How a Female Student-preneur Disrupted the Pet Industry
TRSM students and co-founders Senia Wang and Zach Sheng pitched their startup, Charmy Pet (external link) , on Season 17 of Dragons' Den (external link) . They asked for $100K for 10% of their company and received $100K for 25% of their company from Dragon Manjit Minhas. We caught up with Senia to see where Charmy is now. Senia and Zach were members of the DMZ.
Ever since my teenage years, I've had dreams of establishing my own brand. This dream turned into reality when I was presented with the opportunity to join Charmy Pet as a Co-founder.
Charmy Pet began with...
My partner, Zach Sheng, and a poignant memory of his first dog named Kimi, a beautiful Golden Retriever. Kimi was diagnosed with liver cancer and a brain tumour. After Zach and his family discovered that the root cause was improper nutrition, primarily from conventional kibble filled with unnecessary fillers and preservatives, Zach was determined to help other dog owners avoid the same heartbreaking experiences they had gone through. And so, Charmy Pet was born.
I embarked on my journey with Charmy Pet at the age of 20, during the young stages of my career and academic life. As the proud cat mom of Ivy, a Bengal cat, I was instantly captivated by the pet industry. Being an immigrant and a female founder in this space, I see it as my duty to bring a unique perspective, especially since a significant portion of our consumer base is female.
Ever since my teenage years, I've had dreams of establishing my own brand in the market. This dream turned into reality when I was presented with the opportunity to join Charmy as a Co-founder.
Charmy Pet has been committed to enhancing the lives of dogs through natural nutrition. We cater to the dietary needs of dogs, offering premium, single-ingredient treats to Canadian pet parents. Our most recent endeavor involves a collaboration with the University of Guelph, through which we have introduced a unique freeze-dried pet food formula that synergizes with traditional Chinese medicine principles. Crafted keeping a dog's health and longevity in mind, Charmy sources real, fresh ingredients ethically and sustainably from local farmers. We take pride in our transparency, ensuring pet owners are fully informed about the origins of our products.
The DMZ offered us marketing, legal, and financial support throughout our journey. Most importantly, they helped us evolve and become better founders.
Charmy Pet made an appearance on the iconic Canadian TV show "Dragons’ Den." We captivated viewers in season 17, episode 9, and as a testament to our dedication and quality, Charmy has been recognized among the top-rated pet products in the Dragons’ Den Hall of fame.
We practiced our pitch countless times - during walks, in the shower, and even in our dreams. We felt well-prepared for the show, but seeing the Dragons in person was a unique experience. They looked just like they did on TV! It feels like just yesterday to me.
Before stepping onto the stage, we were a bit nervous. However, once we were there, the nerves went away. We put on our game faces, ready to impress the dragons and the millions of Canadians watching the show.
After the show…
Aired nationwide in Canada, Charmy saw tremendous growth. We expanded from 50 retailers to over 500 pet specialty stores, including well-known names like Bone & Biscuit, Tail Blazers, Bark and Fitz, Global Pet Food, and many independently-owned pet shops. Many Canadians recognized us from trade shows, and retailers have been deeply moved by our story. We are genuinely thankful for the exposure from the show.
One of the biggest challenges….
I faced on my entrepreneurial journey was during Charmy's early days. Due to the pandemic restrictions, stores weren't accommodating walk-ins, which led us to cold-call pet stores across the GTA. Without any sales background, coupled with my English still adapting — especially since I had only been in Canada for a year — I'd make 50 calls daily. Out of these, just about 5 would express interest, and only 1 would finalize into a deal. Reflecting on that journey and seeing how far we've come, I'm filled with gratitude.
Having majored in business at the Ted Rogers School of Management with a focus on Hospitality Business Management, I applied many hard skills I acquired during my studies to Charmy, including accounting, business law, and sales. In my first year at Toronto Metropolitan University, I learned about the DMZ, one of the world's top startup incubators. After being accepted into their one-month Bootcamp, Charmy progressed to the 18-month Incubator program. The DMZ offered us marketing, legal, and financial support throughout our journey. Most importantly, they helped us evolve and become better founders.
If I could go back in time…
I wouldn’t change a thing. I believe that many first-time entrepreneurs, including us, begin their journey with a certain naiveté. Had we known the challenges that lay ahead, we might have hesitated to start. Everything happens for a reason, providing opportunities for growth and learning.
Running a business has its highs and many lows. Cherish the journey rather than just the outcome, and always recall the reasons you embarked on this path, holding onto the mission and values.