The Solution to Stiletto Sore Feet
Flat Out of Heels is an established company with a decade of experience and sales under its belt.
With a new CEO at the helm, Flat Out of Heels has renewed energy and is excited to expand its reach utilizing more vending machines in 2021 to make getting access to our rollable flats easier while on the go.
Many celebrities have endorsed this product, including Eva Longoria, Swin Cash, Loren Ridinger, and more.
Founded in 2011 by serial entrepreneur and inventor Dawn Dickson, Flat Out of Heels offers stylish, comfortable, and rollable flats to relieve women’s aching feet from hours of wearing heels. The machine-washable flats are compact enough to fit in a clutch purse but durable enough for daily wear and come rolled tightly in a disposable box with a shoe bag conveniently included with the purchase. The product is available online, in stores, and vending machines across the US.
Now, with 10 years under its belt, Flat out of Heels is starting a new chapter, focusing on expanding its vending machine presence and sales with a new CEO, Danielle Shortt ready to lead the charge.
For all the high-heel hype, there’s one thing this shoe has never mastered: comfort. Heels quickly become uncomfortable—and sometimes downright painful—after just a few hours, leaving wearers stuck between a heel and a hard place.
Most women report that their high heels start to hurt after just over an hour, with some reporting they start to feel pain after just ten minutes. And when the pain is too much, women are forced to either suffer through the pain, pack an extra pair of shoes, or resort to walking around barefoot!
It creates the question: do you forsake style for comfort, or is there a better option?
Flat Out of Heels provides sweet relief for feet that just can’t take it anymore. Our rollable flats are compact enough to be carried as emergency footwear and durable enough to be worn all day for continuous comfort and style.
In addition to being sold online and in boutiques globally, Flat Out of Heels dispenses its flats out of PopShop vending machines, making it easy for women to get immediate relief on the go from the pain that plagues them after hours of wearing heels.
Previous Flat Out of Heels vending machines have been successfully placed in locations such as the Atlanta Airport, Club LIV and Bayside Marketplace in Miami, and the MGM Grand Hotel in Las Vegas. Last year, we were thrilled to be the first brand to be seen in a PopShop smart vending machine and now we have secured a vending machine partnership with PopCom, with 7 machines already sold to be launched in Q2-2021.
Perhaps, as a result, the shoe flats market is growing, selling out 8.9% higher year over year.
We have our target market segmented into four audiences: Teenage Girl, Collegiate Woman, Professional Woman, and Socialites. They are segmented by what they do most in heels -- travel, nightlife, work commute, etc -- appealing to their individual needs in our marketing campaigns.
We have seen successful sales in the years since our 2011 launch, with 90% of our sales coming from online purchases and products sold in over 65 retail stores globally. We were accepted into Goldman Sach’s 10,000 Small Business Program in 2017 and in 2019 we secured a partnership with DSW Shoes.
Flat out of Heels has been featured on MSNBC, CNN, Yahoo, Huffington Post, Forbes, Fortune and other top publications. We are also proud to have multiple celebrity endorsements including Loren Ridinger, Eva Longoria, Kandi Burruss, Meagan Good and Lala Anthony.
What We Do
Flat Out of Heels’ rubber soles are simultaneously durable and rollable, able to be tucked away or unpacked at a moment’s notice. This makes them a perfect solution for the person who wants a break from their heels but doesn’t want to ditch them entirely.
We select high-quality materials that are machine washable and dryer safe. Upon purchase, customers also receive a beautiful, branded vinyl bag in which they can place their Flat Outs (before use) or high heels (once removed).
The Business Model
Flat Out of Heels retail at $29.99 and wholesale at $10. Our flats retail on our website, in retail boutiques and in vending machines for $24.99, with certain styles going for $39.99, and cost just $3 to produce, leaving us a margin of 75%.
Flat Out of Heels are available for customization, which has been the staple of our revenue from 2017-2020 while our Founder focused on building out the vending machine program. Flat Out was B2B only for two years and relaunched the B2C store in 2020.
How We Are Different
We’re a woman-owned business that seeks to empower other women by solving a problem we ourselves have experienced.
Our creative distribution strategies, like selling our flats in vending machines gives us an important edge of convenience and innovation.
We make sure our flats do not cut corners on quality like other competitors we have seen. Our hard, durable soles roll and fold, but are also hard enough for daily wear and keeping out unwanted rocks or glass.
We believe our celebrity endorsements—all unpaid—demonstrate just how much of an impact we’ve been making.
We believe we have only scratched the surface of what we can do, and with motivated and energetic new leadership, we’re poised to take things to the next level.
