Clasp is a business venture I co-founded: a laptop anti-theft device for people working in shared spaces. The product is physical. The approach is the same as for a digital product: understand the need, interview users and test a concept.
One idea, 33 interviews
My partner often works from cafés. One evening, she came home and said there should be a device to secure her laptop when she steps away for two minutes, to the bathroom or the counter.
The problem resonated with me immediately. I do the same as she does: pack everything away or ask a stranger to watch it. We targeted freelancers and remote workers with a portable, discreet, strong device that would be easy to fit.
We still needed to find out whether the need went beyond our own experiences. We commissioned research institute Selvitys to survey 250 people about their working habits, the solutions they already used and their interest in an anti-theft device. We followed this with 33 interviews with people contacted on LinkedIn.
Responses were mixed. Many always took their belongings with them. Others felt their workplaces were safe enough to change nothing. Two objections kept coming up: laptop compatibility and trust in the protection.
A pitch, not a product
I co-designed a visual concept with design studio Idée Tangible: sketches, 3D modelling and renders showing its intended use. I organised a user workshop to gather reactions.
We approached two groups: shared workspaces and coworking spaces, which could offer the device to their users, and freelancers who regularly work in those places.
Every time, we arrived with images. Nobody ever held the object.
Meanwhile, we prepared our application to a business incubator: a business plan and a presentation. The model relied on grant-funded series production.
The question that stopped everything
Before the incubator's panel, one member asked what we actually had in hand that day. Apart from the visuals, nothing.
We decided not to pursue the project. The stated argument was twofold: no technical solution combined portability, strength, appearance and ease of fitting, and the interest we had gathered did not justify the manufacturing investment.
Looking back, I would also add that we never found our market.
If I were doing it again, I would start with a prototype to show users. Prototype, test and improve as quickly as possible: that is what I take away from Clasp. With a digital product, especially with the help of AI, I can do that in a few days.