Dustin Sutton is a real estate professional by trade.
But that didn’t stop him from building a company around his passion for golf.
Noticing a gap in the golf tech market, he dove headfirst into designing and developing a prototype for smart glasses that display real-time game data for golfers.
That prototype is known today as RangEZ.
We talked with Dustin about how he came up with the idea, where the company stands today and his advice for other entrepreneurs looking to gain support and funding.
Check it out below…
Hello, who are you and what is the name of your company?
I’m Dustin Sutton, the founder of RangEZ, a company dedicated to revolutionizing the golf experience through innovative technology. My journey into this venture combines my professional background in commercial real estate and technology with a personal passion for golf.
My experience in the real estate and tech sectors has always centered around innovation and leveraging technology to solve real-world problems. However, it was on the golf course where the idea for RangEZ took shape. While playing with friends, I observed the variety of aids we were using to enhance gameplay – my friend was using a rangefinder while I was using a mobile app that syncs with my phone and watch.
Despite their usefulness, none offered a seamless, integrated experience. It struck me: what if there was a device that displayed essential data directly within our line of sight, without disrupting or slowing down the game? This question sparked the idea for RangEZ – smart glasses that use augmented reality to display real-time game data right before the golfer’s eyes.
The inception of RangEZ was about addressing a gap in the golf tech market and enhancing an activity I enjoy. Our goal is to blend the tradition and integrity of golf with modern technology, making the game more enjoyable and accessible for players of all levels. This ambition to innovate within a sport I love is what RangEZ.
What was the process of getting the company off the ground?
The journey of bringing RangEZ to life has been a blend of innovation, strategic planning, and sheer determination. The initial spark came while I was on the golf course, leading to an extensive online search to see if a product like RangEZ already existed.
Finding none, I was inspired to explore the potential of this idea. The concept of blending hardware and software to enhance the golf experience with AR technology started taking shape. This idea was so captivating that I spent a sleepless night drafting a comprehensive plan, which laid the groundwork for RangEZ.
I realized the need for expert guidance and discovered SDSI (San Diego Sports Innovators) through a local business journal. Their support for sports-related entrepreneurial ventures resonated with my vision. Joining their gateway program, I was paired with a mentor who has been very helpful in guiding RangEZ’s development.
Significant progress has been made since then. RangEZ, Inc. has been established as a C-corp, and a provisional patent has been secured. We’ve begun assembling a skilled team, including a fractional CFO, and are in the process of hiring a CTO. Our current focus is on our seed/angel funding round, essential for transforming our preliminary designs into a tangible prototype.
Throughout this process, I sought inspiration from various tech startups, particularly those successfully merging hardware and software. Though direct customer feedback wasn’t initially available, the market’s gap and growing interest in tech-integrated sports equipment indicated a promising market fit. We’ve aimed to create a product that appeals not only to tech-savvy golfers but is also accessible to a broader audience.
RangEZ is more than just a product; it’s a testament to the power of creativity and the thrill of bringing an innovative concept to the sports tech market. With a clear roadmap ahead, we’re excited to secure funding, finalize our prototype, and prepare for market launch, marking the next significant phase in RangEZ’s journey.
How is the company doing today and what does the future look like?
RangEZ is currently in an exciting phase of development. We’re actively working on finalizing our prototype for the augmented reality golf glasses, which is a significant milestone in our journey.
Today, we’re focused on our seed/angel funding round, which is crucial for accelerating our development process. We have a talented fractional CFO on board and are in the process of hiring a Chief Technology Officer (CTO) to spearhead the technical aspects of our product development.
Looking ahead, the future of RangEZ is promising and dynamic. Once the prototype is developed and tested, our next major step will be to launch it in the market. This will be timed to capitalize on key selling periods, like the tournament and holiday seasons, to maximize our reach and impact.
As golf continues to evolve, we see RangEZ playing a significant role in this transformation, offering golfers a unique, tech-enhanced playing experience.
Our long-term vision includes expanding our product line, exploring other applications of this technology, and continually innovating to stay ahead in the sports tech industry. With a strong team, clear strategy, and the support of our mentors and investors, RangEZ is well-positioned for success and growth in the coming years.
Through starting the business have you learned anything particularly helpful or advantageous?
Starting RangEZ has been an enlightening journey, teaching me valuable lessons about entrepreneurship, collaboration, and resilience. It might be the most challenging and most fulfilling experience that I have had in my professional life.
One key realization is that an idea, no matter how groundbreaking, cannot flourish in isolation. The importance of seeking advice and support from those aligned with your vision cannot be overstated. I learned that most people are willing to help, but the onus is on you to approach the right individuals and be open to honest, sometimes challenging, feedback. This process of building networks and leveraging expertise has been critical in shaping RangEZ’s path.
