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Hack Chat Transcript, Part 3
05/08/2019 at 20:08 • 0 comments@Rob Reynolds Do you have any insider info on how well going to makerfair (or similar) works for someone just starting out? I'm hoping (long term) to build open hardware for a living, but don't have much of any idea how to get started on the biz/sales/marketing side.
@Caleb I don't yet, as I haven't done that route yet, but we should know more when Nick returns from MakerFaire.
@Shawn Hymel Do you currently sell any of your own DIY creations, or do you live off selling your services? Tangent question, does passive income from prior work provide you with significant returns (if you dont mind my asking)? (Youtube ads, affiliate marketing, other?)
@Caleb I can also put in my 2 cents: events like Maker Faire are great for building a network of potential partners, but did not seem to do much for direct sales. Maker Faire, especially, is mostly kids now with little/no disposable income.
I did a makerfaire, got a lot of interest but in the long run product not ready and the big boys came into the market and killed any chance
@Rob Reynolds thanks, do you know if he'll be posting his experience anywhere?
@Shawn Hymel I recently started a mailing list for the PewPew devices, but that's mostly people who already have one
@Michael Graham I don't sell any product (yet), as all my income is from services. I've had luck creating content for Udemy, which gives me some passive income.
@doug.leppard Did you gather any new audience and if yes, through what channels?
@Shawn Hymel Ohh, that's a good point about how much open cash the audience has. Defcon might be a good counterexample. Lots of cash flowing there for the badge-scene.
@Caleb Nick has been pretty good about posting progress on Insta and Twitter, I'm assuming he give give a debrief once it's all over
@Caleb definitely....working professionals usually decent amounts of cash to burn.
*have
@Shawn Hymel Any recommendation of how to keep in touch with audience? Gather them in a mailing list? Redirect them all to one specific site or being active on multiple sites at once and in the end when product goes live, notify them about the website where they can purchase?
@Rob Reynolds just to be sure, you're talking about Nick Poole?
@TheMarpe It depends on what the audience likes. We found at SparkFun that many of our buyers came in through the email newsletter, which often proved more beneficial for sales than a Twitter following.
@Caleb yes :)
Another question for the room: how do you all like to interact with a brand (e.g. get news updates or new product listings)? Email, social media, YouTube?
email
me, email
But I keep hearing that email is dead, lol
Email
email, with links to YouTube is fine.
I'm still amused at how many marketing blogs/books say that social media is the way to go, and yet, lots of us technical people enjoy the email still!
@TheMarpe This isn't an electronics example, but Matt Colvile mentions at the end of each of his videos that his company has a kickstarter coming up. The lesson being thow a footnote in every (long form) message about your next project. He specifically uses a mailing list, that he promises to use once and only once to annouce the kickstater. Presumably he'll build a new one for the next project.
@TheMarpe at makersfair? No new channels but a bunch of names that were interested, but like I said it wasn;t ready and I dropped it. fun experience if you like talking to people
Email but only if they are infrequent & offer me value or else I unsubscribe. I so like facebook because the stores as so brief.
So if anyone is making a product for the Hackaday crowd, it sounds like building an email newsletter is the way to go.
@Rob Reynolds thanks, I'll keep an eye out.
@Shawn Hymel What exactly do you mean by that?
Email, since a well designed newsletter makes it easy to skim trough the various announcements. And I always appreciate a youtube video to discover in more details a product that would seem interesting.
OK, that about wraps up the official hour, but of course if Shawn wants to stay on to chat, that would be great too. I want to thank Shawn for stopping by here and getting everyone's capitalist juices flowing. I know I learned a lot.
Just a reminder that next week Akiba will be here to discuss IoT and Agriculture - https://hackaday.io/event/165315-iot-for-agriculture-hack-chat-with-akiba. NOTE THE TIME!!! We're doing the next Hack Chat on Wednesday at 5:00 PM Pacific rather than the usual noon, so as to accommodate Akiba, who lives in Japan.
@Shawn Hymel if you do have to go, would you mind posting the remainder of your slides?
