PetJoy - B2B Curated Pet Toy Subscription
8-minute video sales letter for PetJoy B2B subscription. Designed for cold traffic from pet retail trade shows, LinkedIn ads, and industry email lists.
"If you own an independent pet store, you already know the truth that the big chains do not want you to think about: 40% of the toys sitting on your shelves right now will still be there six months from now. Unsold. Collecting dust. Tying up cash you could be investing in products your customers actually want.
My name is Michelle Joy, and I built PetJoy because I watched store after store make the same mistake. They order from the same three distributors, stock the same rubber bones and rope pulls that every other shop carries, and then wonder why customers walk in, glance at the shelf, and walk out to order from Chewy instead.
The problem is not your store. The problem is not your staff. The problem is that the traditional pet toy supply chain was built for volume, not for curation. And curation is exactly what your customers are willing to pay a premium for."
"Here is what the numbers look like for a typical independent pet store doing $30,000 a month in revenue. Roughly $8,000 of that goes to toy and accessory inventory. Of that $8,000, about $3,200 worth of product moves in the first 30 days. The rest sits. Some of it sells eventually at a discount. Some of it gets donated. Some of it just lives in the back room until the next inventory audit.
That means you are losing $4,800 a month in dead inventory cost. Not because you chose the wrong products. Because you are choosing from the wrong catalog.
Meanwhile, the pet toy market is shifting fast. Pet parents are spending 23% more on toys in 2026 than they did in 2023, according to the American Pet Products Association. But they are spending it on trending products: enrichment puzzles, sustainable materials, breed-specific toys, seasonal collections. Products that rotate. Products that create urgency. Products that give customers a reason to come back every month instead of once a quarter.
If your shelves look the same in March as they did in November, you are leaving that growth on the table. And the stores that figure out curation first are going to capture those dollars permanently."
"PetJoy is a B2B subscription service that delivers a curated box of 15 to 20 trending pet toys to your store every month. Every product in the box has been vetted by our team of pet industry buyers who track sell-through data from over 200 independent retailers across the country.
We do not guess what is trending. We measure it. We track which toys are selling out in Portland, which enrichment puzzles are flying off shelves in Austin, which sustainable brands are getting traction in Brooklyn. Then we curate a box that puts those winning products in your store before your competitors even know they exist.
Each box includes shelf-ready merchandising cards, a digital lookbook you can share on your store's Instagram, and a sell-through guarantee: if any product in the box does not sell within 60 days, we will replace it in your next shipment at no charge.
You stop guessing. You stop over-ordering. You stop watching $4,800 a month sit on shelves. Instead, you get a fresh, curated toy section that gives your customers a reason to walk in every single month."
"Let me tell you about Sarah Chen, who owns Paws and Play in Sacramento. When Sarah signed up for PetJoy 14 months ago, her toy section was generating about $6,200 a month. She was ordering from two national distributors and making quarterly trips to trade shows to find new products.
Within three months of switching to PetJoy's curated boxes, her toy revenue jumped to $9,800 a month. Not because she was selling more units. Because she was selling higher-margin, trending products that her customers could not find at PetSmart or on Amazon. Her average ticket on toy purchases went from $14 to $22.
Then there is Marcus Williams at Bark Boulevard in Atlanta. Marcus was skeptical. He told me, 'I have been in this business for 12 years. I know what my customers want.' Six months later, he called me to say his dead inventory dropped from 38% to 11%. His exact words: 'I did not realize how much money I was leaving on the shelf.'
We have 200 stores using PetJoy right now. The average subscriber sees a 34% increase in toy section revenue within the first 90 days and a 62% reduction in dead inventory by month six."
"Here is exactly what happens when you subscribe to PetJoy.
Step one: Onboarding call. You spend 20 minutes with our retail strategist telling us about your store. What breeds are most popular in your area. What price points your customers respond to. Whether you skew toward premium or value. We build your store profile so every box is tailored to your market.
Step two: Your first box ships within 7 business days. Inside, you will find 15 to 20 curated toys, each individually packaged with a retail price tag already attached. Every product includes a one-paragraph description card for your staff so they can speak confidently about why each toy was selected.
