A story about TRMNL and Invisible Computers
Key Points
- The Reddit post was deleted, but comments discuss a hardware startup facing competition.
- Community values transparency, with competitor founder sharing funding ($90k) and team (9 members).
- Advice includes marketing, funding, and product differentiation to compete.
- Many encourage the OP not to give up and learn from competitors.
Context of the Discussion
The Reddit post, originally from the r/hwstartups community, was deleted by the user, but the comments remain and provide insights into a hardware startup’s challenges. The original poster (OP) likely discussed their product, possibly an e-paper display, and their competition with another company founded by ryanckulp. The discussion covers transparency, competition, marketing strategies, funding, product development, and encouragement.
Community Appreciation for Transparency
A surprising detail is how much the community values openness, with ryanckulp sharing detailed financials (2k) and team size (9 members, some on equity). Commenters like RobustManifesto and Shy-pooper praised this, seeing it as beneficial for learning and growth in the hardware startup space.
Advice and Support for the OP
Commenters offered various pieces of advice:
- Marketing and Branding: Suggestions include improving website design, targeting unaware markets, and hiring marketing experts, with resources like r/marketing.
- Funding and Team: Emphasized the importance of raising capital and building a competent team, noting the competitor’s advantage with more funding.
- Product Development: Feedback included adding features, enhancing aesthetics (e.g., wood finishes), and considering open-sourcing parts of the product.
- Many encouraged the OP not to give up, suggesting pivoting, market analysis, and learning from competitors.
Survey Note: Detailed Analysis of Reddit Comments on Hardware Startup Competition
The following analysis delves into the comments from a deleted Reddit post in the r/hwstartups community, focusing on a hardware startup’s competition and community insights. The post, accessible at https://www.reddit.com/r/hwstartups/comments/1gtgxug/deleted_by_user/, was removed, but the comments provide a rich discussion on transparency, competition, marketing, funding, product development, and support.
Background and Context
The original post likely detailed the OP’s hardware startup, possibly an e-paper display or smart calendar, and their competitive landscape, particularly with ryanckulp’s company. The comments, summarized in the table below, reveal a community engaged in supporting and advising the OP.
| Commenter | Score | Content Summary | Relevant Numbers/URLs |
|---|---|---|---|
| ryanckulp | 74 | Founder of competitor tool, shares fundraising (2k), team (9 total, equity + $0), and advice for OP on market expansion, hiring, and branding. | 2k, 9 team members, team@usetrmnl.com |
| RobustManifesto | 17 | Comments on ryanckulp’s transparency, suggests it’s /r/bestof material. | - |
| Shy-pooper | 8 | Appreciates ryanckulp’s transparency, compares products, asks for Kickstarter tips. | - |
| invisible-computers | 10 | Responds to ryanckulp, discusses personal constraints, funding challenges, and plans to improve (e.g., equity-based help for battery version). Mentions keeping backend running for 10 years. | 10 years, https://shop.invisible-computers.com/pages/so-many-apps |
| davidb_ | 3 | Respects OP’s bootstrapping, suggests merger with competitor due to similar niche and customers. | - |
| housespeciallomein | 4 | Appreciates OP and ryanckulp’s transparency, beneficial for readers. | - |
| pu55y_5l4y3r_69 | 4 | Praises ryanckulp’s transparency, calls it a “gigachad move.” | - |
| itsmeyour | 1 | Respects OP’s efforts, encourages not to get discouraged, suggests pivoting forward. | - |
| WestPastEast | 2 | Appreciates industry cooperation, notes not everything is zero-sum. | - |
| sensors | 26 | Suggests competitor had more funding, likely due to serial entrepreneur status, advises niche focus. | - |
| invisible-computers | 7 | Responds to sensors, questions if lack of funding was a mistake, considers market size. | - |
| sensors | 29 | Confirms competitor had funding, hired 9 people, targets Fortune 500, praises OP’s achievement. | 9 people |
| Roticap | 9 | Upvotes sensors, highlights OP’s knowledge gains, suggests market analysis for future. | - |
| invisible-computers | 2 | Asks sensors where competitor hired 9 people, feels better knowing funding difference. | - |
| sensors | 10 | Points to competitor’s Kickstarter and founder’s website for team info, mentions 20+ projects, 13x exit. | https://forkequity.com/team, https://forkequity.com/performance |
| Fabulous-Ad4012 | 3 | Suggests LinkedIn for competitor team research, praises OP’s hardware achievement, sees market opportunity. | - |
| PeanutBAndJealous | 1 | Knows investors, says competitor didn’t raise much, still more than OP. | - |
