Another business opportunity: pet wills

A Missoula-based Internet company recently launched "Pet Living Wills" as a way to protect your favorite dog, cat or goldfish when you are not there. If you could speak on behalf of your pets, what would you say is a question Mary Ellen Campbell asked when a horse she was watching for a friend came down very sick and a choice needed to be made. "So we called and Called and couldn't get anyone, and so we had to make some pretty important decisions life or death about whether to put down a horse" said Campbell. "I didn't really expect that emotional problem I would have trying to decide on someone's pet." The incident lead her to become a co-founder of Pet Living Wills, "It occurred to be how we have living wills maybe because pets cant talk and speak for themselves we need to have something that will speak for them." Boarded animals or animals left with a caregiver often don't have the proper instructions in case of a pet emergency, which co-founder David Firth says can lead to some tough choices. "Most people just don't assume that any thing is going to happen and that's why people have car insurance, because you don't assume your going to have a crash but that may just happen someday." The idea is the first of its kind, and after a three year process, the Internet business went public just last week.