BUSINESS - HomeSafe Seeks New Brand Partner

Canada’s Automated Lost and Found Service Moves On

HomeSafe™, North America’s only automated, privacy compliant, customer owned and managed recovery service, announced today it is searching for a new brand partner.

HomeSafe™ is a trademarked service owned by Urban Animal Corporation (formerly PetLynx) that provides “Fast, Cheap, Direct Protection and Recovery of All Things Valuable.”

A new Partner:   HomeSafeTM desires a North American brand partner that owns a significant market presence.

An interest in asset protection/recovery may be useful but is not a requirement.

HomeSafeTM will be an element of the social innovation strategy and core value alignment of the brand partner. Brand clients feel good about helping another person recover something of value, especially in the case of a pet.

The Investment:  As HomeSafeTM launches V2.0 in the US market, the investment supporting this relationship is expected in the range of CAD$150,000 to CAD$300,000 per annum.

The brand partner is supported by Urban Animal’s digital media channel with a global audience greater than 340,000.

The History:   In 2008, in a nationwide collaboration with the P and G brand IAMS, Petsecure Insurance and the Canadian Kennel Club (CKC), HomeSafeTM launched what has become the most effective lost and found system for pets in Canada.

With a million public users per month, more than a million active subscribers, coverage in 340 Canadian communities, an experience factor of 75 months and more than 337,397 recovered pets, HomeSafeTM continues to be the fastest and cheapest way to get a pet home safely.

What’s more, recovery is not dependent upon a microchip or tag or, more significantly, pre-registration.

When a lost episode occurs, HomeSafeTM allows pet owners to use the system free for seven days to affect recovery. Even though many recoveries occur in 48 -72 hours, there are other low-cost options to continue the recovery process after the initial no-cost service.

Why the Move:   In 2012, the brand relationship moved to assist Randy Valpy with the launch of a new approach to pet health insurance called Pets Plus Us.

When Royal Sun Alliance (RSA) decided to abandon this initiative earlier this year Pets Plus Us was sold to Pethealth a Fairfax company. Since Pethealth also owns 24PetWatch, a concierge/microchip based recovery service in Canada, the eight year brand relationship with Valpy is ending.

“We are grateful for the experience, collaboration and support of our relationship with Randy Valpy and his colleagues during the past eight years,” said Larry R. Evans, Managing Director of Urban Animal Corporation.

“However the timing for a change in brand relationships couldn’t be better for HomeSafe™. Expanding service from pets to ‘all things valuable’ will provide the new brand partner with a high level of trust and reliability from the only automated, privacy compliant asset protection and recovery service in North America.”

The new brand relationship is expected to come into effect during the first quarter of 2017.

PetLynx Rebrands to Urban Animal; Offers a 22% Stake

Last week InfoStream caught up with PetLynx founder Larry R. Evans at his home near Crossfield, Alberta, Canada.

InfoStream (IS): We understand there are changes coming to PetLynx Corporation, our global audience now numbers over 320,000 and they would like to know more.

Larry R. Evans (LRE): Thank you for this opportunity to communicate with your audience.

IS: What is driving these changes at PetLynx?

LRE: Since 2013 we have observed huge changes in the pet industry and we believe there is much more to come. Because we have been ‘people centric’ in our approach, we could also see that our asset protection and recovery service under the HomeSafe™ brand has a much wider consumer base than we could reach from the pet industry. By late 2015 we identified the elements most important to people and the valuable things they wish to protect and recover.

IS: Does this mean the company is moving away from pets and pet owners?

LRE: Absolutely not! In fact, our pet owning subscribers will be the first to experience a broad range of new services that will give them ‘Fast, Cheap, Direct Protection of all things Valuable’.

IS: The press kit says you are rebranding the company. Why the name change?

LRE: In 2005, we developed the Urban Animal brand and used it extensively in our development of subject matter expertise through the Urban Animal Summit program.

The new name for PetLynx, Urban Animal Corporation, recently received the approval of our shareholders and we will move quickly to bring this brand to life in the market. I think everyone will agree that it is a strong brand that shows our ‘people centricity’ and will facilitate our move to ‘all things valuable’. People are the most important Urban Animal since they have votes, they have wallets and they have valuable things they wish to protect and recover.

IS: Why are you offering 22% of the company to outside interests?

LRE: In fact, we expect to part with even more of the company in a future round. We attract new investment to ensure that we have the capital to achieve our goals. In 2016 investors will provide commitments totalling over C$2 million dollars to acquire roughly a fifth of a company that we believe is now worth in the order of C$20 million.