Also, if you're going to the Maker Faire Bay Area, makes sure you stop by one of the two Tindie x MFBA events:
Thursday 16 May - HDDG at Supplyframe's office
https://www.meetup.com/Hardware-Developers-Didactic-Galactic/events/261115241/
Saturday 18 May - Hackaday x Tindie Party with Kickstarter
https://www.eventbrite.com/e/the-6th-annual-hackaday-x-tindie-mfba-meetup-w-kickstarter-tickets-61279359213?aff=Tindie
@Shawn Hymel Actually, is there any video recording of the entire talk you gave at kicon?
An finally, I'll be posting a transcript of this chat, along with Shawn's KiCon talk slides if he's OK with that.
@Asher Gomez Whenever you're making updates on a page (e.g. your blog), have a prominent link that says something like "subscribe to my email newsletter." Send people infrequent updates about new progress that you think they might like. When you're ready to announce your product or Kickstarter, send out an email to people in that list.
Good point, that would be even better. -
Hack Chat Transcript, Part 2
05/08/2019 at 20:07 • 0 commentsagree
https://www.etsy.com/shop/RadiantArtifacts
Original Home Goods, Novelties, & LED Cosplay Props! by RadiantArtifacts
You searched for: RadiantArtifacts! Discover the unique items that RadiantArtifacts creates. At Etsy, we pride ourselves on our global community of sellers. Each Etsy seller helps contribute to a global marketplace of creative goods. By supporting RadiantArtifacts, you're supporting a small business, and, in turn, Etsy!
Nice! So you're appealing to the art, home goods, cosplay crowd it seems?
@Caleb Maybe with a big BUT. Etsys primary audience is WOMEN. I
Yes, exactly.
sadly marketing maker stuff rarely works for me, as i buy it when i need it, not when i feel like it
Etsy is great for custom items or items more at the consumer end, rather than boards and shields.
@Michael Graham : know your audience. Has anyone tried selling more bare hacker/maker electronics on Etsy? Any lucj there?
That's a good point,@Michael Graham your stuff does have more of a craft bent than the kind of thing I make.
*luck
Yeah, that was going to be my point. I only know Etsy through my daughter, who always wanted to start a store for her leathercrafts. Is it really the place for boards and widgets?
I would think Tindie or rolling your own ecommerce site would be the way to go, but I don't have the data to support it.
@caleb I do not think a custom pcb by itself would do well on etsy. BUT if you integrated it to create some custom solution that only you offer that appeals to women then you have something. Just my opinion.
I hit enter too soon.Michael a lot of interesting stuff
It's one thing to get a lot of eyeballs on your products, but it's another to get the right eyeballs on it.
I can say that you get some free views on tindie. A (small) number of people do seem to browse the site.
@Dan good point...that brings up my next slide: how do you figure out your audience?
What about starting with CrowdSupply? anyone try stuff with them?
CrowdSupply and GroupGets seem to be like the Kickstarter of electronics
I don't think they offer a storefront once your campaign is done (I could be wrong)
Did anyone do a preorder or a campaign before? So that it was possible to order a larger batch without risk of not getting customers?
@Shawn Hymel they do offer a storefront
@Arsenijs Good to know!
With full ecommerce like what Tindie offers?
I think all of the major crowdfunding sites let you keep the campaign page up so you can take orders through it or direct people to your new store.
Not sure what you mean by that, but they do have an option to "sell" stuff after the manufacturing's... either gone through and the stuff's been sent, or right after the campaign has finished (I don't recall exactly, sorry)
Yeah, I was able to purchase a limeSDR mini through CrowdSupply after the campaign ended.
https://www.crowdsupply.com/sifive/hifive-unleashed
HiFive Unleashed
The world's first RISC-V-based, Linux-capable development board
there's an "add to cart" version
Ah! That's a good one with "Add to Cart."
Many people over order for their crowdfunding campaigns and then sell on Tindie or their own store after.
@Shawn Hymel Maybe before moving on to another slide, I'd like to know your opinion on crowdfunding platforms such as kickstarter as marketing vectors.
