# Marketing Lessons Learned with Fraser Vaage, Founder of Snik

- Show: [Predictable Designs Podcast](https://hardwarepodcasts.com/podcast/predictable-designs-podcast)
- Published: 2020-08-31
- Length: 1h 02m
- Episode: 28
- Page: https://hardwarepodcasts.com/podcast/predictable-designs-podcast/2020-08-31-marketing-lessons-learned-with-fraser-vaage-founder-of-snik

## Summary

Fraser Vaage, founder of Snik, explains his strategy for launching a GPS-enabled bicycle security device that integrates into the standardized 16mm head tube. He details the hardware challenges of replacing the StarNut while maintaining signal integrity, and his partnership with Elliot, who handles software and hardware development. Vaage emphasizes a marketing approach focused on hyper-targeted digital funnels, leveraging his network of mountain bike athletes and retailers to build brand awareness before launch. He also discusses the importance of a recurring revenue model to sustain cash flow and the strategic decision to prioritize market validation over early patenting.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/predictable-designs-podcast/2020-08-31-marketing-lessons-learned-with-fraser-vaage-founder-of-snik#t=0) Introduction: Fraser Vaage and Snik Background
- [4:03](https://hardwarepodcasts.com/podcast/predictable-designs-podcast/2020-08-31-marketing-lessons-learned-with-fraser-vaage-founder-of-snik#t=243) Vaage's Marketing Career and Mentorship by Lane Merrifield
- [9:02](https://hardwarepodcasts.com/podcast/predictable-designs-podcast/2020-08-31-marketing-lessons-learned-with-fraser-vaage-founder-of-snik#t=542) Snick Product Concept: GPS Integration in Bicycle Head Tubes
- [14:50](https://hardwarepodcasts.com/podcast/predictable-designs-podcast/2020-08-31-marketing-lessons-learned-with-fraser-vaage-founder-of-snik#t=890) Software Features: Community Alerts and Proof of Ownership
- [19:01](https://hardwarepodcasts.com/podcast/predictable-designs-podcast/2020-08-31-marketing-lessons-learned-with-fraser-vaage-founder-of-snik#t=1141) Partnership with Elliot for Software and Hardware Development
- [24:05](https://hardwarepodcasts.com/podcast/predictable-designs-podcast/2020-08-31-marketing-lessons-learned-with-fraser-vaage-founder-of-snik#t=1445) Mechanical Design Challenges: Enclosure and StarNut Replacement
- [27:43](https://hardwarepodcasts.com/podcast/predictable-designs-podcast/2020-08-31-marketing-lessons-learned-with-fraser-vaage-founder-of-snik#t=1663) Marketing Strategy: Hyper-targeted Digital Funnels and Content
- [48:14](https://hardwarepodcasts.com/podcast/predictable-designs-podcast/2020-08-31-marketing-lessons-learned-with-fraser-vaage-founder-of-snik#t=2894) Manufacturing Challenges: Signal, Molds, and Unit Economics
- [57:25](https://hardwarepodcasts.com/podcast/predictable-designs-podcast/2020-08-31-marketing-lessons-learned-with-fraser-vaage-founder-of-snik#t=3445) Strategic Advice: Prioritizing Market Validation Over Patents

## Topics

- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Mechanical engineering](https://hardwarepodcasts.com/topic/mechanical-engineering)
- [Connected products & IoT](https://hardwarepodcasts.com/topic/connected-products-and-iot)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)

## Most relevant to

founders before launch

## Mentioned

- Snick (product)
- Lane Merrifield (other)
- Club Penguin (product)
- Fresh Grade (product)
- RCMP (other)
- Elliot (other)
- Scott (other)

## Related episodes from other shows

- [Strava: Mark Gainey and Michael Horvath](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-05-02-strava-mark-gainey-and-michael-horvath) (How I Built This)
- [#035 - How a hardware startup’s product goes viral, with Christian Smith of TrackR, USA](https://hardwarepodcasts.com/podcast/the-hardware-entrepreneur/2017-08-16-035-how-a-hardware-startups-product-goes-viral-with-christian-smith-of-trackr-us) (The Hardware Entrepreneur)
- [176: How Hardware Founders Should Represent Their Product](https://hardwarepodcasts.com/podcast/product-startup/2023-05-18-176-how-hardware-founders-should-represent-their-product) (Product Startup)
- [069: PhD & Harvard Grad on the 4 Ps of Product Marketing](https://hardwarepodcasts.com/podcast/product-startup/2021-04-01-069-phd-harvard-grad-on-the-4-ps-of-product-marketing) (Product Startup)
- [Advice Line with Jamie Siminoff of Ring](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-08-22-advice-line-with-jamie-siminoff-of-ring) (How I Built This)

## Citing this page

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