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
Most people validate a market before they build in it. There was no market to validate, so I made one.
miniMCM is a premium collectibles brand in a niche with no direct competitors. No benchmark, no proof of demand, nothing to copy. I built every piece, concept, identity, product, operations, and funding, then proved the market by selling into it.
I anchored the brand in a single idea, "The Creator," kept the aesthetic minimal and the replication true to scale, and used heritage storytelling to justify a premium price. The launch happened inside Pierre Koenig's Scott House, because where you launch is part of what you're selling.
From December 2024 to May 2025: 282 units sold, $28,021 in revenue, a $99 average order value that beat target by 32 percent, $135K in funding secured, 50-plus five-star reviews, and zero returns.
Storytelling is pricing power. People paid 32 percent over target because the story made the object worth it.
Edition One Launch @ Pierre Koenig's Scott House
