Josephine Walters is the Founder of Noots Pets, a modern pet brand providing a fresh take on cat products as we know them.

A Toronto native and Engineer by training, Josephine knew before beginning her career that she one day would start her own business. Although choosing to complete a degree in Chemical Engineering, Josephine specialized in Management and strategically pursued opportunities that would equip her with skills both in engineering and business. This allowed her the opportunity to pursue two paths, one as an Engineer, the other as an Entrepreneur.    

Can you tell our readers about your background?

I am a Chemical Engineer by training with a diverse background in project management, business development, and marketing.  Since graduating with an Engineering degree, I have built up a highly diversified resume, working across different industries and in varying roles.   

My engineering background has been useful in helping me hone my analytical and technical abilities while gaining real-world experience. Working for Canadian start-up Endy Sleep (in a marketing/communications role), I strengthened my creative abilities and gained experience that would prove incredibly valuable to me in my entrepreneurial journey with Noots Pets.

What inspired you to start your business?

I was always interested in starting a business but was waiting for an opportunity or idea that felt right – One that I could get behind with real passion. That idea came to me in early 2019 after I brought home my first pet, a kitten who I came to name Noots. As a first-time cat owner, I quickly learned that design-friendly cat products are hard to find. A new wave of modern pet retailers had emerged, however, offered limited options if any, for cats. This is a gap I was excited to fill. With a desire for nice things and an eye for the aesthetically pleasing, it felt like a natural fit. 

Where is your business based? 

Toronto, Canada

How did you start your business? What were the first steps you took? 

Honestly, I dove right in. I had just quit my job and intended to take several months off before finding something better. From the onset, I spent a lot of time researching the market and identifying what product options were already out there. Once I was sure I could compete and offer something better, I headed straight into product development (which was arguably the most important and time-consuming part of my journey pre-launch).

What has been the most effective way of raising awareness for your business?  

To date, we’ve seen real success in building an online community. Having named the company after my cat Noots, it was only natural that I would share the journey with the community I had built through his Instagram (@callmenoots). By the time I launched, I had a community of over 10k cat-lovers across North America. That was an excellent place to not only get feedback but also begin my marketing efforts. We continue to build community by engaging with our audience and sharing our journey. Our community is so important to us! 

What have been your biggest challenges and how did you overcome them?

One of my biggest challenges was launching the business during the COVID-19 pandemic. When I started the business, I could never have predicted the events that would unfold in 2020. The pandemic interrupted product development and set my launch back a few months due to the delays. However difficult, I looked at it as an opportunity to better prepare myself for launch. It meant that I was able to spend more time building my email list, in addition to devoting my extra time to projects I had planned to begin post-launch.

How do you stay focused? 

I think about the end goal always. Staying focused on my personal goals and what I want to accomplish with the company is a real driver for me in being able to stay committed and focused along the journey. Equally as important, maintaining a well-balanced lifestyle is a must for me. It’s certainly easier said than done, but when I find myself losing focus my first priority is to rebalance work and life and focus on my mental health. Stress is inevitable, especially while managing a full-time job and new business, but there are effective ways to manage the tough days in order to stay focused.

How do you differentiate your business from the competition?

We offer modern product designs that can’t be found elsewhere in the North American market. Our cat products not only look and feel better but last longer too. Unlike the competition, we place great emphasis on quality and thoughtful design.

What has been your most effective marketing strategy to grow your business?

Customer and community engagement.

What's your best piece of advice for aspiring and new entrepreneurs?

Know that you can’t do everything - there will be areas where you aren’t strong. Identify them and find ways to fill the gaps. For me, this meant reaching out to people in my network who were open to sharing their knowledge and experience with me. Listening to hours of credible, topic-specific podcasts was also a huge help. Learning how a job is done better prepares you when it comes time to hiring the right talent – You have a better idea of what to ask and what to expect.  

What's your favorite app, blog, and book? Why? 

My favourite app is Todoist. Between work and personal life, this is by far the best productivity app for me to keep track of my projects and daily tasks.

At the moment, The Ahrefs Blog is a really important resource for my ongoing SEO efforts.  

The Dhandho Investor by Mohnish Pabrai is one of my favourite books. It’s a short and inspiring read for those interested in value investing, but also provides a great perspective for those interested in entrepreneurship. 

What's your favorite business tool or resource? Why?

Klaviyo! Klaviyo is an email marketing tool that integrates seamlessly with your eCommerce store and apps. Its ease of use, customizability, and automation makes it an exceptional product. Klaviyo is also a hub for my customer data, making it one of my most valuable business tools. 

Who is your business role model? Why?

Michele Romanow. Her path from Engineer to Entrepreneur is one that I relate to and admire. Her tenacity and the success she has achieved are nothing short of inspiring. Plus, I love her emphasis on ‘being scrappy’. 

How do you balance work and life? 

I maintain a calendar and manage due dates for projects and tasks in a way that keeps me productive, but still gives me enough time in the day for my personal life.

What’s your favorite way to decompress?  

I’m a foodie - Having a good meal is a very calming, enjoyable experience for me. Even better, sharing it with good company. When I need to decompress, you can count on me sitting down to a heart-warming meal!

What do you have planned for the next six months?  

We’re working on some new very exciting products for next year! Once we get through this busy holiday season, product development will resume at full speed. 

How can our readers connect with you?

LinkedIn: https://www.linkedin.com/in/josephinewalters/

Instagram: @callmejosey and follow @nootspets