Episode #58: Meet the Start-Up for Cat Ladies (and Guys)

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  Sam Herrick:
  Are you a proud cat lady? So are these guys.

  Cecelia Carrera:
  We really wanted to automate this for cat parents, and that’s why our customers love us—because we make this a super-easy process for them. At that point, I had to make a decision: move my family to Minnesota to continue on this amazing career path with an amazing company, or really take a chance to do something new.

  Greg Baker:
  Well, in your role, you’re working about 24/7 anyway—in both of your roles.

  Cecelia Carrera:
  Yeah. I even joke that when we’re talking to some of our partners overseas, it works out because I’m up in the middle of the night feeding the baby anyway, so getting on an email or a call is no big deal.

  Sam Herrick:
  Hello, everyone. Welcome back to this episode of The Tech Optimist. We have a Meet the Startup episode planned for you today with the company BistroCat. On the AV side of the ball, the leader today is Greg Baker, Managing Partner here at Alumni Ventures and no stranger to the podcast. Our guest is Cecelia Haren Carrera, Founder and CEO of BistroCat.

  You’ll hear the same spiel as always, but my name is Sam. I’m the tech note writer, editor, and guide for this show.

  Here’s a sneak peek of today’s conversation: Cecelia and her team at BistroCat are deeply focused on technological and innovative decisions with their product. They’ve designed a cat feeder that uses AI technology—yes, a cat feeder that uses AI to personalize feeding and automate cat care in your home.

  I won’t spoil the technology or exactly how it works, but it’s a very cool product. The company’s values and morals really shine through. Cecelia is also a big advocate for balancing being a mother, founder, and entrepreneur, and it’s refreshing to hear her perspective on that work-life balance.

  So, I’ll stop talking—let’s get into the show.

  As a reminder, The Tech Optimist podcast is for informational purposes only. It is not personalized advice and not an offer to buy or sell securities. For additional important details, please see the text description accompanying this episode.

  Cecelia Carrera:
  All right, I’m ready to go.

  Greg Baker:
  Hello, everyone. Welcome to another edition of The Tech Optimist Podcast. My name is Greg Baker. I’m a Managing Partner here at Alumni Ventures, and I’m joined today by Cece Carrera, Founder and CEO of BistroCat. Welcome, Cece.

  Cecelia Carrera:
  Thank you for having me.

  Greg Baker:
  Why don’t you tell us a little about BistroCat? I think I get it from the name, but—

  Cecelia Carrera:
  Yep. BistroCat is the world’s first and only fully automated wet cat food feeder that doesn’t require ice packs or refrigeration. The easiest way to visualize it is to think of a kitty Keurig.

  The same way coffee brands package their coffees into K-cups, we work with pet food brands to put their product into our pods. You preload the pods into the device, manage everything from your phone—feeding schedules, tracking—and then our device opens, serves, and even self-cleans wet meals for you.

  We’re eliminating the mess associated with serving wet food and ultimately elevating healthcare for cat parents everywhere.

  Greg Baker:
  Okay. I haven’t ever had a cat—I’m a cat grandpa.

  Cecelia Carrera:
  I love that.

  Greg Baker:
  By reputation, cats are finicky eaters. Tell me why you need the first-ever automated wet cat food feeder.

  Cecelia Carrera:
  Yeah, you touched on a good point—cats are finicky eaters. But first, why do cats need wet food? Unlike dogs, cats aren’t wired to drink enough water from bowls daily. They’re designed to get hydration from their prey.

  As we domesticate cats and keep them indoors, they lose that natural source of moisture. Feeding only kibble can lead to dehydration, which causes kidney failure, skin and coat problems, hairballs, urinary issues—the most common diseases in cats today.

  With just two wet meals a day, cats can achieve up to 80% of their daily moisture requirements.

  Opening cans of wet food is messy—you peel it back, juice splatters, and you smell like cat food all day. It’s the worst.

  So we automated the process. Customers love us because we make feeding super easy. With the BistroCat app, you can schedule meals, track feeding habits, and the device has a video camera and microphone built in.

  But we didn’t stop at automation—we pushed further. We built an entire health platform. While your cat eats, we track consumption patterns to identify flavor preferences and build feeding trends.

