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Steven EidelmanCo-Founder & COO

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So you’re building hardware…

(Welcome to the club!)

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Where does the value come from? How do you know if

you’ll be successful*?

*Disclaimer: learnings apply to consumer product companies

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The device itself? The data? The platform?

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A necessary but NOT sufficient question.

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Two key questions:

1. Why do people buy your product?

2. Why do people use your product?

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Only one way to figure it out:

Listen carefully - to both answers.

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OR

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OR

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Why pets? More specifically, why technology for pets?

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>$10K SPEND PER PET, MAJORITY ON HEALTH.

>60% OF U.S. HOUSES HAVE A DOG OR CAT.

>90% OF OWNERS VIEW THEM AS FAMILY.

MORE U.S. HOUSEHOLDS WITH DOGS THAN KIDS.

10M DOGS GET LOST EVERY YEAR. 1 IN 3 DOGS WILL GET LOST IN THEIR LIFETIME.

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The Whistle Activity Monitor: building a platform around

engagement

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Hardware = Hard

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*HW + SW = harder than HW or SW

HW + SW = Magic*

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We solved #2

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Customers loved the product

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Press loved the product

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Retailers loved the product

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But what about the people that weren’t buying the product?

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We still hadn’t solved for #1 for a majority of pet owners

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Turns out people really want and understand GPS.

And they’re willing to pay for it.

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Obvious value proposition at time of purchase

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Device (that people want) enabled app (that people use)

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Just because people want your product, doesn’t mean everyone will use it.

Just because people use your product, doesn’t mean everyone will buy it.

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Questions? steven@whistle.com