Business idea and Achievements

DogUp is an innovative startup specializing in creating personalized diets for dogs, with the goal of ensuring they receive healthy, varied, and balanced nutrition. Each diet plan is tailored using an advanced proprietary algorithm that carefully analyzes the specific information provided by the owner. Key factors such as breed, age, weight, activity level, health status, temperament, and any food intolerances or allergies are considered. The technology was developed in-house by the company, while scientific support and integration were provided by:

• LampoVet, a specialized partner consisting of veterinarians with expertise in gastroenterology, nutrition, and animal microbiota modulation;
• Prof. Paolo Mongillo, co-founder of DogUp and Associate Professor of Veterinary Physiology and Ethology at the University of Padua.

This highly personalized approach enables DogUp to create an optimized diet for each dog’s unique needs, ensuring not only balanced nutrition but also an overall improvement in the animal’s health and well-being.

DogUp offers nutritional plans that integrate a range of high-quality, easy-to-serve foods, including:

• Kibble with easily digestible, responsibly sourced protein;
• Wet food made with animal proteins, rich in flavor and free from colorings or chemical additives;
• Vegetable side dishes that balance taste and provide essential nutrients and fiber;
• Functional snacks designed to satisfy the dog’s appetite between meals while supporting dental health, skin and coat health, immune system function, and proper digestion.

Each month, the food is delivered directly to the customer’s home, ready to be portioned according to the provided instructions, making dog nutrition management simple. Additionally, with a regular evaluation system, the owner can track the effectiveness and enjoyment of the diet, allowing DogUp to make any necessary adjustments to ensure the plan remains optimal for the dog’s well-being.

Between 2023 and early 2024, DogUp dedicated time and resources to validating its offering. Through in-depth research on thousands of dogs, the company identified the specific needs of the animals while also seeking to meet the expectations of their owners. DogUp selected the best producers, refined recipes, and optimized logistics and payment systems. Every stage of the process, from customer relationships to the scientific validation of the diet, was thoroughly tested. With 50 satisfied users confirming the service’s quality through recurring orders, DogUp aims to reach 1.000 customers by the end of 2025.

The company is also developing DogUppy, a wearable device that, when connected to a dedicated app, will monitor the dog’s health and activity. This technology will allow DogUp to gather additional valuable data to enhance its algorithm, develop new products, and strengthen customer loyalty.

Use of funds

Whether the minimum or maximum funding goal is reached, the capital raised through this equity crowdfunding campaign will be used by the company to implement and improve the following operational areas:

• 40% for marketing activities and customer service;
• 40% for technological development (implementation of the algorithm and artificial intelligence, DogUppy wearable device, and DogUp application development);
• 10% for logistics and warehouse services;
• 10% for scientific research.