From self-checkout frustration to supermarkets worldwide
Tiliter co-founder Christopher Sampson shared how an idea sparked at a supermarket self-checkout became technology now used by retailers worldwide, and why being bold enough to tell people what you've built mattered as much as the tech itself.
Before Tiliter's scales were in Woolworths stores, the idea started at a self-checkout, watching shoppers scroll through menus to find the right fruit or vegetable.
At I2N's Founder Stories, Christopher Sampson , co-founder of Tiliter, shared how he went from engineer to founder of a business whose technology is now used by retailers around the world. The lesson that landed hardest wasn't about algorithms. It was about being bold enough to tell people what you've built.
Chris grew up in country NSW and studied engineering at UON, then spent years in industry, including at Cochlear, before starting a business of his own. In 2017 he and his co-founders set out to answer a simple question: why couldn't a camera just recognise the item? The computer vision to do it was only just emerging.
The technology worked. Getting it noticed was harder, and that meant putting himself and the product in front of media and customers.
"As an engineer it was a little bit uncomfortable for me," Chris said. "But it actually proved really pivotal to our success."
Early on, Tiliter landed a national news story showing its technology working in a store. Retailers and major technology companies started calling, keen to see what a small Australian startup had built.
"That's what people ask us all the time. How did you get into Woollies? It was through this," he said.
Tiliter's first client came from overseas. One of Chris co-founders had connections in Germany, and one of the world's largest point-of-sale manufacturers saw the potential. They paid for an early 3D-printed prototype and flew the team over to work with their engineers.
"We were a couple of guys in a garage," Chris said. Large Australian companies were cautious about backing an early-stage local startup, so international validation gave Tiliter credibility that was hard to win at home. Media coverage got Tiliter noticed, and an overseas client helped close the deals. Its scales went on to be installed in Woolworths stores across the country.
The journey wasn't smooth. COVID stalled international projects and a tough funding climate forced hard decisions. Christopher was candid about both, and about what they taught him: revenue and customers matter more than headcount or funding announcements.
His message to Newcastle's founders was simple. Don't assume big companies are already doing what you're doing. Get your innovation in front of them and find out quickly if they're interested.
Top takeaways
- Start with a problem you've felt yourself
- Marketing is part of the job, even for engineers
- Go after media coverage, because it rarely comes looking for you
- Don't limit yourself to the local market
- Customers and revenue matter more than headcount or funding headlines
If you missed it, catch up on the recording!
Next up: Founder Stories – Where are they now? with MGA Thermal
Wednesday 28 October, 4pm to 5:20pm, I2N Hub Honeysuckle
Register on Eventbrite
Contact
- Ned Collins
- Phone: 0468601995
- Email: ned.collins@newcastle.edu.au
Related news
The University of Newcastle acknowledges the traditional custodians of the lands within our footprint areas: Awabakal, Darkinjung, Biripai, Worimi, Wonnarua, and Eora Nations. We also pay respect to the wisdom of our Elders past and present.