PowerTech Water, Inc. d/b/a ElectraMet (ElectraMet) is a cleantech company founded in 2014 in Lexington, KY with the goal of applying carbon and electrochemistry to solve fundamental challenges in wastewater and process water applications. There exists a broad array of separation applications that could be tackled through electrochemical routes, and ElectraMet has worked on many of them.Early in ElectraMet’s history, focus was directed towards salt removal applications such as salt-free water softening, brackish water desalination, and ultra-pure water production. While some traction was found in these spaces, penetration of a new technology versus entrenched incumbents such as reverse osmosis and distillation made the sales process difficult. Limitations in what the technology could and could not do were also determined. Therefore, within the first few years of operation, focus shifted towards particular customer pain points, specifically metals separation applications. Problematic metals concentrations are present in drinking water, industrial effluents, and storm runoff, just to name a few. As a growing but still small business, it is important to choose a beachhead market where you can have the strongest value proposition, and electrochemical separations of metals offered a unique opportunity to solve challenges in the metals separation space. Therefore, considerable work has gone into developing these separation processes for specific metals and specific markets.In this talk, the early history of the company will be reviewed, including technology, funding, and market applications. The impact of strategic advisors and early successes will be discussed with regards to the direction of the company. Ultimately, product-market-fit and the strategies and struggles in building a small business will be presented. Efforts will be made to highlight possible pitfalls, roadblocks, and opportunities as seen through this particular journey.