Why Kickstarter Products Fail

It seems every week we report on Kickstarter campaigns that fail in extraordinary fashion. And yet there are templates for their failure; stories that are told and retold. These stereotypical faceplants can be avoided. And they are of course not limited to Kickstarter, but apply to all Crowd Funding platforms. Let me list the many failure modes of crowdfunding a product. Learn from these tropes and maybe we can break out of this cycle of despair.

Failure Out of the Gate

You don’t hear about these failures, and that’s the point. These are crowd funded projects that launch into the abyss and don’t get any wings through printed word or exposure. They may have a stellar product, an impressive engineering team, and a 100% likelihood of being able to deliver, but the project doesn’t get noticed and it dies. Coolest Cooler, the project that raised $13 million, failed miserably the first time they ran a campaign. It was the second attempt that got traction.

The solution is to have a mailing list of interested people are ready to purchase the moment you launch, and share to everyone they know. Reach out to blogs and news organizations a month early with a press package and a pitch catered to their specific audience. Press releases get tossed. Have a good reason why this thing is relevant to their audience. Offer an exclusive to a big news site that is your target market.

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Tools Of The Trade – Component Placing

Recently we started a series on the components used to assemble a circuit board. The first issue was on dispensing solder paste. Moving down the assembly line, with the paste already on the board, the next step is getting the components onto the PCB. We’re just going to address SMT components in this issue, because the through hole assembly doesn’t take place until after the SMT components have gone through the process to affix them to the board.

Reels!
Reels!

SMT components will come in reels. These reels are paper or plastic with a clear plastic strip on top, and a reel typically has a few thousand components on it. Economies of scale really kick in with reels, especially passives. If you order SMT resistors in quantities of 1-10, they’re usually $.10 each. If you order a reel of 5000, it’s usually about $5 for the reel. It is cheaper to purchase a reel of 10 kOhm 0603 resistors and never have to order them again in your life than it is to order a few at a time. Plus the reel can be used on many pick-and-place machines, but the cut tape is often too short to use in automated processes.

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Amazing Analysis Of A 350,000 LED Airport Art Project

Before you zip to the comments to scream “not a hack,” watch a few minutes of this teardown video. This 48 minute detailed walkthrough of a one-off art piece shows every aspect of the project: every requirement, design decision, implementation challenge, and mistake. Some notable details:

  • PCBs that are 1 meter wide (all one piece!)
  • 350,000 white LEDs
  • Carbon fiber enclosures
  • 1-wire serial bus (like the WS2812 only not quite) with 12 bit resolution (TLC5973)
  • Customized cable test jigs, PCB test jigs, and test modes
  • An exploration on ESD issues in production

It’s not often that one sees teardowns of professional projects like this, and there’s quite a bit to learn from in here, besides it being a beautiful piece of art. See more about the Caviar House “Emergence” project at the Heathrow Airport, along with stunning pictures and video of the display in action.

If you’re thinking about how you’d control 350,000 individual LEDs with 12 bit grayscale and have it look smooth, check out the processor requirements behind the megascroller, which only handles 98,000 LEDs. More recently, we asked how many LEDs are too many, and the answer was quite a bit lower than 350k.

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Which Wireless Tech Is Right For You?

It seems these days all the electronics projects are wireless in some form. Whether you choose WiFi, Bluetooth Classic, Bluetooth Low Energy, ZigBee, Z-Wave, Thread, NFC, RFID, Cell, IR, or even semaphore or carrier pigeon depends a lot on the constraints of your project. There are a lot of variables to consider, so here is a guide to help you navigate the choices and come to a conclusion about which to use in your project.

We can really quickly reduce options down to the appropriate tech with just a few questions.

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Searching For USB Power Supplies That Won’t Explode

USB power supplies are super cheap and omnipresent. They are the Tribble of my household. But they’re not all created equal, and some of them may even be dangerous. I had to source USB power supplies for a product, and it wasn’t easy. But the upside is that I got to tear them all apart and check out their designs.

