Start Up Safe Zone $150 Gunfire Detector Profile

By Dan Gelinas, Published Mar 06, 2019, 11:16am EST

While gunfire detectors have been around for years, typically they are limited to enterprise level or municipal deployments. Startup AVidea, makers of the Safe Zone Gunfire Detection System is selling their detector at a consumer price point - $149.99.

We noticed this when The Wall Street Journal covered the Safe Zone detector after its appearance at CES 2019 and included it in its "Craziest and Coolest New Technologies That Might Even Matter" List.

The company's President Mike Anderson [link no longer available] spoke with IPVM to examine more details.

Inside this note, we examine:

  • Company's background
  • Funding
  • Revenue & Growth
  • Product overview
  • Primary vertical
  • Go-To market strategy
  • Competitive comparison
  • Outlook
  • And concerns about qualification and performance

AVidea **********

*******-***** ****** *** ******* in **** ********** ** school *********. *** ******* is ********* **** *** says **** **** * employees. *** ****** ********* team ******** ********* **** Anderson, *** *** **** ***** [link ** ****** *********]. Lally ******* ******* *** ***** ****, * ******* **** manufacturers structural ********* *** ******** sensing ******* *** *********, in ****. ** *** that ******* *** ** years. *** ** *****, he **** *** ** the ***** ** ********* for*** ************. ************ ***** ** a ************ ** ******* to ******* ******** ********** pressure *** **** ******** to ******* ********* *** ***** sensors.

******** **** *** ********* of ********* **** ******* to ***** *** *&*, with ****** ********** **** fulfilling *********** ********* ** times.

*** ******* **** ** save ***** ** ********* response **** ******* **** delivery ** *********** *********, as ***** ** *** following ********* ***** **** the*******'* ******* *******:

** *** ********* ** 2019, ***** ** **** one ***** ******* *** detector ** ******* ******* scenarios.

*******

************ ** $* ******* in **** ********** ** *****-****************, ***** **** ******** in *** ********* ****/******* and ****-****** *********** ********* like****** *************************** *** ********** *********, ************.

*******

**** **** ***** ** 2 ********* ******* **** 2 ********* ***** ******. The ****-***** **** ***** costs $***.** *** ************ wirelessly *** ** ********* for ***** ** *-*****. There ** **** * $199.99 *** *****. 

********* ** ********, **** per ******** **** ** all ********* **** ** pay, *** ***** ** a ********* $** ****** monitoring ***:

***** *** *** ********. The **** ******* **** creates **’* *** **** to **** ***********—****’* $***.**. Then *****’* * *** version **** ** $***.**. That’s **. ***** ** no ***** ******** *********.

***** *** ******* **** other ********* ***** ********* run **** ** ******** of ********* ** ******* per **********.

Revenue & ******

*** ******* **** **** late ******** **** *** their ***** **** *** shipping, ** ***** *** no ******* ** ****** yet, *** ** *** orders *** **** "********* expectations," *** **** **** typical *********** ***** ******* were ~*** *******:

**’** ** **** $** million, *** ***** $*** million.

***** **** *** ******* round **** ** **** to **** ******* ****** initiatives, ********* ********* ***********, they ***:

*** ******* ******** ********** and *************.  ** ****** can’t ** **** **** detail. ** **** * few ***** ******** ** our *******.  **** *** fully ********* *** **’** just ******* ** *** the ******* ******** ***** stabilized ****** ** ***** introducing ********** ********.

*** ******* **** **** likely ** ****** ** 2019 ** ****, *** company ****, ******** ** several ***** ** **** ramp ** ***** *********:

**’** ********* ****** *******. Sales **** **** ********* our ************. ** **** sales, ******** *******, *** order ***********. 

Safe **** ******* ********

*** **** **** ******** works ** *** *** deployed ********* ********* ***** and ****** ***** **** up ** *** ***** and ********** *******-********-***** ******** that ******** ****** *** continued ** ******* **** time *** *******. **** detection ** *******, *** system **** **** ** alert ** *** **** Zone *** **** ******* the ********, *** ****** of ***** *** **** of ******* ********** **** percentage ******** *** ******** like *******, *** **** listed ** **** ** the ***** ** *** right:

*** ****** **** ************* reports *** ******* ******** to *** *********** *** call ******. ********* **** is **** ********* *****-**-***********, *****, ********* ********* *********** ******** procedures *** *** **** centers.

