Launch in hotels and multi-unit buildings before expanding to consumers
#00022
Launch refill in hotels and multi-unit buildings before going direct-to-consumer. These give free route density (many units per address), a rational B2B buyer not fragile consumer goodwill, contract-based predictable demand, and a cheap place to prove the cleaning economics.
#00027The jump from B2B hotel supply to DTC home refill is an unsolved transition
The hotels-first plan assumes a home-refill business grows naturally out of the B2B phase, but they differ in product, sales motion, margins and logistics. Direct-to-consumer also reintroduces the dispersed-household friction the hotel approach was specifically chosen to avoid.
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