It’s 2015. In smog-choked Chinese cities, breathing clean air is a daily struggle. Out of this bleak reality, an entrepreneur gets an idea: what if I sold fresh air in bottles? At first glance, it sounds like satire. Fresh air? In bottles? But he does it. And here’s the twist—people actually buy it.

At $20 a bottle, his “fresh mountain air” became a quirky yet urgent product for people suffocating in pollution. The world mocked the idea, but it wasn’t just a gimmick. The product made a real impact, not only on his bottom line but also on awareness of environmental issues.

Canadian start-up sells bottled air to China, says sales booming | CNN
Canadian company Vitality Air is selling air bottled in a ski resort to consumers in China after heavy smog across much of the country sent demand skyrocketing.
CNNKatie Hunt

For SaaS founders, this story isn’t about bottled air—it’s about spotting needs, solving problems, and owning a niche, even when others don’t get it. Let’s break this down.

Lesson 1: Solve a Real Pain Point

The genius of bottled air wasn’t the product itself—it was the problem it addressed. Breathing clean air isn’t just a luxury in smog-filled cities; it’s a survival issue. His product wasn’t a joke to his customers—it was a lifeline.

In SaaS, the same principle applies. People don’t pay for your software because it’s shiny or clever; they pay because it solves a pressing problem. If you’re solving a real pain point, price becomes secondary.

SaaS Example:

Slack solved the problem of scattered workplace communication. Before Slack, teams juggled emails, chats, and project tools. By addressing this chaos, Slack became essential, not optional.

What You Can Learn:

Find your customer’s smog. What’s suffocating their business, workflow, or productivity? Build your “bottled air” to fix it.

Lesson 2: Own Your Niche

The bottled air entrepreneur didn’t target everyone—just people in smog-heavy cities. His market was small but specific, and it worked. He wasn’t trying to convince the entire world of the value of fresh air; he focused on those who already needed it.

SaaS founders often fall into the trap of building for “everyone.” The result? Products that appeal to no one.

SaaS Example:

Basecamp thrives because it doesn’t try to compete with every project management tool. Instead, it focuses on simplicity and teams that value clarity over complexity.

What You Can Learn:

Don’t be everything to everyone. Find your underserved niche, understand their needs deeply, and become their go-to solution.