*** ******** **** **** the ****** *** ******* by **-*****, *** ******* said:

*** **** ***** *** we *** *** *** software.  ** **** ******* patents ** *** ******, the ************ *** *** underlying ********.

************* ** ******* ** a *********-***** **********:

** **** * ******** manufacturer **** ** ********* certified. **’* ****** *** to **** ****.

Primary ********

*** ******* ***** **** while ******* *** ********* the *******-******** ****** **** the **** *********, **** are *** ******** ***** most ******-******* ****** *****:

** *** ** ****** shooting ****, ******* *** all *** ********* ******* it ******** ********. **’* visceral. *** ***** *** twice ** **** ****** shooter ****** ** ********** venues—retail, ****** *********.

*******, **** **** **** access ******* *** ****** doors ** *** **** active ******** ***, *** do *********** ********** ******** for ******, ******** ********* ******** time. ** **** **** has ******** ********* ********* from ********* *********:

*** ***** ** ********* take ***** ** * place ***** ***** ** access *******. * ****** door *****’* **** ** active ******* *** ** fact, *** ****** ****** with ***** **********. ** we’re ******** ** *** a *** **** ******** from ********** ***********.

Go-To ****** ********

**** **** ******* ********* will **** ** *** market ********* ******* ************, but **** ***** *** also *** ************* **** have *********:

** **** ** ******* through ************. ** **** a ****** *** ************* with **** ***** ******** accounts **** **’** ***** NDA ****. ****’** *********** customers, *********.

******* ************ ************ *************** ******&* *****. * **** ****** at ******** ******* ** hits *** *** *******, but * **** ** Stampede ******** **** ** carry **** ****. 

****** **** ** *** finalizing ***** ************ **** were *** ***** ** mention, *** **** *** company *** ******** ** array ** *********:

**** ************ ******** **** be ********* ** **** are ***** ** ****** themselves.  ******* ** ** say, ** **** **** multiple ************ **** *** primarily ******* ** ********* vertical ********.

Competitive ********

**** **** ** **** expensive **** ** ******* for * ******* ********* system, *** *** ****** claim ** ******* ******* to *** **** ******* more *******—"****** *******," ********* to *** *****. 

************, **** **** ******** detectors ******* ******** ** the **** **** ******** "location ********":

***** ******** ********* ****** us ** ******* ******** accuracy *** ************** ********.

*** ******* ****** *** fact **** **** **** less ***** **** ********* in * ******** *** the **** **** ***** are **** ********* ***** better ******** ******** ** the *******.

**** ****** ****** **** claims ***** ** *** not ****** **** ******.

*******, ***** ********* ******* make ******* *** **** faster ****** ** **** in *** *********** ***** (from********, **************, ************):

****, **** **** ** an ******-**** ****** (** opposed ** ***********, ***** is ** *******, *********-***** solution) *** ** ** its ******, ** **** not ***** ******* ***** a ******* ** ******* inside *** *** ******* opened ****, ***** ****** applicability.

** ** ****** **** this—or ***—******* ********* ****** will **** ** ** used **** ***** ************, like *** *** ********* ** ********* ** **** **** Company *******, ** ***** ** be ** ******* *******. Gun ********* ** * technology **** *** ******* ***** ** ******** IPVM ***********.

Qualifications *** *********** ********

*** *********** **** (** lack *******) *** *** company **** ***** ********* about *** ***********. ***** it ** **** ** impress ** ********* ****** like ***, ********** ********* gunshots ** *********, ********** given *** *********** ** the ***** ***** ** the **** ***** *********.

