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Water is an underinvested market, yet it’s one of the most crucial resources we have. But I believe that through better storytelling and innovation, we can shine a light on the water industry’s challenges and opportunities. In 2014, I founded Sutro, a robotic water diagnostics platform designed to improve water chemistry and safety. I sold Sutro to Sani Marc in 2019 and am currently leading day-to-day operations. Today, as President of Sutro (a subsidiary of Sani Marc), I oversee the development, marketing, and sales of smart water monitoring devices. Our technology is trusted by some of the biggest brands in the industry, and we are the only NSF-certified autonomous device for water safety. I’m proud to lead our team in revolutionizing how people interact with water, ensuring it's clean, safe, and accessible. 🌊 Host of “Liquid Assets: The Business of Water,” a podcast about water through the lens of business, technology, and policy. ➡️ https://www.liquidassets.cc/ 🌊 Co-author of “Story-Driven Smart Products,” a practical guide to launching smart hardware products. ➡️ https://a.co/d/1Bbd11r 🌊 Delivered a TEDx Talk on leveraging technology to improve water safety. ➡️ https://www.youtube.com/watch?v=CwuJnr-iWcY Other Ventures: ⚙️ Leading the “Street to Home” project to address working capital gaps for the Future Communities Institute. ⚙️ Founded ImpactSpace, later sold to ImpactAlpha (the TechCrunch for impact investing). ⚙️ Advisor to various startups, including a software development agency (Incodeks) and a health navigation company (Juniper). ⚙️ Engineer in Residence at Future Communities VC, focused on tools to track climate solutions through the IRA (Inflation Redux Act).
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The pool industry has a fundamental problem that's limiting innovation: Most companies take a one-size-fits-all approach to an incredibly diverse market. When you analyze the data closely, you discover dramatically different use cases: - Northeast homeowners with 90-day seasons - Sunbelt residents with year-round usage - Vacation property owners that need intermittent monitoring - Commercial operators with strict compliance requirements Yet most water tech solutions fail to address these distinct segments, creating products that work moderately for everyone but exceptionally for no one. This is precisely why Jarie and I developed our Core Six questions framework: (1) Who exactly is your target customer? (Not "pool owners" - but which specific segment?) (2) What specific problem are you solving for them? (3) Where do these customers currently look for solutions? (4) When in their journey are they most receptive to new solutions? (5) Why would they choose your solution over alternatives? (6) How will you reach them through the right distribution channels? When applied to any industry, these questions force you to make critical decisions, and help you define your market. The pool industry is ripe for massive disruption, but only for those who recognize these segmentation realities and build accordingly. If you're building products in the water industry, I'd welcome a conversation about applying our six core questions framework to your specific challenges. Drop a comment or DM me.
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