Eli explains that the idea came from a need he noticed while preparing for a meeting with his brother; they were running late and had food stuck between their teeth. He found out that 70% of Americans regularly skip flossing due to it being too time consuming or painful. To get customers clicking, Eli has done crowdfunding through sites like Kickstarter or equity crowdfunding.

Instafloss successfully completed two types of crowdfunding campaigns: a regular Kickstarter campaign that pre-sold $2.5 million worth of products and an equity crowdfunding campaign that provided additional capital for manufacturing.

The conversation then shifted to advertising, noting that ads for electric toothbrushes often use CGI videos to show plaque being removed from teeth but people should base their purchases on numbers rather than visuals as they should be looking for products that actually reduce plaque and gingivitis.

The conversation concluded by discussing the importance of providing visual proof when marketing a product such as before and after pictures, reviews, testimonials from customers or scientific studies but not relying solely on data or scientific studies when marketing efforts are made. This podcast conversation discussed the use of A-B tests to determine the effectiveness of a product or service, and how risk tolerance should be taken into consideration when deciding how certain one needs to be in their test results before moving on.