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A Startup Aims to Fill a Hole in the Housekeeping Market

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This story appears in the March 2013 issue of Entrepreneur. Subscribe »

Entrepreneurs: John Bleeden, Todd Durston and Berk Wasserman, founders of Archer Air Superiority, a line of air fresheners aimed at male consumers.

"Aha" moment: In 2011 the three colleagues at a Chicago ad agency decided to fill a hole they saw in the housekeeping market. "We're really tuned in to trends, given our backgrounds," Bleeden says. "We wondered why men weren't represented. Each of us contributes to the shopping and cleaning duties at home, and we don't want fragrances that smell like cinnamon-apple pie or spring meadows. We realized we're the guys we should be targeting."

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