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Start Your Business Success Stories

Behind the Business Plan: Neater Feeder

Behind the Business Plan: Neater Feeder Neater Pet Brands president Fernando Becattini, Jr. / Credit: Neat Feeder

Ever wonder how successful businesses get started? Do they start with a structured business plan and stick to it or do they evolve over time? BusinessNewsDaily asks small businesses to take us behind the scenes and reveal the truth about the struggles of starting and running a small business.

This week's Behind the Business Plan features Neater Feeder a product by Neater Pet Brands. The company makes a product called the Neater Feeder mess proof pet feeding system. The Neater Feeder was inspired by a dog named Duke, who was rescued by the company's presidents Fernando Becattini, Jr.

Duke was a sweet and lovable dog, but he had a nose for finding trouble and absolutely no table manners at all. In fact, on more than one occasion the Becattinis found Duke standing on top of the dinner table eating the leftovers off the plates. They even caught him eating fried eggs out of the frying pan on the stovetop while they were still cooking. However, there was a silver lining in Duke's sloppy dining habits. The mess Duke and his sister Dakota made when eating and drinking would eventually inspire the creation of the Neater Feeder. Fernando Becattini, tell us about the reality behind the Neater Feeder business plan.

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BusinessNewsDaily: How long have you been in business?

Fernando Becattini: Neater Pet Brands was founded in 2009.

BND: Did you have a formal business plan or did your business just evolve naturally?

F.B.: Neater Pet Brands has a formal business plan.

BND: Either way, how close has your business stayed to what you originally envisioned it to be?

F.B.: It has stayed reasonably close to what we originally envisioned it to be.

BND: How did you finance the business at the beginning or at any time you were in business?

F.B.: Neater Pet Brands was financed through multiple fundraising rounds with friend & family investors.

BND: How much did you invest?

F.B.: More than $2 million.

BND: If you had it to do over again, what would you do differently when starting your business?

F.B.: Get our retail packaging right from the beginning.

BND: What's your best advice for someone with a great business idea who wants to give it a shot?

F.B.: My advice to someone with a great business idea who wants to give it a shot would be to attend a couple of trade shows in their industry. This will help them to determine how unique their idea really is and also give them an idea of what they’re up against in terms of competition, marketing resources, etc.

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