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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Rorra's Website: https://rorra.com/

Rorra's Instagram: https://www.instagram.com/rorrawater/

Rorra's X: https://x.com/rorrawater

Rorra's Facebook: https://www.facebook.com/rorrawater

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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