Archive for the ‘Modify Industries’ tag
Modify Watches retail launch party at Hangr 16 boutique in San Francisco, California USA, August 9, 2012
On Thursday, August 9, 2012 I attended the retail launch party for Modify Industries, Inc.
Modify Industries is the company behind the colorful and fashionable silicone rubber Modify Watches brand watches that feature time pieces that without tools may be interchanged between bands. You can see people wearing Modify Watches in the top three photographs that illustrate this post. The watches come in two sizes. There are dozens of time pieces and dozens of straps (bands) to select from.
Modify Watches was a finalist competitor in the 2012 Berkeley Startup Competition at the University of California. That competition is very competitive, and it’s very difficult to become a finalist, as there are only eight per year, while most years more than 100 teams apply to compete.
I am friends with Modify CEO Aaron Schwartz.
Modify has focused its attention on eCommerce sales and enterprise sales. It has achieved impressive success in both areas, selling to big companies including Google.
Now Modify is moving into retail by selling to boutique retailers.
One such boutique is Hangr 16 at 3128 16th Street in San Francisco, California USA, near Valencia Street. Hangr 16 carries the Modify line of products. The store’s energetic and charismatic buyer, Liddy Parlato, decided to sell Modify’s eye catching line after she opened an email targeted to her store from the company. Parlato told me she gets 30 pitches a day by email. Parlato’s store is spare and elegant, with a well curated selection. It’s not jammed with hundreds of product lines like many boutiques. Thus, Parlato’s decision to carry Modify’s products is a win for Schwartz and his team. Parlato is one of four owners of Hanger 16. She comes from a background in advertising, not retail.
While researching this blog post, I learned that Hangr 16 was voted the Best Clothing Store for Men by readers of the San Francisco Bay Guardian weekly newspaper. That makes the store’s decision to sell Modify Watches all the more special.
Abie Hadjitarkhani and Nathan Dintenfass attended the launch party. I know Dintenfass from the Haas School of Business at the University of California Berkeley. I met him while he was getting his Masters of Business Administration degree. I participate in many events at Haas to help the students and by extension The Lester Center for Entrepreneurship and Innovation.
Dintenfass and Hadjitarkhani run Hotel Delta, a boutique consultancy that helps entrepreneurs create great products.
Hotel Delta produces the Products are Hard conference.
Nathan Dintenfass is one of the smartest entrepreneurs I know. I have spent hours listening to him advise startups, and his wisdom is evident and deep.
Congratulations to Schwartz and his impressive team at Modify Industries. I predict great things to come.
I took the pictures that accompany this post. I uploaded them at full camera resolution of 21 megapixels. Click on them in delayed succession to see the full size versions, which are larger than your screen.
Legal disclosure — Schwartz let me borrow six of his company’s watches so that I may photograph them being worn by the female models I photograph. I pursue photography as a hobby, and do not charge for my work, so perhaps this disclosure is not legally required. To cover my bases, I am disclosing this loan. I proposed this arrangement, not Schwartz. I would have written this post even if Schwartz did not let me borrow any watches. I will return the watches to Schwartz once I photograph them with some additional models.
On Thursday, April 26, 2012, I attended the Berkeley Startup Competition Final Awards Ceremony at the Anderson Auditorium on the campus of The Haas School of Business at the University of California at Berkeley. Here is the PDF format file of the 2012 Berkeley Startup Competition Final Awards Ceremony program booklet that was handed out at the final awards ceremony.
There are many people mentioned in the booklet, like the Co-Chairs for the 2012 competition, Nick Nascioli, Adam Sterling and Tom VanLangen, as well as Lester Center Executive Director Andre Marquis and Haas School of Business Dean Richard Lyons.
I most recently wrote about the announcement of the finalists for this competition, which happened two days earlier, on April 24, 2012.
Calcula Technologies won the Grand Prize and the Life Sciences Track for their clever system that vacuums kidney stones out of a patient’s urethra in just ten seconds. According to the team’s presentation, doctors today let stones pass from the body naturally and often quite painfully unless they are larger than 10mm in diameter. Patients today are often in such agony that they visit the emergency room, which racks up hundreds of millions of dollars in charges per year. For the sub 10mm stones, doctors just write prescriptions for narcotic pain killers and send the patients home with the stones still on their excruciating slow path out.
