To help the seller present a clear and credible growth story, I would structure the VDD around three areas.

1. Market attractiveness and growth

• Category size and growth trajectory in premium and super premium pet food
• Structural demand drivers such as pet humanization, health focus, and premiumization
• Competitive intensity and level of fragmentation
• Sustainability of premium pricing and trade up behavior over time

2. Revenue quality and brand strength

• Revenue mix by channel, including DTC subscriptions versus specialty retail
• Repeat purchase behavior, subscription retention, and customer lifetime value
• Brand differentiation and perceived quality versus competitors
• Pricing power and ability to sustain a premium position

3. Scalability of growth levers

• Headroom to expand within existing channels without diluting brand
• Opportunity to enter adjacent channels or geographies
• Product extension opportunities across formats, breeds, or life stages
• Organizational readiness to scale marketing, supply chain, and operations