Sappos was an investment on the team and the idea of disrupting the way people watched TV. Given the penetration and time spent on TV in Brazil, it seemed like the ideal market to start. The idea was to allow viewers to interact while they were watching TV shows.
After some time the company realized the inital assumption did not hold true as there was no real traction. The team tried pivoting a couple of times the product, but it didn’t work until the company went out of cash and decided to close.
Felix Scheuffellen is a german serial entrepreneur who lives in Berlin today and helps corporation innovating.