IS: How can Urban Animal Corporation be worth C$20 million?

LRE: Let us first say that beauty and also value is in the eye (assessment) of the ‘beholder’. However, as we observe recent transactions (some involving pre-revenue or negative income companies) we can imagine how Urban Animal Corporation will be valued by investors.

I believe your readers can see a subtle change in the valuation of companies that represent large trusted ecosystems. As the global economy moves into the ‘post-digital’ environment, brands that haven’t been able to achieve their goals need to accelerate their e-commerce and digital programs to remain competitive.

Since 2013, we have observed transactions that have valued the acquisition of subscribers, members and policyholders (POPulation) at values ranging from C$23 to hundreds and even thousands of dollars per POP.

Brands have recognized they don’t have the ability or resources to achieve a timely competitive position except by acquisition or strategic partnership. At C$20 per active subscriber Urban Animal Corporation would be valued at just over C$20 million dollars today.

IS: Doesn’t it seem like development took a long time?

LRE: The Company has been fortunate to have core investors that have patiently invested more than C$7.4 million and eight years to be prepared for the day when the Company emergence would align with commercial activities.

Urban Animal now has a very strong position with 8 million public users and more than a million subscribers from which it has generated more than C$5.2 million in revenues. I might add that successful plays like Google, Facebook and Amazon have all taken more than a decade. However we can see the current pace of emergence has really accelerated.

IS: What makes Urban Animal believe it can be successful under current market conditions?

LRE: I think there are three elements that will lead us to achieve success:

• HomeSafe™ is the only Automated, Privacy Compliant, Online Recovery Service that provides Fast, Cheap, Direct Protection of all things valuable.
• Proven HomeSafe™ web services can be easily ported to the Android and IOS platforms and then bundled with Network services or OEM digital devices.
• We have assembled a stellar team of professionals that can take on the heavy lifting of finance, operations, marketing and administration.

IS: Can you identify the team you have assembled?

LRE: Our Merger and Acquisition team includes advisors from Bennett Jones (Legal/Tax/Structure), Deloitte (Capital Advisory), Armanino (Sell-side Support) and CAS Corporate Governance (Corporate Reporting/Administration). Deloitte Corporate Finance is contracted to prepare us for an additional round of investment in 2018.

Among the other professionals are Endeavor (Assurance), McRally (Real-time Financial Reporting), Andrea J. Parkins (Investor Relations), Cheryl Wallach Communications (Digital Media) and Cori Imberi Professional Services (Client Experience and Service Desk).

IS: We notice a strong marketing organization is missing.

LRE: There is currently much upheaval in this area as agencies and marketing organizations consolidate and move to more intimate success based roles with their clients. Even so, there are several candidates in view. We like the performance of Trone Brand Energy and Meredith Corporation in the US market.

The first major marketing activity will be the launch of the new brand and marcom development. We have a proposal from a local company, Venture Communications, that we like very much. By the second quarter of 2017, when we require a strong success based marketing partner we expect one of the organizations on our watch list will meet these requirements.

IS: Where does all this lead?

LRE: The Company is aimed at a moment in 2020 when it can attract a strategic partner or acquirer. At that moment, we expect the plan will deliver 42 million public users, 9 million active subscribers and a share value at or near C$0.90.

IS: Are you prepared to reveal the new services you alluded to?

LRE: We aren’t going to reveal new services until later. At that time there will be opportunities to share market data and reveal each new application (service).

IS:  Thank you for taking the time to update and clarify the plan for our audience.

LRE:  Thank you for this opportunity

Innovation Showcase Program enhanced to illuminate success

Larry R. Evans, executive producer of the Summits for Urban Animal Strategies  and the Urban Animal Regional Conferences, has spent the past 12 years working to bring the companion animal industry together. His vision to invoke a collaborative conversation across the industry and bring thought leaders from all five sectors into one room to discuss the future of the industry was realized in 2006 with the first annual International Summit for Urban Animal Strategies. Today, Larry is directing his attention to the 2014 Regional Conferences and the launching of several new Urban Animal Program elements. InfoStream caught up with Larry on the farm near Crossfield, Alberta. 

InfoStream (IS): The 2014 Regional Conferences are just weeks away, can you tell us what delegates can expect from this year’s program?

Larry R. Evans (LRE): This is the 9^th year of the Urban Animal Program and the 3^rd year of the ‘Engagement’ initiative. Delegates will notice several new programs and enhancements in 2014, however, the Innovative Showcase will complete the first full (18 month) program cycle. The presentation of the Innovation project chosen for replication in each region will be the crowing achievement. The vision to illuminate innovators and seed their innovation in communities across North America is now complete.

