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Making Hardware
Less Hard:
Lessons From 200
Hardware Investments
Benjamin Joffe

SOSV / HAX Ventures
SOSV
• $400M fund

• Early stage (pre-seed to A)

• Deep tech (Hardware, Life Sciences & more)

• Program-based

• 700 investments
HAX
• Hardware only

• Prototype-stage

• Industry, Enterprise, Health, Consumer

• 200 investments

• Shenzhen & SF

• 30 staff to help!
@benjaminjoffe
• Eng. :)

• 18y in Telecom, Consulting (CEO), Gaming, Hardware

• China, Japan, Korea, Silicon Valley

• Writer (Forbes, TC, VB, IEEE Spectrum)

• Speaker (>200 talks, 30+ countries)

• Angel investor
The classic way
Let’s do a startup!
Startup
• Team

• Tech

• Trend

• Timing
Team?
• Vision

• Tech

• Execution

• Communication
First
Prototype
Prototype
First
Prototype
Iterations
More prototypes
First
Prototype
Iterations
Production
PR
Sales
Marketing
Logistics
Distribution
Recruiting
Financing
Legal
And everything else
How fast can you learn?
• Get advice

• Hire

• (Outsource)
Resources
• R&D

• Prototyping

• Production

• Customers

• Funding
HAX Model
• R&D : where you can hire

• Prototyping : Shenzhen

• Production : Shenzhen

• Customers : home country first, then USA?

• Funding : home country first, then USA?
Shenzhen
Have you visited?
Why Shenzhen
• Speed! “One week in Shenzhen is a month elsewhere”
• Costs
• Skills
• (Any) Scale
Making Hardware Less Hard: Lessons from 200 Investments
The other (better?) way
• Customers!

• Positioning
i-Corps Program
• Prepares scientists and engineers

to go beyond the lab and move toward

commercialization.

• “Customer discovery”

• “Get out of the building”

• Talk to 100 customers

• 7 weeks to identify

• Knowledge gaps

• Best path forward
Steve Blank
Result
• $70k on Kickstarter

• New product: IoT platform

• $2M on Kickstarter

• VC funding
Lessons?
• Closed down!

• New Market?

• Pricing, purchasing, distribution

“Great engineers don't tend to make great business people”
“They were hipsters in an engineer's game.

You need Eggheads, and beancounters to make it solvent.”
Let’s talk audio
Portable
Bluetooth
(Jawbone)
Raised $984 million
IKEA…
Design & Bass
Noise
Canceling
Making Hardware Less Hard: Lessons from 200 Investments
Wireless
(Airpods)
Smart Speakers / Voice Assistants
“Xiaomization” is coming
Making Hardware Less Hard: Lessons from 200 Investments
Standing out
Kickstarter: 1,559 backers pledged $784,320
Loud
(Soundboks)
Raised $161 million
“Implosive sound”
(Devialet)
What next?
• Personalized

• Specialized
Your shape
(Revols)
Acquired! (too early?)
Making Hardware Less Hard: Lessons from 200 Investments
Raised $22 million
Your hearing
(Nura)
Making Hardware Less Hard: Lessons from 200 Investments
The Future
• Science

• Software
…adds ANC &
‘transparency’
Wireless+
(Bragi)
Raised $25 million
“Smart hearable”
• Moving to software

• Adding features (filtering, activity tracking, testing, translation)

“Proof of concept with 200,000 units”
Oyalabs
Child language
monitor (NLP)
Electro
Encephalography
(EEG)
Focus Headphones
(Mindset)
Sleep Headphones
(Kokoon)
Talking about sleep…
Tech vs. Problems
How can you help sleep?
HAX Sleep Tech
• Kokoon: Headphones for sleep

• Moona: Temperature control for pillow

• Sana: Mask to sleep in 10 min

• Circadia: Contactless sleep tracking & therapies

• Zennea: Snoring treatment
Making Hardware Less Hard: Lessons from 200 Investments
Moona
Pillow thermostat
Sana pivot
Pain relief mask
Circadia
Non-contact sensor
+ light therapy lamp
+ training app
Circadia
Design pivot
Raybaby
Non-contact
sleep & breathing
baby monitor
Ultrawideband Radar (UWB)
Zennea
(Snoring therapy)
A word on
photography
Lytro
Light field
photography
Raised $216 million
Acquired by Google !$40 million
Making Hardware Less Hard: Lessons from 200 Investments
Making Hardware Less Hard: Lessons from 200 Investments
360 audio+video
(Aurovis)
A.I. Selfie Phone
(Meitu)
$3.2 billion market cap
Making Hardware Less Hard: Lessons from 200 Investments
Gimbal
(DJI Osmo 2)
In Closing
In Closing
• Science

• Positioning

• Resources

• Skills

• China = future of productization?

• Keep innovating
Questions?
@benjaminjoffe

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Making Hardware Less Hard: Lessons from 200 Investments