308. Building Trust In Water Filtration With Brian Keller, Co-Founder And CEO Of Rorra Kevin Bradley Top Cop Allegations [Y9wJqcRCXI3]

Today, I'm coreno ausonio joined by Brian Keller, co-founder and CEO of Rorra.

Prioritizing design excellence, Rorra sells user-friendly water filters that deliver cleaner, safer drinking and bathing water backed by NSF testing and transparent performance reports.

In this episode, we discuss building trust in the water filtration category.

We also cover:

Design and UX philosophy

Direct-to-consumer vs. retail strategy

Educating consumers without scare tactics

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Chapters:

(00:00) Introduction

(00:25) Brian's background and founding story behind Rorra

(02:30) Researching existing water filtration options and market gaps

(05:15) Product development challenges and manufacturing in stainless steel

(07:15) Building business model and raising capital pre-product

(09:35) Design philosophy and user experience considerations

(11:30) Consumer education and "What's in Your Water" platform

(14:10) Messaging strategy around microplastics and forever chemicals

(16:20) Positioning as health and wellness vs. kitchen appliance

(18:15) Customer segmentation from biohackers to new mothers

(20:15) Partnership strategy with health and wellness influencers

(23:20) Direct-to-consumer vs. retail distribution miles mcbride considerations

(25:40) Filter replacement strategy victoria weather and subscription model

(28:10) Future product roadmap and staying focused on water

(30:35) Long-term vision as trusted water quality information source

(31:05) Conclusion