# How to Build an Audience for Your Product with Craig Rettew

- Show: [Predictable Designs Podcast](https://hardwarepodcasts.com/podcast/predictable-designs-podcast)
- Published: 2021-06-02
- Length: 54m
- Episode: 32
- Page: https://hardwarepodcasts.com/podcast/predictable-designs-podcast/2021-06-02-how-to-build-an-audience-for-your-product-with-craig-rettew

## Summary

Craig Rettew, founder of Zepto Industries and an electrical engineer, discusses his journey from corporate roles at FLIR Systems to launching his own product, the Stomp Switch, a wired USB foot pedal for media control. He explains his strategy of building an audience through YouTube, guest blogging, and Facebook ads before finalizing the product, emphasizing the importance of validating a niche market early. Rettew highlights the challenges of component shortages and the need to balance engineering services with product development, advocating for using crowdfunding like Kickstarter as a market validation tool rather than just a funding source.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/predictable-designs-podcast/2021-06-02-how-to-build-an-audience-for-your-product-with-craig-rettew#t=0) Introduction: Craig Rettew and Zepto Industries
- [1:31](https://hardwarepodcasts.com/podcast/predictable-designs-podcast/2021-06-02-how-to-build-an-audience-for-your-product-with-craig-rettew#t=91) Rettew's Background: FLIR, 3D Printers, and Early Startups
- [7:45](https://hardwarepodcasts.com/podcast/predictable-designs-podcast/2021-06-02-how-to-build-an-audience-for-your-product-with-craig-rettew#t=465) The Stomp Switch: Product Concept and Prototype
- [14:31](https://hardwarepodcasts.com/podcast/predictable-designs-podcast/2021-06-02-how-to-build-an-audience-for-your-product-with-craig-rettew#t=871) Identifying a Niche Market for the Stomp Switch
- [18:42](https://hardwarepodcasts.com/podcast/predictable-designs-podcast/2021-06-02-how-to-build-an-audience-for-your-product-with-craig-rettew#t=1122) Audience Building Strategy: YouTube, Ads, and Landing Pages
- [29:44](https://hardwarepodcasts.com/podcast/predictable-designs-podcast/2021-06-02-how-to-build-an-audience-for-your-product-with-craig-rettew#t=1784) Content Creation: Video, Blogs, and Guest Posting
- [37:42](https://hardwarepodcasts.com/podcast/predictable-designs-podcast/2021-06-02-how-to-build-an-audience-for-your-product-with-craig-rettew#t=2262) Stepping Stones: E-commerce and Productized Services
- [42:58](https://hardwarepodcasts.com/podcast/predictable-designs-podcast/2021-06-02-how-to-build-an-audience-for-your-product-with-craig-rettew#t=2578) Community, Introversion, and Marketing Comfort Zones

## Topics

- [Crowdfunding & preorders](https://hardwarepodcasts.com/topic/crowdfunding)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Careers & education](https://hardwarepodcasts.com/topic/engineering-careers-and-education)

## Most relevant to

early-stage companies

## Mentioned

- Zepto Industries (company)
- FLIR Systems (company)
- Stomp Switch (product)
- Kickstarter (other)
- UCF (other)
- Arduino (other)
- Medium (other)
- Hardware Academy (other)

## Related episodes from other shows

- [S3 E7: Building Bootstrapped Hardware That Sells with Christian Reed](https://hardwarepodcasts.com/podcast/the-builder-circle/2026-01-13-s3-e7-building-bootstrapped-hardware-that-sells-with-christian-reed) (The Builder Circle)
- [#012 - Feel the beat - creating the world’s first wearable device for musicians, with Florian Simmendinger of Soundbrenner, Germany - Hong Kong](https://hardwarepodcasts.com/podcast/the-hardware-entrepreneur/2017-02-08-012-feel-the-beat-creating-the-worlds-first-wearable-device-for-musicians-with-f) (The Hardware Entrepreneur)
- [217: Using Crowdfunding for Real Customer Feedback on Your Invention](https://hardwarepodcasts.com/podcast/product-startup/2024-03-14-217-using-crowdfunding-for-real-customer-feedback-on-your-invention) (Product Startup)
- [CrunchLabs: Mark Rober](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-04-15-crunchlabs-mark-rober) (How I Built This)
- [Samuel Feller | Product & Project management, Kickstarter, & DIY Product Launch](https://hardwarepodcasts.com/podcast/being-an-engineer/2022-10-28-samuel-feller-product-project-management-kickstarter-diy-product-launch) (Being an Engineer)

## Citing this page

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