I Invented A $3.6M Blue Mild Filter Blocking Well being Enterprise –

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Whats up! Who’re you and what enterprise did you begin?

Hello, I am Dhruvin Patel – a professional optometrist who started Ocushield, a model which develops medically-rated merchandise to get rid of dangerous blue gentle from digital machine screens, permitting shoppers to have more energizing feeling eyes and enhance sleep after display screen use.

Ocushield’s flagship product is our blue gentle blocking display screen protector and filters for smartphones, tablets, laptops, and displays, selectively filtering dangerous blue gentle whereas sustaining a crystal clear picture, in contrast to software program…ahem, evening shift.


The vast majority of our prospects fall into three classes, firstly households. Dad and mom who’re wanting to guard the eyes of their toddlers or youngsters from intensive display screen time can accomplish that with Ocushield, by studying instances tables on screens or just watching the newest Tik Tok. Second, working professionals. Professionals are spending greater than 8 hours on a display screen a day, honing in on their craft, and are feeling the detrimental bodily affect. They’re additionally seeking to discover methods to enhance productiveness and increase their output.

Lastly, what I prefer to name well being optimizers. Now with entry to extra info than ever, shoppers who care about their well being and wellbeing get hold of options to profit their well being – they know prevention is best than treatment.

Serving over 150,000 + prospects in 80 nations, Ocushield generates $300k per thirty days – & this all began from a college analysis examine I did 6 years in the past. Our merchandise are offered in Verizon, BestBuy, HSN & URBN Outfitters.

We additionally appeared on the UK’s model of Shark Tank in July 2021, referred to as Dragons’ Den & have even personally been really helpful by Sir Richard Branson.


What’s your backstory and the way did you provide you with the concept?

Whereas I used to be finding out to turn out to be a professional optometrist at Metropolis College, London in 2013 I used to be engaged on the weekends at a big opticians chain, Imaginative and prescient Specific (Grand Imaginative and prescient). While there, one afternoon the lead optometrist on the time gathered the group to temporary us on a brand new product that got here to the marketplace for individuals who wore spectacles.


She suggested, “blue management is a brand new coating that prescription glasses wearers might add to their glasses, this could get rid of one thing often called dangerous blue gentle from backlit LED screens akin to laptop screens and in flip meant decreased eye pressure and complications”. I used to be amazed! I believed, is that this the piece of the lacking puzzle the place my mom has at all times instructed me not to take a look at screens as my eyes will go sq.?!

I rushed again to the college the subsequent working day and demanded my lecturers permit me to do a analysis examine on blue gentle. By some means, I acquired my approach – I started a analysis examine on “how blue gentle impacts our eyes physiology and circadian rhythms”. After 9 months of analysis, I used to be shocked at what number of scientific papers have been already on the market showcasing dangerous blue gentle from screens was not solely contributing to eye pressure and complications but additionally impacting our sleep as a result of blue gentle suppressed the hormone melatonin which tells our our bodies it is time to go to mattress. I spotted this can be a mass-market downside!

On the time, it was solely the iPhone 4 that was out in 2014 – screens have been solely going to get greater and brighter, due to this fact I believed to myself selfishly, I would like one thing to restrict the blue gentle publicity however I do not wish to get prescription glasses as a result of I don’t put on glasses within the first place! The prescription lens coating solely restricted as much as 19% of the dangerous blue gentle, I wished to double this at the very least as I believed – this isn’t sufficient! So, I started my journey on creating a fabric that might take the type of a display screen filter that might go immediately onto the display screen itself and restrict the blue gentle immediately whereas defending the display screen on the similar time.

Be messy, till the mess creates issues. Don’t fear an excessive amount of about being excellent with enterprise practices, at first, be centered on gross sales and advertising.

Armed with my analysis and growth, on the similar time I entered my thought right into a CASS enterprise college competitors (sister college) the place I impressed the general public who voted and judges alike, and gained circa £10k grant funding throughout a number of levels. The enterprise on the time was referred to as iSleepEasii – I’m so glad I rebranded earlier than launching that! Ocu means eye in greek, and as we protect eyes – Ocushield was the model identify I got here up with with the assistance of a mentor.


Take us by the method of designing, prototyping, and manufacturing your first product.

Creating the primary bodily Ocushield merchandise meant discovering out how one can selectively filter dangerous blue gentle first, with out altering the colours on the display screen.

Spectrometers have been used to determine how a formulation of dyes and coatings might make this turn out to be a actuality. Dozens of iterations left us with the Ocushield specification which first started as a plastic (PET) movie protecting machine. This huge roll of the plastic sheet can be then minimize manually to intelligent units or be a sq. within the packaging for purchasers to chop right down to dimension.


