Feeling better at the end of a pet's life thanks to Anima Care’s attentiveness in creating a serene environment
Anima Care is a European resource centre created for vets and families in order to enrich a pet’s end-of-life at the time of need.
I confirm that I am fully aware of the eligibility criteria and terms of the Purina BetterwithPets Prize and, based on its description, I am eligible to apply:
Yes, I’m eligible
Yes, I’m 18 years old or older
Should you be successful, please confirm your availability to attend:
Additional Skype interview(s) during the week of March 16-20th 2020
The Purina BetterwithPets Forum in Paris, on 3-4th of June 2020
Initiative's representative name
Initiative's representative date of birth
Initiative's representative gender
Headquarters location: country
Headquarters location: city
Where are you making a difference?
Enriching the way in which a pet’s end-of-life care is managed can be achieved by veterinary clinics adhering and committing themselves fully to this principle and by expanding the use of products and services that wholly respect this specific moment, in France, Belgium, Luxembourg, Switzerland, the UK, Germany and Italy.
Website or social media url(s)
• Youtube: https://www.youtube.com/channel/UCLNNtXvDAz624mowteCEtyA
• Facebook : www.facebook.com/Anima.Care.pour.toujours/
• Linkedin : www.linkedin.com/company/animacare/
• Instagram : www.instagram.com/anima.care.pour.toujours/
Fostering emotional intelligence and behavioural competences
Revolutionizing veterinary care for pets
What is your current yearly budget for the initiative? If you are an idea stage, what early budget you would need to kick-off and run operations in your first year?
for profit: an organisations whose main goal is to make income through business gains
1. Founding story: Share a story about the "Aha!" moment that led the founder(s) to get started or the story of how you saw the potential for this project to succeed.
After 20 years of veterinary practice, I felt there was more I could do, especially with regard to enhancing a beloved pet’s end-of-life care, which is a subject that I have always been passionate about. I wanted to share my know-how and experience, and create a more humane and empathetic environment for this unique moment.
Thus, I decided to create Anima Care, after speaking about my vision to relatives, clients and colleagues. The enthusiastic remarks and investment proposals from some of them reinforced my convictions as a committed entrepreneur and it is from this collective dynamic that Anima Care was born.
2. The problem: What problem are you helping to solve?
The end of a pet's life is a significant moment. At this time, the bonds that unite the family and the animal become eternal. Nevertheless, this end of life can be marked by taboos, silences, and misunderstandings.
Anima Care thus proposes to lift the veil on a pet’s end of life and to enrich the current veterinary practices by introducing new empathetic practices and tools that will bring compassion and understanding to the moment.
3. Your solution: How are you planning to solve this problem? Share your specific approach.
Animals are fully respected thanks to Anima Care’s use of specific tools, and modern medical procedures, and moreover, serenity is omnipresent due to Anima Care’s understanding of the families’ emotions.
For families, Anima Care offers the following:
• information, articles, children's comic books and external resources to support bereavement..
• a quality approach that ensures all veterinary teams are well-trained and that practical tools and modern and adapted veterinary consumables are used. This guarantees they will receive the empathy they deserve.
For veterinarians, Anima care offers the following:
• An quality approach visible to customers including:
o equipment and consumables specific to this particular moment
o communication tools for their customers
• Bibliographic resources
• A network for sharing the best practices
4. Innovation: How are you innovating or using unique approaches to solve the problem?
After having studied the European and American animal funeral landscape (veterinarians and undertakers), Anima Care's innovative vision was conceived in a comprehensive manner, by combining products, training and services.
The models of innovation are based on quality approaches and other seals of quality within the veterinary profession (IFSM / Cat Friendly, Cap Douleur, ...).
Anima Care currently holds 1 patent, 3 protected designs and models, and 1 copyright to protect its inventions. Anima Care has created and published a comic for 2 to 7 year-old-children. Research and development remain an essential part of Anima Care so as to continually improve and enhance its products and services.
5. How does your project harness the pet-human bond to help people develop important social competencies (For example: emotional intelligence, collaboration, empathy, resilience, inclusivity) and overcome serious societal issues (for example: violence, abuse, trauma, isolation, abandonment)?
An animal’s place within society and a home is pivotal in creating bonds between both people and a family. Its death, and thus the end of this animal-human relationship, is a unique moment that transforms these bonds into something spiritual and eternal.
