How This Company Thrived by Ditching Most of Its CustomersBy trying to create a luxe water bottle for the masses, Grayl built a product no audience wanted.
ByClint Carter•
This story appears in theSeptember 2017issue of狗万官方.Subscribe »
Travis Merrigan and Nancie Weston had a simple, elegantidea. They wanted to make a bottle that cleans water. Fill it from a dubious source -- a stagnant creek or a rusty spigot in a foreign country -- and then use it like a French press, pushing down on a plunger-like filter to screen out harmful compounds. In 2013, after two years of development and a successful$15,000 Indiegogo campaign, they made it. It was called the Water Filtration Cup, sold under the brand nameGrayl.
Related:The 10 Must-Have Ingredients for a Successful Invention
Continue reading this article — and all of our other premium content with Entrepreneur+
Join the internet’s leading entrepreneur community! With your subscription you’ll get:
- Unlimited access, including premium content
- No ads
- Subscription to狗万官方magazine
- Four free e-books a year
- Subscriber-only events with our experts