Joshua K.

I help startups and small businesses launch and grow physical products, and I've done it myself. I'm a hardware founder turned fractional launch and marketing lead. I don't do decks and disappear. I embed and do the work. WHAT I'VE DONE • Alter RFS (founder): invented a camera accessory, took it through patent, engineering and manufacturing, and launched it to $165K in pre-sales on Kickstarter and Indiegogo at a 4.63x return on ad spend. Grew social from 0 to 30K in under a year, ran the influencer program with top camera creators, and landed retail orders from Adorama and B&H, plus a $40K strategic investment from our manufacturing partner. • Fractional launch lead for a hardware startup (5+ months, ongoing): led the rebrand and brand identity, rebuilt the website, wrote the deck and business plan, built the Kickstarter strategy, ran investor outreach, and audited the bill of materials, bringing in new procurement to drive costs down. • Mesa (now): building my own hardware product, pre-launch. HOW I WORK Ruthless MVP. Nail the positioning and offer, get the unit economics right, and prove demand before you commit real money. I set the strategy, do the core work myself, and hire and manage specialists in design, development, content and ads when they'll do it better, owning the outcome either way. WAYS TO WORK TOGETHER • Launch sprints: a fixed-price, 2-week roadmap covering unit economics, positioning, validation and launch plan. • Embedded retainers: ongoing part-time marketing and growth leadership, from a few hours a week to 30+. WHO I'M FOR • Startups taking a physical product from prototype to launch. • Operating small businesses launching a new product, line or brand, or fixing a growth engine that's stalled. Especially in hardware and consumer goods, and for teams who need an operator, not an agency. If you're launching or fixing a leaky growth engine, let's talk.