S3 E7: Building Bootstrapped Hardware That Sells with Christian Reed

Darby Dunn, embodying excellence in #manufacturing and #operations, she joins the show drawing from her tenure at SpaceX building the Dragon spacecraft, and now at Commonwealth Fusion Systems where she’s helping develop a full fusion machine alongside the production systems to support it.She brings a wealth of insight to this episode as we tackle the central question:“How do you scale hardware operations and manufacturing capabilities?”Tune in and learn how to build systematically, skillfully and strategically.Connect & Learn More:Follow the show’s Substack for hardware tools, frameworks, and tips.Reach out to [email protected] if you have problems or ideas there are innovators ready to help!Sponsors & Resources:Onshape: Cloud-native product development platform. Apply for the Onshape Startup Program at onshape.pro/thebuildercircle.Jiga: Direct access to vetted manufacturers for reliable hardware sourcing. Learn more at jiga.io.Allspice.io: Launching DRCY: an AI design review agent that analyzes your schematics against component datasheets and flags things like voltage mismatches, incorrect pin configurations, and component compatibility. Learn more at allspice.ioMusic by: Tom StokeDISCLAIMER "The Builder Circle” and “Pratik Development LLC” are independent and not affiliated with or endorsed by any other company. All views expressed are solely those of the guests. Content is for informational purposes only and does not constitute legal, financial, or any professional advice. Listeners are responsible for their own decisions and should consult qualified professionals. By listening, you agree we are not liable for any outcomes.

Peter Russo, entrepreneur and hardware mentor who has founded and sold multiple companies, shares decades of hard-won wisdom on working with contract manufacturers. With 15+ brands created, 2,000+ SKUs launched, and $250M in retail sales under his belt, Peter reveals the strategies, pitfalls, and creative approaches that separate successful hardware partnerships from costly disasters.What You'll Learn:• How to structure contracts that protect your IP while enabling collaboration • The cultural fit factors that make or break CM relationships • Why startups are "crappy customers" and how to overcome it with storytelling • Exclusivity negotiation strategies that work for both parties • Exit planning from day one: ensuring you can transition suppliers when needed • How to avoid being trapped by tooling, know-how, or single-source dependencies • The power of treating suppliers as partners, not vendorsEpisode Sponsors:Jiga - Professional hardware sourcing with direct access to vetted manufacturers and reliable capacity from prototype through production. Communicate directly with machinists, maintain supplier relationships, and get consistently reliable quality. Visit jiga.ioOnshape - The only cloud-native product development platform combining professional-grade CAD with built-in PDM and real-time collaboration tools. Through the Onshape Startup Program, eligible hardware startups receive free access to Onshape Professional for one year, including integrated CAM. Apply at onshapepro/the-builder-circleConnect & Learn More:• Follow the show's Substack for hardware tools, frameworks, and tips: https://substack.com/@thebuildercircle • Reach out to our LinkedIn Page if you have topics you'd like us to deep dive!DISCLAIMER Creators of this show are independent and not affiliated with or endorsed by any other company. All views expressed are solely those of the guests. Content is for informational purposes only and does not constitute legal, financial, or any professional advice. Listeners are responsible for their own decisions and should consult qualified professionals. By listening, you agree we are not liable for any outcomes.

Christian Reed, CEO of Reekon Tools, shares how he bootstrapped a hardware company from a side project to a multi-million dollar (8 figure) business without any VC funding. Learn how a $1.2M Kickstarter campaign validated his digital tape measure, the manufacturing lessons from his time at Formlabs, and how 30 minutes of daily social media posting built a 3 million-follower audience.Key Topics:Turning a side project into a viable business through Kickstarter validationWhy bootstrapping forces better discipline than VC fundingFinding and vetting contract manufacturers as a startupBuilding 3M+ social media followers with consistency and raw contentOvercoming user adoption challenges in traditional construction industryHardware horror story: When your chip supplier's factory literally burns downWhy engineers need to think like entrepreneurs, not just inventorsWhat You'll Learn:How to scale hardware manufacturing without VC backingProven social media strategies for B2C hardware productsThe importance of focusing on product benefits over featuresWhy marketing is often harder than engineering in hardwareHow to build authentic brand presence in traditional industriesConnect & Learn More:Follow the show’s Substack for hardware tools, frameworks, and tips: https://substack.com/@thebuildercircleReach out to our LinkedIn Page if you have any topics you'd like for us to do a deep dive in!Music by: Tom StokeDISCLAIMER Creators of this show are independent and not affiliated with or endorsed by any other company. All views expressed are solely those of the guests. Content is for informational purposes only and does not constitute legal, financial, or any professional advice. Listeners are responsible for their own decisions and should consult qualified professionals. By listening, you agree we are not liable for any outcomes.

