Flic Shortcut Labs Feature

Interview with Pranav Kosuri from Shortcut Labs’ Flic

Flic – the wireless smart button

flic-button-with-outlineFlic is a physical button that triggers your favourite apps and functions on your smartphone with the simple push of a button. With Flic you are able to send a distress message to your loved ones, or control your smart home with a push of a button.

Flic launched as a crowdfunding project on Indiegogo and raised $900 000 in pre-orders. With partners like Philips-Hue, Spotify, Logitech and Sonos Flic is positioning itself as the bridge between the digital and physical world.

Tell us a bit about yourself. Who are you and what do you do?
My name is Pranav Kosuri and i am co-founder & CCO at Shortcut Labs that developed Flic.

Pranav Cosuri, Flic

My everyday life is a mix between meetings with partners and team management. Then sometimes I play Smash Brothers on the Nintentdo DS we have in our office.

What does a typical day in your life look like?

We have grown really fast and we have been able to build a fantastic team of 20 people. My role, together with my co-founders, has been to build this team and get Flic to the market.

My everyday life is a mix between meetings with partners and team management. Then sometimes I play Smash Brothers on the Nintentdo DS we have in our office.

flic for distress messaging

Tell us something that most people don’t know about you

I have an M.Sc in Molecular Biology and after graduation I moved to China and worked for an Indian mining company.

I am also half Danish 🙂

How did you come up with the idea for your product and what made you “go for it”
When my co-founder Joacim Westlund wanted to track his tobacco consumption, he developed an app for it. But pulling out his phone and navigating through multiple apps to find the right one proved frustrating, thats where the idea of make a device that made it easy to trigger these functions. From there Me, Pranav Kosuri, Joacim Westlund and Amir Sharifat developed a concept of creating Flic.

What made you decide to go with crowdfunding (or venture capital)?

We thought Crowdfunding would be a great go-to-market strategy since most people on platforms like Indiegogo and Kickstarters are early adopters, tech savvy and that they would understand what we are trying to do.

Turned out that we were right!

What is the best decision you’ve ever made with your product (financial, emotional, educational) that led to the product we’re experiencing today?
Keep pushing on even thou there were a lot (A LOT!) of hard times and bumps in the road.

flic for elderly

Where do you see your company or your company’s focus in 1-2 years?
We are building a great ecosystem around our product Flic. With our open SDK third party apps can implement support for Flic and in that way people can have Flic as an added value to their exiting products. In this way Flic will be THE external trigger for IOT products in the coming 1-2years.
If you could time travel back to day one of your start­up and have 15min with your former self to communicate any lessons you’ve acquired with the intention of saving yourself mistakes and heartache, what would you tell yourself?
Engage with more people and make them involved in your project. Don’t try to do everything yourself because you will not have time.

Pranav Cosuri, Flic

Engage with your friends and family and ask for help, a lot of help!

Who has been the biggest influence on your life and work and why?
I think it is the whole startup community (both here and around the world). Hearing other entrepreneurs stories and struggles motivated /motivate me on pushing on and doing fun crazy stuff.
Any tips for aspiring entrepreneurs on how to facilitate a successful financing campaign?

Engage with your friends and family and ask for help, a lot of help!

Study your competitors and imitate what they are doing well and do it better.

What do you see as the biggest advancement in your technology sector over the next 5-10 years?
IOT in general is really taking of and the big part connected devices has become of our everyday life.
What do you see as the biggest risk in your technology sector over the next 5-10 years?
Larger companies not letting smaller players grow and be a part of the ecosystem.

Thank you for your time Pranav!

Wrapping it up

If you’d like to support Pranav and the Flic, check out website with link, the Indiegogo campaign and follow them on:
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There is 1 comment

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  1. Andrew Spoor

    A better question would be why do you and your company treat your funders and customers like !@#$? I have never seen such a huge number of complaints about the way they are being treated.

    I ordered at the beginning of October and still haven’t received mine. I keep getting emails from Shortcut Labs offering Black Friday discounts with guaranteed delivery by Christmas but all I want are the buttons I ordered and paid for in October. Nothing as yet. Amazon have for some time been offering next day service on the buttons Shortcut Labs have sent them.

    Just to recap…

    1. I am still waiting for my order placed and paid for at the beginning of October.
    2. Shortcut Labs have in preference to sending me my order started supplying Amazon.
    3. Shortcut labs have, since taking my money and not supplying my buttons, offered discounts to attract new customers.
    4. Shortcut Labs have guaranteed new customers will receive their orders before Christmas if placed before 3rd December.
    5. I AM STILL WAITING FOR MY ORDER!!!

    Pranav is so obsessed with taking your money that he is willing to treat his customers like !@#$.

    If you are considering doing business with these people have a Google and see if it’s worth the risk.


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