SniffSpot has come a long way since David Adams wanted to get his dog some exercise.
Adams launched a marketplace four years ago in Seattle to connect dog parents with homeowners. The idea was to give dogs an alternative to the dog park, and generate passive income for people with extra space on their property.
It caught on. Sniffspot is now active in every U.S. state across 3,600 cities and has signed up more than 20,000 hosts — a number that’s increasing 15% each month.
The company’s growth comes as pet adoption surged during the pandemic. Demand for off-leash dog parks is also rising in cities like Seattle, which said last month it will study more than 30 new potential sites in response to the “exponential growth we’ve witnessed of the number of dogs among Seattle residents in the recent decade,” according to the city’s parks department. The City of Redmond, near Seattle, is opening its first pop-up dog park in response to similar demand.
More dogs. Not enough dog parks.
Sniffspot is filling the void with its unique marketplace model.
“There are very few dog parks relative to the number of people who have dogs now,” Adams told GeekWire. “And dog parks aren’t always great for every dog.”
I recently tested out the platform with my 3-year-old chocolate labrador Ichi. The user experience is similar to other marketplaces such as Airbnb or Seattle-based pet-sitting giant Rover.
You create an account and can search hosts. Each listing has various details (fencing height, host rules, amenities like dog toys) and reviews from other users. You can book for 30 minutes or several hours, depending on availability. Rates range from a few dollars an hour to more than $20/hour. Sniffspot also offers monthly memberships; some hosts offer member-only hours.
I found a highly-rated spot near my house and made the short trek with Ichi. We followed instructions provided by the host to access the yard. It was kind of fun discovering a new “dog park.”
Ichi had a great time playing fetch with the toys and smelling all the new smells. The space was clean and the host provided dog poop bags and hand sanitizer.
The privacy is nice, especially for dogs that are reactive or had a bad experience at a traditional park.
“Sniffspot lets dogs run free in a safe place, and just be dogs again,” Adams said.
Shelley Noble, our host, greeted us during the stay. Her family loves animals and wanted to make the most of their yard. The extra income was nice, too. “I’m disabled, and I was looking for a way to earn a little extra cash,” she said.
Sniffspot takes a 22% cut of each transaction. Hosts are responsible for the payment processing fee, and then keep the remaining revenue.
Some hosts on Sniffspot make upwards of $3,000 per month.
The marketplace model mirrors other gig economy companies such as Airbnb or Uber, but Adams pointed to a few differences with Sniffspot, including the frequency of usage — getting your dog exercise is a recurring need, versus finding a place to stay on vacation.
The visits are also outdoor and not overnight, which can help prevent potential trust and safety problems.
“You’re not going into someone’s house, you’re not traveling and dependent on a car or house for your whole trip,” he said. “So naturally, it makes it less prone to these major blow-ups.”
The company has implemented more than 100 features and processes to improve the safety of the platform. Hosts are covered by a $2 million liability policy.
Adams originally thought hosts would be homeowners with yards in dense neighborhoods, similar to the one I visited. But most are actually based in suburbs and more rural areas.
“People just want larger spaces to let their dogs run,” Adams said.
Another surprise: 70% of guests have their own yard, but they still use Sniffspot.
“This is not a yard replacement,” Adams said. “This is a walk replacement.”
Sniffspot is focused on growing its membership model, which has been popular among users, Adams said.
“Originally we were Airbnb for dog parks — just book and pay,” he said. “I’ve realized that this is more like a gym for your dog.”
Sniffspot is one of many tech startups aiming to take a bite of the growing pet care industry. From 2013 to 2021, the average annual household spending on pets rose from $460 to $770, according to the Bureau of Labor Statistics.
Morgan Stanley expects pet industry growth over the next seven years to be “one of the largest rates of return in any retail segment.”
Adams, who relocated to Massachusetts for family reasons, has grown the company with just a handful of employees and some angel investor money.
“I don’t want to go raise a bunch of VC money. I am very focused on building a sustainable business,” said Adams, a former Microsoft manager who previously founded a VC-backed real estate startup. “We’ve always kept our burn really low. I really believe in the power of small teams.”
