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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Investments: https://capital.fitt.co/

 

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