DISTRUPTION with HARDWARE
Crazy, Cool, or Boring?
Disruption is
coming!…
Here
it is…
Here
it is…
DISRUPTION is quiet.
2011, Silicon Valley
“NEVER AGAIN!”
— PR2
PRICE:
$400,000
“NEVER AGAIN!”
— PR2
$400,000
PROBLEMS
TIME
COSTS
PRICE
VISION
THE FUTURE
CRAZY
COOL

BORING
BENJAMINJOFFE
PARTNER
HAX/SOSV
BEN@HAX.CO
THEBIGFOUR
>150STARTUPS/YEAR
HARDWARE LIFE SCIENCES
SOCIAL/MOBILE
FOOD
DEEPTECHVERTICALS
STARTUPS238
YEARS5
RAISED$430M
KICKSTARTERS111
BACKERS$50M
WHY HARDWARE
PHYSICAL WORLD
HUMAN BODY
UPSIDE
TOUCHTHE
FUTURE
DOWNSIDE
LONGWAIT
INNOVATORS
EARLY
ADOPTERS
EARLY
MAJORITY
LATE
MAJORITY
LAGGARDS
ADOPTION
CURVE
0
50
100
150
1 2 3 4 5 6 7 8 9 10
YEARS
1R&D
INCUMBENT
STARTUP
2
64
128
100
FIRST WAVE
WHAT’S NEXT?
SCI-FI
IS (MOSTLY)
WRONG
FLYING CAR
Slovakia
JET PACK
U.S.A.
ANDROIDS
Japan
IMPRACTICAL
EXPENSIVE
THE REAL
FUTURE IS
DIFFERENT
“The Grandchild Test”
Wasn’t it
[inconvenient]
[annoying]
[boring]
?
CONSUMER EXAMPLE
HEADPHONES
low tones mid tones high tones
sensitivity
“Everyone had
the same?!”
REVOLS: CUSTOM FIT
NURA: TUNED TO YOU
MINDSET: FOR WORK
HEALTH TECH EXAMPLE
SLEEP
FROM TRACKING
TO SOLVING
“You just waited??”
MOONA
(Smart) Pillow
Thermostat
Movement
Machine Learning
SANA
(Smart) Mask
Light
Sound
HRV
Machine Learning
#BalanceTonRonfleur
#MeToo
KOKOON
(Smart) Headphones
Comfort
Brainwaves
Machine Learning
DIGITAL THERAPIES
DATAISTHE NEWBLOOD
“Donating
your data

might help
more than
an organ”
DUNCAN TURNER, HAX
DATAISTHE NEWBLOOD
P4 MEDICINE
PREVENT
PREDICT
PERSONALIZE
PARTICIPATE
“You went to
hospitals?”
ENTERPRISE EXAMPLE
SERVICE ROBOTS
AUTOMATION IS NOT NEW…
DULL
DIRTY
DANGEROUS
“You did it
by hand??”
JOBS CHANGE
BUT THERE IS
A LOT OF WORK
DULL
DIRTY
DANGEROUS
AVIDBOTS
Canada
SIMBE ROBOTICS
U.S.A.
DULL
DIRTY
DANGEROUS
$400,000
2011
GENERAL ROBOT
ONBOARD COMPUTING
2017
SPECIALIZED ROBOT
CLOUD COMPUTING
$400 (2017)
DULL
DIRTY
DANGEROUS
PLECOBOT
MOST REMARKABLY…
NOBODY CARES
INDUSTRY EXAMPLE
AGRICULTURE
PYCNO: FIELD SENSORS
PLENTY: VERTICAL FARM
RAISED$226M
SOLDFOR$305M
BLUE RIVER: LETTUCE WEEDING ROBOT
MAKING THE FUTURE
HAPPEN FASTER
1 2 3 4
18MONTHS
R&D1
2
5
4
3
Prototyping
Production
Investment
Sales
World-ClassSTARTUPS
World-ClassRESOURCES
R&D1
2
5
4
3
Prototyping
Production
Investment
World-ClassSTARTUPS
World-ClassRESOURCES
Sales
CONCLUSION
HARDWARE STARTUPS
ARE MORE GLOBAL
THAN EVER
NEW NORMAL
=
NOT SPECTACULAR
…BUT BETTER
THANKS!
“Give a man a fish
…and a fishing rod”
ben @ hax.co

Crazy, Cool Or Boring