Having built a business from the ground up and successfully sold it in the B2B space, I embarked on my next venture with a mix of trepidation and excitement. Enter Tewke, a company born out of the ambitious goal of creating a smart grid to solve energy challenges and automate homes. Our vision? A platform that integrates seamlessly into any home, powered by our patented technology, making energy savings effortless.
Our energy grid is outdated, plagued by peak demand issues, rising costs, and the slow adoption of renewables. The solution? AI-driven home automation that transforms houses into smart grids. This meant diving headfirst into the B2C world, dealing directly with consumers across the globe. Unlike my previous venture, where my company remained behind the scenes, Tewke presented an opportunity to build something that would directly impact: reducing carbon footprints, lowering public debt, and helping millions escape fuel poverty. Grand ambitions, sure, but at the start of this year, we took a major step forward by bringing Tewke to CES in Las Vegas.
The Legendary CES Experience
Owned and produced by the Consumer Technology Association, CES is the only trade show that showcases the entire tech landscape under one (very large) roof. From consumer tech hardware and software to groundbreaking innovations, CES is where the future happens. I had read about CES in computer magazines for years, where the biggest innovations were unveiled. It’s a sprawling, multi-venue event along the Vegas strip, hosting over 3,000 exhibitors and hundreds of thousands of visitors. Picture the Excel Centre in London, now multiply it by ten! A baptism of fire for Tewke, as we transitioned from quietly designing and engineering our solution to suddenly showcasing it to the world. Well… a small corner of a massive convention centre, but still!
At the heart of our showcase was Tap, our intelligent light switch, the first step toward our vision of smarter homes. With nine built-in sensors, it offers the simplest and most intuitive way for homeowners to interact with automation. Designed, built, and manufactured in the UK, we control every aspect of its development to ensure top-tier security and reliability.
The Road to Vegas
Earlier in the year, I received an email inviting us to apply for the Eureka Park section, a space dedicated to startups on the verge of launching. It was an opportunity to secure a booth at a not-ridiculous cost and be part of the big leagues. As the event drew closer, the logistics of getting a stand, preparing marketing materials, and coordinating the team became an intense focus, all in the chaotic lead-up to Christmas. How do we present our product effectively? What’s our core messaging? Who are we marketing to? Our primary goal was to engage with potential partners and investors, but without a clear idea of who would be attending, we weren’t entirely sure what to expect.
I reached out to friends and colleagues who had attended CES before. Their advice? Prepare for a crazy week, four days of nonstop meetings, press engagements, and standing at our booth from dawn till dusk. But with solid planning and a focused team, we were determined to make the most of the experience.
An Eye-Opening Experience
One of the biggest surprises was how little support UK startups receive from the government. We were surrounded by large, well-supported French, Italian, and Swiss contingents, where small businesses were showcased as part of bigger national stands. These countries weren’t just promoting individual companies; they were promoting their entire ecosystems. Meanwhile, British startups like us were scattered across the event, navigating the experience on our own. But despite the lack of official backing, there was a real sense of achievement in making it there on our own terms, and an immense pride in the overwhelmingly positive reception we received.
Attendees loved Tap. The user-friendly UI, the premium design, and the intelligence behind our product resonated with people. Had we been allowed to sell directly on the spot, I’m confident we could have sold our stand ten times over!
The Takeaways
CES was a game-changer for Tewke. We gained credibility, made valuable new connections, and left with a clearer vision for our future. One of my colleagues, initially sceptical about the U.S. market (thanks in part to the constant stream of political headlines), left CES buzzing with excitement about launching Tewke in America and the sheer scale of opportunities ahead.
So, was CES worth it? Absolutely. It wasn’t just an event; it was a moment, a turning point for Tewke. And now, as we prepare for the next phase of our journey, I can’t help but feel that this is just the beginning.
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