Jamie Siminoff of Ring gives advice to three early-stage founders

Executive overview

Three early-stage founders call in for advice from Ring creator Jamie Siminoff. Each faces a classic early-stage dilemma: finding the right customer, pricing a premium product, and deciding where to spend limited time.

Focus beats breadth at every stage — pick one customer, one problem, and one channel before expanding.

ErgoFlex Desk: finding your niche for crowdfunding

• Multi-function product (sit, stand, tilt, motorized movement) risks meaning nothing to anyone — each feature appeals to a different buyer
• For Kickstarter, identify 2–3 tight communities (e.g., drafters, gamers, disability users) and enter each one separately
• Money votes in crowdfunding reveal real market fit in a way surveys never do
• A low-budget viral video — emotional or absurd — outperforms polished product demos (Dollar Shave Club, Liquid Death as models)
• Disability access could be a standalone business; insurance reimbursement may enable a higher price point
• Consider separate sub-brands for distinct segments to avoid muddying the message

LuGi's Chocolate: pricing a premium ethical product

• At $10.50/bar, the product sits in the craft chocolate tier — don't try to compete on price with mass-market brands
• Ethical sourcing story matters for authenticity, but most buyers purchase on flavor and experience first
• Brands like Bull & Branch and Liquid Death succeeded because the product was great — the mission supported but didn't drive sales
• Show the manufacturing process: pouring chocolate, roasting beans, the factory — premium buyers want to see what they're paying for
• Start high on price; as volume grows, cost per unit falls — model this on a spreadsheet before committing to a lower price
• Avoid compressing supplier margins to hit a lower retail price — it would undercut the entire mission
• LVMH model: lead with aspiration and quality, grow into the brand story

Thrive 12: certifications and breaking through on Amazon

• Women-owned and minority business certifications on Amazon unlock advertising credits, virtual bundling, and program access
• Run a simple ROI test: if a $300 certification unlocks $1,000+ in Amazon support, it's worth doing
• Teachers see a poster of a child with a drone and immediately want it — lead with the most resonant imagery
• Add real people to posters (local engineers, entrepreneurs, athletes) with a short bio — the subject will share it, creating organic reach
• Start locally: contact Atlanta-area professionals on LinkedIn, pitch being featured on a poster
• Shopify + Amazon integration lets you maintain a standalone storefront while using Amazon as the fulfillment backend
• Channels that work shift constantly (AdWords → Facebook → Instagram → TikTok) — stay aggressive about finding the current one

Closing reflection on entrepreneurship

• Entrepreneurship is driving through a dark tunnel — you rarely see the full light until you're deep in
• Working on something you genuinely care about matters, because there's no guarantee it works out
• Consistent focus and hard work raise the odds significantly, even if the outcome isn't what you originally planned