June 20, 2024 • 48 mins
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Owning a business is a challenge. Knowing how to keep innovating in your business is an even bigger one. Join restaurant owner, motivational speaker, and innovation expert Sara Frasca each week as she guides fellow business owners in taking the next step to level up their business. If you've ever pondered hiring a business coach but want a sample first, come along for the adventure!
Sara Frasca is the founder and owner of Trasca & Co Eatery in Ponte Vedra Beach, Florida, an experienced and engaging motivational speaker, and the CEO of global business coaching firm Point NorthEast.
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Episode Transcript
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Unknown (00:00):
You're listening to level up your business, the
podcast where we talk tohardworking business owners and
leaders and help them solve realissues in real time. I'm your
host, Sarah Frasca restaurantowner, keynote speaker and
business coach. I've spent mycareer not only in corporate
(00:20):
America, but also as anentrepreneur, carrying on my
family's legacy through myrestaurant. Now a business coach
and consultant, I'm helpingother businesses to use creative
problem solving and innovativethinking to drive lasting
change. Stay tuned to hear someinspiring guidance that will
(00:40):
help you to level up yourbusiness. There was actually
yesterday's. Okay? Yeah. Well,hi, Christy, and welcome to the
level up your business podcast.
Thank you for having me, I'mreally excited to be here. Thank
you for being on with us. And,you know, it's really been fun
to get to know you. And to getto know your business. I think
you are such a visionary andhave used kind of technology and
(01:03):
your creative problem solving tobuild a business. And we'll get
into that in just a little bit.
But it was really fun to beconnected to you. So thanks
again for sharing your passion,your energy, and I'm excited for
you to tell our listeners whatthe heck you do. Yeah, now me
too. I'm thrilled to be here.
Thanks for inviting me. Yes,great. Well, as we always do, we
(01:24):
kind of start a little bit withwhat is your business? What did
you build? And how did you doit? So a little bit of a
combination of your past? Andtell us what your business is
all about? And so that's just asmall question, right?
Tell me everything. And one cardactually could take the whole
(01:46):
hour. So you just Hello. Allright, I will jump to the short
of it. I am the CEO and founderof a company called Road proof.
What road proof does is that wehave official relationships with
the Department of Transportationand other camera providers. And
we archive and index the trafficcameras across the United
(02:10):
States. And we do thatoriginally, actually it started
out is that I also am the CEOand founder of an internet
marketing agency, and Ispecialize and service
businesses. And due to mybackground, I have mostly
personal injury clients. Sopersonal injury firms. And, you
(02:30):
know, traffic camera video isnotoriously hard to get a hold
of, and having that kind ofevidence can really make the
difference to clients, injuredpeople. And so I found a hole in
the market. And my team wascreative and hardworking, and we
filled that role. So that'sbasically the problem that we
(02:52):
solved. And so a lot of ourclients on road proof, our
personal injury firms, but wealso work with Rideshare, and
insurance companies, andbasically any professional
business is a b2b businessplatform. That's literally for
video evidence of car accidentcases. That's great. And how
(03:14):
many of the 50 states are you inat this point? I'm at 22. We
have over 23,000 cameras. And onour platform, we have 16,000
virtual weather stations aswell. So we're also bringing in
weather. It's it's definitelygrowing from an idea to a
(03:34):
reality it has grown veryrapidly. It's great. Yeah. And I
mean, I think again, my mycomment of just how innovative
you've been, you saw an issue.
Yeah. And you built the solutionto solve that problem. And I
just, I commend you, because Ithink it's a big deal. Yeah, and
I can say that, right? When youlook back on it, you're like,
(03:58):
Wow, big issue, big solution.
But with anybody who's kind ofgot that entrepreneur mindset,
you see, and you see a problemwith one client or one business
and you think is this commonwith more of my clients? And you
think, yeah, this is, and so youcreate the solution, very small,
(04:18):
and then scale out. So it's justthat
you look at the big picture, youthink, how does somebody ever
create such a big thing, andit's just really just solving
one small problem. So but it wasI was really surprised when we
got into this, that there wasn'ta solution already in place. But
the more you know, research andexperience and just really
(04:43):
digging into the industry, I'verealized a lot of the answers of
why there wasa solution to that problem yet.
I mean, we've got an overtaxedinfrastructure. It takes a lot
of commitment. There's it's justreally an interesting issue. So
I was kind of surprisedSir, I went hunting and couldn't
find an answer. You know, it's,it's, again, it's one of those
(05:03):
topics that it seemsoverwhelming like how on earth,
we go out and canvass thecountry and get access to the
camera that's on the, you know,highway or the intersection.
So will you talk a little bitabout just kind of the process
of working with the governmentalagencies? And I mean, was it, I
(05:26):
can imagine it being kind ofdifficult. And,
you know, I mean, when it comesto getting footage,
the traditional way is you makea FOIA request, which is a
Freedom of Information Act, andyou go, and you submit that to
your government agency, the DOD,whoever's in charge of those
cameras. And most of the time,what law firms were quickly
(05:49):
finding out is that they weren'thaving very much success. So
this whole process of doing aFOIA request, and then you wait,
and you wait, you don't know ifyou actually have footage, or if
there's even a camera there oranything else. And the reason
why that is, is because thedepartment's of transportation
are very taxed to like I said,and most of them don't even
(06:09):
record the video, for a lot ofreasons, one of which is expense
in the infrastructure would takethe manpower it would take and
things like that the states thatdo record, don't keep that
recording for long, some of themare a week, some of them for a
couple of weeks. And so that's areally short window to try to
try to grab that.
(06:31):
And the reason again, is, istime and money. It's we're
talking about petabytes of data,so massive amounts of servers
and storage space. And like Isaid, infrastructure, so it made
a lot of sense of why therewasn't a solution in place. And
again, when you asked about whyor how it is working with
(06:51):
departments of transportationsand different entities that are
camera providers, it's how youwould think it would be it's a,
it's a lot of overworked peoplejust working as hard as they can
doing the best they can. verycooperative. So we definitely
had a lot of so they werefilling a need that they also
(07:12):
needed was in place. Sure. Andso that really made a big
difference. We've also been ableto work with
police departments, we'reopening up our platform to like
the homicide automobile homicidedepartment. So we're given we're
a resource to those thoseentities that they need without
(07:35):
asking for additional budgetwithout asking for,
you know, more manpower in theirbuilding. So it's been really,
really rewarding in a surprisingway.
Can you give me kind of like,what, what is the most typical
request? Like, what is the,like, kind of usage of your
(08:00):
technology materials? Yeah. Soregardless, if it's a personal
injury, if it's an entity, it'san insurance company doesn't
matter. They say, Okay, I havean accident, do you have video,
and what we need to do to lookfor that is we need the time of
the accident, the date of thelook of the accident and the
location of the accident. That'sit. So we're not asking for any
(08:21):
personal identifyinginformation. Most of these
cameras, I would say, actually,let me restate that all of the
cameras that are on the roads,these days that have video
available, none of them have aresolution that's good enough to
capture faces, or license platesare anything that's universal
identifying information, you canmake out making models of
(08:41):
vehicles, things like that, butnot anything else. So in order
for our clients, or the peoplewho are using our system, the
businesses that are using oursystem, we just need to know
time, date and location of theaccident. And then we can query
our system and find videoevidence either of the actual
incident itself or aftermathfootage. Because these cameras
(09:04):
are actually on a 360 degreerotation and they can zoom in.
And so if they don't catch thecrash itself, or the the
incident on the highway itself,they'll turn and look at the
incident. And so then you getlike the layout of the aftermath
where the vehicles are sittingand things like that. And
anybody who's in personal injuryor in any of that kind of side
(09:26):
of of the industry over thereknows how much money and time
and energy they spend trying tofigure out what happened because
even people who the accidenthappened to it happened to them.
So they are just witnesses andreally unreliable because they
don't actually know whathappened there there. It
happened. Like they didn't get agood view witnesses can be
(09:48):
unreliable. So I spend a lot oftime and money on accident scene
reconstruction, andinvestigators to try to figure
out what happened who's at faultand
In a lot of cases, how can wemake sure this doesn't happen
again? And so having thataftermath footage, you know,
half an hour, the video ofitself, you just know what
(10:09):
happened. It's right there infront of you. So, so typical
people are just businesseslooking to figure out what
happened in a car accident.
Okay? And is it only highwaysthat the cameras are located?
Mostly, it is interstates andhighways, as we've been working
with the largerD O T's and getting this big
(10:30):
entities, those camera coverage,we are breaking down into the
smaller areas, moreintersections and things like
that. It's just a massiveundertaking. And so we kind of
went with the big systems first.
But there's a lot more systemsout there. And a lot of our
(10:52):
clients to our personal injuryclients will say, Hey, I'm in
this area. And I know exactlywhere these cameras who manages
them and what entity who you canspeak to there. And so they are
advocates for us a lot of timesor they're working within the
government agencies themselves,and they're saying, hey, let's,
let's get our cameras onto thisplatform so that we can leverage
(11:15):
the system as well. So it's,it's been a very interesting
approach, because our clientsare very proactive because they
want this to. So how did theyleverage it? Is it like a
monthly retainer, and they haveaccess to as many as they want?
