Dig

Dig is a dating app for dog lovers.

It’s targeting the online dating market, which generated $4 billion in revenue in 2017.

Match Group (NASDAQ: MTCH), one of the industry leaders, has acquired more than 25 competitors since 2009.

For example, in 2015, it acquired Plentyoffish for $575 million, and it also acquired OkCupid, Tinder, and Hinge.

Dig is targeting the 55% of single adults in the U.S. who are pet owners. Specifically, the company is targeting “millennial” dog owners between 25 and 35 who live in U.S. metro areas.

Millennials represent 35% of all pet owners. According to company research, not only do users in this demographic have a strong attachment to their pets, but they are very comfortable using technology and mobile apps.

According to a recent survey of Match.com users conducted by PetSmart, 70% of singles think their dates’ reaction to their pet is important. And a survey from Wag, a mobile app offering dog-walking services, found that 86% of respondents would break up with their significant other if they didn’t like their dog.

Dig brings dog owners together by offering unique pet-centric features not found on other dating platforms.

The app enables users to easily plan a dog-friendly date, and uses machine learning to recommend dating profiles for users based on their pets.

As users interact on the app, Dig gathers information and data not only to better recommend potential matches for users, but to sell that information to companies in the pet technology industry.

Monetizing data is just one of several revenue streams Dig plans to implement, including:

• In-app advertising: Companies will pay to be featured on the app’s “daily deal” section or throughout the platform.

• Event Sponsorships: Dig has partnerships with WeWork to host sponsored, pet-related events.

• Monthly Subscription Tiers: Once the app reaches 100,000 users, the company will offer tiered subscriptions that will provide additional features.

Dig launched in February 2018 and has already attracted more than 14,000 users.

The company was showcased at the 2018 Pets & Money Summit Spotlight, an annual event connecting executives and emerging companies in the pet industry.

Dig completed the 2018 MassChallenge Accelerator, a program offering early-stage companies office space and mentorship. In addition, the company was one of six featured at Purina’s Pet Care Innovation Prize Showcase in August 2018.

Moving forward, Dig plans to host multiple events per month in order to increase brand awareness and generate new partnerships. The company will also work with pet companies BarkBox, PupJoy, and Pet Supplies Plus to explore potential promotional campaigns.

Team Background

Keith Isaacson - Co-Founder

Keith brings previous startup experience to Dig, having worked in industries including medical, property development, and food & beverage. He serves as a company co-founder along with his family members, Casey and Leigh.

Throughout his career, he founded five medical startups, and completed two successful exits.

He has served as a physician with the AAGL, an association of laparoscopic surgeons, for 30 years.

Keith graduated from Harvard Medical School.

Leigh Isaacson - Co-Founder & CEO

Prior to starting Dig, Leigh was an adjunct professor at Tulane University, where she taught Media Studies to journalism students.

She was formerly the Southeast Louisiana Regional Director of Coastal Conservation Association, a non-profit focused on conservation and protection of Louisiana’s beaches and bodies of water.

For more than six years, she was a TV news reporter for multiple stations in New York and Louisiana. She focused on investigative reporting, specifically in local political and education systems.

Leigh earned a Bachelor’s degree in Broadcast Journalism from Syracuse University and a Master’s in Homeland Security from Tulane University.

Charles Feinn - Chief Technology Officer

Charles is Dig’s technology expert and has experience with product design and mobile app development.

He previously founded AppSimple, a company focused on creating mobile applications. In addition, he served six years as President of MobBase, a platform designed to help musicians build and manage their own mobile apps.

He served as a product specialist for Adecco Staffing, a company providing recruiting and staffing services to businesses.

Charles earned a Bachelor’s degree in Neuroscience from UCLA.

Casey Isaacson - Co-Founder & Chief Creative Officer

Casey has more than six years of creative design experience, having worked at several different advertising agencies.

She was Senior Art Director for The&Partnership, an ad agency, where she served notable clients including The Wall Street Journal, Whitney Museum of American Art, and Chicos.

In addition, Casey was former Art Director of Figlilo & Partners, another ad agency, where her clients included Macy’s, Marriott, Sprint, and Carnival.

She earned a Bachelor’s degree in Communications Design and Art Direction from the Pratt Institute.

Co-Investors