Stay updated on hardware startup strategy packages (The Building Blocks by The Builder Circle) coming soon: https://forms.gle/8vQycwzeMvm43kPc6In this special episode, host Sera reflects on the journey of The Builder Circle podcast, revisiting its origins, purpose, and evolution. Sera shares personal experiences as a mechanical engineer and startup mentor, and discusses how the show has grown to serve hardware founders, engineers, and enthusiasts.Key Topics Covered:The "why" behind The Builder Circle and its mission to support the hardware community.Sera’s background: education, startup experience, and mentorship roles.Common challenges in hardware startups and how the podcast addresses them.The importance of community, sharing case studies, and learning from failures.New affordable resources: upcoming tools, methods, and information packages for hardware founders.Listener Resources & Episode Guide:Manufacturing Readiness: Season 1, Episode 4 with Scott Miller – "Cracking the Code of Hardware Manufacturing"Fundraising & Capital Stacks: Season 1, Episode 9 with Orin Hoffman – "Building a Strong Capital Stack for Hardware Product" Season 3, Episode 4 with Carto OA OA (Extension Capital) – "How Hardware VCs Evaluate Founders"Supply Chain & Trade Compliance: Season 2, Episode 9 with Ying Lu – "Global Supply Chain Leadership at Apple" Season 3, Episode 2 with Gabrielle Griffith – "Trade Compliance Essentials"Accelerators & Incubators: Season 3, Episode 3 with Techstars Managing Director – "Choosing the Right Program"AI in Hardware: Season 3, Episode 5 with Kristen – "The Future of Design, Manufacturing, and Innovation"Firmware & Med Tech: Season 2, Episode 1 with Elicia White – "Firmware for Hardware Builders" Season 2, Episode 2 with Alan Cohen – "Navigating Med Tech and FDA Clearance"All content is for informational purposes only by listening you waive all liability.

We want to hear from you! Leave your feedback on the show: https://forms.gle/z5JS5t8dWG26jx5k7Why Listen? This episode dives deep into the realities of hardware hacking, open-source innovation, and the global landscape of electronics manufacturing. Whether you’re a hardware builder, engineer, or maker, the insights shared here are crucial for understanding the challenges and opportunities in designing, building, and securing physical devices. We explore not just the technical side, but also the ethical, legal, and economic factors that shape the hardware ecosystem today.What’s Inside:The importance of transparency and openness in hardware developmentHow reverse engineering drives innovation and problem-solvingNavigating manufacturing challenges and supply chain complexitiesThe right to repair and why it matters for creators and consumers alikeAbout Andrew "Bunnie" Huang:Hardware hacker, author, and entrepreneurKnown for his pioneering work on Xbox hacking and open-source hardware projectsAdvocate for the right to repair and open innovationBooks by our guest:The Hardware Hacker: Adventures in Making and Breaking Hardware — Bunnie's acclaimed book on hardware hacking, manufacturing, and the global electronics ecosystem.Hacking the Xbox: An Introduction to Reverse Engineering — The classic book that started it all, now available for free from No Starch Press.Music by: Tom StokeDISCLAIMER "The Builder Circle” and “Pratik Development LLC” are independent and not affiliated with or endorsed by any other company. All views expressed are solely those of the guests. Content is for informational purposes only and does not constitute legal, financial, or any professional advice. Listeners are responsible for their own decisions and should consult qualified professionals. By listening, you agree we are not liable for any outcomes.

Host Sera Evcimen welcomes Kristen Edwards, CTO and co-founder of Pensa Technologies and PhD candidate at MIT, for a deep dive into the intersection of artificial intelligence and hardware engineering. Kristen shares her expertise on AI-driven solutions for manufacturing, the challenges of integrating AI into engineering workflows, and the future of design and manufacturing.Actionable Takeaways:Track not just engineering decisions, but the reasoning behind them, this is key for effective AI integration.Data management is foundational: Know where your data lives, how it’s labeled, and how it can be used to train or inform AI.Embrace AI as a “co-pilot” to augment, not replace, human expertise, especially for creative and high-consequence tasks.Be proactive about upskilling and adapting to new tools; engineers who leverage AI will have a competitive edge.The hardware world is full of opportunities for software talent, collaboration is needed to drive the next wave of innovation.Sponsors & Resources:Onshape: Cloud-native product development platform. Apply for the Onshape Startup Program at onshape.pro/thebuildercircle.Jiga: Direct access to vetted manufacturers for reliable hardware sourcing. Learn more at jiga.io.Allspice.io: Launching DRCY: an AI design review agent that analyzes your schematics against component datasheets and flags things like voltage mismatches, incorrect pin configurations, and component compatibility. Learn more at allspice.ioConnect & Learn More:Follow the show’s Substack for hardware tools, frameworks, and tips.Reach out to [email protected] if you have problems or ideas there are innovators ready to help!Music by: Tom StokeDISCLAIMER "The Builder Circle” and “Pratik Development LLC” are independent and not affiliated with or endorsed by any other company. All views expressed are solely those of the guests. Content is for informational purposes only and does not constitute legal, financial, or any professional advice. Listeners are responsible for their own decisions and should consult qualified professionals. By listening, you agree we are not liable for any outcomes.

