The Foundr Podcast with Nathan Chan 570: Your Toothbrush is GROSS - They Fixed it and Made MILLIONS | SURI
Jun 27, 2025
Mark Rushmore and Gyve Safavi are the co-founders of SURI, a company revolutionizing oral care with their sustainable electric toothbrush. They discuss the overdue need for innovation in dental hygiene, driven by a commitment to eco-friendly practices. Insights into their design process reveal how packaging and product aesthetics helped them gain traction. The duo shares the challenges of launching during a pandemic, the significance of consumer feedback, and the importance of staying mission-driven without greenwashing. This conversation is a treasure trove for aspiring entrepreneurs!
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Episode notes
Negotiate Factory Terms Hard
- Negotiate factory terms hard even when starting with worst conditions.
- Secure margins above 70% and better terms as you scale for survival.
Early Shipping Disaster Turned Win
- SURI faced a shipping disaster with 3,000 unshipped orders due to labeling issues.
- Personalized customer emails turned potential refunds into loyal support, becoming a foundational value.
Focus Marketing on One Channel
- Nail one scalable marketing channel like Meta ads or influencers.
- Use targeted storytelling in ads to drive pre-sales and avoid referral marketing pitfalls.