I couldn't find an example...only pre-order stuff
crowdfunding is really more a marketing thing than actual financing strategy
@Leo I started a CrowdSupply but tripped in the homestrtch on my design and never released. They were helpful but I had to do all the legwork creating the pages using the github UI. It was way more work than I anticipated and looking forward I dont think I will ever do a crowdfund again.
these days, at least
@Nicolas Schurando I jumped the gun a bit :) Kickstarter-like sites can be really useful for gauging interest and to help seed some manufacturing money. However, it's still not a substitute for marketing. Just like posting your product on any site, it won't necessarily drive eyeballs to it magically.
@Shawn Hymel What about some tips on funding a project?
@deshipu I agree to me they are proving people will buy your product
@Michael Graham How would you go about making a batch of slightly more expensive product? Would you just order it and hope it sells out, or would you do some kind of preordering?
@Asher Gomez Build an audience first. That can be with a newsletter, social media followers, forum people, etc. Once they know you exist and like what you're doing, then pitch them.
@Shaw
@Asher Gomez Otherwise, you
@Shawn Hymel Thanks again.
*you're hoping that your product goes viral on it's own merits. Not necessarily a good strategy.
@Asher Gomez np :)
@Shawn Hymel Is there any standard correlation between number of people / views and number of sales?
*@The
@Shawn Hymel I agree, however the fact that they provide a landing page for a project that you can redirect people to through inbound marketing is, in my opinion, interesting.
https://slicingpie.com/ for the self funded.
I am doing a startup, medical device, that has a dozen people on the team, but it is all self funded. We are using@TheMarpe I would say yes, there is definitely a correlation, but that number can vary wildly. It's more important to get the right people looking at your page/profile rather than just a lot of them.
If you untick "enter to send" in the bottom left, you won't accidentally send a message with part of someones name b/c you hit enter instead of tab.
Whoops, bottom right.
@Nicolas Schurando are you talking about CrowdSupply?
oh you mean your other left
Usually, yes
that slicing pie website hurts my eyes....
main picture seems upscaled...
yes but very successful and extremely helpful
@Caleb thanks :)
@TheMarpe Depending a lot on the product, seems to me like sometimes its a cheaper/easier strategy to simply give customers a chance to buy it directly and see what happens. Skip the hub-ubb of a big campaign and just build a couple units and see if ppl bite. Just a thought but nowadays it seems like people dont even trust that they will ever receive a Kickstarter 3d printer for example.
hackaday.io, github, twitter, etc) can be very helpful to start converations and later make sales.
When first starting out participating in interested communities helps you gauge interest. Linking to your product or store from you online profiles (@Jasmine Brackett agreed! I even recommend starting before or while you're working on the product. Kickstarter launch day is the wrong time to begin marketing.
@Michael Graham I think crowdfunding is a good way to get pre-orders if you're already established, but need the capital to do a big run of something. See the recent fomu project from TimVideos.
@Michael Graham So just build a couple of more expensive prototypes with intention to sell like you have a stock in place, and see from there on if audience is interested enough that it will sell through even if you order a bigger batch?
If you can...sometimes products (medical, etc.) need to be secret for various reasons.
conference badges :(
@Rob Reynolds ! I'm gonna call out my fellow SparkFun person in the room :)
HiSome badges are open. The bomb one (can't remember the actual name) for defcon is/was being crowdfunded.
@Shawn Hymel seems to me a early on slide is why are you doing this in the first place?
@doug.leppard Are you talking about the funnel slide?
@Shawn Hymel I had kickstarter in mind, and tbh didn't know about crowdsupply until 30 minutes ago, but I suppose my comment applies to both. I think those platform have value if you send a few prototypes of what it is that you're going to manufacture to people who have a bigger reach (youtube channels, instagram accounts, etc.) and make sure that when they talk about the product, they mention the landing page of the ongoing crowsourcing campaign. But I might be wrong.
No not the funnel, why are you wanting to sell things? Make money, personal pleasure that you can sell something, help the world?
@Nicolas Schurando That is definitely one approach. I think most agreed that Kickstarter-like campaigns can help raise initial funds to manufacturer. What you're talking about is "influencer marketing." You send prototypes to people and have them review it.
