# 031: Product Design & Using Nostalgia in Marketing, Elizabeth Versace of Ecococoon

- Show: [Product Startup](https://hardwarepodcasts.com/podcast/product-startup)
- Published: 2016-12-13
- Length: 53m
- Page: https://hardwarepodcasts.com/podcast/product-startup/2016-12-13-031-product-design-using-nostalgia-in-marketing-elizabeth-versace-of-ecococoon
- Listen: http://theproductstartup.com/tps031-product-development-marketing-nostalgia-elizabeth-versace-ecococoon/

## Summary

Elizabeth Versace, founder of Ecococoon, explains how she launched the company by first selling retro-styled stainless steel drinkware to fund the development of the proprietary Ecococoon cap. She details the engineering challenges of integrating a medical-grade one-way valve from a US manufacturer into a leak-proof, vacuum-insulated bottle. Versace highlights the importance of using nostalgia in marketing to create an emotional connection with consumers while navigating complex supply chain and manufacturing hurdles in China.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/product-startup/2016-12-13-031-product-design-using-nostalgia-in-marketing-elizabeth-versace-of-ecococoon#t=0) Introduction and David Frankl Update
- [13:17](https://hardwarepodcasts.com/podcast/product-startup/2016-12-13-031-product-design-using-nostalgia-in-marketing-elizabeth-versace-of-ecococoon#t=797) Elizabeth Versace and the Origin of Ecococoon
- [20:11](https://hardwarepodcasts.com/podcast/product-startup/2016-12-13-031-product-design-using-nostalgia-in-marketing-elizabeth-versace-of-ecococoon#t=1211) Retro Stainless Steel Drinkware and Nostalgia Marketing
- [27:22](https://hardwarepodcasts.com/podcast/product-startup/2016-12-13-031-product-design-using-nostalgia-in-marketing-elizabeth-versace-of-ecococoon#t=1642) Designing the Ecococoon Cap and One-Way Valve
- [36:57](https://hardwarepodcasts.com/podcast/product-startup/2016-12-13-031-product-design-using-nostalgia-in-marketing-elizabeth-versace-of-ecococoon#t=2217) Sourcing Medical Valves and Manufacturing in China
- [44:06](https://hardwarepodcasts.com/podcast/product-startup/2016-12-13-031-product-design-using-nostalgia-in-marketing-elizabeth-versace-of-ecococoon#t=2646) Cash Flow Struggles and Final Product Success

## Topics

- [Industrial & consumer product design](https://hardwarepodcasts.com/topic/industrial-design)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Manufacturing partners & offshoring](https://hardwarepodcasts.com/topic/manufacturing-partners)
- [Sourcing & supply chain](https://hardwarepodcasts.com/topic/sourcing-and-supply-chain)
- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)

## Most relevant to

early-stage companies

## Mentioned

- Ecococoon (company)
- Ecococoon cap (product)
- Mako Design + Invent (company)
- Perky Collar (product)
- David Frankl (other)

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## Citing this page

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