Rover is an online market place for people to find or offer pet care services like dog walking, pet sitting, and pet boarding. As the number of pets in the United States increase, people also pay more attention to taking care of them. The service fits in Fogg’s model as people have the motivation (they have pets and lack time to take care of them) and the ability (many people are more willing to pay for dog walking now and the app is easy to use in general to save cognitive effort), and the timing is right as pet-friendly services are becoming popular.