Hey Shawn! Wanted to jump in from the beginning, but of course, project needs to get completed for video shoot, and I'm about three months behind for something I found out about Monday and have to have done tomorrow :-)
@Nicolas Schurando The key there is that you need to have an amazing, basically complete project or be willing to shell out money to those reviewers.
*product
https://www.tindie.com/stores/visgence/) sell, on average, a couple of units per week on Tindie. ASFAIK, it's all organic traffic from Tindie itself, as we don't really do any extra marketing. The most successful products were built for a market that we knew existed because either:
We (a) we saw either a specific interest from at least one person or
b) the product was something we needed and assumed someone else might, too
@doug.leppard Me personally or in general? For me, I basically only sell my services as a content creator. Electronics are a tool to that end (and what I like to teach). In general, I think that's a personal question for each person wanting to sell something.
@Shawn Hymel Agreed!
@Michael Harris How do you go about manufacturing your products? How big are your batches?
We have another familiar Sparkfun face who is heading to MakerFaire with several small batches of kits he's designed. Basic soldering kits, but with a cool take home project when they're completed. I definitely think that's going to help him to get a little more recognition as someone who has a line of products to sell.
@Rob Reynolds No worries. Good luck!
@Shawn Hymel I meant each person needs to answer that question for themselves else they will be frustrated and not hit their goals
We get PCBs from PCBWay and use a very sophisticated neural network-powered system (me) to place components, then reflow with one of the small chinese batch ovens
@Rob Reynolds Yes, I've been watching Nick's posts on Twitter and Instagram. I'm excited for those kits.
@Michael Harris Tindie does ok in search engines and has a pretty long tail for SEO keywords.
@Caleb what I mean is that they are usually secret before the conference
@Jasmine Brackett That's good to know. I think a lot of our customers share stories or hear about each others projects and probably find their way via search
@doug.leppard Ah, yes. Good point. If someone doesn't have the why, it will be very frustrating. I've definitely started off thinking I could make a living off some small project (open source laser tag comes to mind), but ultimately came to the conclusion that it was a project and not really sustainable.
@TheMarpe as for batch sizes, we usually do stuff in batches of 25-50. Small enough to finish in an afternoon (or two, if there are through-hole components)
to me it is the joy of making it, rest (marketing support etc) is a lot of work
Hackaday.io following, YouTube subscribers) and selling to them?
Does anyone here have any luck maintaining a subscription list (newsletter,www.sensive.io was fun at first but now it is real work.
My startup@Michael Harris Interesting, thanks :)
@Shawn Hymel your open source laser tag weapon is sitting here next to me as we speak. And not generating any income. But I know exactly what you mean. What I think is an amazing product might just be an interesting project. It's tough to know what the market wants
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Hack Chat Transcript, Part 1
05/08/2019 at 20:06 • 0 commentsHi everyone - Hack Chat starts in about 15 minutes. Shawn Hymel will be talking about the business end of hacking.
hacking? I got an email that says: " He'll be dropping by the Hack Chat to talk about everything you ever wanted to know about marketing your hardware projects but was afraid to ask."
about how long will the chat be?
Dunno if it's strictly hacking, but I'll be talking about how to sell and market hardware stuff that you might be working on. It's based on a talk I gave at KiCon.
Nice, I cant wait.
Hacking as in building electronic projects
thanks for being here and sharing
Just asking, why shawb left sparkfun?
*Shawn
I wanted to pursue my own thing....I'm making videos and content now for other companies.
I hate when the keyboard laggs on my phone
Shawn what was your main role at sparkfun?
I was an engineer for 1.5 years (laying out boards, writing libraries). After that, I spent 3.5 years in marketing making videos, writing tutorials, and going to events. I think my official title for that was "creative engineer."
OK, it's noon here in the Pacific time zone, so let's kick things off. I'm pleased to welcome Shawn Hymel to the Hack Chat today to share his experiences with marketing and selling hardware projects.
Looks like you've already given a little bit of your background at Sparkfun, Shawn. Anything else to add?
