Start Up Blog

The most obvious startup opportunity in decades is staring us in the face

Posted in entrepreneurship by Steve Sammartino on June 7, 2014

Every now and again there are movements which gather pace and very quickly form industries. Industries which have inevitability about them. Industries which are suited to the startup realm more than they are to corporate giants. Industries in which it is clear to see that a void will be filled and fortunes will be made. The kind of concepts that are who and when, rather than if and how.

The personal computer industry had this in the late 1970’s and early 1980’s. The the media industry was clearly going to be transformed in the 1990’s witht the dot come boom and right now the web of things is a big opportunity that most industries are failing to see, or at least act on. The thing that they are failing to see is that every product people buy is also going to become a tiny computer. So here’s a question entrepreneurs searching for an idea should ask themselves:

How can I turn product X into a computer?

The companies who already make product X probably know it to, but I seriously doubt they’ll do anything about it. Especially if the company was born before the internet. They’re likely to do what they’ve always done; try to make their product cost cheaper than last year, and maintain their market share. It’s what industrialists do as they return a profit to their shareholders while mitigating risk and changing incrementally – or only once the market demands change. Sure, their are more innovative established firms who’ll see this opportunity and act on it, but they’ll be in the minority. This means that the opportunity is a massive white space for entrepreneurs. A white space where you can turn your hobby into a company – by doing exactly what the question asks. Putting a computer onto a product you love. I intend to do it for surfing. And this isn’t some fanciful development years from now it’s already happening:

LIFX did an amazing job making web enable light globes to change the home.

LIXF light globe

The Moxie showerhead has a wifi enabled speaker inside it so you can rock out while bathing.

Moxie wifi speaker Shower head

We’ve also seen connectivity on home locks, sports shoes, cars, and clothing, so why not milk cartons or cricket bats?

In fact, have a look around your home and office – look at something and that thing will be connected to the internet at some point in the next 10 years. Whether the connected technology  will enhance utility, automation, the smart home, e-commerce or feed into the quantified self, it is going to happen. And the entrepreneurs may not even need to make the thing – it might be attached to the product others make. There’s any manner of ways it can be mashed up. And given that these things that will be connected to the internet already exist, with established markets, the exit potential is clear and simple. So the only question remaining is whether or not you’ll do it or watch while other entrepreneurs fill the void.

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4 Responses

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  1. Ben Rowe (@benhyphenrowe) said, on June 8, 2014 at 9:44 am

    Great Post Steve – but I’m perplexed. Why is she wearing sunglasses in the shower?

    • Steve Sammartino said, on June 8, 2014 at 10:51 am

      Well Benji – I think she is rocking out in the shower – becuase of her wifi music and she really wants to get that disco feeling on.
      Steve.

    • Andrew Gunstone (@gunstone) said, on June 11, 2014 at 2:39 pm

      I’m pretty sure they are Google sunGlasses. She’s rocking out, whilst also reading an online newspaper.

      • Steve Sammartino said, on June 11, 2014 at 9:15 pm

        Yes Andrew…..and composing a jovial email for work – all simultaneously…


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