After running Flat Out of Heels since its founding in 2011, founder and former CEO Dawn Dickson passed the reigns of her successful company over to our new CEO, Danielle Shortt in August 2020.
Danielle has almost a decade of experience delivering dynamic, competent, powerful and exceptional results in the marketing realm, including experience she gained as a digital marketing strategist at our very own Flat Out of Heels.
She is motivated and extremely knowledgeable about industry trends and customer behavior needs—and she’s ready to take over and give Flat Out of Heels the support it needs to continue to roll out results.
As vaccines roll out and the world begins to open back up, we wouldn’t be surprised if high-heel fanatics out on the town have forgotten just how much heels hurt.
We believe that the implementation of new Flat Out vending machines in strategic locations all over will be perfectly timed with a resurgence in Americans’ social lives.
Flat Out of Heels makes rollable ballet-style flats that can be used as an emergency flat or worn for an everyday look. These shoes have taken up residence in the purses of celebrities ranging from WNBA star Swin Cash to actress Eva Longoria, with features in publications such as MSNBC, CNN, Yahoo, Huffington Post, Forbes, Fortune, and more.
She has founded five successful cash flow positive companies since 2001, including Flat Out of Heels (2011) where she serves as Executive Chairman (working 5 hours a week) and PopCom (2017) where she serves as full time CEO.
Dawn has received numerous awards and accolades for her business savvy and pitching skills, and has been invited to speak on numerous panels and workshops and featured in countless media outlets including being named to the inaugural Forbes Next 1000 list, being featured on the cover of Black Enterprise, seen in Entrepreneur magazine, Fortune, Fast Company, Venture Beat, Huffington Post, Essence Magazine, CNBC/Yahoo series ‘The Biz Fix’ with Marcus Lemonis, and MSNBC ‘Your Biz’ Elevator Pitch. Dawn has an expertise in raising traditional and non-traditional business capital, having raised millions of dollars for her ventures since 2001. In 2019, Dawn became the first female CEO globally to raise a secure token offering (STO) over $1 million using equity crowdfunding under Reg CF the JOBS Act. In 2020, Dawn raised a second fully subscribed equity crowdfunding campaign and a Reg A+ campaign bringing her total to $3M raised from over 5000 investors.
A recognized leader in entrepreneurship and technology, Dawn was in invited to testify before a Congressional Committee on Small Business in March 2020 in a hearing titled “Building Blocks of Change: The Benefits of Blockchain Technology for Small Businesses”. Dawn is the winner of the 2020 OBWS Entrepreneur of the Year award, a graduate of the 2019 Nasdaq Milestone Maker program, she was honored as one of the National Urban League Young Professionals ‘Heroes in the Movement’, featured as INC Magazine Top 100 Female Founders, featured in Who’s Who in Black Columbus, Who Who’s in Black Atlanta, and honored as one of Legacy Miami’s Top 40 Under 40 Leaders in South Florida. Dawn was awarded a design patent in 2020 for her invention of the PopShop Digital pop-up shop, an innovative new vending machine that leverages facial recognition and machine learning technology to capture customer data and insights.
Dawn received her B.A. in Journalism from The Ohio State University and studied technology at DeVry University. Dawn is a Techstars alumni, completing the program for her technology company PopCom in 2017. Additionally, Dawn is the host of the BARS! Podcast on Apple and Spotify where she shares her key learning as an entrepreneur over a hip-hop soundtrack. Dawn is a seasoned professional speaker, business advisor and angel investor. She continues to be recognized as one of the nation’s top retail tech entrepreneurs.
As the CEO of Flat Out of Heels, LLC a women’s footwear company that encourages women to step out of pain inducing stilettos and step in to stylish, comfortable and convenient flats, Danielle is consistently innovating in the industry of marketing. Gracefully helping to bring million-dollar ideas to life while always striving to build the communities of her clients, and bring joy to the end consumer by selflessly working on their behalf.
Danielle graduated from Wright State University in Dayton, Ohio with a bachelor’s degree in marketing. Born in Atlanta, GA and raised in Columbus, OH, Danielle now resides in Washington D.C. area where she has dedicated herself to living life on unwavering principles of excellence, integrity, trustworthiness, and service to others.
Danielle currently serves as the full-time CEO of Flat Out of Heels, working 40 hours a week.
