miniMCM | Startup Creation & Brand Development
Project Overview
Client: miniMCM (Founded by Aaron Hansen)
Role: Founder, Brand Strategist & Business Developer
Timeline: 2024–2025
Project Type: Startup Creation, Brand Development, Fundraising
There wasn’t a market benchmark. So I built the product and let customers answer the question.
miniMCM started in a niche with no direct competitors, no established pricing model and no proof of demand.
I built the company from the ground up: concept, identity, product, operations, launch strategy and funding. Then I put it into the market and found out whether the idea actually worked.
The brand was anchored around one idea: The Creator.
The aesthetic stayed minimal, the objects stayed true to scale, and the storytelling focused on the design history behind each piece. The goal wasn’t simply to make a collectible smaller. It was to make the miniature feel worthy of the original.
That thinking carried through to the launch at Pierre Koenig’s Scott House.
Edition One Launch @ Pierre Koenig's Scott House
Where you launch is part of what you’re selling.
From December 2024 through May 2025, miniMCM sold 282 units, generated $28,021 in revenue, reached a $99 average order value, 32% above target, secured $135K in funding, earned 50+ five-star reviews and recorded zero returns.
Storytelling is pricing power.
Customers paid above the target price because the object wasn’t being sold on materials alone.
The product, context, design history, photography, launch environment and brand all worked together to increase perceived value.
That was the real validation.
