
This Week in Startups
The Gadget That's Better in Crowds Than Your Phone + Ring’s Founder Before Amazon Bought It | E2349
This debrief was written and voiced by AI from the episode's audio.
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Key Moments
Carter demonstrates the device's physical design, compass-mode activation via IMU sensor, and how directional lights and crystal positioning show distance and location to multiple friends simultaneously.
Carter explains the inverse physics: cell towers degrade under congestion, while mesh networks strengthen as more devices join, creating a self-reinforcing communication system.
Real-world data from a 50k-person festival showing the mesh network's performance: 35 hops, 330k+ messages relayed over a weekend, 10% device penetration, all offline.
Explanation of how phones layer GPS, cell triangulation, and Bluetooth signals but fail under congestion, versus Totem's pure GNSS approach achieving one-meter accuracy consistently.
Breakdown of Totem's unconventional fundraising: pre-seed from angels (easier in 2026 as AI uncertainty grows), then $1.6M in crowdfunding—more capital than venture, a rare sign of early product-market fit.
Jamie explains his decision to hire two people, fund them himself, and tinker on multiple ideas until one worked. He stumbled on Ring when a guest asked for a WiFi doorbell and none existed.
Jamie argues that a clear mission (reduce crime in neighborhoods) eliminates distraction, keeps teams aligned, and prevents feature creep. It's a free competitive advantage.
Jamie states his goal has always been IPO, not exit, because buyers only care about EBITDA; they'd kill long-term product bets like his five-year, five-million-dollar R&D commitment.
Jason's principle: always back friends pursuing ventures because you have longitudinal knowledge of their character and persistence. You know they won't let the business die.
Jamie recounts a friend who almost backed Ring in the pre-seed round but pulled out at the last second. That $4M round is now worth an estimated 50–100x return, and it's a running joke between them.
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Summary
This Week in Startups episode 2349 features two segments: an interview with Carter Fowler, founder of Totem Labs, and a flashback to 2017 with Jamie Simonoff, founder of Ring doorbells. Totem has built a screen-free consumer device that uses mesh networking and GPS to help groups of people (at festivals, stadiums, and events) locate each other when cellular networks fail. The compass-shaped device works completely offline, uses GNSS positioning accurate to one meter, and communicates via peer-to-peer 2.4GHz protocol. Unlike phones, Totem's mesh network improves with more users in the area. In the second half, Simonoff recounts Ring's unconventional origin story—building the WiFi doorbell in his garage after struggling to find one—and his philosophy of using a strong mission statement ("make neighborhoods safer") to maintain focus and attract talent. Both segments explore how founders solve real problems through hands-on innovation, the challenges of raising capital for hardware and consumer products, and the tension between bold expansion and mission-driven focus.
Key Takeaways
Mesh networks invert cell networks: performance improves with more devices, not degradation. Totem handled 330,000+ messages across 5,000 devices at Lost Lands with 35-hop connectivity purely offline.
highA clear, narrow mission is a competitive moat. It keeps teams focused, eliminates distraction, and attracts people who believe in the cause—Ring's "make neighborhoods safer" prevents mission creep better than any process.
highConsumer hardware succeeds when it solves an immediate, visceral problem. Totem solves the real experience of losing friends in crowds; Ring solved the founder's inability to hear his doorbell.
highFounder persistence through failure compounds returns. Jamie Simonoff's earlier ventures (Phone Tag, Unsubscribe.com) taught him focus and conviction; Ring became a multi-billion-dollar outcome by betting on mission over quick exits.
mediumGPS alone provides 5–15x better accuracy than phones in crowds, because phones rely on cell triangulation and other signals that fail under congestion. Totem strips this down to pure GNSS for reliability.
mediumHardware companies can now compete on proprietary data and network effects. As software IP erodes, venture capital is rotating toward devices that generate defensible data moats and mesh-network effects.
mediumRental and accessibility markets unlock hardware adoption without scale. Totem's rental model at theme parks and events (kids, families, people with disabilities) sidesteps the cold-start problem of ownership.
lowNotable Quotes
“The more cell phones you get in an area, the worse they all work. The more totems you get in an area, the better they all work.”
