The Hardware Startup by DiResta, Renee -- Read -- Imperial Library of Trantor

Index

Preface

Who This Book Is For How to Use This Book Safari® Books Online How to Contact Us Acknowledgments

1. The Hardware Startup Landscape

Early Makers

The Whole Earth Catalog Communities Around New Technology MIT Center for Bits and Atoms Make Magazine

Technology Enables Scale

Rapid Prototyping Inexpensive Components Small-Batch Manufacturing Open Source Hardware Online Community The Supplemental Ecosystem The “Lean Startup” and Efficient Entrepreneurship

The Hardware Companies of Today

Connected Devices Personal Sensor Devices (Wearables) Robotics Designed Products

2. Idea Validation and Community Engagement

Your Fellow Hardwarians Your Cofounder and Team Your Mentor(s) Your True Believers and Early Community

3. Knowing Your Market

The Who, What, and Why of Your Product Researching Your Market: Trends and Competition

Market Size Market Trajectory Market Analysis Differentiators

Segmenting Your Market

Customer Aquisition Cost (CAC) and Lifetime Value (LTV) Demographics and Psychographics Behavioral Segmentation

Customer Development

4. Branding

Your Mission Brand Identity and Personality Brand Assets and Touchpoints Positioning and Differentiation

5. Prototyping

Reasons for Prototyping Types of Prototyping

Prototyping Terms Works-Like and Looks-Like Prototypes Teardowns

Assembling Your Team

Industrial Design User Experience, Interface, and Interaction Design Mechanical and Electrical Engineering Software

Outsourcing Versus Insourcing

Outsourcing Insourcing

Parts and components Tools

Integrated Circuits Connectivity Software Platforms Software Security and Privacy Glossary of Terms

Prototyping and Manufacturing Processes Electrical Components Sensors

6. Manufacturing

Preparing to Manufacture Where to Manufacture? Supply Chain Management Importing from Foreign Manufacturers What to Look for During Manufacturing Certification Packaging Sustaining Manufacturing

7. Acceleration

Lemnos Labs HAXLR8R AlphaLab Gear PCH

Highway1 PCH Access

Flextronics Choosing an Incubator or Accelerator

8. Crowdfunding

The Crowdfunding Ecosystem

Kickstarter Indiegogo The DIY Approach

Planning Your Campaign

Understanding Backers and Choosing Campaign Perks Pricing Your Perks Creating a Financial Model Timing with Manufacturing

Campaign Page Marketing Materials Driving Traffic

Leveraging Social Media and Email Lists Connecting with the Media Organizing PR Materials

While Your Campaign Is Live

Data-Driven Crowdfunding and Real-Time Adaptation Publishing Updates for Your Community

Beyond Crowdfunding: Fundraising for a Company

9. Fundraising

First Things First Bootstrapping, Debt, and Grants Friends and Family Angel Investors

The JOBS Act AngelList

Venture Capital

Targeting Investors Personalized Introductions Telling a Story Due Diligence

Strategics Structuring Your Round

10. Going to Market

Business Models for Hardware Startups

Selling Additional (Physical) Products

Device plus supplementary (physical) accessories Device plus ancillary materials: razors and blades Device as platform for upselling other devices

Selling Services or Content

Device plus subscription services Device plus digital content

Selling Data

Sell device to consumers and data to third parties Just sell the data

Open Source

Pricing

Cost-Plus Pricing: A Bottom-Up Approach Market-Based Pricing: A Top-Down Approach Value-Based Pricing: Segmentation meets Differentiation

Selling It: Marketing 101

Step 1: Define your Objective Step 2: Choose your KPIs Step 3: Identify Your Audience, the “Who” Step 4: Select Your Marketing Channels

Facebook Google AdWords Twitter

Step 5: Formulate Your Message Step 6: Incorporate a Call to Action Step 7: Specify a Timeline and Budget Step 8: Refine Your Campaign

Distribution Channels and Related Marketing Strategies

Online Direct Sales Online Specialty Retailers and Retail Aggregator Platforms Small Retailers and Specialty Shops Big-Box Retail Warehousing and Fulfillment

11. Legal

Company Formation Trademarks Trade Secrets Patents Manufacturing Concerns

Liability Manufacturing Agreements Import/Export Considerations

Regulatory Concerns and Certification

Medical Devices and the FDA Hardware and the FCC

Epilogue: The Third Industrial Revolution Index

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