The key to creating a successful business is finding an unmet need and filling it. But sometimes, to quote Steve Jobs, "People don't know what they want until you show it to them."
For example, you probably never realized your dog needed protective eyewear. Then Roni Di Lullo came along and created Doggles — goggles for dogs.
First year sales were $100,000.
Last year's sales were $3 million.
This is the story of how a software programmer from Hewlett-Packard used her computing skills and love for man's best friend to create a pet product empire. When Di Lullo started, though, people at her first trade show mocked her. "We were sitting down in the booth, and people are just walking by, and they're pointing and laughing, and we're just like, 'Oh, no.'" (Tweet This)