How a master’s thesis on cats turned into a successful business that bridged a market gap

Starting a business often begins with identifying a gap in the market or pursuing a passion. For Anneleen Bru, founder of Felinova, it was both. She is a trailblazer in the world of feline behavior counseling, having dedicated over 16 years to making cats happier and keeping them out of shelters. 

Anneleen founded Felinova in 2008, becoming the first non-veterinarian feline behavior counselor in Flanders, Belgium. She has built a multifaceted business, authored multiple books, and developed a global product line – all with the mission of improving the lives of cats and their owners. Her journey, however, wasn’t a straightforward one. Whether you’re an aspiring entrepreneur or an established business owner, her experiences offer valuable lessons on building a business from scratch, adapting to change, and staying true to your mission.

Building a business in a nonexistent market

Anneleen’s story began not with a business plan but with a thesis. While pursuing a master’s degree in Communication Science, she came upon a subject about communication between mother animals and their young. As a cat owner herself, this sparked an interest that soon expanded into feline behavior as a whole. Her research revealed a significant gap: thousands of cats were being surrendered to shelters due to behavioral issues, yet there were no professionals in Flanders addressing these problems. Determined to make a difference, she pursued a specialized diploma in feline behavior counseling at the University of Southampton, becoming the first certified feline behavior counselor in the city. 

“There was this big problem of thousands and thousands of cats ending up in shelters, and there was literally no one that was out there to help.  Veterinarians were doing their best, but it wasn’t enough. That’s when I knew I had to step in,” Anneleen explains.  

Anneleen compares her early days to “going into a jungle where no man has ever entered”. She often encountered skepticism, even from veterinarians, who questioned the viability of her work. 

“When I started 16 years ago, I was happy if someone would just listen to me because everyone was like: “Cats, are you serious? Is that a business?” They still ask me that to this day.”

Despite the doubts, she pushed forward, building a client base by offering one-on-one consultations and home visits. Anneleen’s expertise quickly grew, and by 2011, she began offering group courses to make her services more accessible and cost-effective. Teaching became a way to not only share her knowledge but also build a community of cat lovers and professionals. This eventually led to the creation of the Catcoach program in 2014, a professional-level training for veterinarians and other pet professionals.

In 2017, Anneleen experienced a major turning point in her career with the release of her book, “I Love Happy Cats – Guide for a Happy Cat”. The book’s massive success – selling over 25,000 copies within six weeks – catapulted Anneleen’s career to new heights. The book, which she self-published, resonated with cat owners and helped spread her message far beyond Belgium.Anneleen has since authored six more titles and expanded Felinova’s reach through online training programs. In 2020, she launched her first online course, followed by a dedicated app in 2021. Today, her online platform serves both Dutch and international audiences, combining theory-based content with live coaching sessions. Her business has also expanded into product development. Inspired by years of recommending DIY solutions for cat owners, Anneleen partnered with a production company to create the I Love Happy Cats product line, now sold worldwide.

“It’s been very challenging and a lot of fun,” she explains. “I always say my business is my playground, like I can do so many projects and that’s the fun part about being self-employed and having your own business.”

Learning to know your worth and manage your finances

Despite her success, Anneleen’s journey hasn’t been without its struggles. Even after managing to establish her brand, came financial challenges, burnout, and the constant pressure of meeting client expectations. The business landscape has evolved over the years since Felinova started – cat professionals, including groomers, cat hotels, and feline-friendly breeders, have emerged, but some of the same challenges persist. “Cat owners still don’t fully perceive us as professionals who need to be paid,” Anneleen explains. The perception that her work is driven purely by passion often leads to undervaluation of her services. 

Her struggles have been exacerbated by the fact that she is a female entrepreneur, which also rings true for many of her colleagues. In her industry, predominantly comprised of women, Anneleen finds one of the most significant hurdles to be the lack of confidence many women have when it comes to pricing their services. She explains that women often struggle with asserting their worth, especially in industries where the work is seen as “care-based”. 

Her experience with this issue reached its peak in 2018, when she faced near-bankruptcy but didn’t let that stop her at all. She recognized her business knowledge and confidence were not enough and turned the experience into a learning opportunity by attending business classes. Since then, Anneleen has made it her mission to help other female entrepreneurs overcome this challenge:

“I want to help other women build their confidence, see their worth and not feel guilty for charging fair rates. I started attending business classes full of middle-aged men, and I realized there were no women or younger people in these spaces. From that point on, I made it my goal to teach other women the importance of financial literacy and assertiveness in business. I always tell my students: learn how to be a business person. Understand your numbers, loans, and how to survive as a business.”

Making financial independence simpler

As Anneleen’s business grew, she diversified her products and services and with that came the need of diversifying her payment options. She needed a way to make operations as efficient as possible and a reliable payment solution that she could bring with her at events and conferences. That’s how she found myPOS. 

“We attend quite a lot of events and that’s why I got a myPOS terminal in 2020. We went full cashless during the pandemic. And I love that I can drag them everywhere because I even have books in my car – this way I can sell my products wherever,” Anneleen shares.

The flexibility of myPOS allows Anneleen to manage multiple VAT rates for her different types of products, making it easier to handle accounting. This has been a game-changer, allowing her to focus more on growing her business.

“I have two separate accounts for the different VAT rates, which makes things much simpler for me and my accountant. It’s not just about convenience,” she says. “It’s about having the freedom to focus on what I love.”

Anneleen’s journey is a testament to the power of perseverance, passion, and continuous learning. Through her work, she has not only transformed the lives of countless cats and their owners but also inspired a new generation of professionals.

“There’s no such thing as easy money. But when you follow your passion and stay committed to your vision, the rewards are worth it. So stick to your talents and what you feel happy about. Follow your own passions and don’t let anyone tell you what you should do.”