Or is it like each file eachvideo is a certain price? How
(11:36):
have you priced it? Um, well, itkind of depends on the usage. So
enterprise level versus like asmall,
you know, boutique law firm,they'll have we have different,
you know, ways that you canapproach the system and get on
the system. Um, you can eithersubmit your case, in a do a
(11:56):
search query, which we just havea one time fee for a law firm or
cost $47. You put in this, likethe details I told you about the
time the data location,you can submit the police report
if you want to, but just give ussome details. There's an
interactive map when you put inthe location, so you can make
sure your pins in the rightspot. And that interactive map
also shows what cameras areclose by. So you can you don't
(12:20):
have to blindly submit thatsearch, you could say you know
what this is close to a camera,I want to I want to do that. And
then our team of experts scoursour system, finds all the
videos, aftermath, all of thatwe bundle it all up, and then we
push it back to the law firm.
And typically, when we do that,we charge $297 for a video
(12:40):
package. So it's, it's very,very affordable. I mean, we just
wanted to make it available toas many law firms as we could.
And then we also have theability, depending on your usage
to get into the system andsearch yourself
to different ways of doing it.
So it's it really just dependson how, how people want to use
it. Yeah. And it's great. Imean, I think it's, again, just
(13:04):
a really brilliantway for people to gain access to
something that again, seemsunwieldy, or just, you know,
overwhelmingly complicated. Tellme a little bit about your
business. So you built the teamwith a group, if I remember
correctly from Yeah,conversation. Yeah. Yeah. The
(13:25):
evolution of your of your team?
Well, that's yeah, that's kindof interesting. So I started
out, I've been actually doinginternet marketing, sort of as a
research analyst, like 20 yearsago, I say that it used to feel
like, I don't like that numberkeeps creeping up, but 20 years
ago, so as a research analyst,and internet marketing is
(13:46):
studying search enginealgorithms, right. And so I was
very much on the cutting edgewatching everything that
everyone did Google, all thatstuff. And my job was to
interpret what happened and thenexplain how businesses could
make money with these changes onthe internet. And so of course,
being on the kind of the cuttingedge of that, who were some of
(14:08):
my favorite listeners, readers,personal injury, associate, you
know, marketing associations. Sothat's how I
got connected to the personalinjury. And I also was had the
privilege to work with somereally talented people in
online, really talenteddevelopers, really talented.
(14:29):
Teams, things like that, becauseI was always looking for the
best to interview to say, Okay,look what you're doing. You're
better than everyone else. Tellme how you're making money. Tell
me how you're doing that. And soI have this really great
network of people who were thebest and then we work together
on stuff. Well, I launched mymarketing agency about four
years ago. And I kind of said,Hey, does anybody want to do
(14:53):
this with me? And I was veryhumbled by the quality of the
people who were like, Yeah, Ido. I do. And so
We launched my marketing agency,and we were just loving life and
doing our thing. But we wantedto build something, not just the
marketing agency that, you know,has my name on, it's Christie
Jane. But we wanted to dosomething, you know, it's kind
(15:14):
of like three, my two core teammembers, partners, you know,
they were like, Let's dosomething, let's build something
together. It's like, okay, sowe, you know, all dreamy eyed
everything? Sure, let's justmake a business, you know. And
so we started a company calledknw labs. So and my two partners
(15:34):
are Matt and Wes. And I'mChristy. So very creative,
right?
Right off the bat, we were justlike we but we didn't know what
we wanted to do. We just knew wewanted to work together and work
together on something that weowned, and that we could just
kind of make it like a side gigand something that, you know,
because we're very creative,talented people, we can do this,
(15:54):
my team is a brilliant, so I'mlike, Okay, I five, three weeks
later, this Opportunity landedon my desk or this idea. And I
was like, Oh, hey, you guys, doyou want to build this? And, you
know, Matt is our wizarddeveloper. And he's like, I can
build this. And you know, Wesdoes branding and graphics and
all of that stuff. And he'slike, I can design it and brand
it. And I was like, Well, I cansell it. And so we started down
(16:18):
this path. But we had no ideathat this little funny side
business would take would turninto what it turned into.
Because we were just like, well,sure, let's see if we can build
this thing. And then a couplenow we're two years in, and it's
definitely surpassing themarketing agency as far as
becoming a life of its own. Somuch so that
(16:38):
Matt and Wes have had to stepinto road proof, which is owned
by kW labs full time.
And so in out of the marketing,wow. So it's been a really big
growth moment, we're reallystarted out with just people who
love working together, buildingand growing, and then having an
idea, and I think that really isa is important, if you're going
(17:00):
to create something is that it'sthe who you're creating it with
is almost more important thanwhat you're creating, because
you could have the best idea inthe world. But if you don't have
the right team, you know, allpassionately pushing forward,
you're in an uphill battle, it'sgonna cost you way more time and
money than if you really getyour team together, and then
decide, okay, look, we're goingto do this. So that was really,
(17:24):
really blast. That's great. Imean, I think, how many people
do you have now that are a partof real proof? I'm just curious.
About a dozen about, okay, yeah,we've kept it real small. But
that's the thing about thesystem is that it's really user
driven. But you know, we havethe experts who do the searches,
the search assists to go out andnot, you know, scour platform
(17:47):
for things like that. And sothere's a human element. We are
working with other ways toautomate. But the funny thing
is, is is great as AI is toidentify lots of stuff like
we're developing an AI to helpsee during an incident, how fast
vehicles were going and thingslike that. But when it comes to
(18:08):
actually finding videos, forthese incidences, we realizing
very quickly that humans areabsolutely necessary, because
human behavior is sounpredictable that it truly
takes a human to find. Finally,these incidences as far as like
the really high accuracy of it,yeah. So there's a human element
(18:30):
behind fraud proof, but we'reall USA US based. And
yeah, it's been a really greatadventure so far. That's great.
So what's next for road proof?
Um, you know, I think that's ahard question to answer because
there's a lot of opportunity.
I'm really what we're focused onnow is
(18:55):
getting more cameras into oursystem, getting more users onto
our system, and things likethat. But we are also when I was
tapping into like the AI side ofit. There's a lot of important
data. So when I, when I saidbefore, right, it's hard to get
this video where the truth is,most of this video in this
information is not beingcaptured at all before we came
(19:17):
in. So this isn't the only placethat you can get this video and
this this information, in mostcases, so I'm saying 80% of the
time, you can only get thisvideo from our platform. And
what we found out besides thefact videos for evidence for car
accidents and differentincidences, a lot of this in
(19:38):
some of our roadways arenotoriously unsafe, but we can't
learn and improve our roadwaysunless we're capturing the data
to truly analyze it and makebetter decisions going forward.
And that's one of the thingsthat we're really seeing with
the D O T's and things is thatthey're also eager to make
roadways safer. They're eager toand make dry, you know, things
(20:00):
less congested, just lessproblems on the roadway. And so
being able to capture this dataand put it into this big data
lake is kind of is what we callit. And being able to analyze it
for improvements in the future,I think is really where the
future of of our data will go.
Because in order to train truegood, a eyes and machine
(20:25):
learning and things like that,you need a lot of data. And so
we're capturing that data. Andit's really, you know, the
entities capturing the interestof colleges and things like
that, because they want to trainand, and tap into this data for,
for more solutions for saferhighways in the future. It's
great. I mean, I'm thinking of,and I was traveling this week,
(20:47):
so I was, you know, headed tothe airport, and they're doing
construction, and so nothing ismarked any longer. And I was, I
turned off on the wrong road.
And then I had to turn around,and I was thinking, I can't be
the only one that's doing this,right, this is crazy. And the,
you know, ability to kind ofmonitor that at a macro level
and see the patterns, I can seethat being very effective. So
(21:12):
that signage is improved, orthey can see which intersections
are causing the most incidentsor so I mean, I think it's
fantastic, it seems to me like,it's another great use of big
data. Yes, but it's, it's video,you know, or pictures or.
(21:34):
And so it just again, it seemsso unwieldy to me, but I'm sure
that you've built the systemthat can start to track it and
understand it. And yeah, so Imean, you got like,
emergency response times theprocess is there's a lot of
processes and things in placethat have that are very good,
that have been improving yearover year, with all the
(21:57):
different city levels,municipalities, things like
that. But there's always roomfor more improvement. So that
kind of stuff, markingconstruction zones, things like
that. So if we can really usethis large data, and analyze it
to make better processes on anational level, then there could
be a lot more people who, youknow, avoid not only being
(22:20):
weirdly routed to a place thatthey shouldn't be and causing
congestion and stuff like that,but it can, it can save a lot of
fatal incidences on our highway,which is, you know, long term,
that's really the goal foreveryone. You know, it's
understanding what happened, whyit happened, and how to prevent
it in the future. So yeah, it'sbeen it's been very interesting,
(22:42):
rewarding thing to get to getinto it first, you think, oh,
yeah, you know, thesedepartments transportation,
these entities, the, the policedepartment, they're not going to
like this. But that is the exactopposite of what we found, it
has been very much like, thankyou so much for doing this.
Thank you for letting us haveaccess to this, because we open
(23:02):
it to I mean, any policedepartment, anybody wants that,
we open it up to them and justsay, you know, here you go do
your jobs. And so it's justallowing, all of those entities
have more resources available tothem. So we were very
happy and surprised by not onlythe lack of resistance, but
really, the collaboration. Sothat's been really, really
(23:25):
great. Well, it ends up as a winwin. And again, I think
everybody having the same goalof how do we make this safer?
Yeah, how do we fix things, andI love the fact that that's, you
know, again, a kind of a commongoal.
