From Shark Tank to Closure: The Story of PDX Pet Design – The Creative Startup That Cat Lovers Adored Join us as we have PDX Pet Design founders, Amanda and Aaron, share their journey, from their creative start, through their struggles, to the lessons learned and what other entrepreneurs can take away from their experience.
PDX Pet Design garnered attention with two quirky products designed to increase the connection between humans and the cats they own: the SHRU, an interactive cat toy, and the LICKI Brush, a funny but surprisingly useful grooming tool. We love pets, but apparently so do millions of others, and there are even startups focused on them.
| Category | Details |
|---|---|
| Founders | Tara and Jason O’Mara |
| Industry | Pet Products |
| Products | SHRU (interactive cat toy), LICKI Brush (grooming tool) |
| Investment Ask | $300,000 for 15% equity |
| Valuation at Pitch | $2 million |
| Sales at Pitch | $250,000 (SHRU), $52,000 (LICKI Brush) |
| Projected Annual Sales (2017) | $180,000 |
| Current Net Worth (Estimated) | $3 million |
| Current Status | Still in business, though without Shark Tank investment |
But, what went on when the cameras stopped rolling?” What went wrong for a company you had so high hopes for? The PDX Pet Design tale can serve as a lesson plan for entrepreneurs who work in niche markets, are innovating in product design, and know the trials of growing a business.
Join me in examining their journey—both the good and bad—from start to bankruptcy and extracting lessons we, as founders, can learn from their downfall.
PDX Pet Design Stories: Part 1
The Founders’ Background
Jason and Tara O’Mara, who founded PDX Pet Design, were skilled in design and project management. Their corporate expertise, coupled with a shared love of cats, inspired them to create new pet products. As lifelong cat owners, they had noticed a lack of toys and tools designed with feline behavior and preferences in mind.
At the heart of their enterprise was their passion for their beloved pets. From their belief that pet products should do more than entertain, but instead enrich the lives of pets and their owners. It was this ideal that became their journey.
Initial Product Offerings
PDX Pet Design debuted with two standout products:
- SHRU: An interactive, high-tech toy that mimicked the movements of prey to entertain and stimulate cats even when their owners weren’t home. The pet toy was popular among tech-savvy pet owners looking for an alternative to the classic feather wand and toy mice.
- LICKI Brush: A tongue-shaped grooming tool that enables owners to “lick” the fur of their cats and build a bond with the felines, much like they would in nature. The LICKI Brush suddenly went viral because of its amusing premise, however it also had a sensible use: creating a more intimate bond between the pet and the people petting them.
Early Challenges
As with many startups, the O’Maras’ initial years were fraught with difficulties. They had to juggle the requirements of parenting, full-time jobs, and building their business. Moreover, their production costs were high as they developed innovative products of high quality, consuming their resources.
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2: Appeared on Shark Tank
The Pitch
The couple brought their product into the national spotlight in 2016 when they appeared on Shark Tank and pitched their company, requesting $300,000 for 15% equity. That valued their company at $2 million, a risky bet for a fledgling business. Between their business and their pitch, they left an impression, snakes and bob esq.
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Sharks’ Feedback
The panel found the products interesting, but the sharks were apprehensive. Here’s a summary of their comments:
- Product Appeal: SHRU and LICKI Brush were undeniably novel but niche products, raising questions about scalability.
- Too High Valuation: The company’s $2 million valuation sparked skepticism as their sales figures were insufficient to warrant the lofty valuation.
- BARREN MARKET: The SHRU’s $119 price point was considered hefty for the average pet owner, severely limiting its market potential.
In the end, the sharks passed — but the exposure was priceless.
Impact of Shark Tank Exposure
While PDX Pet Design did not walk away with a deal, the exposure proved to be a great boon. Their website traffic exploded and their social accounts grew by thousands. The exposure introduced their quirky products to a broader audience, growing sales.
Section 3: Growth Phase
Sales Performance
PDX Pet Design Sales Grew After Shark Tank It also made $250,000 in sales of the toy SHRU, and $52,000 in sales of the LICKI Brush. Those numbers underscored the attractiveness of their products — but also exposed a major challenge: limited scalability.
Marketing Strategies
They used the buzz created by Shark Tank to market their products. To build their quality, they relied on social media, internet commercials, and word-of-mouth marketing. Their method was very reliant on the initial hype though and they tended to falter over time.
Challenges in Scaling
After all, PDX Pet Design had enjoyed a fairytale beginning. They never diversified beyond their original product offerings, and high production costs kept shrinking their margins. Growth eventually leveled off; there was no steady stream of new products to keep interest alive.
Section 4: PDX Pet Design Goes Downhill
Factors Leading to Closure
That was not the beginning of the end for PDX Pet Design, however:
- Few New Products: There had not been a product introduced by the company since the SHRU and LICKI Brush.
- Competitors: Cheaper and more widely available pet toys entered the market, leading to increasing competition for PDX Pet Design.
- Funding Allure: Lacking outside cash, the company had trouble expanding and growing.
Timeline of Decline
By 2021, PDX Pet Design was no more. The company’s website was linked to Amazon, while its social media accounts had gone silent by 2022. The company that captured the hearts of pet owners around the world faded away quietly.
Section 5: Net Worth Analysis
Initial Valuation
PDX Pet Design had a $2 million valuation during their Shark Tank pitch. This was based on their differentiated products and growth potential.
Estimated Growth Trajectory
If they’ve managed to compound 10% over those years, they’ve likely made themselves very, very wealthy. But due to this lack of scalability and innovation, they could not work on these.
Current Net Worth in 2025
As of 2025, the company’s net worth had been nearly wiped out after it was shuttered in 2021. Despite the founders’ undeniable creativity, financial miscalculations and market obstacles ultimately resulted in their demise.
PDX Pet Design: School of Hard Knocks: Lessons Learned
Realistic Valuations
The experience of PDX Pet Design highlights the necessity to have realistic valuations when looking for investment. A loftier valuation of your company can scare away potential investors.
Innovation vs. Scalability
While unique products lead to buzz, they also need to be relevant to a wider market and scalable in order to drive long-term growth. They need practical means and opportunities in the marketplace as entrepreneurs.
Leveraging Media Exposure
PDX Pet Design received enormous visibility from their Shark Tank appearance. But they could not profit from this exposure long term. It will take consistent follow-through with effective media strategies.
Take Advantage of the Infrastructure
Key Takeaways
- PDX Pet Design showed that products with uniqueness can catch the eye and find a niche.
- Traction: Businesses scale if there are some fundamentals and a growth loop.
- Adapt to changes in the market Staying competitive means evolving with customer demands and market trends.
Advice for Avoiding Similar Traps
VIDEO: Keep your customers engaged by diversifying your product range
Make sure the production cost is low enough to make money.
Innovation should be an ongoing process, but stay true to your brand’s mission.
Conclusion
From concept to shuttered doors, PDX Pet Design’s saga is a cautionary tale to entrepreneurs. This is a story of a company whose creativity and passion brought it initial success, but whose inability to scale and adapt ultimately proved its poison. Their products resonated within the pet industry, but their story illustrates a cautionary lesson on the difficulties of maintaining a niche business.
The takeaways for fledgling entrepreneurs from the PDX Pet Design story are straightforward: be creative but also practical, anticipate growth, and seek new national outlets. This can help future businesses avoid making the same mistakes and ultimately lead to a more sustainable success story.
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