*** *******, ***** *** is **** ******** [**** no ****** *********], *** has ******* **********, ** *** the *****, ****** ******'* CEO ******** *** ** us:

**** ** ** ***, and ***, ** ** young *** *** ********. However, ** ********* **** school ** **, ***** he *** *** ** manager *** *** ****** school. ** ******* ********** Engineering ** *** ********** Texas ****** ******. ** has * ***** *******, and ***** **** **** products **** ** *** designed *** *********. ** was *** ****** ********* for ***, *** ***** automation ****** **** ******* end ***** ** **** scenes (* ******* **** was ****** ** ******* 4, ******** *** ******). He ** ********* ** his **** (* ******** experience ** *********) *** leads *** ********* *** national ********* ************* *********.

******* **** ***** ** don’t. *’* *** ********** further.

** ***** *** **** any ********* ******* *** applications *** ****** ***** searches *** *** ****** name "**** ********" *** not ******** ** *********.

********, ******** **** ******** 3 ***** ****** *********, the ****** *** ***, the *** **** ***** and ** *** ****:

** ** ********* ******** that **** *** ******* a ************ ** **** accuracy *** ***** ***** with **** ******* ****, though ********** ***** ** prudent.

*******

** *******, ******* ********* systems **** *** ************ results. *********** *** **** ** **********, Delaware ***** **** $***,*** *** 18 ******* ********* ******* (~$14,000/detector) *** *** ****** failed ** ** **** it *** ******** **. Wilmington's****** ******** / ************'* ******* **** ****** at * ***** ** 500 ****, ***** ******** them ******* **** ** entire ****. *** **** ** San ***** ****** $***,***/**** for ***** ********* *********** system ***** *************** **** ***** **% of *** ****.

****** ****** ********** ****** some ********* *********** **** founding *** ******* **** (Anderson [**** ** ****** available]) *** ***** *********** companies (***** [**** ** longer *********]), ** ** questionable ******* ** *** they **** *** ******** experience ** **** **** to ** **********.

************, ***** *** ****** will *** ***** ******* until * ****** ****** a ****** **** *** starts ******, *** ******'* real ******** **** ** gauged **** **** ***** are ***** *** ***** are *********** ****. ** will ** ********* ** that ********* ** ******* how **** ***** ** could **** **** ******* the ******* ********* ****** in *****.

Comments (8)

*'** ******* * *** about ***** ***** ** systems *** ****'* ** quick *******.

** *** ******* ******** *'** discussed ******* ********* **** ***** the ****, *** * **** *** ****** ***** to be ***% ******** *** it ** **** *** cavalry ******* ******* ************. AND **** ****** ** the ******** **** **** ears *** * **** phone ** **** *** with **** ********** ****.

**** *** ****, ***...

** ******* ** *** 1 ****** ************ ** this ***** ** ***** actual ************** *** *% falses? ***** **** ********* to ** (********** ****** as * ******) *******.

****** ***** **** *** your ******** ********** ** deploying ** ***** ** more ********** **** * passive ********** *******. **** forward ** **** ******** on **.

***** ***** *** ****, John, * ***** ***** a *** ** **** on **** ***** *** found *** **** *** I ***** ***** ** not ** ** ***** their ******* ***** ** development *** ******* ********* Systems. * ***** ******** love ** **** ** interview **** **** **-******** questioning ** *** *** team. * **** **** nothing *** ********* **** all ** ** ********. 

****** ******:

-*****/******** *********

-****** *** ***** ** operation

-* ***** ********* ** missed *****

-********* ** *** ****** Act, **** *** ********** Gov.

-******** ***** ************ **** many ***** ************, ****** and **** ************ *************

* **** **** **** SDS - ***** ***** of ******. 

** **** ********** ***** to *** ** * call **** *** ********** to ** * **** without *******. **** ***, I **** ******* ** know ** *****.

*** *** **** *** MSRP ******* **** * topology *****, *** **** diagram? ****** ****** *** fine, *** * **** numbers ** ***** ******** with ********** *** ***********. No * ***** *** like ** **** ** a ***. ** *** is ********** **** **** I ***** **** ** see * ****** **** on ****. ** *** have ******** **** ** share ** * **** to *** **** **** of ***********? ******!

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