Maximum Number of Shares Offered subject to adjustment for bonus shares
A crowdfunding investment involves risk. You should not invest any funds in this offering unless you can afford to lose your entire investment. In making an investment decision, investors must rely on their own examination of the issuer and the terms of the offering, including the merits and risks involved. These securities have not been recommended or approved by any federal or state securities commission or regulatory authority. Furthermore, these authorities have not passed upon the accuracy or adequacy of this document. The U.S. Securities and Exchange Commission does not pass upon the merits of any securities offered or the terms of the offering, nor does it pass upon the accuracy or completeness of any offering document or literature. These securities are offered under an exemption from registration; however, the U.S. Securities and Exchange Commission has not made an independent determination that these securities are exempt from registration.
Flat Out of Heels LLC
1521 Alton Road, 592, Miami Beach, FL 33139
Minimum Investment Amount
Class B Non-Voting Units
Minimum Number of Shares Offered
Maximum Number of Shares Offered
Price per Share
*Maximum Number of Shares offered subject to adjustment for bonus shares. See Bonus info below.
Friends and Family Early Birds
Invest within the first 48 hours and receive additional 10% Bonus Shares.
Super Early Bird Bonus
Invest within the first week and receive additional 7% Bonus Shares.
Early Bird Bonus
Invest within the first two weeks and receive an additional 5% Bonus Shares.
Silver Tier | $1,000
Invest $1,000 and receive 2% Bonus Shares.
Gold Tier | $2,500+
Invest $2,500 and receive 5% Bonus Shares.
Platinum Tier | $5,000+
Invest $5,000 and receive 10% Bonus Shares.
*All perks occur when the offering is completed.
Flat Out of Heels, LLC will offer 10% additional bonus shares for all investments that are committed by investors that are eligible for the StartEngine Crowdfunding Inc. OWNer's bonus.
This means eligible StartEngine shareholders will receive a 10% bonus for any shares they purchase in this offering. For example, if you buy 100 Class B Non-Voting Units at $22.87 / unit, you will receive an additional 10 units, meaning you'll own 110 units for $2,287. Fractional shares will not be distributed and share bonuses will be determined by rounding down to the nearest whole share.
This 10% Bonus is only valid during the investors' eligibility period. Investors eligible for this bonus will also have priority if they are on a waitlist to invest and the company surpasses its maximum funding goal. They will have the first opportunity to invest should room in the offering become available if prior investments are cancelled or fail.
Investors will only receive a single bonus, which will be the highest bonus rate they are eligible for.
The newly released Retail Kiosk Report, in collaboration with USA Technologies, tracks the growth and the use cases across 11 retail segments. Plus, Flat Out of Heels founder Dawn Dickson takes us inside one of the segments driving that growth: kiosks that sell shoes.
Flat Out of Heels sells rollable ballet flats for women. CEO Dawn Dickson launched the Miami-based company in 2012, and the product has been selling like crazy ever since. She even started a second company to build vending machines to sell them.
f you’re like most fashionistas, you probably love heels but can only wear them for so long. Dawn Dickson the Founder of Flat Out of Heels has a solution for stiletto sore feet. Her rollable ballet flats are durable enough for daily wear but compact enough to carry in a clutch purse.
In February 2011, during a night out on the town, Dawn Dickson experienced something many women face on a daily basis. “I was out one-night wearing stilettos and my feet were killing me. I thought to myself ‘why aren’t there vending machines that sell flats so that I can get some relief...
Flat Out of Heels is pleased to announce the appointment of Danielle Shortt to the position of Chief Executive Officer. Founded in 2011, the company is enjoying massive success for its innovative rollable flats designed to relieve women from the pain of wearing heels for hours.
Our goal is to give away 100 pairs of Flat Out of Heels to Dress for Success. We are donating a free pair for every pair purchased in February. Please save your feet and help us support women in need. http://FlatOutofHeels.com. Please share, repost, and spread the love.
FINAL HOURS! We have reached the final hours of our crowdfunding campaign. Make history with us! You can invest now for a minimum of $160 We want to send a special thank you to all of our investors that have decided to join us on our journey to save soles worldwide. It means so much to us to have you as a part of the community to help us grow. If you are interested in investing with us, there's still time (not a lot because it ends today!). Make history with us by clicking the link below, and if you’ve already invested and want to invest more, you can before the seed round closes!
WOW! We have come to the last day of our crowdfunding campaign. We want to send a special thank you to all of our investors that have decided to join us on our journey to save soles worldwide. It means so much to us to have you as a part of the community to help us grow. If you are interested in investing with us for a minimum of $160, there's still time (not a lot because it ends today!). Make history with us by clicking the link below, and if you’ve already invested and want to invest more, you can before the seed round closes!
