Dragons’ Den startup founder Joseph Karam shares how Bello built a smart water dispenser and scaled a product-based hardware business.

From Dragons’ Den to market, this episode breaks down the real challenges of building and scaling a startup.

In this episode of The Rectified Podcast, host Sandy Dedeian sits down with Joseph Karam, co-founder of Bello, a Dragons’ Den–backed startup reinventing hydration with a smart countertop water dispenser.

Joseph shares what really happens after Dragons’ Den, why deals aren’t always binding, and how Bello went from a 3D-printed prototype to a fully manufactured product now scaling in the market. This is an honest conversation about building a product-based startup, managing inventory, running paid ads, and avoiding the mistakes that kill hardware businesses.

In this episode, we cover:

• What happens after Dragons’ Den (behind the scenes)
• How Bello built a smart water dispenser startup
• The real challenges of hardware startups
• Scaling a product-based business with paid ads
• Paid ads vs organic marketing for startups
• Selling out inventory and managing cash flow
• Working with family in business and investor pressure
• Why hydration is a billion-dollar opportunity
• The future of functional drinks and personalized health
  

This episode is ideal for startup founders, entrepreneurs, and product-based business owners who want practical insights into scaling physical products, running ads profitably, and building a brand that lasts.

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Belllo’s Website: https://origenseawater.com/
Bello on Instagram: https://www.instagram.com/biainilinyc/

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Chapters:
00:00 Introduction and Guest Welcome
00:19 Introducing Bello: The Innovative Water Dispenser
02:23 The Origin Story: From Dragons' Den to Market
03:07 Joining the Family Business
07:43 Challenges and Strategies in Hardware Startups
08:24 Marketing and Sales Tactics
12:04 Balancing Inventory and Demand
16:29 Working with Family: The Dynamics and Lessons
21:36 Balancing Growth and Quality
22:05 Identifying Market Potential
23:52 Expanding Beyond Quebec
25:44 Innovations in Filtration
27:24 Future Plans and Inventory
29:15 Outcome-Based Capsules
36:31 Marketing Strategies and Trends
40:49 Recommended Reads and Podcasts