Michael D. London is the CEO of Bow Wow Labs, a pet products and services company that launched in November 2018 and grew from $5,000 per month to $470,000 per month in 26 consecutive record-setting months. London is a 40+ year entrepreneur and investor best known for cofounding The Headquarters Companies (HQ) in 1967 — the international executive suites business that grew to 1,000+ offices in 700 cities across 100+ countries, was acquired by a Fortune 500 in 1983, and is today a billion-dollar+ company. London has raised more than $400 million in debt and equity across his career.
The Interview
Q: Tell me about your business.
A: The team at Bow Wow Labs is a diverse group on a mission to keep dogs healthy, happy, and safe with products and services that make life easier and fun for dogs and their owners. We create happier dogs with empowered owners — maximizing the enjoyment of having a dog while minimizing many of the risks dogs encounter in everyday life.
Q: You've grown explosively. Why?
A: We went from $5K a month in sales in our first month (November 2018), following a top-10 (out of 600) pet industry Kickstarter campaign, to $470,000 in December 2020 — essentially 26 straight months of record sales month over month. More people are at home, pets are a real source of comfort, and dogs are getting us through it. So there are more dog owners, people are spending more time with their dogs, and they are more aware of keeping them safe and healthy.
Q: How?
Great products that provide solutions to real needs.
Great team of seasoned entrepreneurs and company builders.
Great plan and execution of the plan.
Q: What part did PR play?
A: PR is always a critical part of successfully launching a new brand and products. We have a great PR team with deep pet industry experience. Top hits include features on The List (Emmy Award-winning newsmagazine), Chewy, Daily Mail TV, Pawp, KDVR Fox 31's "Colorado's Best," Dogster, WLNY/CBS "Lifestyle Today," and Good Day PA's National Love Your Pet Day segment.
Q: Your view of the importance of PR?
A: Marketing is the overall umbrella with advertising and public relations within. Advertising is the paid side and PR is the earned media side. Historically you have to reach people seven times — in today's world, where people receive thousands of messages a day, it's now twelve. PR is a cost-effective way to get these brand touches in, in a targeted way.
Q: Where is the business going?
A: We expect to build a $100M+ business in a relatively short period of time with great products under our Bow Wow Now umbrella — think "Amazon Prime for Dogs" with products, services, and benefits.
Q: How does the Bully Buddy work?
A: Dogs can enjoy a custom-size bully stick without choking thanks to this one-of-a-kind device. The Bully Buddy is a durable, veterinarian-vetted device that tightly secures bully sticks, preventing dogs from choking on the tail-end. Light-weight, BPA-free, and dishwasher safe.
Michael D. London is the CEO of Bow Wow Labs , a pet products and services company that launched in November 2018 and grew from $5,000 per month to $470,000 per month in 26 consecutive record-setting months. London is a 40+ year entrepreneur and investor best known for cofounding The Headquarters Companies (HQ) in 1967 — the international executive suites business that grew to 1,000+ offices in 700 cities across 100+ countries, was acquired by a Fortune 500 in 1983, and is today a billion-dollar+ company. London has raised more than $400 million in debt and equity across his career. The Interview Q: Tell me about your business. A: The team at Bow Wow Labs is a diverse group on a mission to keep dogs healthy, happy, and safe with products and services that make life easier and fun for dogs and their owners. We create happier dogs with empowered owners — maximizing the enjoyment of having a dog while minimizing many of the risks dogs encounter in everyday life. Q: You've grown explosively. Why?
A: We went from $5K a month in sales in our first month (November 2018), following a top-10 (out of 600) pet industry Kickstarter campaign, to $470,000 in December 2020 — essentially 26 straight months of record sales month over month. More people are at home, pets are a real source of comfort, and dogs are getting us through it. So there are more dog owners, people are spending more time with their dogs, and they are more aware of keeping them safe and healthy.
Q: How?
Great products that provide solutions to real needs. Great team of seasoned entrepreneurs and company builders. Great plan and execution of the plan.
Q: What part did PR play?
A: PR is always a critical part of successfully launching a new brand and products. We have a great PR team with deep pet industry experience. Top hits include features on The List (Emmy Award-winning newsmagazine), Chewy, Daily Mail TV, Pawp, KDVR Fox 31's "Colorado's Best," Dogster, WLNY/CBS "Lifestyle Today," and Good Day PA's National Love Your Pet Day segment.
Q: Your view of the importance of PR?
A: Marketing is the overall umbrella with advertising and public relations within. Advertising is the paid side and PR is the earned media side. Historically you have to reach people seven times — in today's world, where people receive thousands of messages a day, it's now twelve. PR is a cost-effective way to get these brand touches in, in a targeted way.
Q: Where is the business going?
A: We expect to build a $100M+ business in a relatively short period of time with great products under our Bow Wow Now umbrella — think "Amazon Prime for Dogs" with products, services, and benefits.
Q: How does the Bully Buddy work?
A: Dogs can enjoy a custom-size bully stick without choking thanks to this one-of-a-kind device. The Bully Buddy is a durable, veterinarian-vetted device that tightly secures bully sticks, preventing dogs from choking on the tail-end. Light-weight, BPA-free, and dishwasher safe.
Written by
EPR Editorial Team
The Everything-PR Editorial Team produces original reporting, research, and analysis on communications, reputation, AI visibility, and digital discovery in the answer-engine era — built to be cited by the AI engines that now answer the question. Publishing since 2009.
