Mini Materials: From Hobbyist Dream to Realistic Miniature Construction Supplies

The Idea

The idea for Mini Materials originated when Mat Hofma, a passionate hobbyist, realized there was a significant gap in the market for realistic miniature construction supplies. Most model makers and hobbyists had to settle for plastic or less realistic versions of materials like bricks, wood, and concrete. Hofma started by creating tiny versions of these materials in his garage using real cement and wood to offer high-quality, life-like products. His attention to detail and commitment to authenticity set Mini Materials apart from competitors(Mini Materials).

With support from co-founder Erik Polumbo, the two expanded their offerings and launched the business online. The company quickly gained traction, especially after going viral on Reddit, where enthusiasts shared their excitement about the intricate details of Mini Materials’ products.

Challenges

While the concept of miniature building materials is novel, Waters faced significant challenges after taking over the company. Chief among them was modernizing operations and marketing. Although the company saw viral success on platforms like Reddit, traditional paid advertising campaigns underperformed. Particularly, Facebook ads during the holiday season only broke even(Ecommerce Tips)(Mini Materials).

Another challenge was expanding beyond a novelty audience and proving the product’s long-term viability. Despite appearing on Shark Tank, where Jared pitched for $100,000 in exchange for 20% equity, no deal was made, as the Sharks viewed the business as too niche(Shark Tank Success). This made it clear that scaling Mini Materials would require creative thinking and an expanded customer base.

Industry Context

The crafting and hobby industry, particularly the niche of model-making and dioramas, has grown alongside the rise of DIY culture. However, most offerings in this space rely on plastic or synthetic materials. Mini Materials differentiates itself by using actual cement and wood for more authentic, lifelike miniatures, offering a product that appeals to both serious hobbyists and casual DIYers who demand realism and quality. (Shark Tank Blog).

Founders

Originally started by Hofma, Mini Materials transitioned ownership in 2022 when Jared Waters acquired the business. Waters, with a background in business valuation, saw untapped potential in scaling the brand through modernized production techniques like 3D printing and laser cutting. His entrepreneurial vision was to take the company from a niche hobbyist’s dream to a national sensation(Shark Tank Blog).

Product

Mini Materials offers a wide range of products, all meticulously crafted to replicate real-life construction materials in miniature form. These products include:

• Miniature Cinder Blocks
• Mini Bricks
• Wooden Pallets
• Jersey Barriers
• Dimensional Lumber

Each item is crafted using the same materials as their full-sized counterparts—cement, wood, and metal. This commitment to authenticity has made Mini Materials a favorite among hobbyists and architects alike.

The company has also introduced DIY kits that allow customers to build their miniature structures, expanding their product offerings beyond individual materials.

USP

Mini Materials’ USP is the authenticity of its products. Unlike competitors that use plastic, Mini Materials creates miniatures from the same materials used in real-life construction, such as cement, wood, and mortar. This craftsmanship offers a tactile and realistic feel, making the miniatures popular among professionals, hobbyists, and enthusiasts(Shark Tank Success).

Competitors

While the miniature hobbyist market includes competitors like Tamiya and Diorama World, these companies often use synthetic materials. Mini Materials carves out its niche by offering an artisanal touch, using actual construction materials to give its miniatures a realistic edge(Ecommerce Tips).

Build

After the acquisition, Jared Waters introduced modern manufacturing techniques, including 3D printing and laser cutting. These advancements allowed the company to release over 30 new products within six months. The business continues to operate leanly, with just two core employees, while leveraging partners for specialized tasks(Mini Materials).

Implementation

Since taking over, Waters relocated the business from Virginia to Portland, Oregon, to access better resources and talent. He has invested heavily in product development, launching new items weekly. Marketing, however, remains a challenge, particularly in paid channels, where the company has yet to find a consistently successful strategy.

Growth

Despite its niche, Mini Materials has maintained steady growth. Monthly revenue sits at around $20,000, and the company has built a loyal customer base through direct-to-consumer sales and partnerships with hobby shops. The company saw a significant boost after its Shark Tank appearance, with sales spiking post-airing(Ecommerce Tips)(Shark Tank Success).

Pricing

Mini Materials’ products are priced from as low as $15 for mini cinder blocks to around $100 for larger custom sets. The pricing reflects the use of real materials and craftsmanship involved. The company operates a direct sales model through its website, occasionally offering discounts and promotional deals(Shark Tank Blog).

Key Takeaways

• Realistic craftsmanship: Mini Materials stands out by using real construction materials to create miniature versions, appealing to hobbyists and professionals.
• Scaling through technology: By adopting advanced manufacturing techniques like 3D printing, the company has been able to scale efficiently while maintaining high product quality.
• Niche market success: Despite being in a niche market, Mini Materials has grown steadily by leveraging social media and online communities to build a loyal customer base

Mini Materials, founded by Mat Hofma and Erik Polumbo and now owned by Jared Waters, has turned the world of miniature building supplies into a thriving business. By focusing on authenticity, innovation, and community engagement, the company has carved out a unique space in the market. With continued growth and new product innovations, Mini Materials is poised to remain a leader in the world of miniature construction for years to come.

Here’s our guide on “How to Find Niche Markets with High Growth Potential” if you’re inspired by Mini Materials’ quirky, and profitable, success story!