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by MoeGo on Nov 1, 2022 5:52:00 PM
Hi, this is Ethan, founder and CEO of MoeGo.
It’s been an incredible journey since we first launched MoeGo. As of 2025, we’ve served thousands of pet care businesses, helped create over 69 million of appointments, and touched the lives of over 10 million of pet parents. Today, I want to take a moment to share why we started MoeGo, the values we stand for, and how we bring them to life.
1. Beginning of MoeGo
As a dog dad with a busy schedule, I found it surprisingly frustrating to book grooming appointments for my dog DeeDee. I kept wondering: why isn’t there an app like “OpenTable” for pet care businesses?
It didn’t take long to realize the issue wasn’t a lack of demand. The real problem was that many pet care business owners didn’t have the digital tools they needed. And it wasn’t because they didn’t care—it was because the tools just didn’t exist, or the ones that did weren’t built with the pet care industry in mind.
So I sketched up a few software ideas with my partner and started visiting over 50 local pet care shops. I spent hours talking to business owners and professionals and learning what their days really looked like. Here’s what I learned:
- Pet care business owners are multitaskers doing a hundred things at once. Their days are exhausting.
- Poor management tools lead to low customer satisfaction, and in turn, poor business results.
- Pet care professionals know exactly what they need, but software vendors rarely listen.
- Most existing tools were outdated, clunky, and sometimes even made things worse, especially for growing businesses.
That’s when I knew this industry deserved better. You deserved better.
2. Let's Call it - MoeGo!
We wanted a name that reflected warmth and productivity. After iterations, “MoeGo” emerged:
- “Moe” (from Japanese culture) symbolizes affection and endearment.
- “Go” embodies momentum and action.
Our logo, a stylized dog face with an orange checkmark, blends productivity (for businesses) with joy (for pet parents). The design reinforces our promise: efficiency without compromising care.
3. Build MoeGo
From day one, our goals were clear:
- Build the best software
- Offer the best customer service
To really understand our customers, we spent time working in grooming shops and mobile vans. What I witnessed shocked me—grabbing a quick lunch or using the restroom can feel like a luxury. Experiencing that first-hand gave me deep respect for pet care professionals and strengthened my commitment to making MoeGo work for them.
To ensure quality, we’ve hired top engineers and designers from leading tech companies. We’re also one of the very few (if not the only) software companies in this space offering native apps across Web, iOS, and Android.
Our team is full of pet lovers. We read customer comments every day. We spend time in the community. We care deeply. And we always look for better solutions—even if they take longer to build.
Customer service is a huge priority for us. We don’t want to feel like just another software company—we want to feel like part of your team. Pet care professionals are experts in their business. We listen to them, and we act.
We also created a strong Facebook community where people can connect, share feedback, and help shape MoeGo. Lily, our Chief Customer Success Officer, is the bridge between our users and our product team. She kept us grounded in customer needs.
4. We Grow with You
It always hurts when a customer leaves us. But we see those moments as opportunities to learn. We iterate. We improve. And we’ve been grateful to see many businesses return to MoeGo after trying other options. Their returns validate our belief: we’re building something that truly makes a difference.
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5. We Keep Innovating
Innovation is in our DNA. We never stop asking, “What else can we do to help?”
Take Smart Routing, for example. We were the first in the industry to offer this for mobile groomers. It didn’t make sense financially at first—Google Maps integration adds extra cost—but we knew how much mental load this would remove from mobile groomers’ daily lives. That made it worth it.
Another example: Review Booster. Pet care professionals are often hesitant to use review tools because of bad experiences with sites like Yelp. But we designed it to work for you, not against you. Happy clients don’t always leave reviews because they’ve already tipped, rebooked, or said thank you in person. Our Review Booster gently encourages them to share that same love online.
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6. Worth it?
We believe in delivering real value. And we’re confident that if MoeGo can save you time—or help you take one extra appointment—the value it creates would pay for itself.
More than that, great software reduces mental load. It lets you focus on your craft and your customers, not your calendar. That’s where the real magic happens. We’ve seen it time and again: The pet care professionals who see the best results are the ones who treat software as an investment, not just an expense.
7. Your Business Companion
Building a business is hard. But doing it together makes it a little easier.
That’s why MoeGo exists: to be a partner, not just a platform. To walk alongside you through every appointment, every late night, every big decision.
We’re proud to grow with you. And we’re just getting started.
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Just starting or adding to your business?
We have flexible plans meant for all stages.
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