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In this episode, Maxime Nicolas (Outmatch) welcomes Yoann, a 34-year-old entrepreneur who started out in the pet industry. Together, they explore how passion can become a driver of growth, at the crossroads of business strategy and personal development.
From Passion to the Pet Business
A breeder, trainer, and regular at Dog Shows, Yoann joined Eukanuba and quickly realized the influence of key opinion leaders such as breeders and veterinarians. He observed the market’s rise, fueled by declining birth rates and the growing humanization of pets. This on-the-ground expertise shaped his conviction: pet care is a major growth engine for brands.
Choosing Entrepreneurship, Learning to Focus
After a corporate experience that felt too constrained, he launched into entrepreneurship, creating up to eight ventures including media and an agency. Rapid successes came with one challenge: dispersion. The key lesson—stay focused, test partnerships before committing, and look for complementary co-founders. His partnership with May, who became Managing Director and co-founder, perfectly illustrates how a strong duo can channel entrepreneurial energy.
YLG: A 360° Agency Rooted in Expertise
Originally launched as a consulting firm targeting prescriber markets, YLG expanded into influence, PR, social media, content creation, talent casting, and even business development. Its key asset: deep canine and feline expertise that reassures brands and secures long-term client relationships. The agency applies a clear principle of reality—doing only what it truly masters, including internationally.
Lessons from the Journey
Yoann protects downtime—sports and vacations, sometimes solo—as essential moments to spark ideas and maintain vision. Client trust is built through honesty, feedback-driven improvement, and refusing to bill “out of inertia.” His experience shows that when passion is properly channeled, it becomes a competitive advantage, and that sustainable growth rests on personal alignment, the right partners, and a clear vision.