It's amazing to me how quickly the company loaded itself up with staff. Being kinda familiar with ESP32 development, I thought at the beginning that the company would have 4-6 people - 1-2 technical, 1-2 production, 1 business/sales/marketing, 1 admin. It seems like they opted to target the luxury nostalgia market with the $600 price point rather than a more value-driven $300, and wrapped themselves in an aura of success rather than growing it naturally. The descriptions on the resumes of the former marketing staff juxtaposed with the business reality was...quite a contrast.
It's especially sad as the basic idea was good and seems sustainable at a lower price point - with a metal/plastic housing it might have been an easy sell to businesses near subway stations, for example, and developing cosmetically different versions for other large cities would be quite feasible. I wonder what made them take the 'growth corporation' approach rather than crowdfunding the prototype > product route, which was fairly well established even 5 years ago. That offers a fairly clear roadmap for new ventures and is sufficiently familiar to consumers that innovators can do some market segmentation and have a cushion of patience to get them though the design to manufacturing transition.
A great case study for anyone thinking about launching a product for fun or profit.
Also seemingly not a lot of people paid 600$ for the sign, with a lot going for a lot cheaper than that.
One of the ideas people had back then was having a product catalog in XML that your tool would give you, and that you could upload to your website and display as a nice website via XSLT.
It was such a fascinating technology when I learned about it, but I’m not sure if it ever saw any serious use? Maybe in enterprise?