
CHRIS DELMAS // AFP via Getty Images
Many entrepreneurs’ lightbulb moments come from a problem they’ve experienced themselves. It’s the first sign that there’s a gap in the market.
According to a 2025 Shopify survey, 38% of business owners relied on their personal experience as a customer to validate their business idea before launching. When one person is experiencing a problem, chances are good they aren’t alone. Not only does this mean a captive audience is likely ready and waiting to buy, but it also means you know exactly what they’re looking for.
These four brands found their sweet spot by solving real problems their founders experienced firsthand. Each discovered strong demand by listening to customers and testing their ideas before going all in—here’s how.
Lighting the way for new moms
When Julie Carty became a new mom, she hit a wall with nighttime feedings. Her top-rated bedside lamps were either too harsh—waking up the whole family—or too dim to see clearly. “I hated my lighting setup at home, and I had the ‘best’ bedside table lights,” Carty says on Shopify Masters.
Recognizing the gap, Carty decided to fill it. She created LatchLight, a wearable, hands-free, soft-glow light made for nighttime baby feedings.
Carty spent two and a half years developing and tweaking LatchLight, getting feedback from other new parents, doulas, and lactation consultants to make sure the product met real needs. When she repeatedly heard how the light “was a game changer for them and a super helpful tool, that is when I decided to move forward,” Carty says.
From there, Carty grew her customer base by selling directly to hospitals as well as promoting LatchLight at trade shows and through influencers. Today, the brand also has a retail partnership with Buy Buy Baby.
Reimagining packaging solutions
The idea for Hero Packaging hit cofounder Anaita Sakar while she was packing orders for her previous business.
“I just wanted to use packaging that was better for the environment,” Sakar says. But nothing worked well. “Boxes were way too expensive to ship. I looked into paper, and it was great—it was recyclable and compostable—but not waterproof.” That’s when she got the idea for a waterproof, plastic-like mailer that would break down naturally.
To test her idea, Sakar asked other small business owners if they’d be interested in switching to this type of packaging. “It was a resounding yes,” she says.
Sakar tested the market before launching using search ads: “We targeted people on Google, so we were hitting anyone that was typing in ‘sustainable packaging’ with a landing page and they would get a free sample,” Sakar says. “We thought we were going to get about 30 or 40 sign-ups for free samples, and in a week we got a thousand people.”
That test showed Sakar there was already a