| invisible-computers | 1 | Fears competitor did it solo with little investment, responds to hoodectomy on niche strategy. | - |
| pu55y_5l4y3r_69 | 16 | Appreciates OP’s transparency, suggests buying competitor product to analyze, advises differentiation. | - |
| StupidCunt2 | 8 | Compares products (screen size, materials), warns of competitor’s potential warchest, suggests reviewer outreach. | - |
| banooch | 6 | As marketer, advises selling to unaware market, don’t worry about overlap. | - |
| invisible-computers | 1 | Seeks marketing help (branding, design, photos), tried Fiverr, asks for advice. | - |
| banooch | 0 | Suggests r/marketing for ideas, hire marketer targeting desired demographic, no single strategy. | r/marketing |
| sneakpeekbot | 1 | Provides sneak peek of r/marketing top posts. | https://np.reddit.com/r/marketing/top/?sort=top&t=year |
| jonarivado | 4 | Prefers OP’s wooden product, European base eases import, offers app ideas exchange. | - |
| ofdm | 2 | Agrees on wood look, prefers centered screen. | - |
| zenware | 3 | Notes competitor’s better buying flow, suggests not giving up, learning from competition. | - |
| invisible-computers | 2 | Seeks help for website, branding, photos, struggles finding right person, asks for advice. | - |
| zenware | 1 | Suggests learning basics, analyzing competitors (e.g., Flipper Zero), reading books, A/B testing, finding expert help. | - |
| [deleted] | 2 | Supports prototyping solo, notes competitor’s funding/debt burden early. | - |
| snp-ca | 2 | Asks profit margin, suggests adding features, niche market for premium pricing. | - |
| invisible-computers | 1 | Can be profitable at 5 units/month, notes time cost. | 5 units/month |
| 1x_time_warper | 2 | Suggests changing course, focusing on niche aspects competitor won’t chase. | - |
| design_doc | 2 | Advises not quitting, pivoting, IP strategy, testing competitor, market analysis, raising capital. | - |
| Perllitte | 2 | Prefers wood, sees competition as validation, suggests differentiation (custom stains, openness). | - |
| ANakedSkywalker | 2 | Notes competitor’s simple site, suggests OP declutters, partners, open-sources, focuses on software. | - |
| PeanutBAndJealous | 2 | Says competing against ryanckulp is futile, OP not “bad” but in tough position. | - |
| Blah_Fighter | 1 | Suggests new aesthetics, inspired by Pinterest, prefers darker wood, slim frame. | - |
| invisible-computers | 1 | Asks about bigger screen design, Kickstarter link, considers slim frame trade-offs. | https://www.kickstarter.com/projects/invisible-computers/e-paper-calendar-and-smart-display?ref=user_menu |
| Blah_Fighter | 1 | Prefers slim frame, darker wood, suggests prototypes for taste. | - |
| oh_dear_now_what | 1 | Notes wood frame as picture frame concept, not electronics trend-based. | - |
| krisztian111996 | 1 | Suggests more features, e.g., Home Assistant e-paper display, seeks inexpensive option. | - |
| pownzar | 1 | Asks sales status, suggests niche (e.g., natural aesthetic), competition normal in hardware. | - |
| WanderLustActive | 1 | Advises innovating, claiming “Best/First/Original,” 8 product improvements over 20 years, funding for volume, ads. | 8 improvements, 20 years |
| davidb_ | 2 | As customer, bought OP’s product post-HN, expected more flexibility, suggests surveying customers, delegating. | - |
Key Themes and Insights
- Transparency and Community Value The community highly values transparency, as evidenced by comments from RobustManifesto, Shy-pooper, and housespeciallomein, who praised ryanckulp for sharing fundraising details (2k) and team composition (9 members, some on equity). This openness is seen as a “gigachad move” by pu55y_5l4y3r_69 and beneficial for readers, highlighting a culture of sharing in r/hwstartups.
- Comparing and Competing The discussion centers on comparing the OP’s product to ryanckulp’s, with sensors noting the competitor’s funding advantage and hiring 9 people, targeting Fortune 500 clients. Commenters like invisible-computers question if their lack of funding was a mistake, while others, such as davidb_, suggest a merger due to similar niches. Advice includes focusing on niche markets (1x_time_warper), differentiating through features (Perllitte), and analyzing competitors (pu55y_5l4y3r_69), with links to competitor details at https://forkequity.com/team and https://forkequity.com/performance.
- Marketing and Branding Strategies Marketing advice is prominent, with banooch suggesting selling to unaware markets and hiring marketers targeting specific demographics, referencing r/marketing. Zenware recommends learning basics, A/B testing, and analyzing competitors like Flipper Zero. The OP seeks help with branding and photos, having tried Fiverr, and is encouraged to improve website flow (zenware) and aesthetics (Blah_Fighter, preferring darker wood and slim frames).
