Embedded Technology Corporation is in many ways an archetypal early stage software company, driven by dedication and enthusiasm but with global aspirations.
Embedded Technology Corporation is in many ways an archetypal early stage software company, driven by dedication and enthusiasm but with global aspirations.
It shares a very modest ‘incubator’ at Technology Park in Bentley, where it pays rent but doesn’t have to sign a long-term lease.
Its chief technology officer, Sahid Sesay, used royalties from an earlier invention he developed in Silicon Valley to get the company started, and he still has a mattress in the corner of his office for the nights he never leaves.
Its young software programmers sit around a cluster of computers, where the only colour is from the empty soft drink cans.
And its chief executive, Martin Cebis, a WA Business News 40under40 winner in 2003, has barely had a holiday or drawn a salary since joining the company two years ago.
Embedded is developing software that simplifies the process of automation, and its technology is best described as a ‘plug and play’ operating system for automation.
The technology could dramatically change automation, which hitherto has required specialist staff who often need to customise systems to suit the needs of different users.
“Our customers are people who may not have used automation before because they found it too expensive and complex,” Mr Cebis said.
Embedded has secured its first sales and its technology is now being used in a commercial aquaculture hatchery, in port security and in research facilities.
As well as selling to end users, Embedded is also looking to develop ‘turnkey’ systems for companies that could integrate the software into their products, in areas such as fire warning systems.
The idea for Embedded’s technology grew out of Mr Sesay being a frustrated user of automation systems.
He conducted market research to establish that nobody else was working on a similar system, and three years ago set to work.
The system he developed is accessible via the Internet and able to connect to a wide range of monitoring and system control devices.
Users can remotely add new devices or reconfigure or redeploy existing devices.
Mr Cebis believes his business partner adopted an astute approach during the company’s growth. “Something that Sahid did and other good entrepreneurs do is take calculated risks,” he said.
To help guide its development, Embedded established an advisory board, chaired by former Orbital Engine director John Beech, and including technology analyst Andrew Duff and economic consultant Michael Chappell.
It has also gained a $65,000 Comet grant from the Federal Government and a $25,000 capital attraction grant from the State Government.
Mr Cebis believes the work that is necessary to obtain grants has been beneficial for the company.
“With all grants, you get helped if you help yourself,” he said.
Embedded engaged accounting firm PKF to put together an information memorandum to support its planned fund raising activities, and Mr Cebis is hopeful that venture capital funding will flow this year. The company has secured its first sales and is now aiming much wider.
“WA is our home but the world is our market,” Mr Sesay said.
The securing of sales also meant Mr Cebis and Mr Sesay have started receiving their first salary payments.
“We were adamant we wouldn’t take a dollar of investors’ money out of the business until we had sales,” Mr Cebis said. “Our first salary came out of our first sales.”
