RapidSOS: Scaling Partnerships & BD Through Creative Tactics

The Difficulties of Startup Partnerships

A significant hurdle for startups is establishing partnerships and driving business development initiatives. Larger organizations often operate with considerable inertia and complex internal processes.

Decision-making within these established companies can be remarkably slow, especially when viewed from the perspective of a fast-moving startup where timely agreements can be critical for survival.

Ultimately, most startups must overcome these obstacles and secure multiple partnerships to achieve sustainable growth and success.

RapidSOS: A Case Study in Partnership Building

RapidSOS provides a compelling example of a company that successfully navigated these challenges. Its business model relies on a robust network of relationships, encompassing numerous entities on both sides of its platform.

As RapidSOS scaled its data platform to enhance emergency 911 calls, it was essential to develop expertise in forging partnerships rapidly and effectively.

Previous articles detailed the company’s origins and core business; this analysis focuses on the strategies that enabled a small team to overcome the barriers to collaboration with major technology corporations.

Strategies for Successful Partnership Formation

The core of RapidSOS’s success lies in a series of innovative approaches designed to engage a broad range of stakeholders in its business.

This involves understanding the nature of these partnerships, the processes for establishing them, and the integration with existing software solutions within the 911 ecosystem.

Furthermore, RapidSOS prioritized educating 911 call takers at Public Safety Answering Points (PSAPs), collaborating with its existing customer base, and cultivating a strong advisory board.

Key Tactics Employed by RapidSOS

• Integration with 911 software vendors.
• Training and education for PSAP call takers.
• Collaboration with customer partners.
• Development of an advisory board.
• Leadership in industry initiatives, such as health profiles.

These efforts collectively positioned RapidSOS as a leading voice and innovator within the market, demonstrating the power of strategic partnerships.

By becoming a key thought leader, RapidSOS was able to influence the direction of the industry and solidify its position as a vital component of the emergency response infrastructure.

The Significance of Strategic Alliances

The term “partnership” is frequently used within the startup ecosystem, often with a deliberately broad definition. Essentially, it denotes a business relationship, typically formalized through a contract or statement of work, that unites two organizations around a shared objective. This differs significantly from a standard sale, where a company provides a product and support in return for payment; partnerships are generally more extensive and strategically focused.

They can encompass a wide range of collaborative efforts, including joint marketing initiatives, channel development, technical support, investment opportunities, and exclusive agreements.

Defining Mutual Benefit

Each partnership is distinct, making it crucial to first ascertain what a potential partner would gain from the arrangement. As Jessica Reed, VP of strategy and global partners at RapidSOS, explains, “It’s really about understanding what this company does.”

Whether the prospective partner operates in security, healthcare, or connected mobility, tailoring the value proposition to their specific industry is paramount. Significant time is dedicated to this process.

The Importance of Thorough Research

Comprehensive research and contextual understanding are vital, alongside interviews with experienced professionals. Effective partnership proposals originate from a deep grasp of a target company’s offerings, user base, core value, competitive landscape, marketing strategies, and future direction.

Identifying a catalyst for momentum – an industry trend that encourages potential partners to engage – is also critical for success.

Initiating Contact

When the time comes to reach out, leveraging existing connections is often preferred. Reed describes RapidSOS’ approach: “Certainly if there’s the ability to have a warm intro, we definitely go that way.”

However, direct outreach can frequently prove more effective, as it bypasses the limitations inherent in relying solely on a founder’s or business development team’s network.

Beyond the Contract

While negotiation is important, companies often overemphasize securing a signed agreement and underemphasize the importance of establishing a lasting, productive relationship. The focus should be on transforming the partnership into a successful project, potentially opening doors to future collaborations.

Scaling Partnership Management

For RapidSOS, which has managed a large network of partners, building a dedicated team and providing them with specialized training has been key. “It’s critical to make sure that you have the appropriate set of people in the team as well as tools to provide a really good customer experience,” Reed stated.

Maintaining open communication and consistently delivering a positive experience throughout the relationship’s duration are essential.

Addressing Diverse Partner Needs

Even with scale, recognizing the unique value of each partner and catering to their individual needs remains paramount. RapidSOS manages a diverse portfolio of partners, including software integration partners in PSAPs, staff within those centers, and technology customers building on their platform.

