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This is the usual challenge for similar projects like this.
Actually, they are not the first one to venture on pets or animals.
The technology is pretty simple but the adoption among dog owners is the real bottleneck.
They should start introducing their platform to organizations of dog owners or websites related to pet/dog owners.
Even to animal clinics or pet shops would do. Those pet owners will not know their existence if not catered to them.
So the success of really implementing this project is to reach out as many dog owners as they can and convince them to use their platform.
Indeed! I agree with that, they must be partnering with bigger companies though bigger partners mean bigger the capital, of course, they won't settle for a project or a platform which is new unless they will pay something or if they see a big difference from other with the same project. But I think DOGDATA might make a difference so we just need to wait for their plans.