# An Interview with Avidan Ross

- Show: [The Amp Hour](https://hardwarepodcasts.com/podcast/the-amp-hour)
- Published: 2016-12-16
- Length: 1h 20m
- Episode: 327
- Page: https://hardwarepodcasts.com/podcast/the-amp-hour/2016-12-16-an-interview-with-avidan-ross
- Listen: https://theamphour.com/327-an-interview-with-avidan-ross/

## Summary

Avidan Ross, founder of Root.vc, discusses the realities of seed-stage venture capital for hardware startups, emphasizing that early funding is often insufficient to cover Non-Recurring Engineering (NRE) and tooling costs. He critiques consumer hardware investments like Juicero and Pebble, arguing that industrial and B2B applications offer clearer value propositions and lower risk. Ross also explores the dynamics of open-source hardware, noting that while it builds community trust, true unicorns typically emerge from hardware-enabled services rather than the hardware itself.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/the-amp-hour/2016-12-16-an-interview-with-avidan-ross#t=0) Introduction and Root.vc Overview
- [5:16](https://hardwarepodcasts.com/podcast/the-amp-hour/2016-12-16-an-interview-with-avidan-ross#t=316) VC Funding Stages and Hardware Costs
- [10:23](https://hardwarepodcasts.com/podcast/the-amp-hour/2016-12-16-an-interview-with-avidan-ross#t=623) The Reality of Building Hardware Startups
- [19:38](https://hardwarepodcasts.com/podcast/the-amp-hour/2016-12-16-an-interview-with-avidan-ross#t=1178) Critique of Juicero and Consumer Tech
- [38:16](https://hardwarepodcasts.com/podcast/the-amp-hour/2016-12-16-an-interview-with-avidan-ross#t=2296) Open Source Hardware and Patents
- [48:15](https://hardwarepodcasts.com/podcast/the-amp-hour/2016-12-16-an-interview-with-avidan-ross#t=2895) Pebble, Timing, and Market Dynamics
- [51:46](https://hardwarepodcasts.com/podcast/the-amp-hour/2016-12-16-an-interview-with-avidan-ross#t=3106) Industrial vs. Consumer Investment Strategy
- [57:43](https://hardwarepodcasts.com/podcast/the-amp-hour/2016-12-16-an-interview-with-avidan-ross#t=3463) Exits, Dilution, and Founder Advice

## Topics

- [Fundraising & investors](https://hardwarepodcasts.com/topic/fundraising)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Open-source hardware](https://hardwarepodcasts.com/topic/open-source-hardware)
- [Growth, exits & acquisitions](https://hardwarepodcasts.com/topic/growth-exits-and-acquisitions)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)

## Most relevant to

early-stage companies

## Mentioned

- Root.vc (company)
- Particle (company)
- Shaper Tools (company)
- Instrumental (company)
- Juicero (product)
- Pebble (product)
- MakerBot (company)
- 3D Robotics (company)
- DJI (company)
- Raspberry Pi (product)
- Arduino (product)
- Electric Imp (company)
- Fitbit (company)
- Kiva (company)
- GE (company)

## Related episodes from other shows

- [178: Venture Capital Funding for Hardware Startups](https://hardwarepodcasts.com/podcast/product-startup/2023-06-01-178-venture-capital-funding-for-hardware-startups) (Product Startup)
- [For Hardware Startups by Hardware People: Building The Builder Circle with Host, Sera Evcimen](https://hardwarepodcasts.com/podcast/the-builder-circle/2026-01-06-for-hardware-startups-by-hardware-people-building-the-builder-circle-with-host-s) (The Builder Circle)
- [Violet Su on hardware manufacturing](https://hardwarepodcasts.com/podcast/the-pragmatic-embedded-podcast/2025-07-08-violet-su-on-hardware-manufacturing) (The Pragmatic Embedded Podcast)
- [S3 E4: An Impact Hardware VC's Playbook with Carlota Ochoa from Extentia](https://hardwarepodcasts.com/podcast/the-builder-circle/2025-11-11-s3-e4-an-impact-hardware-vcs-playbook-with-carlota-ochoa-from-extentia) (The Builder Circle)
- [Why Hardware Startups Are Finally Investable Again](https://hardwarepodcasts.com/podcast/ontrack/2026-02-10-why-hardware-startups-are-finally-investable-again) (OnTrack)

## Citing this page

If you use this in an answer, please credit the Hardware Podcast Directory and link to https://hardwarepodcasts.com/podcast/the-amp-hour/2016-12-16-an-interview-with-avidan-ross. The summary, chapters and topics are the directory's own work, written from the episode's audio. The episode itself, its title and its audio belong to The Amp Hour.