All right, men: imagine that every time you wanted to buy a pair of boxers, you had to spend three hours searching through hundreds of options and pay $50 or even $70?

This is the hook that finally got investors—93% of whom are men—to pay attention to Harper Wilde, a company which, as founder Jane Fisher says, “takes the BS out of bra shopping.” She explains that she and her cofounder, Jenna Kerner, “decided to build a company that would make it easier to buy more fairly priced bras, everyday bras, online, without the hassle.” They offer home try-on of three bras, and they sell just a few great options, all priced at $35, “which is about half of what you would find at a similar quality product at other retailers.”

Listen to hear Karl talk with Jenna and Jane about the perils of pitching to (male) investors, how to test a home try on method using no tech (and spending virtually no money), and pinpointing the actual pain point of bra shopping.