Helping pet owners manage the emotional stress of euthanasia.

Interview

Can you tell us about your journey from idea to company?

During my internships at clinics, I noticed that many pet owners experienced a lot of anxiety during visits, with euthanasia being the most stressful situation. I also realized that there was no structured approach to address this from a psychological perspective

I started by conducting a literature review in the field and quickly discovered that there was a significant need, and I realized that it was possible to tailor a service to help pet owners avoid the anxiety or grief that arises from such a distressing situation, which is often worsened by the lack of available help. This also impacted the veterinarians, as they were forced to take on the role of a support person, and while some veterinarians managed this well, others found it very draining. My idea was that the product would help pet owners reduce their grief and anxiety, enabling them to cope better with the loss, which in turn would lower the risk of prolonged grief, income loss, and negative coping strategies that could affect family and friends.

From a veterinary perspective, another issue is that some pet owners are reluctant to euthanize their pets, even when there are no other options, despite veterinary recommendations. The hope is that pet owners would make a decision sooner, as delaying could cause unnecessary suffering for the animal. The product would also reduce stress for veterinarians and animal caregivers who feel they lack the knowledge, mental resilience, or time to properly handle pet owners.

In what ways have you received support in your entrepreneurial journey?

My first contact with SLU Holding didn’t go as planned. I reached out to their Uppsala office and was told that SLU Holding is only for researchers and not for students like me. I continued on my own by researching what was needed to move forward on various websites. I conducted my own market research in different Facebook groups and contacted various psychology clinics to see if there was any interest. After a couple of years, I reached out to SLU Holding again and received a different response, which led to a meeting with my current advisor, Henrik Landgren. We’ve discussed various problems, solved “impossible” questions, and built up various processes. This support has been invaluable in helping me move forward with my product. 

What tips do you have for students who have an idea or are considering starting their own business?

My main advice is to have an idea that you genuinely believe in, one that can bring value, joy, and solve an important problem. Don’t create an idea just to make money, as the motivation and energy can quickly fade when challenges arise — and many problems will appear along the way. If you create something that adds value to someone’s life, you won’t only have the energy to continue, but you will also find solutions to problems because you’ll know what you’re doing matters. You’ll also engage others to join your team, and they will be your key to success.

A good team makes a difference. If possible, work with others. Doing the journey alone, as I have, means it takes longer, and having someone to bounce ideas off who can look at the problem from a different perspective is invaluable because they might not see a problem but a solution. If you work with others, it’s also crucial to have agreements in place on everything before you get started.

Find good consultants. I was lucky to find very skilled and dedicated psychologists who got involved in the project, and I really enjoy working with them.