KC pet tech startup fetches $120K Techstars investment, taking founder’s pitch to Atlanta

As Kansas City-built Interplay prepares to bring its debut product to market, the pet tech startup is getting a jolt of new energy from one of the nation’s top accelerator programs.

The timing couldn’t be better, said founder Jonaie Johnson, announcing Interplay’s acceptance into Techstars Atlanta & New Orleans Powered by J.P. Morgan, which welcomed 21 companies this week to its inaugural class.

“With the increase in pet ownership and a rise in pet industry investments, the pet industry is trending right now,” said Johnson, whose startup boasts smart dog crate innovation. “I believe it was a combination of Interplay’s unique product offering and the pet industry market we are operating in that attracted Techstars.”

Interplay’s design focuses on easing the lives of busy pet parents with its patent pending product, the PlayTach. With the Interplay PlayTach, pet parents can remotely control their dog’s crating experience with the click of a button. The product also allows them to dispense food and water, see and talk, and play music and sound for their dog from their phone while away via the Interplay App.

Click here to learn more about Interplay.

“Our selection for this Techstars program is further validation that we are on the right track with the company,” said Johnson. “We hit a stagnant point with the company, but the Techstars selection has pulled us back in an upward swing with a full steam of momentum.”

Companies tapped for the Techstars Atlanta & New Orleans accelerator each focus on commerce technology, CPG/consumer, and creator economy, according to Melissa Pegus, managing director of the new Techstars program.

“This class underscores J.P. Morgan and Techstars’ commitment to supporting underrepresented founders,” Pegus continued. “J.P. Morgan offers a suite of services, including banking and wealth management, beyond the program, recognizing diversity and inclusion as catalysts for innovation and growth.”

Jonaie Johnson at an August 2022 launch party for Interplay’s PlayTach smart dog crate technology; courtesy photo

Participating in the accelerator will catapult Interplay closer to the launch of its pre-order campaign, Johnson said.

“With the $120,000 investment and world class mentorship, we now have the funding and resources to scale the company and get our product in the hands of customers,” she said. “Techstars is helping us make the world a better place one pet at a time.”

The founder — a previous Student Entrepreneur of the Year at the University of Missouri-Kansas City — is excited by the hybrid nature of the three-month program: a format Techstars said is built with inclusivity in mind. Johnson is currently wrapping the first two weeks in-person in Atlanta, which will be followed by virtual programming and a final demo day on site in Atlanta.

She called the opportunity a pivotal moment in her journey.

“It took me applying more times than I’d like to admit, but one thing I’ve learned to embrace is failure builds character,” Johnson said in a LinkedIn post. “It’s not about how many times you fail, but how much you can learn from each failure.” 

“Those who aren’t afraid to fail tend to learn the most,” she added. “The lessons learned from failure are what I’ve found to be the most beneficial throughout my journey. I’m proud that my failures have more than prepared me for this moment.”