Sure! just for folks who missed it: I worked at SparkFun for 5 years, with 3.5 of them being for the marketing department. I really enjoyed making videos and tutorials, but I got more into marketing strategy toward the end. I found out that there was a lot more science that goes into marketing than I initially thought.
At KiCon last month, I gave a talk about how to market and sell a device, aimed at hobbyists and people looking to sell their weekend hardware projects. I’d like to go over a few of the slides I used as a starting point for our discussion.
It’s not marketing yet, but I’d like to start with a question to everyone here. What recommendations do you have for an electronics assembly or turnkey contract manufacturer (if you’ve used one)? This is for my own curiosity :)
I sent this basic project out to Screaming Circuits for some estimates, and found that it didn't seem worthwhile to manufacture anything less than qty 1000 if you hoped to maybe make money off it :-/
What was the mix of SMT to through hole? Through hole tends to be the expensive step of China
I found that 100 brings cost down, but 1000 and up is thee real savings
outside of china
A local one called Elektromont, they charge a lot, but it's fast and you don't need to bother with hard to solder components.
There were only 8 unique SMT parts on it, no PTH
It seems that it takes a lot more to units to bring it down much more.
@pop13 ?
good to know! Was there a certain quantity you recommend with Elektromont,*minimum qty
1000 seems like a lot to manufacture up front, but is it that much in terms of sales? IOW, isn't selling 1000 units of something a pretty reasonable expectation?
@Shawn Hymel Matrix Circuits in New London, IA is a good shop. It's not really a minimum quantity as much as a minimum dollar amount.
No idea, mind you - never tried to sell anything on Tindie or anywhere else. Just seems like a reasonable number to me.
I think it heavily depends on what you expect. I can say that at SparkFun, we would usually assume a minimum quantity of only a few hundred.
pcb.ng and macrofab.
I have heard of@Shawn Hymel I love the thoroughness of your videos and will be anxious to hear more about your experiences branching out on your own.
HI Im new to HackChat, does this have a video segment or something? AnywayChris from Circuithub was speaking at KiCad. They have more detailed cost breakouts in their automated quoting system and lets you slide the volume to see how it changes
@Audi McAvoy nice! Do you know what the min $ was?
depends on board but 100 can test the market and proof of concept without going broke
It's around 200 for stuff with stuff like BGAs and large boards. For small simple stuff about 50, they do manual assembly and have smt pick and place lines.
@jonathanfdillon good to know, I'll have to check out his video when they're posted
@Shawn Hymel Re: min quant at Sparkfun, do you mean you would do runs of 100 for most products?
I'm afraid to through out a number from memory. Sorry.
@Caleb I would say in the 100-200 range for initial quantities
@Audi McAvoy no worries :)
@Michael Graham - no video, just text.
@pop13 that seems pretty reasonable
@Shawn Hymel That's less than I expected. Were the quntitites so low b/c you could do them in house?
Although Shawn will be pasting in some slides
Or just that low to test new products?
Who said shipping a thousand would be good?
@Caleb Yes, almost all assembly was done in-house
no.
@Caleb And many times it would be to test how well a product would sell
Gotcha, makes sense, thanks.
From there, we could gauge interest and make more/less as needed
Here are a few things I found for ways to sell your device. Having worked at SparkFun, I can say that trying to get SparkFun (and I assume Adafruit is similar) to carry your device is really hard. It’s a lot easier to get them to resell it vs. having them manufacture it (as they prioritize their own designs). So, if you pitch them, I recommend getting your own manufacturer and promise you’ll do a good “getting started” guide for them.
Anyone here have any luck selling their device through a marketplace or through their own site? What was your experience like?
I tried adafruit once couldn't get them to return my emails, don;t blame them
I've sold a couple dozen dumb little boards on Tindie. It hasn't made any money, but has been educational.
I agree with caleb was educational
@Caleb educational in terms of...?
Customer support for the product was minimal, customer support for international shipping issues was significant.
@Caleb Is the Tindie process difficult? I haven't gone through them yet
The tindie weekly emails are particularly useful. I average about 10-20 views a week, and maybe one sale every 4 weeks.
