Hardware is Hard

A story about bringing Holiday, intelligent connected lighting, to life…

Kate Carruthers Oct 2013

Products are hard

Even with the resources of a big organisation behind a new

product, it’s still hard

Startups are hard too

Source: Entrepreneur Weekly, Small Business Development Center, Bradley Univ, University of Tennessee Research http://www.statisticbrain.com/startup-failure-by-industry/

Year 1 25% fail Year 2

36% fail Year 3

44% fail

“Knowledge is a terrible burden. It may help you, but it might also destroy you.”

- James Patterson

Hardware

•  More moving parts

•  Needs diverse skills

•  Requires longer lead times

Dan Lynch

Kean Maizels

MarkPesce

Kate Carruthers

RobertTiller

Paul Bridgestock

Team

Formed September 2012, Incorporated February 2013

‘Internet-of-Things’ hardware, apps and services

Initial design, ‘Light’, received huge response in press

Research revealed product design with a much stronger consumer response

March 2013 refocus to bring new product to market

Holiday lighting $10B/year global market

MooresCloud seeks to capture 1% of market within 5 years

Design concept - February 2013

The devil is in the

details…

World’s first programmable, interactive LED fairy lights

50 Independently-addressable LEDs,16M colours, 7m string

Embedded LINUX computer, WiFi & Internet

Endless variations of colour, pattern and animation

Controlled by buttons, smartphone, tablet, PC or Internet

Unique Web-based interface works across all devices

HOLIDAY

Manufacturing prototype - May 2013

HOLIDAY

Web Apps - Sept 2013

Published 22 September Orders doubled overnight! Many buyers in US & EU

Articles in other magazines forthcoming.

The first 3rd-party app developers for Holiday by MooresCloud, Hobart’s Secret Lab have written a app for iOS that transforms any song in an iTunes

library into a festival of light and colour and animation!

MooresCloud has worked closely with Secret Lab to make their app beautiful, responsive and absolutely

engaging, the first of many apps we will create in partnership with developers.

Products happen at the intersection of culture, team, and

creativity

Design is key and is enabled by critical

conversations

Parallel streams

Front end development Back end development Software engineering Operations management Sales Marketing Testing

Industrial design Hardware design Hardware engineering Manufacturing Logistics Legal and compliance Certification

Key Ingredients Solid team Mission clarity Everyone contributes – no freeloaders Skilled and well-aligned partners

Source: http://www.mediamum.net

Key Ingredients Focus:

Business goals Customer needs Role clarity Scope exclusions Quality standards Shipping product

Source: http://www.mediamum.net

Kate Carruthers info@moorescloud.com http://moorescloud.com @MooresCloud