Former Procter & Gamble marketer and Petbrosia CEO Keith Johnson has launched PawedIn, which combines a social network and content hub for pet owners, a directory of veterinarians and pet service providers, and a digital agency for local pet businesses and national brands.
PawedIn, a media-agency mixed breed, is a digital agency built around a social network and marketplace. Johnson and PawedIn are working out of Cintrifuse, a venture fund and service hub for startups backed by Procter & Gamble, among others.
PawedIn went live earlier this month and began migrating its 100,000 Facebook followers to the site. The startup also launched a focused city-by-city rollout in Atlanta.
People on PawedIn can create profiles for their pets, link those to their vets, groomers and other pet professionals, and review the providers. The site will automatically add listings of pet providers from databases as it moves into new cities.
Johnson believes that the PawedIn model is one that will ultimately extend beyond pets.
“As people become much more focused on inbound marketing specifically, they’re going to become experts in specific niches,” Johnson said. “It’s so easy to spend inefficiently online if you don’t know what you’re doing.”