Hardware: Building a Startup around a New Concept or Technology
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Hardware: Building a Startup around a New Concept or Technology
Building a hardware product, business and brand around any concept is a challenge—however, when you are building all of this around an unknown concept or new product category, you now face the challenges of a true trailblazer. Two popular recent trailblazers that come to mind are the Amazon Echo and Bitcoin. Both products were able to successfully answer the “why is this necessary?” question, educate consumers and carve out a market niche for themselves.
When you build a product that breaks the mold, or is completely new for an industry, you must successfully balance product development while simultaneously educating consumers. Below are a few ideas on how to develop a hardware product around an unknown concept.
All companies want to sell their product or service and turn a healthy profit. If you are too focused on selling to ABC or XYZ you will be tempted to tailor your product to suit these demographics instead of your vision. Before you even start to map your marketing and sales strategy, make sure that your vision, mission and goals are laid out.
If you are building a completely new hardware product, it will feel easier to try to modify your vision so that your business can be easily categorized by the market. With your vision and business game plan laid out though you will find it much easier to stick to your original goals.
Focus on Educating—Not Selling
Trailblazing companies must first focus on educating consumers about their product before leads can be converted into sales. Educating consumers can come in many forms: blogging, video content and infographics are just a few ways for businesses to reach out and share their business concept without pushing for sales. An education-centric sales approach will allow customers to truly understand your vision and product.
A sales philosophy centered on educating consumers will continually transform and evolve as your target market comes to understand your product and as you find new approaches to reach other demographics.
Slow and Steady Growth
Developing true innovation takes time. Speeding through the product development process can end in disaster. Instead of focusing on speed, focus on quality. Your hardware product is navigating unchartered waters, and you want it to make a big splash when it is debuted—the best way to accomplish this is with a flawless design.
While slow is certainly challenging for many startups, it is the wiser approach. You want a product that can fulfill both your vision and the needs of consumers. If the hardware product isn’t understood by consumers and has too many design flaws, you will face frustrated and confused customers.
“True innovation is coming up with a product that the customer didn’t even know they needed.” — J. Paul Getty
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Three Areas Where 3D Printing Shines
3D printing, also known as additive manufacturing, is one of the most buzzed about technologies of the past five years. The hype around the technology has certainly diminished since its fever pitch in 2014, in which Forbes published, “3-D Printing Is About To Change The World Forever”—and now the genuine potential of the technology is emerging. Certain industries have taken to the technology quicker than others and have been able to successfully implement it into their supply chain. Below we discuss three areas in which 3D printing technology really shines.
Customer Customization
Customization is one of the major benefits of 3D printing. Companies are able to print one-of-a-kind products. One industry that has had great success implementing 3D printing for customization purposes is the designing of prosthetics. Companies and patients have found that they are able to create custom prosthetics at a fraction of the cost with the use of 3D modeling and 3D printing technology.
Designing New Structures
Like anything, traditional manufacturing has its limitations. Until recently certain designs could not be manufactured simply because they were deemed “not possible” or the expense was too exorbitant to be justifiable. However, 3D printing allows for greater design flexibility.
Biomimicry has grown in popularity among product designers and architects, however, these designs are usually manufacturing headaches. “The purpose of biomimicry is to learn from the way nature has optimized structures, designs and objects for maximum performance so that we can use them to create better solutions.” The curvature and delicate nature of the designs are very organic, which poses a challenge when it comes time for production. 3D printing has enabled designers to step out of the traditional way of designing and focus more on what makes the most sense for the product.
Specialty Manufacturing
High variability, low demand products cannot be effectively served by traditional manufacturing methods. If you are a collector of any type of vintage item, then you understand the issues that arise if something breaks or you need to restore a piece. “3-D printing readily solves the challenge of manufacturing rare replacement parts, while also overcoming the obstacle of distribution: a plant exists wherever a printer does.”
Certain components cannot simply be bought, and this is where 3D printing comes into play. With a 3D digital design and a 3D printer, a piece that once was impossible to find can now be produced and put into use in record time.
3D printing technology has found its place in the business landscape. With the continued developments of the technology, it is poised to continue to grow and become even more valuable to businesses.