Okay, so let me just kind ofmention, you know, I think your
(23:49):
role as sales leader andbringing new folks on, I want to
talk a little bit about howpeople can get a hold of you,
because I think the theI happened upon your business, I
was told by someone and sothat's my curiosity of like,
What the heck are you doing tobuild this, but first, tell
people how they can find you?
(24:12):
Well, our company is called Roadproof road and then p r o f road
proof. Yes, I'm Christie. SoChristie at road proof.com You
can feel free to email me that'smy cell number. It's always on
like every good business owner.
But if you want to see thesystem, if you want to see how
it works, just go to road proofand book a demo and my team will
walk you through it and make itvery easy personalize it to your
(24:34):
needs. There's no hidden fees.
It's such an easy system to use,you know, so that's how you get
a hold of us. We like I saidcater to personal injury firms,
insurance companies, rideshare,those kinds of things, anybody
who's dealing with incidences onthe roadways. That's great.
(24:55):
That's perfect. And we'll leavethat up for a minute and also
put it in our show notes.
Okay, this one is a little bitof a bigger question. And you
may need a minute to think aboutit. But what's keeping you up at
night as you think about yourbusiness and your future and
kind of where you want to go?
What's keeping you up at night?
Um, well, I mean, the entirebusiness model is pretty lofty.
(25:23):
So it started out with one stateone, issue one thing, but when
you're trying to scale acrossthe entire nation,
and you're just running, you'rehaving to contact and deal with
all of these different cameraproviders, which are really, as
(25:43):
segmented as every state. Imean, some states have six
departments of transportation.
And so that's why this has neverhappened. No one's had a
national level database oftraffic camera footage ever
been? And you think, Well, whynot? Well, I'll tell you why.
Because I mean, this isridiculous. You know what I
mean? So everyone's great, andeveryone wants to do it. But
(26:05):
then it's the logistics ofactually getting it done, right.
And all of all of that stuff. Sojust the scalability of it.
Is, is a lot.
It's definitely a lot. So but inbecause this hasn't happened
yet, so I thought, what Come on,but I think I mentioned this to
(26:27):
you, and we talked before butyou know, are
like police and all of thatdatabase is for law enforcement
was not nationalized until 911.
That's when they nationalizedthe everything. And he thought,
why How was that possible? Soit's like it takes, you know, a
social moment to make thosekinds of big changes, right, you
(26:51):
got amber alert system, becauseof that tragedy, things like
that. And so what's the problemwith road proof is that we are
ahead of our time, which isnever in the best place to be,
you don't want to be the firstone, you know, making this road
becausethere's a lot of mistakes we
(27:11):
happen. It's better to be thesecond or third one, as you
know, with the business, right?
He's the first one is the hardone.
And so we're ahead of our time,because there isn't a social
tragedy or anything like that,that's really pushed the
attention to this need. And sothat's the good thing. But
because we don't have this hugetragedy that's causing that
(27:32):
instead, we're here we'repushing forward before to make
things safer. And so when thescalability and just this is a
hard, there's a big mountain toclimb. And so that's that's been
the biggest challenge. But likeI said, it's we've been making
huge headways. And so it's justgot to keep on pushing forward.
(27:54):
Yeah, it's an interesting.
Me, first of all, it sounds likeherding cats. And so it's like,
kudos to you and your team forhaving
the tenacity to, you know, goand talk to all these people.
And I'm sure it's, there's a lotof follow up calls, and there's
a lot of coordination and thosesorts of things I can only
(28:15):
imagine.
And, but I was thinking throughjust now, like, you know, the
infrastructure of our country,with the bridges, and the roads,
and the signs and all of thosethings. I mean, really, the
data, and the video becomesanother element of that. It's
like another if another layer.
And so I really think, you know,again, you identified this, this
(28:40):
path, I think, you know,obviously, I'm a little bit
projecting or having empathy forfor you. And if I was in your
position, it's almost like, theimmense opportunity is
overwhelming, because there's somany paths you could take, I
mean, you could go to smallroads and intersections, and you
(29:02):
could, you know, go to a placewhere maybe you're buying
cameras or installing cameras,or, you know, you know, that
there's a gap somewhere now, andso you can, you know, own
maintain the cameras itself,then I was thinking, you know,
gosh, we've got bridges, I meanbridges that you know, and you
(29:23):
talked a little bit about asocial incident I'm from the
Twin Cities area and there wasother major Minneapolis bridge
collapse and you know, I wasjust thinking like, gosh, with
there was a camera that wasmonitoring, like, is a structure
still stable? And do you knowthe moment where it tips to that
like, ah, timeout, it's nolonger stable. And so, I would
be on this. If I was in yourshoes like on this, you know,
(29:47):
like, where do we go from here?
There's so much opportunity.
Yeah, and that is a big, that'sa big thing. When you have
something thatand becomes bigger than bigger
than yourself bigger than yourteam? Which direction do you go
so many opportunities. And Imean, just for an I've been an
(30:08):
entrepreneur my whole life. Andso I think what you have to do
is, you know, keep your eye onthe long goals, and then just
take the opportunities and takeit day by day. And just say,
yes, to as much as you can andnot force anything, right. So
that's, I truly believe that,you know, there's things that
are meant for people, you know,that, that you the universe, you
(30:30):
know, like, if you're pushing inthe right direction and doing
the right stuff, then you willfind your path, even if it is a
little bit hard. So I'm justfollowing that kind of mindset
of follow up on theopportunities, don't force
anything. But be persistent,right, like every good
entrepreneur, be persistent. Andwe've been really kind of
(30:52):
finding our path, but there's somany branches, it's, it's been
really incredible. But I thinkthat as these opportunities are
growing, then more people areinterested in joining us. And
then we can have, you know, morefocuses and other places. And so
that's been been really good.
It's just the relationships, butwe are definitely looking for
(31:14):
more relationships, more peopleto support the big picture with
us and partners and things likethat. So that's, that's really
great. I mean, I, you know, Ithink, again, as I think of your
business, I mean, you've got,you know, your original
founders, and then you'veprobably built out the team in a
way thatI guess my recommendation would
(31:35):
be to make sure you've got allthe functional areas met. So
you've got the marketing and theintake, and then you've got the
operations and HR and thefinance and the admin and it and
the technology and those sortsof things. And so, you know,
that helps to build the, theleadership, and then the
scalability is a little biteasier, because there's always,
(31:56):
you know, you're just kind ofadding in more layers.
So, yeah, because, again, I wasthinking through, like, even in
your operations, you almost havelike, verticals, you know, it's
like, yeah, we've got the teamthat supports the personal
injury, and we've got the teamthat supports the, the
(32:17):
investigators for the insurancecompanies, and we've got the,
you know, the maybe it's thepublic services with fire and
rescue and police and thingslike that.
Well, that's really great. Imean, I think, you know, again,
it's, that's kind of our job andwhy our book is called up into
the right, it's like, how can wehelp a business to reach their
(32:41):
summit? If you think about agraph, it's like, you know, kind
of going up into the right, morerevenue, more productivity, more
profitability, more retention.
And so, again, I think you'vegot the tiger by the tail, it's,
how can you really build thatfoundation that allows you to
not go crazy, right, the amountof opportunity, but to
prioritize and methodically movetowards that ultimate vision. So
(33:02):
it's really great. And I thinkfor my experience, is really
just making sure you have theright people in the right seats.
And so that's been a really bigfocus for this year is really
making sure that we have theseyou know, the right operations,
the right, you know, and all ofthese, these pieces that you're
identifying, absolutely, becausethe more infrastructure the
(33:25):
more, you know, humanity, youadd them that that's where the
variables start to reallyshift and change because like I
said, I've been very luckyblessed to have the team that
I've had that we've just beenworking so cohesively for so
long, that adding in new teammembers to you know, fit with
our culture and fit with our,our goals, you know, our
(33:49):
everything that has to do withthe business as is what our
focus has been in 2024. So,right, or the slow path is what
we've decided not the big path,but yeah, yeah, it's
interesting. It's definitely gotbigger than we thought it would.
But it's so far, we're stillhaving a good time. And that's
(34:11):
really what it's been all about,for us is a passion, something
that we truly believe in, thatwe want to come and go to, you
know, it doesn't feel like work.
What are we going to do today?
That kind of stuff, although itis a little bit like herding
cats at times, and so we'realways joyous, but um, you know,
as far as the core team goes,it's we're still really loving
what we do. So I hope remainsthe same long enough for us to
(34:35):
pass it on. If that was whathappens. Like I said, it is
going to become bigger than weare. So yeah, tell me and maybe
this is one of my last questionsfor you, but we'll see.
How much are you working on thebusiness versus in the business
as the founder and CEO? So forexample, you know, really
(34:57):
thinking through the strategyand building the team
In developing and mentoring,versus doing the actual calls
and hiring and training. And soagain, I'll say like working on
the business versus working inthe business, well, I would say,
I am the queen of delegation. Sootherwise I wouldn't be able to
be running two businessessuccessfully. That's really
(35:19):
cool. And then I also doinvestment properties and other
stuff. So I saw I'm really goodat the at the delegation,
something I learned from amentor of mine. Bless. So a
while long time ago, but so forroad proof, I would say at this
point about 5050.
Cool, yeah. And so more than Iwas, I really started to nail
(35:44):
down and get into the businessas far as like, the right people
in the right seats this year.
So in the last year, I wasdefinitely working on it, not in
it. But sometimes, you know, Ihave to really get in there and
get into the operations ofthings. And figure out make sure
everyone is is on the same pageand our culture and everything
(36:06):
like that I was kind of takingthat part for for granted. So
definitely 5050 now.
