Raspberry Pi $RPBPF / $RPI.L
Ownership
Rasbperry PI foundation ~49% of shares
- Has objective to to sell down stake over 10 year period
- Amali De Alwis
- Andrew Sliwinski - product at Lego, director of Scratch MIT
- Charles Leadbeater
- David Zahn
- Janet Astall - Janet Astall
- John Lazar
- Kim Shillinglaw
- Laura Turkington
- Richard Clegg
- Stephen Greene
SoftBank: 8.4% ARM: 8.4% Lansdowne partners: 6.8% Raspberry Pi Employee Benefit Trust: 4% SW Investment Management LLC: 3.6% Ezrah Charitable Trust: < 4% Sony: < 2% Dr Eben Upton: < 2% Richard Boult: < 1%
Mike Thompson and Peter Green operating system developers:
“I felt I was the only one of the people who were talking in the threads about the project that became Raspbian with enough Debian knowledge to make the rebuild a success”
193.416M total shares
MOAT
- System on chips require significant investment, skills, and engineering expertise to develop over a period of several years, as well as significant lead times for orders
- Selling point: Small size, low power, convenient access to peripherals (I2C, SPI etc) + other features
- the brand
- Relationships with customers
- the mission of low cost electronics for learning
- free software + support from community
- social media - X.com listed as biggest one
- Intellectual property
- Developing their own semiconductors
- RP2040 microcontroller (their in house developed semiconductor)
- board designs
- a board design is a lot like a railroad. There’s one most efficient path to travel and you just need to find it once per product. Ie: the cost minimizing power usage minimizing design
- Operating system
- customers inherently get operating support - difficult for others to get up and working quickly
- To get an idea of how hard it was to build an OS for boards read this article: https://arstechnica.com/information-technology/2013/03/how-two-volunteers-built-the-raspberry-pis-operating-system/
- The OS currently has 15k contributors on github
- Requires someone with years of experience with OS development (Debian) + major time commitment. An effort this large would likely take millions of dollars to recreate
- ^ Now that this OS exists, the incentive to create a new one is drastically diminished - there’s no reason for another one to come along
- Learning how to build a Linux distribution is a steep learning curve.
- The need for an open source OS to design SBCs around no longer exists because of raspberry pi OS. Think of value proposition now VS a decade ago. Being first mover here was a huge competitive advantage.
- Rebranding Raspbian to Raspberry Pi OS was a great move
- Examples exist of how do to things on the raspberry pi where it doesn’t exist elsewhere
- Developing their own semiconductors
- Ecosystem
- When new tinkerer’s / consumers change their needs - Raspberry Pi doesn’t have to be bleeding edge. They can wait for a product to be proven by a competitor and then build their product. Because once their ecosystem adopts it, they have switching power. People will switch competitors to joi
- Community provided raspberry pi specific software / support
- Compliance
- each device undergoes compliance testing
- Could switch manufacturers within 12 months
- Contracts with Broadcom / Sony for chips + manufacturing
- Product with good performance and a richer feature set
Unfixable risks
- Unenforceable IP
- the threat of GPU centered AI edge compute could diminish need for SBCs
- Security vulnerabilities
- Counterfits that hurt the brand
- Reliance on 3rd party cloud providers - what do they use?
- Cost plus 20% obligations with the foundation for 2GB model
- earthquakes near chip makers
- to build the very SBCs, like Apple quality you probably need 1000s of the best engineers in the world - which requires 100s of millions of dollars to invest in. Is the TAM big enough for this?
- They claim ~$20B market
- ability to attract top engineers to build and design SBCs is limited because of giant corporations
Products
- 99% is SBCs (single board computer), compute modules, accessories and component sales. 1% is custom design/develop/manufacturinging custom hardware for biggest customers.
- Raspberry Pi (SBC single board computer): The everything computer; microcontroller for prototyping, tinkering, edge computing, industrial applications various form factors
- In house designed Semiconductors RP2040
- Personal computers
- Extensible component modules /sensor add ons
- Displays
- Peripherals and accessories (wires, cases) and power supplies
- compliance.
- 30% from US/NA, 40% from EU, 26% from asia
- MagPi magazine
Industry
- Vertically integrated strategy
- industrial and embedded
- enthusiast and education
- 28% of SBC & Compute module sales
- semiconductors
Costs
- Inventory depreciation - 50% every 5 years kind of like intel?
- I still get use out of my raspberry pi i bought 10 years ago
- Inventory insurance
- engineering assistance
Distribution
- Hybrid distribution model
- direct to AR (100 ARs approved resellers)
- adding ARs in Africa
- direct to AR (100 ARs approved resellers)
- direct to OEM (500 oem)
- license designs to Premier Farnell - they don’t like this partnership
Brand
- 15k Github contributors for Raspberry Pi OS 10k+ stars
- 3.2M subreddit members - foundation run moderators
- Home-assistant.io built for Raspberry PI with 5k contributor + 70k github stars
- ~400k Instagram followers
- ~600k twitter followers
- 150k youtube followers
- Sony partnership doesn’t even have a contract the partnership is so good
- Barclays gave them a credit line
- unknown newsletter size
Competitors (in order, or at least an attempt at it)
- Radxa.com
- Rockpi.org
- https://www.jeffgeerling.com/blog/2023/rock-5-b-not-raspberry-pi-killer-yet
- seems to have higher prices, but potentially better boards?
