"97% of hardware startups fail. And a lot of the time, it’s the same mistakes repeated over and over again."

In this episode of Why Design, I’m joined by Sera Evcimen, Founder of Pratik Development, Innovation Advisor at FORGE and Techstars Paris, and host of the hardware startup podcast The Builder Circle.

Sera has built a career around one goal — helping hardware startups avoid the common pitfalls that so often derail promising ideas. She’s worked hands-on across cleantech, space, consumer tech, and robotics before launching Pratik to support deep tech founders with everything from system integration to supply chain and manufacturing strategy.

We explore how Sera made the leap from startup engineer to fractional CTO/COO, what tribology (the study of friction and contact) taught her about mechanical failure modes, why product decisions define hiring needs, and how her podcast and meetups are helping to build a stronger hardware community on both sides of the Atlantic.

If you're working in physical product development or dreaming of launching your own hardware startup, this one is packed with advice you can apply immediately.

Key Takeaways:

🔹 Hardware is Hard – Why 97% of hardware startups fail, and how common pitfalls like sunk cost fallacy and rushing in-house manufacturing decisions play a part.

🔹 Fractional CTO and COO Work – How Sera plugs into teams to solve technical and operational challenges hands-on, from lab benches to factory floors.

🔹 Tribology Matters – Why understanding friction, wear, and lubrication can unlock better mechanical design and reduce failure rates.

🔹 Product Decisions Shape Teams – How technical choices early on define who you need to hire later.

🔹 Builder Circle Podcast – Amplifying the voices of engineers and operators, not just founders, to share deep practical lessons for startups.

🔹 Community Building – How meetups and peer support networks like Hardware Meetup London are strengthening the hardware ecosystem.

🔹 Authenticity in Hardware – Why admitting risks, asking for help, and being open about challenges makes you more investable, not less.

📌 Memorable Quotes:

💬 “You shouldn’t wait until every little detail is perfect. Test your product as soon as possible with someone willing to use it and willing to pay for it.”

💬 “Hardware is a system. Product decisions define your hiring needs and shape the future of your company.”

💬 “Tribology sounds obscure but it is everywhere. It’s the hidden science behind why machines fail.”

💬 “Focus on being interested, not interesting. That’s the best way to network in the hardware community.”

Resources & Links:

🌍 Connect with Sera Evcimen on LinkedIn

🎙️ Listen to The Builder Circle Podcast

🏢 Learn more about Pratik Development

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