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Ember’s first Indiegogo marketing campaign drew sideways glances when it launched in 2015. Would anybody really purchase a $129 heated espresso mug? Almost a decade later, nevertheless, it’s clear that the preliminary pitch was merely the tip of the startup’s heating/cooling iceberg.
TechCrunch lately sat down with Clay Alexander, the agency’s founder and chairman, to take a deep dive into Ember’s historical past — and catch a glimpse of the place issues are headed.
“We’re nicely over 3 million models [of the smart mug] at this level,” the chief tells TechCrunch. “We’re nearing one million models a yr now. After I first created this know-how, I had so many individuals in my life say, ‘oh Clay, you’ll by no means promote a $100 digital espresso mug. You’ve misplaced your thoughts.’ As a founder, you simply must have perseverance, and you need to have this intestine intuition that overpowers logic.”
The primary prototype of the Ember mug was a Frankensteinian prototype involving a Zojirushi mug and a bunch of electronics. Picture Credit: Ember
Past the corporate’s better-known espresso receptacle, Ember has made a foray into the medical sector with the Ember Dice, a delivery field for issues that want to remain temperature-controlled — primarily medicines. It additionally makes heated child bottles now, too.
“I all the time say to people who cooling is far tougher than heating. Heating is pretty simple in you could create a heater by utilizing a resistive heating aspect or a resistive heating wire. I imply, heck, you possibly can simply put electrical energy and any wire. It’s gonna heat up, proper?,” Alexander notes. Cooling is a distinct beast, nevertheless. “Folks don’t understand that you just’re not pumping chilly vitality right into a fridge — you’re really pulling warmth vitality out of the field.”
Beginnings
Ember’s inception will be traced again to a relatable second of frustration: a lukewarm cup of espresso. Alexander, a self-proclaimed espresso aficionado, longed for an answer to keep up the proper temperature of his favourite brew from the primary sip to the final. The trail to bringing Ember to life was difficult. As a {hardware} startup, Ember confronted distinctive obstacles that usually deter entrepreneurs from venturing into this house. From the excessive product growth and manufacturing prices to the advanced internet of IP safety and worldwide growth, Alexander navigated a maze of challenges that might check his resolve and dedication.
Regardless of obstacles, Alexander remained steadfast. He assembled a group of engineers, designers and entrepreneurs who shared his ardour for making a product that might improve the coffee-drinking expertise and push the boundaries of what was potential in shopper know-how. As Ember started to take form, Alexander and his group poured numerous hours into analysis and growth, testing varied supplies and applied sciences till they arrived at an answer that met their bar. The outcome was a smooth, intuitive mug that might keep a exact temperature for hours, managed by means of a easy smartphone app. Certainly, 2,000 backers rallied to the thought on Indiegogo, giving the corporate a $360,000 money injection and its first trace at market validation. Not lengthy after, the corporate raised a collection of fairness rounds, together with a $13 million Collection C and a $23 million Collection E.
Balancing type and performance was an early problem acquainted to anybody within the {hardware} house. The mug wanted to successfully keep temperature whereas additionally being visually interesting and comfy to carry. After in depth testing and refinement, Ember ultimately settled on a smooth, minimalist design that seamlessly built-in the heating know-how into the mug’s partitions. The mug additionally options wi-fi charging, customizable temperature settings and a smartphone app that enables customers to manage it remotely.
Then there’s the problem of really bringing the product to market. In contrast to software program growth, {hardware} growth requires important upfront funding in supplies, tooling and manufacturing processes. As Alexander notes, these prices can rapidly balloon, placing immense strain on startups to safe funding and generate income as quickly as potential.
Throughout the ocean
As soon as a product is developed, {hardware} startups should navigate the advanced world of mental property safety. In a fiercely aggressive market, safeguarding one’s improvements is essential to long-term success, however securing patents and logos will be time-consuming and costly. This is usually a daunting prospect for startups with restricted sources, requiring cautious strategizing and prioritization.
At one level, Ember discovered an unbelievable alternative, which turned out to be a substantial problem. Till this level, the mugs have been already on sale in Starbucks and in different high-profile retail shops. However then, one of many greatest and most influential retailers on the planet got here knocking.
“We have been increasing not simply within the U.S. It took us about two years to get into the Apple retailer — the quantity of testing they put your product by means of is wild — and the variety of occasions I flew as much as Cupertino… nevertheless it was price it,” Alexander remembers. “However Apple doesn’t love to do localized launches. In the event that they like your product, and also you’ve handed all their assessments, they mainly come to you and say, Okay, we need to do that on a world scale.”
On the time, Ember was solely delivery to North America, however when Apple got here knocking and mentioned it wished to begin promoting its product in 27 international locations, they didn’t ask whether or not to leap, however moderately how excessive to hop.
A Moveable Medication Cooler Prototype created in collaboration with the Mayo Clinic in 2018. Picture Credit: Ember
“I keep in mind going to my ops group and saying, ‘Guys, Apple’s coming to us with a silver platter, which might flip us into a world model in a single day. Are we going to do that?’ And it was a few weeks of whiteboarding and blind panic,” Alexander laughs. “And finally, we simply mentioned, ‘You understand what, you solely reside as soon as, let’s do that,’ and it was probably the most excruciating yr of our lives. We went from North America to 27 international locations with Apple.”
As Ember started to increase internationally, Alexander and his group encountered challenges round navigating the regulatory landscapes of various international locations, securing dependable manufacturing companions and adapting to native market situations. Every problem required a deep understanding of the worldwide {hardware} ecosystem. Alexander credit Ember’s success on this space to the energy of his group and their willingness to be taught and adapt on the fly.
