FOCUS - JUNE 2017 25 the partnership. “I understood the games’ pro- gramming, and he understood the business side,” Brodie explains. “We communicate well and have similar ideas, on both life and business.” Once assured nothing resembling their concept was already on the market, the pair began more focused basement tinkering. The initial pro- totype – their “Frankenstein,” they call it – started to take shape. The business’ demands eventu- ally overtook their daily activities. Brodie was first to transition to full- time participation in the company, the appropriately-named Inventing Future Technology Inc., or “IF-Tech.” “I’d begun my Masters at UOIT,” Brodie recalls. “But I didn’t have time for that and IF-Tech, so I left the program. I could pick up where I left off later, but the time for IF-Tech’s product was now.” Given his wider responsibilities, Michael’s tipping point arrived later by six months. “My wife was extremely sup- portive, as was the rest of the fam- ily. That allowed me to make the decision to devote myself full-time to IF-Tech.” Dubbing their creation “ARAIG” (As Real as It Gets), they turned their attention to amassing capital to reach the “next level.” First, they had to raise their public profile. “Kickstarter” – an online crowd- funding site – proved to be the solution, as Brodie explained. “We had over a million hits, and eventually that got us me- dia attention. It also generated pre-orders, which provided working capital and validated our concept.” The success of the Kickstarter campaign sped their product’s development. “Educational facilities – Durham College, UOIT, George Brown College – worked on different as- pects through 2013, 2014, and 2015,” Michael explains. “And we were also able to hire an engineering firm to handle others.” Manufacturing a sensory body- suit presented its own challenges. To be comfortably worn for poten- tially lengthy stretches, weight and ergonomics were critical. Finding a manufacturer to develop a product containing fabric, plastic, and wiring required finding one willing to think beyond the box. “Many didn’t know how to inte- grate those factors because it was so different from traditional garments. The new process demanded a sub- stantial investment of their time and money. We made long-term relation- ships with those who saw the poten- tial and were willing to make those investments.” As the product development pro- cess accelerated, so did the publicity. “National Geographic approached us in early 2016,” Brodie says. “We did two shoots for their series ‘Machine Impossible.’” This international exposure was quickly followed by a high-profile appearance at home. “We shot an episode of ‘Dragon’s Den’ last May,” Michael recalls. “It was an interesting experience, and of course the exposure was great. We got to talk to people who know about entrepreneurship. In studio, our segment lasted an hour, not just the 8 minutes which aired – it was like a free consultation! “And in the end, [Dragon] Manjit offered us $500,000 in funding.” Their product launch – some 10 years in the making – is scheduled for October 31, 2017. “We’ve been pre-selling at $800 a unit,” reports Brodie. “With greater sales volume, we’ll bring that down to about $250.” “My wife was extremely sup- portive, as was the rest of the fam- ily. That allowed me to make the decision to devote myself full-time Dubbing their creation “ARAIG” (As Real as It Gets), they turned their attention to amassing capital to reach the “next level.” First, they had to raise their public profile. quickly followed by a high-profile course the exposure was great. We got to talk to people who know $800 a unit,” reports Brodie. “With greater sales volume, we’ll bring that down to about $250.” Brodie Stanfield shown wearing the body suit. ...................... Please turn to page 26 Register before July 21 and your name will be entered into a draw to win a $150 Gift Certificate www.ScugogChamber.ca Registration 12 Noon Shotgun Start 1PM BBQ Steak Dinner 6:30PM 18 Holes Golf Cart Putting Contest Great Prizes! Thursday August 17, 2017 Sunnybrae Golf and Country Club Tickets: $125.00/person BEST BALL FOR BUSINESS FOURTH ANNUAL Scugog Chamber of Commerce presents GOLFTOURNAMENT