In the future, when and if Calcula gets their system approved by regulators, patients could have a catheter inserted into their urethra and the stone could be sucked out in seconds, presumably at great relief to the patient. This work could be done at the office of a urologist, without surgery, and the Calcula team said there is already a prized and lucrative reimbursement code in existence in the insurance industry, so if they build this system, they will be able to get paid and make a profit. I can understand why Calcula Technologies won the grand prize. Kidney stones are no fun, I’ve heard, and this system seems very appealing. The team showed a video of a fake kidney stone being sucked out of a pig’s urethra in just 10 seconds. It was very impressive and very memorable.
Kloudless, Inc. won first place in the Information Technologies and Web Track. I am going to be interviewing Kloudless, so I’ll save my remarks for another blog post.
Like Calcula, Back to the Roots (2935 Adeline Street, Oakland California 94608 USA) won two awards. First, they won the Products and Services Track, and then, thanks to real time votes from the audience and viewers of a live stream on the Internet, they won the Peoples’ Choice Award.
I have written about Back to the Roots twice before.
I have one of their products at my house right now. It works.
Back to the Roots collects used coffee grounds from coffee houses like Peet’s Coffee and mixes it with a ‘secret sauce.’ The combination is boxed up and sold at over 1,000 stores in the United States, including at Home Depot and Whole Foods Market. A consumer buys the cardboard box and partly opens it, exposing the insides. The consumer then mists the contents of the box with water using an included spray bottle. After ten days of twice daily misting, the consumer harvests a bountiful crop of oyster mushrooms that have grown directly out of the side of the box. Once one side has been used up, the consumer opens the other side to repeat the growing cycle for a second harvest.
That story has been told thousands of times, including on the CBS Evening News, an influential national newscast in the United States.
During their public presentation, the Back to the Roots team disclosed future plans that I find fascinating. Since this event was public and was streamed live to the Internet, I feel that it’s OK to write about what I learned, as there were no statements that anything said was to be considered secret.
The box contents will soon include vegetable plant seeds, and the rest of the box and liner will be biodegradable. Currently, the box is lined with what looks like conventional plastic. My box is from November, 2011, so things today may be different. In the future, or perhaps even already, the box will be lined with either nothing or something else that’s biodegradable. Perhaps what looks like conventional plastic to me is really biodegradable plastic, like some plastic trash bags are made of.
Why do this?
Once the box is biodegradable and contains vegetable seeds, that means that after the two mushroom harvests the box can be planted in dirt for ’round three’ of production — vegetables. The mushrooms came from the waste stream from coffee houses. The round three vegetable garden will come from the waste stream of the mushroom garden.
This is beautiful.
What’s coming down the road from Back to the Roots?
I am overjoyed to report the answer may be affordable aquaponics kits.
Aquaponics is food production gardening enhanced by growing edible fish in symbiosis with vegetable plants. Both parts of the system are made more productive by the presence of the other half. Fish poop gets converted by bacteria into rich fertilizer. The fish grow faster because the plants keep the fish tank cleaner. It’s a great growing system that I feel should take over the world on such a scale that every person has their own system at home.
I am too busy in life to advance this dream, but the team at Back to the Roots has time and energy and market traction, so I think they would be ideal to push aquaponics to a large audience. I am so excited about this that I have already offered to tell the company everything I know about aquaponics free of charge to encourage them to get this to market.
I suspect they plan to start with small, under USD $100 demonstration kits. This in my mind is the way to start.
I bought my startup supplies for my aquaponics system from The Aquaponics Source. This online retailer sells complete systems, but the price is too high for people to buy casually, at over USD $1,000. I believe a profitable sub $100 kit could be sold, as what’s required is similar to what’s inside a Mr. Coffee brand coffee maker — two water containers, a pump, a heater and some electronics to coordinate the steps. I can get a nice computerized Mr. Coffee coffee maker for about USD $25 from Amazon, so even in the smaller quantities a demonstration aquaponics system would sell in initially, I think it can be done.
I love advising startup companies, and I would particularly like to advise about aquaponics, even though I know relatively little about the subject, since I’ve only built one demonstration system so far. My system was a modest success for I grew the largest and sweetest tomatoes I have ever eaten.
HARBO Technologies won First Place in the Energy and Cleantech track. I introduced myself to co-founder Boaz Ur and mentor John Matthesen after the conclusion of the event. The company is working on something I find impressive and interesting. I have made arrangements to interview the team, so I will hold my remarks until after that interview.
