B.R.A.K.E.R.S. (Broadcasting to Radios Ahead Keeps Emergency Responders Safe).
When we started out five years ago we had a dream to solve the issue of motorists’ not being able to hear the siren of an emergency vehicle from inside the car with the windows up. The first solution we developed and attempted to bring to market was a hardware solution. This required a piece in the emergency vehicle and a piece in the motorist vehicle.
We spent 3 1/2 years trying to get in front of the right people at the Automotive Makers and finally I met one of the top executives from the Ford Motor Company. He was kind enough to hear me out and after a few minutes he explained to me, in a way I could understand, the flaw in my business design. That flaw being that he couldn’t charge the public for something they were not asking for. Simply put he would have to take it out of profit and that would not go over well with the shareholders at Ford.
It took me all of a couple of months to come away from that meeting and come up with another way to solve the problem where we could offer the solution to motorists at no charge including through the Automotive makers.
We designed a product that was primarily software based and still the result was the same, the driver could be informed from inside their car that emergency vehicles were approaching.
Now that this product had been redesigned and was marketed under the name B.R.A.K.E.R.S. it didn’t seem quite right any more for several reasons;
- The product is for more than just first responders, without the public adopting the software (even if it is free) the end result would not be worthwhile to the response agencies to adopt themselves.
- Unless we spent time educating everyone from all sides what B.R.A.K.E.R.S. meant, no one would know.
- When people would go onto the app store to download the software they would be redirected to games that had (Breakers) in the title and would have a hard time to find B.R.A.K.E.R.S.
So we decided to change the name to MiSyren, not only is it easier to find in the app store, but also we feel it is more intuitive regarding its purpose.
One other thing that pivoting the technology has allowed us to do is expand the possibilities that the product can offer regarding the notices drivers may want to hear such as; dispatch centres, amber alerts, construction zones and even severe weather just to name a few.
Our hope is that you will see our vision for MiSyren and will download the app from your favourite app store and in turn make the job of first responders easier to accomplish. In a small way you too will be in the business of saving lives.