SlideShare a Scribd company logo
Objects in mirror are 
closer than they appear. 
Lessons from 10 years of #iot 
@iotwatch / @GNLteam 
designswarm.com / goodnightlamp.com
CEO of Tinker London 
2007-2010 
Good Night Lamp 
2012- 
designswarm 
2011-
Lesson 1 
Don’t waste time with 
definitions 
Human-Computer Interaction 
Ubiquitous computing / 
ubicomp 
blogjects 
Internet of things 
Smart (insert noun) 
Internet of Everything 
Industrial Internet 
Wearables 
Connected products
Litmus test?
Lesson 2 
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.
Lesson 3 
You 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 (Foundry Group/Tech Stars)
Lesson 4 
Aqui-hires are a trend 
Nest & OR make for poor examples of 
success in #iot 
Larger problems such as distribution & 
retailing of smart products will need to be 
solved by companies who stick at it. 
2 years developing a product isn’t long 
enough.
Lesson 5 
Surround yourself with 
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.
Lesson 6 
Pace 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)
Lesson 7 
Try not to move to Silicon 
Valley 
Silicon Valley doesn’t have as much 
engineering & marketing as the UK but it 
has some money. 
Open a sales office there. 
Go to CES / SXSW / XOYO / FooCamp
Lesson 8 
You’re not alone. 
#iotlondon has 2.7K members 
meetup.com/iotlondon 
Retailers interested in new ideas (JLab) 
Angel funding will catch up 
meetup.com/iotangels
Good luck. 
Lessons from 10 years of #iot 
@iotwatch / @GNLteam 
designswarm.com / goodnightlamp.com

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8 lessons from 10 years of IoT startups - Alex Deschamps Sonsino, Good Night Lamp at IoT14

  • 1. Objects in mirror are closer than they appear. Lessons from 10 years of #iot @iotwatch / @GNLteam designswarm.com / goodnightlamp.com
  • 2. CEO of Tinker London 2007-2010 Good Night Lamp 2012- designswarm 2011-
  • 3.
  • 4. Lesson 1 Don’t waste time with definitions Human-Computer Interaction Ubiquitous computing / ubicomp blogjects Internet of things Smart (insert noun) Internet of Everything Industrial Internet Wearables Connected products
  • 6. Lesson 2 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.
  • 7. Lesson 3 You 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 (Foundry Group/Tech Stars)
  • 8. Lesson 4 Aqui-hires are a trend Nest & OR make for poor examples of success in #iot Larger problems such as distribution & retailing of smart products will need to be solved by companies who stick at it. 2 years developing a product isn’t long enough.
  • 9. Lesson 5 Surround yourself with 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.
  • 10. Lesson 6 Pace 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)
  • 11. Lesson 7 Try not to move to Silicon Valley Silicon Valley doesn’t have as much engineering & marketing as the UK but it has some money. Open a sales office there. Go to CES / SXSW / XOYO / FooCamp
  • 12. Lesson 8 You’re not alone. #iotlondon has 2.7K members meetup.com/iotlondon Retailers interested in new ideas (JLab) Angel funding will catch up meetup.com/iotangels
  • 13.
  • 14. Good luck. Lessons from 10 years of #iot @iotwatch / @GNLteam designswarm.com / goodnightlamp.com