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 effectively over 3 million items [of the smart mug] at this level,” the manager tells TechCrunch. “We’re nearing 1,000,000 items a 12 months now. Once I first created this expertise, 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 should have perseverance, and it’s a must 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 transport field for issues that want to remain temperature-controlled — primarily medicines. It additionally makes heated child bottles now, too.
“I at all times say to those that cooling is far more durable than heating. Heating is pretty simple in you could create a heater by utilizing a resistive heating factor or a resistive heating wire. I imply, heck, you may simply put electrical energy and any wire. It’s gonna heat up, proper?,” Alexander notes. Cooling is a unique beast, nevertheless. “Folks don’t notice that you simply’re not pumping chilly vitality right into a fridge — you’re really pulling warmth vitality out of the field.”
Beginnings
Ember’s inception might 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 take care of the right 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 always deter entrepreneurs from venturing into this area. From the excessive product growth and manufacturing prices to the advanced net of IP safety and worldwide growth, Alexander navigated a maze of challenges that will take a look at his resolve and willpower.
Regardless of obstacles, Alexander remained steadfast. He assembled a crew of engineers, designers and entrepreneurs who shared his ardour for making a product that will improve the coffee-drinking expertise and push the boundaries of what was potential in client expertise. As Ember started to take form, Alexander and his crew poured numerous hours into analysis and growth, testing numerous supplies and applied sciences till they arrived at an answer that met their bar. The end result was a modern, intuitive mug that might preserve 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 Sequence C and a $23 million Sequence E.
Balancing type and performance was an early problem acquainted to anybody within the {hardware} area. The mug wanted to successfully preserve temperature whereas additionally being visually interesting and comfy to carry. After intensive testing and refinement, Ember finally settled on a modern, minimalist design that seamlessly built-in the heating expertise into the mug’s partitions. The mug additionally options wi-fi charging, customizable temperature settings and a smartphone app that enables customers to regulate it remotely.
Then there’s the problem of truly 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 stress 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 might be time-consuming and costly. This is usually a daunting prospect for startups with restricted assets, 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 had been already on sale in Starbucks and in different high-profile retail shops. However then, one of many largest and most influential retailers on this planet got here knocking.
“We had 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… however 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 exams, they principally come to you and say, Okay, we need to do that on a worldwide scale.”
On the time, Ember was solely transport to North America, however when Apple got here knocking and mentioned it needed to start out promoting its product in 27 international locations, they didn’t ask whether or not to leap, however reasonably how excessive to hop.
A Moveable Drugs Cooler Prototype created in collaboration with the Mayo Clinic in 2018. Picture Credit: Ember
“I bear in mind going to my ops crew and saying, ‘Guys, Apple’s coming to us with a silver platter, which might flip us into a global 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 recognize what, you solely dwell as soon as, let’s do that,’ and it was probably the most excruciating 12 months of our lives. We went from North America to 27 international locations with Apple.”
As Ember started to increase internationally, Alexander and his crew encountered challenges round navigating the regulatory landscapes of various international locations, securing dependable manufacturing companions and adapting to native market circumstances. Every problem required a deep understanding of the worldwide {hardware} ecosystem. Alexander credit Ember’s success on this space to the power of his crew and their willingness to be taught and adapt on the fly.
Going from sizzling to chilly
Whereas Ember’s sensible mug has been a convincing success within the client market, the corporate’s ambitions prolong 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 like promoting espresso cups, don’t get me incorrect, however having the ability to save lives has been one thing that every one of us can rally behind. Clay Alexander
“I bear in mind considering, ‘What can we do with our temperature-control expertise to assist save lives?’ I may see that we had been changing into very profitable in client,” 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 thought was to unearth how our temperature-control expertise may assist clear up ache factors in healthcare, whether or not it’s drugs or shifting organs round or what-have-you.”
Alexander and his crew retreated again to the lab to start out 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 the moment, 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 unravel some of the urgent challenges within the medical discipline. Many medicines, significantly these utilized in most cancers therapy and vaccine distribution, require exact temperature management to take care of efficacy. Even slight deviations from the optimum temperature vary can render these medicines ineffective or dangerous. The Ember Dice addresses this concern by offering a conveyable, extremely correct, temperature-controlled atmosphere for storing and transporting delicate medicines. Leveraging the identical ethos utilized in its clever mugs, the Ember Dice maintains a exact temperature vary, guaranteeing 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 expertise could possibly be a recreation changer. By enabling the protected and environment friendly distribution of temperature-sensitive medicines, the Ember Dice may assist to enhance entry to life-saving therapies in distant or underserved areas. It may additionally scale back the price and complexity of vaccine distribution, a essential consideration within the face of worldwide well being crises just like the COVID-19 pandemic. Upon getting the expertise, tons of alternatives begin to floor. For instance, the U.S. Anti-Doping Company revealed that it makes use of Ember’s expertise forward of the 2024 Olympic crew trials.
Alexander notes that he sees the event of the Ember Dice as a pure evolution of Ember’s mission to make use of expertise to unravel real-world issues. By making use of its experience in temperature management to the medical discipline, 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 — client and life sciences — was a strategic transfer designed to permit every arm of the corporate to deal with its core competencies and goal markets. By making a devoted life sciences division, Ember can channel its assets and expertise towards growing new purposes for its expertise within the medical discipline, 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 client division.
“A few 12 months 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 pleased with a few of our fairness companions. Provider — the world’s largest business refrigeration producer — is our investor. We even have another traders as effectively within the healthcare area. By spinning it out, we may appeal to life sciences and healthcare sort of fairness investments and board members, and so on., versus once 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 area with cryogenic transport,” Alexander teases, displaying me a photograph of the prototype system. He then swears me to secrecy, saying I can’t share the image I’ve seen.
As Alexander appears to the longer term, he’s full of pleasure and risk.
The Ember Dice can hold merchandise at 5degC (41F) for 72 hours. The corporate’s subsequent foray is cryogenic transport, by which the temperature should keep at -150C (-238F) for prolonged durations.
“Unfavorable 150C isn’t any joke. It’s a hell of a factor. We use liquid nitrogen, and the transport 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. It’s a must to do it in a vacuum, and it’s all very advanced engineering.”
Alexander says the cryogenic shipper is round 18 months from being accessible as a business product, however the Ember crew is psyched concerning the progress it has made to date.
“We’ve run thermal chamber testing and have been in a position to hold the payload under destructive 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 like promoting espresso cups, don’t get me incorrect, however having the ability to save lives has been one thing that every one of us can rally behind.”
