By now, the one-for-one models used by companies has become a common method to successfully sell products, raise awareness of global issues, and actually improve human lives. A major element for companies using this model such as TOMS and Warby Parker is emphasizing the storytelling aspect. This means connecting customers to the individuals and communities that benefit on the other end from the purchase of the product. Mike Del Ponte, CEO and founder of Soma water filters is adapting storytelling to the next level with the official launch of his product by activating all senses through video production and live events.
Soma water filters are simply designed for the modern lifestyle and home. It has only 2 components: a glass carafe (think Erlenmeyer flask) with a cone-shaped compostable water filter. Once you buy your first filter, Soma will automatically send a new one every 2 months as part of the subscription plan. However, the importance of Soma isn’t just its evolutionary design but its mission to eliminate water-vector diseases and provide clean water to over 800 million people around the world.
Through a partnership with charity:water, Soma will donate money to help fund water projects in countries such as Uganda, Ehtiopia, India, Honduras, and many others. However, to better tell the story of their partnership, founder Mike Del Pointe along with a team of 4 others, including The Glitch Mob producer Justin Boreta, are traveling to Ethiopia to check out the areas where their work will be effecting. The entire trip will be captured on many different levels: visually with a videographer, audiologically with recorded sounds that will be produced into a song, interactively with live feeds through social media sites, and most importantly, through food.
The culmination of the trip to Ethiopia will be a series of 10 dinner events that Soma will co-host with the magazine Dwell. These dinners will allow attendees to not only experience Ethiopian cuisine but to have a chance to see the work and stories from the trip as put together in multiple presentations and visualizations.
Soma was able to sell about 2,300 filters in its first round of preorders thanks to the $147,444 it raised with Kickstarter. Sales are expected to start again in August so be sure to keep an eye out to finally replace those bulky Brita filters.
It seems that these sorts of ventures should be the go-to business plan for product and service companies. For many in the humanitarian world, while paying a bit more for your basic product, knowing that its purchase directly benefits and changes the lives of others who are less fortunate makes opening up our wallets easier. For the people at charity:water, Dwell, and Soma, transparency with their work is extremely important. Their websites provide detailed information and illustrations on their finished and ongoing projects. Going back to Bill Gates’ word of advice in his 2013 letter, being upfront and proving your successes and even failures are going to propel charities to exceed their goals and give donors the comfort and reassurance they deserve.
– Deena Dulgerian