This Startup Won't Sleep Until it Revolutionizes the Mattress Industry Casper is putting bad customer experiences and outdated models and materials to rest.

Goldilocks had it easy—she had to test only three beds and found one that was just right. Real-world mattress shopping is a far more daunting proposition. According to a 2014 survey by the Better Sleep Council, consumers are confused about when to replace a mattress and how much to spend, and they're flummoxed by the multitude of product options and the awkwardness of trying out beds in public.

Casper wants to put those concerns to rest. The New York City startup created a patent-pending sleep surface that fuses memory foam and latex foam to make bedtime better for virtually everyone, regardless of body weight or sleeping position. The mattress is available in six standard sizes from twin ($500) to king ($950), and Casper will ship it direct to consumers for free, letting them live with it for 100 days—satisfaction guaranteed, or their money back.

"Buying a mattress ranks up there with buying a used car for the worst customer experience," says Jeff Chapin, Casper's chief of product. "You go to a mattress retailer, and they've got 50 beds for you to try. There's no way you can differentiate. You end up buying one and taking it home and second-guessing yourself. We wanted to eliminate all that."