Why We Started Small Door (2024)

By

Josh Guttman, Small Door Co-Founder

June 1, 2022

Why We Started Small Door (1)

Finding great veterinary care today is really difficult. I learned this the hard way five years ago when my boxer, Morris, got sick. We saw our local vet, but she couldn’t find anything wrong. Over the next year, we visited eight veterinary clinics, racking up thousands of dollars in bills as Morris withstood one test — and cheerless waiting room — after another. Same-day appointments were rarely available and medical records were closely guarded.

I felt rushed during appointments and was never quite sure what I was paying for. What’s more, I could never speak directly to a doctor outside of appointments.

Thankfully, Morris’ story had a happy ending. He was eventually diagnosed with a condition common to his breed, and with treatment, returned to his happy life playing tug-of-war and bodysurfing ocean waves.

Why We Started Small Door (2)

Small Door was born out of the hope that Morris’ experience could become the exception and no longer the norm. I teamed up with my friend Florent and our Head of Veterinary Medicine, Dr. Jamie Richardson, and we created Small Door with a simple goal: to provide a better veterinary experience for both pets and pet parents. We started with one practice in the West Village and perfected our reimagined veterinary experience for over a year before we felt ready to bring it to the world.

Why We Started Small Door (3)

We created Small Door to be membership-based because we knew this would let us create the very best experience. Here’s how it works:

Why We Started Small Door (4)

Annual exam included

Your membership includes one annual exam to keep your pet healthy, and provide personalized recommendations for their wellbeing. We will let you know the costs of additional services such as vaccines, lab tests, surgeries, and medication before treatment.

Why We Started Small Door (5)

More time with exceptional doctors

Our doctors provide best-in-class care and we’re among just 15% of veterinary hospitals in the USA to be recognized by the American Animal Hospital Association (AAHA). By being members-only, we ensure you get more time with your doctor. Our longer appointment times means you never feel rushed. Our doctors have the time to explain all treatment options and help you decide the best course of action.

Why We Started Small Door (6)

Convenient, priority appointments

We cap our member numbers to ensure you can always get care when you need it at any of our five NYC locations (West Village, Upper East Side, Gramercy, Williamsburg, and the Upper West Side). You can also book and manage your appointments, prescription requests, and vaccine certificates online or in our app – no waiting on hold.

Why We Started Small Door (7)

Unlimited 24/7 telemedicine

Pet parenthood isn’t a 9-5 gig. With our 24/7 telemedicine, you can chat with us any time to get advice and peace of mind in just a few minutes from a dedicated medical team who has all of your pet’s history.

Why We Started Small Door (8)

Full-service in one place

Our onsite lab, radiology, dental, and surgical suites ensure you get full-service care in one place. Our modern, state-of-the-art veterinary practices feature private spaces, easy-grip surfaces, soft furnishings, natural lighting, and anxiety reducing scents so your pet looks forward to their visits.

Over the past few years, Small Door has grown. We now have five locations in NYC with more coming in DC and Boston. We’ve delivered revolutionary veterinary care to thousands of happy pet parents.

We are proud to be one of the highest rated veterinary practices on Google and Yelp, with hundreds of five-star reviews.

I absolutely love Small Door! I have messaged with vets several times now about things I thought were a big deal, like Frankie having a cough or experiencing mild stomach issues, that ended up having easy at-home treatment and saved me a vet visit.

Why We Started Small Door (9)

Nikki B.

Why We Started Small Door (10)

Small Door is an amazing service! The doctors are caring and take their time to assess all issues with your pet. I left my first appointment with them more educated on my dog’s issues than any other vet apt!

Why We Started Small Door (11)

Faith L.

Why We Started Small Door (12)

Being a first time dog mom, I’m extremely nervous when it comes to health concerns about my pup. Their 24/7 chat eases my anxiety 101%! Even if I send a message over at 4AM someone is always available to help out.

Why We Started Small Door (13)

Johnelle P.

Why We Started Small Door (14)

Visit any of our locations

West Village

15 7th Avenue, New York, NY 10011

Upper West Side

667 Columbus Ave, New York, NY 10025

Upper East Side

1231 3rd Avenue, New York, NY 10021

Gramercy

380 2nd Avenue, New York, NY 10010

Williamsburg

118 N 4th St, Brooklyn, NY 11249

Why We Started Small Door (2024)

FAQs

Why is it important to start small? ›

Firstly, starting small helps you break down that huge goal into small, manageable action steps. By doing so, once you start making progress, you are going to start feeling good about yourself and wanting to tackle more and more tasks that align with your big goal. Secondly, starting small maintains focus.

What is the principle of starting small? ›

Starting small has proven to carry more advantages especially for a first time investment. Takes less energy and time, it allows the confidence in the idea to grow with the ability to predict market dynamics and develop better strategies. It never gets so overwhelming among others.

What does "starting small" mean? ›

Start small means that we shouldn't do everything we think we would need at this moment. Just the small action that brings us closer to the goal. Because we don't know what we should do next. The space between current state and the goal is unknown.

Why do 90% of small businesses fail? ›

Key Takeaways. According to business owners, reasons for failure include money running out, being in the wrong market, a lack of research, bad partnerships, ineffective marketing, and not being an expert in the industry. Ways to avoid failing include setting goals, accurate research, loving the work, and not quitting.

What is the value of starting small? ›

Every small step that you take toward your goal brings you one step closer to achieving your ultimate vision. So, don't wait until you're 100% ready. Start small and see where it takes you!

How to start small in life? ›

In order to achieve big dreams it's important to start small: plan small, take small steps, move forward in an achievable way. That way the path that leads to your dreams feels more manageable, and you'll be more likely to remain motivated and in action.

What is the power of small beginning? ›

God is all about small beginnings. It doesn't matter to him how far gone we feel we are, how messed up, how weak or afraid we are, all he cares about is that we start somewhere. He loves to see the work begin, so that he can help us become who we are meant to be.

How to start small and grow big? ›

Starting small and growing big requires patience and persistence. It is about understanding that success is a journey, not a destination. It is about recognizing that setbacks are not failures but opportunities to learn and grow.

Who said big things start small? ›

“Big things start small. The biggest oak starts from an acorn,” Bezos said in a 2017 interview.

Is it okay to start small? ›

It takes less time and energy

And because it is easier to start small, your resistance to doing the work will be lowered. You don't need too much motivation or willpower to get small things done.

What does start small think big mean? ›

Successful innovators “start small” after thinking big. Rather than jumping on the bandwagon for one potentially big product, they break the idea down into smaller pieces for testing.

How do you think big and start small? ›

The problem is defined and the rules are understood, now you need to start small. Take that single value proposition that you can solve and focus on it 110%. To truly grow big, you need to first find that foothold, that niche that you dominate. From there you can pursue the bigger picture, but not a moment before.

What is the #1 reason small businesses fail? ›

1. Financing Hurdles. A primary reason why small businesses fail is a lack of funding or working capital.

Why are small businesses struggling? ›

Economic worry drives much of the angst—81% of the SMBs surveyed are concerned that the current economy could negatively impact their businesses. In addition, small business owners say they just don't have enough time to plan their marketing because they have so many other responsibilities.

Why is small progress important? ›

Our brains are wired to respond to rewards. Celebrating the completion of small accomplishments leads to the completion of larger goals. According to research by Teresa Amabile from Harvard Business School, people who tracked their small achievements every day enhanced their motivation.

Why are small ideas important? ›

Risk Mitigation: Small ideas serve as a safe testing ground for innovation. They allow organizations to experiment with new approaches without committing to large-scale changes, reducing the risk of failure.

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