How a Reddit Discovery Turned into Mini Materials’ Triumph

Meet Jared Waters, the owner of Mini Materials, a unique venture that turns ordinary building materials into extraordinary miniatures.

In this interview, Jared shares his journey from discovering Mini Materials on Reddit to taking the helm as its second owner. With a background in making and designing, he reveals how his skills align perfectly with the business, bringing a fresh perspective to a niche market that captivates hobbyists and creatives alike.

Delve into the world of miniatures with us as Jared discusses the intricate process of designing, the commitment to realism, and his strategies in scaling this enterprise.

Jared Waters’ Journey to Owning Mini Materials

SBS – What inspired you to start Mini Materials, and how did you identify your niche market?

Jared – I am actually the second owner of Mini Materials. I came across the company on Reddit and immediately fell in love with it. I have always been a maker and designer, and so many of the skills needed to run Mini Materials were a natural fit. Miniatures are a small but rich niche that includes lots of hobbyists and creatives, so I knew I could do more as the new owner of the business.

Crafting the World in Miniature

SBS – Can you describe the process of designing and manufacturing your miniature products?

Jared – The great thing about miniatures is that you’re usually reproducing something that already exists. The challenge is designing something that can be produced in large quantities yet still has the right feel in miniature form. We use 3D printers, industrial printers, and laser cutters to create mini objects from wood, plastic, and metal.

Ensuring Realism in Miniatures

SBS – How do you ensure the quality and realism of your miniatures?

Jared – We start with our in-house designs. Many mass-market imports don’t look quite right because they are based on sizes and designs from overseas. Then, we use authentic materials. Bricks made from cement and lumber made from solid wood look real at scale because they are. No tricks or fancy painting needed.

Effective Marketing in a Niche Market

SBS – What have been the most effective marketing strategies for reaching your target audience?

Jared – We are present in online communities like Facebook and Reddit and share the cool things people are building on our popular Instagram page.

From Cinder Blocks to Diverse Miniature World

SBS – How has your product range evolved since you started the business?

Jared – In the very beginning, it was just the cinder blocks in the 1:12 scale. Now, we offer tons of other building materials, like dimensional lumber and bricks, in a large assortment of styles and scales. We’ve also added tons of accessories, and this year, we are really focusing on DIY kits to get people building.

Scaling Challenges in the Miniature Business

SBS – What challenges have you faced in scaling your business, and how have you overcome them?

Jared – Marketing is a constant challenge. There is so much you can and need to do that it can be difficult to focus on the right things. Recently, we hired a dedicated freelancer to help manage that load.

Managing Custom Orders and Quick Production

SBS – How do you manage inventory and fulfillment, especially for custom orders?

Jared – We are a very quick manufacturer. Most custom orders still ship out within 24 hours, and we can ramp up production pretty quickly. However, very large orders can still be an issue. We are currently making 120 kits for a school, and each kit has 309 pieces. It is a challenge solved by being honest about limitations in production and working hard to keep production rolling.

Role of Customer Feedback in Mini Materials

SBS – What role does customer feedback play in your product development process?

Jared – Not enough! We get lots of positive feedback from customers who love what we are doing. We do listen to every email and post comment we get, but we’d love to get more feedback about our new products.

Creativity Meets Business in Running a Miniature Company

SBS – How do you balance creativity and business acumen when running Mini Materials?

Jared – Both creatively and in business, you can always do more. You can make one more social media post, one more marketing email, one more batch of products, etc. There is a balance, but it is like being on a tightrope at times. I try to achieve that balance by making my processes as simple as they can be. I also ask myself about impact — Will this task have more or less of an impact than that task? From there I focus on where I can deliver the most.

Strategic Collaborations and Promotions

SBS – Have you collaborated with any other brands or influencers to promote your products?

Jared – Somewhat. We’ve had a few successful collaborations with creators like DIY Garage on YouTube. We supplied him with raw materials, and he made some amazing build videos. Sadly, many collaborations don’t result in successful execution, so we are much more selective about the people and projects we work with.

Guidance for Niche Market Newcomers

SBS – What advice do you have for small business owners entering a niche market?

Jared – Focus on sales and marketing. There have been many times I’ve had a great product idea for something outside of Mini Materials, but without a way to let people know about and buy your product, you won’t be able to sell it. Building an audience is much harder than building a product.

Future Endeavors and Expanding Mini Materials

SBS – What are your future plans for Mini Materials, and do you foresee expanding into new product lines or markets?

Jared – We are most focused on building kits. You’ll see an entire line of them using all sorts of materials in the coming months. It will be a lot of fun!