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)

I've thought a lot about these types of systems and here's my quick summary.

On the surface everyone I've discussed gunshot detection with likes the idea, but I feel the system needs to be 100% accurate for it to call the cavalry without further verification. AND most people in the vicinity will have ears and a cell phone to call 911 with very actionable info.

Just not sure, yet...

Agree
Disagree
Informative
Unhelpful
Funny

No mention of the 1 system manufacturer in this space to carry actual certifications and 0% falses? Would seem pertinent to my (admittedly biased as a dealer) opinion.

Agree
Disagree
Informative
Unhelpful
Funny

Citing their name and your personal experience in deploying it would be more productive than a passive aggressive comment. Look forward to your feedback on it.

Agree
Disagree
Informative
Unhelpful
Funny

Sorry about the tone, John, I spent quite a bit of time on this topic and found the only one I could trust to not BS me about their current state of development was Shooter Detection Systems. I would actually love to read an interview with your no-nonsense questioning of the SDS team. I have been nothing but impressed with all of my dealings. 

bullet points:

-Darpa/Raytheon developed

-nearly 30M hours of operation

-0 false positives or missed shots

-Certified by DHS Safety Act, CPNI and Australian Gov.

-software level integrations with many major surveillance, access and mass notification manufacturers

Agree: 1
Disagree
Informative: 3
Unhelpful
Funny

I also work with SDS - great group of people. 

Agree
Disagree
Informative
Unhelpful
Funny

We have repeatedly tried to set up a call with SDS management to do a post without success. Just fyi, I want members to know we tried.

Agree
Disagree
Informative: 2
Unhelpful
Funny

Can you post any MSRP designs with a topology chart, one line diagram? Bullet points are fine, but I like numbers to match features with quantities and application. No I would not like to talk to a rep. If SDS is performing that well I would like to see a review here on IPVM. Do you have anything else to share or a link to get this type of information? Thanks!

Agree: 1
Disagree
Informative
Unhelpful
Funny
Agree
Disagree
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Funny
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