The proliferation of mobile devices and the fact that nearly anyone today can be tracked via GPS location data in real time has introduced a new technology paradigm in Personal Emergency Response Systems, more commonly referred to as PERS. Once relegated to large, two-way voice communication boxes activated by emergency pendants inside a home, PERS solutions have become increasingly mobile in recent years.
While most traditional and even mobile PERS solutions are still primarily marketed towards elderly consumers in what has become known as the "age in place" market, some entrepreneurs have opted to take a broader approach by developing "personal security" apps designed to be used by a larger segment of the population. One such startup looking to capitalize on this segment of the PERS market is Guard Llama, which was created by co-founders Joe Parisi and Nick Nevarez in 2015 following the death of Toni Keller, who was one of their classmates at the Northern Illinois University.
Guard Llama combines a smartphone app with a keychain button, enabling users to quickly notify police to their whereabouts during an emergency situation. When someone presses the keychain button twice, a Bluetooth signal is sent to the Guard Llama app, which then alerts the third-party monitoring center used by the company. The user’s GPS location, photo and medical information are sent to the monitoring center and police can subsequently be dispatched once the emergency has been verified. Friends and family members on the user’s contact list can also be notified.
Both Parisi and Nevarez recently appeared on ABC reality show "Shark Tank," where they pitched their product before the panel of celebrity investors and struck a deal New York City real estate mogul Barbara Corcoran. I recently caught up with Parisi following the airing of show to discuss what’s next for the company following its national TV debut.
Griffin: What differentiates your product from other mobile PERS solutions?
Parisi: The technology itself is totally different from a traditional (PERS) solution. We geo-locate your exact location and we have the entire PSAP (public safety answering point) system in the United States mapped out, so we know the appropriate authority to call.
Even if you look at some of the other (solutions) that are a true mobile PERS product, they have their own device you have to carry, it is literally the size of a cellphone, it has to be charged weekly and it has to maintain cell connectivity 24/7. GPS traditionally takes a series of satellites that you have to be connected to, so a device like that would normally have to maintain connectivity to like two or three satellites at a time, and when you activated it, it would take the last satellite connection to hone in on your location. I think our device is the only one that is small, discreet, doesn’t have to be charged, and can be incorporated into anybody’s life – and you don’t need a massive pager that is attached to your hip that everyone notices and that no one under 70 wants to buy.
Griffin: Is your go-to-market strategy strictly direct to consumer or do you plan to partner with any traditional home security dealers?
Parisi: We are already in talks with a lot of security companies and other business-to-business partners. We are looking at different corporations that want to use this to protect their employees – there are a lot of industries where people have to work in potentially dangerous situations, so we already have a couple of different corporate partners who have purchased it for their entire staff.
Griffin: Do you see this as being competitive with traditional PERS solutions for senior adults in the age in place market?
Parisi: As far as I’m concerned, the senior market is highly saturated. I have an entire country of college students who have been ignored, so why bother trying to bang down the door and knock off Life Alert, Alert 1 or someone like that. If a senior wants to buy my product they are more than welcome to, but my go-to-market (strategy) isn’t focused on trying to take market share away from billion-dollar companies.
Griffin: What has the exposure on Shark Tank already done for your sales?
Parisi: They’ve exploded really, they just keep coming in. Every 30 minutes another one or two sales hits and that has maintained. It has been a pretty cool experience.
Griffin: What are your plans moving forward with the company?
Parisi: From here, it’s all about growth and customer acquisition. We’re looking at corporate partners, trying to do something like HSN or QVC and even retail opportunities with Bed, Bath & Beyond with their back to school special or something like that. Shark Tank basically gives you the opportunity to take a broader approach to the market because you have a greater market penetration after it airs.
About the Author:
Joel Griffin is the Editor of SecurityInfoWatch.com and a veteran security journalist. You can reach him at [email protected].
