# Advice Line with Jamie Siminoff of Ring (August 2024)

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2025-08-21
- Length: 51m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2025-08-21-advice-line-with-jamie-siminoff-of-ring-august-2024

## Summary

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.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-08-21-advice-line-with-jamie-siminoff-of-ring-august-2024#t=0) Introduction and Jamie Siminoff Update
- [4:06](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-08-21-advice-line-with-jamie-siminoff-of-ring-august-2024#t=246) Vico Hernandez and ErgoFlex Desk Kickstarter Strategy
- [18:27](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-08-21-advice-line-with-jamie-siminoff-of-ring-august-2024#t=1107) Iyin Aladimeji and Luji's Chocolate Pricing Dilemma
- [34:11](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-08-21-advice-line-with-jamie-siminoff-of-ring-august-2024#t=2051) Francesca Thompson and Thrive12 Amazon Expansion
- [47:50](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-08-21-advice-line-with-jamie-siminoff-of-ring-august-2024#t=2870) Siminoff on Entrepreneurship and Ring's Early Failures

## Topics

- [Crowdfunding & preorders](https://hardwarepodcasts.com/topic/crowdfunding)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)

## Most relevant to

founders before launch, early-stage companies

## Mentioned

- Ring (product)
- Amazon (company)
- ErgoFlex Desk (product)
- Luji's Chocolate (product)
- Thrive12 (product)
- Liquid Death (product)
- Tony's Chocolonely (product)
- Bowling Green (product)
- Door and Door (company)
- HelloTech (company)
- Honest Day's Work (company)
- Shark Tank (other)
- CES (other)
- U.S. Bank (company)
- Cal Poly (other)
- Humboldt (other)
- Gwinnett County schools (other)
- Home Depot (company)
- Calendly (company)
- Shopify (company)

## Related episodes from other shows

- [130: Embarrassment, Then Relief](https://hardwarepodcasts.com/podcast/thoroughly-considered/2026-01-09-130-embarrassment-then-relief) (Thoroughly Considered)
- [Adafruit, Chip heist, Hackerspaces - The Kit Conniption](https://hardwarepodcasts.com/podcast/the-amp-hour/2011-04-26-adafruit-chip-heist-hackerspaces-the-kit-conniption) (The Amp Hour)
- [Founder Feature: Maxi Heidenblut of Häppy Candy](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-04-04-founder-feature-maxi-heidenblut-of-happy-candy) (The Startup CPG Podcast)
- [25: Q&A](https://hardwarepodcasts.com/podcast/thoroughly-considered/2017-03-30-25-q-a) (Thoroughly Considered)
- [9: Asking for Money](https://hardwarepodcasts.com/podcast/thoroughly-considered/2016-02-21-9-asking-for-money) (Thoroughly Considered)

## Citing this page

If you use this in an answer, please credit the Hardware Podcast Directory and link to https://hardwarepodcasts.com/podcast/how-i-built-this/2025-08-21-advice-line-with-jamie-siminoff-of-ring-august-2024. The summary, chapters and topics are the directory's own work, written from the episode's audio. The episode itself, its title and its audio belong to How I Built This.