Three university graduates – Fabian Christmann, Manuel Laurice Borer and Lukas Brockhoff – have invented a thermal cup with an innovative closure inspired by a film intro. Among other things, their start-up skilfully uses a patent, a registered trade mark and a trade secret to hold its own in the market.
The start-up founders Fabian Christmann, Manuel Laurice Borer and Lukas Brockhoff. Copyright: IRISGo
The thermal mug doesn’t have a traditional lid, but instead features a closure that opens with a twisting motion. Visually, the mechanism is reminiscent of a camera lens. Called IRISgo, the cup is leak-proof and has a large drinking opening, which enhances the aroma for the cup user.
The idea for the closure came about after acquaintances of the founders came into contact with knockout drops. This incident led them to consider what a securely closing yet easy-to-use cup might look like. Above all, it was important to the founders that the drinking experience would not be restricted. The breakthrough came when they saw a spiral-shaped camera lens in a James Bond opening sequence.
3D printer runs hot
The project began in a simple section of a basement in the canton of Baselland. The founders produced countless prototypes with a 3D printer. Firstly, they recreated the iris mechanism found in camera lenses. However, they realised that it needed too many individual parts. “The challenge was to design the mechanism in such a way that it would reliably seal the cup and be durable and easy to use,” explained Manuel. Every day, the founders created a new prototype, and they gradually learned more about technology and founding a start-up. In the early days, they received support from the Lucerne University of Applied Sciences and Arts (see infobox), where Fabian was studying at the time.
When the final version was ready, the focus shifted to series production. The key consideration was that the thermal mug had to be easy to manufacture and consist of just a few components. “We were surprised ourselves at how few parts were needed,” reported the founders.
Patent filed for the closure
They recognised the potential of this technical solution. With the help of a law firm, they filed the mechanism for patent protection. “You need to invest a lot of time and financial resources in the physical product before it can be launched in the market. That’s why protection is important to us. It gives us a degree of security.” Patents also play a role in financing, as investors often ask about IP rights. “A patent is a key asset in negotiations," says Manuel.
The founders are aware that sooner or later copies may be made. “At that point, we’ll discuss with lawyers what measures to take. Start-up founders should also gain some knowledge of intellectual property themselves. That way, they’ll be able to take good decisions,” emphasises Manuel. In Switzerland, the Swiss Federal Institute of Intellectual Property (IPI) is a valuable point of contact, and IRISgo has already benefited from its services.
The closure has been patented. In the patent specification, which is published after 18 months, the inventors must explain how the innovation works (disclosure). In return, they receive exclusive use for up to 20 years. They can prohibit third parties from using this technology. Copyright: Screenshot Espacenet.com
Infobox: From apprentices to start-up founders
Two of the founders first completed an apprenticeship and then a vocational baccalaureate. Their project came about during their studies, and they successfully integrated it into their degree programmes. After graduating, they founded IRISgo AG. The company now has a presence in Switzerland, Germany and Austria. They are also planning to expand to the United States. “We invest a lot of time in our start-up, but it’s worth it because we have the freedom to work on our own vision,” says Manuel. “The experience we’ve gained so far is priceless.”
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A registered trade mark strengthens marketing
The registered word mark IRISgo plays a decisive role in marketing. It’s a distinguishing feature and makes the name recognisable. The founders are already planning to launch further products with this trade mark.
The thermal mug is manufactured by a partner company in Switzerland, with the production details remaining a trade secret – another aspect of innovation protection.
The thermal cup is manufactured in Switzerland. The production process is a trade secret. Copyright: IRISGo
Smart support for start-ups in Central Switzerland
Lucerne University of Applied Sciences and Arts’ (HSLU) Smart-up programme supports students with innovative ideas who’d like to start their own business. Since the programme’s launch in 2013, around 320 start-ups have been founded and supported. Currently, 250 of these start-ups are still active, as the co-head of the programme Professor René Zeier points out. The thermal mug inventor IrisGo also benefited from Smart-up.
Around 20 start-ups are founded every year. “Half of them already have the entrepreneurial gene from their parents. The others catch the start-up bug thanks to our programme,” says René Zeier. The Smart-up team supports them in various areas. For example, they provide young entrepreneurs with legal knowledge on topics such as the choice of legal form, partnership agreements and much more. The start-ups are on the programme for an average of three to four years.
According to René Zeier, some young entrepreneurs have changed course over the years: “The goal doesn’t always have to be going public or dominating the market. Generation Z often wants to see a good idea through and grow healthily. Sustainability is more to the fore, and young business people want to help make the world a better place with appropriate innovations.”
During the programme, intellectual property protection is examined individually on request. IrisGo recognised very quickly that its cup’s closure system had potential for patent protection, explains René Zeier. For other students, the programme focuses on imparting basic knowledge about intellectual property.
