At a time when most recent college graduates busy themselves with submitting resumes and searching for jobs, Tsun‑Tzu‑Te (Sun Zongde)—a top student from National Tsing Hua University—had already completed his business plan at age 22 and boldly decided to launch a startup. With no financial backing, no resources, and only skepticism from peers and family, Sun methodically learned from mistakes and gradually carved out his place in a crowded pet food market—eventually challenging for NT$1 billion in annual revenue. Here's how he did it. The Humble Beginning Late at night, the city sleeps—but not Sun. A WhatsApp call lights up the screen with “Sun.” True to his name, Sun remains energised. “Sorry to call so late,” he says, “just wanted to go through tomorrow’s interview questions.” Practicing possible answers, he ponders, “Does this sound good? If not, I’ll think of a better way.” On the other end, the interviewer shuffles through pages of notes. What might seem like a diligent graduate student is actually the founder of DogCatStar, Taiwan's leading brand in wet pet food. In just eight years since founding, the brand has become a market leader—reaching an estimated 20% household penetration and capturing 10% of Taiwan’s pet wet food market, despite being just six years from its exploratory phase. No Rich Dad, Just Determination Sun, now 30, graduated from Tsing Hua with dual majors in Materials Science and Electrical Engineering. Though he did well academically, his father—an MD—often joked about his borderline passing grades. Facing imminent graduation with no direction toward traditional tech careers, Sun paused and reflected: “Even if I became an engineer, I'd just be doing the same as everyone else.” Since high school, he had kept a notebook of daily observations and problems, wondering how he might one day solve them—like creating a slip-proof crosswalk coating after seeing a friend injured in a rainy accident. Scaling Up Through Grit By founding DogCatStar, Sun built a brand that resonates deeply with Taiwanese pet owners. He made strategic decisions and learned through trial and error—growing from a two-person team to a company of hundreds. His company moved swiftly into product innovation, focusing on gelatin-free wet foods, raw diets, and balanced nutrition tailored for long-term pet health. As result, sales soared and brand recognition flourished. Annual revenue approached NT$1 billion in just six years, securing leadership in Taiwan’s pet wet food space. Key Takeaways Early vision: Sun had a clear entrepreneurial plan by age 22, acting decisively without external funding or traditional networks. Data-driven product positioning: Addressed gaps in Taiwan’s pet food market—such as a lack of healthy, affordable wet food options. Branding built around trust: Leveraged consistent nutrition, safety, and transparency to win consumer confidence and market share. Persistent execution: Even when faced with doubt and limited resources, Sun’s disciplined approach and bold moves stood out in a competitive industry.