the chief marketing officer is jeff harmon, whose degree from brigham young university barely has dry, a lot of the things i'm doing for work right now, i learned while i wasn't paying attention in class. >> reporter: but we're getting a little ahead of ourselves. the ora brush was invented by this man, robert wagstaff, known as dr. bob, a retired food business executive who thought he could conquer bad breath. >> these are all models and incarnations you've made tinkering here in your basement? >> yes. >> reporter: he refined the ora brush until it was ready to sell. >> only it didn't. we did an ad commercial. yep. >> reporter: nothing? >> nothing. >> reporter: he tried to take it direct to retail. >> we actually put it in stores and stand and watch people and they would walk right by it just like it wasn't even there. >> reporter: almost as a last effort, he took his problem to a marketing class here at brigham young university in provo and they pretty much dismissed selling the ora brush online. >> they said only 8% of people that want a product like this will even buy it on the in