Cable raises $4m pre-seed, targets Sydney SMB electricity sales
Sydney energy startup Cable closed $4m in pre-seed funding from UK firm Systemiq Capital and Black Nova VC. Founded mid-2025 by Dominic Reardon, the company targets small and medium businesses with a battery-as-a-service model.
The pitch: Cable installs batteries at customer premises for no upfront cost, uses them to access cheaper off-peak electricity, then bills customers based on usage. The company claims savings up to 40% versus standard commercial electricity plans.
Cable ran a private beta for six months. Public beta is now open for Sydney metro businesses.
The sales motion
This is a classic SMB land-and-expand play. Zero capex removes the main barrier to solar/battery adoption for small businesses. The company owns the hardware, takes on installation risk, and bills monthly.
The sales challenge: convincing business owners to switch energy providers and allow hardware installation. That requires trust, proof of savings, and a fast approval process. No public data on sales team size, conversion rates, or customer count.
Market context
Cable competes with traditional electricity retailers and other battery providers. Differentiator is the no-upfront-cost model and focus on SMBs, a segment typically underserved by commercial solar installers who prefer larger enterprise deals.
Systemiq Capital's first Australian investment signals offshore interest in ANZ climate tech. Black Nova VC is Sydney-based.
Worth noting: Cable (the startup) shares a name with SunCable, the troubled Australia-Singapore solar transmission project backed by Forrest and Cannon-Brookes. Different companies, different business models. SunCable went into voluntary administration in January 2023 before restructuring.
What this means for sales professionals
Pre-seed means early hiring is likely, but no public job listings or team details yet. If they scale, expect SDR and AE roles focused on Sydney SMB outreach: cafes, retail, light industrial.
Comp structure for energy sales typically sits lower than SaaS: expect $80-100k base, $120-150k OTE for mid-market AEs. Commission tied to contract value and installation completion, not just signed deals.