  If you have a picky cat, you’ve probably switched diets and wasted money figuring out what they like. Our device tracks interactions with food and knows exactly which flavors and brands your cat prefers.

  We use this information to build a smart-ship program: when you subscribe to our food kit service, we send only the products you need, when you need them. It’s completely customized to your cat.

  Sam Herrick:
  All right, we’re going to take a quick break. Hold on—we’ll be right back.

  Laura Rippy:
  Hey, everyone. Taking a quick break to share more about the Women’s Fund from Alumni Ventures.

  AV is one of the only VC firms making venture capital accessible to individual accredited investors. In fact, AV is one of the most active and best-performing VCs in the U.S., co-investing alongside renowned lead investors.

  With the Alumni Ventures Women’s Fund, you can invest in fiery female founders. PitchBook reports that female-led startups are more capital-efficient and exit faster, yet only receive 15% of VC dollars.

  We see this as a huge opportunity and start from a position of strength—AV has already invested in over 350 startups founded or led by women.

  Join us in the Women’s Fund to back a diversified portfolio of female-led, high-velocity startups changing the world. Visit av.vc/funds/womens to learn more. Now, back to the show.

  Sam Herrick:
  Hi, everyone, it’s Sam. I’m jumping in for the first time in this episode to share a BistroCat video that really exemplifies their product—the cat feeder—and how it works. It has great animations, strong voiceover, and it’s a well-crafted marketing asset that explains BistroCat concisely and clearly.

  Before we watch it, on their website, Cece wrote a letter to customers explaining why they’re doing this. I want to read it first to help everyone understand the mindset behind the product:

  The mission of BistroCat is simple: to improve the lives of cats and their humans.
  As a lifelong cat mom who spent years in the pet industry, I was frustrated by the lack of innovation in feline care. Cats need moisture in their diets, but too many parents skip wet food because of the mess. A dry food-only diet can devastate a cat’s health. Knowing this was a huge market problem, I became determined to create a solution.
  As we prototyped BistroCat, we realized we could do more than solve inconveniences. We could help cat parents proactively monitor health—something previously unattainable. This inspired integrating cutting-edge AI technology and smart features into our feeder.
  My hope is that BistroCat becomes the new standard for feline dining, allowing pet parents to improve their cat’s health one meal at a time. Thank you all for your support,
  Cece

  Okay, let’s hop into that video I mentioned.

  Speaker 5:
  BistroCat is the world’s first automated wet cat food feeder that doesn’t require ice packs or refrigeration. Our patented technology eliminates the mess and hassle of serving wet cat food by automating mealtime—from opening, serving, and even self-cleaning meals.

  We also offer a personalized food subscription service that customizes deliveries based on your cat’s flavor and feeding preferences.

  Here’s how it works:

  1. Preload your cat’s favorite BistroPods into the food canister.

  2. When it’s mealtime, a BistroPod drops into the feeder’s covered tray and rotates to our QR reader.

  3. BistroCat collects meal information, identifying brand and recipe.

  4. The BistroPod moves into the preparation chamber, where the foil lid is safely removed.

  5. A customizable chime alerts your cat that a fresh meal is ready, served in the tray.

  Speaker:
  When your cat approaches our feeder, the camera wakes up, allowing you the option to livestream and share the video directly to your social accounts. While your cat enjoys this fine dining experience, BistroCat is learning their consumption patterns.

  Using our smart scale, the BistroPod is weighed every five seconds during feeding. This allows us to learn how much and how quickly your cat is eating. Our system then analyzes this data, along with previous feeding data, to develop your cat’s unique dining profile based on flavor preferences and eating behaviors.

  We use this to customize food deliveries, so you only get what you need when you need it. An hour after the meal has been served, the BistroPod is safely discarded into the airtight disposal chamber, protected with bacterial-killing antimicrobial technology. Once all 16 BistroPods have been served and discarded, simply remove the dishwasher-safe tray from the disposal chamber for an easy toss into your garbage or recycling bin.

  Now that’s cat care reimagined.

  Greg Baker:
  Okay. Now, again, not being a cat person, but somewhat familiar with Keurig—there are multiple varieties. Dunkin’ Donuts sells K-Cups, and you can get anything. What varieties of cat food can you offer?

