How to build a website like Rover

When Greg Gottesman had a hard time finding a pet sitter for his yellow labrador, Ruby, he stumbled on an idea that could potentially revolutionize the pet-sitting industry forever.

He met his co-founders, Philip Kimmey and Aaron Easterly, at the Startup Weekend in Seattle, Washington, where he pitched his idea, and they decided to move forward with starting the company.

The company began operations in Seattle and Portland in 2011 and, by 2012, had expanded to all 50 states. Greg and Rover have ever since, making smart moves like acquiring its most prominent competitor, DogVacay, in 2017, expanding into Europe in the following year. They even got acquired themselves in 2023, in a deal that valued Rover marketplace at $2.3 billion.

The idea was a marketplace that offered dog sitting and boarding services- that connected pet owners with people who would watch their dogs for a limited time in exchange for a small fee. Their services have grown from just pet sitting to include dog walking, pet daycare, dog training, and drop-in visits.

Online platforms are excellent for sellers as they offer a venue to reach a broader audience, boost sales, and reduce marketing expenses. Customers gain from the convenience of shopping from any location, accessing a vast array of products, and relishing competitive prices. Marketplace proprietors profit from transaction charges, augmented traffic, and a varied product selection, establishing a mutually beneficial situation for all parties involved.

The success of the online marketplace Rover can be attributed to several factors. Firstly, Rover offers a convenient and user-friendly platform that connects pet owners with trusted and reliable pet sitters and dog walkers. This eliminates the need for pet owners to rely on traditional brick-and-mortar pet care services, providing them with a more comprehensive range of options and flexibility.

Additionally, Rover's extensive vetting process ensures that only qualified and experienced pet sitters are listed on the platform, giving pet owners peace of mind. The platform also offers various features, such as 24/7 customer support, secure payment options, and detailed profiles of pet sitters, further enhancing the overall user experience. These factors combined have contributed to the success of Rover as a leading online marketplace for pet care services.

For buyers, Rover is a convenient marketplace that connects them with trusted pet sitters and dog walkers. They can browse through profiles, read reviews, and choose the perfect caregiver for their furry friends. With easy booking and secure payment options, buyers can enjoy peace of mind while their pets receive top-notch care.

For sellers, Rover is a user-friendly marketplace that connects them with pet owners seeking their services. Sellers can create profiles, showcase their experience, and set their own rates. They can list various services like dog walking, pet sitting, or grooming. Rover provides a platform for sellers to communicate with clients, schedule appointments, and receive secure payments.

Rover operates a fee-for-service-based business model that revolves around providing a platform for pet owners to find and book trusted and reliable pet care services easily.

Rover earns revenue by charging a service fee for each booking made through their platform, ensuring a seamless and secure transaction process for both pet owners and service providers. This fee is typically a percentage of the total booking cost and covers the costs of facilitating the transaction and providing customer support.

Rover generates revenue through various other channels as well. Like offering premium services such as enhanced visibility in search results and priority customer support for pet sitters who subscribe to their RoverGO program, which comes with a monthly fee.

Rover also earns revenue through partnerships and collaborations with pet-related brands and businesses, allowing them to promote products and services to their large user base.

The most important functionality of a marketplace like Rover is to connect pet owners with pet service providers, primarily dog walkers and pet sitters. Some key functionalities include:

1. User profiles: Allowing pet owners and service providers to create detailed profiles with information about themselves, their pets, and their services. This helps in building trust and finding the right match.

2. Search and filters: Enabling users to search for specific services, locations, availability, and other criteria to find suitable service providers.

3. Booking and scheduling: Allowing users to book services, set schedules, and manage appointments. This includes features like calendar integration, availability updates, and notifications.

4. Reviews and ratings: Providing a platform for users to leave reviews and ratings for service providers, helping others make informed decisions and maintain service quality.

5. Messaging and communication: Facilitating direct communication between pet owners and service providers to discuss specific requirements, ask questions, and coordinate details.

6. Payment processing: Offering secure and convenient payment options for users to pay for services, including features like automatic payments, invoicing, and transaction history.

7. Trust and safety features: Implementing measures to ensure the safety and well-being of pets, such as background checks, verification processes, insurance coverage, and emergency support.

8. Mobile app and notifications: Providing a mobile app for easy access and notifications to keep users updated on bookings, messages, and other important information.

9. Customer support: Offering responsive customer support to address any issues, answer queries, and provide assistance throughout the user experience.

10. Community and social features: Creating a sense of community by allowing users to connect, share experiences, and participate in forums or groups related to pet care.

Overall, the marketplace should focus on creating a seamless and trustworthy platform that simplifies finding and booking pet services while ensuring the safety and satisfaction of both pet owners and service providers.

Building functionality like Rover from scratch would require significant investment in time, resources, and expertise. The cost would depend on various factors, such as the complexity of the desired features, the platform on which it needs to be developed, the team size, and the development approach. 

It would involve expenses related to software development, hardware components, data storage, user interface design, testing, and ongoing maintenance. Considering all these factors, the cost to build such functionality from scratch could range from tens of thousands to millions of dollars.