IS: We informed InfoStream readers that enhancements to the Innovation Showcase would take place, can you now elaborate on these?

LRE: Certainly. Last year we realized that more funding was necessary to illuminate innovators and seed the innovations across North America.

In 2014, there will be additional funding for the elimination rounds so innovators can be rewarded along the path to the Urban Animal Innovator of the Year. There is also increased funding to ensure innovators can travel and mentor others wishing to replicate initiatives in other regions. The final piece is to encourage those who drive the nomination process by providing funding to attend the awards presentation at Lake Louise each October.

We’ve also tightened up the elimination rounds so that a level playing field exists for Showcase presenters: Innovators will have 10 minutes in the first round, 20 minutes in the second round and 40 minutes when the innovation is selected for replication. A ‘boot-camp’ for innovators is being developed to assist with competitive aspects of the Showcase. Past innovators have volunteered to assist ‘newbies’ in this process.

The Innovation program will now bring 24 innovators into the first round of  elimination, 8 into the second round of elimination and a final 4 in the ‘Replication/Mentor’ round. The Innovator of the year is selected from the final four. While these changes require an increase in funding, the Urban Animal Foundation expects this investment will improve the success of the Innovation Showcase.

IS: I can certainly see why Urban Animal Subscribers will be excited to replicate successful innovations. What advantages and benefits are there for the Innovators?

LRE: I think the big win for many Innovators comes from being recognized by their peers for work they do in the trenches of our industry. The Foundation hopes replication in other communities as well as achieving the status of ‘Mentor’ in the Urban Animal Program will add to confidence, self esteem and career enhancement of the individuals involved. Finally, having the Urban Animal Foundation supply event and travel subsidies will help innovators achieve goals they otherwise couldn’t afford.

IS: Where is the funding for this Program coming from?

LRE: Collaborations to enhance communities and developing future leaders is attractive to organizations, individuals and estate planners. Once we described our vision for the Urban Animal Foundation we began to see interest from those who have funding but need to see an end to end process that can be successful. These sources are outside the sponsor roster that carried the program for the past eight years.

We are very excited about these enhancements. Those who carried the ball for the past eight years can be encouraged to see others stepping forward to expand the program and add acceleration for the future. This is a win-win story for the industry, for early adopters, for industry professionals, for pets and pet owners as well as the communities enrolled in the Urban Animal Program.

IS: Thank you for taking the time to talk with us today! May we come back to gather information about the new poster program?

LRE: I would enjoy the opportunity to tell that story.

Pet Experiences Requested!

PRESS RELEASE

CALGARY, AB – The 2013 Summit for Urban Animal Strategies focused on the dilemmas faced by the Urban Animal industry in creating positive pet experiences for both people and pets in our communities.

An important element of the Pet Experience Project is discovering the personal experiences of industry leaders, volunteers, advocates and pet families. To achieve this, the Urban Animal Program is seeking “Pet Experience” stories. Using #PEPTalk, members of the Urban Animal community are invited to share their stories by uploading videos to YouTube, sharing on Twitter and Facebook or by written submission to Shannon.woodward@petlynxmail.com for InfoStream.

“Essentially, Pet owners become involved with animals to experience unconditional love and to invest care and compassion,” said Larry R. Evans, President and CEO of PetLynx Corporation. “What pet owners desire most is encouraging industry partners who enhance, resource and sustain them in this relationship. Pet owners are hungry for lifelong relationships with partners who help them achieve their goals and mitigate  risks when they hit a bump in the road.”

For more information about the Urban Animal Program and the Pet Experience Project, go to www.urbananimal.com and check out the Pet Experience Project video on YouTube.

FOR MORE INFORMATION CONTACT:

Shannon Woodward, Social Communications Coordinator

(p) 403.208.1972    (e) Shannon.woodward@petlynxmail.com

ABOUT THE URBAN ANIMAL PROGRAM: The Urban Animal Program was designed to create a collaborative workspace for the Urban Animal Industry.  Over the past eight years, Advocates, Mentors, Alumni, Associates, Collaborators and Subscribers of the Urban Animal Program have learned to respect and trust each other. Together they have developed healthy urban communities for all urban animals. 

