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While Pets.com was busy soaking up all the oxygen in the room as a dot.com failure, another pets business was busily doing everything right on the internet and gaining traction on its way to becoming a massive success and a proving ground for innovation.
That business had started four years earlier. Six months after Yahoo! and two years before Google. That business has been the leading web property in the pets sector worldwide for over sixteen years. That business is one of the 250 largest websites in the US and is still growing at a double-digit rate. It has leapt from web 1.0, through web 2.0 and is still growing on the social and mobile web. That business has a 20% share of all new consumers entering the $52 B pet market, and is a (quietly spoken) household name. Astonishingly, if you go into a room with more than 10 people in the United States, statistically at least one of them has been a customer of this business.
That business is Petfinder.