Last year at CES, I had the pleasure of breaking out my snark-hammer on 444, a startup that was attempting to create a "smart" pepper spray device. To my surprise, when I stumbled upon the company again this year, it had made tremendous strides in its partnership with Mace, one of the biggest names in the sprayable self-defense sector.
A Partnership Born from Connection and Innovation
444’s agreement with Mace is a preliminary exclusivity agreement for jointly developing and bringing to market a smart pepper spray device that is GPS-enabled and Bluetooth-connected. When deployed, this device sends out the user’s current location to emergency contacts, making it a game-changer in personal safety.
"We were here at CES last year, starting with a rough-looking 3D print and an example PCBA board," said Logan Nash, co-founder of 444. "We made a lot of connections and got some great news coverage from TechCrunch and other reputable outlets. A few months after CES, Mace reached out to us, and we’ve since built a fantastic relationship with them."
A Device that Exemplifies Innovation
The samples 444 showcased at its booth were pre-production models that looked sleek and well-made. The team’s design prioritized aesthetics, resulting in a device that is not only visually appealing but also durable.
"We did an extensive amount of customer discovery to determine exactly what consumers want and need," Nash explained. "One of the things we heard repeatedly was that users desire a device with great looks and high quality. So, we delivered that – a sleek device with great colors and exceptional build quality."
A Novel Approach to Reusability
What sets 444’s pepper spray apart is its replaceable cannister model. Unlike most single-use devices on the market, this one allows users to unscrew the back and replace the canister after deployment. This not only extends the device’s lifespan but also provides users with a premium product that will cost significantly more than the $14-for-two-devices you can purchase on Amazon.
A Price Point Worth Considering
The price tag for 444’s smart pepper spray is likely to be in the $75-100 range. While this may seem steep, consider the device’s value proposition: it provides users with a durable, high-quality product that offers unparalleled personal safety features.
A Message of Encouragement and Accountability
As an analyst who has seen his fair share of startups come and go, I must admit that my initial skepticism was misplaced. 444’s dedication to innovation and its partnership with Mace are a testament to the power of true entrepreneurship.
"I’m wrong at least 20% of the time," I said in a moment of introspection. "But it takes more than a snarky post from an opinionated blogger to discourage entrepreneurs from pursuing their vision."
A Look Ahead for 444
As we move forward, I am eager to see where 444 goes from here. With its innovative approach and partnership with Mace, this startup is poised for greatness.
About the Author
Haje Jan Kamps is a seasoned journalist who has covered general tech news and focused on hardware at TechCrunch. He has founded several companies to varying degrees of success and spent time in the VC world. Haje is passionate about photography and can often be found with a camera slung over his shoulder.
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