At A Glance

Mark Zakaib set out to build a better water filter because he knew from his experience as an international diplomat what happened when people lost access to clean drinking water. The reason Survival Filter has grown as a business, however, is a testament to his entrepreneurial hustle and acumen, and as you read about his remarkable transition to E-Commerce, you’ll see how his concern for his customers has been a guiding principle. 

‍Who is Mark Zakaib

Mark was an academic and international diplomat, serving in Europe as a political officer with NATO. But when a family emergency required him to return to his native Canada in 2012, Mark pivoted and built another career from the ground-up, founding Survivor Filter and turning it into  a template for success in e-Commerce.

About Survivor Filter

Founded in 2012, the company sells water-filter systems for home and outdoor use. During his time with NATO, Mark saw the reality of the global water crisis up close. Survivor Filter is a mission-driven enterprise dedicated to providing access to clean water in any environment, providing customers with a tool that ensures access to clean, tasty drinking water.. 

Mark’s Journey

The entrepreneurial spirit was obvious early on. In eighth grade, Mark was using a FAX machine to buy watches from Hong Kong, which he’d then resell. A few years later he had an auto-detailing business. After high school, he became an academic, earning a Master’s Degree at the University of Warwick in the UK. While working toward his PhD from King’s College, he began working with NATO to navigate delicate, dangerous situations in places like Libya, Iraq and Kosovo. When he returned to Canada to deal with a family situation, Mark had no career equivalent so he started over, and went back to his entrepreneurial roots by founding Survival Filter. “In the market space for water filters at the time, there weren't a lot of people inventing a better mousetrap,” Mark says. “We were able to come up with a product that could filter out pretty much everything, but also be practical.”

Lean and nimble

The size of the Survivor Filter team has fluctuated over time, and after years of refining his operations he has a lean crew that is entirely remote. One of the biggest changes came during the pandemic when the company shuttered its central office. “In a way it was kind of a blessing,” Mark says, “because we shifted from trying to do everything ourselves, and we had to look at more automation. More automation in terms of fulfillment, more automation in terms of how we dealt with things.”

Survivor Filter’s CX Philosophy

The company places a priority on building customer trust, which is why its products have a lifetime warranty against any manufacturing defects. “I've had people 10 years later return products and I'm OK with it,” Mark says. “I'll send them a new one.” And he very well might be the one who sends it. “I used to answer all the phone calls for years,” Mark says, “So that our customers would get to know me. ‘Oh, I know the owner.’ And they did!” The goal is to make the purchase a relationship. “Trust is the most important thing with a brand,” Mark says. “There's a reason we survived in this space, to be frank with you.”

Thinking long-term

Longevity in E-Commerce is the result of not just preparation, but patience. Mark stresses the importance of keeping as much money as you can in the business, especially early on. “It’s important to reinvest it strategically,” he says. “Or at least keep the cash. I've tried to use the money to have it there, to reinvest, and to be able to seize opportunities when they're there.” Patience is especially important when your business has significant start-up costs. “Realistically, any business where you have to have an upfront capital investment,” Mark says, “you're not getting your money back the first year or two.”

Uncertainties can be opportunities

Mark lives in Canada, but his company has a significant market not just in the United States, but overseas. That means tariffs are a major concern. Mark, however, sees a potential opportunity. “The trade uncertainty, everybody's freaking out,” Mark says. “I'm loving this.” First, he’s looking to add more U.S.-made product lines to manufacture specifically for the U.S. market. Next, he’s taken it as an opportunity to reevaluate and potentially refigure the way he sources his products. “I've effectively looked at better supply chains so that I'm nimble and I can pivot,” he says, “and I'll be able to basically beat my competition who hasn't thought of these things.”