Deeper UAB is a Lithuanian company that designs, develops and produces smart electronic devices for sports and outdoor activities. The Deeper Fishfinder is a sonar- enabled waterproof ball with an embedded piezoelectric transmitter and receiver as well as a number of electronic components that send, receive, and analyze the signals. The company was founded by two entrepreneurs who were inspired by their own angling experience. They had a vision of a small and inexpensive device that would appeal to anglers who were not using sonars. The entrepreneurs asked help from Kaunas University of Technology. The verdict: it was feasible. Then, starting from scratch, they had to go about organizing development, manufacturing, marketing & sales. Along this journey a company of four people had to involve many partners. What they did exceptionally well is building a sales organization, an area where many technology-driven companies fail.