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A LOOK INTO THE
FUTURE OF
HARDWARE
Photo credit: cobalt123
My name is Katherine Hague
AYAH BDEIR OF
littleBits
DREW DOWNS
Gelaskins
ADAM SAGER
Canary
MARC BARROS
Moment
EMILY BROOKE
Blaze
MARK ARGO OF
Aesthet...
$287,472
raised on Indiegogo
$6 million
in series A financing
6 months
until product ships
M U S E
“I've been given a lot of advice but if I were
to give advice to another entrepreneur I
think it would be that the manufac...
N O M I K U
$586,061
raised on Kickstarter
1,880
backers on Kickstarter
111 days
as part of HAXLR8R
“Nobody runs on money in a startup. They
run on ideas, love for each other, and love
for the product. That is what is goin...
N Y M I
7000+
Pre-Order Units
$1.3M
Seed Funding
385,946
views
"Focusing does not mean that you're going
to lose out on other opportunities. Focusing
means that you will flesh out the
op...
L I T T L E B I T S
150,000+
circuit combos
20
awards won
700,000
views on TEDtalk
“My advice is to not try to rush too much
and to acknowledge and accept that
hardware cannot work as beta software, as
muc...
L U M O L I F T
$1.2M
Pre-Orders in the first month
16,000
Units
"The future we see for wearables is that
they will become a lot more wearable."
INTERVIEWS
70+
ARTICLES
200
STARTUPS
1598 MAKERSPACES
200
TOOLS
108
LAUNCH ACADEMY
S E E D R S
To guarantee success, you need to hit
35% of your goal on day one.
G O G E T F U N D I N G
Campaigns with day to day marketing
plans raise 180% more.
I N D I E G O G O
Campaigns that post 1-5 updates each
week double their contributions.
G O G E T F U N D I N G
Campaigns with teams raise 38% more. 
BEFORE WE START
TALKING ABOUT THE
FUTURE, LETS SEE
WHERE HARDWARE IS
TODAY.
THE PIECES FOR LOWER
COST PRODUCTION
EXIST
NO LONGER JUST
THE BIG GUYS
SHORTER PRODUCTION
CYCLES
ACCESS TO EARLY
STAGE FUNDING
SO, WHAT’S THE
TYPICAL JOURNEY OF A
HARDWARE STARTUP
STARTING OUT TODAY?
Entrepreneurs rush into setting
up a business, attracted by the
perceived glamour and fun that
is associated with crowdfun...
There are wonderful fairy tale
stories of young talented
designers graduating from
Stanford or MIT and then going
off to a...
Most startups can’t answer the
question: “Who are you
designing for? And why?”
MOST PEOPLE START
“PROJECTS” AND
AREN’T REALLY
PREPARED TO RUN A
BUSINESS.
Packing boxes at 2 am
+
Saudering and over again
+
Pouring through receipts
with an accountant will
become part of your
ro...
• Managing production
• Sending samples to
magazines
• Dealing with suppliers who
want their money (now!)
• Begging Techcr...
They discover that even once you
have a prototype, production is
very complex one as well, even at
the smallest of scales.
They quickly find themselves
with customers and suppliers
scattered around the world,
requiring so much coordination
and or...
They realize that it takes 6
months to two years to match
crowdfunding success.
They eventually realize that retail
distribution still matters, puts
pressure on cost. How do you
keep your COGS to 25%?
On top of all that, you have to
worry about making enough
money to one day make enough
money to provide returns for
yourse...
BUT WAIT.
THE BUSINESS OF
FASHION
Photo credit: Earthworm
CROWDFUNDING AND
CONNECTED DEVICES
WITH FASHION
JUST REPLACE…
STANFORD AND MIT
WITH ST MARTINS OR
PARSONS
Photo credit: m01229
Photo credit: Fernando de Sousa
SAUDERING BOARDS
WITH STEAMING
CLOTHES
TECHCRUNCH AND
APPLE RETAIL WITH
ANNA WINTOUR AND
NORDSTROM
Photo credit: Mike Kalasnik
KICKSTARTER WITH
WELL, KICKSTARTER
Photo credit: Scott Beale
• No longer just the big
guys
• The pieces for production
exist
• Shorter production cycles
• Access to early stage
fundin...
Photo credit: Jenny
IF HARDWARE IS
EVOLVING TO BE MORE
AND MORE LIKE THE
FASHION INDUSTRY,
WHAT COULD BE NEXT?
