"Innovation helps us tap into the pool of opportunities available and continuously drives us to reach higher heights."

We interview women in our community about innovation and what drives them to make a difference in their industries. This week we spoke to Bernice Choi, Prachi Arya, and Michelle Lee, founders of Pawfectly.

What are you working on?

Pawfectly aims to digitalise dog training and wellness solutions.
Our digital offering lets pet parents train their dogs from the comfort of their homes, whenever they want. Our easy to understand, step-by-step, audio-visual training modules, made available through an app and a website, can be tailored to a dog’s learning pace and behaviour. We also plan to incorporate suggested practice reminders based on the learning feedback we receive from the users.

Our step by step modules are customisable and break training down into easy-to-understand chunks for the pet parent to follow. At the end of each module, feedback is sought on the dog’s training progress and learning pace. The other modules are then algorithmically lengthened or shortened to match the dog’s pace.

Why is innovation important to you?

Innovation helps us tap into the pool of opportunities available and continuously drives us to reach higher heights. It allows us to do our part in making the world a better place by creating solutions and making the impossible possible.

What drives you to make a difference?

Our team comprises of three individuals who while possessing very different skill sets, all share the experience of having been a pet parent in the past and feeling like we could’ve done a better job of training our pets, if not for the want of the right resources. Pawfectly was a result of the desire on part of all three of us- Michelle, Bernice and Prachi, to be able to do more dogs and their owners’ justice in terms of their shared living experiences.

We are also motivated by the fact that one of the most common reasons for pet abandonment is dogs’ behavioural problems that can be solved with proper training. Through easily accessible dog training resources, we hope this will reduce the pet abandonment rate observed around the world.

Do you have any advice for getting more women into the innovation ecosystem?
  • Do not be afraid to act on your ideas and take smart risks.
  • The Canberra community is always supportive and happy to help, so be sure to reach out.
  • Do not let your fear of failure deter you from trying. Go out and pursue your dreams, especially if you believe you can make a difference.
What are you proud of right now?

We are one of the top five teams to have won a grant at Innovation ACT 2020! We made a lot of progress throughout ANU Summer Founder pilot progress which we are able to showcase in the recent demo day.

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