60 second start-up: Mifile

0-5 seconds: Sum your business up in a sentence:

MiFile is a subscription service, that allows anyone to help in an emergency by checking a unique ID online and sending an SMS alert to the subscriber’s key contacts to let them know what has happened.

5-10 seconds: What's the business model?

We offer an annual or monthly online subscription service, which provides global care in the event that someone is in an accident or emergency.

By wearing your MiFile ID and using our secure system, you can easily manage your personal health information, care wishes and key contacts online – plus decide which information to share publicly and which to make available to medical professionals only.

In an emergency situation, anyone arriving on scene first can help by searching for a MiFile number on our secure server. They’ll be able to view basic information and choose from a list of preset messages to notify a key contact, letting them know where you are and what has happened. Registered medical authorities will be able to view the full profile and send key contacts a more detailed notification via email and SMS. We’re fanatical about privacy, so all our customers are assures that their data is safe and secure.


10-15 seconds: Who are your competitors?

MiFile is quite unique in providing a secure and private messaging service to our subscribers.  We also allow subscribers to record and share any medical, allergy and care wishes but in a way that they can update as regularly as they want.  The closest competitor is probably someone like MedicAlert or people with engraved jewellery – however our focus is much broader than these solutions that tend to focus on medical conditions.

15-20 seconds: What's your USP?

MiFile is a unique service that can send an SMS to your loved ones in case you are in an accident and can’t speak for yourself. It can also help speed up your treatment by sharing key medical, allergy and care information. It is inexpensive, secure and is for everyone.

20-25 seconds: How have you funded it so far?

The service is self-funded by the founder and by equity partners, specifically MediaVision Interactive who provide digital marketing.

25-30 seconds: What were you doing before?

For 15 years I’ve worked in IT consultancy, doing solution architecture and programme delivery.  During this time I’ve worked for some large consultancy companies on some very interesting accounts – from fashion companies through to multi-national identity programmes.

30-35 seconds: Where did the idea come from?

As an international traveller it occurred to me that there was no easy way to connect me with family in South Africa or Australia if I was in an emergency.  Given the wide adoption of technology balanced with the importance of security and privacy, it just seemed like a solution that would be useful to everyone – whether you’re a traveller or parent of growing children.

35-40 seconds: What's the smartest thing you've done so far?

Deciding to take the plunge and commit to my own business.  It’s very easy to stay in your safe job, collecting your monthly salary.

40-45 seconds: What's the stupidest?

Staying in safe employment for 15-years - I wish I would have taken the plunge much sooner.

45-50 seconds: If your business was a biscuit, what would it be?

Hm.  Probably a chocolate chip cookie, because that’s something everyone likes!

50-55 seconds: Which idea are you a bit jealous of?

Amazon (AWS) – their web hosting service more than the online store part.  They had to build a world class technology solution for themselves, and then worked out how to sell that to companies to create a whole new business.

55-60 seconds: Where are you going to be in 12 months' time?

Getting out to the US, Europe and wherever I can to promote MiFile as a global solution. This will take on a lot of promotion, but it something I am commited to doing to grow the business.


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