Superior Bidet

Sponsored Content with: BDC

It’s not every day a business idea springs forth following a few moments on the toilet, but that’s how things went down for a group of three brothers. The day one of them tried a bidet for the first time, he found himself on a mission to transform the people’s hygiene.

Granted, getting clean after going to the bathroom isn’t exactly a subject that’s openly discussed. However, Superior Bidet, the company founded by Edward from St. John's and his brothers Carlos and Mark, manages to make the topic accessible with its upfront approach: “Because wiping never got the job done”, its website plainly states.

Read on, and you might find yourself nodding in agreement: using toilet paper is neither effective nor hygienic, plus it can be uncomfortable, sometimes even causing micro-cuts in delicate skin.

Superior Bidet makes a few versions of a high-tech device that easily attaches to toilets without the need for plumbing or electrical work, allowing people to use water to clean themselves when they’re done. As the company puts it, “Pooping just got a whole lot better.”

There’s an environmental argument for bidets, too: North Americans use an astonishing amount of toilet paper. Bidets eliminate paper consumption and use less water than the amount it takes to produce so much paper product in the first place. “A kinder, healthier planet starts with a clean henie,” Superior Bidet maintains.

With a cheeky sense of humour, the brothers recently found themselves successfully pitching their product on Dragons’ Den.

“What I really loved about this pitch is how much energy and personality they brought to it—you had to pay attention,” says Jasmin Ganie-Hobbs, Manager of Major Accounts, at the Business Development Bank of Canada (BDC). “These guys are obviously experienced in sales. Mark, Ed, and Carlos were able to make a human and down-to- earth connection with a very visual pitch. They were confident and had me laughing all the way through. Not only does this help to prevent a lender or investor from going to sleep but also in remembering you for potential future interactions.

“Aside from being entertaining, their early sales traction is a promising indication of success,” Ganie-Hobbs says. “This verifies that the company has some valid market acceptance and interest from potential consumers. Quite often, the money doesn’t come in from your lender after pitch one, but comes in time when you have more traction. So leaving a good first impression is a big plus. Future pitchers—take note!”

In keeping with the expression “it takes money to make money”, one way to kickstart that early traction, as these three entrepreneurs know, is through a business loan like those offered at BDC. However, as the brothers discovered in the Den, it takes much more than financials for early business success. Despite being the first bidet company to land a deal on the show, market research support could have resulted in an even more effective outcome on the national show.

“They struggled convincing the majority of the Dragons that they’d be a lucrative investment,” Ganie-Hobbs notes. “I would advise them to better understand their competitive advantage and how they stack up against industry competitors. They could have been better prepared with more facts on their product versus industry competitors’ products. This was one point of the pitch where they did not come across as confident, and perhaps could have exhibited better preparedness. Before you make your pitch, do some thorough research on your competition.

“Lenders are looking for great management teams, as well as cool and innovative business concepts,” she adds. “Packaging, product differentiation, and distribution plan fell short this time, but with some work could shore up the company and lead to greater future sales and success.”​

This is paid content provided by or produced on behalf of BDC.

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