References:
Lessons Engineers and Architects Should Learn from Nature and Topology Optimization
Four Areas Where 3-D Printing Could Flourish
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3D Innovations is a Product Development Company – from the 3D Design to a fully functional 3D Prototype & Product.
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Four Must-Haves When Searching for a Product Development Firm
Experience
You are going to want an experienced firm. Whether you need them for a single stage in the product development cycle or for the entirety of it, you need a firm that has in-depth experience. This experience means that they will be able to foresee potential issues and help remedy them before they become major problems for your startup. Also, don’t be afraid to reach out to past clients of theirs to ask about their experience with the firm as well.
Industry Knowledge
Are you going into a niche industry? Search out a product development partner with experience in it. Not all firms can be an expert in every industry out there, we advise you to talk to your network and find a firm that has experience in your specific industry. This will not only assist you in the development of your product, but the additional knowledge brought to the table will help get you up to speed on the industry as a whole.
Professional Contacts
Find a product development firm with a large network and extensive “rolodex”. This network includes everything from Intellectual Property Attorneys to Public Relations Experts. Your startup is going to need assistance from a range of professionals as you work to get it off of the ground. Many first-time entrepreneurs quickly realize that they can’t do it all on their own, and need to bring other professionals on-board to keep things moving ahead.
Manufacturing Partnerships
Manufacturing a new hardware project can be a bumpy road. You are going to want, and need, a product development partner that has established relationships with manufacturers. Most product development firms have relationships with both local and international manufacturing companies, and can help you decide what direction will make the most sense for your business. Also, while the product development firm will have manufacturing partners, that doesn’t mean you are required to use them. If you have a manufacturer you feel will be a better fit, make sure your product development firm is willing to work outside their network.
Deciding on a product development firm to partner with is no small task. You are entrusting your idea and invention to another, and you want to be sure that it is going into the right hands. This crucial partnership during the early formative days, weeks, months of your hardware startup can make all the difference.
Have additional product development questions? Contact us at info@3d-innovations.com
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3D Innovations is a Product Development Company – from the 3D Design to a fully functional 3D Prototype & Product.
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Top Four Manufacturing & Commercialization Articles
The manufacturing phase of product development poses unique hurdles, no matter if you are a first time hardware startup or you are a well-known corporation. Most recently and notably, Tesla Inc. CEO, Elon Musk, warned of the production challenges that still lie ahead for the Model 3. No company is immune to production challenges. Whether you have decided to manufacture locally or internationally, you are bound to face one or two hiccups before your product is ready to hit store shelves.
Before you dive into the manufacturing phase, we have compiled four of our top manufacturing and commercialization related articles for you. These articles touch on everything from “what to expect from a manufacturing partner” to “how to design for manufacturing from the start”.
Manufacturing Facts Hardware Entrepreneurs Need To Know
The Complex Relationship of Innovation and Commercialization
Why Does Design For Manufacturability Matter?
What Your Future Manufacturing Partner Wants You To Know
“If you don’t manufacture a quality product, all you’ve got at the end is a bunch of expensive mistakes.”-Eliyahu M. Goldratt
Have additional questions about the manufacturing process? Send them our way, at info@3d-innovations.com
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3D Innovations is a Product Development Company – from the 3D Design to a fully functional 3D Prototype & Product.
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When is the Best Time to Consult a Product Development Firm?
Partnering with a product development firm early in the product development cycle can expedite your time-to-market; however, there are at least three other times in which this partnership is invaluable to your startup.
Technical Expertise
Often times startups are in need of a technical expert to get their idea off the ground. Whether you are a software or hardware startup, the right expertise is necessary and often the difference between success and failure.
An expert with experience in the industry you are trying to navigate will be able to provide you with instrumental insight and get your startup headed in the right direction from the start. As Steve Jobs once stated, “It doesn’t make sense to hire smart people and then tell them what to do; we hire smart people so they can tell us what to do.” While a technical expert won’t tell you what to do, their insight will help you make better informed decisions.
Manufacturing Phase
Manufacturing a product is an expensive undertaking, and becomes even more expensive with each misstep. You need to be sure that your design meets manufacturing requirements and is cost efficient from the very beginning. When working with a product development firm, you can prepare early for this step with a product design centered around Design for Manufacturability.
