Put up a site with a 3D mock-up and a waitlist before building anything

David BarnardSo back to your story. You had this 5,000-person waiting list, huge sign that there's potential in this market. What was that next step to then actually build a product for that market? And what did you even promise? What was the hook that got 5,000 people to sign up on the website?

Luke Martin-FullerI think we went off and created, I think we maybe paid someone on Fiverr to create a 3D mock-up of a wearable. And I think the site just said pretty much what the hero on our website says now, which is "Pacing, made simple." It was a product promise, but there was not much behind it. And we were honest about that. We went through to a Typeform and said, "If we built this product, would you be interested in coming along for the journey with us?"

Luke Martin-FullerAnd people were incredibly excited about that. But two of us, we had experience building mobile apps. We certainly didn't have the funds or the time to go out and build a wearable. So we did what we knew best, which was starting by building a free app. And that was incredibly powerful. I think we learned a lot from starting small. We worked with a group of 100 people initially from that wait list. We called them the Founding 100.