- less distribution
- 7k Github contributors https://github.com/rockchip-linux/kernel
- founder has some Linux firmware experience
- ASUS TinkerBoard - Taiwanese, do they have relationship with TSMC?
- TinyMiniMicro
- Comes with Win 10/11 license by default
- Lenovo Tiny
- HP
- Dell
- Nvidia Jensen - GPU AI centered. Apples to oranges
- AWS IOT operating system FreeRTOS
- ARMbian OS
- < 30 contributors
- Arduino? Is a microcontroller. Apples to oranges
- Adafruit - no its a reseller, but they’ve also manufactured 3 million boards too
- CLICK PLCs - industry ready, 24/7 capable devices
- Shelly devices? apples to oranges
- Intel NUC and other Mini-PCs
- Apples to oranges? Probably, but lots of people
- Intel exiting NUC small compute business
- niche Pi-esque boards. Banana pi for example
- Gigabyte?
- Can’t any motherboard designer make smaller form factors like raspberry pi? Since the invention of the steam deck we’ve seen an explosion of other devices. If the OS is open source (for steam deck Arch OS), is there no moat? Similarly Valve has proprietary drivers and packages up to date versions with the Steam deck, their developers who make those is the MOAT I guess
- Dell Wyse thin clients
- way too expensive, apples to oranges too
- Windows dev kits
- Khadas edge
Partnerships:
- JLC PCB
- design partners https://www.raspberrypi.com/for-industry/design-partners/?country=us
Important assets:
Outstanding questions:
- What do they rely on for cloud providers for? Just the website ?
- When an order is placed how does it go through their supply chain and through to fulfilment?
- How is the Broadcom partnership different from Klaviyo’s and shopify?
- How is the Sony partnership different from Klaviyo’s and shopify?
- What is their product’s defect rate? Do new products they develop have higher defect rates?
- Creating new products makes their old ones obsolete?
- Who are their approved resellers? What is their take?
- What is their current/historical write downs of inventory? What’s the value of old assets? Scrap value? Can they be repurposed.
- They mention low barriers to entry, what are the barriers to entry?
- Does open source work against you in the long term?
- What 3rd party IP do they pay for a license?
- HDMI LLC
- MPEG LA
- Synopsys
- Cadence
- Arm
- CEVA
- Sirius
- Dolphin
- Aragio
- What other companies use ARM and Sony to design/manufacture - if they are complimentary you’ll see more partnerships together. Unless, RPI has a exclusivity deal with both
- What is the competitive dynamic with esp32
- Cheapest intel system is $139 on amazon. Why raspberry pi?
- What are their flywheels?
Industrial use cases
- 3D printers - formlabs
- Smart home devices
- Video game devices (retro)
- musical equipment
- drones?
- IOT
- Screenly - signs for offices
- Disneylad / Level99 / Dave and Busters
---MISC UNORGANIZED NOTES BELOW THIS LINE---
Broadcom:
- To switch to another supplier - would take up to two years
Foundation owns significatnt equity
Only 12 months worth of expenses / growth expenses in cash?
Operating profit doubled+ from 21’-23’ to $260M 50% gross profit growth 22’-23’ Likely due to covid supply constraints which limited sales (~25% supply of chips decreased) 82% direct distribution in 2023 up from ~40% in 2021 covid related? ^ They expect this to stay roughly 70-80%
Avnet parent company of “Premier Farnell” licensee contracts dwindled to < 20% from ~60%. maybe strategic?
net equity - 190M what’s the value of old assets?
supply chain issues are the first thing mentioned in S1 (might be some recency bias there) Long lead times suck though ^ DRAM is a significant cost for them and called out specificially
TSMC is their supplier of semiconductors. Earthquakes and china regional risk
Broadcom is a primary supplier of chip components - You need to understand why can’t broadcom just raise prices on them here (scale probably) ^ How is this partnership different from Klaviyo’s and shopify?
Sony manufactures all of its products.. - You need to understand why can’t sony just raise prices on them here (scale probably) Decade long partnership - no official contractual agreement ^ How is this partnership different from Klaviyo’s and shopify?
Direct distribution - what could go wrong there in terms of scale?
What is their product’s defect rate? Do new products they develop have higher defect rates?
I’m not worried about failing to accurately develop new products - they’ve already proven they can do that
IP - banana pi, and tinkerboard are pretty much identical clones of the form factor
Creating new products makes their old ones obsolete?
Watch their write downs of inventory
Who are their approved resellers? What is their take?
skilled Labor is tough
hacking/Security claims
low price, low margin high volume is harder to compete with
something about the “tinkerer” market that seems in flux all the time. the needs of consumers change, and they have to adapt to create new designs. otherwise competition steps in. But, raspberry pi can sit and wait until that market is proven and create their own within their ecosystem. In other words they don’t have to be bleeding edge because people will switch once their ecosystem adopts it.
VALUATION
- FLOOR
- ~$10M? worth of engineers/contributors working on Raspberry PI OS
- 15k contributors
- no incentive for others to compete with their own OS (already open source)
- Brand recognition value
- ~$15M worth of social media followers
- ???$ intellectual property knowledge base
- how to design, build and manufacture SBCs & semiconductors
- learning about where the product market fit is
- how tos / readmes / examples
- ??? $ Having partnerships / ownership with ARM + Sony + Broadcom
- ??? $ Sway with the Raspberry Pi Foundation
- ~$10M? worth of engineers/contributors working on Raspberry PI OS