This wasn’t customer-friendly after all. So we began working with a cellular display screen protector producer who had the molds for all units and will minimize our plastic movie into particular sizing and put it into our packaging which we’d ship them. This meant a completed product was simple for purchasers to make use of.

We rapidly realized our prospects wished to guard their units and eyes on the similar time. We had to enhance the fabric of our core product. So, with tempered glass being the business commonplace for display screen protectors on smartphones, we explored how we might take our science and instill it into the liquid that’s hardened at extraordinarily excessive temperatures. We then went to supply producers who might do that, in individual.

We flew to the far east to the World Sources commerce present to hunt out producers who had prior expertise and have been as much as the problem to create our technically superior product, it allowed us to construct relationships and high quality checks the factories and talk about bringing our merchandise to life.

Out of 4 companions, we select one who we proceed to make use of as a consequence of a product falling inside 99% of our enhanced necessities, high quality checks, service, communication, a secure surroundings for employees with all of the ISO accreditations and certifications in place.


Our packaging initially appeared like this, completed by a freelancer for $500.


We then elevated this by spending $30,000 on a full rebrand, together with packaging throughout the board in 2018.


Startup prices have been $20,000 after which by pre-orders, we bootstrapped the enterprise progress. Solely taking exterior funding in 2018 after producing $400,000 in complete revenues.

Our first product, the blue gentle blocking display screen protector for smartphones had many interactions as I used to be obsessive about creating the perfect merchandise for our prospects, however not initially – I might launch an improved product each 4 months taking over suggestions from prospects who used the product but additionally making an attempt to enhance the quantity of blue gentle filtered while conserving the steadiness of shade. We’ve now acquired as much as limiting 54% of blue gentle between 400-470nm with out altering the display screen readability which is 35% above all lenses made in opticians which have a blue gentle coating.

However, it began with a technical specification being formulated on my own then reviewed and revised by college workers on the time. I wanted to restrict the spike in blue gentle being emitted from screens whereas sustaining a crystal clear image to make sure shoppers would use my innovation and never flip it off like software program.


I used quite a few scholarly primarily based web sites for analysis research on compounds that may be discovered within the eye (within the lens and macular) that naturally take away blue gentle, I then needed to break down how can I get these components and put them into a chunk of movie. I needed to do quite a few checks to verify the weather throughout the movie have been secure and didn’t battle with different elements. I then needed to discover third-party producers to develop prototypes and samples, I went by a dozen initially by utilizing an agent, somebody who has toes on the bottom within the space you wish to manufacture the product. We select the identical area the place Apple manufactures merchandise within the far east, the agent ensured the factories offered us with all certifications wanted and made certain they weren’t making folks work towards their will and/or working situations have been poor.


When you have the capital/time at first to do it your self, this can be helpful and rewarding + pace up the method. We then labored our approach down from 10 to 1 producer, who I then went to go to to finalize the product wanted in addition to make sure the energy, high quality, ending, and high quality testing can be ample.


Describe the method of launching the enterprise.

I beforehand spoke about my preliminary launch from a bed room, I set this up on Wix.com. As I constructed, I networked and instructed everybody my thought – whoever was , I signed them as much as the e-mail record. This was a very highly effective approach of getting first adopters and advocates.

I then drove additional preliminary purchases by way of Google – as folks have been in search of conventional display screen protectors, however I gave them the choice of shopping for the swiss military knife of merchandise – not only a display screen protector however one which protected your eyes and improved your sleep.

It’s vital to not get disheartened with sluggish traction and the route I took of beginning the enterprise whereas I used to be occupied with college or working is one of the best ways to offer a enterprise essentially the most probability of succeeding. If I had gone all in, I wouldn’t have my diploma and scientific follow to assist the enterprise, I wouldn’t have an earnings from the work I used to be doing, after which would have been much more demanding of the enterprise to do properly.

I additionally utilized my community of optometrists and opticians friends, telling them about my innovation – this allowed me to drive gross sales by way of the B2B channel as they might inform their sufferers about it. I acquired placements into fashionable magazines learn by the occupation, this drove gross sales to the web site, and likewise acquired orders for opticians putting Ocushield merchandise of their scientific follow, which they might then advocate to their sufferers.

I financed the enterprise by constructive money movement, I saved a good ship and didn’t pay myself as I used to be constructing enterprise worth. I ensured the gross margins have been wholesome sufficient to reinvest again into product growth and constructing the model.


