Just because you can
doesn’t mean you should.
Alexandra Deschamps-Sonsino
@iotwatch
Thoughts on smartness &
entrepreneursh...
CEO of Tinker London
2007-2010
Good Night Lamp
2012-
designswarm
2011-
This talk in one slide
We aren’t even close to #iot being
mainstream.
A lot of men are designing things for
women…again.
I...
“IOT IS EVERYWHERE!”
We are part of a continuum
Human-Computer Interaction
Ubiquitous computing /
ubicomp
blogjects
Smart (insert noun)
Interne...
But we’ve been there
before.
Smart vs connected.
Latent issues
OR
OR
We’re not there yet.
Innovation
Diffusion
o  Communication channels (subjective
perceptions)
o  Time
o  Social System (role of opinion leaders ...
o  What TechCrunch / The Verge / GigaOM
say
o  Time
o  If people invest in you and retailers know
what to do with you
4 wa...
YOUR
STARTUP
The forbidden apple of
crowd-funding
A convenient way for investors to ignore you
early on (you may not need them anyway)
...
YOUR
STARTUP
INVESTORS
We are educating investors.
Early days for investors who have been
investing in web for over 15 years.
Most tech investors...
Aquihire or death?
It used to be people were afraid of starting
businesses because most would fail within 2
years. Now the...
The role of experts
Supply chain & retail are known skillsets but
are different communities
Electronics engineering isn’t ...
Pacing yourself
Incubators & accelerators are often too short
& shouldn’t put you off your course.
It takes 3 years to rea...
Merci! Grazie! Danke.
Alexandra Deschamps-Sonsino
@iotwatch
@Liquid_con
@ConnectedIOT
Just because you can doesn't mean you should: thoughts on smartness & entrepreneurship in the internet of things
Just because you can doesn't mean you should: thoughts on smartness & entrepreneurship in the internet of things
Just because you can doesn't mean you should: thoughts on smartness & entrepreneurship in the internet of things
Just because you can doesn't mean you should: thoughts on smartness & entrepreneurship in the internet of things
Just because you can doesn't mean you should: thoughts on smartness & entrepreneurship in the internet of things
Just because you can doesn't mean you should: thoughts on smartness & entrepreneurship in the internet of things
Just because you can doesn't mean you should: thoughts on smartness & entrepreneurship in the internet of things
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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.

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

  1. 1. Just because you can doesn’t mean you should. Alexandra Deschamps-Sonsino @iotwatch Thoughts on smartness & entrepreneurship in #iot
  2. 2. CEO of Tinker London 2007-2010 Good Night Lamp 2012- designswarm 2011-
  3. 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. 4. “IOT IS EVERYWHERE!”
  5. 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. 6. But we’ve been there before.
  7. 7. Smart vs connected.
  8. 8. Latent issues
  9. 9. OR
  10. 10. OR
  11. 11. We’re not there yet.
  12. 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. 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. 14. YOUR STARTUP
  15. 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. 16. YOUR STARTUP INVESTORS
  17. 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. 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. 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. 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. 21. Merci! Grazie! Danke. Alexandra Deschamps-Sonsino @iotwatch @Liquid_con @ConnectedIOT

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