Going from sizzling to chilly
Whereas Ember’s good mug has been a powerful success within the shopper market, the corporate’s ambitions lengthen far past sizzling drinks.
A prototype of a cylindrical drugs cooler was developed in collaboration with the Mayo Clinic. This idea was from 2019. Picture Credit: Ember
I really like promoting espresso cups, don’t get me flawed, however with the ability to save lives has been one thing that each one of us can rally behind. Clay Alexander
“I keep in mind pondering, ‘What can we do with our temperature-control know-how to assist save lives?’ I might see that we have been turning into very profitable in shopper,” Alexander explains. “I had Wyatt Decker, the CEO of the Mayo Clinic in Arizona, on my board of administrators. It was actually cool to have a big-time healthcare government on our board. And he would invite us out to the Mayo Clinic. And we might sit there in these convention rooms with medical doctors and scientists. Our concept was to unearth how our temperature-control know-how might assist clear up ache factors in healthcare, whether or not it’s drugs or transferring organs round or what-have-you.”
Alexander and his group retreated again to the lab to begin tackling the challenges it had found, placing its dozens and dozens of patents to good use. The corporate says it has greater than 200 granted patents at present, nearly all of them in temperature management, whether or not it’s semiconductor refrigeration applied sciences, heating applied sciences or the management methods to handle all of it.
The work gave rise to Ember Dice, a tool that guarantees to resolve one of the crucial urgent challenges within the medical subject. Many drugs, significantly these utilized in most cancers remedy and vaccine distribution, require exact temperature management to keep up efficacy. Even slight deviations from the optimum temperature vary can render these drugs ineffective or dangerous. The Ember Dice addresses this concern by offering a transportable, extremely correct, temperature-controlled atmosphere for storing and transporting delicate drugs. Leveraging the identical ethos utilized in its clever mugs, the Ember Dice maintains a exact temperature vary, making certain that the medicines inside stay viable and efficient.
The Ember Dice dashboard allows shippers to see the medicines in transit in near-real-time, full with temperature readouts. Picture Credit: Ember
If correctly executed, the know-how may very well be a recreation changer. By enabling the protected and environment friendly distribution of temperature-sensitive drugs, the Ember Dice might assist to enhance entry to life-saving remedies in distant or underserved areas. It might additionally cut back the price and complexity of vaccine distribution, a essential consideration within the face of world well being crises just like the COVID-19 pandemic. After you have the know-how, tons of alternatives begin to floor. For instance, the U.S. Anti-Doping Company revealed that it makes use of Ember’s know-how forward of the 2024 Olympic group trials.
Alexander notes that he sees the event of the Ember Dice as a pure evolution of Ember’s mission to make use of know-how to resolve real-world issues. By making use of its experience in temperature management to the medical subject, Ember is poised to make a significant distinction within the lives of sufferers worldwide.
Spinning out
The choice to separate Ember into two distinct divisions — shopper and life sciences — was a strategic transfer designed to permit every arm of the corporate to concentrate on its core competencies and goal markets. By making a devoted life sciences division, Ember can channel its sources and expertise towards creating new functions for its know-how within the medical subject, from enhancing the storage and transportation of vaccines to enabling extra exact temperature management in laboratory settings.
The break up allows the corporate to serve completely different buyer populations — each within the product sense and within the investor sense — and the corporate employed a former Dyson exec (Jim Rowan) because the CEO of its shopper division.
“A couple of yr and a half in the past, we really spun out Ember Life Sciences as a standalone entity,” Alexander says. The corporate initially saved the identical cap desk for each firms however allowed the 2 entities to diverge from there. “It allowed us to lift capital from the healthcare trade, and we’re fairly happy with a few of our fairness companions. Provider — the world’s largest business refrigeration producer — is our investor. We even have another traders as nicely within the healthcare house. By spinning it out, we might appeal to life sciences and healthcare kind of fairness investments and board members, and many others., versus after we had all of them mixed.”
From cool to very chilly certainly
“We’re really making an attempt to maneuver into the cell and gene remedy house with cryogenic delivery,” Alexander teases, exhibiting me a photograph of the prototype gadget. He then swears me to secrecy, saying I can’t share the image I’ve seen.
As Alexander seems to the long run, he’s crammed with pleasure and risk.
The Ember Dice can hold merchandise at 5degC (41F) for 72 hours. The corporate’s subsequent foray is cryogenic delivery, during which the temperature should keep at -150C (-238F) for prolonged durations.
“Damaging 150C isn’t any joke. It’s a hell of a factor. We use liquid nitrogen, and the delivery field has a sponge-like materials, so the nitrogen will get absorbed into the partitions. If it will get tipped over, nothing comes out, it’s a dry shipper,” Alexander says. “It’s a significant engineering problem. You need to do it in a vacuum, and it’s all very advanced engineering.”
Alexander says the cryogenic shipper is round 18 months from being out there as a business product, however the Ember group is psyched in regards to the progress it has made to this point.
“We’ve run thermal chamber testing and have been capable of hold the payload under unfavourable 150 Celsius for 10 days,” Alexander explains. “The audience for that is cell and gene remedy — tremendous high-tech drugs that’s actually curing most cancers and saving lives. Speak about a feel-good factor as a model, proper? I really like promoting espresso cups, don’t get me flawed, however with the ability to save lives has been one thing that each one of us can rally behind.”
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