Photo credit: Frits Klaarenbeek
EMERGENCE OF
“SEASONS”
Photo credit: Simon A
HIRING OF BURBERRY
CEO TO APPLE
EXAMPLE
DEVELOPMENT OF
RETAILS CHANNELS FOR
EMERGING DESIGNERS
EXAMPLE
+
INCREASED
COMPETITION ON
BRAND AND
COMMODITIZATION OF
MANUFACTURING
EXAMPLES
VOGUE FOR THE
HARDWARE INDUSTRY
BRINGING PRODUCTS
TO CONSUMERS
EXAMPLE
SOME FINAL THOUGHTS
GO:
CHINA &
SAN FRANCISCO
DO:
CUSTOMER DISCOVERY
· 
Mom Test
· 
Customer Discovery Blog
· 
Lean Startup
· 
4 Steps to the Epiphany
WATCH:
SCATTER MY ASHES AT
BERGDORFS
Photo credit: misslylestyle.com
READ:
THEBLUEPRINT.COM
katherine@theblueprint.com
@KatherineHague
@BlueprintShop
Katherine Hague - A look at the future of Hardware - and it looks a lot like the fashion industry
Katherine Hague - A look at the future of Hardware - and it looks a lot like the fashion industry
Katherine Hague - A look at the future of Hardware - and it looks a lot like the fashion industry
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Katherine Hague - A look at the future of Hardware - and it looks a lot like the fashion industry

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Startupfest 2014 - With easier access to every aspect of the supply chain and increased ease of rapid prototyping, short launch cycles are no longer exclusive to software, or the clothing industry.. The winners in the next generation of connected devices will be the ones that can quickly adapt to rapidly changing consumer preferences, staying one step ahead of the increasingly nimble competition. The barriers for hardware are falling, vision, brand and distribution are what separate those that make it past their first production run from those that don't. In this talk, Katherine will share some of the trends driving rapid shifts in the hardware ecosystem today, with examples from some of today’s hottest hardware startups and emerging service providers.

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Transcript of "Katherine Hague - A look at the future of Hardware - and it looks a lot like the fashion industry"

  1. 1. A LOOK INTO THE FUTURE OF HARDWARE Photo credit: cobalt123
  2. 2. My name is Katherine Hague
  3. 3. AYAH BDEIR OF littleBits DREW DOWNS Gelaskins ADAM SAGER Canary MARC BARROS Moment EMILY BROOKE Blaze MARK ARGO OF Aesthetec Studio KATE DRANE Indiegogo MAX TEMKIN Cards Against Humanity EDWARD TANG Avegant CHRIS ANDERSON 3D Robotics BEN KAUFMAN Quirky NICK EVANS Tile ZACH SUPALLA Spark JAMEY STEGMAIER Stonemaier Games LISA FETTERMAN Nomiku LAURIS LIBERTS Startup Vitamins MAX BOGUE 3Doodler CAMERON ROBERTSON Lockitron ARIEL GARTEN InteraXon STEPHEN LAKE Thalmic
  4. 4. $287,472 raised on Indiegogo $6 million in series A financing 6 months until product ships M U S E
  5. 5. “I've been given a lot of advice but if I were to give advice to another entrepreneur I think it would be that the manufacturing process is always going to take longer than you thought.”
  6. 6. N O M I K U $586,061 raised on Kickstarter 1,880 backers on Kickstarter 111 days as part of HAXLR8R
  7. 7. “Nobody runs on money in a startup. They run on ideas, love for each other, and love for the product. That is what is going to pull you through.”
  8. 8. N Y M I 7000+ Pre-Order Units $1.3M Seed Funding 385,946 views
  9. 9. "Focusing does not mean that you're going to lose out on other opportunities. Focusing means that you will flesh out the opportunity in front of you much faster and then if it doesn't work, you can move to the other one."
  10. 10. L I T T L E B I T S 150,000+ circuit combos 20 awards won 700,000 views on TEDtalk
  11. 11. “My advice is to not try to rush too much and to acknowledge and accept that hardware cannot work as beta software, as much as we would like to. It really requires more attention and iteration.”
  12. 12. L U M O L I F T $1.2M Pre-Orders in the first month 16,000 Units
  13. 13. "The future we see for wearables is that they will become a lot more wearable."
  14. 14. INTERVIEWS 70+ ARTICLES 200 STARTUPS 1598 MAKERSPACES 200 TOOLS 108
  15. 15. LAUNCH ACADEMY
  16. 16. S E E D R S To guarantee success, you need to hit 35% of your goal on day one.
