#179 Minimis: Declaring War on Garmin

What It Covers

Australian co-founders Joe and Paul pitch Minimus FLOW AR — fully standalone smart sunglasses for runners and cyclists displaying real-time stats via heads-up display — seeking $2M at a $699 retail price point. All four investors pass, citing prototype form factor concerns, but the founders later raise $270K and secure 11 bike shop distribution deals.

Key Questions Answered

• •Prototype presentation strategy: Bring a 3D-printed mockup of the target form factor alongside any functional prototype. All four investors passed primarily because they couldn't visualize the final Oakley-style design from the bulky Frankenstein prototype. A non-functional visual model bridges the imagination gap and keeps investors focused on the vision rather than current hardware limitations.
• •Standalone vs. connected hardware: Validate whether standalone functionality is truly a core user requirement before engineering it in, as it dramatically increases complexity and cost. Minimus found through customer research that users wanted phone-free running, but investors noted that most recreational athletes still carry phones for music and podcasts, suggesting the feature may only resonate with competitive triathletes and dedicated cyclists.
• •Price point segmentation: At $699 COGS of $350 dropping to $200 at volume, the product targets competitive triathletes and cyclists who spend $20,000 on bikes. Investors noted a $300 price point would open a broader addressable market. Hardware founders should map price sensitivity across athlete segments before committing to a production cost structure that locks in a premium-only customer base.
• •Competitor validation as a sales tool: When Meta released Strava-integrated Oakley glasses weeks after the pitch, Minimus used the press coverage as passive market education. Joe pitched 50 bike shops in San Francisco, converting roughly 11, by referencing the Meta announcement. Founders in emerging hardware categories can leverage big-tech adjacent launches to accelerate retail conversations without spending their own marketing budget.
• •Accelerator geography matters: Joining Founders Inc's Blueprint program in San Francisco — a hardware-focused cohort of 50 builders — enabled Minimus to iterate prototypes using professional lab equipment while simultaneously pitching local retailers and angel investors. The three-month Bay Area stay directly produced their first VC check from Entrepreneur Ventures plus 18 angel investors, demonstrating that physical proximity to hardware ecosystems compounds fundraising momentum.