In the very early stages, I encountered challenges that tested my resolve and adaptability. Learning to be organized, focused, and intentional was paramount. There were moments of doubt and times when the sheer scale of turning an idea into reality seemed daunting. However, these challenges only reinforced my passion and commitment to the project.
One of the best decisions I made was to prioritize strategic partnership efforts. Aligning with the right people and organizations, like SDSI, provided not just resources but also invaluable mentorship.
Moreover, understanding and tapping into current trends in sports technology proved advantageous. These factors, coupled with a bit of good timing and luck, have played a significant role in the progress of RangEZ. Through this process, I’ve honed skills like strategic planning, adaptability, and clear communication.
The ability to think both big picture and pay attention to the minutiae has been essential. Most importantly, I’ve learned that passion is a powerful driver, but it must be coupled with practical, strategic actions to bring a vision to life.
What advice do you have for founders looking to raise capital?
For founders embarking on the journey of raising capital, my experience offers several insights and pieces of advice that could prove beneficial:
1. Embrace Rejection as a Learning Opportunity:
Fundraising is often a path lined with “nos,” but each rejection holds valuable feedback. When investors say no, probe for the reasons. What are they looking for that they didn’t see? Can they refer you to someone else who might be interested, or do they have suggestions for your next steps? Every objection is an opportunity to refine your approach. I’m still in the fundraising phase, and each time I face a setback, I use it to recalibrate and improve my pitch and strategy.
2. Be Ready to Pivot, but Hold Onto Your “Why”:
Flexibility is key in the fundraising process. Be prepared to pivot and make changes based on feedback. However, it’s equally important to stay true to your core mission – your “why.” For me, part of the “why” is addressing the lack of diversity in golf, tech, and startup funding. As a Black founder, RangEZ is more than just a product; it’s about paving the way and showing that it’s possible to create something unique and impactful, regardless of the industry’s existing demographics.
3. Crafting a Compelling Deck and Story:
Your pitch deck and story are crucial. They not only convey the details of your business but also your passion and vision. A successful deck is clear, concise, and compelling, highlighting the problem, your solution, the market potential, and your business model. It should also reflect your unique perspective and the deeper purpose behind your venture.
4. Finding and Approaching Investors:
Identifying the right investors is as important as having a great idea. Research investors who align with your industry and have a history of supporting similar ventures. Networking events, industry conferences, and accelerator programs are great platforms for finding potential investors. When approaching them, be direct but respectful, and always be prepared to succinctly present your vision and the value proposition.
5. Handling the Emotional Toll:
Dealing with rejection requires mental and emotional resilience. It’s important to not take “nos” personally – they’re a part of the journey. Stay focused on your goal, and don’t let setbacks deter your enthusiasm and commitment. A supportive network, whether it’s mentors, fellow entrepreneurs, or even family and friends, can be invaluable during this process.
6. Utilizing the Funds Wisely:
Think carefully about how you’ll use the funds you raise. Every dollar should contribute to advancing your business goals – whether it’s product development, market research, hiring key staff, or marketing. Having a clear plan for your funding will not only help in the efficient use of resources but also demonstrate to investors that you’re thoughtful and strategic about your business.
My main takeaways are that while fundraising can be challenging, it’s also an opportunity for growth and refinement. Stay open to feedback, be flexible, but also remain committed to your foundational purpose. When you are creating a business, you’re creating a path that others can follow.
What are some predictions you have for the industry over the next year?
In the golf industry, the next year is poised to witness significant advancements and innovations, particularly in the integration of technology and artificial intelligence.
Currently, the sport utilizes a variety of tools like self-driving carts, launch monitors, and other tech-driven aids that enhance the playing experience. The trend I foresee is the deepening involvement of AI and data analytics in reshaping how golfers approach and play the game.
1. AI as a Caddie and Personal Assistant:
Imagine having a virtual caddie who knows your game inside and out – this is where I see the industry heading. AI can analyze a player’s past performances, swings, and even course conditions to offer tailored advice on club selection, shot direction, and strategy. This level of personalized assistance is beyond what we currently experience and will revolutionize the way golfers interact with the sport.
2. Data-Driven Improvement and Strategy:
The use of data in golf is set to become more sophisticated. By harnessing data from various sources – weather conditions, course topography, and player statistics – AI systems can provide insights that were previously unattainable. This data-centric approach will not only make the game more enjoyable but also more competitive, as players leverage this information to fine-tune their skills and strategies.
3. Technological Disruption in Golf Equipment:
As we progress, I predict further innovations in golf equipment, incorporating more technology directly into the gear. Smart clubs equipped with sensors, interactive and augmented reality-based training systems, and even more advanced wearable tech are likely to emerge. These innovations will make the game more accessible and enjoyable, catering to a new generation of golfers who value tech integration in their sports.
