Technical advisory · alongside my role at Hula Earth

Ask the right questions before you're locked in.

Most expensive device mistakes are cheap decisions made too late. I help teams make them early: which radio, which architecture, which certification path, and what to stop doing.

Tell me about your project How I work
×63cost

Rule-of-thumb curve: the cost of changing a decision grows roughly a thousandfold from concept to devices in the field

Who I help

A sparring partner, not a vendor

Not every project needs another supplier. Sometimes you need someone who has been through this before and has no stake in which chip you pick.

Startups

Building your first connected product and want to avoid the classic traps.

New to IoT

Companies adding connectivity to a product for the first time.

Teams

Strong engineers who want experienced input on architecture and tradeoffs.

Managers

Engineering managers who need a sounding board before a big decision.

Where I'm useful

Hardware limits, firmware, radio

My core is where hardware constraints, firmware architecture and radio protocols meet, for devices that have to survive in the real world without anyone looking after them. The first question is usually which radio. Pick one.

Typical range against data rate for common IoT radios, both on log scales

BLE

Range
Data rate
Power

Good for

Watch out

Certification

CE / RED, FCC and whatever else your market asks for, plus railway standards. Plan the lab before the layout is frozen.

Firmware architecture

Zephyr RTOS, low-power design, OTA updates, and a company module so the next product needs less code.

Edge AI

Data pipelines and on-device processing with TinyML, so the device sends answers instead of raw data.

How I work

Four steps, no surprises

  1. 01

    Understand & challenge

    We start with your problem. I ask questions, challenge assumptions and pin down what success looks like, not just what the spec says.

  2. 02

    Architecture & plan

    A clear architecture saves projects: maintainable, testable, with documented interfaces and a realistic path to certification.

  3. 03

    Build alongside

    Regular check-ins, reviews of designs and code, hands-on where it helps. You always know where we stand and what's next.

  4. 04

    Hand over

    Your team should own what we build. Documentation, knowledge transfer, and I'm still around for questions afterwards.

Why me

I've helped startups avoid expensive mistakes before they happened, guided teams through regulatory approvals, and built firmware that runs on railway tracks in Siberia. Embedded means constraints, and that's where I like to work.

10+years of embedded systems
3device worlds: buildings, railways, forests
0 → 1from prototype to certified production
1:1team lead and mentoring experience

I tell you what you don't want to hear.