The Pet Experience Project (PEP) initiative was conceived at the 2012 Summit for Urban Animal Strategies, the Urban Animal Industry invites members of the  five recognized sectors: Health & Wellness, Care & Control, Humane & Rescue, Industry Services & Retail and Community Services (Social Services, Urban Planners, Government Officials, Legislators and Sociologists, etc.) as well as pet and non-pet people to join forces in developing a Positive Pet Experience for the entire urban community.

DOG DAZED Live Chat

As the Bountiful Films documentary sweeps across the country this evening on CBC's Doc Zone, three industry advocates will participate in an live online chat to discuss the show's impact on the companion animal industry, the Pet Experience Project and how the world may just be 'going to the dogs'. 

Join CFHS CEO Barbara Cartwright, PIJAC Canada executive director Louis McCann and Urban Animal executive producer Larry R. Evans:

JOIN THE LIVE CHAT

Tune in TONIGHT at 9 p.m. on CBC to watch DOG DAZED.

NOMINATIONS FOR SUMMIT AWARDS OPEN

Summit Awards Nomination CHANGES!

The 2013 Regional Conferences follow a new path that is intended to gather evidence, innovation and new models for Urban Animals in North America from each of Canada's four regions.

"The top down approach of past Regional events has also been changed. The 2013 Urban Animal Program worked with local leaders to discover the issues and innovative solutions they would like to feature and bring forward to the rest of the continent. The Urban Animal Associates attending each Regional Conference will also nominate those who should receive a Future Thought Leader Scholarship or a 2013 Summit Award nomination for the International Summit program in the fall," said executive producer, Larry Evans.

"Everyone is excited about these changes because they serve to illuminate the wonderful efforts of those who work in the trenches and they give ear to regional voices in the broader context of international Urban Animal activities. I encourage all Urban Animal Associates to actively participate in this process," he said.

Session II of the Regional Conferences, 'The Search for 2013 Nominees', will select nominees for each of the 12 categories of the International Summit award program.

The nomination process opens effective today and will remain open until the nomination slate is complete. Follow the process online at www.tsuas.com.
Please consult the FAQ's or contact Sheena.Neel@petlynxmail.com if you have questions about this process. 

NOMINATION FORM

An Interview with Larry Evans

Larry R. Evans, executive producer of Summit 2013 and the 2013 Regional Conferences, has spent the past 11 years working to bring the companion animal industry together. His vision to invoke a collaborative conversation across the industry and bring thought leaders from all four sectors into one room to discuss the future of the industry was realized in 2006 with the first annual International Summit for Urban Animal Strategies. Today, Larry is directing his attention to Summit 2013 and uncovering the trends that will serve as the theme for this influential event. InfoStream caught up with Larry on the farm near Crossfield, Alberta. 

InfoStream: Larry, the delegate survey shows Summit 2012 was a huge success. What would you say was the most important element delegates took away from this annual gathering of industry leaders?  

Larry: I think my colleagues would agree that there is no one thing people will take away but instead a medley of benefits. Knowledge is certainly a key takeaway, but if you pair the knowledge with the networking opportunities and the initiatives that emerge from the Summits, you have a very strong industry with the ability to move forward and, in the words of a wise man, "Be the change that you wish to see in the world". 

InfoStream: According to delegates who attended, the conversations started at the Summit will indeed move the industry forward. But one conversation in particular emerged from Summit 2012 and shows immense promise, can you tell us a bit about that? 

Larry: Drew Van Niekerk brought up a point during the Summit Leader Panel which inspired many of the people in the room. He identified some of the barriers to owning a pet and noted people would be able to enjoy pets more if these barriers could be removed. Drew spoke about new ways of interacting with pet families, creating a more transparent industry and opening the lines of communication to develop a lifetime relationship with pet families. ‘Celebrating the Value of Pets and the Pet Experience’ is what we hope to build upon at Summit 2013.   

InfoStream: Seems like an excellent theme. So what are some of the objectives and how will this develop at Summit 2013?  

Larry: Our goal for Summit 2013 will be to identify the value pets bring to our lives, our homes, our communities and our culture. We are inviting those who can provide the scientific facts and evidence base that supports this. Other factors, like the barriers that pet families often encounter as they seek to enjoy their pet and the solutions for these barriers in our communities are likely to arise from the conversations. We hope the 2013 Regional Conferences will allow us to discover successful community strategies that we can showcase at the Summit.  Finally, I believe we may see a convergence within the industry to take on the ‘Celebration of Pet Values and Pet Experience’ as the next National Initiative.

InfoStream: Obviously, the information gathered at the Summits would benefit anyone in the four sectors of the companion animal industry. How can people access this information? 

