Inside Unchained Robotics - how the platform works

The Paderborn-based startup Unchained Robotics, founded at the end of 2019, offers manufacturer-independent solutions for robotics via its internet platform. Both from individual products (robot arms, grippers, optics, etc.) to complete solutions. The special feature besides the very extensive offer: The prices of the products are displayed without registration etc., so that an initial cost estimate is possible. Therefore, Unchained Robotics is always the first address for me when I want to know prices or performance (range, payload, etc.) of hardware.

Business model has proven to be sustainable

The last few months have also shown that the startup has long since passed proof-of-concept: In January, they received funding of €1.7 million and the young company is becoming increasingly visible in the media. Most recently, the Handelsblatt reported on the company's goal to simply automate small and medium-sized businesses. In this article, co-founder Mladen Milicevic formulates exactly my thinking: "There is now a solution for almost every problem - you just have to find it." That's why the blog regularly features case studies.

So Unchained Robotics works

But how exactly does the business model work? Mladen Milicevic answered this question, which is important for customers and interesting for the industry. The company offers components and robot cells on the Internet. Since the customer understandably wants ready-made solutions, employees of Unchained Robotics go to the customer after the initial contact. A rough concept is made and the potential customer is given an indicative price within 24-48 hours. If the customer is still interested, the case is discussed with a suitable integrator. I.e. this partner saves the acquisition effort and time. This is because the partner does not run the risk of an interested party dropping out again or of automation being difficult to implement after all. Unchained Robotics and the partner then work through the concept. This is all done in a timely manner, so that the potential customer receives an offer within 3 weeks. For potential partners it is important to know that only one is approached at a time. So there are no tenders etc. Unchained Robotics acts as a general contractor to the customer. The partner company supplies hardware and integrates. In addition, it has the advantage that it can market self-developed robot cells more easily via Unchained Robotics. The turnkey solutions always also name the partner(link).

Advantages of the model

It is clear that this business model offers various advantages. Unchained Robotics can cover a large area relatively easily without having to maintain staff everywhere and, above all, the company needs fewer specialists. With the extremely large number of different manufacturers/models in the program, good quality and effective implementation would otherwise not be feasible. Of course, the capital commitment is also lower.

The cooperation with ABB also shows that even brand-strong corporations believe in the model.

Market assessment

Milicevic senses a strong increase in interest. Indeed, the company should benefit from the good market environment itself, from its increasing reach and from its growing range of offerings. This growth can also be quantified indirectly: Starting with 10 employees at the beginning of the year, the company will soon employ 15 and probably 25 by the end of the year. As far as the market is concerned, not only is demand developing well overall, but also across all sectors; there is a "colorful mix of industries". This is a sign that the robot is being well received everywhere. The mix of industries means that you have to have broad industry know-how yourself.

The typical prospective customers are between 35 and 50 years old. This in turn matches the founders, who are around 30 years old.

Incidentally, the platform is not only used by SMEs, but also by larger companies. The more complex and therefore more expensive solutions of up to €200,000 are also in demand from these. At this amount, he currently sees roughly the limit for an Internet platform.

There is a sense of interest in the low-cost robotics sector. There is also a market for do-it-yourself users. The craft sector is clearly underrepresented.

The core market is still Germany, even if people like to post in English. Without advertising in the countries, we are increasingly receiving inquiries from non-German-speaking neighboring countries.

Mladen Milicevic expects a supply shock as a result of the Ukraine war. However, as a company founded a few weeks before Corona, it is particularly crisis-tested.

A topic that moves many in robotics is RaaS: Robotic-as-a-Service. This is a definition issue for him (payment per pick or monthly, etc.) . If entry threshold is lowered, Milicevic expects more demand. Therefore, RaaS can be a way, but the end customer has to understand it.

Social media

Increasing your reach using social media is as important to Unchained Robotics as it is to other platforms. Unchained Robotics prefers LinkedIn because of the ability to share. Xing does not offer this possibility. YouTube, where the startup operates its own channel in which it continuously posts videos from manufacturers and partners, is very helpful, he said. Case studies can be easily shown on YouTube.

Vowever, are we networking? LinkedIn
-> To the Cobot group on LinkedIn(Link)

Vnneed to network? LinkedIn
-> Go to the Cobot group on LinkedIn(Link)

In my own right/advertisement
The author of this blog is significantly involved in the AI/robotics project Opdra. He advises robotics companies and investors on market analysis and funding/subsidies. More about him can be found here.