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

  • 91 views
Uploaded on

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.. …

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.

More in: Technology
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
91
On Slideshare
0
From Embeds
0
Number of Embeds
3

Actions

Shares
Downloads
4
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. A LOOK INTO THE FUTURE OF HARDWARE Photo credit: cobalt123
  • 2. My name is Katherine Hague
  • 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. $287,472 raised on Indiegogo $6 million in series A financing 6 months until product ships M U S E
  • 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. N O M I K U $586,061 raised on Kickstarter 1,880 backers on Kickstarter 111 days as part of HAXLR8R
  • 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. N Y M I 7000+ Pre-Order Units $1.3M Seed Funding 385,946 views
  • 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. L I T T L E B I T S 150,000+ circuit combos 20 awards won 700,000 views on TEDtalk
  • 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. L U M O L I F T $1.2M Pre-Orders in the first month 16,000 Units
  • 13. "The future we see for wearables is that they will become a lot more wearable."
  • 14. INTERVIEWS 70+ ARTICLES 200 STARTUPS 1598 MAKERSPACES 200 TOOLS 108
  • 15. LAUNCH ACADEMY
  • 16. S E E D R S To guarantee success, you need to hit 35% of your goal on day one.
  • 17. G O G E T F U N D I N G Campaigns with day to day marketing plans raise 180% more.
  • 18. I N D I E G O G O Campaigns that post 1-5 updates each week double their contributions.
  • 19. G O G E T F U N D I N G Campaigns with teams raise 38% more. 
  • 20. BEFORE WE START TALKING ABOUT THE FUTURE, LETS SEE WHERE HARDWARE IS TODAY.
  • 21. THE PIECES FOR LOWER COST PRODUCTION EXIST
  • 22. NO LONGER JUST THE BIG GUYS
  • 23. SHORTER PRODUCTION CYCLES
  • 24. ACCESS TO EARLY STAGE FUNDING
  • 25. SO, WHAT’S THE TYPICAL JOURNEY OF A HARDWARE STARTUP STARTING OUT TODAY?
  • 26. Entrepreneurs rush into setting up a business, attracted by the perceived glamour and fun that is associated with crowdfunding and connected devices.
  • 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. Most startups can’t answer the question: “Who are you designing for? And why?”
  • 29. MOST PEOPLE START “PROJECTS” AND AREN’T REALLY PREPARED TO RUN A BUSINESS.
  • 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. • 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. They discover that even once you have a prototype, production is very complex one as well, even at the smallest of scales.
  • 33. They quickly find themselves with customers and suppliers scattered around the world, requiring so much coordination and organization.
  • 34. They realize that it takes 6 months to two years to match crowdfunding success.
  • 35. They eventually realize that retail distribution still matters, puts pressure on cost. How do you keep your COGS to 25%?
  • 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. BUT WAIT.
  • 38. THE BUSINESS OF FASHION
  • 39. Photo credit: Earthworm CROWDFUNDING AND CONNECTED DEVICES WITH FASHION JUST REPLACE…
  • 40. STANFORD AND MIT WITH ST MARTINS OR PARSONS Photo credit: m01229
  • 41. Photo credit: Fernando de Sousa SAUDERING BOARDS WITH STEAMING CLOTHES
  • 42. TECHCRUNCH AND APPLE RETAIL WITH ANNA WINTOUR AND NORDSTROM Photo credit: Mike Kalasnik
  • 43. KICKSTARTER WITH WELL, KICKSTARTER Photo credit: Scott Beale
  • 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. Photo credit: Jenny IF HARDWARE IS EVOLVING TO BE MORE AND MORE LIKE THE FASHION INDUSTRY, WHAT COULD BE NEXT?
  • 46. Photo credit: Frits Klaarenbeek EMERGENCE OF “SEASONS”
  • 47. Photo credit: Simon A HIRING OF BURBERRY CEO TO APPLE EXAMPLE
  • 48. DEVELOPMENT OF RETAILS CHANNELS FOR EMERGING DESIGNERS
  • 49. EXAMPLE +
  • 50. INCREASED COMPETITION ON BRAND AND COMMODITIZATION OF MANUFACTURING
  • 51. EXAMPLES
  • 52. VOGUE FOR THE HARDWARE INDUSTRY BRINGING PRODUCTS TO CONSUMERS
  • 53. EXAMPLE
  • 54. SOME FINAL THOUGHTS
  • 55. GO: CHINA & SAN FRANCISCO
  • 56. DO: CUSTOMER DISCOVERY · Mom Test · Customer Discovery Blog · Lean Startup · 4 Steps to the Epiphany
  • 57. WATCH: SCATTER MY ASHES AT BERGDORFS Photo credit: misslylestyle.com
  • 58. READ: THEBLUEPRINT.COM
  • 59. katherine@theblueprint.com @KatherineHague @BlueprintShop