There's no denying it - Flat Out of Heels is SO grateful to the investors who have joined us this far. If that is you - we cannot WAIT to continue this fantastic scale and broaden our e-commerce sales and with the implementation of the new Flat Out of Heels vending machines. We've raised $222,363 in our StartEngine Reg CF campaign so far, and with only ONE day remaining to invest, this is your LAST chance to join us in our journey for empowering women & making them comfortable.
Invest today & save soles with us!
For the new followers of our campaign page here at StartEngine, you've come at just the right time. This is your chance to be an owner of a company that is empowering women at SCALE. Why Should You Invest?
Real, Recognized Success - Flat Out of Heels is an established company with over a decade of experience and sales under our belt. Fresh
Eyes & Sights on The Horizon - With a new CEO at the helm, Flat Out of Heels has renewed energy and is excited to expand its reach utilizing more vending machines in 2021 to make getting access to our rollable flats easier while on the go.
Traction & Influence - Many celebrities have endorsed this product, including Eva Longoria, Swin Cash, Loren Ridinger, and more. We aren't messing around - Invest today!
It's October and we're officially four days away from making history! Thank you to all that have joined #TeamFlatOut and invested in Flat Out of Heels. Now is your time to invest in our growing company before our seed round closes! Help us continue in the journey of saving women's soles. Invest today before it's too late! Thank you in advance! We’d love to have you join #TeamFlatOut
For every woman and every life moment. Those attending their highly anticipated high school prom, commanding their college campus, climbing corporate ladders, show- stopping at the hottest social events, or casually commuting through their everyday life. You’re busy moving and shaking from the boardroom to the dance floor, spreading your beautiful social butterfly wings or simply running daily errands and the last thing you need is sore feet caused by uncomfortable shoes slowing you down. We get it and we’re on a mission to save soles by providing comfort for women’s aching feet worldwide. These moments are important - Invest Today to Help Women Around the World Look & FEEL their best.
We’re not only a women’s footwear solution to sore and aching feet caused by wearing uncomfortable shoes. There’s more. We are here to serve women and encourage our customer to be comfortable AKA be HERSELF. What really makes Flat Out of Heels so fantastic is exactly that, our customer. Whether you are a user of our product or just here to support our cause, we thank you!
Invest today to join #teamflatout!
2 Weeks left!
By teaming up with @popcomtech we've been able to go back to the original reason why we were created and that was to bring you relief from painful high heels in vending machines! We now have two vending machines located in the US (Columbus, OH and Dallas, TX), and 10 more in the works! Our mission is coming true with the hard work of our team & the support of our investors. We are so grateful to those who have joined us so far. Invest in Flat Out of Heels today - only 17 Days left! Will you join our team and help us reach our goal?
Who Needs Flat Outs?
The business commuter, the busy mom, the late night party goer, the traveler, the student...women with aching feet everywhere! With vending machines in high traffic venues, retail locations across the country, and super fast shipping online, purchasing a pair of Flat Outs is more convenient than ever.
Life can be uncomfortable for women - We want to make it easier. Invest In Flat Out of Heels Today!
StartEngine Owner’s Bonus
This offering is eligible for the StartEngine Owner’s 10% Bonus program. For details on this program, please see the Offering Summary section below.
Invest $1,000 and receive 2% Bonus Shares.
Invest $2,500 and receive 5% Bonus Shares.
Invest $5,000 and receive 10% Bonus Shares.
Cancel anytime before 48 hours before a rolling close or the offering end date.
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Can I cancel my investment?
For Regulation Crowdfunding, investors are able to cancel their investment at any point throughout the campaign up until 48 hours before the closing of the offering. Note: If the company does a rolling close, they will post an update to their current investors, giving them the opportunity to cancel during this timeframe. If you do not cancel within this 5-day timeframe, your funds will be invested in the company, and you will no longer be able to cancel the investment. If your funds show as ‘Invested’ on your account dashboard, your investment can no longer be canceled.
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Once your investment is canceled, there is a 10-day clearing period (from the date your investment was submitted). After your funds have cleared the bank, you will receive your refund within 10 business days.
Refunds that are made through ACH payments can take up to 10 business days to clear. Unfortunately, we are at the mercy of the bank, but we will do everything we can to get you your refund as soon as possible. However, every investment needs to go through the clearing process in order to get sent back to the account associated with the investment.
What is the difference between Regulation Crowdfunding and Regulation A+?
Both Title III (Regulation Crowdfunding) and Title IV (Reg A+) help entrepreneurs crowdfund capital investments from unaccredited and accredited investors. The differences between these regulations are related to the investor limitations, the differing amounts of money companies are permitted to raise, and differing disclosure and filing requirements. To learn more about Regulation Crowdfunding, click here, and for Regulation A+, click here.