Billy Howell

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

[Billy Howell @imBillyHowell]

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 @imBillyHowell]

Wait since when can you add a reaction to an email on Gmail? First time I've seen this.

[Billy Howell @imBillyHowell]

Selling info is dead.

Thanks to AI, information keeps getting cheaper and more available making it nearly worthless.

What you should be selling instead is "access"

Elite universities realized this years ago.

And that is why they continue to thrive as less prestigious schools struggle.

Companies trust that schools like Harvard will provide them top tier talent thanks to a strict admittance process, top professors, and a rigorous academic schedule.

And because of this, a Harvard degree gives you access to a world of opportunities.

You can follow these same principles to create a high ticket community that vets, initiates, and then connects members with top tier companies who need them.

This can literally be done in any niche, and in fact, I utilize communities like this to source top tier content creators every day.

[Billy Howell @imBillyHowell]

@shalevhvs Didn't realize Yang Mun had solid YouTube following too.

You should try long form "best of yang mun" videos on there. Could crush.

[Billy Howell @imBillyHowell]

@PaulNiklas8 Just DMed you

[Billy Howell @imBillyHowell]

This is a cult not a company and the downfall will make for a great documentary one day

[Harry Stebbings @HarryStebbings]

"If you are not working 7 days per week, you are going to lose".

Corgi Insurance is the most intense workplace culture in startups.

- The company works 7 days per week.

- Founder (@nico_laqua) lives and sleeps in the office.

- He built a cafe in the office because there was no local cafe that was open 24/7.

- 2/3 of the first 30 team members have the Corgi logo as a tattoo.

Today I went behind the scenes with Nico, who has used this culture to scale the company to a $2.6BN valuation in just two years.

My condensed notes below:

1. If You Are Not Working 7 Days Per Week, You Are Going to Lose:

Whatever you can get done in 5 days, you'll get more done in 6 and 7. If you are trying to solve the world’s hardest problems, a standard 5-day workweek will not cut it.

2. Work Trials Repel the Mediocre:

Corgi forces candidates into mock work trials over the weekend. If seeing a full office on a Saturday scares them, they don't belong. True intensity acts as a natural filter to attract killers and repel clock-watchers.

3. Lead from the Front Lines

You can’t demand 7-day weeks while sitting on a yacht. Nico sleeps 3–4 hours a night on a mattress inside the office. If you want your troops to bleed, you have to be in the trenches with them.

4. Culture Only Means One Thing: Winning

Forget superficial jargon like "hackers" or "ex-founders." Strip away the corporate fluff. A great startup culture is aggressively optimized around one single word: Winning.

5. Lifespan vs. Victories

Building something world-historic requires radical sacrifice. When asked if he'd rather build a trillion-dollar company and die at 50, or fail and live to 80, the answer was easy. "I would rather measure my lifespan in victories."

6. Reject the Comfort of "Quiet Quitting."

If you are operating in a hyper-growth environment and your days off happen to be Saturday and Sunday every single week, you are quiet quitting. To win, you must deliberately bypass the off-ramps of personal comfort and low volatility.

Corgi isn't for everyone—and that’s exactly the point.

[Billy Howell @imBillyHowell]

I love when people on here say "This video is 100% AI" and then post a video that even a facebook boomer could tell is AI generated.

[Billy Howell @imBillyHowell]

Everyone should have multiple Instagram, Facebook, and TikTok accounts right now

Because of how the algorithms currently optimize, you should only be posting one content style per page

So if you want to test a new style, you're better off making a brand new page even if your main page has a huge following

When you post one style over and over the algorithm gets insanely dialed and you never want to compromise that

[Billy Howell @imBillyHowell]

@austinosalzillo Thanks bro! we source many of them from groups but all training is done internally.

We have a great in house management team and I am very involved in the that side of the business as well.

[Billy Howell @imBillyHowell]

From age 27 to 32 my life felt like a constant uphill battle.

I struggled with gambling addiction, moved to a new city, had a falling out with 2 of my closest friends, ended a 2 year relationship, and had multiple failed businesses.

Looking back, the only thing that kept me going was that I never stopped creating videos.

The affiliate commissions from these videos kept me making progress and gave me purpose and direction on the many days when seemingly nothing else did.

Plus the skills I learned and the cash flow I received from creating these videos are the reason why now I can proudly say at age 33...

- I own a 7 figure per month dog supplement brand
- I've paid my creators multiple 6 figures in commissions each month for the past 7 months
- I've helped several friends launch and scale brands by building them a killer creator team
- I'm in the best physical and more importantly mental place I have ever been in my life
- I can confidently say life no longer feels like an uphill battle

This is why I am so extremely passionate about telling everyone I know to just start creating content.

It quite literally changed my life, and I've met so many people whose life was changed as well.

[Billy Howell @imBillyHowell]

Sucks that Drake tainted his legacy by being a shill for a predatory gambling site

[Coinvo @Coinvo]

WILD: Drake has reportedly placed a $1 million bet on Arsenal to win the Champions League Final against PSG today! 🤯

[Billy Howell @imBillyHowell]

@carsonbhoffman If you're not milking every possible content type out of all of your IRL events in 2026 you're NGMI.

Another one most brands miss on is when they go to industry conventions and don't have a camera rolling the entire timed. Missed opporunities!

[Billy Howell @imBillyHowell]

Who follows this page?

I have so many questions.

28,728,477 posts

Created in March 2016 ( ~2,600 days ago)

Which means it has posted 11,049 times per day on average

How? Why? What?

[Billy Howell @imBillyHowell]

@alecsandrull Quiet down please

[Billy Howell @imBillyHowell]

A Pope clipping campaign would do insane numbers and revive the Catholic church but most people aren't ready for that convo

[Pope Leo XIV @Pontifex]

Deep inner suffering inevitably arises when the human person is reduced to performance, consumption, or a statistical datum. Many young people today live under the yoke of expectations to perform, immersed in an exasperated competitiveness that generates anxiety, fear of not measuring up, and disorientation.

[Billy Howell @imBillyHowell]

@finn3v my guy 🤝

[Billy Howell @imBillyHowell]

There is such an insane amount of opportunity right now in the AI content space that doing anything besides locking TF in feels extremely irresponsible.

[Billy Howell @imBillyHowell]

@breallstrong These are sick

[Billy Howell @imBillyHowell]

@breallstrong I’m very bullish on dystopia to be fair

[Billy Howell @imBillyHowell]

Just asked Claude to design a Banana Water brand and create a billboard ad for it and it one shotted this…

[Billy Howell @imBillyHowell]

People will obsess over their favorite cartoon or a movie full of computer generated imagery

Then leave hate comments on every AI generated video they see on social media

AI has simply lowered the barrier to creating high quality video content. And this is a great thing for society.

You used to need a ton of money and a huge team to create a show or a movie

Now you only need a great idea and the right tools

This will only raise the bar for entertainment quality as more and more people are now able bring their ideas to life