LEENA CHITNIS OF TIMBERDOG: RELAX. YOU’VE GOT TIME.

Photo credit: Wyatt West

Leena Chitnis is a proud dog mom, outdoor enthusiast, and the Founder/CEO of Timberdog, makers of the world’s first multifunctional pet bed, The RuffRest®.

Can you tell our readers about your background?

I have always been a hustler when it comes to entrepreneurial endeavors – I’ve been starting up businesses since I was 15. I eventually got a degree in English and an MBA, and am working full time on my 8th business, Timberdog. This is my most consequential business as I have a working prototype of my own invention, and am also the most aligned, ecologically, than I have ever been. I have currently partnered with One Tree Planted to go beyond carbon neutrality by planting two trees per pet bed sold. My company will be the first carbon negative pet company in the world, hopefully.

What inspired you to start your business?

I adopted my first pet, a scruffy rescue puppy, a few years ago. She had terrible separation anxiety, and for the first few months of her life, I had to take her with me everywhere. I needed a pet bed that could keep up, in terms durability, portability, storing her things and having a warming, comfort component – an integrated sleeping bag. Now, I can’t leave home without it. I figured if the RuffRest was this indispensable to me and my dog Kashi, it would be for others, as well.

I was right.

Where is your business based?

Campbell, California.

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

I sketched my idea out on a piece of paper and shared my drawing with other dog moms and dads at the park. As soon as I saw their upraised eyebrows, nods of appreciation, and heard their enthusiastic comments, I knew I had something special on my hands. I kept working on the prototype and in December of 2018, incorporated Timberdog as an LLC.

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

Organic SEO and influencer UCG videos.

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

Bootstrapping for over 5 years while unemployed and on disability has been the greatest challenge for me. I worked part time contracts wherever I could find them, and rehabbed furniture to resell. It’s been tough, but I’ve overcome nearly every obstacle that’s come my way.

How do you stay focused?

I eat once a day, in the evenings. Working while hungry keeps me razor sharp. I avoid caffeine and other drugs that ultimately make me feel poorly.

I go for a long, quiet walk after dinner. This gives me time to decompress and think creatively.

How do you differentiate your business from the competition?

There is no other pet bed on the market with 14+ travel features. RuffRest® is, in fact, patent pending with three trademarks.

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

I am counting on 20 signed influencers with over 3.65 million followers among them to drive traffic to Timberdog over the summer. These partnerships will be my greatest converter.

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

Relax. You don’t have to do it anyone’s way but your own. You’ve got time. You have all the time in the world, in fact. So take care of yourself, because if you don’t, your business will go down with you.

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

I am following Guy Raz’s How You Built This on NPR, currently. It’s very inspiring to see entrepreneurs raising themselves out of dirt, as it were.

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

I have many, but I love agile tech like Monday.com – it’s a real-time to-do list where I can cross off items in my bucket as well as check on/assign pending items in my employees’ buckets.

Who is your business role model? Why?

Sarah Blakely, because she has retained 100% equity ownership of her company to this very day.

 How do you balance work and life?

It’s honestly not always possible. Sometimes all I can do is take an Epsom soak bath at the end of the day, or take small breaks and strum my guitar. Eating a highly nutritious meal is one thing I will not compromise on. I need pristine fuel to work these long hours. In the beginning, there may not be a whole lot of work-life balance, but you learn. You learn when your health takes a hit. Staying even-keeled during stressful moments is also of paramount importance. If you can remain calm, you can go the distance, mentally, spiritually, emotionally, and physically, in this marathon.

 What’s your favorite way to decompress?

Hanging with friends when I have the time. An ice cold Guiness.

What do you have planned for the next six months?

Marketing, marketing, marketing, SEO, SEO, SEO, content, content, content

How can our readers connect with you?

I live on Instagram. Follow me at @timberdogbeds in order to shoot me a DM. I usually respond within 48 hours, and I look forward to hearing from you.

Link to use at end of interview: www.timberdog.com.