S'well: Sarah Kauss (2020)

Design matters when building a successful brand. Sarah Kauss, the founder of Swell, understood the importance of creating a sleek and beautiful water bottle that people would want to show off on their Instagram feed. She recognized that there were already plenty of good water bottles on the market, but the lack of aesthetic appeal set Swell apart. By focusing on design, Kauss was able to break through the competition and grow her business to a reported $100 million in revenue. Additionally, she demonstrated that it is possible to scale a company without external funding by strategically and methodically building Swell.

Sarah Kauss's parents were able to successfully run a business and a family together. This unique opportunity allowed them to build their business while also being involved in each other's lives. It highlights the importance of communication and support within a family dynamic, as they were able to make it work despite the challenges. Additionally, it is interesting to note that Sarah's early exposure to entrepreneurship influenced her career path and passion for business. This emphasizes the impact that childhood experiences and role models can have on shaping our future aspirations. It also demonstrates the value of pursuing one's interests and finding fulfillment in one's chosen field.

The experiences and skills gained in seemingly unrelated jobs and educational pursuits can play a crucial role in laying the groundwork for future success as an entrepreneur. Sarah Kauss's work with new media companies during the dot-com era and her time at Ernst and Young provided her with valuable knowledge and problem-solving abilities that proved essential in starting her own business. Even though she didn't realize it at the time, these experiences were shaping her path towards entrepreneurship. Additionally, attending Harvard Business School not only offered her the opportunity to learn new skills, but also gave her access to a network of supportive friends who would later become influential in the business world. This showcases the importance of combining confidence, education, and a strong support system when pursuing entrepreneurial endeavors.

Sometimes the big idea or fulfillment we seek may not come during our time in school or in our first job. Sarah Kauss, for example, didn't find her passion while in school or in her initial post-graduation job search. Instead, she faced difficulty finding a job and ended up staying at Harvard Business School where the school created positions for some graduates. Later on, she found a job in real estate development, but despite the stability and decent salary, she still felt unsettled and unfulfilled. This highlights the importance of continuously exploring and reflecting on one's career path, even if it means stepping away from the busyness of everyday life to gain perspective and find the inspiration needed for the next step.

Taking time to step outside of our busy lives and reflect on what truly matters can lead to profound realizations and change. When Sarah Kauss went on a hiking trip with her mom, celebrating her mom's victory over cancer, they had deep conversations about life and regret. Her mom's desire to have been a painter sparked something within Sarah. As they hiked in the Arizona heat, Sarah's discomfort with her hot reusable water bottle planted the seed for her business idea. This moment of discomfort, combined with the professor's presentation on the water crisis, led her to envision a company that not only created a better water bottle but also had a social mission to address plastic waste and educate people about climate change. By prioritizing meaningful conversations and paying attention to our surroundings, unexpected inspiration can arise.

Sarah Kauss recognized a gap in the market for a water bottle that was not only functional but also aesthetically pleasing. She realized that while there were many options available, none of them stood out as fashionable accessories or statement pieces. By purchasing and testing different water bottles herself, as well as getting feedback from friends, Sarah educated herself on what was lacking in the industry. Despite the skepticism and doubts from those around her, she remained determined to convert non-water bottle users by designing a product that would catch their eye and make a statement. This highlights the importance of identifying untapped niches and focusing on unique selling propositions when starting a new business.

Sarah Kauss took a leap of faith to quit her job and pursue her idea. Despite feeling uncomfortable explaining herself to others, she had the motivation to make her own path. She had a backup plan with her CPA qualification, but she was determined to avoid going back to it. With $30,000 in savings, Sarah realized that starting a business required more financial resources than she initially anticipated. However, she didn't let that deter her. Sarah began designing her product in PowerPoint and sought help from her business school friends. She wanted her water bottle to be simple, elegant, and environmentally friendly, encouraging people to drink tap water and reduce plastic usage. This shows that Sarah's passion for her idea drove her to overcome obstacles and create a functional and aesthetically pleasing product.

Sarah Kauss faced challenges when it came to manufacturing her water bottles. Despite her initial desire to have them made in the US, she struggled to find factories willing to work with her due to her small scale and lack of established demand. However, she found that factories in China were more open to taking a risk and producing a small run of the bottles. This decision required a significant investment from Sarah, as it used up the majority of her savings. Additionally, her initial choice of company name, "Can't Live Without It," turned out to be a poor fit for a water bottle brand. With the help of a creative team, she eventually settled on the name "Swell," finding it to be a more suitable and memorable choice.

Sarah Kauss's success with Swell bottles came from her determination and personal approach to sales. Despite being nervous and facing countless rejections, she took the initiative to visit stores personally, introducing herself and her product to buyers and owners. She believed in the quality and functionality of Swell bottles, and her passion convinced many to give it a chance. Sarah even took a risk by giving away some products to prove their effectiveness. Additionally, she utilized social media, specifically her Facebook page, to spread the word about her website and attract customers. Through persistence, personal engagement, and belief in her product, Sarah was able to sell all 3000 bottles and pave the way for Swell's success.

