Women Entrepreneurs

New Startup Aims To Be The “Cat’s Meow” In Kitty Litter

The world of kitty litter is being turned upside down by 24-year-old Carly Martinetti, the star of ABC Family's new reality show, Startup U.
New Startup Aims To Be The "Cat's Meow" In Kitty Litter - Lioness Magazine
Carly Martinetti

The world of kitty litter is being turned upside down by 24-year-old Carly Martinetti, the star of ABC Family’s new reality show, Startup U, now airing on Tuesday evenings at 10 p.m. (est).  StartUp U is held at Silicon Valley-based Draper University’s entrepreneurial program, where Martinetti let her brainchild, Pretty Litter, out of the bag.  But it’s more than just a pretty cat litter – it’s pretty amazing:

Pretty Litter’s revolutionary, low cost, light weight kitty litter changes color to detect common feline health issues. It’s scoopable, flushable, dust-free, feline safe and eco-friendly.  Pretty Litter allows cat owners to detect health problems early so that they can save on vet bills.

“Startup U has provided us with a unique opportunity to use the reality TV platform to launch our product,” said Daniel Rotman, co-founder and chief executive officer of Pretty Litter. “We hope to convey the importance of diagnostic kitty litter so people will be inclined to support us through grassroots fundraising.”

Martinetti and Rotman have just launched a website, PrettyLitterCats.com, where interested cat owners and others can sign up to participate in Pretty Litter’s upcoming Kickstarter campaign, going live in mid-September.  The Kickstarter campaign will seek funding to bring this innovative diagnostic cat litter to market.

“It has always been a dream of mine to launch a business that gives back to animals,” said Martinetti, Pretty Litter’s Chief Feline Officer (CFO). “Through Startup U, I was able to collaborate with chemists, marketers and successful entrepreneurs, who have given me and my team the resources to create this innovative product.”

 

Photo courtesy pf tech.co