Larry: PetLynx Corporation is now assembling the 2012-13 Urban Animal Report for distribution during the first quarter of 2013. This report will summarize the presentations, conversations and information presented at Summit 2012 and will be distributed electronically by our industry partners to each of their members.

InfoStream: We understand the 2013 Regional Conferences are going to be following a different path this year, can you explain how this is going to work? 

Larry: Yes that’s correct. We're flipping the Summit program around in 2013. Rather than using the Regional Conferences to distribute knowledge from the International Summits as we have in the past, we will use the Regional Conferences to discover issues, potential solutions, thought leaders, future thought leaders and Summit award nominees for the Summit program in the fall. I am excited about this change because it will illuminate the good efforts of those who work in the trenches and give ear to their voices in National and International Summit activities. With more local contributions and management I expect the 2013 Regional Tour will feature more representatives from each industry sector as well as those from Government and Education.

InfoStream:  We’re sure the Regional Associates and Collaborators will appreciate these changes. Our final question has to do with the Summit itself.  How are you going to ensure the right people are attracted to this annual gathering.

Larry:  In times past, balancing the delegate cohort has sometimes been a challenge. The Summit subject matter has tended to act as the principle attractant. For Summit 2013 we have announced a planned cohort of 85 thought leader delegates: 15 for each of four industry sectors; 10 commercial brand delegates; 10 academics, researchers or futurists; and, 5 future thought leaders. We expect this group can carry the industry conversations and bring forward the strategies that help us develop healthy communities for pets and people.

InfoStream: Thank you for your time Larry. We'll be very interested to hear what comes out of the 2013 Regional Conferences and Summit 2013!

JOIN THE SUMMIT LINKEDIN GROUP

PetLynx Announces New HomeSafe Initiative

23 February 2010

SecuriCan General Insurance Company, Canada's oldest and largest provider of pet health insurance, and PetLynx Corporation, Canada's innovative, cutting-edge provider of information services for the pet industry, are pleased to announce a new initiative for companion animals in Canada. Under this new collaboration SecuriCan and PetLynx will develop health insurance benefits for the new HomeSafe™ portal and offer pet insurance to all dogs and cats in Canada.


The Urban Animal Surveys conducted for PetLynx Corporation by Ipsos Reid in 2008 and dmrkynetec in 2009 clearly show that health and wellness is a top priority for pet families. These studies also show higher instances of surrender and euthanasia in communities where health care benefits aren't readily available for companion animals. To reduce or eliminate this situation the parties will work with municipalities, humane societies, veterinarians, breeders, retailers and other service providers in each community to ensure that every pet in the HomeSafe™ program is provided with medical benefits at the moment it reaches its first pet family home.


The HomeSafe™ program will provide a range of products and prices from three of the leading pet insurance brands in Canada. Pet families will choose the type of medical insurance that best meets their budget and their needs from among these offerings. Since this coverage will also be registered in the pet's record on the HomeSafe™ national system, those pets requiring emergency intervention will have the shortest path to medical attention in Canada.


There are over 14 million dogs and cats in Canada that require health insurance benefits. Using the HomeSafe™ program will give pet retailers, pet breeders, humane societies, veterinarians and other providers the ability to ensure the pets they place or service have medical benefits right from the beginning of each new relationship. In addition, pet families will manage their insurance coverage online using the HomeSafe™ portal where they manage their care profiles, breed information, recovery services, pet pictures and licensing.


'We believe this is the most comprehensive approach to improving health & wellness for companion animals in Canada', said Randy Valpy, President and CEO of SecuriCan General Insurance Company. We have already paid out more than $103,000,000 in claims which means Canadians can trust us. Now with PetLynx and the HomeSafe™ program we will take health and wellness to a new level'.


'Health care is one of the highest priorities Canadians have', said Larry R. Evans, President & CEO of PetLynx Corporation. 'Our colleagues across Canada helped us become the largest automated recovery system in just three years. Together with SecuriCan we will deliver a new level of health and wellness for pets and help Canadian communities become the best place for companion animals in the world.'


SecuriCan will launch this new collaboration in Canada on 19 April 2010, at the PetLynx Regional Summits for Urban Animal Strategies.


For more information please contact:


Mika Sanson
SecuriCan General Insurance Company
204.942.2999 ext 7297
msanson@securican.ca
http://www.securican.ca/


Cindy Kreutzer
PetLynx Corporation
403.219.1088
cindy.kreutzer@petlynxmail.com
http://www.petlynx.net/


Posted by Terri Perrin, Online Communications Editor