A Startup Field Guide in the Age of Robots & AI – with Oliver Mitchell

  • 09 October, 2025

Today, we are talking with Oliver Mitchell, Partner at ff Venture Capital, the most engaged technology venture capital firm in New York City since 2008. They have an extensive portfolio, and have created billions of dollars in market cap value.

Recently, Oliver has released a book titled A Startup Field Guide in the Age of Robots and AI. In the book, he sets the stage to mentor – and provide mentors – around building a hardware startup in modern day times. The book is full of advice, real life stories from the trenches, and practical information to help you succeed.

Questions:

  • Tell me about the book – what was the main goal of you writing it, what were you trying to accomplish?
  • In the book, you discuss what it takes to launch a business in this industry. What are the five essential rules for launching a successful automation company?
  • How do you attract investors, given their visceral reaction to hardware sensors and robots? How do you prepare, circumvent or comfort these investors when they spot the red flags?
  • Hardware startups require the right people, the right R&D, etc. – just to get to MVP. What are some strategies for validating product-market fit in hardware startups?
  • At times, the government creates roadblocks through over-regulating and slow pace of play. But how can these partnerships be used for funding and even potentially customer acquisition channels?
  • In your book, you’ve interviewed some of the most respected luminaries in the space. Can you elaborate on these real world case studies? What were the significant challenges they overcame?
  • If you could give one piece of advice to someone heading down this path, what would it be?

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