This post originally appeared on The Family Business Voice.
On this episode of The Family Business Voice, Dennis Ingui from Aurorae talks with Ramia about running a successful yoga business, the compatibility of yoga and entrepreneurship and what it means to innovate the mat.
– Dennis read reviews on Amazon and eBay to see what wasn’t working in the yoga industry and then innovated a product to meet consumer requirements based on these reviews.
– Now, 18 years later, online sales account for the bulk of Aurorae’s business in part because of Dennis’s ongoing attention to the needs of his customers.
– Innovation is an endless process and Aurorae’s catalogue reflects the continuous product improvement that translates to sustainability.