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/

Find me here:
Instagram: https://www.instagram.com/sandydedeian/
TikTok: https://www.tiktok.com/@sandydedeian
LinkedIn: https://www.linkedin.com/in/sandydedeian/
⚡️Subscribe to our Substack and receive the podcast in your inbox ➡️ https://sandydedeian.substack.com/

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

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In this episode of The Rectified Podcast, Sandy reconnects with Lorie Dishoyan — founder of Maison Branding Marketing Agency — for a deep, honest conversation about what’s actually working in marketing today.

Lorie walks us through her journey from PR to launching Maison Branding, and breaks down how social media has evolved from curated perfection to the era of authentic, organic content. We talk about why micro-influencers are winning, how AI is reshaping content creation, and what brands must focus on to grow in 2025 and beyond.

Whether you're a founder, marketer, or content creator, this episode is packed with actionable insights you can start using right away.

✨ In this episode, we cover:

• How Lorie transitioned from PR to building a successful marketing agency

• Why organic, real content is outperforming polished brand campaigns

• The rise of micro-influencers (and how to work with them effectively)

• How AI is changing marketing workflows and brand strategies

• What small & medium businesses should focus on to grow through content

• Practical tips for staying relevant in an oversaturated digital landscape

Maison Branding’s Website: https://origenseawater.com/Maison Branding on Instagram: https://www.instagram.com/biainilinyc/

Canada Luggage Depot: https://www.canadaluggagedepot.ca/Nanor: https://nanorcollection.ca/

Find me here: Instagram: https://www.instagram.com/sandydedeian/ TikTok: https://www.tiktok.com/@sandydedeian LinkedIn: https://www.linkedin.com/in/sandydedeian/⚡️Subscribe to our Substack and receive the podcast in your inbox ➡️ https://sandydedeian.substack.com/

Chapters:

00:00 Welcome to Rectified Podcast

00:31 Meet Lorie Dishoyan: Founder of Maison Branding

02:15 The Shift to Organic Content in Social Media

06:57 The Role of Micro-Influencers

08:34 Challenges and Misconceptions in Influencer Marketing

16:41 The Rise of AI in Marketing

18:45 AI's Impact on Visual Content

20:15 The Cost of Quality AI Content22:16 Rapid Fire Questions

23:38 Underrated Social Media Strategies

27:04 Going Viral: Risks and Rewards

30:15 Favorite Creator Brands

⚡️ Join the Scale Partner Community, a FREE space where founders connect, exchange ideas, and support each other ➡️ community.rectified.co/scalepartner

Use code RECTIFIED 20 for 25% ➡️

In this episode of The Rectified Podcast, we sit down with Serge Maghalian and Michael Rockwell, the innovative founders of Origen Seawater. They share the fascinating journey behind their product— an organically sourced seawater electrolyte drink packed with over 92 minerals for optimal hydration and performance.

Learn how Origen Seawater stands out in the market with its direct-from-France, highly bioavailable mineral content, and how the founders pivoted their business strategy from direct-to-consumer to retail success. Tune in to discover their insights on wellness, customer engagement, and future expansion plans.

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

Find me here:

Instagram: https://www.instagram.com/sandydedeian/

TikTok: https://www.tiktok.com/@sandydedeian

LinkedIn: https://www.linkedin.com/in/sandydedeian/

⚡️Subscribe to our Substack and receive the podcast in your inbox ➡️ https://sandydedeian.substack.com/

Chapters:

00:00 Introduction and Guest Welcome

00:44 What is Origin Seawater?

01:31 Product Composition and Source

03:09 Usage and Convenience

05:48 Morning Routine and Personal Preferences

08:24 Founders' Journey and Product Development

14:27 Marketing and Community Building

22:15 Contaminated Salts and Health Trends

23:26 Building a Product-Based Brand

23:49 Montreal as a Test Market

24:32 Positive Feedback from Users

25:23 The Unique Benefits of Origin Electrolytes

26:42 The Science and Marketing of Origin

28:45 Introducing the Prototype Water

33:09 Future Plans and Expansion

35:00 The Importance of Water Security

39:09 Staying Inspired and Grounded as Founders

41:23 Proudest Moments and Community Support

46:14 Where to Find Origin Products