ROAR for Good is a startup company that has just released their first product, Athena, a discreet device that can be worn as a piece of jewelry and alert loved ones when under attack. It is a smart safety jewelry and the small circular magnetic clip is equipped with Bluetooth and an activation button, which when pressed sends a distress signal to selected emergency contacts through the user’s phone. The company ROAR, has been investing in non-profits that teach healthy relationships to young children. This company is committed to reducing violence and empowering women. Not only is this company promoting safety, it is also promoting itself through other non-profits.
The consumers this product is targeted to are predominantly women, who will definitely want to buy this product because of the assurance of safety. ROAR believes women shouldn’t be made to change their lifestyles in order to feel safe, like learning self-defense and carrying pepper sprays. It also has an alarm mode, which is intended to spook an attacker and prevent things going from bad to worse. ROAR even built a silent mode into Athena, which allows the distress signal to be sent out without triggering the alarm. Both options can be changed by the user. This product was funded by a crowd funding campaign and has attracted a lot of positive interest and potential customers. If this product is marketed well, through the use of advertisements, then this product could reach the hands of many women.
However, this product is not perfect. It must be held down for three seconds to activate the signal to avoid false alarms, but a false alarm could still happen. The button also does not directly alert 911, but alerts your emergency contacts whom can then call 911. Athena is also not the only device available in the market, so it will definitely have some competitors. For example, there is an App called SafeTrek, which is a personal safety app. When in an unsafe area one can open the app and hold their thumb down on the safe button until they reach a safe area. Once you release your thumb you must type in your 4 digit pin, if there is an emergency you simply do not enter your pin and the local police are notified of your location and emergency. This is a great competitor for Athena because it is a free application from the apple store and alerts the police immediately. Another problem with Athena, is that it is $75, which is pretty expensive. The price will definitely deter some women from buying it.
I definitely do think this product will become popular, especially since personal safety has become a very important and big issue. However, I think the price will definitely make consumers look into other products that offer the same safety features. I do like the idea of having a nice necklace that can be worn for fashion and for safety. It does have a Bluetooth connection to one’s phone which is not a new technology, but is a new way to use the technology. ROAR definitely has some work to do, especially keeping up with competition.