Pottily: Pottying with a purpose

Source: Pottily

80% of Singapore’s population live in high-rise buildings, which presents a unique challenge for pet owners. Recognising this, Joanne Sia and Joshua Tan, both 25, have transformed dog potty care with their startup - Pottily. 

Pottily offers the first hydroponic grass dog potty in Singapore, and was conceptualised when the couple first noticed their neighbour struggling to carry her elderly Golden Retriever downstairs for bathroom breaks. 

When they witnessed this, they knew they had to find a more convenient solution and the seeds of inspiration blossomed quickly. 

“We saw how hard it was for our neighbour, and we knew there had to be a better way,” Joanne explained. 

After researching, they adapted a U.S. concept to suit local needs and created the very first prototype on their own balcony. 

“My dog would hold it in during the rain until it was unbearable. Having grass inside was a huge stress relief,” Joshua added with a chuckle.

However, bridging the gap between concept and reality proved to be a wild ride. In the early stages, they had to set up various grass types to test if they were suitable to Singapore’s humid climates. Some had slow growth rates while others attracted insects, this prompted experimentation with new prototypes. 

“We shifted to a hydroponic system that has a base that consists of a lightweight plastic sheet and uses a special substrate mix, which finally addressed the issue. There was no odour and the microbes in the grass broke down the waste produced,” said Joanne, as she detailed the eight-month developmental journey.

Joanne, a full-time consultant, and Joshua, a business student at Singapore Management University, dedicate themselves to balancing their demanding schedule whilst running Pottily. 

They are hands-on with every aspect of the business, from social media marketing to website coding and financial management. Despite their workload, they are constantly improving their product to ensure the highest quality for their customers. 

"It started as a makeshift solution but seeing my dog use it right away, we knew it had wider potential," Joshua reflected on the early success during the testing phase.

However, the couple faced their first major hurdle early on. In September 2023, their then named business, Paw Patch, was challenged by another company with a similar name. 

This competitor, a Shopee store selling dog food, believed Paw Patch was intentionally misleading customers by having similar names and demanded $10,000 in compensation for the loss of business and their entire inventory.

"We were scared and confused," Joanne admitted. "We had no idea about their brand, and our products were different – theirs was dog food, and ours were dog potties." 

The young entrepreneurs, then navigating the legal complexities for the first time, spent the next two to three months resolving the issue. This included finding legal representation, and having to rebrand their business to Pottily.
The experience was a steep learning curve. "We lost precious time and resources dealing with the case," Joanne reflected. 

Social media marketing is crucial for any startup, and had to be halted while they transitioned to their new brand. "It was a setback, but it also forced us to adapt and become more resilient," she concluded.

As Pottily grew, so did their impact on the community. The duo collaborates with Mercy Light, a local dog shelter, and provides discounts on their products which in turn supports the dog community by making products more affordable. 

They envision a future where their product is a household name in Singapore, and appeals especially to the environmentally conscious younger generation.
Balancing life and work is challenging when running a startup. Joanne and Joshua advocate for work-life integration, as they believe in the importance of being available for their business while setting aside time to recharge and remain present in their personal lives. 

Their approach towards work is shaped by the problems they have experienced along the way, as neither had family members with entrepreneurial backgrounds. "Keep an open mind and don’t get too fixated on one solution; be ready to adapt," Joanne advises.
Their journey embodies the startup ethos of risk and reward. "Don’t think, just start," Joshua encourages budding entrepreneurs, as he emphasises the necessity of action over hesitation. “If you think about all the hard work that goes into it, you will never want to start on it,” he explains.
As Pottily continues to evolve, its founders remain committed to innovation, community support, and sustainability. Their story is not just about the growth of the business but about improving the welfare of pets and their owners across Singapore as well.