Petcube. How to build a hardware startup from scratch

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Petcube is a gadget that allows you to talk, watch and play with your pet from a smartphone. Successfully funded on Kickstarter at Nov 2013 and became most funded pet related project on croudfunding platforms ever

Negócios Dispositivos e hardware Tecnologia

80% of things that
surround us are not made
by God they are made  
in China

The most successful pet related
product ever crowd funded
$251K

12 people San-Francisco, US Shenzhen, CNKyiv, UA

Lean
Hardware
Startup*
T H E
* Cyril Ebersweiler
Haxlr8r

2012 2013 2014
19K
0.46%

93K
0.59%

195K
1.59%

K I C K S T A R T E R H A R D W A R E P R O J E C T S
*source: https://www.kickstarter.com/year/2012?ref=footer#category
https://www.kickstarter.com/help/stats

I D E A P R O D U C T
Idea Mass productionPrototype Engineering
Sample
Small batch
Open hardware
toolkits
Crowd Funding Agile  
Manufacturing
Quick prototyping
services

How HARD
can it be?
It’s called Hardware  
because it’s Hard.

S O F T W A R E V S H A R D W A R E
- Fundrasing

- Branding

- Marketing

- Customer Service

- PR
Prototyping
1
Production
2
Scaling
3
- Software

- Planning

- Branding
- Problem solved

- Market timing/Strategy

- Software prototype
- Prototyping
- Industrial Design
- Firmware
- BSP
- GERBER
- CAD
- Suppliers selection
- Design for Manufacture
- Materials selection
- Sourcing
- Soft/Hard tooling
- Quality management
- Certiﬁcation
- Testing
- Assembly
- China eﬀect
- Crowdfunding
- Fullﬁlment
- Distribution

No business plan survives
contact with a customer
S T E V E B L A N K

No hardware plan survives
contact with a factory
C Y R I L E B E R S W E I L E R

How
long will
it take?
How much
money do
you need?

Prototyping
1
Production
2
Scaling
3
Bootstrap
Accelerators
+ Angels
Crowdfunding
+ Pre-Orders
Sales
+ VC investments
Bridge
of Death
3 Month — 2 Years 3 Month — 2 Years 1 Year +

Prototyping
1
Production
2
Scaling
3
Bootstrap
Accelerators
+ Angels
Crowdfunding
+ Pre-Orders
Sales
+ VC investments
Bridge
of Death
Accelerating in HAX
3 Month — 2 Years 3 Month — 2 Years 1 Year +

111 days program in Shenzhen
2 weeks demo is San Francisco
$50K for 5-10% of your company

1
Intro to China,
factories, mentors,
other teams
2
Focus on the
prototype
3
Negotiating with
factories about mass
production
4
Product demo,
media coverage.
Maybe Kickstarter.

Concept (ID)
P L A N F O R H A R D W A R E S T A R T U P
Design-For-Manufacture (DFM)
Minimal Viable Product (MVP)
Complete Functional Product (CFP)
Mass production (MP)
Shipment
Retail

If you have any questions
feel free to contact me
C O N T A C T
alex@petcube.com
But that is not all…

info@petcube.com Petcube
Firmware  
engineer
Head of
marketing
Graphic
designer
H I R I N G

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Petcube. How to build a hardware startup from scratch

2. 80% of things that surround us are not made by God they are made   in China

3. The most successful pet related product ever crowd funded $251K

4. 12 people San-Francisco, US Shenzhen, CNKyiv, UA

5. Lean Hardware Startup* T H E * Cyril Ebersweiler Haxlr8r

8. 2012 2013 2014 19K 0.46% 93K 0.59% 195K 1.59% K I C K S T A R T E R H A R D W A R E P R O J E C T S *source: https://www.kickstarter.com/year/2012?ref=footer#category https://www.kickstarter.com/help/stats

9. I D E A P R O D U C T Idea Mass productionPrototype Engineering Sample Small batch Open hardware toolkits Crowd Funding Agile   Manufacturing Quick prototyping services

10. How HARD can it be? It’s called Hardware   because it’s Hard.

11. S O F T W A R E V S H A R D W A R E - Fundrasing - Branding - Marketing - Customer Service - PR Prototyping 1 Production 2 Scaling 3 - Software - Planning - Branding - Problem solved - Market timing/Strategy - Software prototype - Prototyping - Industrial Design - Firmware - BSP - GERBER - CAD - Suppliers selection - Design for Manufacture - Materials selection - Sourcing - Soft/Hard tooling - Quality management - Certification - Testing - Assembly - China effect - Crowdfunding - Fullfilment - Distribution

12. No business plan survives contact with a customer S T E V E B L A N K

13. No hardware plan survives contact with a factory C Y R I L E B E R S W E I L E R

14. How long will it take? How much money do you need?

15. Prototyping 1 Production 2 Scaling 3 Bootstrap Accelerators + Angels Crowdfunding + Pre-Orders Sales + VC investments Bridge of Death 3 Month — 2 Years 3 Month — 2 Years 1 Year +

16. Prototyping 1 Production 2 Scaling 3 Bootstrap Accelerators + Angels Crowdfunding + Pre-Orders Sales + VC investments Bridge of Death Accelerating in HAX 3 Month — 2 Years 3 Month — 2 Years 1 Year +

17. Hardware is less hard with accelerator

18. 111 days program in Shenzhen 2 weeks demo is San Francisco $50K for 5-10% of your company

19. 1 Intro to China, factories, mentors, other teams 2 Focus on the prototype 3 Negotiating with factories about mass production 4 Product demo, media coverage. Maybe Kickstarter.

20.

21. Concept (ID) P L A N F O R H A R D W A R E S T A R T U P Design-For-Manufacture (DFM) Minimal Viable Product (MVP) Complete Functional Product (CFP) Mass production (MP) Shipment Retail

22. If you have any questions feel free to contact me C O N T A C T alex@petcube.com But that is not all…

23.

24. info@petcube.com Petcube Firmware   engineer Head of marketing Graphic designer H I R I N G

Petcube. How to build a hardware startup from scratch

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