The Woof is a startup developing a smart collar for dogs. The solution will allow the owner to monitor the dog’s location, activity level and health status. The device will be equipped with a number of sensors monitoring not only the animal̨ but also the environment. The solution uses machine learning, which allows us to personalize our device for a given dog and conduct research on the dog population. This will result in a better understanding of the animals and, consequently, the ability to provide them with better care. The Woof monitors a dog’s activity, including scratching, licking, drinking, eating, howling, barking, and eventually also monitoring coughing and heavy breathing. All collected data is then processed to create a profile of the animal, which will be used to identify changes in behavior that deviate from the norm – both the norm accepted by veterinarians and the individual dog.