Sarah Kauss took proactive and creative measures to promote her brand and gain exposure. She utilized her personal network and created a social media presence to spread awareness about her product. Additionally, she reached out to various editors of women's fashion magazines, sending them samples and personalized letters explaining her mission and the uniqueness of her product. Even though she couldn't always ensure that the right editor received her package, she believed that the appeal of her product might still generate interest and potentially lead to coverage. Sarah recognized the importance of targeting women initially as they often make purchasing decisions for the household. Ultimately, her efforts paid off when Oprah's magazine showcased her product after she sent them a sample. This highlights the significance of proactive outreach and leveraging existing connections to drive success in business.

Taking bold and proactive actions can lead to significant opportunities and success. Sarah Kauss, the founder of Swell, faced a hurdle when Oprah's magazine requested her water bottles in various colors, but all she had was blue. Instead of giving up, she immediately took action. She purchased a Pantone color book, selected six additional colors, and had them manufactured to showcase the variety of her product. This resulted in being featured in Oprah's magazine and opened doors for her business to retailers. Additionally, when faced with a surge in web orders, Sarah quickly set up a fulfillment center to ensure timely deliveries. These instances demonstrate the importance of being resourceful and seizing opportunities for growth.

Perseverance and resourcefulness can lead to significant opportunities. Sarah Kauss started her business by attending trade shows and pitching her product to potential buyers. The breakthrough came when Crate and Barrel decided to feature her product in their stores and catalogs, giving her national attention and press coverage. However, this success also brought challenges, such as meeting the requirements of a national retailer. Sarah embraced the learning opportunity and found creative solutions, like making barcode stickers at home with the help of friends. Despite being a one-person company at the time, Sarah's determination and willingness to adapt allowed her to overcome obstacles and move forward. She chose not to seek funding initially, opting to wait until her business had more traction and a stronger story to present to investors. This demonstrates the importance of timing and strategic decision-making in the growth of a business.

Strategic partnerships and unconventional marketing tactics can lead to significant growth and success for a business. Sarah Kauss, the founder of S'well, faced the challenge of building brand awareness without a marketing budget. To overcome this, she decided to donate her bottles to influential events, such as the Ted conference, in order to reach a high-profile audience. This decision proved to be fruitful as CEOs and founders of companies, who had attended Ted, became some of her first corporate clients. Additionally, when a speaker like Shonda Rhimes promoted S'well bottles, it further enhanced brand exposure. Despite the high expense and uncertainty of return on investment, these calculated marketing strategies have played a pivotal role in the success of S'well. Another key takeaway is the importance of protecting intellectual property and being vigilant against knockoffs in the market.

Protecting intellectual property is crucial for any business. Sarah Kauss, the founder of Swell, faced the challenge of counterfeit products when knockoff bottles with her company's logo and trademark were found at a trade show in Hong Kong. Despite initial lack of resources, Sarah took legal action and eventually won a lawsuit, receiving $19 million in damages. This illustrates the financial and mental toll that counterfeit products can have on a company. It not only affects the bottom line but also diverts time and attention from other important aspects such as product development and marketing. Thus, safeguarding intellectual property rights should be a priority for businesses to ensure their long-term success.

Taking risks and seizing opportunities can lead to incredible growth and success. Sarah Kauss's decision to approach Howard Schultz at the Starbucks roastery opening turned out to be a pivotal moment for her company, Swell. Despite her initial nerves, she mustered the courage to pitch her story and the potential for a larger business partnership. This bold move eventually resulted in Swell bottles being sold in 14,000 Starbucks locations worldwide. If Sarah had let fear hold her back, this opportunity may have never materialized. This story highlights the importance of stepping out of one's comfort zone, as taking chances can lead to significant breakthroughs and accomplishments.

Sarah Kauss, the founder of Swell, achieved success and brand recognition by focusing on her own vision and not being easily swayed by outside investors or competition. Despite hearing concerns from others, she remained confident in her product and her abilities. However, she also recognized the importance of humility and continuous improvement. Instead of letting overconfidence blind her, she acknowledged the areas that needed upgrading and sought advice and help from other entrepreneurs and employees. This willingness to admit imperfection and seek guidance allowed her to navigate the challenges of scaling the company and managing the chaos that comes with rapid growth.

Sarah Kauss and her company, Swell, played a significant role in the movement towards reducing single-use plastic by promoting the use of reusable water bottles. Through their innovative designs and eco-friendly approach, Swell was able to create a demand for reusable bottles, leading to the emergence of water filling stations in airports and public parks. Despite facing challenges, such as counterfeiters and website issues, Kauss's determination and resourcefulness, along with the support of her partner-turned-COO, Jeff, contributed to the success and growth of Swell. The story emphasizes the importance of passion, teamwork, and adaptability in building a successful business that aligns with a larger environmental mission.

Sarah Kauss' success with the brand Swell can be attributed to a combination of hard work and luck. Sarah's dedication and relentless hustle have played a significant role in the growth of her company over the past 10 years. However, she acknowledges that luck has also been a crucial factor in their success. Sarah considers herself fortunate to have been born into an entrepreneurial family and a society that values education for girls. Additionally, the timing of Swell's launch aligned perfectly with a growing global awareness of climate change and the need for personal action. Sarah's story also highlights the importance of having a supportive network of friends and seizing opportunities when they arise. Ultimately, Sarah's journey demonstrates that a mixture of effort and serendipity can help turn hard work into something truly remarkable.