In this member spotlight published in March 2023, the Whitewater University Innovation Center featured Jake Marshall, Sales Manager, iButtonLink, LLC and Rob Olson, CEO, iButtonLink, LLC.
What does the company do?
From commercial products to custom solutions, iButtonLink designs, manufactures, and distributes real-time sensors and data loggers for a wide variety of applications. Jake explains, “We are a full-service sensor solution provider. Unlike other companies in our industry, we design and manufacture our products but also assist customers with deployment planning, calibration and any other ancillary needs they may have.”
The iButtonLink team has helped countless customers collect the data they need to make decisions. With a wide range of products and application experience, they are ready to help make your measurement collection process as easy as possible.
Who do you serve?
iButtonLink’s customers and collaborators range from small businesses to Fortune 500 companies. Much of their business involves custom solutions that you will never see on their website. Jake took us through some of the applications that iButtonLink works on regularly, “iButtonLink builds tools for folks to monitor and collect data in a variety of environments. Everything from skin temperatures for medical research to temperature/humidity insights on the international space station.”
In 2021, iButtonLink’s SeriousSensors™ line of data loggers returned from their first successful mission aboard the International Space Station (ISS). The new, custom data loggers monitored biological experiments supported by Rhodium Scientific and the Defense Threat Reduction Agency, part of the Department of Defense (read more). “As it turns out, our latest batch of loggers are headed to the ISS the day this article is released.” said Jake.
Other notable projects from iButtonLink include a collaboration with IBM on their data center monitoring infrastructure, assisting Texas Instruments with manufacturing facility insights and custom solutions for professional athletes and military personnel.
How did the company get started?
In the early days, William Farmer started what became iButtonLink as a hobby project. In 2003, the hobby project was rebranded as iButtonLink. The “link” referring to their flagship 1-Wire Adapters, the “LinkUSB Family” and “iButton” stemmed from the Maxim iButtons® they distributed for Maxim Integrated.
In 2005, Rob Olson became a co-partner helping manage the business. In 2008, iButtonLink began working with IBM. In 2012, Rob became the sole CEO and President.
Over time, iButtonLink expanded from iButtons into real-time sensors for temperature, humidity, pressure, and corrosion. Most recently, they became a distributor of their own line of data loggers, which is branded under the name SeriousSensors™.
Or why did you choose to work for a startup? What is your favorite thing about your job and/or the company?
According to Jake, there are three reasons he likes working for iButtonLink, “Firstly, I enjoy working for a company small enough that I can make a big impact, Secondly, doing a lot of different things each day keeps things interesting.” Today he worked on production planning, customer discovery and application consulting, and now this interview. “Lastly, the team is great, and we have thoughtful clients. That combination makes any job much more rewarding.”
When did you join the Whitewater University Innovation Center?
In 2014, iButtonLink joined the Whitewater University Innovation Center. Their space spans a large section of the first floor. iButtonLink has a mutually beneficial research and development collaboration with the University of Wisconsin – Whitewater focused on designing new sensor solutions.
Why do you work out of an incubator? And more importantly, why the Whitewater University Innovation Center?
Jake shares, “There is a lot of benefit in being around people who are trying to solve interesting problems. Everyone is building something. Being in a place where people are being creative and building things is much more exciting than a traditional space.”
He also shares that it has been beneficial to connect with those who are intertwined with the business scene as well as the University of Wisconsin – Whitewater. Many of the iButtonLink employees are UW-Whitewater graduates, including Jake who graduated in 2017. As Jake states, “the consistent supply of smart kids has been a huge benefit to the business.”
Have you collaborated or partnered with other clients at the Innovation Center?
iButtonLink has worked with a variety of businesses throughout the center and they are always open to collaborating. Some relationships are public, while others are confidential. As an example, iButtonLink teamed up with Thermodata to build different loggers and distribute those products.
iButtonLink also works closely with several UW-Whitewater professors who they say have made a tremendous impact on their success.
Marketing professor John DeGraff has worked with iButtonLink for years on marketing and business development. Jake shares, “Working with John has been fantastic. I met John as an undergrad in his intro marketing course. Since that time, he has not only become an invaluable mentor to me and the company, but a great friend.”
“We are also very appreciative of the advice of Dr. Joshua Knapp, a professor of Management at University of Wisconsin-Whitewater, for advice on human resource related questions and planning.”
What was your company's latest and greatest achievement?
iButtonLink’s latest and greatest achievement is the creation of SeriousSensors™ products including the ExactLog™ line of data loggers and data logger management software. iButtonLink has gone from being a distributor of the iButton to the designer, manufacturer, and distributor of the ExactLog™ which is already in use by several government agencies and companies around the world.
What is your favorite Innovation Center memory?
“Building out a manufacturing center in an Innovation Center was a challenging and exciting process.” Throughout the build, iButtonLink was “accommodated through the roof to make it happen,” explains Jake. “We have venting, air pressure control, and everything else they need to build our products right here in Wisconsin.”