Creating a successful alternative to Rover might be a pretty demanding task. But Rover's success is proof that the way to build an online marketplace is all about creating value.

To do so, you need to find a niche to focus on where you fulfill buyers' and sellers' needs and work hard to scale your business. The following list is a great resource to guide you through starting and growing your marketplace. 

• Identify a unique selling point: Determine what differentiates your alternative from Rover. It could be a specific niche market, a different pricing model, or additional services Rover does not offer.

• Conduct market research: Understand the needs and preferences of pet owners, as well as the pain points they experience with existing pet care services. This will help you tailor your alternative to address those gaps effectively.

• Develop a user-friendly platform: Create a website or mobile app that is intuitive, visually appealing, and easy to navigate. Ensure pet owners and care providers can easily connect and communicate through the platform.

• Implement a robust vetting process: Establish a thorough screening process for pet care providers to ensure the safety and well-being of pets. This may include background checks, reference checks, and verification of qualifications or certifications.

• Offer various services: Provide a wide range of pet care services, such as dog walking, pet sitting, grooming, training, and even specialized services like pet transportation or pet photography. Cater to different pet species and sizes to attract a diverse customer base.

• Implement a reliable review and rating system: Let pet owners rate and review their experiences with pet care providers. This will help build trust and transparency within the community and assist pet owners in making informed decisions.

• Provide insurance and liability coverage: Offer insurance coverage for pet care providers to protect against any accidents or incidents that may occur during their services. This will give pet owners peace of mind and ensure the safety of their pets.

• Focus on exceptional customer service: Prioritize prompt and effective communication with pet owners and providers. Address any concerns or issues promptly and provide support throughout the entire process.

• Implement a flexible pricing model: Consider offering different pricing options, such as hourly rates, package deals, or subscription plans, to cater to various budgets and needs. Ensure that your pricing is competitive and transparent.

• Invest in marketing and promotion: Develop a comprehensive marketing strategy to raise awareness about your alternative to Rover. Utilize social media platforms, online advertising, partnerships with local pet businesses, and word-of-mouth referrals to attract both pet owners and pet care providers.

Successful Rover competitors

1. Wag: Wag is a major competitor to Rover in the online marketplace for pet services. While both platforms offer dog walking and pet sitting services, Wag differentiates itself by providing on-demand services, allowing pet owners to request a walker or sitter anytime. In contrast, Rover focuses more on connecting pet owners with trusted and experienced local sitters, offering a more comprehensive range of services beyond dog walking.

2. Care.com: Care.com is another significant competitor to Rover, offering a broader range of services beyond just pet care. While Rover specializes in connecting pet owners with sitters and walkers, Care.com provides a platform for finding various types of caregivers, including nannies, babysitters, and senior care providers. This broader focus allows Care.com to attract a wider user base, but Rover's specialization in pet care may appeal more to dedicated pet owners.

3. PetSitter.com: PetSitter.com is a direct competitor to Rover, offering a similar platform for connecting pet owners with local pet sitters. However, PetSitter.com differentiates itself by allowing sitters to create profiles and list their services for free, while Rover charges a percentage-based service fee. This pricing difference may attract more independent sitters to PetSitter.com, but Rover's more extensive user base and established reputation may give it an edge regarding trust and reliability.

4. Fetch! Pet Care: Fetch! Pet Care is a competitor to Rover that focuses on providing professional pet care services. Unlike Rover, which allows individual sitters to offer their services, Fetch! Pet Care operates as a franchise, ensuring consistent quality and service across different locations. This franchise model may appeal to pet owners who prioritize professionalism and standardized care, while Rover's platform offers a broader range of options and flexibility in choosing a sitter.

5. DogVacay: DogVacay, now part of Rover, was a significant competitor before the acquisition. Like Rover, DogVacay offered a platform for connecting pet owners with local pet sitters. However, DogVacay had a stronger focus on in-home boarding services, allowing pet owners to find sitters who would care for their pets in their own homes. Since the acquisition, DogVacay's services have been integrated into Rover, making it a part of the larger platform.

Creating a Rover-style online marketplace is a significant and costly endeavor. However, there are now numerous cost-effective methods to build a marketplace.

The choice depends on:

• Desired marketplace features

• Technical skills or team expertise

• Budget

• Time availability

Different approaches include:

• Utilizing WordPress and plugins

• Building on open-source software

• Combining no-code tools

• Using a dedicated no-code marketplace SaaS tool

• Developing on an API-based marketplace SaaS tool

Consider the speed of learning alongside skill and budget limitations. Launching your Rover-style platform quickly enables rapid audience understanding---these insights aid in developing a beloved platform.

Sharetribe's marketplace software prioritizes iterative learning.

Initially, we assist in launching a Rover-like platform in one day without coding. Use the 14-day free trial of Sharetribe's Build plan to get your marketplace ready fast. After the trial, you can subscribe to continue building or launch your marketplace and go live.

After launch, discover additional features and functionality needed to serve your audience. Modify design workflow, integrate third-party services, or create a mobile app. Sharetribe allows easy custom coding, either independently or with Expert partners.

With a decade of marketplace-building experience, Sharetribe offers content resources for any platform-building decision.

Good luck with your Rover-style business!

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