In order to be legitimate, it’s nice (but not legally required) for a power supply to have UL approval. Some retailers and offices and building managers require it, and some insurance companies may not pay claims if it turns out the damage was caused by a non-UL-approved device.  UL approval is not an easy process, though, and it is time consuming and expensive. The good news is that if you are developing a low voltage DC product, you can pair it with a UL approved power supply and you’re good to go without any further testing necessary.

power_supply_1_overviewIf you are going for FCC approval and are having unintentional emissions testing done (which is more likely than UL as it’s a legal requirement for products that meet certain qualifications), the testing has to be done on the whole solution, so the power supply must be included in the testing, too.

Sourcing cheap electronics in large quantities usually ends up in China, and specifically Alibaba. First, we started with a how-low-can-you-go solution. This wasn’t even a power adapter; it was a power “adapteP”, and the whole batch was mis-printed. Quality control could not be a high priority. After cutting it open, it wasn’t terrible, and it had all the necessary parts. It was surprising how much of it was through-hole, which indicates that the assembly was done mostly by people. That happens when factories are cheaper, hire inexpensive labor, don’t invest in technology, and don’t care as much about quality.

There are certain things you should look for in a power supply to determine the level of risk:

  • Isolation Distance – This is how much space there is between the primary (AC) and secondary (DC 5V) sides. UL requires a few millimeters, and often you’ll see two separate PCBs. On many single-PCB solutions you’ll see a white line meander across the board to distinguish between the two. The smaller this separation, the closer your USB power is to AC line voltage, and if the gap is bridged somehow, you’re in for a world of hurt.
  • Fuse – if there is a short, a lot of current starts flowing, components heat up, and things get dangerous. A thermal cut-off (TCO) fuse (also known as a resettable fuse or a PTC) is a component that breaks the circuit when it gets too hot, like a circuit chaperon. When it cools off, the TCO resets and you can plug the device back in with no harm done. Without the fuse, the supply heats up and current keeps flowing until a component fries, sometimes explosively.
  • Connectors – You don’t want bare leads hanging out in space where they could move and touch something. You don’t want the USB port to be soldered only by its four pins. You don’t want the power pins to be loose.
  • Decent Label – “Adaptep”? Yes, to someone who uses a different alphabet the “P” and R are very similar characters. But still. Also, fake certifications abound. Look for the difference between the CE (China Export) and the CE (Conformité Européenne) labels. And the UL Logo should have a number. So should an FCC label.

So this first adapter? Isolation distance was fine because it was two separate boards, but there was no fuse and no protective tape between components. The connectors were all secure, but the label didn’t make any promises. As for performance, output at 5.34V under my product’s load meant it was a little outside of USB spec (5.25V limit), but not dangerous. On the scope it was ringing with a peak at 5.5 V at 4 kHz.

Of course, sourcing this supply for a second batch proved tricky, and we wanted the USB plug to come out the side instead of the front so it would have a thinner profile against a wall. Additionally, we needed UL approval for a client. Our second attempt was surprisingly successful. This adapter had UL certification, with a number to look up. Note that just having a number isn’t enough; many companies will just put someone else’s number on their product and assume nobody will bother to check. So when you do look it up, and find a different manufacturer, a different enclosure, and it looks more like a refrigerator than a USB power supply, don’t be too surprised. But no, this particular one was great! The label had a company name on it, model number and specs, and certifications that could be verified. Let’s tear it open!

power_supply_2_overviewSweet sweet silicon meat inside an ABS shell! Components wrapped in protective tape, two PCBs for isolation, and even a special injection-molded plastic piece to add additional protection. Components are labeled, and what’s this, an IC to control the oscillation instead of a feedback winding on the transformer? Fancy! It’s pretty clear that this power supply is good, and I’d trust this one.