If correctly managed, a pet’s end-of-life will enable families to mourn serenely and move forward; it will help them not only to create beautiful memories, but also to accept more easily bringing another animal into the family home, thereby maintaining the special bonds created by a pet. Paying attention to those who mourn the loss of a pet enables them to feel that their grief is recognised and understood, thus breaking their feeling of isolation and others’ lack of understanding.
For the veterinary establishment, end-of-life management is a time when the values of care, empathy and alliance with the families are expressed.
Furthermore, the practice of euthanasia has been identified as a risk factor for suicide in the veterinary profession. Reflecting on and enriching one's practices is one way to protect oneself from this occupational risk.
6. Impact: how has your project made a difference so far in terms of both business outputs and social impact? How do you plan on measuring progress?
The success of our actions is measured by the veterinary clinics’ commitment to using our products in France (> 900 veterinary clinics) and in European markets (7 countries). During the first financial year, more than 60K body bags were sold. Anima Care achieved a turnover of 550K€ in its first financial year by creating a market that previously did not.
The concept of this project is to change the veterinary community’s practices concerning the end-of-life and it’s with great pride that in 18 months, the body bag has become the reference for preparing, preserving and transporting the bodies, thus replacing the plastic bag that forced an animal’s body to be treated as waste.
The ‘coup de cœur de la Nuit du Jardin et de l'Animal’ prize, organised by the interprofessional specialised animal distribution network in April 19, also showed tremendous recognition of the work accomplished.
7. Growth strategies: what are your main strategies for scaling your impact?
Our strategy to increase the impact of our actions is based on 5 priorities:
• Developing the brand and its commitments in French-speaking Europe
• Continuous training of veterinary teams by developing the Animacademy in partnership with a veterinary on-the-job training organisation.
• R&D with today +10 innovations under development and intellectual property protection
• Partnerships with pet undertakers.
• Increasing Anima Care’s reputation with the general public through communication, press and public relations campaigns.
8. Creating shared value: How does your initiative create value for different stakeholders?
The human-animal bond is a societal advantage as it implements values of respect for life, ethics and humanism. The death of a pet highlights the ties that united the family and the animal, and these bonds last a long time.
By offering veterinarians a comprehensive approach, Anima Care enables them to: animate their ‘vocational’ professionalism, showcase their company/clinic’s brand and create new acts anticipated by families, thereby generating financial and positive returns in terms of image.
By offering families support and empathetic modern end-of-life care, Anima Care enables them to honour the life of their deceased animal, express the strength of their bonds and envisage accepting a new pet into the family serenely
9. Financial sustainability plan: can you tell us about your plan to fund your project and how that plan will be sustainable in the short, medium, and long term?
Our development is based on a robust short and medium-term financing plan:
• share capital of 276 K€: 55% held by the founder and 45% shared between the 19 shareholders
• 100K€ bank loan
Subsequently, the various sources of financing have enabled Anima Care to develop its activity since April '18 and will enable it to cover its working capital requirements until the end of 2020. Within 3 years from its creation, Anima Care is looking to be financially autonomous, and its activity will then be self-financing. In addition to its activity, Anima Care's long-term financing will be ensured by various partnership opportunities and potential equity investments in large structures and players in the veterinary and cremation market
10. Team: what is the current composition of your team (types of roles, qualifications, full-time vs. part-time, board members, etc.), and how do you plan to evolve the team’s composition as the project grows?
Anima Care’s team is leaded by V. Dattée and his assistant managing director, Léa Génin. The team of 12 people is ramified in 6 departments, with its own manager: Communications, Marketing, Strategy, Administrative and Financial, The Sales & Services, R&D.
Each department’s manager is responsible for overseeing the co-workers: administrative assistant, Web-developer, graphic designer and community manager.
A steering committee made up of the department heads, meets every 3 months.
11. How do you plan to influence your field of work if you are a winner of this edition of the Purina BetterwithPets Prize?
The Purina BetterwithPets Award will allow Anima Care to:
• Develop its Animacademy training courses, thereby enabling the veterinary teams to improve their communication skills, and help them manage this unique moment in the most empathetic way.
• Accelerate the development of the R&D sector, thus making it possible to bring new products onto the market.
o Equipment (veterinary mortuary cabinets),
o Consumables (biodegradable cover(s)),
o Services (Assessing an animal’s quality of life before deciding on whether euthanasia should be carried out).
12. How did you hear about this challenge?
Recommended by others