So good. That's great. I mean,it's it's different per
organization and per leader.
But I work I lead the firms. Andso yes, they're like, I need to
do marketing, but I'm anattorney, I need to do this, but
(36:28):
I met core and court, and you'relike I understand you. And so
then I'm also have the privilegeto working with business owners
who are stepping away from that,and they actually get to work,
you know, on instead of in, soyes, you're definitely speaking
my language. Yeah, it'sdifficult. And again, it's an
evolution, I like how you kindof talked about, you know, I was
(36:50):
on now I'm 5050. And there mightbe a time where I'm doing
something different. But thatmakeup evolves over time as the
team changes and the businessscale. So your flexibility and
nimbleness there is is, like Iwould say spot on so that you
can support the business andgrow it. Yeah, um, you got to
have that kind of, you got tolet go of what you think you,
(37:12):
you know, like, you think, Oh,this is what success is.
Or this is what I should bedoing. You know what I mean? So
I think that that ability to beagile is really important. If
you're going to take a businessfrom, you know, startup to
actually surviving.
In my, it's great, because I'mgonna go with it, you know,
(37:33):
sometimes you just need to beable to
clean the toilets, or, you know,be the CEO. Yeah, so, but
lately, it's been exactly right.
Yeah. So you know, and I alsoenjoy, I don't want to be one of
those people who's who's doingbig vision, eye things for the
company, but also not talking tothe customers talking with what
people need, you know, taking onthose roles, where I'm
(37:55):
interacting, actively actuallydoing demos, demonstrating our
software makes, because youdon't wanna be those people like
Paul Yeah, you know, I'm afounder, CEO, but I don't really
know how this software worksanymore. It's an updated so many
times. So that's what I wouldlike to always avoid is to have
some familiarity to be able toreally work with my team, from a
place of knowledge and not justa place of well, this is, I hear
(38:18):
what you're saying, but it's notimportant. You know, and I mean,
it's really great. I mean, Ithink can continuing to have
that connection with,ultimately,
your service, your product andthe users. I mean, that will
help you to evolve and benimble, because then you
actually know firsthand what isneeded. Yeah, so yeah, yeah,
(38:41):
that's great. Yeah, that'sgreat. Well, any other things
that you want to brainstorm inthe moment you need help on?
You're keeping you up at night?
Anything there? Ah, no, notreally. I mean, you just nailed
it on the head with whatopportunities are you gonna take
advantage of and, you know, thatkind of stuff. And I just think
we're just doing the best thatwe can I, you know, it's, it's
(39:04):
also, you know, there's onesmall thing that I'll touch on,
because it seems like I've doneso I've seen some of your
podcasts and things like that,that in a, it's as a female
entrepreneur,it's really much a lot of times
feels like a boys club. And sothere's not that many female
(39:26):
entrepreneurs out there. Andthere are more and more every
day. But I think that ourexamples and the mentors and the
things we have less to choosefrom, and a lot of the ideas of
what success is has been definedby men. And so it's like, what
is success? And as more and morewomen become successful
(39:51):
entrepreneurs, I think that it'sgonna be really fun to see how
we change the definition ofsuccess as far as like, we don't
need thefancy cars, necessarily. We
don't need the big houses, maybeit's more of a work life
balance. You know, it's otherthings that we're not killing
ourselves and dying at our deskinstead, it's, you know, it
(40:12):
other things. So, yeah, that hasbeen a kind of a unique
challenge in a lot of ways.
Because most of the time whenI'm speaking in a room, and I'm
talking to enterprise levelclients, I'm doing those that
it's all men.
So, yeah, it's funny, you saythat I, I feel the same. And I
(40:34):
feel like you have done such abeautiful job of being a woman
that is willing to empower otherwomen. And
you know, we're you and I, atleast from what I know, of you
strong enough to scan in a roomfull of men, but so happy to
help other women get in theroom? And so I can absolutely,
(40:55):
yeah, well, you know, has alwaysbeen my motto from the
beginning. And it's, it'sreally, right. And so when I,
like I said, 20 years, internetmarketing definitely started out
as a boys club, SEO, searchengine optimization, that kind
of stuff. Same thing. But youknow, we've, as women, like I
said, we're definitely branchingout becoming more. And there is
(41:18):
either they speak about thisruthlessness about amongst
women. And I don't think thatthat's necessarily true. When it
comes to successful women, itseems like in most cases, I have
been, you know, mentoredsupported the door open for me,
by other women, it's alwayslike, Oh, come here. You know,
(41:41):
let me let me introduce you topeople like, so. It is very,
it's great. And so it's not likea war between men and women.
It's just as there's moresuccessful female entrepreneurs,
I'm noticing that most of theones are all the ones that I've
met are very inclusive, verysupportive of other women. And
(42:01):
so it's not this ruthless placethat people think it is. Really,
it's like, come on, in, let melet me give you a leg up that I
didn't get or that I did get.
And so it's, it's great. I can'twait to see it for my daughters
and, and things like that,right. It's funny. You know, I
think as a, as I age, too,there's some wisdom that comes
(42:24):
with that, of course, and justthis understanding of how, when
you lean into who you are, atyour most, kind of pure core, I
think there's a lot of power tothat. And so, you know, even
even the other women that I'vemet, it's like, the
vulnerability, the transparency,the openness, the
(42:47):
the realness has been somethingthat, you know, I think, I think
I'm better able to help otherpeople when I'm as real as I
possibly can be. And it's notalways perfect. And you know,
but yeah, but I really, I thinkthere's a there's a new way for
women, like we can be open andhonest. It's not how it was when
(43:09):
I first started my career wherewe almost had to pretend that we
were super tough. And you'relike, you know, I'm working five
to, you know, 5am to 7pm. Tolike, keep up with all the guys.
And, you know, I think there's athere's a new way. So anyway,
and it's because of soldierslike yourself. Yeah, that are
saying it like it is great.
Yeah, you are so comfortablewith that, and so open and it's,
(43:32):
it's refreshing. You do it in away that is supportive and
compassionate. But it's alsolike, oh, wow, like, that's the
truth. And it's so refreshing tohear the truth is to kind but
you did, yeah. You saidsomething that I absolutely
agree with is that, you know, aswe become more authentically
ourselves, then, you know, wecan support the people. I think
(43:53):
that with age, right, you getmore comfortable in your own
skin. And once you really, likeyou said lean into who you are,
you realize that all the thingsthat you worried about weren't
important, and you become moresuccessful, you make better
choices, all of that stuff. AndI wish that we can just give
that same confidence toourselves and our 20s. And, you
know, that whole, like, leaninto it, but it is changing. And
(44:16):
I think that we're able to makeit as examples. We don't have to
be that tough.
You know, totally work. Nopersonal life, no family. I am a
mom, I have four kids in youtell you what, no one in my
industry had any idea hadchildren at all. I never I kept
(44:40):
that completely separate.
Because not only were theyjudging me, by my looks and my
age in my 20s but if they alsoknew that I was a mother, that
would have been like my careersuicide, you know, so it would
totally and everyone's like, Oh,that's not true. Oh, yes, yes,
it is true andSo to have to kind of really
compartmentalize my life for solong, then you're just you just
(45:04):
sort of get over it, but youhave some more clout, you've got
a reputation, some experienceand confidence that you know
what I can, I can do this withalso without, you know, excuses
and other things. So, yeah, it'sit's a really interesting
business dynamic that ischanging. And like I said, for
(45:25):
for,I want to see my daughter, you
know, it's like, it's changingfrom the generation before us,
to our generation to the nextgeneration. But yeah, it is a
lot to do with women that are inthese positions of power, who
can mentor and support and ifanybody is in that position,
that can do that for the nextgeneration? I know that my life
(45:47):
has been completely changed bywomen because of that, so
definitely, too, because itmakes a big difference. Yeah,
yes, me too. Well, I mean, thankyou for sharing your journey.
Andgosh, and I'm, I'm actually like
secretly hoping that like,clients, I told you, I would
introduce you to rope proof,you're hopefully listening.
(46:09):
Because you've built such anamazing tool that can help so
many people. And sothank you, thank you for doing
it. And thank you for beingwilling to chat with me about
it. I know that I'm gonna keepsending people your way, because
they need you. They need yourterminal. And it's easy to make
it super simple. You just jumpover here. And when people are
(46:32):
on it, they don't go they findvalue. We just made it really,
really easy. So really greatsaves on the customer service.
I'll tell youWell, yeah, gosh. I mean, you've
you've really built an amazingmodels. So yeah, yeah. Good job.
Good job. Yeah. Well, thank you,again, for being a part of our
(46:53):
show. And as you level up yourbusiness, I mean, if you need
anything, I'm here, we're here.
So keep doing what you're doing.
But if we could be of help, letme know. And otherwise, we'll
just stay in touch and I'm goingto follow along on your journey
and just be cheering for youfrom afar. I need all the help I
can get. So definitely I'll bein touch.
(47:18):
Good. Good. Well, thank youagain, Christy. It's really
great to see you again andcongrats. Keep up the good work.
Thanks, sir. I really appreciatethe opportunity. Thank you. All
right. Have a good day,everybody. Thanks for listening.
And if you're out there and youneed help, my comment is always
you're not alone. So call getsome help call us.
(47:39):
But you can do it as anentrepreneur or as a business
leader. And if you need point,northeast help up into the
right. We're happy to help. Sothank you have a great day,
everybody. See you soon.
