Introduction
Steel City Smart Homes founder, Matt Rosenberger, has long held a passion for technology adoption. Drawing on his experience working alongside robotics startups at the Advanced Robotics for Manufacturing (ARM) Institute, Matt saw firsthand how connected systems transform daily environments. He recognized that smart technology could improve energy efficiency, enhance accessibility for an aging population, and deliver convenience for residential and commercial spaces. Driven by a desire to make automation accessible, Matt founded Steel City Smart Homes to serve as a specialized integration partner across Western Pennsylvania.
Challenge and Goals
When Matt joined the Innovation Forge Startup Accelerator, a program facilitated by Penn State’s Corner Launchbox and Digital Foundry at New Kensington, Steel City Smart Homes was an early concept with an unclear execution strategy. His initial model focused on localized, single-home projects, without a defined strategy for scaling and reaching broader markets.
To build a sustainable business, Matt needed to address two key hurdles: developing a structured business plan with an effective marketing strategy, and finding a clear way to demonstrate the value of complex smart technology to potential clients. He required an environment that could help refine his business model, identify high-growth market opportunities, and develop tangible technical demonstration tools to showcase his integration capabilities.
Outcomes and Results
The Innovation Forge program provided the strategic mentorship and technical support needed to broaden Matt’s perspective. Through market research and business planning exercises, Matt shifted his focus from one-off residential jobs to scalable commercial opportunities. He identified key growth channels, including partnerships with real estate companies, commercial developers, and property managers.
To solve the challenge of demonstrating smart technology, Matt collaborated directly with the Digital Foundry engineering team. Together, they designed and built a portable smart home demo kit. This hands-on demonstration tool allows Matt to showcase connected technology in real time, helping prospective clients visualize and understand the practical benefits of integrated systems.
Impact and Next Steps
Since participating in the accelerator, Steel City Smart Homes has transitioned from a concept into an active business with a clear growth strategy. Matt is leveraging his custom demonstration kit to host educational workshops, including sessions at Westmoreland County Community College, to raise brand awareness and engage potential clients.
Moving forward, Steel City Smart Homes is joining the Custom Electronic Design and Installation Association (CEDIA) to tap into a global network of integration professionals and industry resources. Over the next year, the company will focus on refining its marketing collateral, implementing a centralized CRM system, and securing commercial and residential integration clients across the region.
“Starting a business can feel daunting, like looking through a straw. Working with the Digital Foundry gave me full peripheral vision. The team was supportive in bringing my smart home demo kit to life, helping me shift from a small, local mindset to recognizing scalable commercial opportunities.”
— Matt Rosenberger, Founder of Steel City Smart Homes
