Shalom Life | November 03, 2014

Startup Club: Cat2See

The Israeli company has created an app that lets you play with your cats, monitor them, and even feed them when you're not home

By: Caitlin Marceau

Published: October 30th, 2014 in Business » Israel

Over the past few decades, a growing number of small businesses involved in various industries have popped up around the world meeting the needs of an ever-growing, ever-changing market.

businessmen and innovators continue to excel throughout these industries, displaying their prowess as creative, forward-thinking entrepreneurs, and tapping into continuously developing markets with 'startup' companies.

In a bid to recognize these decorated entrepreneurs for their ongoing contributions and advancements to these fields, Shalom Life is pleased to present: Startup Club, highlighting the best and the brightest of Jewish entrepreneurs who continue to provide our community with new, influential and innovative ideas that will forever change the way we interact with the world, and with one another.

Follow our lead and we’ll follow yours – send us tips or suggestions via email, comment below or tweet us @ShalomLife, in our mission to celebrate the most visionary of Jewish entrepreneurs.

Check out last week's inductee into the Club here.

Business: Cat2See

Base of Operations: Kfar Saba, Israel

Entrepreneurs: Amir Guterman, Gilad Gelfand

Industry: Technology

Founded: 2010


If you happen to be obsessed with your cat, you’re not alone.

Millions of people from around the world love and worry over their furry homebound felines and wish they could check in on them during their workday but unfortunately can’t get away from their desk.

Amir Guterman, a software developer with over 12 years experience, is the owner of three cats whom he loves like children. Being away from them at work made him anxious, and he worried they were bored at home without him. His concern for his cats inspired him to put together a program that allowed him to play with his cats by controlling a mechanical arm fixed with a cat toy.


The Cat2See mechanical arm

With the help of Gilad Gelfand, a business developer with a dozen years of success behind him, the two of them founded Cat2See in 2010. They also added features such as remote feeding (so you never have to worry about Fluffy missing her afternoon treat), and being able to live stream video of your cat from a camera fixed inside your home.

We at Shalom Life got the chance to speak with co-founder Gilad Gelfand to tell us a bit more about Cat2See and why they think cats have the internet in awe.

Shalom Life: Can you tell our readers a bit more about Cat2See?

Gilad Gelfand: Today, the company includes nine full-time devoted employees. Cat2see completed a pilot in Israel which took place in 450 homes/customers in 2014. After receiving positive feedback, the product was improved and changed and is now ready to be launched worldwide.

Our product consists of three items: a camera that can turn in a 180 degree rotation, a feeder and a cat rod game. All three products (can be) controlled through a computer, mobile, iPad or any device that is connected to the Cat2see application. In addition, we have a social media network community that allows our users to provide access upon approval to any of their friends on the network to play, share and care for their cats. This idea rose after we understood that cats, unlike dogs, don’t go out of the house much and the best way to show off your cat is to see them online, through pictures and live videos.

What are some new products that you'll be adding to your product line?

Cat2see is working on additional instruments that will be added to the Cat sector. Dog2see is also an additional platform that is already in the works and will be added some time in the future.


The Cat2See feeder

What's been the hardest challenge to date?

The biggest challenge was to build a high quality product that will not be pricy to our consumers. In addition, the challenge of creating a product they will love. So far, we've seen a positive outcome.

What's been the biggest reward to date?

The biggest reward was to get the massive positive feedback and demand for our product. We received feedback from all over the world without any special promotion.

Why do you think people love cats so much and why do you think they've become such internet sensations over the last ten years?

People love cats since they are unpredictable animals that surprise their owners with many things. One day you can find your cat on top of the refrigerator and one day it can come cuddle up on your lap. It is also a very-easy-to-take-care-of animal that doesn’t consume much of your energy. The internet has become a viral source to share items publicly. And cat lovers like to show off their cats constantly so the internet is a great, free, and easy platform among all cat lovers.

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