Thanks so much for tuning intothis episode of level up your
business with me, Sarah Frasca.
If you have a problem in yourbusiness that's keeping you up
(48:01):
at night. Please join us in afuture episode so we can help
get you unstuck. Just clickingthe link in the show notes and
send us a message. Pleaseremember, stay innovative
friends
You're listening to level up your business, the
podcast where we talk tohardworking business owners and
leaders and help them solve realissues in real time. I'm your
host, Sarah Frasca restaurantowner, keynote speaker and
business coach. I've spent mycareer not only in corporate
(00:20):
America, but also as anentrepreneur, carrying on my
family's legacy through myrestaurant. Now a business coach
and consultant, I'm helpingother businesses to use creative
problem solving and innovativethinking to drive lasting
change. Stay tuned to hear someinspiring guidance that will
(00:40):
help you to level up yourbusiness. There was actually
yesterday's. Okay? Yeah. Well,hi, Christy, and welcome to the
level up your business podcast.
Thank you for having me, I'mreally excited to be here. Thank
you for being on with us. And,you know, it's really been fun
to get to know you. And to getto know your business. I think
you are such a visionary andhave used kind of technology and
(01:03):
your creative problem solving tobuild a business. And we'll get
into that in just a little bit.
But it was really fun to beconnected to you. So thanks
again for sharing your passion,your energy, and I'm excited for
you to tell our listeners whatthe heck you do. Yeah, now me
too. I'm thrilled to be here.
Thanks for inviting me. Yes,great. Well, as we always do, we
(01:24):
kind of start a little bit withwhat is your business? What did
you build? And how did you doit? So a little bit of a
combination of your past? Andtell us what your business is
all about? And so that's just asmall question, right?
Tell me everything. And one cardactually could take the whole
(01:46):
hour. So you just Hello. Allright, I will jump to the short
of it. I am the CEO and founderof a company called Road proof.
What road proof does is that wehave official relationships with
the Department of Transportationand other camera providers. And
we archive and index the trafficcameras across the United
(02:10):
States. And we do thatoriginally, actually it started
out is that I also am the CEOand founder of an internet
marketing agency, and Ispecialize and service
businesses. And due to mybackground, I have mostly
personal injury clients. Sopersonal injury firms. And, you
(02:30):
know, traffic camera video isnotoriously hard to get a hold
of, and having that kind ofevidence can really make the
difference to clients, injuredpeople. And so I found a hole in
the market. And my team wascreative and hardworking, and we
filled that role. So that'sbasically the problem that we
(02:52):
solved. And so a lot of ourclients on road proof, our
personal injury firms, but wealso work with Rideshare, and
insurance companies, andbasically any professional
business is a b2b businessplatform. That's literally for
video evidence of car accidentcases. That's great. And how
(03:14):
many of the 50 states are you inat this point? I'm at 22. We
have over 23,000 cameras. And onour platform, we have 16,000
virtual weather stations aswell. So we're also bringing in
weather. It's it's definitelygrowing from an idea to a
(03:34):
reality it has grown veryrapidly. It's great. Yeah. And I
mean, I think again, my mycomment of just how innovative
you've been, you saw an issue.
Yeah. And you built the solutionto solve that problem. And I
just, I commend you, because Ithink it's a big deal. Yeah, and
I can say that, right? When youlook back on it, you're like,
(03:58):
Wow, big issue, big solution.
But with anybody who's kind ofgot that entrepreneur mindset,
you see, and you see a problemwith one client or one business
and you think is this commonwith more of my clients? And you
think, yeah, this is, and so youcreate the solution, very small,
(04:18):
and then scale out. So it's justthat
you look at the big picture, youthink, how does somebody ever
create such a big thing, andit's just really just solving
one small problem. So but it wasI was really surprised when we
got into this, that there wasn'ta solution already in place. But
the more you know, research andexperience and just really
(04:43):
digging into the industry, I'verealized a lot of the answers of
why there wasa solution to that problem yet.
I mean, we've got an overtaxedinfrastructure. It takes a lot
of commitment. There's it's justreally an interesting issue. So
I was kind of surprisedSir, I went hunting and couldn't
find an answer. You know, it's,it's, again, it's one of those
(05:03):
topics that it seemsoverwhelming like how on earth,
we go out and canvass thecountry and get access to the
camera that's on the, you know,highway or the intersection.
So will you talk a little bitabout just kind of the process
of working with the governmentalagencies? And I mean, was it, I
(05:26):
can imagine it being kind ofdifficult. And,
you know, I mean, when it comesto getting footage,
the traditional way is you makea FOIA request, which is a
Freedom of Information Act, andyou go, and you submit that to
your government agency, the DOD,whoever's in charge of those
cameras. And most of the time,what law firms were quickly
(05:49):
finding out is that they weren'thaving very much success. So
this whole process of doing aFOIA request, and then you wait,
and you wait, you don't know ifyou actually have footage, or if
there's even a camera there oranything else. And the reason
why that is, is because thedepartment's of transportation
are very taxed to like I said,and most of them don't even
(06:09):
record the video, for a lot ofreasons, one of which is expense
in the infrastructure would takethe manpower it would take and
things like that the states thatdo record, don't keep that
recording for long, some of themare a week, some of them for a
couple of weeks. And so that's areally short window to try to
try to grab that.
(06:31):
And the reason again, is, istime and money. It's we're
talking about petabytes of data,so massive amounts of servers
and storage space. And like Isaid, infrastructure, so it made
a lot of sense of why therewasn't a solution in place. And
again, when you asked about whyor how it is working with
(06:51):
departments of transportationsand different entities that are
camera providers, it's how youwould think it would be it's a,
it's a lot of overworked peoplejust working as hard as they can
doing the best they can. verycooperative. So we definitely
had a lot of so they werefilling a need that they also
(07:12):
needed was in place. Sure. Andso that really made a big
difference. We've also been ableto work with
police departments, we'reopening up our platform to like
the homicide automobile homicidedepartment. So we're given we're
a resource to those thoseentities that they need without
(07:35):
asking for additional budgetwithout asking for,
you know, more manpower in theirbuilding. So it's been really,
really rewarding in a surprisingway.
Can you give me kind of like,what, what is the most typical
request? Like, what is the,like, kind of usage of your
(08:00):
technology materials? Yeah. Soregardless, if it's a personal
injury, if it's an entity, it'san insurance company doesn't
matter. They say, Okay, I havean accident, do you have video,
and what we need to do to lookfor that is we need the time of
the accident, the date of thelook of the accident and the
location of the accident. That'sit. So we're not asking for any
(08:21):
personal identifyinginformation. Most of these
cameras, I would say, actually,let me restate that all of the
cameras that are on the roads,these days that have video
available, none of them have aresolution that's good enough to
capture faces, or license platesare anything that's universal
identifying information, you canmake out making models of
(08:41):
vehicles, things like that, butnot anything else. So in order
for our clients, or the peoplewho are using our system, the
businesses that are using oursystem, we just need to know
time, date and location of theaccident. And then we can query
our system and find videoevidence either of the actual
incident itself or aftermathfootage. Because these cameras
(09:04):
are actually on a 360 degreerotation and they can zoom in.
And so if they don't catch thecrash itself, or the the
incident on the highway itself,they'll turn and look at the
incident. And so then you getlike the layout of the aftermath
where the vehicles are sittingand things like that. And
anybody who's in personal injuryor in any of that kind of side
(09:26):
of of the industry over thereknows how much money and time
and energy they spend trying tofigure out what happened because
even people who the accidenthappened to it happened to them.
So they are just witnesses andreally unreliable because they
don't actually know whathappened there there. It
happened. Like they didn't get agood view witnesses can be
(09:48):
unreliable. So I spend a lot oftime and money on accident scene
reconstruction, andinvestigators to try to figure
out what happened who's at faultand
In a lot of cases, how can wemake sure this doesn't happen
again? And so having thataftermath footage, you know,
half an hour, the video ofitself, you just know what
(10:09):
happened. It's right there infront of you. So, so typical
people are just businesseslooking to figure out what
happened in a car accident.
Okay? And is it only highwaysthat the cameras are located?
Mostly, it is interstates andhighways, as we've been working
with the largerD O T's and getting this big
(10:30):
entities, those camera coverage,we are breaking down into the
smaller areas, moreintersections and things like
that. It's just a massiveundertaking. And so we kind of
went with the big systems first.
But there's a lot more systemsout there. And a lot of our
(10:52):
clients to our personal injuryclients will say, Hey, I'm in
this area. And I know exactlywhere these cameras who manages
them and what entity who you canspeak to there. And so they are
advocates for us a lot of timesor they're working within the
government agencies themselves,and they're saying, hey, let's,
let's get our cameras onto thisplatform so that we can leverage
(11:15):
the system as well. So it's,it's been a very interesting
approach, because our clientsare very proactive because they
want this to. So how did theyleverage it? Is it like a
monthly retainer, and they haveaccess to as many as they want?
Or is it like each file eachvideo is a certain price? How
(11:36):
have you priced it? Um, well, itkind of depends on the usage. So
enterprise level versus like asmall,
you know, boutique law firm,they'll have we have different,
you know, ways that you canapproach the system and get on
the system. Um, you can eithersubmit your case, in a do a
(11:56):
search query, which we just havea one time fee for a law firm or
cost $47. You put in this, likethe details I told you about the
time the data location,you can submit the police report
if you want to, but just give ussome details. There's an
interactive map when you put inthe location, so you can make
sure your pins in the rightspot. And that interactive map
also shows what cameras areclose by. So you can you don't
(12:20):
have to blindly submit thatsearch, you could say you know
what this is close to a camera,I want to I want to do that. And
then our team of experts scoursour system, finds all the
videos, aftermath, all of thatwe bundle it all up, and then we
push it back to the law firm.
