How This Water Filtration System Became An 8-Figure Business | Income Tips & Side Hustles
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Key Takeaways
A health scare in Keller’s household revealed how restricted present water-filter choices have been.
Keller and Carlisle spent three years engineering a system from scratch, prioritizing high quality over speed.
Rorra affords premium water filtration options that includes a countertop filter designed to encourage daily use and trust, in addition to a filtered showerhead.
When his younger daughter’s eczema worsened, Brian Keller tried all the things trendy parenting prescribes. Nothing labored. Desperate, he changed the abnormal showerhead of their toilet with a filtered one. Within a couple of days, his daughter had completely clear skin. The speed of the change pressured him to go online looking for a dependable filtration system. But what he discovered stunned him. “Pretty much one plastic product after the next,” he says.
He called his longtime associate, designer and engineer Charlie Carlisle. “I think there’s a pretty big opportunity here to build a business like the Dyson of water filtration,” he said. Little did they know they’d spend the next three years building a filtration system piece by piece, rejecting shortcuts.
The result is Rorra — a science-backed water filtration company offering a countertop unit and filtered showerhead. Both run faucet water by a multilayer carbon and media setup designed to cut back chlorine, disinfectant byproducts, PFAS, and 50+ other contaminants. In less than a 12 months on the market, the company has positioned over 10,000 drinking-water programs in properties across the nation and reached an eight-figure run fee.
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The drawback with faucet water
While finding out U.S. water infrastructure, the founders found some sobering stats. The average faucet water pipe is 45 years outdated, and many are more than a century outdated. Chlorine and other chemical substances, including lead, are in nearly all American faucet water, including compounds linked to elevated dangers of kidney and bladder cancer.
But changing failing pipes across the nation would price more than a trillion {dollars} and require digging beneath major cities. The resolution was to offer a dependable approach for people to wash their water at home.
Built to last and be seen
The founders knew that if people have been going to wash their water at home, the system needed to be modern. The flimsy plastic merchandise Keller first noticed online weren’t slicing it. “Everything we build is designed to last for years. We’re not building cheap, consumer products with engineered obsolescence,” Keller says.
The Rorra Countertop seems to be more like a piece of trendy kitchen gear than a filter—medical-grade chrome steel and durable enough to move for one thing you’d discover in a craft brewery.
Perhaps unsurprisingly, the design appeals to male shoppers. “Over 50 percent of our customers are male,” Keller says. “We didn’t even really project that initially.” The product instructed one thing protecting and strong, a type of family sentinel.
For this cause, Keller and Carlisle designed the Rorra Countertop system to live the place people may see it. Most filtration devices disguise under sinks and get forgotten. They needed the reverse. “A product that people are going to be proud to put on their countertop,” Keller says.
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A flood of orders
The response got here fast and livid, which was good and dangerous. When the first items shipped, the founders braced for modest demand. Instead, “customer service inquiries went overnight from like a ten a day to hundreds a day,” Carlisle said.
They ran out of stock for weeks. Delays stretched to 2 months. But amid the chaos, they selected transparency over panic. “My phone number was on the credit card statements of every single customer,” Keller says. When a subscriber called late at night time to complain about a charge, he picked up. “I’m the CEO,” he would inform them, before strolling them by the advantages of the system. The response constructed a unusual kind of loyalty.
Popularity has grown organically. Athletes, medical doctors, and creators purchased the product on their own, then reached out. One of the company’s largest boosts got here from partnering with Dr. Andrew Huberman, the Stanford neuroscientist and host of the vastly widespread Huberman Lab podcast. “We’re definitely seeing a direct uplift in sales and people buying from his landing page,” Keller says.
It’s votes of confidence like this that show their strategy was a good one. “It took three years versus probably one year that it could have taken us to launch,” says Carlisle. “But there’s a lot of benefits to us having something that’s truly unique in the space.”
Key Takeaways
A health scare in Keller’s household revealed how restricted present water-filter choices have been.
Keller and Carlisle spent three years engineering a system from scratch, prioritizing high quality over speed.
Rorra affords premium water filtration options that includes a countertop filter designed to encourage daily use and trust, in addition to a filtered showerhead.
When his younger daughter’s eczema worsened, Brian Keller tried all the things trendy parenting prescribes. Nothing labored. Desperate, he changed the abnormal showerhead of their toilet with a filtered one. Within a couple of days, his daughter had completely clear skin. The speed of the change pressured him to go online looking for a dependable filtration system. But what he discovered stunned him. “Pretty much one plastic product after the next,” he says.
He called his longtime associate, designer and engineer Charlie Carlisle. “I think there’s a pretty big opportunity here to build a business like the Dyson of water filtration,” he said. Little did they know they’d spend the next three years building a filtration system piece by piece, rejecting shortcuts.
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