Today, I’m 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 considerations
(25:40) Filter replacement strategy 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