Step three: You set up the PetJoy display section. We provide a free countertop display rack and signage that says 'This Month's Picks - Curated by PetJoy.' Your customers learn to check that section every visit because they know it changes monthly.
Step four: The PetJoy dashboard. You log into your account and see real-time data on which products from your box are trending nationally, suggested retail prices, and restock recommendations. If a product is selling fast, you can order additional units directly from the dashboard at your subscriber discount.
Step five: Monthly refresh. Every 30 days, a new box arrives. The products rotate. The trends update. Your shelf stays fresh. And your customers keep coming back."
"When you subscribe to PetJoy, here is everything included in your monthly membership.
The curated box itself: 15 to 20 trending pet toys, retail-ready, with an average wholesale value of $450 to $600 per box. Your subscription price is $299 per month, which means you are getting product at roughly 50 to 60 cents on the wholesale dollar.
The PetJoy dashboard with national sell-through data, restock tools, and your personalized store profile.
A dedicated retail strategist who reviews your sales data quarterly and adjusts your box curation to match what is working in your specific store.
The 60-day sell-through guarantee. If it does not sell, we replace it. No questions, no credits, no paperwork. A fresh product in the next box.
Free countertop display rack and monthly signage refresh.
And the Instagram-ready digital lookbook with product photos and captions your team can post the day your box arrives.
All of that for $299 a month. Less than the cost of one bad inventory order."
"Here is what I want you to do right now. Below this video, you will see a button that says 'Book Your Free Strategy Call.' Click it. Pick a time that works for you. The call takes 20 minutes.
On that call, we will review your current toy inventory, show you exactly which trending products would work in your market, and calculate the revenue gap you are leaving on the shelf every month.
There is no commitment on the call. No pressure. If PetJoy is not the right fit for your store, I will tell you that directly and point you toward whatever solution makes more sense.
But if you are tired of guessing which toys to stock, tired of watching inventory sit, and tired of losing customers to online retailers who move faster than your distributor catalog, this call is the first step toward fixing that permanently.
Click the button. Book the call. Let us show you what your toy section should look like."
5-email sequence triggered when a pet store owner opts in. Educates, builds trust, and moves them toward a demo booking.
Hi {{first_name}},
Welcome to PetJoy. I am Michelle, and I started this company because I kept hearing the same story from independent pet store owners across the country.
"I order what my distributor recommends. Half of it sells. The other half sits on the shelf for months."
That story has a number attached to it. Across our network of 200 pet retailers, the average independent store carries $4,800 per month in dead toy inventory. Product that was ordered with good intentions, priced fairly, and displayed properly. It just was not what customers were looking for that month.
The reason is simple: traditional distributors optimize for volume, not for velocity. They want you to order large quantities of products with proven track records. But "proven track record" in the pet toy market means "the same product every other store already carries." That does not drive foot traffic. It does not create urgency. And it certainly does not compete with the algorithm-driven recommendations your customers see on Chewy and Amazon.
Over the next few days, I am going to share how PetJoy solves this problem for stores like yours. No sales pitch. Just the framework we use to identify which toys will sell in your specific market before you spend a dollar on inventory.
Talk soon,
Michelle Joy
Founder, PetJoy
Hi {{first_name}},
In September 2025, our data team noticed something unusual. Sell-through rates on enrichment puzzles in the Pacific Northwest jumped 40% in a single month. Not in the big chains. In independent stores.
We dug into the data. Three things were happening simultaneously: a viral TikTok series on "brain games for anxious dogs" was driving consumer awareness, two new puzzle brands had launched with sustainable materials that aligned with Pacific Northwest buyer values, and the rainy season was starting, which meant pet parents were looking for indoor activities.
We added enrichment puzzles to every PetJoy box shipping to stores in the Northwest that October. By November, those stores were reporting a 28% lift in toy section revenue. By January, the enrichment trend had gone national, and stores that had been stocking these products for three months already had customer loyalty and shelf presence that late adopters could not match.
