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ICE Trails is an early stage startup providing an emergency tracking app that enables users to notify friends and families in case of an emergency (ICE). The app utilizes geolocation API, and provides the ability to send alerts to friends and family when a pre-determined geographical location or area is left, or if the user doesn’t check-in within a specified period of time. The founders were looking for market and customer validation, and funding to drive continued product development. We analyzed potential market size, competitive landscape, emerging technologies, and helped define a viable value proposition and business model. Together with the client we developed a roadmap to identify ‘earlyvangelists’ (early adopting customers) and to validate assumptions with a minimal viable product.

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