WINPRO Pet is a pet health company based in Des Moines, Iowa, founded in 2016. The company manufactures the world’s first and only line of plasma-powered supplements for dogs, using animal blood proteins to combat stress-induced inflammation. WINPRO’s product line includes supplements for allergies, gut health, hip and joint, calming, recovery, and daily care, sold online through its Shopify storefront, Amazon, Chewy, Walmart, and select independent pet retailers. The company has raised over $4M in funding and operates with a small team led by Tim Mitchum, President/CEO.
Prior to working with MPP, WINPRO had no monitoring system in place for MAP compliance. The team lacked any organized, systematic way to address unauthorized sellers and MAP violators. When asked how long it typically took to identify a violation before MPP, Tim was candid — most of the time, they never found out at all.
Unauthorized sellers were hijacking the buy box on Amazon, forcing WINPRO to reduce its own pricing just to maintain visibility. This hurt overall margins and premium positioning, and made it difficult to raise prices across platforms because marketplace algorithms kept pulling pricing down to match the lowest buy box price.
Tim's team was spending 6–10 hours per week on MAP monitoring through manual effort, with no structured process to follow when violations occurred. The frustration wasn't that violations happened — it was having no playbook for what to do about them.
MPP set up daily scanning across WINPRO's sales channels, replacing what had previously been no monitoring at all. The platform delivers a daily violation report each morning, giving the team real-time visibility into pricing compliance across all marketplaces.
MPP identified between 11 and 25 unauthorized sellers across WINPRO's listings — sellers the team previously had no visibility into. The platform provides a centralized view of every seller along with contact information and violation history.
MPP set up automated enforcement funnels with templated communications that escalate through a structured sequence when sellers break MAP. This replaced what Tim described as having “no control and no clear process,” turning enforcement into a manageable part of daily operations.
Daily MAP Violations — Reduced from 35–47/day to 7/day (80–85% reduction)
Daily Violation Margin — Reduced from $500+ to under $10
Unique Sellers in Violation — Reduced from 14 to 3 (79% reduction)
Enforcement Success Rate — 100% — all 5 contacted sellers at zero violations
Weekly Staff Time on MAP — Reduced from 6–10 hours to 3–5 hours
Estimated Annual Revenue Protected — $50,000–$100,000
Monitoring Period — 127 days (November 2025 – March 2026)
Over a 127-day monitoring period, daily MAP violations dropped from a baseline of 35–47 per day down to 7 — an approximately 85% reduction. Total daily violation margin dropped from over $500 at peak to under $10/day, effectively neutralizing the financial impact of non-compliant sellers. The three remaining violators are all authorized sellers with minor margins between $1 and $6.60. All 5 sellers that received enforcement communications are now at zero active violations, a 100% enforcement success rate. The enforcement trend accelerated in March 2026, with violations dropping from 18–22/day in early March to 7–9/day in the last week, suggesting compounding effects from recent actions.
Tim described the transformation: the team is no longer blind or caught off guard by violations. WINPRO has been able to raise prices, eliminate the price erosion they were dealing with, and maintain premium positioning in the market. Tim estimates that MPP has helped protect between $50,000 and $100,000 in annual revenue.
Weekly time spent on MAP monitoring dropped from 6–10 hours to 3–5 hours. When asked what would happen without MPP, Tim pointed to the operational cost of going back to manual spreadsheets and random documents — “that’s not a place we want to be again.”
