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Hardware Startup: Building Your Product, Business, and Brand [Pehme köide]

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  • Formaat: Paperback / softback, 250 pages
  • Ilmumisaeg: 21-Jul-2015
  • Kirjastus: O'Reilly Media
  • ISBN-10: 1449371035
  • ISBN-13: 9781449371036
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Hardware Startup: Building Your Product, Business, and BrandSuurem pilt
  • Formaat: Paperback / softback, 250 pages
  • Ilmumisaeg: 21-Jul-2015
  • Kirjastus: O'Reilly Media
  • ISBN-10: 1449371035
  • ISBN-13: 9781449371036
Teised raamatud teemal:
Püsilink: https://www.kriso.ee/db/9781449371036.html
Märksõnad:

Thanks to the decreasing cost of prototyping, it’s more feasible for professional makers and first-time entrepreneurs to launch a hardware startup. But exactly how do you go about it? This book provides the roadmap and best practices you need for turning a product idea into a full-fledged business.

Written by three experts from the field, The Hardware Startup takes you from idea validation to launch, complete with practical strategies for funding, market research, branding, prototyping, manufacturing, and distribution. Two-dozen case studies of real-world startups illustrate possible successes and failures at every stage of the process.

  • Validate your idea by learning the needs of potential users
  • Develop branding, marketing, and sales strategies early on
  • Form relationships with the right investment partners
  • Prototype early and often to ensure you’re on the right path
  • Understand processes and pitfalls of manufacturing at scale
  • Jumpstart your business with the help of an accelerator
  • Learn strategies for pricing, marketing, and distribution
  • Be aware of the legal issues your new company may face
Preface ix
1 The Hardware Startup Landscape 1(16)
Early Makers
1(3)
The Whole Earth Catalog
2(1)
Communities Around New Technology
2(1)
MIT Center for Bits and Atoms
3(1)
Make Magazine
3(1)
Technology Enables Scale
4(5)
Rapid Prototyping
5(1)
Inexpensive Components
5(1)
Small-Batch Manufacturing
6(1)
Open Source Hardware
6(1)
Online Community
7(1)
The Supplemental Ecosystem
7(1)
The "Lean Startup" and Efficient Entrepreneurship
8(1)
The Hardware Companies of Today
9(8)
Connected Devices
9(2)
Personal Sensor Devices (Wearables)
11(2)
Robotics
13(1)
Designed Products
14(3)
2 Idea Validation and Community Engagement 17(18)
Your Fellow Hardwarians
20(1)
Your Cofounder and Team
21(2)
Your Mentor(s)
23(3)
Your True Believers and Early Community
26(9)
3 Knowing Your Market 35(18)
The Who, What, and Why of Your Product
36(1)
Researching Your Market: Trends and Competition
36(7)
Market Size
37(1)
Market Trajectory
38(1)
Market Analysis
39(2)
Differentiators
41(2)
Segmenting Your Market
43(3)
Customer Aquisition Cost (CAC) and Lifetime Value (LTV)
43(1)
Demographics and Psychographics
44(1)
Behavioral Segmentation
45(1)
Customer Development
46(7)
4 Branding 53(26)
Your Mission
58(3)
Brand Identity and Personality
61(6)
Brand Assets and Touchpoints
67(7)
Positioning and Differentiation
74(5)
5 Prototyping 79(34)
Reasons for Prototyping
79(4)
Types of Prototyping
83(4)
Prototyping Terms
84(1)
Works-Like and Looks-Like Prototypes
85(1)
Teardowns
86(1)
Assembling Your Team
87(3)
Industrial Design
87(1)
User Experience, Interface, and Interaction Design
88(1)
Mechanical and Electrical Engineering
89(1)
Software
90(1)
Outsourcing Versus Insourcing
90(4)
Outsourcing
91(1)
Insourcing
91(3)
Integrated Circuits
94(4)
Connectivity
98(4)
Software Platforms
102(5)
Software Security and Privacy
107(1)
Glossary of Terms
108(5)
Prototyping and Manufacturing Processes
108(2)
Electrical Components
110(1)
Sensors
111(2)
6 Manufacturing 113(26)
Preparing to Manufacture
114(6)
Where to Manufacture?
120(8)
Supply Chain Management
128(1)
Importing from Foreign Manufacturers
129(2)
What to Look for During Manufacturing
131(3)
Certification
134(2)
Packaging
136(2)
Sustaining Manufacturing
138(1)
7 Acceleration 139(16)
Lemnos Labs
142(2)
HAXLR8R
144(1)
Alpha Lab Gear
145(1)
PCH
146(3)
HighwayI
147(1)
PCH Access
