Chapter One: What is Skitter? “Skitter” is a brand new app built to address longstanding frustrations of people interested in exotic pets, such as reptiles, birds, fi sh, and small animals. Built upon research and personal experience alike, Skitter aims to provide exotic pet parents with a reliable, concise source of care information for the animals they love, and reward them for their knowledge with access to exclusive coupons and deals made possible through Skitter’s various partnerships. The matter of selling customers on expensive pet care necessities such as the appropriate size cages, terrariums, and tanks is often explicitly tied to the informational problem, as well as, of course, the matter of price. Customers with incorrect preconceived notions about pet care, for example, are unlikely to do right by their pets unless properly educated, especially if the right choice is an expensive one. An excellent example of this phenomenon is the commonly held belief that large fi sh will only grow to the size of the tank they are in. While this belief is rooted in truth, the reality is much more unfortunate, with tanks that are too small for large fi sh stunting their growth, impeding their quality of life, and dramatically shortening their lifespans. A customer that holds this belief, however, is unlikely to commit to the expensive thirty to forty gallon tank their goldfi sh needs to live a long happy life and grow to its full size. Skitter is a unique service that learns from failures of existing models, aims to increase customer and pet satisfaction, and will partner with businesses to better help them meet the needs of both new and existing customers. Through a gamifi ed learning approach, Skitter will empower customers to make the correct choices for their animals with less of a concern about the pricetag, and refresh businesses and associates alike with boosted sales of big-ticket items that customers usually hesitate on for lack of savings. Skitter is an app, but it is also the fi rst step in a revolution about how people think when it comes to customer education, associate satisfaction, and pet quality of life. 12
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