http://idcee.org/p/ales-spetic/ Aleš is an experienced manager and startup founder. He cofounded and runs CubeSensors. CubeSensors are small, beautiful devices that measure everything about indoors. CubeSensors lead quantified space movement. CubeSensors won Launch Festival’s Best Hardware award and won the first TechCrunch Hardware Battlefield. He cofounded FriedWorks, a private coworking incubator in Slovenia, run TSstartup, a first industry backed accelerator in the CEE region, and still serves as Slovenia's Digital Champion. Prior to that he was cofounder and CEO of Zemanta, where took it from founding, pitching, fundraising, developing partnerships and establishing it as brand and global business. During his computer science studies. Aleš designed and implemented one of the first online trading brokerages in Europe, and successfully run it's operation for two years. After that he published a book on advanced SQL programing at O'Reilly media and moved to several IT related managerial posts, finally serving as a CEO of the top regional system integrator with 160 employees in three countries. He holds an MBA from California State University, Hayward. Pic's are here: http://www.flickr.com/photos/idcee/sets/ More @ http://idcee.org Follow us on: YouTube: http://www.youtube.com/user/OfficialIDCEEChannel Facebook: https://www.facebook.com/IDCEE Linkedin: http://www.linkedin.com/groups/IDCEE-3940138 Twitter: https://twitter.com/idcee_eu Google+: http://gplus.to/idcee Flickr: http://www.flickr.com/photos/idcee/collections/

1. The business of
Hardware Startups
Aleš Špetič, 2014

2. sketching
MVP
scaling
-2 launch
iterating
Aleš Špetič, CubeSensors 2

3. sketching
prototyping
production
manufacturing
scaling
-12 -6 launch
Aleš Špetič, CubeSensors 3

4. hardware
engineering
product
management
manufacturing
design
engineering
selling
ops
usability management
firmware
engineering
backend
logistics
software
engineering
product
user
support
marketing
frontend
safety &
compliance
Aleš Špetič, CubeSensors 4

5. SOFT ltd
1.000.000
500.000
1MM users,
1.500.000
250.000
4% conversion @ $10/year
$400k/ year
HARD ltd
2.500
1.500
2.000
6.000
12.000 units/year,
@ $100, 30% margin
$400k in margin
Aleš Špetič, CubeSensors 5

6. consumer
business tech
Aleš Špetič, CubeSensors 6

7. 60% 10% 30%
R&D
LOGISTICS
MARGIN
Aleš Špetič, CubeSensors 7

8. 20% 10% 10% 10% 25% 25%
R&D BOM
WHOLESALE RETAILER LOGISTICS
MARGIN
direct
online retailers
distribution channels
Aleš Špetič, CubeSensors 8

9. 300
225
150
75
0
Aleš Špetič, CubeSensors 9

10. HW has great exits:
customer loyalty: PC
barriers to entry:
3y
phone
2y
service
1y
app
3m
limited
iterations
working
capital
production
risks
Aleš Špetič, CubeSensors 10

11. ales@cubesensors.com
@alesspetic
hwguide.spetic.si
Aleš Špetič, CubeSensors 11