148(1)
Flextronics
149(1)
Choosing an Incubator or Accelerator
150(5)
8 Crowdfunding 155(34)
The Crowdfunding Ecosystem
155(6)
Kickstarter
156(1)
Indiegogo
157(1)
The DIY Approach
158(3)
Planning Your Campaign
161(11)
Understanding Backers and Choosing Campaign Perks
161(3)
Pricing Your Perks
164(5)
Creating a Financial Model
169(2)
Timing with Manufacturing
171(1)
Campaign Page Marketing Materials
172(3)
Driving Traffic
175(8)
Leveraging Social Media and Email Lists
175(4)
Connecting with the Media
179(1)
Organizing PR Materials
180(3)
While Your Campaign Is Live
183(4)
Data-Driven Crowdfunding and Real-Time Adaptation
183(3)
Publishing Updates for Your Community
186(1)
Beyond Crowdfunding: Fundraising for a Company
187(2)
9 Fundraising 189(24)
First Things First
190(1)
Bootstrapping, Debt, and Grants
191(4)
Friends and Family
195(1)
Angel Investors
196(5)
The JOBS Act
197(1)
AngelList
197(4)
Venture Capital
201(8)
Targeting Investors
201(1)
Personalized Introductions
202(2)
Telling a Story
204(4)
Due Diligence
208(1)
Strategics
209(1)
Structuring Your Round
210(3)
10 Going to Market 213(56)
Business Models for Hardware Startups
214(6)
Selling Additional (Physical) Products
215(2)
Selling Services or Content
217(2)
Selling Data
219(1)
Open Source
219(1)
Pricing
220(8)
Cost-Plus Pricing: A Bottom-Up Approach
223(2)
Market-Based Pricing: A Top-Down Approach
225(1)
Value-Based Pricing: Segmentation meets Differentiation
226(2)
Selling It: Marketing 101
228(13)
Step 1: Define your Objective
231(1)
Step 2: Choose your KPIs
232(1)
Step 3: Identify Your Audience, the "Who"
233(1)
Step 4: Select Your Marketing Channels
233(4)
Step 5: Formulate Your Message
237(1)
Step 6: Incorporate a Call to Action
237(1)
Step 7: Specify a Timeline and Budget
238(1)
Step 8: Refine Your Campaign
238(3)
Distribution Channels and Related Marketing Strategies
241(28)
Online Direct Sales
241(4)
Online Specialty Retailers and Retail Aggregator Platforms
245(3)
Small Retailers and Specialty Shops
248(1)
Big-Box Retail
249(12)
Warehousing and Fulfillment
261(8)
11 Legal 269(22)
Company Formation
270(4)
Trademarks
274(1)
Trade Secrets
275(1)
Patents
275(6)
Manufacturing Concerns
281(4)
Liability
281(1)
Manufacturing Agreements
282(1)
Import/Export Considerations
283(2)
Regulatory Concerns and Certification
285(6)
Medical Devices and the FDA
286(4)
Hardware and the FCC
290(1)
Epilogue: The Third Industrial Revolution 291(2)
Index 293
Renee DiResta is a Principal at O'Reilly AlphaTech Ventures (OATV), where she invests in seed-stage technology startups (both hardware and software), researches emerging technology trends, and supports portfolio companies. She is also a member of the O'Reilly Radar team. Prior to OATV, Renee spent seven years as an equity derivatives trader at Jane Street Capital, a quantitative proprietary trading firm in New York City. For fun, she plays with data sets, helps run The Maker Map open-source project, and is a Maker and crafter. Renee holds a B.S. in both Computer Science and Political Science from the Honors College of SUNY Stony Brook. She blogs about her interests and data projects at http://noupsi.de and can be found on Twitter at @noupside. Brady Forrest is Chair of O'Reilly's Where 2.0 and Emerging Technology conferences. Additionally, he co-Chairs Web 2.0 Expo in San Francisco, Berlin and NYC. Brady writes for O'Reilly Radar tracking changes in technology. He previously worked at Microsoft on Live Search (he came to Microsoft when it acquired MongoMusic). Brady lives in Seattle, where he builds cars for Burning Man and runs Ignite. You can track his web travels at Truffle Honey. Ryan Vinyard is the Engineering Lead at Highway1, a hardware-focused startup accelerator located in San Francisco under parent company PCH International. He is a mechanical engineer who came to PCH through its consulting arm Lime Lab, where he developed consumer products for Fortune 500 brands. Previously, Ryan worked at startups in the cleantech and electric vehicle space, where he developed novel powertrain, motor control, and thermal systems. Ryan holds a B.S. in Product Design from Stanford University.