Shortly before the unprecedented economic uncertainty caused by the COVID 19 pandemic, in 2019 Tim Dean took a bold leap. Leaving a stable job of 13 years, he invested all of his savings to launch Connect Anything, a Stoke-on-Trent-based Audio Visual (AV) integration company. Despite needing to tackle the challenges that COVID presented almost immediately in the infant days of the business, Connect Anything didn’t just survive, it thrived. Today, Connect Anything serves clients worldwide, delivering tailored, user-friendly AV solutions. As the founder of stokestartup.co.uk, I’m thrilled to share their journey, offering insights for aspiring entrepreneurs in Stoke-on-Trent and beyond.
Identifying the Gap: The Birth of Connect Anything
Connect Anything began with a sharp observation of the AV industry. Tim Dean spotted a gap in the Audio Visual industry for a company to sit between the direct end user and other IT and large AV Integration businesses. “We saw an opportunity to bridge that gap,” Tim explains, “providing solutions that cater directly to our clients’ needs.”
Starting a business was a daunting step. Tim left a secure role and committed all his savings, a risk amplified by the economic challenges of 2019. “It was a huge risk,” he admits, “but I believed in the potential of Connect Anything.” His vision and courage laid the foundation for a company that quickly scaled to profitability. In its first year, Connect Anything established a solid financial foundation, demonstrating early success despite the challenging economic climate.
Key Learning Takeaway: Identifying a unique market niche and taking calculated risks are essential for launching a successful startup. Aspiring founders should research their industry relentlessly to find unmet needs. It’s for this reason that you often see founders setting up their companies in the industries that they have worked in as an employee already – they’ve already built up a solid foundation of market insights, and connections too. See our guide for more help on how to find your niche.
Early Challenges: Grit and Global Projects
In the early days, Tim was the sole employee, juggling income generation and business growth. This meant long hours and time away from family. “There were days when I questioned if it was worth it,” Tim reflects, “but I knew perseverance was key.”
To secure funds, Tim took on international projects in Bulgaria and Baku within the first six months. These ventures provided critical capital to reinvest in the business, despite the personal toll of extensive travel. The economic uncertainty of the time made cash flow particularly tight, a common hurdle for startups. By the following year, Connect Anything had expanded its operations, reflecting growth in its business activities, even as it navigated the complexities of scaling.
Key Learning Takeaway: Entrepreneurship often demands personal sacrifices and relentless effort. Be prepared for this. Persistence and well thought out strategic decisions, like taking on specific high-value projects, can fuel early growth. Just be absolutely certain on the strategic reasoning behind every decision you make.
Why Stoke-on-Trent: A Local Foundation
Tim’s deep connection to Stoke-on-Trent shaped Connect Anything’s roots. Born and raised in Fenton, he saw the city as the natural home for his business. “Opening a business here felt right,” Tim says. “Stoke-on-Trent has excellent transportation links, like the A50, A500, and M6, which allow us to cover the Midlands and beyond.”
Beyond logistics, Connect Anything supports the local economy by outsourcing their accounting, amongst other internal practises, to local stoke based firm DJH – one of the best in the city, more on that in our ‘Top 3 Stoke-on-Trent Accountants‘ guide. Their partnership with Stoke City Football Club as the official AV partner further underscores their community commitment and local values.
Key Learning Takeaway: Leveraging local networks and infrastructure can provide a competitive edge. Supporting your community equally fosters goodwill and strengthens your business’s reputation.
Building a Reputation: From Subcontractor to Trusted Partner
Initially, Connect Anything worked behind the scenes as a subcontractor for large AV integrators in the South, requiring heavy travel. Their high-quality work began to stand out, leading to direct client relationships. “Our standard of work spoke for itself,” Tim notes. “Slowly, our network of direct clients grew.”
A pivotal milestone was the transformation of Ricardos Bar at Stoke City FC stadium (The BET 365). Connect Anything created a technology-rich environment with a 130” LED wall, 28 Samsung displays, and a custom interface allowing staff to control systems effortlessly (see their full case study here). “What sets us apart is our focus on user-friendly design,” Tim emphasises. This project showcased their ability to deliver impactful, accessible solutions, and with such value being delivered, they’ve never lost a client in all six years of business.
Key Learning Takeaway: Prioritising value delivery and customer satisfaction far outweighs profit chasing, especially in the early days. Building a strong reputation fosters lasting relationships and drives organic growth for startups.
Today: Expansion and Innovation
Over the past year (2024/25), Connect Anything has scaled significantly. They moved from a 1,400 sq ft lockup on Fenton Industrial Estate to a 3,000 sq ft office on Uttoxeter Road, positioning them to create the “AV Showpiece of the Midlands.” “We are working on something truly out of this world,” Tim shares, hinting at his plans for the new premises.
Additionally, the team has grown with the hiring of a specialist programmer, dubbed “the wizard,” and a seasoned salesman, enhancing their capacity for innovation revenue generation. With these recent gains, Connect Anything firmly positions itself as a medium sized business, breaking away from the start-up/SME label. “The next 12 months are going to be special,” Tim adds, teasing upcoming changes. Connect Anything are an exceptional example of a fast-growing start-up. The company has experienced consistent year-on-year revenue growth, achieving its best year yet, a testament to its strategic decisions and market positioning.
Key Learning Takeaway: Strategic hiring, profit reinvesting, and continuous innovation are vital for sustaining growth and staying competitive in a dynamic industry.
Looking Ahead: A Bright Future
Connect Anything’s journey is far from over. With ambitious projects on the horizon, they aim to redefine AV integration in the Midlands and beyond. Their focus on user-centric solutions and local roots will guide their growth, inspiring others in Stoke-on-Trent and Staffordshire to pursue their entrepreneurial dreams.
For aspiring founders, Connect Anything’s story offers clear lessons: find a niche, persevere through challenges, leverage local strengths, deliver exceptional quality, and innovate relentlessly. As Tim Dean and his team continue to shape the AV industry, they stand as a beacon of what’s possible in Stoke-on-Trent.
At Stoke Startup, we’re committed to empowering the next generation of entrepreneurs in our community. Please make full use of our free guides and resources available here, and let’s build a brighter future together.
Ethan Wright
Founder, Stoke Startup
Stoke Startup 
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