Where'd they go? Check Kaylo.

Ideas are easy; it's the execution that's hard.

And there's no better way to learn this than by running your own company. So when a good friend of mine came to me with the idea of a location-sharing iOS app for families, and needed help building it, it was an easy yes.

The company – originally called "Kindred" before a name dispute – was Kaylo, a clever phonetic flip of "locate". And our original app was called "Kaylo Care", specifically targeted to families and nannies. The idea was simple: make location-sharing easy and automated for loved ones. No more annoyed texts like "Have you left work yet??".

Since we were appealing to families, and since location-sharing in general is, well, frightening, we needed a brand that was super friendly and buttoned up. We led with a subtle metaphor of plant life representing families. That paired with the startup MVP (minimal viable product aka what's the bare minimum needed to test this idea) approach informed our process. I oversaw the brand, product design, and marketing. My co-founder built the app and ran with the strategic vision.

We ran the business on the side for ~2 years before closing up shop. It's still one of my favorite projects to this day.