Starting Point

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Phillip and his partner are dog lovers themselves. Through personal experience, they identified a clear gap in the market:
Highly qualified dog therapists exist, yet mobile, accessible therapy services are difficult to find, operationally complex to run, and often unattractive from an entrepreneurial perspective.

From his previous company — which he had already built in an AI-centric way — Phillip brought a crucial insight:
In service businesses, the true bottleneck is rarely the core expertise. It is the surrounding system: marketing, sales, coordination, customer communication, and administration.

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Goals

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This reframed the core question from the very beginning:
How can a deeply analog, human service be built as an AI-native company — where AI acts as the operating system, not as a layer on top?

In traditional mobile service models, similar patterns appear repeatedly:

• High manual effort across marketing, scheduling, communication, and billing
• Limited visibility of excellent therapeutic work
• Entrepreneurial risk driven by overhead and fixed costs
• Growth that quickly creates organizational complexity

Quality is present — but the organization limits its reach and economic viability.

Foty was not designed as a traditional service business later “enhanced” with AI tools.
It was conceived as an AI-native company from day one:

• AI is embedded in the organizational logic, not added for efficiency
• Processes, workflows, and decisions are designed around AI support
• The analog core service — dog therapy — remains intentionally human

In short:

Foty is not AI-first by optimization.
It is AI-native by design.

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After many ventures that either turned a profit late or not at all, Phillip was clear on one guiding principle: Foty had to be profitable from day two. Initially, projects were brought in and only then were therapists hired.

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Outcomes

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All non-therapeutic activities are built and operated in an AI-native way:

• Marketing and demand generation
• Sales processes and offer logic
• Scheduling and customer communication
• Operations, customer care, and billing

This creates very low overhead per therapist, high adaptability, and operational clarity.

The core value creation remains fully human:

• Therapy quality and professional judgment
• Relationship with dog and owner
• Real, tangible impact on health and wellbeing

Therapists are freed from administrative burden and entrepreneurial risk, allowing them to focus exclusively on their craft.

• Rapid testing of offers and service formats
• Continuous feedback from customers and operations
• Iterative refinement without organizational friction

Operational Outcomes

• Market entry with minimal upfront capital
• Low fixed costs and reduced entrepreneurial risk
• High speed of setup and iteration
• Clear separation between human work and system work

Qualitative Outcomes

• Strong clarity and calm on the founder side
• Significantly improved visibility of therapeutic excellence
• An attractive setup for highly qualified therapists

Foty grows by onboarding additional therapists, because the core service is inherently human.
What does not scale with headcount is the organization around them.

The AI-native operating model ensures that:

• Coordination, communication, and administration scale through systems
• Overhead does not grow proportionally with each new therapist
• The company can expand sustainably without building a heavy management structure