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Direct-to-Consumer E-Commerce (Home Water Filtration)
Direct-to-consumer e-commerce brand generating $2.96M in revenue with $1.19M in SDE, operated debt-free as a solo venture with a 35,000-customer base driving recurring filter reorders.
Business Highlights
- Direct-to-consumer home water filtration brand generating $2.96M in revenue with $1.19M in SDE (40% margin).
- Operated as a solo venture with no employees, no brick-and-mortar, and no debt.
- Proprietary all-glass, gravity-fed purifier design no domestic manufacturer can replicate at scale.
- 35,000-plus customer base acquired primarily through Meta advertising.
- Replacement filter reorders from the existing customer base create a partial recurring revenue stream representing roughly one-third of daily order volume.
- Warehouse logistics consolidated with trucking companies to reduce drayage costs.
- Spanish-language brand variant already launched.
- HSA/FSA approval in place, opening healthcare-spend marketing angles.
- Fulfillment runs through two third-party warehouses near major ports.
- Shopify storefront with international shipping operational.
- Over 20 years of operating history in water purification.
Considerations / Questions to Ask
- What does customer acquisition cost look like across Meta vs. other channels, and how has it trended over the past 24 months?
- What is the supply chain dependency for the all-glass components, and are manufacturer relationships transferable?
- What share of the 35,000 customers reorder filters, and what is the average reorder frequency?
- What does the Spanish-language brand variant contribute to revenue?
- How are HSA/FSA approvals maintained, and what compliance obligations transfer with the sale?
- What technical or operational knowledge does the solo owner currently hold that needs documentation pre-transition?
- What are the contract terms with the two third-party warehouses?
- Why is the owner unwilling to carry a seller note, and what does that imply about the transition plan?
Opportunities
- A new owner could scale beyond the current one-person operation by adding paid media, customer service, and operations hires.
- Expand paid media beyond Meta into TikTok, YouTube, Google Shopping, and influencer partnerships.
- Launch a formal subscription or auto-ship program for filter replacements to convert reorder behavior into committed subscription revenue.
- Grow the Spanish-language brand variant into a dedicated channel with its own creative and ad spend.
- Wholesale and B2B channels (wellness retailers, off-grid suppliers, gyms, yoga studios) are untouched.
- Lean harder on HSA/FSA approval as a marketing angle now that infrastructure is in place.
- International expansion using the existing port-adjacent warehouse setup.
- Adjacent product lines (replacement parts, accessories, off-grid kits) already exist on-site and can be marketed harder.
- Email and SMS retention programs for the 35,000-customer base have clear room to grow reorder rate.