And typically, when we do that,we charge $297 for a video
(12:40):
package. So it's, it's very,very affordable. I mean, we just
wanted to make it available toas many law firms as we could.
And then we also have theability, depending on your usage
to get into the system andsearch yourself
to different ways of doing it.
So it's it really just dependson how, how people want to use
it. Yeah. And it's great. Imean, I think it's, again, just
(13:04):
a really brilliantway for people to gain access to
something that again, seemsunwieldy, or just, you know,
overwhelmingly complicated. Tellme a little bit about your
business. So you built the teamwith a group, if I remember
correctly from Yeah,conversation. Yeah. Yeah. The
(13:25):
evolution of your of your team?
Well, that's yeah, that's kindof interesting. So I started
out, I've been actually doinginternet marketing, sort of as a
research analyst, like 20 yearsago, I say that it used to feel
like, I don't like that numberkeeps creeping up, but 20 years
ago, so as a research analyst,and internet marketing is
(13:46):
studying search enginealgorithms, right. And so I was
very much on the cutting edgewatching everything that
everyone did Google, all thatstuff. And my job was to
interpret what happened and thenexplain how businesses could
make money with these changes onthe internet. And so of course,
being on the kind of the cuttingedge of that, who were some of
(14:08):
my favorite listeners, readers,personal injury, associate, you
know, marketing associations. Sothat's how I
got connected to the personalinjury. And I also was had the
privilege to work with somereally talented people in
online, really talenteddevelopers, really talented.
(14:29):
Teams, things like that, becauseI was always looking for the
best to interview to say, Okay,look what you're doing. You're
better than everyone else. Tellme how you're making money. Tell
me how you're doing that. And soI have this really great
network of people who were thebest and then we work together
on stuff. Well, I launched mymarketing agency about four
years ago. And I kind of said,Hey, does anybody want to do
(14:53):
this with me? And I was veryhumbled by the quality of the
people who were like, Yeah, Ido. I do. And so
We launched my marketing agency,and we were just loving life and
doing our thing. But we wantedto build something, not just the
marketing agency that, you know,has my name on, it's Christie
Jane. But we wanted to dosomething, you know, it's kind
(15:14):
of like three, my two core teammembers, partners, you know,
they were like, Let's dosomething, let's build something
together. It's like, okay, sowe, you know, all dreamy eyed
everything? Sure, let's justmake a business, you know. And
so we started a company calledknw labs. So and my two partners
(15:34):
are Matt and Wes. And I'mChristy. So very creative,
right?
Right off the bat, we were justlike we but we didn't know what
we wanted to do. We just knew wewanted to work together and work
together on something that weowned, and that we could just
kind of make it like a side gigand something that, you know,
because we're very creative,talented people, we can do this,
(15:54):
my team is a brilliant, so I'mlike, Okay, I five, three weeks
later, this Opportunity landedon my desk or this idea. And I
was like, Oh, hey, you guys, doyou want to build this? And, you
know, Matt is our wizarddeveloper. And he's like, I can
build this. And you know, Wesdoes branding and graphics and
all of that stuff. And he'slike, I can design it and brand
it. And I was like, Well, I cansell it. And so we started down
(16:18):
this path. But we had no ideathat this little funny side
business would take would turninto what it turned into.
Because we were just like, well,sure, let's see if we can build
this thing. And then a couplenow we're two years in, and it's
definitely surpassing themarketing agency as far as
becoming a life of its own. Somuch so that
(16:38):
Matt and Wes have had to stepinto road proof, which is owned
by kW labs full time.
And so in out of the marketing,wow. So it's been a really big
growth moment, we're reallystarted out with just people who
love working together, buildingand growing, and then having an
idea, and I think that really isa is important, if you're going
(17:00):
to create something is that it'sthe who you're creating it with
is almost more important thanwhat you're creating, because
you could have the best idea inthe world. But if you don't have
the right team, you know, allpassionately pushing forward,
you're in an uphill battle, it'sgonna cost you way more time and
money than if you really getyour team together, and then
decide, okay, look, we're goingto do this. So that was really,
(17:24):
really blast. That's great. Imean, I think, how many people
do you have now that are a partof real proof? I'm just curious.
About a dozen about, okay, yeah,we've kept it real small. But
that's the thing about thesystem is that it's really user
driven. But you know, we havethe experts who do the searches,
the search assists to go out andnot, you know, scour platform
(17:47):
for things like that. And sothere's a human element. We are
working with other ways toautomate. But the funny thing
is, is is great as AI is toidentify lots of stuff like
we're developing an AI to helpsee during an incident, how fast
vehicles were going and thingslike that. But when it comes to
(18:08):
actually finding videos, forthese incidences, we realizing
very quickly that humans areabsolutely necessary, because
human behavior is sounpredictable that it truly
takes a human to find. Finally,these incidences as far as like
the really high accuracy of it,yeah. So there's a human element
(18:30):
behind fraud proof, but we'reall USA US based. And
yeah, it's been a really greatadventure so far. That's great.
So what's next for road proof?
Um, you know, I think that's ahard question to answer because
there's a lot of opportunity.
I'm really what we're focused onnow is
(18:55):
getting more cameras into oursystem, getting more users onto
our system, and things likethat. But we are also when I was
tapping into like the AI side ofit. There's a lot of important
data. So when I, when I saidbefore, right, it's hard to get
this video where the truth is,most of this video in this
information is not beingcaptured at all before we came
(19:17):
in. So this isn't the only placethat you can get this video and
this this information, in mostcases, so I'm saying 80% of the
time, you can only get thisvideo from our platform. And
what we found out besides thefact videos for evidence for car
accidents and differentincidences, a lot of this in
(19:38):
some of our roadways arenotoriously unsafe, but we can't
learn and improve our roadwaysunless we're capturing the data
to truly analyze it and makebetter decisions going forward.
And that's one of the thingsthat we're really seeing with
the D O T's and things is thatthey're also eager to make
roadways safer. They're eager toand make dry, you know, things
(20:00):
less congested, just lessproblems on the roadway. And so
being able to capture this dataand put it into this big data
lake is kind of is what we callit. And being able to analyze it
for improvements in the future,I think is really where the
future of of our data will go.
Because in order to train truegood, a eyes and machine
(20:25):
learning and things like that,you need a lot of data. And so
we're capturing that data. Andit's really, you know, the
entities capturing the interestof colleges and things like
that, because they want to trainand, and tap into this data for,
for more solutions for saferhighways in the future. It's
great. I mean, I'm thinking of,and I was traveling this week,
(20:47):
so I was, you know, headed tothe airport, and they're doing
construction, and so nothing ismarked any longer. And I was, I
turned off on the wrong road.
And then I had to turn around,and I was thinking, I can't be
the only one that's doing this,right, this is crazy. And the,
you know, ability to kind ofmonitor that at a macro level
and see the patterns, I can seethat being very effective. So
(21:12):
that signage is improved, orthey can see which intersections
are causing the most incidentsor so I mean, I think it's
fantastic, it seems to me like,it's another great use of big
data. Yes, but it's, it's video,you know, or pictures or.
(21:34):
And so it just again, it seemsso unwieldy to me, but I'm sure
that you've built the systemthat can start to track it and
understand it. And yeah, so Imean, you got like,
emergency response times theprocess is there's a lot of
processes and things in placethat have that are very good,
that have been improving yearover year, with all the
(21:57):
different city levels,municipalities, things like
that. But there's always roomfor more improvement. So that
kind of stuff, markingconstruction zones, things like
that. So if we can really usethis large data, and analyze it
to make better processes on anational level, then there could
be a lot more people who, youknow, avoid not only being
(22:20):
weirdly routed to a place thatthey shouldn't be and causing
congestion and stuff like that,but it can, it can save a lot of
fatal incidences on our highway,which is, you know, long term,
that's really the goal foreveryone. You know, it's
understanding what happened, whyit happened, and how to prevent
it in the future. So yeah, it'sbeen it's been very interesting,
(22:42):
rewarding thing to get to getinto it first, you think, oh,
yeah, you know, thesedepartments transportation,
these entities, the, the policedepartment, they're not going to
like this. But that is the exactopposite of what we found, it
has been very much like, thankyou so much for doing this.
Thank you for letting us haveaccess to this, because we open
(23:02):
it to I mean, any policedepartment, anybody wants that,
we open it up to them and justsay, you know, here you go do
your jobs. And so it's justallowing, all of those entities
have more resources available tothem. So we were very
happy and surprised by not onlythe lack of resistance, but
really, the collaboration. Sothat's been really, really
(23:25):
great. Well, it ends up as a winwin. And again, I think
everybody having the same goalof how do we make this safer?
Yeah, how do we fix things, andI love the fact that that's, you
know, again, a kind of a commongoal.
Okay, so let me just kind ofmention, you know, I think your
(23:49):
role as sales leader andbringing new folks on, I want to
talk a little bit about howpeople can get a hold of you,
because I think the theI happened upon your business, I
was told by someone and sothat's my curiosity of like,
What the heck are you doing tobuild this, but first, tell
people how they can find you?
