It's a pretty simple idea actually --- tie your IoT device to a backend service and never worry about competitors stealing your UI/design.
Case in point: the Nest Dropcam uses backend services to do image detection and alerting, two things which require skills hardware manufacturers often don't have.
Heres one idea for such a business. Design and build some type of intelligent, networked sensor that gathers X valuable data.
Find a way to get enough devices installed in the right places by the right people, or better yet take to seas.
Sell your sensor network data, which is analyzed with some type of machine intelligence to make it more valuable.
The ocean is a rich place to find such data.
Low power computing + motors + wires + rapidly prototyped printed, or machined or laser cut parts + low cost sensors + web backends + newly accessible ai libraries = infinite diversity in infinite combinations.
We won't run out of startups like that until we're living on a fully networked intelligent planet.