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Introducing an innovative line of collapsable pet cages from Tokyo Pet Cage Co. to the U.S. market was the inspiration behind InterpetWest which was established in Marina del Rey, California.

The cages were introduced to Pet stores in southern California and were also available for direct purchase. It did not take me very long to learn several lessons from the shortlived experience:
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3 Lessons Ralf Learned From This Startup Experience

It is important to be able to fully identify with the industry that you are in. The pet industry was not one that I could readily identify with, let alone be passionate about.
It is best to avoid bulky products that require storage and are expensive to ship. Ideally products should be made to order and sold in bulk.
Innovative design and competitive pricing are essential ingredients for a successful new product introduction.