Stay focused and mitigate risk

Felcana is a Digital Pet Health Platform

Please introduce yourself and your startup Felcana to our readers!
I’m James Andrews, the CEO, Co-founder and qualified Veterinary Surgeon of Felcana, an intelligent pet care start-up based in London. Felcana uniquely combines state-of-the-art artificial intelligence, machine learning and veterinary expertise into a Digital Pet Health Platform to help predict, simplify and treat over 90% of health issues for dogs and cats. Controlled via a mobile app, Felcana integrates robust data that tracks and monitors activity and behavioural patterns, helping owners understand what is ‘normal’ for their pet.

How did you get the idea to Felcana?
The idea originated following my own frustrations as a Veterinary Surgeon when I relied heavily on pet owners’ observations to spot subtle changes in behaviours and habits and provide triage advice. This was particularly difficult when trying to accurately identify early signs of illness and limit the progressive discomfort of pets, who can’t voice how they feel.

Digital advancements in the pet care industry have been lagging behind those in human healthcare and I recognized the need to change this.

How difficult was the start and what challenges you had to overcome?
Felcana has been an amazing journey so far – we’ve had many hurdles to overcome and had some great achievements already. The main challenge has been around funding because part of our platform is centred around hardware and electronics, therefore we have relied heavily on external financial support. Fortunately we have raised over £445k of Innovate UK grants and were recently listed in the top 10 European pet start-up to watch in 2018 and awarded from Spark, Innovate UK and Pitch@Palace.

Who is your target audience?
Felcana’s target audience is devoted pet owners who are invested in looking after their pet’s health. Felcana will suit those who work long hours, outsource pet care or are engaged with emerging trends. They will adopt Felcana products to monitor their cat or dog’s activity, to gain unique insights into their pet’s health and to reinforce the pet-owner bond. Owners looking after a pet with an illness or condition-prone breed will benefit from health monitoring and remote digital pet healthcare services.

In the UK, we are lucky to have many pet insurance providers, so targeting these companies with our tech products is a key area of focus as well.

What is the USP of your startup?
Developed by vets, Felcana are building the world’s first Digital Pet Health Platform to provide intelligent pet care products to owners, vets and pet health professionals. We’re combining real-time data collection with artificially intelligent statistical analysis and coherent insights to help owners and vets to identify early signs of health problems that are otherwise unidentifiable at any time, from any location!

Can you describe a typical workday of you?
Every morning I’ll arrive at the office in Somerset House and check and respond to my emails. We have a daily team stand up to discuss each department’s latest updates and I’ll spend the rest of my morning catching up with investors, key partnership contacts and the commercial team about key priorities and focus. I’ll grab lunch and sit out on the terrace with the team and the office dogs.

During the afternoon I typically focus on the business strategy side, ensuring each team is aligned to the vision of Felcana and working on pitch pack collateral for new business engagement.

Where do you see yourself and your startup Felcana in five years?
In five years I’d like to have built a globally recognised animal health technology business which continually delivers new product innovation and customer satisfaction.

What 3 tips would you give other Start-up founders on the way?
Stay focused and mitigate risk
Get comfortable with the uncomfortable
Do anything and everything

More information you will find here

Thank you James Andrews for the Interview

Statements of the author and the interviewee do not necessarily represent the editors and the publisher opinion again.

Sabine Elsässer

Sabine Elsässer is founder and chief editor of the StartupValleyNews Magazine. She started her career at several international direct sale companys. Since 2007 she works main time as a journalist. While that time she learned more about the Startup Scene, what made her start her own Startup Magazine the StartupValleyNews.

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