Rubik’s Winning Formula: From Prototype to Market via the Manufacturing Innovation Challenge 

Founded in 2021, Rubik utilises cloud technology to provide straightforward, cost-effective and above all, practical solutions for manufacturers to help them boost profitability, enhance decision-making and reduce carbon emissions. Rubik had developed a new product, Data Mule, for medium sized manufacturers to streamline access to actionable business intelligence by aggregating and cleansing data from various sources to create a unified, high-quality dataset. This consolidated data foundation enables manufacturers to derive clear, impactful insights that inform decision-making and enhance operational performance. However, the business lacked the access to companies of greater size and scale that would allow validation of the software in a non-sales-based environment. 

In 2024 Rubik took part in Digital Catapult’s Manufacturing Innovation Challenge programme, which would accelerate the development of the Data Mule MVP by over six months – enabling the company to deploy the product into live client environments for testing significantly sooner. 

During the programme, Rubik also received fully funded mentoring support from Digital Catapult technologists, notably in Internet of Things (IoT) and 5G technologies, in addition to building valuable connections with the Smart Nano NI consortium partners and Digital Catapult’s wider alumni network. A visit to Smart Nano NI consortium lead partner Seagate was a highlight of the programme.  

“We were able to utilise the factory tour and Q&A session with Seagate staff to assess how a large global manufacturer is solving its data challenges,” said Mark Flynn. “And this showed us how Data Mule might offer a unique solution.” 

Through the programme’s industry mentoring, testing assumptions and hypotheses with both consortium partners and alumni companies in the manufacturing sector, Rubik were able to validate its Data Mule solution by extending databases to collect additional data, adding to the IoT broker system to collect data, and extending the business intelligence functions to include customised client reporting. As a result, they were also able to refine the go-to-market strategy and the commercial positioning of Data Mule as a solution tailored to larger manufacturers. 

Mark Flynn
Rubik

“The Digital Catapult programme has been a game-changer for Rubik. The opportunity to engage with larger manufacturers in a collaborative, non-sales environment allowed us to refine and validate our Data Mule solution in ways we couldn’t have done alone. The mentorship and funding we received have accelerated our go-to-market strategy by over six months – and positioned us for long-term success.”  

In the twelve months since, Rubik has been able to use the Techstart grant to recruit a Head of Data Solutions and build a data team to support the deployment of Data Mule. The minimum viable product (MVP) of Data Mule is currently on trial with a national joinery business that has an annual turnover of over £50m. This partner business has recently invested in a new enterprise resource planning (ERP) system, and Data Mule is now generating valuable insights in sales and finance reporting. Data Mule is also being connected to the machinery on the production floor, which will create additional valuable data insights that can inform better decision-making processes and efficiency. 

Rubik was also able to develop a collaboration with Queen’s University Belfast’s Advanced Manufacturing Innovation Centre (AMIC) to assist with a roadmap development in the Internet of Things (IoT) space for Data Mule, and was part of a successful Invest NI trade mission to Canada in 2024 and is currently applying to Invest NI’s MaRS Global Programme, designed to help tech businesses grow their presence in North America. 

What advice would Mark Flynn give to other startups about participating in similar innovation challenges from Digital Catapult? 

“I’d say, go for it. You have a chance to validate your solution and accelerate your ideas – and you have the support of fully funded technologist expertise. That combination really has the potential to transform your business.” 

Digital Catapult’s Smart Nano NI Accelerator programmes aim to advance manufacturing technologies in Northern Ireland as part of the Smart Nano NI consortium. The Manufacturing Innovation Challenge, a key component of the programme, saw eight technology SMEs and startups work to develop solutions to real-world manufacturing challenges. 

To facilitate this, ten industry mentors partnered with the programme, offering exclusive access to their factories, systems and data, enabling participants to test their proof-of-concepts in practical settings. In return, mentors gained direct engagement with some of Northern Ireland’s most innovative tech startups, exploring new ideas and technologies to enhance their businesses.