CEO Monthly Issue 1 2018

4 CEO MONTHLY / ISSUE 1 2018 , RogerMorgan is the Founder&CEOof pawTree ® , anovel companyhe launched in2014 that now has over 1,000 sales reps providing customizednutrition for dogs and cats, delivered right topet parent’s door.We profiledpawTree ® business and spoke toRoger aswe look tofindoutmore about its services and its future. Pawsing for Thought pawTree® operates in the $69 billion pet industry within the U.S.A. The company possesses an amazing concept where the team provides customized nutrition for dogs and cats. Its flagship product is its pawPairings® Superfood Seasoning. People do not like to eat the same thing every single day, and neither do pets. However, many people feed their pets the exact same thing every single day. With pawTree ® pawPairings, the parent pet can add variety at each meal by simply shaking on one of the seven varieties of pawPairings. Pets absolutely love it, and it is extremely healthy for them, offering vitamins, minerals, superfoods and antioxidants. The other unique aspect to pawTree’s business model is that they do not sell their products in retail stores. They sell only through word of mouth, through people they call, “petPros”. petPros share pawTree ® products with others within their social circles, and then earn a commission each time an order is placed. They call it, “Social Selling” and it’s part of the $38 billion direct selling industry within the U.S.A. It’s a perfect opportunity for stay-at-home entrepreneurs who love pets and want to earn a part-time or full- time income. Interestingly, Roger has recently served as Chairman of American Pet Products Association (APPA), while having formerly served on the boards of directors of PetSmart Charities and the Pet Industry Joint Advisory Council (PIJAC). Additionally, Roger holds an MBA from Harvard Business School, and a B.S. in accounting with a minor in music from Brigham Young University, graduating summa cum laude. Roger provides us with an overview of the market that pawTree ® operates in, as well as the company itself. He discusses how the company makes a difference to both pets and people, and that the emphasis is on improving lives, something which Roger feels the company is succeeding in with its aims. “Some people mistakenly think pawTree ® just sells pet nutrition. While it’s true, we do offer amazing pet food, treats, and supplements for purchase, that’s actually not ‘what we do’ and it’s certainly not what inspires us. What we do is make a difference in the lives of pets and people, as well as share and promote happiness. Our vision and our mission are packed full of purpose. Our vision is to create a world filled with unconditional love, where pets and their people thrive. As for our mission, it is to make such a profound difference in the lives of pets and their people that they can’t imagine going back to the old way. “This is vital for us to show to others that we are not just selling pet nutrition, we are changing lives. Throughout the industry and the company, we are literally changing and improving the lives of pets and people. How do we do it? It all starts in the heart. This is a story of unconditional love, the love that pets give us so willingly and unconditionally, and the opportunity we have to give back to our pets, in ways that they cannot provide for themselves.” Walking us through his career milestones, Roger tells us a little about his education, his qualifications and how he has come to thrive in his role as CEO. “From a young age, I knew I was going to be an entrepreneur. If there was something that could be sold door to door, I most likely tried it. As a young boy, I started mowing lawns in my neighborhood. Eventually in my late teens, I had built a business which involved mowing 50 lawns each week. This helped put me through college where I got a degree in accounting because I was taught that accounting is the language of business. Knowing that I wanted to run my own company one day, I felt that knowing the language of business would be important. “A major inflection point in my career was getting my MBA from Harvard, where the education was fantastic. For two years, I 1712CE09 honed my business problem- solving skills. The relationships were equally rewarding, from classmates to professors, some of my closest and fondest relationships were formed during those two years. After Harvard, I joined the Boston Consulting Group (BCG), where I gained business strategy experience and during my tenure at BCG, I optimized growth strategies for multi-national consumer goods and retail organizations, including nearly two years working abroad in Paris, France. I left BCG to join Retail Products Group (RPG), a pet products company where I served as President and CEO for seven years and more than doubled the business.” Thriving as founder and CEO of pawTree ® , Roger explains more about his responsibilities as CEO, alluding to the fact that as CEO, he likes to lead by example and create a company culture in which employees are encouraged to reach their potential, and are happy to come to work. “One of the greatest responsibilities I have as the founder and CEO, is to create a culture that will outlast all of us. This starts with hiring the right people, and then doing my best to lead by example to live the values that drive our culture. Also, I do my best to inspire each team member to perform to their highest potential. I think of myself like the conductor of