By @SimonCocking. Interview with Mladen Barbaric  and CEO  who is speaking on a panel at the Dublin Tech Summit on 16th February

 Describe the company – the elevator pitch …

InstruMMents is rethinking world’s essential tools. Founded by the creators of Misfit Shine, the innovation company crafts software and instruments for those who craft.

How are you different?

We are not different. Our outlook on what makes a great product may be, and our love for what we do probably ranks with the most passionate of our colleagues. What we’ve chosen to tackle may be quite unique – we are rethinking what tools should be in the modern world, and how we can integrate them with services and software.

Why will the company / product do well?

InstruMMents creates products with a lot of love. We think very hard and obsess over tiniest of details, so that we can give users a delight from unboxing to every day use. We also make products that are intelligent and get better over time. We think people appreciate this care. We also focus on tools that are essential for the intended audiences. Something you may consider like a chef’s knife, but for another craft and another craftsman.

Where are you based?


When was the company launched?

InstruMMents was first introduced Nov. 1, 2016

What have been your biggest wins to date?

– Launched and shipped first product successfully within the first year of business
– Had great attention globally, over 0.5 Billion views, over a million shares and a million comments on 01, Lite and Pro apps
– Set up distribution globally, and started shipping
– First customers are very happy and have been extremely generous in giving us great feedback, as well as asking “what else do you have cooking?”
– We’re proud of how much we’ve been able to achieve in such a short time, but also excited because we’ve just started

What type of people (market segment) are you trying to attract to your product?

InstruMMents creates tools for those that love to make. 01, our first product is conceived to be an on-the go dimensioning tool for designers, architects, creators and makers, but the two apps (Lite and Pro) provide a great tool for both hobbyists and pros and their specific needs. We are working to, over time, bring evolved, easy to use, essential tools for everyone. After all, we all create: at home, work or just for fun.

Tell us about your team?

InstruMMents team is comprised of veterans in product development industry. Some of the key team members were the creators of Misfit brand and Shine wearable, some came from LG, Samsung and other established companies. What unites us all is love of our craft.

What are you long term plans for your product / company?

We’d like InstruMMents to be the first brand you think of when you need an essential tool. “Does InstruMMents make a solution for this? Oh, bummer, I’ll check another brand.”

What are your favourite tech gadgets?

I have to say that I personally love refined products, ones you may not refer to as gadgets. One of my favourites is a B&O wifi speaker, A9. I know, not a tech breakthrough, but such a lovely, refined product. I can say the same for most of B+O’s lineup. Compliments to the chef.

What tech gadgets do you wish you could use to help you?

I’m the wrong person to ask this question. I have a list of at least 500 things I wish I had, and are on my “to make” list. I certainly could use more help around the house. I tinker and really care what my place looks like, but could certainly use help in making the process of bettering my home easier / smoother. Good thing we founded InstruMMents.

Anything else you’d like to add / we should have asked?

Yes. You can get 01 at Selfridges, Selfridges Online starting February 15, and very shortly on Amazon UK.

How do people get in touch with you?

For more information on product:
For commercial, partnerships and press info: [email protected]

If you would like to have your company featured in the Irish Tech News Business Showcase, get in contact with us at [email protected] or on Twitter: @SimonCocking

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