Comparing this one to the others, there were so many noticeable little details that are important and clearly thought-out. Take, for example, the connection between the prongs and the PCB. On the previous board, it was made with wires soldered by hand. Solid, but time consuming and prone to failure or quality issues. This adapter has metal contacts that snap into the case very solidly so that the prongs cannot get loose. The connection to the PCB is via the springiness of the metal, but notice that the PCB has pads specifically designed to maximize the surface area of that connection. On the next PCB you’ll see no such effort.

Some components were covered in shrink tube, tape, or non-conductive grey adhesive. The assembly was tight with no room for components to shake loose or accidentally touch. And the output was perfect. 4.9 Volts with nary a ripple.

But this is China, and component sourcing problems are a thing, so I guess I shouldn’t have been surprised when these supplies were no longer available. In retrospect, maybe these were unsold overstock, or possibly QC rejects. That would explain why they were only slightly more expensive than the others. And so we moved on to another supplier; one that could pad-print our logo on top.

power_supply_differencesAt first glance these power supplies appeared identical. But close inspection reveals slight differences in the style around the USB and the raised ridges on the underside. The label was completely different, and gone was the number next to the UL logo. There was no company name on the supply either, and the company we purchased from turned out to be a reseller and not the OEM. Also, why was the output 4.7-5V, and why did my scope say 5.5V (but surprisingly stable)?

Inside was a completely different beast. Using a single PCB, the creep distance was about a millimeter. You can see the white line meandering through the bottom of the PCB that shows the high and low sides. The USB port wasn’t soldered to the PCB except by the four signal/power pins (see the bottom side lower left and the hanging USB connection pins), and there was a capacitor with really long uncovered leads and the positive side dangerously close to the USB shell. There was almost no protective tape, no shrink tube on the leads, and no protection in case of a short.

 

In the end, I wouldn’t trust the two non-UL supplies with anything worth more than a few bucks, and certainly not my cell phone. I’d have really big reservations about reselling them to customers who don’t know the difference. The UL-approved one was great, but the other two are only good for powering low-current-draw devices that are not sensitive to voltage. Also, finding a reliable supplier in China is HARD.

Check out a much more thorough analysis of this and pretty much every USB power supply cube by [Ken Shirriff]. It’s surprising how little has changed in four years with these supplies, and his analysis goes into how the circuits behind these supplies work, identifying each component and its purpose.

We also covered a Sparkfun teardown of some power supplies with similar conclusions, and a Fail of the Week in which a faulty USB power adapter was the likely cause of a fire.

Automated Blinds Open The Window To Our Heart

[Brian Harms] made his living room window blinds open and close automatically using servos, an Arduino, and a SmartThings Arduino shield. Best of all, it’s connected to his Amazon Echo so that merely saying “Alexa, turn on/off the blinds” will open and close them.

To accomplish the feat [Brian] used two laser cut acrylic gears; one of which was attached to the servo horn, and the other to the long square rod running the length of the blinds. Despite using the bulky Arduino and shield, the finished product is inconspicuous and streamlined, and the single Arduino controls all three of the blinds in the living room. [Brian] answered a bunch of questions on a Reddit thread.

Blinds are a common connected home hack, and while none of the hacks we’ve covered in the past were voice activated, we have seen temp-sensitive blinds and a Raspberry Pi-based solution.

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How To Know When An Accelerator Is Not Right For Your Startup

A few weeks ago we ran an article on the benefits of accelerator programs. While I agreed with almost everything in it, the article still bothered me, and I wanted to start a discussion about when an accelerator is not appropriate. So many startups are regularly asked “have you thought about Kickstarter? Shark Tank? Are you raising money? YCombinator?” These questions are constantly ingrained into people’s brains and they come to think those are the only options.

The reality is that there are lots of ways to build a company, and Kickstarter, Shark Tank, angel investors, and accelerators are all new within the last few years, and they aren’t right for many people. So let’s look at when an accelerator is right for you.

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