Largest classes from the method of beginning included getting references for contractors and companies that you just work with. Additionally setting clear expectations and deliverables – as most instances I might find yourself upset from outcomes. The largest lesson of all, most nice issues take time – so you’ll be able to’t get all the pieces completed the identical day or the subsequent day after, taking my time and making incremental progress every day was what turned vital

Since launch, what has labored to draw and retain prospects?

5 key components have helped entice and retain prospects.

Model Authority. We’re a enterprise created by clinicians and eye specialists. In the case of promoting on-line, belief is vital – who else to belief than Medical doctors and clinicians? We’re additionally registered with the FDA and MHRA (the UK’s equal to FDA).

PR. We invested closely in handbook outreach to journalists who have been protecting tales round display screen time, zoom fatigue, and extra to inform them about what we have been doing to restrict blue gentle publicity. This meant profitable media placements which we might then use in our advertising throughout a number of channels and placed on our web site as a seal of approval by these publications that spoke extremely of us.

E mail Advertising and marketing. We centered on nurturing our subscriber base, offering worth add info and promotional affords when wanted. This implies each time we despatched a e-newsletter to our subscribers, it generated us $7k in income per ship.

A number of gross sales channels. We began promoting on Amazon as a consequence of our prospects needing comfort – who doesn’t like merchandise quick, eh? We understood lots of people like the benefit of Amazon nevertheless it has additionally confirmed to be a robust channel for us to develop. Though it Is getting much more aggressive now, the pandemic has pressured much more sellers to go surfing – so promoting and promoting prices have elevated as a consequence of quite a few poorer high quality merchandise at a drastically cheaper value. We additionally partnered with some improbable retailers like Greatest Purchase USA and Superdrug UK which permits us to carry extra authority – in a shopper’s thoughts if a big retailer trusts us to be their blue gentle filter of alternative, shoppers will choose us over competing merchandise.

Do begin a enterprise that has some future developments, don’t begin a enterprise in a pattern – you might be 9/10 too late.

TV, UK’s Shark Tank. We went onto Dragons’ Den (click on to view pitch) which is the UK’s shark tank and slew some Dragons’. This has been improbable for the enterprise as we are able to use this as evergreen content material in our advertising, and if high enterprise folks wish to spend money on us it means prospects will too.


How are you doing at the moment and what does the long run appear like?

Ocushield is a worthwhile $3 million income enterprise and we have simply closed our seed spherical of funding at $1.2 million, led by Rubix Ventures the identical traders of Zwift and another superior folks together with Jason Ellis, ex-president of GameStop and founding father of Dash Cell and James McArthur, ex-president Balenciaga and VP of Gucci Group.

  • Gross Margin – 50-70% (we wished to make sure this was excessive so we are able to reinvest into enhancing present merchandise and spend money on our future merchandise in addition to our charity partnerships like donating to eye charities for each order)
  • LTV – £80
  • Conversion fee – 4.5%
  • E mail Subscribers – 60,000
  • Social Media Following – complete 90k+
  • YOY progress 200% (since 2018, founder going full time)

Presently, we use two 3PL in Banbury, UK, and one in PA, USA to serve our prospects in these two key areas the place most of our prospects come from. We make the most of 4 factories to fabricate our distinctive merchandise.

We’ve distribution in Canada, UAE, Philippines, Australia, and EU. This enables our companions to concentrate on these areas whereas we concentrate on the UK and USA. There’s solely a lot you are able to do…

Sooner or later, we wish to turn out to be the one-stop-shop for eye-protecting merchandise. With our optometrist hats on, we all know what’s finest for our sufferers/prospects and we wish to carry the perfect merchandise to them.

Via beginning the enterprise, have you ever realized something significantly useful or advantageous?

Beginning a enterprise is usually glorified, when you begin there’s a thought course of that gross sales and success comply with swimsuit. This isn’t the case, issues take time – numerous it, particularly if it is a enterprise you might be beginning with restricted capital and no earlier expertise in that business. Understanding this myself over a while gave me the persistence for alternatives and gross sales to be nurtured.

It’s vital to not get disheartened with sluggish traction and the route I took of beginning the enterprise whereas I used to be occupied with college or working is one of the best ways to offer a enterprise essentially the most probability of succeeding. If I had gone all in, I wouldn’t have my diploma and scientific follow to assist the enterprise, I wouldn’t have an earnings from the work I used to be doing, after which would have been much more demanding of the enterprise to do properly.

To begin a enterprise that has some future developments, don’t begin a enterprise in a pattern – you might be 9/10 too late. Ocushield started approach earlier than the pandemic which supercharged display screen time and zoom fatigue. Our advertising and paid acquisition are far more practical now because the ache level of “drained eyes” or “poor sleep” after machine use is way larger now than it was pre-pandemic. I noticed from my early analysis that units have been going to be merchandise we couldn’t reside with out and would spend many hours on, the pandemic has highlighted this.

