When most people think of a startup, they probably think of an app developer or entrepreneurial coder working to solve a problem with something digital. But with Kickstarter, 3D printing and a tech press that loves to write about creative new inventions, hardware startups are becoming much more doable — if you know what you’re doing.
The Hardware Startup explains how to turn your invention into a successful product and business, exploring issues including branding, business development and building physical products in a landscape more focused on digital creations. The book is written by investor and business development executive Renee DiResta; and Brady Forrest and Ryan Vinyard, leaders from hardware accelerator Highway1. Forrest, a speaker at the upcoming GeekWire Summit, is also featured in the upcoming Syfy series Bazillion Dollar Club.
From the moment you come up with your world-changing idea, The Hardware Startup helps to anticipate and overcome the hurdles you’ll face while bringing your product to market.
The book is broken up into 11 standalone sections, including more general startup advice like branding and market research, and hardware-specific tips for things like prototyping and taking a physical product to market. Each chapter is interspersed with case studies, explaining how successful and unsuccessful startups dealt with various situations.
Some of the advice from The Hardware Startup might seem obvious from the outset, like researching the market or building multiple prototypes. But DiResta, Forrest and Vinyard pull out some very specific examples of problems you will likely encounter but might not see coming.
For example, there is a key difference in branding between digital and hardware products. While all-digital companies can worry about branding after a product is ready for the market, the authors point out that hardware branding is something to consider before almost anything else.
“When you are on a physical shelf, there is no website with help text or comparison charts that can explain the virtues of your product,” the Branding chapter reads. “If either your device or your competitor’s device will satisfy their objectives for approximately the same price, brand becomes a powerful differentiator.”
The book also gives some valuable advice about prototyping. Using IDEO’s development of the first Apple mouse, the book explores how starting with a physical model instead of a computer-assisted design helped make something that was a hit with users. By making hundreds of forms, IDEO was able to find the best ergonomics for the new interaction device.
The Hardware Startup examines some broader startup obstacles as well, but with an eye on the hardware market. From building the right team to marketing a crowdfunding campaign, hardware startups deal with some special challenges. With each chapter written as a standalone guide to a particular topic, founders who have a team already or who are just interested in specific topics can quickly find what they need.
If you’ve got an idea for a hardware-focused startup, whether it be a shoe-based fitness tracker or a money-saving kitchen robot, The Hardware Startup is a great guidebook on your journey from idea to store shelves. Published by O’Reilly Media, the book is also available on Amazon.
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