(24:12):
Well, our company is called Roadproof road and then p r o f road
proof. Yes, I'm Christie. SoChristie at road proof.com You
can feel free to email me that'smy cell number. It's always on
like every good business owner.
But if you want to see thesystem, if you want to see how
it works, just go to road proofand book a demo and my team will
walk you through it and make itvery easy personalize it to your
(24:34):
needs. There's no hidden fees.
It's such an easy system to use,you know, so that's how you get
a hold of us. We like I saidcater to personal injury firms,
insurance companies, rideshare,those kinds of things, anybody
who's dealing with incidences onthe roadways. That's great.
(24:55):
That's perfect. And we'll leavethat up for a minute and also
put it in our show notes.
Okay, this one is a little bitof a bigger question. And you
may need a minute to think aboutit. But what's keeping you up at
night as you think about yourbusiness and your future and
kind of where you want to go?
What's keeping you up at night?
Um, well, I mean, the entirebusiness model is pretty lofty.
(25:23):
So it started out with one stateone, issue one thing, but when
you're trying to scale acrossthe entire nation,
and you're just running, you'rehaving to contact and deal with
all of these different cameraproviders, which are really, as
(25:43):
segmented as every state. Imean, some states have six
departments of transportation.
And so that's why this has neverhappened. No one's had a
national level database oftraffic camera footage ever
been? And you think, Well, whynot? Well, I'll tell you why.
Because I mean, this isridiculous. You know what I
mean? So everyone's great, andeveryone wants to do it. But
(26:05):
then it's the logistics ofactually getting it done, right.
And all of all of that stuff. Sojust the scalability of it.
Is, is a lot.
It's definitely a lot. So but inbecause this hasn't happened
yet, so I thought, what Come on,but I think I mentioned this to
(26:27):
you, and we talked before butyou know, are
like police and all of thatdatabase is for law enforcement
was not nationalized until 911.
That's when they nationalizedthe everything. And he thought,
why How was that possible? Soit's like it takes, you know, a
social moment to make thosekinds of big changes, right, you
(26:51):
got amber alert system, becauseof that tragedy, things like
that. And so what's the problemwith road proof is that we are
ahead of our time, which isnever in the best place to be,
you don't want to be the firstone, you know, making this road
becausethere's a lot of mistakes we
(27:11):
happen. It's better to be thesecond or third one, as you
know, with the business, right?
He's the first one is the hardone.
And so we're ahead of our time,because there isn't a social
tragedy or anything like that,that's really pushed the
attention to this need. And sothat's the good thing. But
because we don't have this hugetragedy that's causing that
(27:32):
instead, we're here we'repushing forward before to make
things safer. And so when thescalability and just this is a
hard, there's a big mountain toclimb. And so that's that's been
the biggest challenge. But likeI said, it's we've been making
huge headways. And so it's justgot to keep on pushing forward.
(27:54):
Yeah, it's an interesting.
Me, first of all, it sounds likeherding cats. And so it's like,
kudos to you and your team forhaving
the tenacity to, you know, goand talk to all these people.
And I'm sure it's, there's a lotof follow up calls, and there's
a lot of coordination and thosesorts of things I can only
(28:15):
imagine.
And, but I was thinking throughjust now, like, you know, the
infrastructure of our country,with the bridges, and the roads,
and the signs and all of thosethings. I mean, really, the
data, and the video becomesanother element of that. It's
like another if another layer.
And so I really think, you know,again, you identified this, this
(28:40):
path, I think, you know,obviously, I'm a little bit
projecting or having empathy forfor you. And if I was in your
position, it's almost like, theimmense opportunity is
overwhelming, because there's somany paths you could take, I
mean, you could go to smallroads and intersections, and you
(29:02):
could, you know, go to a placewhere maybe you're buying
cameras or installing cameras,or, you know, you know, that
there's a gap somewhere now, andso you can, you know, own
maintain the cameras itself,then I was thinking, you know,
gosh, we've got bridges, I meanbridges that you know, and you
(29:23):
talked a little bit about asocial incident I'm from the
Twin Cities area and there wasother major Minneapolis bridge
collapse and you know, I wasjust thinking like, gosh, with
there was a camera that wasmonitoring, like, is a structure
still stable? And do you knowthe moment where it tips to that
like, ah, timeout, it's nolonger stable. And so, I would
be on this. If I was in yourshoes like on this, you know,
(29:47):
like, where do we go from here?
There's so much opportunity.
Yeah, and that is a big, that'sa big thing. When you have
something thatand becomes bigger than bigger
than yourself bigger than yourteam? Which direction do you go
so many opportunities. And Imean, just for an I've been an
(30:08):
entrepreneur my whole life. Andso I think what you have to do
is, you know, keep your eye onthe long goals, and then just
take the opportunities and takeit day by day. And just say,
yes, to as much as you can andnot force anything, right. So
that's, I truly believe that,you know, there's things that
are meant for people, you know,that, that you the universe, you
(30:30):
know, like, if you're pushing inthe right direction and doing
the right stuff, then you willfind your path, even if it is a
little bit hard. So I'm justfollowing that kind of mindset
of follow up on theopportunities, don't force
anything. But be persistent,right, like every good
entrepreneur, be persistent. Andwe've been really kind of
(30:52):
finding our path, but there's somany branches, it's, it's been
really incredible. But I thinkthat as these opportunities are
growing, then more people areinterested in joining us. And
then we can have, you know, morefocuses and other places. And so
that's been been really good.
It's just the relationships, butwe are definitely looking for
(31:14):
more relationships, more peopleto support the big picture with
us and partners and things likethat. So that's, that's really
great. I mean, I, you know, Ithink, again, as I think of your
business, I mean, you've got,you know, your original
founders, and then you'veprobably built out the team in a
way thatI guess my recommendation would
(31:35):
be to make sure you've got allthe functional areas met. So
you've got the marketing and theintake, and then you've got the
operations and HR and thefinance and the admin and it and
the technology and those sortsof things. And so, you know,
that helps to build the, theleadership, and then the
scalability is a little biteasier, because there's always,
(31:56):
you know, you're just kind ofadding in more layers.
So, yeah, because, again, I wasthinking through, like, even in
your operations, you almost havelike, verticals, you know, it's
like, yeah, we've got the teamthat supports the personal
injury, and we've got the teamthat supports the, the
(32:17):
investigators for the insurancecompanies, and we've got the,
you know, the maybe it's thepublic services with fire and
rescue and police and thingslike that.
Well, that's really great. Imean, I think, you know, again,
it's, that's kind of our job andwhy our book is called up into
the right, it's like, how can wehelp a business to reach their
(32:41):
summit? If you think about agraph, it's like, you know, kind
of going up into the right, morerevenue, more productivity, more
profitability, more retention.
And so, again, I think you'vegot the tiger by the tail, it's,
how can you really build thatfoundation that allows you to
not go crazy, right, the amountof opportunity, but to
prioritize and methodically movetowards that ultimate vision. So
(33:02):
it's really great. And I thinkfor my experience, is really
just making sure you have theright people in the right seats.
And so that's been a really bigfocus for this year is really
making sure that we have theseyou know, the right operations,
the right, you know, and all ofthese, these pieces that you're
identifying, absolutely, becausethe more infrastructure the
(33:25):
more, you know, humanity, youadd them that that's where the
variables start to reallyshift and change because like I
said, I've been very luckyblessed to have the team that
I've had that we've just beenworking so cohesively for so
long, that adding in new teammembers to you know, fit with
our culture and fit with our,our goals, you know, our
(33:49):
everything that has to do withthe business as is what our
focus has been in 2024. So,right, or the slow path is what
we've decided not the big path,but yeah, yeah, it's
interesting. It's definitely gotbigger than we thought it would.
But it's so far, we're stillhaving a good time. And that's
(34:11):
really what it's been all about,for us is a passion, something
that we truly believe in, thatwe want to come and go to, you
know, it doesn't feel like work.
What are we going to do today?
That kind of stuff, although itis a little bit like herding
cats at times, and so we'realways joyous, but um, you know,
as far as the core team goes,it's we're still really loving
what we do. So I hope remainsthe same long enough for us to
(34:35):
pass it on. If that was whathappens. Like I said, it is
going to become bigger than weare. So yeah, tell me and maybe
this is one of my last questionsfor you, but we'll see.
How much are you working on thebusiness versus in the business
as the founder and CEO? So forexample, you know, really
(34:57):
thinking through the strategyand building the team
In developing and mentoring,versus doing the actual calls
and hiring and training. And soagain, I'll say like working on
the business versus working inthe business, well, I would say,
I am the queen of delegation. Sootherwise I wouldn't be able to
be running two businessessuccessfully. That's really
(35:19):
cool. And then I also doinvestment properties and other
stuff. So I saw I'm really goodat the at the delegation,
something I learned from amentor of mine. Bless. So a
while long time ago, but so forroad proof, I would say at this
point about 5050.
Cool, yeah. And so more than Iwas, I really started to nail
(35:44):
down and get into the businessas far as like, the right people
in the right seats this year.
So in the last year, I wasdefinitely working on it, not in
it. But sometimes, you know, Ihave to really get in there and
get into the operations ofthings. And figure out make sure
everyone is is on the same pageand our culture and everything
(36:06):
like that I was kind of takingthat part for for granted. So
definitely 5050 now.
So good. That's great. I mean,it's it's different per
organization and per leader.
