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The business of 
Hardware Startups 
Aleš Špetič, 2014
sketching 
MVP 
scaling 
-2 launch 
iterating 
Aleš Špetič, CubeSensors 2
sketching 
prototyping 
production 
manufacturing 
scaling 
-12 -6 launch 
Aleš Špetič, CubeSensors 3
hardware 
engineering 
product 
management 
manufacturing 
design 
engineering 
selling 
ops 
usability management 
firmwa...
SOFT ltd 
1.000.000 
500.000 
1MM users, 
1.500.000 
250.000 
4% conversion @ $10/year 
$400k/ year 
HARD ltd 
2.500 
1.50...
consumer 
business tech 
Aleš Špetič, CubeSensors 6
60% 10% 30% 
R&D 
LOGISTICS 
MARGIN 
Aleš Špetič, CubeSensors 7
20% 10% 10% 10% 25% 25% 
R&D BOM 
WHOLESALE RETAILER LOGISTICS 
MARGIN 
direct 
online retailers 
distribution channels 
A...
300 
225 
150 
75 
0 
Aleš Špetič, CubeSensors 9
HW has great exits: 
customer loyalty: PC 
barriers to entry: 
3y 
phone 
2y 
service 
1y 
app 
3m 
limited 
iterations 
w...
ales@cubesensors.com 
@alesspetic 
hwguide.spetic.si 
Aleš Špetič, CubeSensors 11
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IDCEE 2014: Business Of Hardware Startups - Ales Spetic (CEO @ CubeSensors)

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http://idcee.org/p/ales-spetic/

Aleš is an experienced manager and startup founder. He cofounded and runs CubeSensors. CubeSensors are small, beautiful devices that measure everything about indoors. CubeSensors lead quantified space movement. CubeSensors won Launch Festival’s Best Hardware award and won the first TechCrunch Hardware Battlefield.

He cofounded FriedWorks, a private coworking incubator in Slovenia, run TSstartup, a first industry backed accelerator in the CEE region, and still serves as Slovenia's Digital Champion. Prior to that he was cofounder and CEO of Zemanta, where took it from founding, pitching, fundraising, developing partnerships and establishing it as brand and global business.

During his computer science studies. Aleš designed and implemented one of the first online trading brokerages in Europe, and successfully run it's operation for two years. After that he published a book on advanced SQL programing at O'Reilly media and moved to several IT related managerial posts, finally serving as a CEO of the top regional system integrator with 160 employees in three countries. He holds an MBA from California State University, Hayward.

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More @ http://idcee.org

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IDCEE 2014: Business Of Hardware Startups - Ales Spetic (CEO @ CubeSensors)

  1. 1. The business of Hardware Startups Aleš Špetič, 2014
  2. 2. sketching MVP scaling -2 launch iterating Aleš Špetič, CubeSensors 2
  3. 3. sketching prototyping production manufacturing scaling -12 -6 launch Aleš Špetič, CubeSensors 3
  4. 4. hardware engineering product management manufacturing design engineering selling ops usability management firmware engineering backend logistics software engineering product user support marketing frontend safety & compliance Aleš Špetič, CubeSensors 4
  5. 5. SOFT ltd 1.000.000 500.000 1MM users, 1.500.000 250.000 4% conversion @ $10/year $400k/ year HARD ltd 2.500 1.500 2.000 6.000 12.000 units/year, @ $100, 30% margin $400k in margin Aleš Špetič, CubeSensors 5
  6. 6. consumer business tech Aleš Špetič, CubeSensors 6
  7. 7. 60% 10% 30% R&D LOGISTICS MARGIN Aleš Špetič, CubeSensors 7
  8. 8. 20% 10% 10% 10% 25% 25% R&D BOM WHOLESALE RETAILER LOGISTICS MARGIN direct online retailers distribution channels Aleš Špetič, CubeSensors 8
  9. 9. 300 225 150 75 0 Aleš Špetič, CubeSensors 9
  10. 10. HW has great exits: customer loyalty: PC barriers to entry: 3y phone 2y service 1y app 3m limited iterations working capital production risks Aleš Špetič, CubeSensors 10
  11. 11. ales@cubesensors.com @alesspetic hwguide.spetic.si Aleš Špetič, CubeSensors 11

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