  Cecelia Carrera:
  Yeah, variety is definitely important to us, and we know cat parents are very brand-loyal as well. Right now, if you go on our website, you’ll see Cat Gourmet—that’s the first brand we’ve launched with. There are four recipes available with targeted health solutions: brain health, immunity, hip and joint, and gut and digestibility.

  But we don’t want to stop there. In the next few weeks, if you’re following along, you’ll see us rolling out new brand partnerships. These are brands you’ll find in pet specialty stores, Walmart, and other big-box stores. We’ll have several brands launched by the end of this year.

  When ordering your BistroCat, you’ll be able to pick from these brands for your subscription. We also have several more brands scheduled for Q1 next year.

  We definitely want variety: different price points, proteins, flavors, and formats. Some cats like pâté, some like shreds. We want to ensure all options are available so your cat gets exactly what they want.

  Greg Baker:
  Okay. You’re just launching your product commercially—lots happening with that. What’s next?

  Cecelia Carrera:
  First, we want to get these feeders out. We’ve been doing great, with lots of pre-orders, and we’re excited about the market demand. My focus now is fulfilling and delivering.

  Over the next 12–24 months, we’ll onboard new food brand partners to give customers the variety they want. We’re also building a smart scale for cats themselves—something I really want to launch in 2025.

  Over 80% of U.S. house cats are overweight. That means vets often recommend diets, but follow-up is lacking. If you’ve ever put a cat in a carrier, you know how tough it is. Many owners skip monthly weigh-ins entirely.

  We want a platform where cats step on a scale while eating, unaware they’re being weighed. We can track weight changes during weight loss or management diets and prove measurable results over time. With a click, this data can be exported to your vet.

  So for us, it’s about continuing to build the health platform—making life easier for cats and their humans. We’ll automate more, collect more health data, and track issues proactively.

  We also plan to expand into brick-and-mortar retail. Right now, we’re direct-to-consumer, but we want the hardware in stores so customers can experience it before purchasing.

  Greg Baker:
  Great. You mentioned dogs earlier. I’m also not a dog owner—dog grandpa—so there’s no dog-or-cat bias here.

  Cecelia Carrera:
  That’s all right. Dogs are definitely in our future. For launch, we’re focused on cats because they really need moisture.

  But dogs also have high wet food demand, especially senior dogs, puppies, and dogs with dental issues—common in small breeds. Automating wet meals for these dogs will be an easy transition for us.

  Eventually, we’ll develop solutions for large dogs, which will require bigger pods. That’s more of a Gen 2 or Gen 3 product. We’re not forgetting our canine friends, but right now the focus is feline.

  Greg Baker:
  All right. So, why your team and why now? What brought you on this journey?

  Cecelia Carrera:
  We have an incredible team. A bit about my background: I’ve spent most of my career in the pet space, starting at BrightPet Nutrition Group in Lisbon, Ohio—one of the world’s leading manufacturers for dog and cat kibble and premium treats.

  I focused mainly on marketing: brand strategy, channel strategy, consumer research, new product development, and overseeing operations domestically and internationally. I helped transform BrightPet from a manufacturing-based company into a true CPG company.

  I loved that work and still stay close with my BrightPet team, but I wanted to validate my experience with larger CPG exposure. I transitioned to JM Smucker to lead pet innovation teams, working on mainstream brands like Rachael Ray Nutrish and Kibbles ’n Bits.

  JM Smucker eventually divested most pet food brands to those holdings, and I was one of three chosen to establish an innovation arm for a billion-dollar acquisition.

  At that point, I faced a decision: move my family to Minnesota to continue this amazing career path with an amazing company—or take a chance to do something new.

  Although working on mainstream brands was important, I felt compelled to make a bigger, immediate impact in the pet space.

  I’ve been a lifelong cat owner—growing up with five cats in the country. We used to joke that when one cat passed, a “vacancy” sign went up because another cat would instantly appear on the porch.

  I’ve always known the frustration of serving wet food and the importance of wet meals for cats. The timing felt right to build this solution.

  That’s when I met my co-founder, Peter Franklin—a first-time cat owner from the software and tech space, a serial entrepreneur with multiple successful exits.

