Behind the scenes of IceClear's $10M worth

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Sometimes, success starts on the coldest morning of the year.

In 2017, Ethan woke up to find his driveway covered in a thick sheet of ice.

Armed with a shovel and a bag of salt, he spent over an hour chipping away at the ice, only to slip and fall—twice.

By the time he finally cleared a path, he was cold, exhausted, and frustrated. That’s when the idea hit him: What if there were a faster, safer way to handle icy driveways?

Ethan spent months researching de-icing technology and testing prototypes in his garage.

The result?

IceClear, an eco-friendly spray that melts ice instantly without damaging surfaces or harming pets.

Today, IceClear is a $10M brand, trusted by homeowners, property managers, and municipalities looking for an easier way to handle winter storms.

Here’s why IceClear took off:

• Solve a seasonal pain point: Ethan didn’t try to create an all-weather solution—he focused on solving one specific, recurring problem for cold-climate customers.
  

• Eco-friendly appeal: Unlike traditional salts, IceClear’s formula was safe for pets, plants, and the environment, giving it a unique edge in the market.

What can we learn from Ethan?

• Focus on seasonal challenges: IceClear thrived by targeting a specific need during winter months. Are you thinking about how to align your products with seasonal problems?
  

• Differentiate with impact: Customers loved IceClear because it solved the problem and addressed environmental concerns. Are you offering solutions with a meaningful difference?
  

• Be the faster fix: Ethan’s product succeeded because it was faster, easier, and less frustrating than the alternatives. Are you positioning your product as the simplest solution?

Ethan’s story reminds us that even the harshest problems—like icy mornings—can lead to incredible opportunities with the right solution.

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