But I work I lead the firms. Andso yes, they're like, I need to
do marketing, but I'm anattorney, I need to do this, but
(36:28):
I met core and court, and you'relike I understand you. And so
then I'm also have the privilegeto working with business owners
who are stepping away from that,and they actually get to work,
you know, on instead of in, soyes, you're definitely speaking
my language. Yeah, it'sdifficult. And again, it's an
evolution, I like how you kindof talked about, you know, I was
(36:50):
on now I'm 5050. And there mightbe a time where I'm doing
something different. But thatmakeup evolves over time as the
team changes and the businessscale. So your flexibility and
nimbleness there is is, like Iwould say spot on so that you
can support the business andgrow it. Yeah, um, you got to
have that kind of, you got tolet go of what you think you,
(37:12):
you know, like, you think, Oh,this is what success is.
Or this is what I should bedoing. You know what I mean? So
I think that that ability to beagile is really important. If
you're going to take a businessfrom, you know, startup to
actually surviving.
In my, it's great, because I'mgonna go with it, you know,
(37:33):
sometimes you just need to beable to
clean the toilets, or, you know,be the CEO. Yeah, so, but
lately, it's been exactly right.
Yeah. So you know, and I alsoenjoy, I don't want to be one of
those people who's who's doingbig vision, eye things for the
company, but also not talking tothe customers talking with what
people need, you know, taking onthose roles, where I'm
(37:55):
interacting, actively actuallydoing demos, demonstrating our
software makes, because youdon't wanna be those people like
Paul Yeah, you know, I'm afounder, CEO, but I don't really
know how this software worksanymore. It's an updated so many
times. So that's what I wouldlike to always avoid is to have
some familiarity to be able toreally work with my team, from a
place of knowledge and not justa place of well, this is, I hear
(38:18):
what you're saying, but it's notimportant. You know, and I mean,
it's really great. I mean, Ithink can continuing to have
that connection with,ultimately,
your service, your product andthe users. I mean, that will
help you to evolve and benimble, because then you
actually know firsthand what isneeded. Yeah, so yeah, yeah,
(38:41):
that's great. Yeah, that'sgreat. Well, any other things
that you want to brainstorm inthe moment you need help on?
You're keeping you up at night?
Anything there? Ah, no, notreally. I mean, you just nailed
it on the head with whatopportunities are you gonna take
advantage of and, you know, thatkind of stuff. And I just think
we're just doing the best thatwe can I, you know, it's, it's
(39:04):
also, you know, there's onesmall thing that I'll touch on,
because it seems like I've doneso I've seen some of your
podcasts and things like that,that in a, it's as a female
entrepreneur,it's really much a lot of times
feels like a boys club. And sothere's not that many female
(39:26):
entrepreneurs out there. Andthere are more and more every
day. But I think that ourexamples and the mentors and the
things we have less to choosefrom, and a lot of the ideas of
what success is has been definedby men. And so it's like, what
is success? And as more and morewomen become successful
(39:51):
entrepreneurs, I think that it'sgonna be really fun to see how
we change the definition ofsuccess as far as like, we don't
need thefancy cars, necessarily. We
don't need the big houses, maybeit's more of a work life
balance. You know, it's otherthings that we're not killing
ourselves and dying at our deskinstead, it's, you know, it
(40:12):
other things. So, yeah, that hasbeen a kind of a unique
challenge in a lot of ways.
Because most of the time whenI'm speaking in a room, and I'm
talking to enterprise levelclients, I'm doing those that
it's all men.
So, yeah, it's funny, you saythat I, I feel the same. And I
(40:34):
feel like you have done such abeautiful job of being a woman
that is willing to empower otherwomen. And
you know, we're you and I, atleast from what I know, of you
strong enough to scan in a roomfull of men, but so happy to
help other women get in theroom? And so I can absolutely,
(40:55):
yeah, well, you know, has alwaysbeen my motto from the
beginning. And it's, it'sreally, right. And so when I,
like I said, 20 years, internetmarketing definitely started out
as a boys club, SEO, searchengine optimization, that kind
of stuff. Same thing. But youknow, we've, as women, like I
said, we're definitely branchingout becoming more. And there is
(41:18):
either they speak about thisruthlessness about amongst
women. And I don't think thatthat's necessarily true. When it
comes to successful women, itseems like in most cases, I have
been, you know, mentoredsupported the door open for me,
by other women, it's alwayslike, Oh, come here. You know,
(41:41):
let me let me introduce you topeople like, so. It is very,
it's great. And so it's not likea war between men and women.
It's just as there's moresuccessful female entrepreneurs,
I'm noticing that most of theones are all the ones that I've
met are very inclusive, verysupportive of other women. And
(42:01):
so it's not this ruthless placethat people think it is. Really,
it's like, come on, in, let melet me give you a leg up that I
didn't get or that I did get.
And so it's, it's great. I can'twait to see it for my daughters
and, and things like that,right. It's funny. You know, I
think as a, as I age, too,there's some wisdom that comes
(42:24):
with that, of course, and justthis understanding of how, when
you lean into who you are, atyour most, kind of pure core, I
think there's a lot of power tothat. And so, you know, even
even the other women that I'vemet, it's like, the
vulnerability, the transparency,the openness, the
(42:47):
the realness has been somethingthat, you know, I think, I think
I'm better able to help otherpeople when I'm as real as I
possibly can be. And it's notalways perfect. And you know,
but yeah, but I really, I thinkthere's a there's a new way for
women, like we can be open andhonest. It's not how it was when
(43:09):
I first started my career wherewe almost had to pretend that we
were super tough. And you'relike, you know, I'm working five
to, you know, 5am to 7pm. Tolike, keep up with all the guys.
And, you know, I think there's athere's a new way. So anyway,
and it's because of soldierslike yourself. Yeah, that are
saying it like it is great.
Yeah, you are so comfortablewith that, and so open and it's,
(43:32):
it's refreshing. You do it in away that is supportive and
compassionate. But it's alsolike, oh, wow, like, that's the
truth. And it's so refreshing tohear the truth is to kind but
you did, yeah. You saidsomething that I absolutely
agree with is that, you know, aswe become more authentically
ourselves, then, you know, wecan support the people. I think
(43:53):
that with age, right, you getmore comfortable in your own
skin. And once you really, likeyou said lean into who you are,
you realize that all the thingsthat you worried about weren't
important, and you become moresuccessful, you make better
choices, all of that stuff. AndI wish that we can just give
that same confidence toourselves and our 20s. And, you
know, that whole, like, leaninto it, but it is changing. And
(44:16):
I think that we're able to makeit as examples. We don't have to
be that tough.
You know, totally work. Nopersonal life, no family. I am a
mom, I have four kids in youtell you what, no one in my
industry had any idea hadchildren at all. I never I kept
(44:40):
that completely separate.
Because not only were theyjudging me, by my looks and my
age in my 20s but if they alsoknew that I was a mother, that
would have been like my careersuicide, you know, so it would
totally and everyone's like, Oh,that's not true. Oh, yes, yes,
it is true andSo to have to kind of really
compartmentalize my life for solong, then you're just you just
(45:04):
sort of get over it, but youhave some more clout, you've got
a reputation, some experienceand confidence that you know
what I can, I can do this withalso without, you know, excuses
and other things. So, yeah, it'sit's a really interesting
business dynamic that ischanging. And like I said, for
(45:25):
for,I want to see my daughter, you
know, it's like, it's changingfrom the generation before us,
to our generation to the nextgeneration. But yeah, it is a
lot to do with women that are inthese positions of power, who
can mentor and support and ifanybody is in that position,
that can do that for the nextgeneration? I know that my life
(45:47):
has been completely changed bywomen because of that, so
definitely, too, because itmakes a big difference. Yeah,
yes, me too. Well, I mean, thankyou for sharing your journey.
Andgosh, and I'm, I'm actually like
secretly hoping that like,clients, I told you, I would
introduce you to rope proof,you're hopefully listening.
(46:09):
Because you've built such anamazing tool that can help so
many people. And sothank you, thank you for doing
it. And thank you for beingwilling to chat with me about
it. I know that I'm gonna keepsending people your way, because
they need you. They need yourterminal. And it's easy to make
it super simple. You just jumpover here. And when people are
(46:32):
on it, they don't go they findvalue. We just made it really,
really easy. So really greatsaves on the customer service.
I'll tell youWell, yeah, gosh. I mean, you've
you've really built an amazingmodels. So yeah, yeah. Good job.
Good job. Yeah. Well, thank you,again, for being a part of our
(46:53):
show. And as you level up yourbusiness, I mean, if you need
anything, I'm here, we're here.
So keep doing what you're doing.
But if we could be of help, letme know. And otherwise, we'll
just stay in touch and I'm goingto follow along on your journey
and just be cheering for youfrom afar. I need all the help I
can get. So definitely I'll bein touch.
(47:18):
Good. Good. Well, thank youagain, Christy. It's really
great to see you again andcongrats. Keep up the good work.
Thanks, sir. I really appreciatethe opportunity. Thank you. All
right. Have a good day,everybody. Thanks for listening.
And if you're out there and youneed help, my comment is always
you're not alone. So call getsome help call us.
(47:39):
But you can do it as anentrepreneur or as a business
leader. And if you need point,northeast help up into the
right. We're happy to help. Sothank you have a great day,
everybody. See you soon.
Thanks so much for tuning intothis episode of level up your
business with me, Sarah Frasca.
If you have a problem in yourbusiness that's keeping you up
(48:01):
at night. Please join us in afuture episode so we can help
get you unstuck. Just clickingthe link in the show notes and
send us a message. Pleaseremember, stay innovative
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