Here’s how we created a product category that didn’t exist

In 2014, my husband came home from a run one day with the crazy idea that we should make an at-home insemination kit. We had zero experience in the fertility industry, no MBA, no connections, and not much money. But we had one important element: first-hand user experience. We knew personally that this product was greatly needed. We had looked for it, and never found it. Over the next two years we designed the kit, researched regulations, found a manufacturer, and more. In the beginning, I was working full-time elsewhere, and we had two kids under two. That made the whole experience a bit ne...