Coral- Brand Strategy, Business Development, Strategic Partnerships, Big Box Retail, E-Commerce

When you’re launching a tech company, you have to ask what makes you different? Tech is an expensive field, and breaking through the noise is difficult. It’s even harder when you’re trying to disrupt an industry with a huge incumbent. This was the challenge George undertook with Coral.

Coral is a home robotics company. They make robots for the household. My brother, Ted, spun the company out of a Taiwan-based robot vacuum manufacturer. His goal was to turn Coral into the leading disruptive brand for robotics. However, there was one large competitor that held the majority of the market share, iRobot (who had a marketing budget of over $200 million annually). Taking on the Goliath would be a monumental task. I teamed up with Ted to help equip Coral with a fairly adept slingshot, leading the company to over $22 million in sales in less than one year and the 2019 CES Innovation Award in Robotics.