The traditional development approach for a proof of concept (PoC) is to write native code for target embedded systems. It usually involves writing code in C/C++, cross-compiling for the target, downloading the code, and testing it in several iterations. The process could be long and tedious, and often constrained with limited hardware and software resources available on the target system. Alpine decided to try a new approach by using MATLAB^® toolboxes in combination with MATLAB Coder™ to avoid such constraints and speed up PoC development in the early stages for one project. This presentation shares their experience, findings, and conclusions.