Design for Manufacturability (DFM) is the process of being proactive during the product design phase by considering the manufacturing stage of product development at the start of the design cycle. Early consideration of the manufacturing phase shortens product development time, minimizes development costs and ensures a smooth transition into production.
At the heart of Design for Manufacturability is a group of design guidelines structured to help the designer reduce costs and manufacturing difficulty. The following is a brief list of these guidelines:
Patent Preparation
The patent process is extremely regimented and your design documentation must adhere to strict guidelines. A product development firm can make certain that you have the necessary line drawings for the patent filing process. Often times product development professionals work directly with patent attorneys to ensure a streamlined and timely filing for your invention.
With the right partnerships in place, your startup can quickly realize its full potential and get your product into the hands of customers.
Have further questions about product development? Send them our way at info@3d-innovations.com
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3D Innovations is a Product Development Company – from the 3D Design to a fully functional 3D Prototype & Product.
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Product Design: Building Products Customers Can’t Live Without
Problem Solver
Is your invention solving a common problem that a segment of the population experiences on a regular basis? People want solutions to everyday annoyances and chances are that if there is a problem you are experiencing frequently, there are others in the same “boat”. If your product is not solving a common problem, you are going to have the added task of explaining to your customers that they are experiencing this “problem” and don’t even realize it.
Price Point
Finding the perfect price is every startups dilemma. If you price it too low, you eat into your profit margin and customers might get the false idea that it is a “cheap” product. However, if you price it too high you risk alienating the customer base you are targeting. Work with focus groups to help determine the right price.
Ease of Use
Is your product easy to use or does a customer need to read instructions beforehand? Customers want products to have a degree of intuition designed into it. If your product is too complicated or made too cumbersome by unnecessary features, you should think about a re-design. “Design works best when it gets out of the user’s way.” –Neil Gajera
Existence
Is your target customer base aware that your product even exists? If you have a great product, but no one is aware that it is on the market, you have a problem. Getting ahead of this potential problem early-on is the best way to make sure this doesn’t happen. Test your product out with focus groups, give working prototypes to people who will share their feedback with you and their experience with others and don’t forget to market your product. You don’t have to have a large marketing budget to make your product known, grassroots marketing can be some of the most effective and cost efficient.
Great product design is the balance of simplicity and functionality.
Need assistance designing a product? We can help! Send our team an e-mail at info@3d-innovations.com so we can get started.
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3D Innovations is a Product Development Company – from the 3D Design to a fully functional 3D Prototype & Product.
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How to Prepare for Your First Patent Attorney Meeting
Below are a few tips on how to prepare for your initial meeting with a patent attorney. Keep in mind that the first meeting can be free—being adequately prepared means that you will be able to glean as much knowledge as possible from this meeting.
Prepare a brief description of your invention.
The key to this description is to be concise. What does your invention do? What are the main functionalities of your invention? This written summary if often called an “invention disclosure statement”, however it doesn’t need to be formal and can be written in any form. Keep it to a page or less in length, and even a paragraph or two will be sufficient.
Write your description so that someone unfamiliar with the product can get an idea of what it does and the technology behind it. Patent attorneys deal with a variety of technology, but don’t always have an extensive technical background, so you want to be able to bring them up to speed quickly on your specific invention.
Bring drawings or a prototype.
Seeing your invention is a quick and efficient way of describing your product to the patent attorney. A prototype allows the patent attorney to assess the product and understand the exact intricacies behind your invention. Depending on the exact nature of your product, a functional prototype might be just what you need for the meeting. However, line drawings or sketches of your product will also work for your initial meeting. These drawings don’t have to be formal, but they should be thorough.
Conduct your own patent search.
This can sound slightly counter-intuitive since you are meeting with a patent attorney, however you should to conduct your own patent search beforehand. Search patent databases such as www.google.com/patents or www.uspto.gov using keywords from your “invention disclosure statement”.
Print the patent search results.
From your patent research, print and bring the patents that are most similar to your idea. You can either print out the patent references or compose a list of them, so that they can be easily retrieved. This will provide a research starting point for the attorney as they conduct a more formal patent search.
We also suggest organizing the above information into a single file folder and include a business card. This way the attorney will have all of your invention information and contact information in one place.
