1. Some lessons from history: Campbell Scientific and Decagon

2. Eric’s rules of thumb Activity Allocation Production (parts and labor)
40%
Marketing and Customer Service
30%
Engineering
15%
Profit

3. The first thermocouple psychrometer sample changer

4. SC-10 Precursor, 10 sample changer

5. SC-10

6. NT-3 Nanovolt Meter

7. SC-10

8. SC-3 Psychrometer for foods

9. Decagon’s first dew point water activity meter

10. Stirzaker’s complexity-utility model1 2 3
Idea gets
over-complicated
and utility stagnates
Idea is simplified
and utility improves
New detail improve utility again
Develop idea to deliver utility
Utility
Complexity 4 5
Ward 2005

11. Recommended reading for entrepreneurs

12. Conclusions Elect and use a board of directors Plan for a profit
Start with a minimum viable product
Don’t give away the company