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为猫铲屎，从「小烦恼」到「大生意」。
Eric DosSantos很喜欢他的猫Autumn，但是他讨厌给Autumn铲屎。
和大多数爱猫人士一样，洛杉矶媒体制作人DosSantos用过典型的塑料猫砂盆和猫砂铲，但他觉得这很恶心，于是DosSantos决定做点什么。
大约五年前，他花了545美元买了一个名为“猫砂机器人3号” (Litter-Robot 3)的自动清洁猫砂盆。自那之后，他又购买了它的升级款——售价高达699美元的“猫砂机器人4号”。现在，他同时拥有旧款和新款的自动清洁猫砂盆，每个都摆放在他家的不同区域。
他说：“猫屎是一种可怕的东西，而自动清洁猫砂盆让它变好了一点。”
科技解放「铲屎官」
与世界上发生的所有可怕的事情相比，处理猫屎只是一个小烦恼。但对于4,530万养猫的美国家庭来说，这是一个每天都要面对的问题。
与此同时，养宠物的人也都喜欢为宠物花钱。根据美国宠物用品协会 (American Pet Products Association) 的数据，去年宠物行业的销售额达到了1,240亿美元。
这些支出，再加上全自动吸尘器的普及，以及家庭对科技的接受程度，让Whisker公司的业务不断增长。除了生产自动清洁猫砂盆以外，该公司还生产自动喂食器以及其他一系列宠物用品。
同时，它也不是唯一一家设计高科技猫砂盆的公司，其竞争对手包括Spectrum Brands (LitterMaid) 和Radio Systems (PetSafe)这样的大公司，还有大量中国制造的仿制产品。
自动猫砂盆，图源：Whisker
不过，总部位于密歇根州奥本山的Whisker正在迅速发展，去年收入达到1.5亿美元，比2015年的750万美元增长了20倍。该公司预计今年的销售额将达到1.8亿美元，尽管其最新推出的产品出现了一些故障，激怒了一些客户，迫使该公司放缓销售。与此同时，该公司正在准备推出更多科技化的宠物产品，并打算利用其设备生成的数据来及早提示动物的健康问题。
Whisker 34岁的首席执行官Jacob Zuppke表示：“我们是以良好的、保守的方式在发展这项硬件业务，即通过盈利来推动业务发展。”他指出，该公司自2005年以来一直处于盈利状态。“我们没有得意忘形，也没有冒进。”
Zuppke是做营销出身，曾担任该公司的顾问，今年在与Whisker的创始人兼董事长Brad Baxter共事后出任了该公司的首席执行官。Baxter仍然是Whisker公司最大的个人股东，持股43%，Zuppke持股7%；以私募股权公司Pondera Holdings为首的投资者则拥有剩下的50%股权。
为了效仿iRobot的发展轨迹，Whisker于2021年夏天将该公司前研发主管Tim Saeger拉进了董事会。广受欢迎的Roomba吸尘器就是iRobot生产的，该公司市值14亿美元。“我感觉就像15年前空降到iRobot一样。”Saeger说，“感觉就像我以前看过这部电影。”
充满激情的项目
1999年，56岁的Baxter在地下室清理他继承的两只猫留下的烂摊子。他回忆说：“我会忘记铲屎，然后我就会发现，猫咪拉在了猫砂盆外面以示抗议。”
Baxter是一个工程师，曾在福特公司工作过，当时还在为汽车公司做顾问，他认为他可以解决这个为猫咪铲屎的问题。
他先是从LitterMaid买了一个早期的自动清洁猫砂盆，但他不喜欢它推动结块的猫砂的方式，“就像一个雪堆。”他说。
于是他想出了一个主意，让猫砂通过一个筛子，把脏的猫砂和干净的猫砂分开。然后他进行了专利搜索，发现已经有人提出了这个想法，于是他联系了发明者Don Reitz，两人最终签署了一份授权协议。
接下来，Baxter说服了他的父亲Jim Baxter投资3.5万美元购买了该公司35%的股份，以帮助推出第一款产品。
这款名为“Litter-Robot”的自动清洁猫砂盆是一个体积不小的装置，足够让猫咪走进去拉屎。在传感器检测到猫离开后，该设备会旋转，筛选出弄脏的猫砂，并将它们存放在下面的废物抽屉里。
就像许多充满激情的项目一样，这项当时被称为AutoPets的业务一开始对Baxter来说是一个财务漏洞。他说：“大约五年后，我妻子开始对它的合理性产生了怀疑。”他估计自己在那段时间里已经为之投资了35万美元以上。
