# 70: Limited Edition

- Show: [Thoroughly Considered](https://hardwarepodcasts.com/podcast/thoroughly-considered)
- Published: 2021-06-30
- Length: 55m
- Episode: 70
- Page: https://hardwarepodcasts.com/podcast/thoroughly-considered/2021-06-30-70-limited-edition
- Listen: http://relay.fm/tc/70

## Summary

Tom Gerhardt and Dan Provost of Studio Neat discuss the launch of their new sub-brand, Studio Neat Limited, with the release of 100 'Terra-Cotta Blue' Mark One pens that sold out in 10 minutes. They explain that this limited-edition model allows them to release one-off products without the logistical nightmare of managing infinite SKUs in their warehouse. The conversation also covers their shift toward more casual Instagram content to combat obscurity, the complexities of Instagram advertising, and the production delays of the Mark Two pen caused by supply chain issues and part failures.

## Chapters

- [0:08](https://hardwarepodcasts.com/podcast/thoroughly-considered/2021-06-30-70-limited-edition#t=8) Introduction: Studio Neat Limited and the Blue Mark One
- [3:34](https://hardwarepodcasts.com/podcast/thoroughly-considered/2021-06-30-70-limited-edition#t=214) The Strategy Behind Limited Editions and SKU Management
- [10:23](https://hardwarepodcasts.com/podcast/thoroughly-considered/2021-06-30-70-limited-edition#t=623) Logistics, Fulfillment, and Launch Mechanics
- [16:18](https://hardwarepodcasts.com/podcast/thoroughly-considered/2021-06-30-70-limited-edition#t=978) Future Limited Editions: Materials, Designs, and Kickstarter
- [22:44](https://hardwarepodcasts.com/podcast/thoroughly-considered/2021-06-30-70-limited-edition#t=1364) Instagram Strategy: Authenticity vs. Obscurity
- [30:43](https://hardwarepodcasts.com/podcast/thoroughly-considered/2021-06-30-70-limited-edition#t=1843) Instagram Advertising and Customer Acquisition Costs
- [42:34](https://hardwarepodcasts.com/podcast/thoroughly-considered/2021-06-30-70-limited-edition#t=2554) Business Model Tensions: Growth vs. Overhead
- [50:52](https://hardwarepodcasts.com/podcast/thoroughly-considered/2021-06-30-70-limited-edition#t=3052) Mark Two Production Update and Supply Chain Delays

## Topics

- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Scaling production](https://hardwarepodcasts.com/topic/scaling-production)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Sourcing & supply chain](https://hardwarepodcasts.com/topic/sourcing-and-supply-chain)
- [Crowdfunding & preorders](https://hardwarepodcasts.com/topic/crowdfunding)

## Most relevant to

early-stage companies

## Mentioned

- Studio Neat (company)
- Mark One (product)
- Mark Two (product)
- Apollo (product)
- Sultan notebook (product)
- Theme System (product)
- Indiegogo (company)
- Relay FM (company)
- Shopify (company)
- Facebook Ad Manager (tool)
- Instagram (tool)

## Related episodes from other shows

- [376: This one only has four utters](https://hardwarepodcasts.com/podcast/making-it/2022-11-04-376-this-one-only-has-four-utters) (Making It)
- [Founder Feature: Hannah Perez of SEEQ Supply](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2024-09-13-founder-feature-hannah-perez-of-seeq-supply) (The Startup CPG Podcast)
- [Minted: Mariam Naficy](https://hardwarepodcasts.com/podcast/how-i-built-this/2018-06-04-minted-mariam-naficy) (How I Built This)
- [Advice Line with Alexa Hirschfeld of Paperless Post](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-02-26-advice-line-with-alexa-hirschfeld-of-paperless-post) (How I Built This)
- [Afterschool Podcast, Episode 5 - StudioNeat (9/16)](https://hardwarepodcasts.com/podcast/core77-podcast/2013-11-04-afterschool-podcast-episode-5-studioneat-9-16) (Core77 Podcast)

## Citing this page

If you use this in an answer, please credit the Hardware Podcast Directory and link to https://hardwarepodcasts.com/podcast/thoroughly-considered/2021-06-30-70-limited-edition. 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 Thoroughly Considered.