@caleb, what's you storename?
Tindie is easy to set up. I'm not sure it's as easy to get real sales.
educational of the process of build, manufacturing, working with others etc
heh, same, but it's one sale every 2-3 months
@Jasmine Brackett Crowbar Tech, I've only got the one thing for sale at the moment. It's extra boards from last defcon.
@doug.leppard Good to know...I'm considering selling a few of my side projects there for fun, too, but I know they likely won't sell much.
https://github.com/limpkin/tindieorderprintout
for anyone wanting to automate orders fetching from tindie, i made a script a while back allowing you to do so:generates pdf of orders, can send an email to your logistics center for shipping
Cool! Thanks for sharing that
@Shawn Hymel -regarding marketplace. I have a successful business on etsy selling custom 3d printed widgets. More art than machines, but I am currently developing a new kind of CNC equipment to serve an untapped market. Ive used a couple kinds of webstores but Etsy is by far the best.
planning to release 3 more products, so that people actually have something to be interested. Plus, of course, gotta have something good so that people actually are interested
@Michael Graham How so? Did you get lots of views/buys on Etsy?
@Michael Graham do you think Etsy is the best just because there's the most people there?
@Shawn Hymel Any tips for developing a product?
oh shit, I can't into typing. last reason - "so that people have actual reasons to buy"
@Arsenijs That's a good point. Even though I like doing marketing, you need a great product to start with.
@Arsenijs Awesome!
@Shawn Hymel How would you market the kind of tiny widgets that people sell on tindie?
@Asher Gomez It really comes down to what people want. Spend some time learning your audience (potential buyers) and figure out what they like, what will make their life easier, etc.
@Shawn Hymel Thanks.
@Asher Gomez After that, it's a lot of aesthetic design and design for manufacturing, which I'm guessing will be another Hack Chat for another time :)
Does "great product" mean "wide appeal" (so the market is likely to be large, but filled with other products), or "niche" (so the market is small, but maybe not so well served)?
both have their own pros and cons?
Do you only aim at makers or also "mainstream" users?
@Shawn Hymel - DFM is actually the theme for the Hackaday Prize this year
@Audi McAvoy I do know that Dave Jones reccomends niche. His logic is that folks like us can't beat the big folks, so it's better to adopt a galapagos strategy.
@Henrik Ding!
what's mainstream? I.e. you can probably sell drone accessories on Tindie, for drone enthusiasts that aren't makers but want to get upgrades for their tech
If you're just starting out, I think that going niche is the way to go. If you try to make something that say, competes with the iWatch directly, you probably won't sell much.
Yeah, Mooltipass and RC2014 are top sellers on Tindie and are examples of a specific product niche.
@Caleb said
Whatso some self-developed i.e. power distribution boards could sure find a market, even if they're not developed with makers in mind
When it comes to marketing, most people equate that with advertising, but advertising is just a component of marketing. We normally think of marketing as billboards, radio ads, web banners, etc. These are known as “outbound marketing” techniques. You pay money to have a radio station, web site, etc. force your ad on some unsuspecting victim. Think about your own experiences: how often do you pay attention or click through these types of ads?
(-Marketplace thread.) Well, Ebay has a terrible UI and I have trust issues with that marketplace. I tried the total DIY route with freewebstore but few ppl found me and it was a lot of maintenance work. Tindie doesnt seem to have a large market nor do I see it being applicable to things other than PCBs (no offence HAD). On the other hand Etsy BRINGS ME customers and the UI on computer & phone is ideal. Ive experimented with advertising and google ads seem to yield more than facebook or etsy ads. I started in earnest a few months ago and have nearly 200 sales. (Not bragging, ive wasted tons of money on failed experiments in the past :P )
@Michael Graham that's good info, thanks
Thanks for the insights. I've had an idea for a while now; but, it is niche. Which has stopped me from pursuing it.
@Michael Graham Good to know about the different market places! Forgive me if you already posted it: could you share your page on Etsy so we can see an example of it?
Yes, very interesting.
@Michael Graham Thanks, Do you think etsy is a good place to sell electronics as well?