Robert Hobson of JFDI Startup Human was inspired by ‘becoming aware of what’s possible and that other people are doing great things’, which led him to turn his childhood dream of a sci-fi wonderland, into a reality that can benefit the ill and differently abled.
1. Tell us about your startup and team – who are you, and what are you aiming to do?
I am Robert Hobson, founder of HumanPlace. We are at a very early stage, conducting market research, product research and learning how to build a business. The initial idea is an e-commerce platform for B2C medical devices, but there’s a big vision and grand plan behind this, which includes building a community and some B2B components too. We’re aiming be the number one place to go if you’re looking for technology based health related products.
2. What brought you to JFDI Discover?
I’m currently finishing off an Executive MBA at INSEAD business school in Singapore and the experience has taught me a lot about running and funding businesses. I’ve always worked in large engineering and consulting companies and therefore have expertise in product development and project management. I wanted to spend some time ‘geeking out’, and this startup seemed like a great place to consolidate my skills and explore ideas at the same time. I joined JFDI Discover to provide some structure around distilling these ideas using a lean approach.
3. Why did you start this business?
Last year I had this crazy, almost childish idea that it would be great if you could somehow enhance your own physical capabilities. I suppose it’s can be compared to power-ups in computer games, or a cyborg. Clearly I read too much sci-fi as a kid. But as I thought about the possibilities and the latest developments in medical science and robotics, it didn’t seem as far-fetched.
What if there was a way to get life enhancing devices? People with disabilities or people living with illness, or even people training towards a goal could find something to help them. Whether it was to improve an aspect of their life, make things easier, or provide additional capabilities they didn’t have before. I think there’s a lot of mileage in that from a business perspective, but also from the perspective of doing something good for people.
4. What were some of the challenges you faced before joining JFDI Discover?
I would say that accessing the startup community was harder before JFDI Discover. The weekly Open House networking sessions are useful, but mainly becoming aware of what’s possible and that other people are doing great things. That’s inspiring.
5. How did JFDI Discover help your startup?
JFDI Discover helps prompt you to think in other directions that otherwise may have gone unnoticed. It’s good to crowdsource perspectives!
6. What was your favorite and least favorite aspect of JFDI Discover?
The structured approach to problem investigation, the materials provided for structuring your thoughts and findings, and some of the questions which the JFDI team posed were my favourite aspects of the JFDI Discover program.
My least favourite aspect was trying to use all the new online tools which JFDI recommend for collaboration. The JFDI Discover program is only three weeks long and most people are working full time too. Participants need to be focused on problem solving and idea generation, rather than figuring out how to use various apps and online comms tools.
7. What is the one lesson you took away from JFDI Discover that you think other founders should know too?
Funding is out there. You just need to prove your idea has merit and is worth the investment.
8. Where is your team planning to go from here?
The research phase is drawing to a close and I’m building a case for moving forward to build an MVP. This will help prove assumptions and allow us to adjust and pivot as needed to get traction. We’re also reaching out to suppliers and other startups for partnering opportunities.
9. Which resources do you look to for startup related advice? Have you read any books on startups?
I’ve read many books on startups, but the ones that stand out are the Lean Startup by Eric Ries (2011) and the Extreme Future by James Canton (2007). The Extreme Future pointed me towards the many new technologies that are coming, which is very inspiring if you’re that way inclined!
10. Who would you recommend to Discover?
People who want to explore a business idea, but who already have an idea they think is worth exploring.
11. ‘What was the biggest surprise for you coming out of the program?
How little analysis goes into many digital startups in the early stages.
12. How has doing a startup impacted your life?
It’s helped me understand innovation for the digital startup space and rapid iterative idea testing. There are many ideas, but not many truly good ones. It’s also made me feel good about creating something. Not enough people and jobs these days involve building things.
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Thinking of starting your own business? JFDI Discover will help you find out if you really want to be an entrepreneur. It will reveal if your team is aligned to deliver results. And it will show you how to solve a real problem for customers who are willing to pay thus moving closer to a “problem-solution fit”.
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Cui-Lyn Huang is on the Editorial team for JFDI Asia. Currently pursuing a combined major in Computer Science & Journalism at Northeastern University in Boston, and after growing up on the little red dot. She loves to write, she loves to eat, and loves to write about eating