The Business I Built From My Garage Was Weeks Away From Failure. Then I Had an Idea That Helped It Grow 6,000% in 2 Years. When Daniel Haarburger's dog Milo was recovering from surgery, the founder had a business breakthrough.
By Amanda Breen Edited by Jessica Thomas
Key Takeaways
- Woof, incorporated in 2019 with a focus on dog leashes, struggled to get off the ground amid pandemic pressures.
- Haarburger's decision to experiment with an innovative dog toy set the brand on an impressive growth track.
This as-told-to essay is based on a conversation with Daniel Haarburger, founder and CEO of Woof, a dog toy startup that experienced 6,000% growth from 2021 to 2023. The piece has been edited and condensed for clarity.
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Before I started Woof, I was doing design and licensing for other companies. I had what we like to call mailbox money coming in from inventions I'd developed, which was really nice, but it was frustrating not to be able to control the way that the products were brought to life. I thought I could innovate more effectively if I had greater control of the storytelling, marketing, messaging, customer education, etc.
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