# 189: Lowering Barriers to Entry in Adopting Robotics with Søren Peters, Founder and CEO of HowToRobot.com

- Show: [Manufacturing Happy Hour](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour)
- Published: 2024-06-11
- Length: 1h 06m
- Page: https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2024-06-11-189-lowering-barriers-to-entry-in-adopting-robotics-with-s-ren-peters-founder-an
- Listen: http://manufacturinghappyhour.com

## Summary

Søren Peters, founder and CEO of HowToRobot.com and Gain and Co, discusses the challenges manufacturers face when adopting industrial robotics, drawing parallels to the early days of IT adoption. He explains that many companies fail by trying to replicate complex human craftsmanship rather than starting with 'low-hanging fruit' like packaging, and notes that integrators often overwhelm buyers with technical jargon instead of clear business value. Peters details how HowToRobot acts as a marketplace and advisory platform to help manufacturers find suitable integrators, secure financing, and standardize procurement to lower barriers to entry. He predicts that standardization and government support, similar to China's approach, will drive a significant inflection point in robotics adoption in the US and Europe.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2024-06-11-189-lowering-barriers-to-entry-in-adopting-robotics-with-s-ren-peters-founder-an#t=0) Introduction and Beer Talk
- [5:45](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2024-06-11-189-lowering-barriers-to-entry-in-adopting-robotics-with-s-ren-peters-founder-an#t=345) The Wrong Starting Point: Replicating Craftsmanship
- [11:46](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2024-06-11-189-lowering-barriers-to-entry-in-adopting-robotics-with-s-ren-peters-founder-an#t=706) Overwhelm and Poor Communication in Proposals
- [19:59](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2024-06-11-189-lowering-barriers-to-entry-in-adopting-robotics-with-s-ren-peters-founder-an#t=1199) Financing Barriers and Upfront Costs
- [28:41](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2024-06-11-189-lowering-barriers-to-entry-in-adopting-robotics-with-s-ren-peters-founder-an#t=1721) HowToRobot as a Marketplace and Advisory Platform
- [41:55](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2024-06-11-189-lowering-barriers-to-entry-in-adopting-robotics-with-s-ren-peters-founder-an#t=2515) Career Pivot from IT to Robotics
- [44:39](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2024-06-11-189-lowering-barriers-to-entry-in-adopting-robotics-with-s-ren-peters-founder-an#t=2679) Merging Consultancy and Platform
- [48:00](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2024-06-11-189-lowering-barriers-to-entry-in-adopting-robotics-with-s-ren-peters-founder-an#t=2880) Future of Robotics Adoption and Standardization
- [53:53](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2024-06-11-189-lowering-barriers-to-entry-in-adopting-robotics-with-s-ren-peters-founder-an#t=3233) Danish Expressions and Closing

## Topics

- [Robotics & autonomy](https://hardwarepodcasts.com/topic/robotics-and-autonomy)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Careers & education](https://hardwarepodcasts.com/topic/engineering-careers-and-education)

## Most relevant to

early-stage companies

## Mentioned

- HowToRobot.com (company)
- Gain and Co (company)
- Mikkeller Brewing (company)
- Søernes Ølbar (company)

## Related episodes from other shows

- [The Industrial Robotics Race: Why the US Is Falling Behind China w/ Rishabh Agarwal](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2025-09-23-the-industrial-robotics-race-why-the-us-is-falling-behind-china-w-rishabh-agarwa) (The Manufacturing Executive)
- [112: Designing & Commercializing Robotics Inventions](https://hardwarepodcasts.com/podcast/product-startup/2022-02-02-112-designing-commercializing-robotics-inventions) (Product Startup)
- [An Outcome-Based Solution for Deploying Robots w/ Saman Farid](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2024-01-30-an-outcome-based-solution-for-deploying-robots-w-saman-farid) (The Manufacturing Executive)
- [Democratizing Industrial Automation w/ Etienne Lacroix](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2024-10-29-democratizing-industrial-automation-w-etienne-lacroix) (The Manufacturing Executive)
- [Getting Started with Robotics When You're Not the Expert w/ Malachi Greb](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2023-12-05-getting-started-with-robotics-when-youre-not-the-expert-w-malachi-greb) (The Manufacturing Executive)

## Citing this page

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