Just because you can doesn't mean you should: thoughts on smartness & entrepreneurship in the internet of things

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Talk given at Thingscon in Berlin on May 3rd 2014.

Talk given at Thingscon in Berlin on May 3rd 2014.

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  • 1. Just because you can doesn’t mean you should. Alexandra Deschamps-Sonsino @iotwatch Thoughts on smartness & entrepreneurship in #iot
  • 2. CEO of Tinker London 2007-2010 Good Night Lamp 2012- designswarm 2011-
  • 3. This talk in one slide We aren’t even close to #iot being mainstream. A lot of men are designing things for women…again. Investors are the meatgrinder of the industry Success is a complicated thing.
  • 4. “IOT IS EVERYWHERE!”
  • 5. We are part of a continuum Human-Computer Interaction Ubiquitous computing / ubicomp blogjects Smart (insert noun) Internet of Everything Industrial Internet Internet of things Wearables Connected products ….. NORMAL LIFE
  • 6. But we’ve been there before.
  • 7. Smart vs connected.
  • 8. Latent issues
  • 9. OR
  • 10. OR
  • 11. We’re not there yet.
  • 12. Innovation Diffusion o  Communication channels (subjective perceptions) o  Time o  Social System (role of opinion leaders & change agents) 4 ways to spread new ideas
  • 13. o  What TechCrunch / The Verge / GigaOM say o  Time o  If people invest in you and retailers know what to do with you 4 ways to spread new ideas
  • 14. YOUR STARTUP
  • 15. The forbidden apple of crowd-funding A convenient way for investors to ignore you early on (you may not need them anyway) A quick way to do market research. Not a replacement for real PR. You become part of a market, people want to make money from you as an entrepreneur.
  • 16. YOUR STARTUP INVESTORS
  • 17. We are educating investors. Early days for investors who have been investing in web for over 15 years. Most tech investors focusing on industrial / B2B Consumer-focused investments are led by US funds (Foundry Group/Tech Stars)
  • 18. Aquihire or death? It used to be people were afraid of starting businesses because most would fail within 2 years. Now they can sell it and look successful! Berlin & London have some examples of this. We are meat for SF’s more successful businesses.
  • 19. The role of experts Supply chain & retail are known skillsets but are different communities Electronics engineering isn’t easy to find & is expensive but will help design something scalable A 20 something or a graduate can’t help you with either.
  • 20. Pacing yourself Incubators & accelerators are often too short & shouldn’t put you off your course. It takes 3 years to really be known in all markets but also be boring to some. Decide if you’re a one product company or a products company. (Lava Lamp vs Apple) Both can be successful.
  • 21. Merci! Grazie! Danke. Alexandra Deschamps-Sonsino @iotwatch @Liquid_con @ConnectedIOT