take that and the first tv network meetings it wasn't a great thing. i think the second the fourth person in the meeting took off his phone and started e-mailing his wife we knew that we were in trouble. we knew that they were not really taking us that seriously. presentation didn't look good at all. the evidence wasn't demonstrated correctly to these people. >> they needed a major dose of legitimacy. so ron and gilad got pet experts and the humane society on board. and then, in 2012, they tested the product in a small market to get invaluable data to prove the demand existed. and it did. that move was a game changer. >> 24 hours after we launched it was on good morning america, david letterman's show, leno and fallon. it's flattering. but that was not the idea. we wanted to save these people for later on. >> although they weren't prepared for the onslaught of stories unleashed by the media, they ran with it.
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