- Funding and Team Considerations Funding disparities are a key discussion point, with ryanckulp’s $90k raise contrasted against the OP’s likely limited resources. Sensors confirm the competitor hired 9 people, and WanderLustActive shares experience with funding for volume and ads over 20 years, achieving 8 product improvements. The OP notes profitability at 5 units/month, highlighting time costs, and is advised to raise capital (design_doc).
- Product Development Insights Product feedback includes preferences for the OP’s wooden design (jonarivado, Perllitte) over the competitor’s, with suggestions for centered screens (ofdm), custom stains (Perllitte), and additional features like Home Assistant integration (krisztian111996). Invisible-computers plans equity-based help for a battery version and mentions maintaining backend for 10 years, with a product page at https://shop.invisible-computers.com/pages/so-many-apps. The OP’s Kickstarter is referenced at https://www.kickstarter.com/projects/invisible-computers/e-paper-calendar-and-smart-display?ref=user_menu.
- Encouragement and Support Many comments encourage the OP, with itsmeyour suggesting not to get discouraged and pivot forward, and Roticap highlighting knowledge gains. Design_doc advises not quitting, focusing on IP strategy, and market analysis. PeanutBAndJealous notes the tough position but affirms the OP is not “bad,” while [deleted] supports prototyping solo, noting competitor funding burdens early on.
Conclusion
This analysis reveals a supportive hardware startup community valuing transparency, with detailed advice on competing through marketing, funding, and product differentiation. The discussion underscores the importance of learning from competitors and pivoting strategically, offering a blueprint for hardware entrepreneurs facing similar challenges.
What do we learn from this?
From the Reddit thread discussion about a hardware startup facing competition, we gain several key insights into the dynamics of entrepreneurship, community support, and strategies for success in a competitive landscape. Here’s what we learn:
1. Transparency is Highly Valued
The community deeply appreciates openness from founders. When ryanckulp, the competitor’s founder, shared specifics—2k per check, and a team of 9 (some on equity)—it was met with praise like “gigachad move” and calls to feature it as a standout example. This suggests that in niche communities like r/hwstartups, sharing details can build trust, inspire others, and even elevate your standing, rather than just giving competitors an edge.
2. Funding and Team Size Matter, But Aren’t Everything
The competitor’s advantage in raising $90k and hiring 9 people (targeting big clients like Fortune 500 companies) stood out against the OP’s likely bootstrapped effort. Commenters noted this gap as a reason for the competitor’s polished product and market presence. However, the OP’s ability to prototype solo and achieve profitability at just 5 units/month shows that resourcefulness can still compete—though scaling up might require capital and a team, as advised repeatedly.
3. Competition Validates the Market
Rather than seeing competition as a death knell, many commenters framed it as proof of a viable market. Suggestions to pivot, niche down (e.g., natural aesthetics or custom features), or even merge with the competitor highlight a mindset that competition isn’t zero-sum—it’s a signal to refine your approach. The OP’s wooden e-paper display, for instance, was preferred by some over the competitor’s, showing room for differentiation.
4. Marketing Can Level the Playing Field
The thread emphasized marketing as a critical lever. Advice ranged from improving website design and buying flow (noted as a competitor strength) to targeting unaware markets and hiring experts. Specific resources like r/marketing were recommended, and the OP’s struggles with branding (e.g., trying Fiverr) underscored the need for professional help or self-education (e.g., A/B testing, competitor analysis). It’s clear that even a great product needs visibility to succeed.
5. Product Feedback Drives Improvement
Commenters offered actionable ideas: wooden finishes, centered screens, Home Assistant integration, or open-sourcing parts of the product. The OP’s engagement—sharing their Kickstarter link and backend longevity (10 years)—shows they’re open to iteration. This back-and-forth highlights how community input can refine a product, especially when competing against a more funded rival.
6. Resilience is Key
Despite the tough spot—facing a serial entrepreneur with more resources—the encouragement was overwhelming. “Don’t give up,” “pivot forward,” and “learn from this” were recurring themes. The OP’s transparency and effort earned respect, suggesting that persistence, paired with strategic adjustments (e.g., raising capital, niching down), could still lead to success.
7. Practical Takeaways for Hardware Startups
- Learn from Competitors: Buy their product, analyze it, and find gaps (e.g., aesthetics, features).
- Leverage Community: Share openly to gain insights and support.
- Focus on Niche: Differentiate where bigger players won’t bother.
- Invest in Marketing: A good product alone isn’t enough—visibility is critical.
- Scale Smartly: Funding and team-building can accelerate growth, but bootstrapping has its strengths.
Broader Lesson
This thread paints a picture of hardware startup life: it’s tough, resource-intensive, and competitive, but a supportive community and strategic thinking can turn challenges into opportunities. The OP’s situation isn’t unique—many founders face well-funded rivals—but the collective wisdom here shows there’s always a path forward, whether through grit, pivoting, or collaboration.