Being digital-first, as a model, we might study and get direct buyer suggestions. It additionally means bigger money margins for us to reinvest in creating the perfect product, finest customer support, and extra. Though – we’re not excellent, we at all times are studying. We will then entertain different channels like retail and wholesale as we are able to afford to take action. You possibly can’t maintain these channels and not using a direct or Amazon channel being worthwhile.

What platform/instruments do you employ for your enterprise?

Our eCommerce operations work on Shopify, we have been beforehand on WordPress/WooCommerce (after Wix) – nevertheless it wasn’t secure sufficient for our wants. What I imply by that’s, one thing on the checkout might break and you would need to troubleshoot, with Shopify key components don’t break and upkeep is lots simpler.

My favourite app on Shopify is Zipify, it permits you to upsell to prospects – a very easy technique to increase AOV.

Critiques.io is the perfect overview instrument we’ve used, higher than Yotpo for instance, and extra economical. It has some nice options like sending prospects to different platforms like Trustpilot to go away critiques too as now prospects wish to examine a number of overview websites to verify the critiques are reliable.

We use Linnworks and ship hero to combine with our 3PL/achievement facilities.

Omnisend is our e mail advertising instrument, nice for these eager to nature their subscriber record and develop the e-mail advertising a part of their enterprise.

For contractors and freelancers UpWork (vast pool of expertise) and Freeup (quick fast specialists matched) have been the perfect suppliers.

Steak CRM is a good Gmail extension to permit us to comply with up leads, partnerships, or patrons. Free too.

What have been essentially the most influential books, podcasts, or different assets?

Begin with Why, by Simon Sinek. It made me perceive that to do one thing properly you must do it with function. If you happen to why isn’t sturdy sufficient, then you definitely gained’t have the resilience to see it by. My why is to serve others by serving to them see. I’m motivated every day to guard hundreds extra peepers globally.

Secondly, The Millionaire Fastlane by MJ Demarco. There have been so many actionable insights that I took ahead to this present day, such a enterprise can solely develop as a lot because the affect that’s offered + the variety of folks you’ll be able to affect. Subsequently, an area store doesn’t have the dimensions or attain a web-based enterprise has which is without doubt one of the causes I selected to not take a look at eyes for a dwelling (serving to 10-20 folks a day) and go for shielding tons of of individuals’s eyes a day as a substitute with Ocushield merchandise!

Moreover, I discovered that luck is a product of the method, motion, work, and being “on the market”. And if you find yourself “on the market” you stand an opportunity at being in the precise place on the proper time.

My favourite enterprise podcasts her the Excessive-Efficiency Podcast, Ecommerce Masterplan and my private favourite is, On Function by Jay Shetty.

Recommendation for different entrepreneurs who wish to get began or are simply beginning out?

Useful short-fire suggestions:

  1. I’ve realized getting recommendation from specialists is vital in areas you already know nothing about. That’s what is going to transfer the needle. Study from these 9-18 months forward of you for the perfect actionable recommendation and people 5 years for inspiration and imaginative and prescient
  2. Use contractors/freelancers – most individuals give essentially the most nuggets of knowledge within the first few weeks you’re employed with them, then this tapers off. Take this and run with it your self when you have the capability, if not rent them to do it
  3. Be messy, till the mess creates issues. Don’t fear an excessive amount of about being excellent with enterprise practices, at first, be centered on gross sales and advertising. Then you’ll be able to clear up the processes or documentation mess
  4. Work with organizations or people who can amplify your model kudos. Companies like FDA, MHRA, B-Corp retailers, and clinicians labored for us, what does that appear like for you
  5. Model is king on this new age! Defend it in any respect prices
  6. Don’t spend too lengthy on an ideal product, create an MVP and take a look at – you’ll be shocked how a lot more durable It’s to market a product than it’s making it
  7. Above all, know issues will work out whether or not within the enterprise/thought you select to comply with or one thing else. Consider in your self

Are you seeking to rent for sure positions proper now?

After elevating $1.2 million we’re in search of a Head Of Advertising and marketing, Head Of Operations, Ecommerce Supervisor, Social Media Government, and a Finance Assistant. If you wish to work with an entrepreneurial group and study what it takes to launch and run a small enterprise – attain out to us. Job posts might be discovered on LinkedIn.

All job posts are full-time and paid.

The place can we go to study extra?



When you have any questions or feedback, drop a remark beneath!


Dhruvin Patel
Founding father of OCUSHIELD

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