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Jay started PureFilters in 2015. They detail the beginnings of their company in their Starter Story interview: 
Q: How did you get started on PureFilters?
Honestly… I accidentally got into the business.
I run a digital marketing agency and at the time we had a lot of HVAC Contractors as clients. One of my clients was explaining to me how he sells furnace filters to customers that he visits, and wondered if he could sell them online instead. I researched this for him and concluded that there were a ton of Google searches for furnace filters. I pitched him on creating a new campaign to sell these filters online. He decided not to do it.
Once an idea comes into my head, I don’t rest until its given a fair shot, that’s just how I am. Even though my client said "no", I still wanted to do it because I was curious. I saw it as an opportunity to get a better understanding of the e-commerce landscape and the marketing challenges involved.
So when I had some downtime on the weekend, I built a WooCommerce website. I didn’t do it with any sort of serious business/financial intent, I was busy working on ClientFlo, my digital marketing agency. I became super busy at my agency, and the fun project took a little bit of a back seat for a while.
That is until I got an email notification that I made a sale. I thought I was seeing things. I thought to myself - did someone just give me money for a furnace filter? This isn’t even a real business. I thought it had to be fake or a scam, so I just left it. The next day I got notification that I made another sale. I googled the order addresses and they were real, I couldn’t believe it.
At this point, I was scrambling, my fun side project now had liabilities. I had no idea how to fulfill these orders, and my ego wasn’t about to declare defeat and give these customers a refund. I ended up buying the filters at retail at a speciality store near my place and shipping out to my new accidental customers at a loss. I was just so excited I didn’t care, I wanted to keep my new customers happy.
This was the first filter I shipped at a loss to my “accidental customer”.