— Carter Fowler
Core insight into why mesh networks are superior for high-density events; every additional device acts as a relay, inverting the problem of network congestion.
“I'm an inventor. I'm not an entrepreneur. I'm not a business person. I'm an inventor who wants to make a big impact. So I went in my garage, hired two people on my dime, and let all these ideas stew.”
— Jamie Simonoff
Reveals his founder identity; the garage incubator approach and focus on invention over immediate monetization led to Ring's breakthrough discovery.
“Having a strong mission is cheating. It makes it so easy to run the business and keep everyone on track. When you have a strong mission that people want to work for, nobody's saying 'let's do a pet feeder.' They know it's not our mission.”
— Jamie Simonoff
Articulates why mission-driven focus is a business lever, not just philosophy; prevents costly distraction and aligns incentives.
“People are really hungry for connection these days. But at the same time, companies like Live Nation are selling more tickets than ever. So people are clearly craving in-person immersive experience connecting with people in the real world.”
— Carter Fowler
Explains the cultural and business tailwind for Totem; post-pandemic appetite for IRL gathering creates a large addressable market.
Predictions
Totem will achieve meaningful penetration in family/theme-park rentals (Disney, stadiums) within 12–18 months, becoming a secondary revenue driver beyond music festivals.
— Carter Fowler · Confidence: high · 2026–2027
Predictive crowd-flow models will become a standard tool for event organizers, enabling pre-event simulation and optimization similar to air-traffic control.
— Carter Fowler · Confidence: medium · 2026–2027
Totem will eventually achieve satellite-independent positioning via dynamic trilateration and solar charging, creating a fully self-sustaining communication ecosystem.
— Carter Fowler · Confidence: medium · 2027+
Mission-driven hardware companies will continue to outcompete generic smart-home entrants because their focus prevents bloat and attracts both talent and customers.
— Jamie Simonoff (via philosophy) · Confidence: medium · Ongoing
Action Items
If you attend high-density events (festivals, concerts, stadiums) with friends, consider purchasing Totem compasses in a 4-pack ($300–365 range) to test offline connectivity and crew coordination.
Totem is field-proven at 50k+ attendee events; early adopter feedback is critical for hardware refinement and network effects.
As an angel investor, prioritize backing founders you know well and have observed over time, even if their current product is rough. Focus on founder persistence and vision alignment, not polish.
Jamie's journey (Phone Tag → Unsubscribe → Ring) and Fowler's conviction show that founder durability matters more than initial traction; friendship reduces information asymmetry.
Clarify your company's mission to a single, defensible statement (4–5 words). Test it by asking, "If someone proposes X feature, does it serve this mission?" Use it to ruthlessly prioritize and kill distractions.
Ring's "make neighborhoods safer" mission prevented feature creep and kept the team aligned; this is a free and powerful tool any founder can deploy immediately.
If you're building consumer hardware, explore rental and accessibility verticals as alternative go-to-market channels. These sidestep cold-start problems and generate usage data to improve product-market fit.
Totem's rental model for families/disabled users removes the barrier of $88–365 purchase price and builds network density without requiring high penetration rates upfront.
Monitor how venue partnerships and official integrations (like Totem + Lost Lands) differ from grassroots adoption. Use partnerships to seed critical density, then market-expand.
Totem achieved 10% penetration at Lost Lands through official integration; this proves the model and can be replicated at other festivals, reducing reliance on organic sales.
Links Mentioned
Plaud voice recorder and AI transcription device; provides offline transcription and task management for professionals.
https://Plaud.ai/twist
Northwest Registered Agent; provides free domain, hosting, email, and phone services for new startups.
https://www.northwestregisteredagent.com/twistdomain
NetSuite Next; enterprise cloud ERP with integrated AI for finance, inventory, HR, and CRM.
https://netsuite.ai/twist
The Conservation Fund; nonprofit protecting land and wildlife while supporting economic development.
https://conservationfund.org
Totem Labs official website; product information, ordering, and community for offline connectivity devices.
https://totemlabs.com