I work in at an "Airbnb for X" company. We happen to do car sharing, not dog sharing, which means there's a little more technology involved, but $3M for any com

I work in at an "Airbnb for X" company. We happen to do car sharing, not dog sharing, which means there's a little more technology involved, but $3M for any company isn't much. There's a huge amount of operations involved in making any peer-to-peer industry work right. You have to have good anti-fraud, good abusive user detection (how do you weed out the guy who runs a dog-fighting ring and is signing up with fake information in order to steal someone's dog?), good support for when things go wrong, etc. Word for these kinds of things don't spread organically—to get people on both sides of the transaction (and properly balance supply and demand), you have to do pretty focused local and digital marketing. Add on software developers to build the site and keep iterating on features, designers to make it look pretty, maybe a PR firm to help get the word out... Things get expensive fast.