G2M’s mission to signpost those with bright ideas way to market

Unless drivers are using a full hands-free kit, they are prevented from making calls while on the road, and the software also stops the individual reading emails, sending texts and browsing the web, helping businesses to ensure their employees are driving safely.

G2M Technologies was founded by Andrew Tillman, who was formerly strategic development director at Leeds-based Masternaut, and Robert Goldwater, who was previously Masternaut’s sales director. Their new business, based at Thorpe Park, Leeds, aims to help technology companies bridge the gap between creating successful products and realising their revenue potential.

Mr Tillman said: “Many innovators create outstanding products that have great market potential. However, in our experience a good product does not always translate into high sales and business growth.

“Using our expertise and extensive contacts in many of Europe’s largest fleets, we can give them the ability to turn their great products into great businesses, by providing everything from technology validation, to their own dedicated sales team.”

US-based business, 10n2 Technologies, which didn’t have its own UK sales force, developed BizProtect. G2M Technologies is now helping to bring the product to the global market.

Many companies have no-phone-when-driving policies but they have no way of enforcing them, explained Mr Tillman, adding: “The cost to UK businesses from accidents caused by distracted driving is growing exponentially together with the human cost and consequential devastation.”

Mr Goldwater said: “Our anti-distracted driving software promotes safer driving and protects enterprises and consumers from the dangers of drivers whose attention is diverted to electronic devices whether reading emails, sending texts or browsing the web.

“This is the only technology of its kind in the market that differentiates between being a passenger and a driver in the car. It will undoubtedly save lives, reduce injuries and reduce accidents on the road.”

Mr Goldwater and Mr Tillman left Masternaut, which provides vehicle tracking devices and mobile resource management, at the end of last year.

The business was founded by Martin Port, who built it into a market leader before selling it to Europe’s second largest airport group, Aeroports De Paris, in a deal worth £20m in 2009.

Masternaut was then merged with smaller rival Cybit in April last year, with the new company, Masternaut Group, being owned by Cybit’s parent, Francisco Partners, the US private equity firm.

Mr Tillman and Mr Goldwater decided to set up G2M Technologies after having been approached by firms which had developed innovative technology products but had had difficulty in bringing them to market. Mr Tillman explained: “They had all produced innovative products that filled a gap in the market, or provided a better or more effective way to fulfil a business need. Unfortunately, the other thing they all had in common was a difficulty selling their products in volume.”

He added: “There is an incredibly rich seam of small companies, inventors and software developers who have great skills in creating technology products here in Yorkshire and further afield.”

G2M Technologies, which has been operating for less than a month, aims to build a portfolio of products aimed primarily at commercial fleet operators and mobile workers.

There are two more deals in the pipeline, said Mr Tillman, and the firm is close to reaching agreement on its second product, which has been created by a Yorkshire-based company, he added.

Mr Goldwater said BizProtect has attracted interest from fleet customers, insurance partners and motoring organisations, adding: “It’s just the first in a range of complementary solutions we will be launching in the coming months.”

The plan is to expand G2M Technologies by employing staff over the next six to 12 months, initially salespeople and telemarketers.

Mr Tillman said: “Then we want to take our business model to a wider audience so, although our own area of sector expertise is in products aimed at vehicles, vehicle fleets and mobile workers, we would like to bring in people with similar expertise to our own in different markets so that we can look at products aimed at different sectors entirely.”

The mantra of the business is to turn great products into great business, said Mr Tillman.

“It takes years of building the relationships that create not only a large customer base, but also the ability to get in front of the right people within those organisations,” he explained. “It’s all very well building a product that you know is ideal for the large corporates but it’s near impossible to get to the senior people within organisations of this size to sell them to; which is one of the main areas where our expertise lies.

“We have relationships with thousands of businesses, not only in the UK but globally, who trust us to provide them with products they can rely upon and who know we will always work in their best interest and with integrity.

“It’s also generally not understood what the criteria of large organisations are in terms of product performance, compatibility, scaleability and resilience and we have years of experience in creating technology products for some of the largest companies in Europe. This means we are able do technical due diligence on their products to ensure they fulfil those requirements.”

There are so many potentially great businesses out there, said Mr Tillman.

“If we really are serious about kick-starting the economy and getting out of the recession, it’s the new ideas, the new products that will ultimately contribute to growth.

“We believe that the majority of new UK businesses will be technology-based. There really is a strong skill-set in technology in Yorkshire and the UK in general and we are genuinely excited at the prospect of working with these businesses,” he added.

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