Optima: Bridging the Analog and Digital Worlds
Optima is a planning system designed to bridge the gap between the physical and digital worlds. Born out of a need for a more streamlined way to organize tasks, Optima combines the tactile experience of a traditional paper planner with the convenience and functionality of digital tools. Our flagship product, the Optima Planner, offers a unique blend of handwritten organization and smart AI-powered suggestions to help users prioritize and stay on track. With features like seamless calendar integration and a flexible design, Optima aims to reduce anxiety around forgotten tasks while providing the structure needed to achieve personal and professional goals. Whether you’re a high achiever, a student, or someone looking for better organization, Optima is built to help you thrive in both your personal and digital life.
01
How It Started
Optima is a company Linda and I have built with many others along our journey. We started it way back when, right after graduating from RISD and Brown University. Linda has always wanted to be an entrepreneur—and so did I—so we dove into this endeavor head-on, with only a vague idea of how to build a business.
02
Finding Focus
In June 2025, we kicked off our market research around Boston Commons. Armed with Linda’s expertise in qualitative research and my experience from ENGN1010, along with insights from our studio classes with Ian Halpern, we identified a niche: people who rely on physical planners while juggling multiple digital calendars. At first, the gap didn’t seem like a pressing issue, but we saw an opportunity to create something better. We believed that with the right design and scope, we could seamlessly bridge the analog and digital worlds—so we committed to building it.
03
Make It Real
In July 2025, we started pitching our ideas and, to our excitement, secured a spot in the RIHub program, gaining office space in Providence and Boston for six months—our first real step toward building Optima. As we gained momentum, we registered the business, finalized our name and logo, and secured our website—small but essential milestones that shaped what Optima is today.
04
Our First MVPs
I worked full-time on Optima while Linda contributed part-time. After interviewing 10 candidates, I selected two talented CS interns from Brown University. With no prior coding experience, I learned to build an app using Cursor AI, while our interns handled API and backend integrations. Together, we built our first MVP in Flutter—functional but without a refined UI, guided by a clear UX vision. At the same time, we sourced a supplier from China and printed our first batch of planners.
05
Award Winning
September was a whirlwind. With my lease at 257 Thayer St ending, I had to choose where to settle next. In a bold move, I headed to New York, working on Optima from the New York Public Library—an unexpectedly perfect workspace. Amid grant and award applications, I vividly remember walking through Bryant Park when Amanda from the CADE Prize called—we had made the Final 15. Next stop: Florida for the awards ceremony and our second expo.
06
Scale & Beyond
As we moved forward, I took on a job, which limited the time I could dedicate to Optima. To keep things progressing, we outsourced key tasks. We hired a UI designer from the same design studio behind TickTick—the app I once used. We also brought on Daniel, our marketing lead and a great asset to our team. With Daniel and our two marketing interns from UCLA on board, we started producing content and building our social media presence. We made our first sale for the July planner in March.
07
Lessons Learned
This journey has taught me a lot. Being results-driven has kept us focused, but joining the right communities and connecting with others who believe in the vision has been just as important. Discipline has been critical, especially with a seasonal product, and I’ve learned how powerful the right words and clear communication can be. I’m grateful for the support we’ve received, and for holding onto an idea that others want to be part of. Above all, I’ve learned that the hardest part of a startup is continuing to push forward, even when motivation isn’t there. It’s a reminder that the work doesn’t stop, no matter how tough it gets.