According to the article this week, here are the 5 lessons to learn from the startup failures.

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1. Entrepreneurs should not always be raising at too high a price because it sets you up for a failure
2. First to market isn’t always a guaranteed win
3. No matter your size, the market always chooses the winner
4. Pricing beats perfection
5. No amount of good marketing can save a bad product

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I totally agree with those. Those lessons can be applied for Doppler’s case.

As one of the great Silicon Valley clichés says “Hardware is hard”, only 3% can continue their business in the hardware area.

I’d like to learn more about the lessons specifically for the hardware.

I’ve had a look at b8ta store or its online store regularly for 3-4 years.

(*b8ta is a retail-as-a-service company with a chain of 22 standalone retail stores, which serve as presentation centers for consumer electronics and home goods. https://b8ta.com/)

I think less than 3 % of companies can survive for years.  Additionally, it’s very rare to see the second successful product from the survived companies. I’m always very interested in a lot of products at b8ta, but I’ve never bought any of them personally because I’m worried whether I can get proper services a few years later.

Kraft at Doppler said that he made one mistake that sticks out above the rest. “We fucking started a hardware business! There’s nothing else to talk about. We shouldn’t have done that.”

That might be true. But what could’ve done to be successful with the hardware? How startups can grow and expand their business with hardware?

The reading materials this week raised further questions to me.