Barkbox

6.6 million dogs in America have a birthday every month. Barkbox ships are themed box of toys and treats for $35 monthly to dog owners who celebrate their pets more reliably than themselves. The average subscriber stays 11 months. Churn is lower than Netflix. Dogs do not change their preferences or ask to cancel. Barkbox launched in 2012. Two toys, two bags of treats, one shoe in a themed monthly box. The differentiation was the unboxing experience designed for social media. Dog owners filmed their pets ripping open boxes. The videos went viral. Customer acquisition cost dropped to $18 because customers created the marketing for free. By 2020, Barkbox had two million subscribers generating roughly 500 million annually.