#179 Minimis: Declaring War on Garmin - The Pitch Recap
Podcast: The Pitch
Published: 2026-02-25
Duration: 42 minutes
Summary
Jo and Paul from Minimis aim to revolutionize the AR eyewear market for athletes with their standalone smart sunglasses. They face the challenge of competing against tech giants like Garmin and Apple.
What Happened
Jo and Paul, co-founders of Minimis, are raising $2 million to bring their AR sunglasses to market. These glasses, called Minimis Flow AR, are designed for athletes like runners and cyclists. They can display stats such as heart rate, speed, and distance without needing a smartphone. The glasses are priced at $699 with a COGS of $350, which could lower with increased production volume.
Minimis has already pre-sold $100,000 worth of glasses and sold a separate software product totaling $500,000 over 18 months. Their target markets are the US, Europe, Australia, and Canada, focusing on runners, cyclists, and triathletes. The battery life of the glasses is between 4 to 8 hours, depending on usage.
The company is considering a community-driven marketing approach, potentially partnering with celebrity athletes to increase brand visibility. Despite their achievements, investors expressed concerns about the prototype's clunkiness and the challenge of competing with potential Apple glasses. However, Minimis emphasizes their product's standalone feature as a significant advantage, allowing users to leave their phones behind.
The company has received interest from retailers, including Australia's third-largest eyewear chain, and has already secured $270,000. They are also using platforms like WeFunder for additional fundraising. Minimis aims to launch their product in 9 to 12 months, with their electronics already at the engineering validation test stage.
Investors in the episode included Charles Hudson, Elizabeth Yin, Jesse Middleton, and Dawn Dobras. Despite some reservations, the investors appreciated the innovative concept and market potential. Joe and Paul were encouraged to refine their brand and product design further.
The episode also highlighted the influence of Meta's advertising on educating the market about AR glasses, indirectly benefiting Minimis. The co-founders have been part of programs like Founders Inc.'s Blueprint, which helped refine their prototype. They are optimistic about their progress and the support they have received so far.
Key Insights
- Minimis Flow AR sunglasses offer athletes a way to track stats like heart rate and speed without a smartphone, priced at $699 with a production cost of $350. This standalone feature sets them apart in a market where devices often require additional gadgets to function fully.
- Despite selling $100,000 in pre-orders and $500,000 in software separately, Minimis faces the challenge of refining their clunky prototype to compete with potential giants like Apple. The tension lies in balancing the innovative concept with the need for sleek design.
- Minimis plans to leverage community-driven marketing, considering partnerships with celebrity athletes to boost visibility. This approach taps into athletes' influence, recognizing that authentic endorsements can drive trust and excitement more effectively than traditional advertising.
- Interest from Australia's third-largest eyewear chain suggests retail confidence in Minimis, yet their path to market isn't guaranteed. Securing $270,000 and using WeFunder for additional funds highlights the ongoing financial hurdles before their planned launch in 9 to 12 months.
Key Questions Answered
What makes Minimis AR Glasses unique?
Minimis AR Glasses are standalone smart sunglasses that display athletic metrics like heart rate and speed without a smartphone. This unique feature allows athletes to track performance data while keeping their hands free.
How is Minimis planning to compete with Garmin?
Minimis emphasizes the standalone nature of their AR glasses, which don't require a smartphone, as a key differentiator. They are also considering partnerships with celebrity athletes and leveraging community-driven marketing strategies.
What is the target market for Minimis AR Glasses?
The target market includes runners, cyclists, and triathletes in the US, Europe, Australia, and Canada. These athletes benefit from real-time data tracking without the need for additional devices.