At Cornwall Slush’D, we’re not just about spotlight moments, we’re here for the long game.
Over the past two years, our pitch competition has given the mic to bold founders building real solutions to real problems. And while the big stage and buzzing crowd are unforgettable, the real magic happens after the pitch.
We caught up with two previous winners, Mike Wright from Output Industries and Rachael Malthouse from JamUp!, to hear how Cornwall Slush’D helped shape their startup journeys.
🏆 Mike Wright – Output Industries (2024 Winner)
What they pitched:
Busroot – a B2B SaaS platform helping manufacturers improve productivity, reduce downtime, and monitor energy use in real time.
Where they are now:
Since winning Slush’D, Output Industries has raised additional funding, brought on new customers, and grown both its team and revenue. According to Mike, the pitch experience was a major turning point:
“The atmosphere was electric – the staging and setup gave the pitches real weight, and it was clear the focus was firmly on the startups.”
It also gave them the space to refine their message and tell their story in a way that landed, even for people outside of their industry.
Oh, and a highlight? A celebratory trip to Slush in Helsinki. Nugget-based taxi fare included.
Q&A
Can you tell us a bit about your startup, what were you building at the time you applied to pitch at Cornwall Slush’D?
We’re Output Industries, the company behind Busroot – an AI-ready manufacturing performance platform.
At the time of applying, we were building exactly what we still are: a B2B SaaS company helping manufacturers improve productivity, reduce downtime, monitor energy use, and make data-driven decisions in real time. Busroot connects to any industrial machine and blends IoT data with manufacturing context to drive performance at every level – from the shop floor to the boardroom.
The company is led by two co-founders, Mike Wright and Tom Baker, and we’re focused on speed, scale, and simplicity in everything we do.
What was it like pitching at Cornwall Slush’D? How did the event atmosphere and audience feel?
I went in with zero expectations, but the experience completely surpassed anything I could have imagined. The atmosphere was electric – the staging and setup gave the pitches real weight, and it was clear the focus was firmly on the startups.
In the lead-up, it gave me the space to refine our story and land the message in a way that was clear and accessible – even for people outside of the manufacturing world. The audience and the Slush’D team were incredibly supportive and encouraging. It felt like everyone genuinely wanted you to do well.
How has your startup changed or grown since pitching at Cornwall Slush’D?
Since Slush’D, we’ve raised additional funding, brought on more customers, and grown both our revenue and team. We’ve gained a lot more confidence in what we’re building – and more importantly, why we’re building it. We now have a clear plan for growth and a sharper focus on where we’re heading as a business.
Anything else you’d like to share about your experience, or what Slush’D meant to you?
We’ll never forget our night out with Niki in Helsinki – it’s cemented in the history of our business. Who knew you could pay for a taxi with 9 chicken nuggets? It’s moments like that which remind us that building a startup is serious work, but it’s meant to be enjoyed too. Slush’D gave us that rare mix of momentum and memory.
🏆 Rachael Malthouse – JamUp! (2023 Winner)
What they pitched:
An idea. A wireframe. And a personal mission to help children with additional needs build daily routines with digital support.
Where they are now:
JamUp! is now a fully launched platform with ORCHA and DTAC approval, £200K+ raised, and both B2B and B2C traction. It’s live on the app stores and gaining national recognition.
But more than that, Rachael credits Cornwall Slush’D with something bigger:
“It gave me belief. Being a founder can be lonely, and pitching at Cornwall Slush’D made me feel seen, heard, and genuinely supported.”
She’s since stayed active in the Tech Cornwall and Canopy Community networks, gaining mentorship, support, and new opportunities to pitch.
Q&A
Can you tell us a bit about your startup, what were you building at the time you applied to pitch at Cornwall Slush’D?
When I pitched at Cornwall Slush’D, I had just an idea and a wireframe prototype. The solution to a challenge came directly from my lived experience as a parent to a child with additional needs. Fast forward nearly two years, and Jam Up! has evolved into a fully launched digital platform that supports children and young people with additional needs, including autism, in completing everyday tasks like getting dressed and cleaning their teeth.
We’ve since gained both ORCHA and DTAC regulatory approval, were runners-up in the Essex Care Tech Challenge, and winners of the University of Birmingham Neurological Technologies competition. We’ve secured over £200K in funding, grown our team, and launched Jam Up! on the app stores and as an employee benefit product, gaining both B2B and B2C customers. It’s been a huge journey since that first pitch!
What was it like pitching at Cornwall Slush’D? How did the event atmosphere and audience feel?
The energy in the room was incredible, especially from the amazing Tech Cornwall team, who created such a vibrant and welcoming atmosphere. Although it was a competition, there was a real sense of community and shared ambition. The audience was genuinely engaged, and it was clear that people cared deeply about the human stories behind the startups.
If you’re planning to pitch, I’d recommend watching videos of past events beforehand. If you’re not used to pitching, standing on stage with a timer counting down in front of you can be a bit terrifying, but it’s great to get pushed outside your comfort zone!
How have you stayed connected to the Slush’D or Tech Cornwall community?
We’ve kept in touch with many of the amazing people we met at the event and have been lucky to receive continued support from Tech Cornwall. They’ve given us the chance to showcase Jam Up! at other events via start-up stands, and offered brilliant marketing support on a couple of occasions.
Through the Canopy community, we’ve also accessed expert mentorship, had more opportunities to pitch, and received valuable advice — one piece of which led us to create a new video series featuring healthcare professionals explaining their role in supporting children with SEND.
What impact did Cornwall Slush’D have on your journey as a founder?
It gave me belief. Being a founder can be lonely, and pitching at Cornwall Slush’D made me feel seen, heard, and genuinely supported. I believed in my idea, but wasn’t entirely sure how others would respond, the experience showed me that people do care about the challenges families like mine face.
It also connected me with other amazing founders (many of whom I’m still in touch with), helped me secure a place on a SETsquared course, and gave me the clarity and confidence to sharpen my vision. It was a milestone moment that helped propel Jam Up! to the next level. I will always be grateful for that opportunity!
So, what does Cornwall Slush’D actually offer founders?
✔️ A platform to share your vision
✔️ A community that wants you to succeed
✔️ Connections that stick
✔️ And the kind of clarity and confidence that can power your next move
For Mike and Rachael, the pitch comp was a milestone. For this year’s startups, it could be the moment that sets everything else in motion.
Tickets to Cornwall Slush’D 2025 are on sale now. Come see what the next wave of bold founders are building.
👉 Grab yours at startupcornwall.co.uk
