For many early-stage entrepreneurs, the biggest challenge isn’t coming up with an idea. It’s what comes after.
“There’s this messy middle where you’ve validated demand but need capital to really prove scale,” says Anthony Gatti and Nathan Ruff, co-founders of PetPax Co. “You’re beyond friends-and-family, but still too early for traditional venture capital. That’s where a lot of great ideas stall out.”
This funding gap is a recurring theme across countries in GEM research. Gatti and Ruff believe that targeted policies – such as early-stage operational grants, R&D subsidies, or credits for small-batch production – could be game-changers for startups, helping founders move forward without taking on risky debt or prematurely giving away equity.
PetPax Co. is a fast-growing startup focused on simplifying pet wellness through easy to give, science-backed solutions because pet care should be doable, not daunting. PetPax Co. utilises its signature method, the SupplaMelts™, to deliver holistic active ingredients in under 90 seconds, far quicker than 35 minutes for traditional pills. The SupplaMelt is a strip that dissolves in a dog’s cheek pocket, making for both extremely easy delivery and fast absorption through the oral mucosa. They have also utilised that speed and ease in two other products. ZenMelts® helps support dogs with anxiety, while DentalMelts™ provides dogs with daily oral health and fresh breath.
The products were born out of personal frustration. Both Gatti and Ruff were owners to dogs struggling with anxiety issues.
“We were overwhelmed by the supplement options: confusing labels, messy formats, and limited effectiveness,” they explained. “If it was hard for us, we knew it had to be worse for other pet parents. We built the product we wish we had; something effective, easy to give, and transparent about what’s inside.”
Their journey as co-founders began at Babson College, where they met during their MBA studies. Babson played a pivotal role – through coursework, mentorship, and competitions like the annual B.E.T.A. (Babson Entrepreneurial Thought & Action®) Challenge. Gatti and Ruff note that it was the entrepreneurial mindset, not just the degree, that helped shape their path. “Entrepreneurship education gave us the toolkit and the community to build something new, to ask the right questions, and to keep moving forward when things got tough.”
Sustainability is important to the co-founders. From avoiding plastic tubs to relocating manufacturing to the U.S. to reduce emissions, the company is actively designing its systems to scale sustainably.
“We care about what we’re building long-term. Sustainability wasn’t an afterthought; it’s baked in,” said Gatti.
Looking ahead, the team plans to expand their product line to address broader pet health needs, including digestion, mobility, and allergies, while keeping the focus on trust and usability.
“We’re not trying to be the biggest brand overnight,” said Ruff. “We’re trying to be the most trusted.”
While tools like AI are helping the team streamline customer research and forecasting, Gatti is quick to note that real human connection remains central. “You can’t automate trust.”
We thank Babson College, one of GEM's founding organisations, for providing this material and helping to put our data in a real-world context.