Case Studies: Businesses That Started with Simple Ideas

Great companies often begin with small, straightforward ideas. Sometimes, it’s just about solving an everyday problem or creating something that didn’t exist before. Here’s a look at seven big and small businesses from different industries that started with simple concepts, and found success.

Spanx

  • The idea: In 2000, Sara Blakely came up with the idea for Spanx while trying to find a way to smooth her figure under white pants. Her solution? Cut the feet off her pantyhose to create a more comfortable shapewear option.
  • The struggles: With no experience in fashion, Blakely had a hard time convincing manufacturers to produce her product. Even when she managed that, retailers weren’t eager to stock an unknown brand.
  • Success story: Spanx grew into a billion-dollar company, with Blakely becoming the youngest self-made woman billionaire. The brand now serves over 50 countries.
  • What worked: Blakely’s resilience, clever marketing, and use of celebrity endorsements helped turn Spanx into a household name.

Airbnb

  • The idea: In 2007, roommates Brian Chesky and Joe Gebbia decided to provide air mattresses on rent in their apartment to help pay the rent. They saw an opportunity to offer affordable lodging for travelers.
  • The struggles: The founders faced doubts about the safety and practicality of their service. Early launches didn’t generate much interest, and fundraising proved difficult.
  • Success story: Today, Airbnb lists over six million properties in over 100,000 cities. The company went public in 2020, valued at over $100 billion.
  • What worked: They focused on building a community, used customer reviews to build trust, and adapted quickly based on user feedback.

Cup of Coffee

  • The idea: In 2020, sportswriter Craig Calcaterra launched Cup of Coffee, a daily baseball newsletter aimed at fans looking for quality analysis without the usual gambling content.

Source: https://cupofcoffee.beehiiv.com/

  • The struggles: Despite an existing audience from his time at NBC Sports, getting readers to pay for the content was tough, especially with many other subscription services launching.
  • Success story: Within a year, Cup of Coffee hit $200,000 in annual revenue and tripled its subscriber base, allowing Calcaterra to match and eventually surpass his income at NBC.
  • What worked: Strategic use of social media, free trials, and promotions during major baseball events helped convert casual readers into paying subscribers.

BrüMate

  • The idea: Dylan Jacob started BrüMate in 2016 to solve a simple problem: keeping craft beers cold during social events. His first product, the Hopsulator, aimed to do just that.
  • The struggles: Early on, Jacob had limited funds and faced inventory management issues. Rising digital advertising costs also threatened to cut into profits.
  • Success story: BrüMate quickly gained traction, making $270,000 in sales within two months and reaching $100 million in revenue by 2020. A $43 million investment has further fueled growth.
  • What worked: Jacob’s pre-sale strategy reduced risks and validated demand. He focused on a niche market—drinkware for adult beverages—and built a brand around functionality and style.

Read our business breakdowns for more details on how BrüMate and Cup of Coffee were built. Become a member today to access our in-depth case studies for free!

Uber

  • The idea: In 2009, Travis Kalanick and Garrett Camp started Uber to solve the hassle of hailing cabs. They launched a ride-booking app that made getting a ride by simply pressing a button.
  • The struggles: Regulatory issues and pushback from taxi companies worldwide created frequent roadblocks.
  • Success story: Uber now operates in over 900 cities, went public in 2019, and reached an $82.4 billion valuation. It has since expanded into food delivery and freight services.
  • What worked: A seamless app experience, rapid expansion, and smart pricing strategies helped Uber stay ahead of its competitors.

WhatsApp

  • The idea: In 2009, Jan Koum and Brian Acton wanted to offer a simple, free messaging service to make global communication more accessible.
  • The struggles: The app faced early issues with stability and slow user adoption.
  • Success story: WhatsApp grew to over two billion users and was acquired by Facebook in 2014 for $19 billion, one of the biggest tech acquisitions ever.
  • What worked: Its clean, ad-free interface, strong focus on privacy, and ease of use helped WhatsApp grow rapidly.

Netflix

  • The idea: Reed Hastings and Marc Randolph started Netflix in 1997 as a DVD rental-by-mail service, looking to offer a more convenient alternative to traditional video stores.
  • The struggles: Netflix initially struggled with shipping logistics and faced tough competition from video rental giants like Blockbuster.
  • Success story: After transitioning to streaming in 2007, Netflix gained over 230 million subscribers globally and is now valued at over $150 billion.
  • What worked: The move to streaming, investment in original content, and a subscription model that prioritized user experience disrupted the entertainment industry.

Conclusion

These companies didn’t start with grand visions—they began with small solutions to everyday problems. By adapting, innovating, and listening to customers, they transformed their simple ideas into industry-leading brands. These stories show that sometimes, the best ideas are the simplest ones.

To explore successful business stories, join us at Ownerpreneur for access to our detailed case studies and breakdowns. It’s completely free! Get inspired by real-world examples of how entrepreneurs built thriving businesses from the ground up.