Carlota Ochoa is a Principal at Extantia Capital, leading UK operations for the fund. With a background in commodities at Merrill Lynch, operational experience in startups, and a senior management role at Amazon’s consumer electronics division, Carlota brings a wealth of expertise in climate tech investing. She now focuses on supporting pioneering hardware and software solutions that address major climate challenges.The Episode will answer:What do investors look for in hardware startup founders beyond technical innovation?Why are step-change innovations more attractive to investors than incremental improvements?How important is it for “green” solutions to also be cost-competitive and better than existing options?Why should founders engage with customers early, and what kind of proof do investors want to see?How can startups avoid losing focus by targeting too many customer segments or product variations?What supply chain and manufacturing risks matter most to investors, and how should founders address them?How should founders set expectations and build productive relationships with their lead investors?What’s the best way to tailor your pitch to different types of investors?Why is it risky to rely solely on the “green” angle or crowdfunding when seeking VC funding?Sponsor: This episode is sponsored by Onshape, the only cloud-native product development platform. Eligible hardware startups can apply for a free year of Onshape Professional through the Onshape Startup Program. Apply now at onshape.pro/thebuildercircleThanks for listening! For more insights and resources, check out the full episode and subscribe for future conversations with hardware innovators.Please don't forget to share, rate and like the podcast on your favorite podcast platform!Music by: Tom Stoke#hardwarestartups #hardwaredevelopment #supplychain #supplychainmanagementDISCLAIMER "The Builder Circle” and “Pratik Development LLC” are independent and not affiliated with or endorsed by any other company. All views expressed are solely those of the guests. Content is for informational purposes only and does not constitute legal, financial, or any professional advice. Listeners are responsible for their own decisions and should consult qualified professionals. By listening, you agree we are not liable for any outcomes.

This episode digs into incubators vs. accelerators for hardware founders, featuring Raphaele Leyendecker, Managing Director at Techstars Sustainability Paris, climate-tech entrepreneur, and investor in 75+ startups.If you’ve wondered when to join which program—and how to actually get value without wrecking your cap table—this one’s for you. In this episode, you’ll discover:🐣 Incubator vs. accelerator—what’s the difference, and when to choose each (incl. TRL ≥ 4 guidance for hardware).📈 Traction over fundraising: LOIs, paid pilots, and revenue beat pitch-only decks.🧱 Build vs. outsource: how to avoid outsourcing your core know-how and protect IP.💸 Equity & terms: when dilution is worth it, and how to evaluate program fit (incl. market expansion).🚫 Common pitfalls: accelerator-hopping, joining too early, fantasy timelines.🔁 Pivoting & solo founders: when pivots make sense; why solo is OK only with a real team.👉 If you’re a hardware founder, engineer, or product builder, this one’s packed with battle-tested advice, real stories, and frameworks to help you build better.This episode is generously brought to you by our sponsor Onshape, the only cloud-native product development platform. Onshape combines professional-grade CAD with built-in PDM and real-time collaboration tools—all in one system, with no downloads required. Through the Onshape Startup Program, eligible hardware startups receive free access to Onshape Professional for one year, including integrated CAM. Apply now at onshape.pro/thebuildercircle.This episode is brought to you by Scale For ClimateTech, empowering climate tech companies to scale from prototype to production.Building a climate tech hardware startup? Ready to move from prototype to scalable manufacturing?Scale For ClimateTech is now accepting applications for Cohort 7. This free, 6-month program connects you with hands-on manufacturing training, direct supply chain access, and one-on-one support from over 40 industry experts.They've supported 102 climate tech companies on their scaling journey. Companies like Voltpost and Amogy have leveraged New York State's advanced manufacturing ecosystem to accelerate commercialization.Applications close November 14th. Learn more and apply at https://forclimatetech.org/scale-for-climatetech/Scale For ClimateTech is supported by NYSERDA and administered by SecondMuse in partnership with NextCorps.DISCLAIMER The Builder Circle by Pratik” and “Pratik Development LLC” are independent and not affiliated with or endorsed by any other company. All views expressed are solely those of the hosts and guests. Content is for informational purposes only and does not constitute legal, financial, or professional advice. Listeners are responsible for their own decisions and should consult qualified professionals. By listening, you agree we are not liable for any outcomes related to the application of this content.