Adequate preparation for this meeting ensures that you will get the most out of your initial meeting and hopefully gain a better understanding as to whether this route makes the most sense for your invention and stage of business.
Have additional questions about patents, prototypes or line drawings? Please send us an e-mail, info@3d-innovations.com
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3D Innovations is a Product Development Company – from the 3D Design to a fully functional 3D Prototype & Product.
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Top Four Hardware Startup Articles
We are delving into the archive and sharing our top four blog posts pertaining to developing, launching, and scaling a hardware startup. These articles touch on everything from the complexities of launching a hardware product to the scaling of your startup. Enjoy!
The Top 3 Challenges Between Launching & Scaling Your Hardware Startup
Hardware Startups: Overcoming Failure to Find Success
Hardware is a Perfectly Complex Mess
Hardware Startups: Can I Patent My Invention?
We have all heard the saying, “hardware is hard” — however, with proper planning and experts by your side, launching your hardware startup doesn’t have to be impossible.
Do you have questions pertaining to your hardware product idea? We would love to help, send them our way at info@3d-innovations.com
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3D Innovations is a Product Development Company – from the 3D Design to a fully functional 3D Prototype & Product.
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Three Technologies Transforming the Hardware Startup Landscape
Over the last five years hardware startups have found it easier to find their footing, reach customers and develop a product without “breaking the bank”. The transforming business landscape for hardware startups can be attributed to advances in technology. Where it once took thousands of dollars for a digital design and prototyping alone, today it can be completed at a fraction of the cost. Below are three technologies that have increased in usability and popularity, and in doing so, transformed the way startups are built.
Digital Designs
3D digital designs are allowing startups the freedom of testing and design validation before building a prototype. While designing a product is a trial-and-error process, digital designs allow you to quickly navigate this stage and settle on a final design that meets both your customers’ needs and manufacturing requirements.
Digital designs speed up the product design process, and ensure a smooth transition into the manufacturing phase. With DFM (design for manufacturability) in mind you can design a product that will increase your manufacturing efficiency while saving you both time and money.
Additive Manufacturing
What exactly is 3D printing? It is defined as, “the action or process of making a physical object from a three-dimensional digital model, typically by laying down many thin layers of a material in succession.” As the material selection continues to expand, so does the application use for additive manufacturing. 3D printing at one time was used specifically for prototyping, and while this is still where it is the most popular, it is moving into the manufacturing domain with short-run production.
Crowdfunding
Starting a business once required bootstrapping or venture capital investment; however, crowdfunding has changed all of this. A well designed product, coupled with a carefully curated crowdfunding campaign, can garnish unprecedented funding to launch your business. Kickstarter and Indiegogo have helped launch some of the most innovative startups.
Crowdfunding might not be the right fit for every startup or every product, but if your idea is a nice fit for this type of funding support, you could be looking at significant help in manufacturing and commercializing your product idea.
The cost prohibitive nature of starting a business has been on the decline and now more than ever, people with an innovative idea can make their product dream a reality.
“When you find an idea that you just can’t stop thinking about, that’s probably a good one to pursue.” — Josh James, Omniture CEO and co-founder
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3D Innovations is a Product Development Company – from the 3D Design to a fully functional 3D Prototype & Product.
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The Complex Relationship of Innovation and Commercialization
Innovation and commercialization are similar yet vastly different. You can have an abundance of ideas, but having the structured process in place to bring them to fruition is key. The path to commercialization is littered with potholes and roadblocks, but you don’t have to navigate them alone.
Often the process of moving a product idea out of the “idea” stage is challenging, so many inventors tend to discard the idea and move on. However, with the right resources and structure in place, you can get your idea off the ground and headed towards commercialization.
Below are a few items to consider when developing the support structure for your business.
Often times inventors and entrepreneurs are viewed as people who lock themselves away to develop an idea, but the truth of the matter is, it takes help from a wide range of people to get an idea on the road to commercialization. Don’t be afraid to reach out and ask for help. If you need a certain skill set that you don’t possess, find someone who does—asking for help might just be the thing that sets your idea on the path to success.
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3D Innovations is a Product Development Company – from the 3D Design to a fully functional 3D Prototype & Product.
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