  17. 17. G O G E T F U N D I N G Campaigns with day to day marketing plans raise 180% more.
  18. 18. I N D I E G O G O Campaigns that post 1-5 updates each week double their contributions.
  19. 19. G O G E T F U N D I N G Campaigns with teams raise 38% more. 
  20. 20. BEFORE WE START TALKING ABOUT THE FUTURE, LETS SEE WHERE HARDWARE IS TODAY.
  21. 21. THE PIECES FOR LOWER COST PRODUCTION EXIST
  22. 22. NO LONGER JUST THE BIG GUYS
  23. 23. SHORTER PRODUCTION CYCLES
  24. 24. ACCESS TO EARLY STAGE FUNDING
  25. 25. SO, WHAT’S THE TYPICAL JOURNEY OF A HARDWARE STARTUP STARTING OUT TODAY?
  26. 26. Entrepreneurs rush into setting up a business, attracted by the perceived glamour and fun that is associated with crowdfunding and connected devices.
  27. 27. There are wonderful fairy tale stories of young talented designers graduating from Stanford or MIT and then going off to achieve fame and fortune.
  28. 28. Most startups can’t answer the question: “Who are you designing for? And why?”
  29. 29. MOST PEOPLE START “PROJECTS” AND AREN’T REALLY PREPARED TO RUN A BUSINESS.
  30. 30. Packing boxes at 2 am + Saudering and over again + Pouring through receipts with an accountant will become part of your routine. They likely spend less than 10% of your time designing
  31. 31. • Managing production • Sending samples to magazines • Dealing with suppliers who want their money (now!) • Begging Techcrunch reporters and Apple retail to grant you a meeting • Managing your employees while hoping they don’t fall ill • And trying to eat and bathe in between They spend the rest of the time
  32. 32. They discover that even once you have a prototype, production is very complex one as well, even at the smallest of scales.
  33. 33. They quickly find themselves with customers and suppliers scattered around the world, requiring so much coordination and organization.
  34. 34. They realize that it takes 6 months to two years to match crowdfunding success.
  35. 35. They eventually realize that retail distribution still matters, puts pressure on cost. How do you keep your COGS to 25%?
  36. 36. On top of all that, you have to worry about making enough money to one day make enough money to provide returns for yourself and your shareholders for all your hard work.
  37. 37. BUT WAIT.
  38. 38. THE BUSINESS OF FASHION
  39. 39. Photo credit: Earthworm CROWDFUNDING AND CONNECTED DEVICES WITH FASHION JUST REPLACE…
  40. 40. STANFORD AND MIT WITH ST MARTINS OR PARSONS Photo credit: m01229
  41. 41. Photo credit: Fernando de Sousa SAUDERING BOARDS WITH STEAMING CLOTHES
  42. 42. TECHCRUNCH AND APPLE RETAIL WITH ANNA WINTOUR AND NORDSTROM Photo credit: Mike Kalasnik
  43. 43. KICKSTARTER WITH WELL, KICKSTARTER Photo credit: Scott Beale
  44. 44. • No longer just the big guys • The pieces for production exist • Shorter production cycles • Access to early stage funding Why haven’t the two converged until now?
  45. 45. Photo credit: Jenny IF HARDWARE IS EVOLVING TO BE MORE AND MORE LIKE THE FASHION INDUSTRY, WHAT COULD BE NEXT?
  46. 46. Photo credit: Frits Klaarenbeek EMERGENCE OF “SEASONS”
  47. 47. Photo credit: Simon A HIRING OF BURBERRY CEO TO APPLE EXAMPLE
  48. 48. DEVELOPMENT OF RETAILS CHANNELS FOR EMERGING DESIGNERS
  49. 49. EXAMPLE +
  50. 50. INCREASED COMPETITION ON BRAND AND COMMODITIZATION OF MANUFACTURING
  51. 51. EXAMPLES
  52. 52. VOGUE FOR THE HARDWARE INDUSTRY BRINGING PRODUCTS TO CONSUMERS
  53. 53. EXAMPLE
  54. 54. SOME FINAL THOUGHTS
  55. 55. GO: CHINA & SAN FRANCISCO
  56. 56. DO: CUSTOMER DISCOVERY · Mom Test · Customer Discovery Blog · Lean Startup · 4 Steps to the Epiphany
  57. 57. WATCH: SCATTER MY ASHES AT BERGDORFS Photo credit: misslylestyle.com
  58. 58. READ: THEBLUEPRINT.COM
  59. 59. katherine@theblueprint.com @KatherineHague @BlueprintShop
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