How I Built This · 21 Aug 2025 · 51m
Ring founder Jamie Siminoff joins Guy Raz to advise three founders: Vico Hernandez of ErgoFlex Desk, who is launching a smart, tilting, mobile ergonomic desk via Kickstarter; Iyin Akinlabi Aladimeji of Luji's Chocolate, who seeks pricing strategies for his premium, ethically sourced Nigerian chocolate; and Francesca Thompson of Thrive12, who asks about business certifications while moving her inclusive classroom posters from digital downloads to an Amazon storefront. Siminoff shares insights on crowdfunding virality, balancing premium pricing with accessibility, and the tactical value of certifications for Amazon visibility.
founders before launch and early-stage companies
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Myke Curley of Cortex Brand discusses launching a high-end, London-made journal priced around $90, weighing the financial risks of tight margins against the benefits of a Kickstarter campaign. Tom Gerhardt and Dan Provost of Studio Neat advise on pricing strategy, cash flow implications of low margins, and the value of public validation, ultimately encouraging Curley to embrace the discomfort of a pre-order model to test demand and build brand storytelling.
Hosts Chris Gammell and Dave Jones discuss the challenges of building a kit business, with Jones advising that lowering the bill of materials (BOM) cost is critical to achieving the high margins necessary for viability. They debate the use of Kickstarter for hardware, with Jones warning against taking customer money before the product is proven, and discuss licensing options like the Open Source Hardware License versus Creative Commons for protecting intellectual property while allowing community contribution.
Maxi Heidenblut, founder of Häppy Candy, explains how she bootstrapped a better-for-you gummy brand with 70% less sugar and no artificial sweeteners while working a full-time finance job in New York City. She details the year-long formula development with a co-packer, the high minimum order quantities (MOQs) that forced heavy upfront investment, and her strategy of using free samples and influencer barter deals to launch. Heidenblut discusses expanding from independent retailers like Gourmet Garage to national chains via trade shows like Fancy Food Show and Expo West, while managing DTC channels on Amazon and Shopify with a focus on organic growth and reviews.
Tom Gerhardt and Dan Provost, founders of Studio Neat, answer listener questions about their backgrounds at Frog Design and Potion, their transition from side hustle to full-time business, and their philosophy on maintaining a small, agile company. They discuss specific product challenges, such as the physics of the Neat Ice Kit, the limitations of CAD simulation for simple mechanisms, and the frustration with the AirPress packaging. The conversation also covers their marketing strategies, the tension between transparency and secrecy in product development, and their experiences managing Kickstarter backer expectations.
Myke Hurley of The Pen Addict and Notco discusses his second Kickstarter campaign for a special video episode of his podcast, explaining how he structures the funding to cover production costs without generating personal profit. He details the decision to use Kickstarter as a community-building tool rather than a direct sales channel, contrasting it with Studio Neat's direct-to-consumer model for products like the Remote Stand. The conversation explores the ethical nuances of asking audiences for money, the importance of community trust, and the strategic use of crowdfunding for novel products versus standard merchandise.
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