The future of golf looks incredibly exciting, with AI and technology set to play pivotal roles. As the founder of RangEZ, I am particularly keen on these developments, as they align with our vision of enhancing the golf experience through tech. The possibilities are vast, and I believe we are just scratching the surface of what can be achieved in marrying technology with traditional sports like golf.
Are there any particular tools, software, or resources you use to be more productive?
In my quest to optimize productivity for RangEZ, I’ve integrated a variety of tools and resources into my daily routine, ensuring efficiency and organization.
1. Chat GPT:
Chat GPT has been instrumental in refining and editing my ideas. While it’s not the sole solution, it greatly aids in organizing thoughts and enhancing communication clarity. I use it as a brainstorming partner to streamline my ideas and ensure they’re presented effectively.
2. Google Suite:
The Google suite of tools, especially Google Docs and Google Drive, are staples in my daily operations. They provide a centralized, easily accessible platform for document creation, storage, and collaboration. The ability to share and edit documents in real time with team members and advisors has simplified project management and content development processes significantly.
3. Calendar and Email Integration:
My calendar and email are crucial for time management and keeping track of my commitments. I heavily rely on these tools to schedule meetings, set reminders, and stay on top of my tasks. If an event or task isn’t on my calendar, it’s almost as if it doesn’t exist! This system helps ensure that I never miss important deadlines or meetings. I also use Calendly to allow other people to book time on my schedule.
4. Business Hacks:
One of my key business hacks is the strategic use of automation for repetitive tasks. Automation tools help streamline operations, from email responses to scheduling. This not only saves time but also allows me to focus on more critical aspects of the business.
What advice do you have for founders trying to build a team and hire talent?
For founders looking to build a team and hire talent, being intentional in your approach is key. Here are some insights based on my experience with RangEZ:
1. Finding the Right Talent:
When it comes to assembling a team, especially in the early stages, it’s crucial to surround yourself with individuals you trust, respect, and can collaborate with effectively. You don’t always have to agree on everything, but you do need to be able to work through challenges together efficiently. For RangEZ, I focused on finding people whose values aligned with the company’s vision and who shared a standard of excellence and integrity.
2. The Interview Process:
During interviews, my focus is not just on technical skills but also on how candidates fit into the company culture. Questions are framed to understand their problem-solving approaches, how they handle stress, and their ability to work and communicate in a team. It’s important to gauge if they can shoulder responsibilities and align with your company’s ethos.
3. Building Company Culture:
Creating a company culture that fosters camaraderie starts with open, clear communication. Sharing the company’s vision, goals, and why they matter helps everyone to see the bigger picture. Celebrate small wins, encourage feedback, and create an environment where everyone feels valued and heard. This approach helps in building a cohesive team that is committed to the company’s success.
4. Learning to Delegate and Trust:
Delegation is a crucial skill for any leader. Learning to trust your team with responsibilities comes from understanding their strengths and allowing them room to grow and take ownership. Regular check-ins and providing constructive feedback can help in building mutual trust. You need partners and team members who can carry the load and stand with you through thick and thin.
Look for individuals whom you would willingly “go to war with.” This means finding people who are not only skilled but who also share your vision, values, and commitment to excellence. Building a successful team is a deliberate process that requires time, patience, and a clear understanding of your company’s needs and culture.
Are there any books & podcasts you recommend?
Podcasts:
- “Tools, Talents, and Techniques”: My own podcast, where I delve into various journeys and lessons from executives and entrepreneurs.
- “The Tim Ferriss Show”: Tim Ferriss offers a wealth of knowledge, interviewing top performers from diverse industries. It’s a great resource for learning about efficiency, productivity, and personal development.
- For business-focused content, “How I Built This with Guy Raz” is excellent. It explores the stories behind some of the world’s best-known companies.
Books:
- “Simple Custom Wild” by Stanislav Synco: A thought-provoking read on innovation and creativity in business. It is essentially a guide for non-technical entrepreneurs on how to build tech products.
- “The E-Myth Revisited” by Michael Gerber: Essential reading for anyone starting a business, offering valuable insights into the entrepreneurial journey. It’s like business school in a book.
- “Lean Startup” by Eric Ries: This book is a must for startup founders, focusing on how to efficiently build a business through innovative product development and iterative design.
- “Zero to One” by Peter Thiel: A great resource for understanding what it takes to build unique and successful startups.
These resources have been instrumental in shaping my understanding and approach to business, offering a balance of practical advice, innovative strategies, and inspiring stories.
Are you currently hiring and if so, where can people apply and find out more?
I’m in the process of bringing a CTO on board and plan to expand our team starting this spring.
For now, I invite everyone to connect with me on LinkedIn for some thrilling updates we have in store over the next few months. Stay tuned!
