A simple way to include performance in the development activities without ending ib premature optimization territory is to introduce timing budgets. Decide for each operation how long it us allowed to take. E.g. pushing this button reacts in 100ms. Make your tests record these times. Optimize when it becomes clear you're not going to make it. There was an intervieuw with the Intel engineer that got the linux laptops…
Do you think it's easy enough to get this sort of machinery set up even for small startups?