Joey Guerra and Alex Dashefsky (Airsign) - Why the vacuum cleaner needed innovation, brand positioning, and their approach to organic marketing

The Consumer VC: Venture Capital I B2C Startups I Commerce | Early-Stage Investing I Brands

Thank you Yuriy Dovzhansky for the introduction to our guests today Joey Guerra and Alex Dashefsky, founders of Airsign. Airsign makes tools for the modern living, starting with their award winning HEPA vacuum. We discuss innovation within vacuum cleaners, why they were in R&D the whole time and wanted to start their own brand instead of white labeling, how they’ve approached marketing, positioning and fundraising and much much more. Without further ado, here’s Joey and Alex.

Some of the questions I ask them:

1. I want to start with you Joey. Before you founded Airsign you had your own industrial design shop and building products for other brands. When did you think and realize you wanted to start your own brand and why focus on the vacuum?
2. What was missing about the vacuum
3. What do you think Dyson
4. They don’t last
5. Airsign
6. John from Lakehouse ventures
7. 
   
8. How did you approach Alex, how did Alex become part of what became Airsign?
9. Was entrepreneurship ever something that you both could see yourself doing some day?
10. Why did you both feel the partnership could work and how do you each think about your skillsets?
11. What is wrong with other vacuum cleaners? What makes them non-sustainable or not as effectiveWhat was the design process like? How long did it take for you to get to the version we have today?
12. What is HEPA filtration? How did you approach
13. How do you think about the LTV
14. When did you decide to raise capital?
15. What was that process like?
16. How are you thinking about your growth strategy? I know
17. Alex, you were running your own industrial design
18. What are other products that you don’t think have been perfected or designed well quite yet?

Alex

• How to not F-up your startup
• Harry Potter

Joey

• The Steve Jobs
• He was really a hardware guy

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