This episode is all about navigating the complex world of tariffs and global trade compliance for hardware startups, featuring Gabrielle Griffith, Director at BPE Global, a leading trade compliance consulting firm. Gabrielle brings 20+ years of experience helping companies of all sizes manage the risks, costs, and surprises of international trade. If you’ve ever wondered how tariffs, HTS codes, and country of origin rules really impact your hardware business, this is the episode for you. In this episode, you’ll discover: 🛃 The fundamentals of tariffs, HTS codes, and why getting your classifications right is critical. 🌍 How country of origin and “substantial transformation” can make or break your supply chain strategy. 🤝 The real impact (and limitations) of free trade agreements like USMCA for hardware companies. 🚩 Common misconceptions on tariffs that can get startups in trouble. 💡 Practical strategies, scenario planning, and real-world horror stories to help you avoid costly mistakes. 📦 How to work with customs brokers, document your supply chain, and keep your business audit-ready. ⚠️ What to do when things go wrong—plus the fines, penalties, and legal risks you need to know about. 🔎 Why scenario analysis and proactive planning are essential in today’s fast-changing trade environment. 👉 If you’re a hardware founder, engineer, or anyone involved in building and shipping physical products, this episode is packed with actionable advice, cautionary tales, and frameworks to help you stay compliant and competitive. Please don't forget to share, rate and like the podcast on your favorite podcast platform! Music by: Tom Stoke #hardwarestartups #hardwaredevelopment #supplychain #supplychainmanagement DISCLAIMER "The Builder Circle” and “Pratik Development LLC” are independent and not affiliated with or endorsed by any other company. All views expressed are solely those of the guests. Content is for informational purposes only and does not constitute legal, financial, or any professional advice. Listeners are responsible for their own decisions and should consult qualified professionals. By listening, you agree we are not liable for any outcomes.

This episode is all about hardware, with none other than Jon Hirschtick, the mind behind SolidWorks and Onshape (onshape.pro/thebuildercircle). Jon has spent his career building the tools that engineers use to design, prototype, and ship world-changing products. We dug into the ethos of hardware development, what it takes to earn your seat in the engineering workflow, and how software can unlock (or block) real innovation in hardware. In this episode, you'll discover: ⚙️ How to turn a product idea into a real-world innovation. ⚙️ Jon Hirschtick’s untold parts of the journey (SolidWorks & Onshape) + lessons from building world-changing tools. ⚙️ Why customer needs—not wants—are the true foundation of great products. ⚙️How to uncover real problems vs. surface-level requests. ⚙️ Strategies to earn your seat in the engineering workflow & drive adoption. ⚙️ Why usage trumps sales when proving product-market fit. ⚙️ Smarter ways to size markets & avoid founder pitfalls. ⚙️ How humility, curiosity, and customer visits fuel innovation. ⚙️ Why failure sits right next to success (and how to iterate fast). ⚙️ The 3 must-have software types every hardware team needs. ⚙️ Lightning takes on open APIs, modeling approaches, building in public vs. stealth, and more. 👉 If you’re a hardware founder, engineer, or product builder, this one’s packed with battle-tested advice, real stories, and frameworks to help you build better. This episode is generously brought to you by our sponsor Onshape, the only cloud-native product development platform. Onshape combines professional-grade CAD with built-in PDM and real-time collaboration tools—all in one system, with no downloads required. Through the Onshape Startup Program, eligible hardware startups receive free access to Onshape Professional for one year, including integrated CAM. Apply now at onshape.pro/thebuildercircle. Please don't forget to share, rate and like the podcast on your favorite podcast platform! Music by: Tom Stoke DISCLAIMER The Builder Circle by Pratik” and “Pratik Development LLC” are independent and not affiliated with or endorsed by any other company. All views expressed are solely those of the hosts and guests. Content is for informational purposes only and does not constitute legal, financial, or professional advice. Listeners are responsible for their own decisions and should consult qualified professionals. By listening, you agree we are not liable for any outcomes related to the use of this content.