This is what data-driven curation looks like. It is not about having a "good eye" for products. It is about aggregating sell-through signals from 200 stores, identifying velocity patterns before they hit mainstream distribution catalogs, and getting those products into your store first.
The stores that win in 2026 are the ones that can see trends forming, not the ones reacting to trends that already peaked.
Tomorrow I will share the three specific metrics we track to identify a trending product before it saturates the market.
Michelle
Hi {{first_name}},
I promised you the three metrics we use to identify trending products before they saturate the market. Here they are.
Signal 1: Cross-regional velocity. When a product starts selling fast in two or more unrelated markets simultaneously, it is a trend. When it is only moving in one city, it might be a local phenomenon. We track sell-through rates across 200 stores in 38 states. If a new chew toy is selling 3x the category average in both Denver and Tampa, we pay attention.
Signal 2: Reorder rate within 14 days. First-time sales tell you a product has appeal. Reorders within two weeks tell you it has retention. If stores are calling their distributor to get more of something before the month is over, the product has genuine demand. We track reorder velocity as a separate metric from initial sell-through because the two tell very different stories.
Signal 3: Social mention-to-purchase ratio. We monitor pet-related content on TikTok, Instagram, and YouTube for product mentions that are driving actual retail traffic. Not every viral pet video translates to sales. But when we see a product getting social traction AND showing up in our sell-through data simultaneously, that convergence is the strongest signal we have.
These three signals feed directly into our curation algorithm. Every product in your PetJoy box has passed all three filters. That is why our subscribers see an average 34% increase in toy revenue within 90 days. They are not guessing. They are stocking what the data says will sell.
Michelle
Hi {{first_name}},
Marcus Williams has owned Bark Boulevard in Atlanta for 12 years. He is the kind of store owner who prides himself on knowing his customers by name, remembering which breeds they have, and hand-selecting every product on his shelves.
When I first pitched PetJoy to Marcus, he told me no. Politely, but firmly. "I have been doing this longer than your company has existed. I know my customers better than any algorithm."
Fair point. I asked if he would track one number for me: the percentage of his toy inventory that sat on the shelf for more than 60 days without selling. He agreed.
The number was 38%.
Marcus was not bad at picking products. He was picking from a limited catalog. His distributor offered roughly 400 SKUs in the toy category. PetJoy's curation team evaluates over 2,000 SKUs every month from manufacturers, Indie brands, international importers, and direct-to-retail startups that are not in any traditional distribution catalog.
Marcus started with one PetJoy box. He kept his existing distributor for everything else and gave us one shelf in his toy section. Within 60 days, the PetJoy shelf was outselling every other section by 2.4x. Within six months, his dead inventory rate dropped from 38% to 11%.
Today, Bark Boulevard's toy section generates $14,200 a month, up from $8,600 before PetJoy. Marcus still picks some products himself. But the curated section is the anchor of his toy department, and his customers specifically ask him when the "new box" is arriving each month.
That is the power of giving your customers something they cannot find anywhere else.
Michelle
Hi {{first_name}},
Over the last week, I have shared how PetJoy identifies trending products before they hit mainstream distribution. I showed you the three data signals we track, the results stores like Bark Boulevard are seeing, and the curation methodology that drives a 34% average revenue increase for our subscribers.
Now I want to make this specific to your store.
We offer a free 20-minute strategy call where our retail strategist will do three things:
First, we will review your current toy inventory and identify where dead stock is costing you the most money. Most store owners are surprised by the number.
Second, we will pull the trending products for your specific region and customer demographic. If you serve a market heavy on large breed owners, your curation looks different than a store in a city with mostly apartment dwellers and small breeds. We will show you the exact products that are trending in your area right now.
Third, we will build a sample PetJoy box for your store on the call. You will see the 15 to 20 products that would be in your first shipment, their wholesale cost, suggested retail prices, and the sell-through data backing each selection.
No commitment. No payment information. Just a clear picture of what your toy section could look like next month.
Book your call here: [LINK]
Spots are limited to 15 per week because each call requires custom research into your market. If this week is full, you will see the next available slot.
Looking forward to building your first box together.
