Helping animals in trouble

Photo of Павел Каледа
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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

Pavel Kaliada

Initiative's representative date of birth


Initiative's representative gender

  • Man

Headquarters location: country

  • Belarus

Headquarters location: city


Where are you making a difference?

Belarus (can be adopted to any location)

Website or social media url(s) - Assistant - Official Page

Date Started


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?

  • Less than €1k

Organisation Type

  • nonprofit/NGO: an organisation that uses its resources to achieve a purpose outside of creating profit

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.

I'm a happy owner of 5 dogs an 7 cats - we all live together with my family in a small village near Minsk. My family is very active, as a volunteer, in helping animals who gets in trouble - we try to help them on a local level. I am an IT-specialist, who decided to brings together people who are not indifferent and helps them to interact effectively and make an interactive assistant for this purpose. We are successfully act for 2 years already, using only own resources and donates to develope the project

2. The problem: What problem are you helping to solve?

Mazaj is an interactive assistant, knowing what to do, in case you lost your pet or you found a homeless animal on the street. It helps to generate an ad and share it in social web. Mazaj is also a community of passionate people who now find it easier to help each other via chat rooms on Facebook Messenger itself. Here you can get advice from veterinarians, find a groomer, photographer, advertising specialist or car help for your pet

3. Your solution: How are you planning to solve this problem? Share your specific approach.

Project uses clever integrations between services to give people positive experience in solving their problem.

4. Innovation: How are you innovating or using unique approaches to solve the problem?

Interactive assistant is a complicated chat-bot which clever uses data

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)?

We use a chat-rooms to bring together volunteer and specialists

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?

People use service to find a lost pet or a home for it. So we know how many of them created an ad, we promote these ads in our community and control the result.

7. Growth strategies: what are your main strategies for scaling your impact?

The assistant itself is ready and active, it needs more resources for promotion - making actions by giving food for example and promotion of each ad that people make

8. Creating shared value: How does your initiative create value for different stakeholders?

The homeless animals in Belarus is still a huge issue, people mostly are not well-organised and act separetly

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?

We promote each ad that is posted via our assistant - that a very effective itself. Almost all technical part of it is free, can use more resources when it become more popural, but it's not a big money

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?

We are two IT-specialists who does all programming part, all design and PR. It is enough on this stage

11. How do you plan to influence your field of work if you are a winner of this edition of the Purina BetterwithPets Prize?

I will use this opportunity to develop project for it to be more useful

12. How did you hear about this challenge?

  • Recommended by others

Evaluation results

5 evaluations so far

1. OVERALL Evaluation

Yes, absolutely! - 60%

Yes/maybe - 20%

Maybe - 20%

Maybe/no - 0%

No - 0%

2. Is this entry INNOVATIVE?

Yes, absolutely! - 60%

Yes/maybe - 40%

Maybe - 0%

Maybe/no - 0%

No - 0%

3. Does this entry have SOCIAL IMPACT?

Yes, absolutely! - 60%

Yes/maybe - 0%

Maybe - 40%

Maybe/no - 0%

No - 0%

4. Does this entry have potential to GROW & demonstrate LEADERSHIP?

Yes, absolutely! - 80%

Yes/maybe - 0%

Maybe - 20%

Maybe/no - 0%

No - 0%

5. Is this entry VIABLE?

Yes, absolutely! - 60%

Yes/maybe - 20%

Maybe - 20%

Maybe/no - 0%

No - 0%


Yes, absolutely! - 80%

Yes/maybe - 20%

Maybe - 0%

Maybe/no - 0%

No - 0%

7. FEEDBACK – Highlights

INNOVATION: You have a great understanding of the problem, have researched existing solutions, and have developed unique, thoughtful new solutions or used an old model in a new way - 66.7%

IMPACT: You use specific numbers and evidence to describe what your project has achieved so far (or plan to achieve in the future) and you have a plan for measuring impact - 100%

GROWTH & LEADERSHIP POTENTIAL: You have a thoughtful plan for growth and your founding team has a strong combination of leadership and knowledge-based skills - 100%

VIABIBLITY: You have given a great deal of thought to not just the idea itself but how to make it work from a financial perspective in the present and future - 66.7%

CHANGEMAKING ACTIVATION: You value thinking around how to activate changemakers and empower them to innovate through your product or programming - 66.7%

POTENTIAL TO CREATE SHARED VALUE: You have a clearly defined plan on how to maximize shared value across multiple sectors and stakeholders - 66.7%

WRITING STYLE: Your writing style is concise, descriptive, clear, and specific - 33.3%

Other option - 0%

8. FEEDBACK - Areas for Improvement

INNOVATION: Be more specific in your description of the research you have done into the past solutions to this problem and focus on how your solution is unique and innovative - 50%

IMPACT: Provide specific instances of your social impact and how you plan to measure impact – it may be helpful to describe the beneficiaries, products and programming, and provide evidence of (or plan for) how to measure impact - 100%

GROWTH & LEADERSHIP POTENTIAL: Your plan for growing the organization can benefit from more specifics. How can you round out the various skills of your current leadership team to make the project a long-term success? - 100%

VIABILITY: Make sure you have provided descriptive information about your financial sustainability plan. Where do the funds come from now and do you have a concrete plan for future sustainability? - 50%

POTENTIAL TO CREATE SHARED VALUE: Your plan can benefit from more thought on how to create value for all stakeholders, not just immediate beneficiaries - 50%

WRITING STYLE: Try to be more concise, descriptive, clear, and specific. Avoid jargon - 50%

Nothing – I thought everything was great! - 0%

Other option - 0%

Attachments (1)


Join the conversation:

Photo of Alexey Gavrilov

We can share source code of our project with you if you need this.

You can find us on

Photo of Павел Каледа

Nice, I would be glad to share our ideas

you can write me on Facebook:

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