  He was also frustrated: “I have a cat for the first time, and everything in my house is automated—except wet food. Why?”

  We discussed it and realized the timing was perfect. Right now, everyone’s talking about cats—it’s the year of the cat, I say. It’s a great time to be in pet care, and we have the right team to build this.

  Cecelia Carrera:
  We have a Chief Product Officer who has successfully built and launched many hardware and tech products, and he’s leading much of that development. We’ve also got Aaron Taylor leading our pet food partnerships. He comes from Apple, has spent time in the pet space, and has experience with Disney. He’s fantastic at relationship-building and ensuring our partners are well taken care of. Overall, we just have an incredible team.

  Greg Baker:
  Great. Is there anything unusual or surprising about your company?

  Cecelia Carrera:
  I’d say the most unusual thing is how our team comes together. We’re scattered all over, not all in one place, so we rely heavily on Zoom and team meetings. I like to say we’re the modern workforce.

  As I mentioned earlier, I have four kids—a six-year-old, a five-year-old, a three-year-old, and a newborn who’s on my lap right now. We’re breaking the status quo that says you have to choose between a career and having a family. Our team proves you can balance both.

  My co-founder just got married and was on his honeymoon, and while we celebrate all these life events, we’re still very engaged with daily operations. I was even answering emails while in labor at the hospital. Maybe that’s admirable, maybe it’s crazy—but I think it’s a really cool part of our team culture.

  Greg Baker:
  Yeah. I sent you an email right after your youngest was born, and it had a list of “If this happens, contact this person,” so I did—but you replied before they did.

  Cecelia Carrera:
  Yep. Sounds right.

  Greg Baker:
  I guess by the fourth child, it’s a little more comfortable.

  Cecelia Carrera:
  Exactly. At this point, I just throw them in my purse and go out.

  Greg Baker:
  Yes.

  Cecelia Carrera:
  Not really—don’t call CPS on me.

  Greg Baker:
  And in your role, you’re working about 24/7 anyway, in both of your roles.

  Cecelia Carrera:
  Yes. I even joke that when we’re talking to overseas partners, it works out because I’m up in the middle of the night feeding the baby anyway—so hopping on an email or call is no big deal.

  Greg Baker:
  And you don’t have to worry about feeding the cats because—

  Cecelia Carrera:
  Exactly. I can do that right from my bed.

  Greg Baker:
  With multiple cats, do you need multiple feeders?

  Cecelia Carrera:
  It depends on how you feed your cats. You could have multiple feeders—one per cat. We also have customers who feed their cats at different times instead.

  Normally, if you just open food for everyone, it’s a free-for-all. There’s often an alpha cat, which can cause conflict. Many cat parents already separate cats into different rooms and feed them at different times. You can control it that way.

  But we know multi-cat households need a better solution. We’re actively working on Bluetooth technology: you’ll clip a lightweight tag to your cat’s collar, and the feeder will recognize which cat is in the bowl. It’ll only dispense food to the right cat at the right time. We expect this to roll out within 12 months.

  Greg Baker:
  With dietary restrictions, would that make things more complicated?

  Cecelia Carrera:
  If one cat is on a prescription diet while others aren’t, it’s probably best to have a separate feeder for safety. Chances are you’re already doing something similar to keep cats out of the wrong food.

  We’re exploring different setups. With Bluetooth automation, you’ll be able to configure feeding times and control servings for each cat. But if medication is involved, you should still be there to administer it safely—and Carmela agrees.

  Greg Baker:
  All right. That’s good to hear. What can the Alumni Ventures community do to help you?

  Cecelia Carrera:
  Networking is key for us right now—connecting with additional investors you’ve worked with or other founders have worked with.

  We’d also love to engage with cat and pet parents, learn what brands they currently feed their pets, and hear what they’d like to see added to our brand offerings.

  We’re focused on building a strong community of cat lovers. Anyone who wants to get involved—testing products, food, or hardware—we’d love to connect and help make their lives easier.

  Greg Baker:
  And that’s BistroCat.com?

  Cecelia Carrera:
  Yep—GetBistroCat.com.

  Greg Baker:
  GetBistroCat.com—got it. Well, we’ll take a quick break and be right back.

