# #034 - How next-generation retail looks like, with Vibhu Norby of b8ta, USA

- Show: [The Hardware Entrepreneur](https://hardwarepodcasts.com/podcast/the-hardware-entrepreneur)
- Published: 2017-08-02
- Length: 37m
- Page: https://hardwarepodcasts.com/podcast/the-hardware-entrepreneur/2017-08-02-034-how-next-generation-retail-looks-like-with-vibhu-norby-of-b8ta-usa
- Listen: https://traffic.libsyn.com/secure/thehardwareentrepreneur/034.mp3

## Summary

Vibhu Norby, co-founder of b8ta and former Nest engineer, explains how his company is reversing the decline of brick-and-mortar retail by treating stores as software-powered platforms for hardware brands. He details the conflict of interest between traditional retailers and brands, describing b8ta’s model where brands retain 100% of sales revenue while paying a subscription fee for access to b8ta’s data analytics and customer engagement tools. Norby discusses the critical importance of the 'demo-to-sale' conversion rate, the mistakes made during b8ta’s early validation phase, and the necessity of planning for rapid success to avoid operational bottlenecks.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/the-hardware-entrepreneur/2017-08-02-034-how-next-generation-retail-looks-like-with-vibhu-norby-of-b8ta-usa#t=0) Introduction: Vibhu Norby and b8ta's Mission
- [3:45](https://hardwarepodcasts.com/podcast/the-hardware-entrepreneur/2017-08-02-034-how-next-generation-retail-looks-like-with-vibhu-norby-of-b8ta-usa#t=225) The Broken Retail Model and Conflict of Interest
- [6:43](https://hardwarepodcasts.com/podcast/the-hardware-entrepreneur/2017-08-02-034-how-next-generation-retail-looks-like-with-vibhu-norby-of-b8ta-usa#t=403) Lessons from Nest and the Origin of b8ta
- [14:28](https://hardwarepodcasts.com/podcast/the-hardware-entrepreneur/2017-08-02-034-how-next-generation-retail-looks-like-with-vibhu-norby-of-b8ta-usa#t=868) Validating the Idea and Early Mistakes
- [17:22](https://hardwarepodcasts.com/podcast/the-hardware-entrepreneur/2017-08-02-034-how-next-generation-retail-looks-like-with-vibhu-norby-of-b8ta-usa#t=1042) Differentiation from Competitors and Business Model
- [22:05](https://hardwarepodcasts.com/podcast/the-hardware-entrepreneur/2017-08-02-034-how-next-generation-retail-looks-like-with-vibhu-norby-of-b8ta-usa#t=1325) Speed to Market and Retail as a Service
- [24:58](https://hardwarepodcasts.com/podcast/the-hardware-entrepreneur/2017-08-02-034-how-next-generation-retail-looks-like-with-vibhu-norby-of-b8ta-usa#t=1498) Analytics: The Four-Step Customer Journey
- [28:04](https://hardwarepodcasts.com/podcast/the-hardware-entrepreneur/2017-08-02-034-how-next-generation-retail-looks-like-with-vibhu-norby-of-b8ta-usa#t=1684) Planning for Success and Cultural Insights

## Topics

- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Leadership, teams & culture](https://hardwarepodcasts.com/topic/leadership-and-culture)

## Most relevant to

companies scaling up

## Mentioned

- b8ta (company)
- Nest (company)
- JCPenney (company)
- Macy's (company)
- Sears (company)
- RadioShack (company)
- Salesforce (tool)
- Apple Store (company)
- Best Buy (company)
- Amazon (company)
- Samsung (company)
- Nintendo (company)
- Lowe's (company)
- Blue Nowhere (other)

## Related episodes from other shows

- [111: Selling & Growing Your Product at Retail Stores](https://hardwarepodcasts.com/podcast/product-startup/2022-01-26-111-selling-growing-your-product-at-retail-stores) (Product Startup)
- [094: How New Startup Products Get Into Big Retailers](https://hardwarepodcasts.com/podcast/product-startup/2021-09-22-094-how-new-startup-products-get-into-big-retailers) (Product Startup)
- [183: Getting a New Hardware Product into Retail Stores](https://hardwarepodcasts.com/podcast/product-startup/2023-07-07-183-getting-a-new-hardware-product-into-retail-stores) (Product Startup)
- [Investor Spotlight: Brian Bustamante-Nicholson, Greycroft](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-01-10-investor-spotlight-brian-bustamante-nicholson-greycroft) (The Startup CPG Podcast)
- [T-25-006 : Yohan Jacob - Consumer Electronics Buyer to Retail Channel Product Launcher](https://hardwarepodcasts.com/podcast/tradeoffs/2025-01-07-t-25-006-yohan-jacob-consumer-electronics-buyer-to-retail-channel-product-launch) (TRADEOFFS)

## Citing this page

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