For i2E, helping a startup company gain traction and grow is often a matter of helping the business find the right path.
Sometimes that's as straightforward as working with a founder to fine-tune the business plan. Other times, we hit a dead end and have to backup and start off in an entirely new direction.
Such is the case with ICEdot, a Tulsa-based emergency identification and notification service that is designed to improve emergency care. (“ICE” is the acronym for “in case of emergency.”)
i2E's venture services advisory team has been working with ICEdot (originally named Docvia) for more than five years, practically since the company first started up.
“The technology was widely recognized to be innovative and early, but the markets the company was trying to pursue didn't pan out as well as everyone hoped,” said Chris Zenthoefer, who joined ICEdot as CEO about 18 months ago. “The business has taken a drastic directional change as it became clear there is lots of opportunity in the athletic space.”
Zenthoefer, an avid cyclist and founder of St. Francis Tulsa Tough Ride and Race, a nationally recognized race and three-day cycling festival, knows the market.
“We shifted the company focus, rebranded to ICEdot, and developed solutions for the sports consumer marketplace,” he said. “i2E has been working intensely with us to take the lessons learned and fine tune our operations, seek out capital, and refine what we are doing to make us attractive to future investors.”