Talk given at Thingscon in Berlin on May 3rd 2014.
Text of Just because you can doesn't mean you should: thoughts on smartness & entrepreneurship in the...
Just because you can doesnt mean you should. Alexandra
Deschamps-Sonsino @iotwatch Thoughts on smartness &
entrepreneurship in #iot
CEO of Tinker London 2007-2010 Good Night Lamp 2012-
This talk in one slide We arent even close to #iot being
mainstream. A lot of men are designing things for womenagain.
Investors are the meatgrinder of the industry Success is a
IOT IS EVERYWHERE!
We are part of a continuum Human-Computer Interaction
Ubiquitous computing / ubicomp blogjects Smart (insert noun)
Internet of Everything Industrial Internet Internet of things
Wearables Connected products .. NORMAL LIFE
But weve been there before.
Smart vs connected.
Were not there yet.
Innovation Diffusion o Communication channels (subjective
perceptions) o Time o Social System (role of opinion leaders &
change agents) 4 ways to spread new ideas
o What TechCrunch / The Verge / GigaOM say o Time o If people
invest in you and retailers know what to do with you 4 ways to
spread new ideas
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
YOUR STARTUP INVESTORS
We 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 funds (Foundry Group/Tech Stars)
Aquihire or death? It used to be people were afraid of starting
businesses because most would fail within 2 years. Now they can
sell it and look successful! Berlin & London have some examples
of this. We are meat for SFs more successful businesses.
The role of experts Supply chain & retail are known
skillsets but are different communities Electronics engineering
isnt easy to find & is expensive but will help design something
scalable A 20 something or a graduate cant help you with
Pacing yourself Incubators & accelerators are often too
short & shouldnt put you off your course. It takes 3 years to
really be known in all markets but also be boring to some. Decide
if youre a one product company or a products company. (Lava Lamp vs
Apple) Both can be successful.
Merci! Grazie! Danke. Alexandra Deschamps-Sonsino @iotwatch