他说：“当时每个人都把我的产品看作一头丑陋的大象，因为它与外面的任何东西都不一样，而且与普通猫砂盆相比，它的体积相当大。”
亏损的原因之一是他的塑料制造工艺，但重新改造的成本很高。“没有银行会借钱给我。”他说，“我们没有任何抵押品。一个价值5万美元的模具对银行来说没有任何价值。”
由于他在汽车行业工作时与塑料供应商的关系，他说服了一家公司让他摊销模具成本，另一家公司以12%的利率提供了两年期贷款。他说：“这一切都是我与合作过的人脉和供应商想方设法完成的。在2005年重新调整后，我们就开始赚钱了。”
向宠物医疗保健进军
得益于不断增长的业务带来的利润，Baxter和他的团队推出了经过技术改进的新版本产品。随着直接面向消费者业务的增长，他们于2008年搬到了威斯康星州朱诺市一个占地3万平方英尺的工厂（后来厂房扩大到22.5万平方英尺）。
Zuppke于2015年加入该公司，担任顾问，负责数字营销。那年的一场假日营销活动将网络流量增加了10倍，其中包括与Instagram上的双面猫维纳斯 (Venus the Two-Face Cat) 等网红喵星人的合作。目前，Litter-Robot在Instagram上拥有14万粉丝。
2019年，Whisker推出了一则名为“不做铲屎官”的广告，以此取笑使用老式猫砂盆的人。此后，公司的销售额达到4,000万美元，Pondera领导了3,100万美元的资本重组，使Jim Baxter得以套现，Brad Baxter也获得了一些资金。
“苹果和戴森为消费者技术所做的，就是我们正在为宠物行业所做的。”Pondera的合伙人Seth Barkett说。
该公司的未来取决于有多少宠物主人愿意花数百美元购买一款高科技产品。消费者市场研究公司Packaged Facts发现，拥有猫砂盆的家庭中只有12%拥有自动或自动清洁的猫砂盆。根据2022年的调查，那些购买高科技设备的人通常会将这些设备保留多年，只有8%的人会在12个月内换新，另有7%的人会在两年内换新。
这些数字有助于解释为什么Whisker会希望通过推出自动喂食器等产品在自动清洁猫砂盆之外实现增长，以及会利用设备生成的数据向消费者销售订阅服务。
例如，了解每只猫使用猫砂盆的频率以及这种模式是否随时间变化，可能是尿路感染的一个警告信号。“我们的目标是塑造宠物医疗保健的未来。”Zuppke说，“我们相信，医疗保健的未来包括通过食物、水和排泄物来追踪你的宠物的健康。”
今年5月，Whisker推出了其最新款的自动清洁猫砂盆，Litter-Robot 4。由于需求量很大，推出时又遇到了固件和硬件问题，因此这场发布一波三折。
在营销部门的要求下，公司在发布前的最后一刻将边框的颜色从黑色改为白色，但这影响了传感器的反应。另一个问题是，当被放在地毯上时，该设备正确测量猫的能力会出现问题。Baxter说：“往往是那些你认为不会产生影响的东西影响了销售，然后你就要拼命去解决它。”
为了修复这些漏洞，该公司不得不暂停出货，削减了今年的预期收入。今年9月，Zuppke在Reddit上发表了一份道歉声明，并表示公司已经“暂停”了电话线路以跟上进度。产品出现故障的已买客户也很生气。
“请对售后问题做出回应！我已经提交了四次！”一位名叫MinnieMooseMania的客户写道。“请让它重新工作。”一位名为o_caritas的用户写道。
董事会成员、前iRobot研发主管Saeger则表示，随着公司规模的扩大，“风险也越来越大。现在，如果你的产品有问题，受影响的人数很快就会变大，所以你需要对如何在产品中构建高质量的设计进行投资。”
Zuppke指出，该公司在12月初提前交付了其第100万台Litter-Robot，而且它还有其他产品正在开发中。“iRobot（Roomba的制造商）已经成为其产品类别的代名词。”他说，“我认为我们的Litter-Robot在自动清洁猫砂盆领域也有同样的机会。” ■
本文译自
https://www.forbes.com/sites/amyfeldman/2022/12/16/inside-the-company-that-uses-robots-to-deal-with-cat-poop/
福布斯中国独家稿件，未经许可，请勿转载
图源：Whisker
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