In a time where millennials are delaying having kids in favour of having dogs, and thus doting on their dogs as if they were kids I was determined to get to the bottom of the story behind BorrowMyDoggy.

How can strangers on the internet trust each other enough to lend/borrow their prize possession? What would an on-boarding process be for such an out there idea? How on earth do you identify, target and scale a core customer/user base?

Well, Rikke was kind enough to give up her time, go back to the roots and answer some of these questions for us!