It's hard to know, at first, what problem the Brava[1] smart oven is supposed to solve. Its value proposition—to use the Silicon Valley parlance—is a bit diluted. Is it supposed to heat up more quickly than your current oven? Is it designed to distribute heat in an innovative way? Is it supposed to be more energy efficient? Is it compatible with an app—and does that make it better? Will it be smarter than your current oven?
The short answer, according to the entrepreneurs at Brava, is all of the above. You will want to spend $995 on Brava's Wi-Fi-connected countertop oven, the pitch goes, because it will make your insanely busy life better.
While Brava is launching with a piece of hardware, the company is selling more than just an oven.
The long answer is more complex than that. Brava may indeed be a beautifully made oven packed with time-saving tech. But it's not just the oven you'll pay for; you'll need some accessories to get the most out of it. And, as part of Brava's launch this fall, the company plans to offer a food delivery service that drops ready-to-cook items onto your doorstep. Sure, you can buy your own groceries and make stuff with the Brava, but the company will try to convince you its produce options are superior. So while Brava is launching with a piece of hardware, the company is selling more than just an oven.
The company's business models mirrors that of other startups offering hardware with a service attached. Most famously, Peloton sells pricey exercise equipment—$2,000 for its stationary bike, $4,000 for its new treadmill[2]—that you use while livestreaming workout classes through its $39-a-month subscription service.
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