Stanford eCorner

Jake Miller (Fellow) - Designing Products Around Customer Experience [Entire Talk]

Jake Miller, founder of Fellow, shared the 13‑year evolution of his coffee‑centric hardware company, from a classroom idea in Stanford’s Launchpad program to a global brand with over 100 employees. He emphasized that building a business starts with genuine enthusiasm for the category—coffee, in his case—and designing every product around a clearly defined customer job‑to‑be‑done. The journey began with a Kickstarter campaign that raised $193,000, yet delivering the first product cost an additional $300,000 and exposed serious design flaws. Miller persisted, iterating a roadmap of grinders, kettles, and espresso machines, and eventually secured a $150,000 investment after 72 rejections, enabling the hire of the first employee and the launch of the breakout Stag kettle. Memorable moments include Miller’s mantra, “If you love coffee, start there,” the decision to wait seven years before releasing a mixology set, and the strategic placement of Fellow products in world‑class barista competitions and top cafés to build credibility. These examples illustrate how relentless focus, strategic partnerships, and real‑world validation can turn a niche hardware concept into a recognizable brand. For aspiring founders, Miller’s story underscores that hardware startups demand patient product roadmaps, early customer immersion, and the willingness to endure repeated setbacks. Success hinges on aligning personal passion with market need, leveraging community‑driven funding, and securing investors who understand the long‑term capital intensity of product design.