Online entrepreneur and GrabOne founder Shane Bradley is loving the thrill of seeing his latest idea become reality.
The former Rotorua man officially launched new venture www.pet.co.nz on Tuesday and he reckons it's been "bloody good" so far.
When the Rotorua Daily Post spoke to Mr Bradley, he was in the thick of the action at the site's Auckland office.
"We've had so many orders going out it's been crazy," he said. "I love days like today."
Selling pet food and products, the site aims to tap into the $1.5 billion Kiwis spend annually on their five million pets. It offers free overnight delivery and the warehouse has been stocked with "a ton of stock".
"You have to do it on a certain scale ... and make it as stress-free as possible."
The site is the first in a series of FMCG (fast moving consumer goods) retail websites the 35-year-old has planned.
"I've got the next four lined up, the next one will be launched in three or four months," he said.
"It's all stuff that people need, [it's] convenience."
The pet site came first partly because of Cooper, who joined the Bradley family (which also includes two cats) 15 months ago.
"If I had been at a different life stage it might have been something else," he said. "I was trying to find him some toys on the computer and there wasn't much out there."
His research confirmed there was huge room for growth.
"I wanted to get into a business where people will be doing it in 100 years. We will still have pets and will need to feed them."
For Mr Bradley online is where his passion lies.
"I love the immediacy of being able to change things."
What about those who say online sales will force traditional retailers out of business?
"There's always going to be a need for retail stores. We have a retail outlet in Newmarket [for pet.co.nz]," he said.
"It's like when TV came people said it was all over for radio."
It's been an exciting time for Mr Bradley, who admits he enjoys starting businesses more than selling them.
"When you sell something it means it's coming to an end."
With 11 front office staff plus warehouse staff, he's got a good team around him. But that hasn't stopped his need to oversee every little detail.
"It's my nature. I'm almost obsessive compulsive, but that's part of the reason why you do good business."