How to Start a Dog Treat Business: A Step-by-Step Soft Launch Strategy
Launching a dog treat business is exciting, but also a little scary—especially if you’re a first-time entrepreneur. That’s where a soft launch comes in. Instead of jumping straight into a full launch, a soft launch helps you test, refine, and gain confidence before going all in. Think of it like a practice run that allows you to gather real customer feedback, work out any kinks, and make sure your treats are a hit!
In this guide, we’ll walk you through how to successfully execute a soft launch, from preparing your business to handling orders and using feedback to grow. Let’s dive in!
What is a Soft Launch & Why It Matters
A soft launch is a low-pressure way to test your dog treat business with a small group of customers before opening to the public. It allows you to:
How It Differs from a Full Launch:
Soft Launch: Limited audience, flexible adjustments, testing phase.
Full Launch: Open to all customers, full marketing push, set operations.
Example:
Lola, a new dog treat baker, wasn’t sure whether peanut butter or pumpkin treats would sell better. Instead of guessing, she soft-launched small batches to test the market. The result? Peanut butter treats became her best-seller.
Soft launching lets you test which treats your customers truly want.
Preparing for Your Soft Launch
Before you sell your first treat, make sure your business is ready to impress.
Finalize Recipes, Branding & Packaging
Are your treats consistent and safe to store?
Does your branding appeal to dog parents?
Is your packaging food-safe and professional?
Lola’s Lesson: She started with plain plastic Ziploc bags and sharpies to write the flavor but realized customers preferred resealable pouches. This simple upgrade made her brand feel polished and trustworthy.
Comparing simple clear packaging with a professional kraft pouch shows how presentation impacts perceived quality.
TreatArmor™
Want your treats to look professional and stay picture-perfect during your soft launch?
Grab the TreatArmor™ Icing Recipe →
Set Up Your Online Presence
You don’t need a full website, but you need a place for orders:
Social Media (Instagram, Facebook, TikTok) – share your story and accept DMs.
Google Forms or JotForm – quick order forms.
Basic website (optional if you’re scaling soon).
Create a Simple Marketing Plan
Post teaser content and countdowns.
Offer early-bird specials (discounts or free samples).
Ask friends and family to spread the word.
Example:
Lola launched a VIP Taster Club—a sample pack for her early customers. They loved it and shared photos online, giving her free marketing.
Early customers sharing their experiences online helps build buzz.
Announcing & Executing Your Soft Launch
Spread the Word
Your first audience should include:
Friends and family. Don’t forget coworkers.
Local dog park visitors or pet store owners.
Social media followers.
How to Announce It:
Post a launch countdown on Instagram and Facebook.
Send personal messages to close contacts.
Offer a first-time buyer special.
Example:
Lola posted a behind-the-scenes video of her baking process: “BIG NEWS! My soft launch starts Saturday—get ready for tail-wagging treats!” She had preorders within hours.
Behind-the-scenes content builds excitement and trust.
Join the Community
Want more soft launch tips and feedback from other treat bakers?
Join the Dog Treat Bakers Facebook Group →
Handling Initial Orders & Challenges
Taking orders can feel chaotic, but simplicity is key:
Use Google Sheets or Trello to track orders.
Send quick thank-you messages.
Communicate pickup, delivery, or shipping clearly.
What If Things Go Wrong?
Wrong order? Apologize and include a free bonus.
Sold out? Set batch limits and create a waitlist.
Cancellations on pre-orders? Offer extras to someone else.
A simple order tracking system keeps you organized during a soft launch.
Gathering Data & Making Adjustments
Your soft launch is a learning phase.
What to Track:
Which flavors sell best?
Average order size.
Customer feedback (taste, packaging, price).
How to Collect Feedback:
Send a simple Google Form survey.
Ask customers directly.
Encourage social posts and testimonials.
Example:
Lola learned customers loved her peanut butter treats but wanted smaller training-sized bites. She adjusted her offerings and sold out at her next event.
Customer feedback often sparks great new product ideas.
Dog Treat Pricing Toolkit
If you’re testing your pricing during your soft launch, this tool is a lifesaver.
Get the Dog Treat Pricing Toolkit + Wholesale Success Guide →
Transitioning to a Full Launch
After refining your products and systems, it’s time to level up.
Signs You’re Ready:
Professional packaging is locked in.
Your order system runs smoothly.
Customers love your treats and keep coming back.
Next Steps:
Expand marketing (ads, partnerships, or influencers).
Stock up on ingredients based on demand.
Stay connected with your early customers—they’re your biggest supporters.
A successful soft launch sets the stage for a thriving full launch.
Every big business starts small
Your soft launch isn’t just a test—it’s your foundation for success. Keep learning, improving, and building momentum. Before you know it, you’ll have a thriving dog treat business!
Warmest Woofs,
Kara 🧡
