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Dog Heroes uses revenue-based financing to provide healthy doggy meals

Dog Heroes uses revenue-based financing to provide healthy doggy meals

Here’s the story of a D2C wellness brand called MyLab Nutrition, started by Daniele Fumi (CMO) and Gianluca Perra (CEO). Viceversa growth capital was deployed in February 2022 and we continued to invest incrementally in the company every quarter, helping it sell on multiple marketplaces.

Kasturi Roy

Content Designer

Hi, I'm an India-raised, Italy-based Content Designer & Strategist dabbling in delightful user experiences. A maximalist by nature, and minimalist in practice. Say hi to me on LinkedIn.

Dog Heroes launched in November 2019 to disrupt the way people feed their pets, offering freshly prepared healthy meals to help them lead longer and happier lives. They offer the perfect proposition to pet parents who believe healthy eating is the best form of preventive healthcare for their dogs. Let’s look at how revenue-based financing for Dog Heroes helped it grow exponentially 


We are proud to share stories of entrepreneurs who have chosen to be part of Viceversa Impact, our open network created to support the growth potential of digital businesses.

We celebrate digital companies that make an impact on people and society (and in this case, our furry friends), and we highlight the success factors behind the growth of these businesses. 

The problem

Marketing investments are a crucial part of Dog Heroes’ growth path. Especially, since they are bringing to the Italian market a radically innovative product and business model (subscription-based). They believe that majority of pet parents are still not aware of the possibility to give their dogs home-cooked meals. This brought about the challenge for Dog Heroes to build awareness and trust toward their brand. They are looking to reach out to customers who are mainly women, between the age of 30-55.

The solution: revenue-based financing for Dog Heroes

One way to tackle the problem was through Viceversa’s revenue-based financing for Dog Heroes. They received a funding of 200k€ over 12 months.

Thanks to growth capital we have been able to invest in digital marketing with the right timing. This combined with effective content and channel strategy allowed us to reduce CAC by 36% YoY

Pierluigi Consolandi, CEO Dog Heroes
DogHero KPIs new Viceversa

Revenue-based financing for Dog Heroes was easy and fast. Raising debt from banks requires lots of paperwork and time, with uncertain results, especially for an innovative start-up at the beginning of its journey. Viceversa is the perfect partner for entrepreneurs with a new venture.

Pierluigi Consolandi, CEO Dog Heroes

Dog Heroes’ marketing vision

Their goal is to offer a “frictionless” pet food service. In 2023, they want to launch a new line of healthy meals, and they will enter the B&M retail channel (pet stores). Their marketing efforts will be focused on engaging and educating customers about all the exciting initiatives they are rolling out.

Dog Heroes X Viceversa: Where is it going?

Being able to raise capital from different stakeholders/partners is crucial for entrepreneurs to grow their businesses. And, this is especially hard during this challenging period. Every entrepreneur needs to find the right balance between equity and debt, depending on the development stage of the company and the short-term sustainability of the business.

We will definitely keep working with Viceversa in the coming months to make an increasing number of Italian dogs healthier and happier.

Pierluigi Consolandi, CEO Dog Heroes

Check out our other Impact Stories.

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