Michelle Joy
Founder, PetJoy
3-email sequence triggered when a prospect starts the demo booking process but does not complete it.
Hi {{first_name}},
I noticed you started booking a strategy call with PetJoy but did not finish selecting a time. No worries. Running a pet store means constant interruptions: a delivery shows up, a customer needs help, the register jams. I get it.
Here is the quick version of what the call covers, in case you want to decide whether it is worth 20 minutes of your time:
We pull the trending pet toy data for your specific region and show you which products are selling fastest in stores similar to yours. We calculate your current dead inventory cost so you can see exactly how much shelf space is tied up in product that is not moving. And we build a sample PetJoy box for your store so you can see the actual products you would receive in your first shipment.
Everything is customized to your market. This is not a generic sales pitch with slides about market size. It is a working session where you walk away with actionable data whether you subscribe or not.
Grab your spot here: [LINK]
Michelle
Hi {{first_name}},
Across our network of 200 independent pet retailers, the average store loses $4,800 per month to dead toy inventory. Product that was ordered in good faith, stocked with care, and never sold.
Some store owners tell me that number sounds high. Then we run the math on their actual inventory, and the number is usually higher.
The reason I bring this up: our strategy call includes a free dead inventory audit for your store. We walk through your current toy SKUs, identify which ones are stagnating, and calculate the actual dollar cost of shelf space tied up in non-moving product.
Most store owners have never had someone sit down and do this calculation with them. It takes about 5 minutes of the 20-minute call, and it is often the most valuable part of the conversation, because the number changes how you think about every future inventory decision.
Even if you decide PetJoy is not the right fit, the dead inventory audit alone is worth the call.
Book here: [LINK]
Michelle
Hi {{first_name}},
I will keep this short. I am curious about one thing: when you started booking a call with PetJoy, what were you hoping to solve?
Was it dead inventory eating into your margins? Customers comparing your selection to what they see online? Difficulty finding new products outside your current distributor catalog? Something else entirely?
I ask because we have built specific resources for each of those challenges, and I would rather point you to the right one than keep sending you emails about booking a call.
Just hit reply and tell me in one sentence what is frustrating you most about your toy section right now. I will send back the most relevant resource we have, no strings attached.
Michelle
Four-tier pricing architecture designed to reduce entry friction, maximize MRR, and create long-term partnerships.
| Tier | Price | What is Included | Best For |
|---|---|---|---|
| Free Sample Box | $0 | 5 curated toys (retail value ~$120), merchandising cards, digital lookbook, 30-minute strategy call | New prospects who need to see and touch the product before committing. Reduces risk to zero. |
| Monthly Subscription | $299/mo | 15-20 curated toys per box, PetJoy dashboard access, dedicated retail strategist (quarterly review), 60-day sell-through guarantee, display rack + monthly signage, Instagram-ready digital lookbook | Independent stores ready to upgrade their toy section with data-driven curation and monthly refresh. |
| Annual Contract | $2,999/yr (save 16%) | Everything in Monthly, plus: priority access to limited-edition seasonal boxes, monthly retail strategist calls (not quarterly), early access to new product drops 2 weeks before monthly subscribers, annual in-store merchandising consultation | Committed retailers who want maximum competitive advantage and the deepest inventory insights. |
| White-Label Partnership | $999/mo | Everything in Annual, plus: custom-branded boxes with your store logo, white-label digital lookbook with your branding, co-branded Instagram content templates, exclusive regional territory (no competing store within 10-mile radius receives the same box), custom product sourcing for up to 3 SKUs per quarter | Regional chains and premium boutiques who want PetJoy's curation engine under their own brand identity. |
Three downloadable assets targeting different stages of the B2B pet retail buyer journey. Each drives opt-ins into the welcome email sequence.
Gated download on PetJoy website, promoted via LinkedIn ads targeting pet retail store owners. Opt-in triggers the 5-email welcome series.
Gated PDF promoted at pet industry trade shows (Global Pet Expo, SuperZoo) and shared in pet retail LinkedIn communities.
Gated download targeted at store owners who engaged with the calculator or trending report. Promoted via retargeting ads.
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