Marketing the American way: how to earn 100 million on kitchen sponges-emoticons

American Aaron Kraus (Aaron Krause) has achieved incredible success, it would seem, has long mastered the niche market of kitchen sponges. He turned an ordinary sponge in funny emoticons. Smiling sponge is very popular in USA despite the fact that they are two more faceless competitors. Sponge Scrub Daddy enjoyed success thanks to a careful marketing and creative functionality.

It would seem that there is a 42-year-old man with a kitchen sponge? As every motorist, Aaron Krause periodically had to clean up the car. One day, faced with heavy pollution, it has damaged the coating too hard with a sponge. The owner of the car angrily noticed that on the American market there multipurpose cleaning sponges, which were coped with all tasks. So the idea to create a universal sponge Scrub Daddy.

Aaron krauz opened the business in 2012. American, managed to develop a sponge that can cope with any dirt without damaging the surface. Importantly, the sponge Scrub Daddy does not need to exert great efforts to clean up even the most ingrained dirt. Friendly emoticons are not absorb odors. In porous material does not accumulate the remnants of dirt, which makes it unsuitable for bacteria.

The first sale Scrub Daddy was quite modest. Network of small grocery stores was not the best way of "promotion" of a new product. Aaron Krause decided to take part in the popular TV show Shark Tank startups and created a furor. Investor skepticism vanished as soon as the entrepreneur has started to demonstrate the practical application of the foam smiles.

American has signed a contract with the investor who specializiruetsya on sale in the infomercials. Under the deal, Aaron Krause gave the investor a 20% stake in the company, and received from him 200 thousand dollars. Today sponge-emoticons chose 50 million buyers given that its price is 14 dollars to five dollars for a regular sponge. In rubles is the equivalent of 950 and 300 rubles.

In 2016, Aaron Kraus was named "Entrepreneur of the year" according to EY.

According to the TV show Shark Tank start-UPS, sales of Scrub Daddy has exceeded $ 100 million. What made the company Aaron Cruz the most successful startup in the history of the show. The investor believes the company acquired 20% stake in a very profitable investment. The contract with Aaron Cruz brought him $ 75 million in just three years. The company that produces the smiling lips, running fifty people.