  Cecelia Carrera:
  Sounds good.

  Speaker 6:
  Do you have a venture capital portfolio of cutting-edge startups? Without one, you could be missing out on enormous value creation and a more diversified personal portfolio. Alumni Ventures, ranked a top-20 VC firm by CB Insights, is the leading VC firm for individual investors. Believe in investing in innovation? Visit av.vc/foundation to get started.

  Greg Baker:
  Welcome back. We’re with Cece Carrera of BistroCat. Cece, you recently launched the product—we mentioned GetBistroCat.com. Is that the only place it’s available for purchase?

  Cecelia Carrera:
  Right now, yes—that’s the only place to buy it. If you’re thinking about buying one because you want your life to be easier and your cat to purr more, I highly recommend ordering now.

  We currently have a pre-sale discount—the feeder is priced at $145. In the next few weeks, as we approach shipping dates, that price will increase to full price: $295 with the smart ship subscription. So definitely take advantage of the discount now.

  Greg Baker:
  And the food will be in different packaging. Is that an added price versus regular cat food, or—

  Cecelia Carrera:
  The cost per ounce is pretty similar to what you’ll find on shelves today. Even when you see our brand partners launch, if you compare their standard pricing to our pod pricing, it’s ultimately the same—but you’re getting more.

  You’ll receive 64 pods in a case, which is about a month’s supply if you’re feeding your cat two to three pods per day. The pods are smaller—1.4 ounces—and that’s intentional. We want cats to eat smaller amounts more frequently throughout the day. This helps with digestion and reduces food waste.

  But again, the cost per ounce will be comparable to what you’re already seeing in stores.

  If you’re not sure which flavors to include in your subscription, just email us at [email protected]. We’ll happily send free samples of the Cat Gourmet recipes—a full case—so you can see what your cat prefers.

  Your feeder will also ship with a free case of food in your first order before you’re enrolled in the subscription process.

  Greg Baker:
  Okay. You were in a large, corporate, fast-track, executive-type role, and you made the leap to doing a startup. What would you tell other potential founders? Are you happy you did that? What didn’t you know about what you were getting into?

  Cecelia Carrera:
  Oh gosh. Am I happy I did it? Absolutely. This is the best thing I’ve ever done for my career.

  I remember coming home and telling my husband, “I think I’m going to walk away from this very secure, cushy job in a big CPG—where I could retire from—to take this huge risk. I’m leaving a big salary to do this.”

  And I have to say, I married really well, because he looked at me and said:
  “Are you going to be happy?”
  I said, “Yes.”
  “Are you passionate about it?”
  “Yes.”
  He said, “You have my full support. Go do it.”

  So first, make sure your network supports you. If they don’t, use that as motivation to prove them wrong.

  I’d also tell other founders: be ready to lose sleep and give it your all. In my experience, there are big highs and big lows—it’s an emotional rollercoaster. You need to prepare yourself for that.

  Don’t let the highs make you overconfident, thinking it’s smooth sailing. At the same time, remember that lows are temporary. If you can work through them, you’ll be fine.

  For me, nothing is failure. If something goes off-track or feels tough, I treat it as a learning experience: What can we learn? How can we improve the business?

  If you stay positive and find silver linings during those low points, you’ll make your business stronger. So it’s about keeping your head up—and drinking way too much caffeine.

  Greg Baker:
  Well, you’ve taken on a lot, but you seem to be excelling at all of it.

  Cecelia Carrera:
  Thank you.

  Greg Baker:
  We wish you continued success, and we’re glad to be a small part of the journey. For everyone listening, it’s GetBistroCat.com. Cece, thank you so much for joining us today.

  Cecelia Carrera:
  Thank you so much. It was great chatting, as always.

  Greg Baker:
  All right.

  Sam Herrick:
  Thanks again for tuning into The Tech Optimist. If you enjoyed this episode, we’d really appreciate it if you gave us a rating on whichever podcast app you’re using. And remember to subscribe to keep up with each episode.

  The Tech Optimist welcomes any questions, comments, or segment suggestions. Please email us at [email protected] with any of those, and be sure to visit our website at av.vc.

  As always, keep building.