Normal

What do they actually do

Normal sells a web platform with managed services that turns hardware certification into a step‑by‑step process. The software lays out a “certification roadmap” for a given device (which tests apply and in what order), automates accredited lab booking and sample logistics, tracks tests as they run, and generates the technical file and paperwork needed for regulators or market audits Normal site. They publicly list support for FCC, ISED, CE and ASTM F963 (toy safety) programs Normal site.

A typical engagement starts with an assessment to identify applicable standards for the product. Normal then books testing with partner labs (they state partners are ISO 17025/17065 accredited), coordinates samples, and provides live status and plain‑English interpretation of lab results. The platform and operations team assemble an audit‑ready technical file to support approvals and market entry Normal site, YC profile.

The buyer is usually the engineering/compliance lead at a hardware team building connected products (drones, robots, IoT, consumer hardware, toys). Normal charges subscription fees for its cloud software (tiers referenced in Terms) and provides managed coordination of third‑party lab testing Normal site, Terms, YC profile. The site also claims large time savings from using the platform and highlights live features like automated bookings, tracking, and auto‑generated technical files Normal site.

Who are their target customer(s)

• Early‑stage hardware founder/CTO building a connected product (drones, robots, IoT, toys): Unclear which certifications apply and when; engineers lose days parsing standards, emailing labs for availability, and compiling documents instead of building the product. Normal site, YC profile
• Engineering or compliance lead entering new markets: Coordinating regional standards and accredited labs is fragmented and slow; assembling audit‑ready test records is manual and error‑prone. Normal site
• Product manager launching consumer hardware (esp. toys or IoT): Late failures or missing approvals (e.g., ASTM F963, CE, FCC) can delay launch or force rework/recalls; needs earlier visibility and tighter execution. Normal site
• Operations/procurement/supply‑chain manager at a mid‑size or enterprise hardware company: Needs predictable scheduling, SLAs, and centralized proof of compliance for audits/distributors; current processes run on emails and spreadsheets that don’t scale. Terms
• R&D/testing engineer doing frequent hardware iterations: Small design changes can trigger repeat tests; needs faster pre‑checks and real‑time test status to avoid surprises and wasted build cycles. Normal site

How would they acquire their first 10, 50, and 100 customers

• First 10: Founder‑led, high‑touch pilots with YC and accelerator startups: offer a discounted concierge engagement covering the roadmap, a first lab booking, and full technical‑file handoff; capture feedback and create internal case studies.
• First 50: Formalize referrals with a few ISO‑accredited labs and 2–3 accelerators; run workshops at hardware meetups/conferences (drones, robotics, toys) and targeted LinkedIn/email outbound to engineering leads at early‑stage hardware teams.
• First 100: Launch a clear self‑serve entry (e.g., free roadmap, pay per booking), hire 1–2 SDRs to scale vertical outbound, and sign reseller/referral deals with contract manufacturers, labs, and distributors to bundle the service in new‑customer onboarding.

What is the rough total addressable market

Top-down context:

Electronics/electrical testing, inspection and certification is estimated around single‑digit billions (e.g., ~USD 7.95B). EMC testing is cited around ~USD 2.6B in 2024, and toy‑safety testing around ~USD 1.9–2.2B in 2024, indicating a core global lab market on the order of ~USD 10B relevant to connected devices and toys Mordor Intelligence, Straits Research, Verified Market Research.

Bottom-up calculation:

Normal monetizes the software + managed coordination layer on top of lab spend. If 8–12% of the ~USD 10B core lab market is addressable via platform subscriptions, booking/logistics fees, and services, that implies a software + managed‑services TAM of roughly USD 0.8–1.2B globally. Connected device growth supports steady demand for RF/EMC and safety testing IoT Analytics.

Assumptions:

• Segment overlaps (electronics TIC vs. EMC vs. toy testing) are used to bound, not sum; ~USD 10B reflects an order‑of‑magnitude core lab market.
• Software/coordination layer can capture ~8–12% of underlying lab spend through subscriptions and transaction/coordination fees.
• Focus is on connected hardware (multi‑radio electronics, IoT, robotics, toys), excluding broader TIC markets (construction, food, etc.).

Who are some of their notable competitors

• UL Solutions: Global testing and certification provider with extensive product safety, EMC/RF, and certification services across 110+ countries; a default incumbent many hardware teams use for FCC/CE/ISED and safety programs UL Solutions.
• Intertek: Large, global TIC firm offering certification, testing and market access services with broad accreditations and directories; commonly selected for end‑to‑end product compliance programs Intertek.
• TÜV SÜD: Global technical service provider with electronics testing and certification, EMC/RF, product safety and global market access services; strong presence across Americas, Europe, and Asia TÜV SÜD.
• SGS: World’s leading TIC company by breadth; operates large Safety & EMC networks and can support FCC, CE and other marks for electrical/electronic products SGS.
• Eurofins E&E (Eurofins Electrical & Electronics): International network of labs providing electrical/electronics testing, EMC and radio, product safety and certifications (incl. MET NRTL in North America) with global locations Eurofins E&E.