Focus on Head-Up Display Integration

Regarding RapidSOS’s integration partners who present its data within Public Safety Answering Points (PSAPs), the company emphasizes that these are the providers of software displayed on screens in 911 centers. This includes call-handling systems, computer-aided dispatch (CAD) solutions, and mapping applications.

RapidSOS maintains a neutral stance concerning the specific identity or function of its integration partners. The company prioritizes accommodating the preferences of the 911 center regarding data reception methods.

Crucially, RapidSOS’s capabilities complement those of its integration partners. The company has expressed no intention of vertical integration within the 911 technology ecosystem, such as acquiring a CAD provider.

Public safety software companies possess specialized expertise, and RapidSOS views collaboration as a key driver of innovation. This fosters a mutually beneficial partnership dynamic.

The landscape of vendors serving the local government software market is diverse. It encompasses large, nationwide companies alongside smaller, regional firms often founded by entrepreneurs with established agency relationships and bespoke solution designs.

This diversity presented RapidSOS’s initial challenge in establishing its data clearinghouse platform for 911 services. It became essential to ensure data accessibility across all software systems within a PSAP, necessitating integration with vendors of varying sizes.

Michael Martin, co-founder and CEO of RapidSOS, explained that building these relationships required varying levels of effort. Some collaborations were straightforward, citing a positive experience with INDigital, a 911 technology leader based in Indiana.

He attributes this ease of collaboration, in part, to a shared regional connection. INDigital quickly became a pivotal early integrator for RapidSOS.

However, securing integration with other companies sometimes demanded significant investment. “We often had to undertake substantial engineering and product development work on their behalf,” Martin stated, particularly when dealing with larger, established defense contractors.

A key element in fostering partnerships was offering functionality to vendors that was unavailable elsewhere. This created a compelling incentive for collaboration.

“We handle the complex task of integrating with partners and ensuring data accuracy,” Reed explained. “Subsequently, we empower them to present this information to their customers, enhancing their overall offerings.”

As RapidSOS has grown, this value proposition has become increasingly potent. The company’s scale amplifies the benefits for its partners.

“A pivotal moment arose when we emphasized that our goal wasn’t competition, but rather partnership in delivering this crucial data,” Martin said. This approach cultivated a community-driven effort to address the challenge.

Following years of dedicated effort, RapidSOS now collaborates with over 40 partners in this capacity.

The Importance of Direct Communication with 911 Call Takers

Although RapidSOS provides the RapidSOS Portal for direct data access to 911 call takers, the majority experience RapidSOS data through their existing software. Consequently, the company dedicates significant resources to educating call takers about the benefits of its platform, alongside collaborating with integration partners to incorporate RapidSOS functionality.

Having the end-users – the call takers themselves – request these features proves to be a powerful catalyst for adoption.

Extensive Training and Education Initiatives

RapidSOS invests approximately 20,000 hours annually in training and educational programs for call takers and their supervisors. These initiatives encompass a variety of formats, including in-person conferences, webinars, and individualized sessions.

Karin Marquez, senior director of public safety and a veteran 911 professional, emphasizes that RapidSOS views its relationship with 911 centers as a partnership, not a vendor-client dynamic. They aim to collaborate with call centers to address their specific challenges.

The challenges faced by 911 call centers are multifaceted, ranging from technology integration to personnel management and mental health support. RapidSOS is prepared to assist with any of these areas when requested.

Overcoming Barriers to Training and Adoption

One of the primary obstacles to engaging with call takers is simply securing their time for training. As Marquez explains, it’s difficult to pull personnel away from active duties – handling radio communications, phone calls, and console operations – to participate in educational programs.

Nationwide staffing shortages within 911 centers exacerbate this issue, compounded by the impact of the COVID-19 pandemic on agency resources.

RapidSOS adapts its training curriculum to accommodate varying levels of technological expertise among call takers. A significant digital divide often exists, requiring more support for experienced personnel nearing retirement, while younger, digitally native employees typically require less instruction.

The ultimate goal is to instill “muscle memory” in call takers, ensuring they can seamlessly access and utilize the software without conscious effort during high-pressure situations. Repetitive training and reinforcement are crucial for achieving this.

Results and Industry Recognition

These sustained efforts have yielded significant results. RapidSOS is now implemented in nearly 5,000 Public Safety Answering Points (PSAPs). The company’s brand recognition within the industry has grown substantially, with its leaders frequently presenting at industry events.