My friends at Modify Industries took home a USD $1,000 prize for coming in second place in the Products and Services Track. This outcome was inevitable, and I predicted it accurately the moment I saw Modify was competing with Back to the Roots. Back to the Roots simply has had much more commercial success so far. While Modify has sold between 10,000 and 100,000 watches to such companies as Google and Hewlett Packard, they haven’t yet cracked the retail store market, and they haven’t been on the evening television news. It’s rare for a company to be so far along like Back to the Roots, but still be eligible to compete in the Berkeley Startup Competition. In all other years where there was a Products and Services Track, Modify probably would have won that track. I pay attention to these things because I was a judge for this competition for the eight years through 2011. This year I mentored the team University Gateway, which did not make it to the finals since Modify and Back to the Roots filled up the Products and Services Track.
Modify gave an impressive and bold presentation, where they outlined a dream for their enterprise far bigger than time pieces. They probably adjusted their pitch to compete with Back to the Roots. But they forgot to show their product in action amid all the grand dream spinning. How so? They forgot to personally show the audience how to change a watch element from one silicone strap to another. This is worth showing at every pitch for it’s compelling and like nothing I’ve seen in the watch business. No tools, no training — 10 seconds and you have an all new look.
Finally, I want to give some space to my friend and fellow photographer Bruce Cook. I’ve known Cook since nearly the inception of The Lester Center for Entrepreneurship & Innovation. He’s a fixture at all sizable Lester Center events. He has his own photography business, Bruce Cook Photography, and is not a University of California employee. I can’t recall there ever being a different photographer for a Lester Center event. The picture above is of Cook standing under the video light in Anderson Auditorium. The picture below is of Cook taking a picture during the networking hour in the Bank of America Forum, the large gathering area just outside of the Anderson Auditorium. Cook took the picture above of Dean Lyons speaking to the audience. Thank you Bruce!
If The Lester Center is reading this, may I suggest that you contact Cook and work out a deal where his vast library of photographs of Lester Center events over the last twenty years can find a permanent home on the Lester Center website and in the University library system. Cook has photographed some of the most important figures of our time, and the tremendous majority, over 99%, of his photographs have not been published. I think these photographs should also be published on Facebook so that it’s easy to crowd source the identification of the people in the pictures, via the Facebook tagging system. Once the faces are tagged, then the captions on the Lester Center website can be updated to reflect the identities of those pictured.
Why do this?
The Lester Center and its events are documenting history. It’s that simple. Bruce Cook has a treasure trove of historic pictures that few have ever seen.
As an added bonus, publishing and captioning Cook’s 100,000+ pictures will boost traffic to The Lester Center’s website, as people search on Google and similar sites for the many luminaries Cook has photographed. The search engine optimization benefits to posting these pictures will probably overshadow every other single project you could undertake.
This is my idea alone.
Cook did not plant this, suggest this or hint at this.
I’ve been thinking about this for years now, and here seems like a fine place to promote the idea.
I believe I have shared this suggestion with Jerry Engel when he was Executive Director of The Lester Center, but that was only in passing at a hectic Berkeley Entrepreneurs Forum, not a written proposal such as this one.
Please consider this official advice, and let me know when I can blog about the happy news. Thank you.
I introduced myself to all the finalist teams except AdrenaRX. I believe the members from that team departed before I had a chance to find them.
I offered each of the eight finalist teams except for Modify and Back to the Roots the opportunity to be interviewed by me for a future blog entry. Two of the teams have contacted me to schedule an interview. Four teams have not yet contacted me.
I know the Modify and Back to the Roots founders, so I did not offer to interview them. This was not meant as a snub — I simply forgot to offer in my excitement of congratulating them. Both teams are doing so well they don’t need my blog coverage, but if they would like more in depth stories, I am happy to meet with them. Just send me a message. I am on Facebook and easy to reach. I have turned on the ‘subscribe’ feature, so everyone reading this is invited to subscribe to me on Facebook. You may also sign up with your email address to receive updates to this blog, in the upper right corner of this page.
All the pictures I presented above except for the one by Bruce Cook are also on my Facebook page in this album. If you know these people, particularly the people in the shots with the giant checks, please tag them on Facebook so I can update the captions here with the names. All my pictures on Facebook are public, so if you tag someone there, I consider those names to be public, and on that basis I will update the captions here.
The sponsors for the 2012 Berkeley Startup Competition include:
There were possibly other individual sponsors. No individual level sponsors were listed in official materials this year, a departure from past years.
The Executive Committee for the 2012 Berkeley Startup Competition:
Judging & Sponsorship
Marketing & Events
Mentorship & Events