We don’t see ourselves as a start-up anymore, those times are over,” says Michael Hurnaus. The 39-year-old is head of the Pasching-based company Tractive, which he co-founded in 2012, which deals with tracking systems (tracking ) for cats and dogs across national borders has made a name for itself – and is now taking the next step in expansion.
By the end of the year, the number of monthly active subscribers worldwide is expected to increase to one million. There are currently 750,000, says Hurnaus. Two years ago there were about half of that. Tractive sells 85% of its products in Europe, mainly in Germany and Great Britain.
In the medium to long term, however, the US is expected to become the largest single market. The American market is also a lever due to the number of inhabitants. As reported, Tractive brought US investors on board in 2021, who invested $35 million in the Pasching-based company.
The founders of Runtastic and Hansi Hansmann, one of the most well-known financiers in the local scene, also invested. “Overall things are going very well for us, we are growing in a healthy way,” said Hurnaus in an interview with OÖ Nachrichten. Despite the pandemic, inflation and energy crisis, we are on the right track. Sales are in the “double-digit million clear range”, says the company’s boss, without giving specific figures. “We’re definitely cash flow positive.”
220 employees, 40 vacancies
13 employees work in the US office in Seattle; at the headquarters in Pasching, which was expanded last summer, there are more than 200 from 40 different countries. About 40 employees were sought. They are trying to score points with TV advertising and the four-day week that has been in place since June 2022 with full salary compensation. But the search is not easy.
Products and programs are developed in Upper Austria and manufactured in two factories in China and Malaysia. If it goes to Hurnaus, a production facility in Europe should open later this year. “Of course, it’s cheaper in Asia, but it’s not comparable to the situation a few years ago.” There is also political instability, for example due to tensions between China and Taiwan. The location of the factory in Europe has not yet been defined, says Hurnaus. But: “We want to shorten distances”. Until now, Tractive has specialized in tracking the location of dogs and cats using GPS data. Hurnaus announced that in the future it will also be possible to draw conclusions about the state of health of the pet. These are the duration and intensity of sleep or movement sequences of dogs and cats. “If something is wrong, the tracker recognizes it and can help the veterinarian in the treatment”, says the head of Tractive.
The goal of reaching one million active users is a milestone for the company, says Hurnaus. The entrepreneur sees a lot of potential, especially in the American market. There lived people who lived on larger farms, had several dogs and let them run free. This fits perfectly with Tactive’s business model.
“Would choose again”
The decision for the four-day week was a risky one, but a successful one. “We are happy to have taken this step and would choose him again,” says Hurnaus. You can’t just attract good employees with free drinks, fruit, coffee, snacks or lunch vouchers. The right working environment, flexibility and modern working conditions are also in demand. However, a four-day week isn’t right for all companies and industries, says Hurnaus. A lot depends on the culture, working methods and areas of responsibility.
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author
Martin Roithner
Economy Editor
Martin Roithner
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