The increasing demand from call takers for RapidSOS integration has, in turn, prompted software vendors to incorporate the platform into their product offerings.

Building Partnerships: A Gradual Process for RapidSOS

Establishing collaborations with industry vendors and Public Safety Answering Point (PSAP) personnel through strategic alliances has paved the way for fostering relationships with technology firms eager to leverage the RapidSOS API and clearinghouse within their own offerings. Fortunately for the company, the market itself has significantly contributed to building momentum in this area.

As prominent companies such as Google, Apple, and Uber began investigating methods to incorporate safety features and enhance 911 calls with supplemental data, they encountered similar complexities to those initially faced by RapidSOS. It became apparent that these large organizations, whose core business revolves around developing popular consumer applications and devices, were hesitant to undertake the intricate infrastructure implementation necessary for improving 911 communications.

“We were incredibly fortunate that teams at Apple and Google were already addressing this very issue,” Martin explained. “They were actively working towards solutions and encountering comparable obstacles.” He continued, “In many respects, this success story is a testament to community collaboration and being in the right position at the opportune moment.” RapidSOS was established in 2013, but pivotal agreements with the two leading smartphone software companies weren’t finalized until 2018.

Challenges in Tech Company Partnerships

However, securing partnerships with technology companies isn’t always a straightforward process. RapidSOS recently announced a new collaboration with SimpliSafe, a provider of home-security products, enabling the direct transmission of incidents detected by its hardware and software to 911 call centers.

Initially, this partnership wasn’t immediately accepted. Christian Cerda, CEO of SimpliSafe and formerly COO at iRobot, revealed that the company had previously declined a partnership opportunity from RapidSOS. He stated that internal discussions centered on the potential for competitors like Ring and ADT to quickly follow suit if they proceeded.

The situation evolved as RapidSOS expanded its reach among PSAPs. “If the coverage was limited to only 10% of PSAPs, the response was, ‘Inform us when you achieve 80% coverage,’” Cerda noted. RapidSOS subsequently revisited the discussion, and Cerda was prepared to move forward. “It requires a commitment to a future vision, and both parties must successfully execute that vision,” he said. “The broader landscape needs to continue evolving in alignment with our shared perspective.”

From SimpliSafe’s perspective, partnerships offer a significant advantage for smaller companies. “Partnerships represent a means of competing with industry giants like Google and Amazon,” Cerda asserted. “Companies like ours must prioritize strategic alliances to enhance competitiveness, mirroring the internal capabilities of these larger organizations, and we should actively pursue even more such collaborations.”

RapidSOS is actively expanding its partnership network. The company recently launched the RapidSOS Partner Network, comprising 20 initial members who are integrating their technologies with the RapidSOS Portal and clearinghouse platform. For example, Axon, known for its Taser electroshock weapons and police body cameras, is now a partner and can transmit video data from its body cameras directly into RapidSOS Portal.

These various partner groups mutually reinforce each other. 911 call takers are increasingly expecting their software vendors to support RapidSOS, and they often recommend RapidSOS to prospective technology companies.

ZeroEyes, which employs AI and video streams to detect firearms in locations like schools, provides an example of this synergy. Rob Huberty, the company’s COO, explained that they sought feedback from call takers during the initial development phase. “We approached a local PSAP and inquired about how to gain their attention,” he said. “They responded that they evaluate numerous solutions and were the first to suggest, ‘There’s software called RapidSOS that could deliver messages through us.’”

Ultimately, partnerships generate further partnerships, creating a scalable engine for growth.

Insights into RapidSOS's Strategic Growth

Our previous analysis explored how RapidSOS cultivated relationships with key stakeholders: 911 call center software providers, Public Safety Answering Point (PSAP) personnel, and technology companies. However, we haven't yet detailed specific strategies employed to expedite these developments.

Two tactics are particularly noteworthy: the deliberate construction of its advisory boards and the initiation of a company-wide effort centered on emergency health profiles.

Building a Robust Advisory Network

Since its inception, RapidSOS has consistently expanded its advisory boards. Currently, the company boasts eight members on its Tech/Telecom advisory board, sixteen on the Public Safety/Government board, and seven on the Medical, Academic & Product board.

