Editor’s note: Rui Ma is a partner with 500Startups based in Beijing.
I have to admit, before I decided to fly to Southern China this past week and dig deeper into the hardware ecosystem, I knew very little about anything to do with manufacturing. Sure, I looked at hardware-related investments, as every investor does these days, and tried to apply concepts of unit economics to the products, but I could not assess very intelligently whether the companies’ projections made sense, or were just a ton of acronym-filled BS.
I also struggled to know what kinds of challenging questions to ask. Especially at the seed stage, where companies are often coming to me fresh off of the success of a Kickstarter campaign and there isn’t a ton (OK, hardly any) of user data (or data of any kind) to paw through, I found myself mostly nodding in agreement with what the founders would say. Yes, that sounds like a reasonable assumption, I would think. But what did I really know?
I have no idea how long or how much it costs to do anything, or what happens when things go wrong, as they are apt to do. So I sat down with a few manufacturing experts who have either launched new consumer electronics products from scratch on their own, or have had substantial roles in them, and did nothing but ask questions.
This is the most important thing I learned, which goes against the grain of nearly every hardware business plan I’ve ever seen: It is advisable to budget 12-14 months for delivery of a new product, and here’s why.
Suppose you are building a product that may have some parts that are already available on the market, i.e. a battery with a solar panel charger, but is mostly a new concept, and not a simple commodity like a USB memory stick with flashlight. Then, here are the steps it might take for that product to be actually made at scale.
I am going to assume here that a fully working prototype designed for manufacturing (DFM, i.e. using manufacturer-friendly components and generally having specifications that are within reach of mass production) already exists. This, by the way, is not an assumption that investors should make, because not all makers or engineers know to optimize for that from the very beginning; in fact, that may not be very easy to do for new-fangled products.
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Now, supposing your prototype is roughly DFM, what actually happens? Let’s peek inside the black box of a factory’s process.
So how much time has elapsed? If you have been doing the math all along, we are talking about at least six months for a relatively simple product that only goes through one real iteration. How likely is that? Tough to say, but probably not the majority of cases, which is why only 16 percent of top Kickstarter campaigns supposedly deliver on time.
The majority of teams, especially those who are stepping into the manufacturing center of the world for the first time, can probably only dream of such a smooth process. Add one or two more 4-6 week iterations, an additional month or two for testing and certifications and packaging, and we are easily at 12-14 months from prototype to delivery of an interesting but manufacturable new hardware product.
And that’s for folks who start right away and can get immediately plugged into the supply chain, and assuming no events such as worker strikes, component shortages, holiday production crunches, or factory bankruptcies (what, you think all the factories you work with are flush with cash?). Even in my relatively short two-year lifespan as an investor (as well as Kickstarter backer), I know that such seemingly generous deadlines slip … all of the time.
Let’s face it, hardware is a different animal, and both investors and entrepreneurs alike should strive to understand more about what the potential pitfalls are of working in this space. In this article, I’ve only covered the basic timeline of working directly with a factory.
I’ll leave you aspiring hardware entrepreneurs with one piece of advice: At the very minimum, have your CTO or chief product or engineering gal/guy on the ground wherever your factory is, at least for the first 2-4 weeks, and at minimum once a month after that. And it is crucial that they are on-the-ground for the pilot/production run to ensure that all the changes actually made it from product development onto the factory floor.
Most factories that you’re likely to be working with will let you have a desk in their facilities, and most will have a few decent English speakers, so don’t worry so much about communicating or having a place to stay. If you’re planning to manufacture in China, there is no excuse for not being here.