howell @billyhowell]

@BillDA Lets do it!

[Billy Howell @billyhowell]

Made a tweet about hiring and this page immediately replied with this target tweet.

How do I invest in this company?

[Billy Howell @billyhowell]

@_nickpac Sounds interesting. Lets def talk

[Billy Howell @billyhowell]

After moving sideways for the past 9 months at around $1M per month, my dog supplement brand Iron Paws is picking up steam and we're ready to take things to the next level.

We are looking to hire A+ players in any and every role.

If you love dogs want to join a fast growing and innovative company with ambitions of becoming the #1 brand in the pet supplement space, we want to meet you.

Make your elevator pitch in the replies and if you pique my interest I will reach out. 👇

[Billy Howell @billyhowell]

@_bsprouts I love this. Let's defintiely talk.

Also my brother lives in San Diego with his rescue dog Roxy. You guys should feature her.

[Billy Howell @billyhowell]

Run more facebook ads

[Billy Howell @billyhowell]

@jforjacob Male version of those sugar babies who post about manifestation lmao

[Billy Howell @billyhowell]

@vlflaze i dont see a use for it personally but we'll see. looks like a cash app clone to me.

[Billy Howell @billyhowell]

Wow Elon just gave everyone $15.

Finally a trillionaire who gives back 🙏

[Billy Howell @billyhowell]

@loadingalias @chrishlad Massive psyops are always required

[Billy Howell @billyhowell]

Hot take: It's 2026, you can move to the middle of the Amazon with a Starlink and still run up M's. Sure being around other rich people has it's advantages but real ones can figure it out anywhere on the map.

[Ben Sage @ben_sage]

I don’t think people realize how much their location can impact their life.

Before I moved to SF, I was struggling to make $10k/month from apps.

Now anything less than 100k/month is a bad month. SF saved me.

Prove me wrong?

[Billy Howell @billyhowell]

@JSpiegel2 Time to shut it all down :/

[Billy Howell @billyhowell]

People act like founders of billion dollar companies just aren’t on twitter lmao.

Loser mentality. Oh and the richest guy in the world literally owns the app btw.

[Abdurahim @abdushodmonov]

@umzrs No one on twitter will get anything close to that