In the 11 years Joanna Rein has been running Soggy Doggy she’s been approached many, many times to sell, or take on private equity investment in order to expand. Despite the temptation, she says she’s remained committed to holding on to her pet products business and operating it as a low volume/high margin enterprise.  It's a structure that’s given this mom of four the flexibility she prioritizes, while contributing to the family finances and pursuing her dream of being her own boss.  In this episode we explore how Joanna went from being a brand manager to founder of a multi-million dollar company, the obstacles involved in prototyping and how she fought back when faced with competitors who tried to knock off her original soggy doggy doormat and threatened to put her out of business.