Notable individuals include Adrian Fenty, former mayor of Washington, D.C.; Steve Souder, a respected figure in the 911 industry; TJ Kennedy, previously president of the First Responder Network Authority; and Tom Wheeler, former chairman of the FCC.

For startups, advisory boards offer multiple benefits. Members can deliver crucial feedback on product and marketing strategies, accelerating the pace of improvement.

They can also facilitate introductions to prospective clients and collaborators, enhancing a startup’s ability to connect with the appropriate decision-makers.

The Value of Experienced Guidance

Furthermore, the reputation of board members can lend credibility to a young company lacking established brand recognition, especially during its initial phases.

“In the early stages of building a company, prioritizing customer feedback and industry understanding is paramount,” stated Reed. “As we developed the emergency response data platform, partnering with public safety was essential.

Recognizing our status as emerging entrepreneurs, we understood the importance of seeking guidance from experienced professionals within the public safety community to ensure the platform’s optimal development.”

Scaling the Advisory Approach

While some startups limit their advisory network, RapidSOS intentionally avoided such constraints, given the diverse range of partners it needed to engage.

With over 30 advisors, the company can readily establish connections with virtually any potential partner or customer.

The Importance of Comprehensive Emergency Profiles

RapidSOS is deeply committed to enhancing the capabilities of first responders. As the company’s influence expands, it has proactively initiated numerous collaborative efforts across different sectors to improve support for this vital community and strengthen its existing relationships.

A key undertaking is EmergencyProfile.org, a collaborative project involving RapidSOS, the American Heart Association, the American Red Cross, and Direct Relief. This initiative empowers individuals to create a comprehensive Emergency Health Profile, which can be automatically shared with first responders or 911 dispatchers during an emergency. While Apple’s iPhone Medical ID and Google Pixel’s Personal Safety features offer similar functionality, EmergencyProfile.org provides an accessible alternative for those without these devices.

Reed emphasized the significant impact of readily available patient information for emergency medical teams. Knowing details like a patient’s name, birthdate, and allergies – such as a penicillin allergy – can dramatically improve care and potentially save lives.

Marquez, drawing on her experience as a 911 operator, highlighted how this health data complements existing information available to call centers. This supplemental information can prove invaluable as situations evolve and responders arrive on the scene, aiding in informed decision-making.

Critically, these profiles also include essential emergency contact details. This is particularly important for officers needing to quickly reach next-of-kin, a process that can sometimes take considerable time – minutes or even hours.

Although the automatic transmission of health information to first responders seems logical, it’s a complex issue, as highlighted throughout this analysis. Federal health privacy regulations, like HIPAA, create significant hurdles for synchronizing health data between medical providers, technology companies, and emergency services without explicit user consent. Therefore, users must actively create and upload their profiles, signifying their agreement to data sharing in an emergency.

Beginning on a farm in rural Indiana, RapidSOS has grown into a multinational organization serving thousands of call centers and hundreds of millions of devices. Last year alone, the company processed over 150 million calls. As the demand for richer data delivery to frontline workers increases, its API and product suite are becoming increasingly central to the market.

The latter sections of this analysis reveal several key lessons. Firstly, it’s vital to actively listen to the market and adapt strategies when necessary. The company’s decision to abandon its consumer app, Haven, despite continued investment, demonstrates a willingness to pivot towards a more successful path.

Secondly, successful entry into new markets – especially those outside traditional tech and enterprise – requires hiring individuals with direct industry experience and integrating their knowledge throughout the organization. For example, construction technology companies should prioritize hiring construction professionals to leverage their understanding of the industry’s nuances.

Finally, viewing all industry participants as a unified community can be incredibly powerful, particularly in fields like emergency response where work carries significant emotional weight. A positive and collaborative approach can accelerate momentum for a new company.

Unlike some recent analyses, RapidSOS remains in an early growth phase, having recently consolidated all essential business components over the past two to three years. Continued growth, expanded partnerships, and further international expansion are anticipated in the coming years.

We will now shift focus to the fourth and final part of this analysis, examining the challenges facing America’s 911 infrastructure and the limited impact of a decade of lobbying efforts.

RapidSOS EC-1 Table of Contents

• Introduction
• Part 1: Origin story
• Part 2: Product and business
• Part 3: Partnerships
• Part 4: Next-generation 911

Explore other EC-1s on Extra Crunch.