Smart start: separating drinking from driving[R].

• Author: Heffes, Ellen M.
• Position: THE OFFICE - Interview

How did the company get started?

Bettye Rogers, who was running another business, heard about the negative customer service experiences of one of her employees at an ignition interlock company. Sensing an opportunity, she founded Smart Start in 1992 under the principle that the DUI (driving under the influence) offender deserved the same respect as any other person. Hence, the company's focus on customer service. She sold out several years later to the current investor group.

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What events are significant in its evolution?

There were many important mileposts along the way. The pilot project in California was launched in the mid-1980s, a project that introduced and validated the concept. The recent adoptions of laws in rapid succession in various other states, laws that require ignition interlocks as an alternative to existing legal remedies, have also been instrumental. And the company has recently gotten involved in international expansion.

What about competitors?

Our main competitors are Drager Interlock, Guardian Interlock and Lifesafer Interlock.

How has the business model changed?

We use a full-service operating lease model. Customers lease from us on a short-term basis (such as one or two years). We report results to the relevant court-related monitoring group. We deliver through company-owned stores, independent contractors and franchisees.

Devices are becoming more sophisticated and we are introducing ways to make reporting of results to courts easier and quicker (such as daily reporting using cellular technology).

As mentioned previously, more and more states are passing laws that require offenders to have monitoring performed after a conviction. Currently, 48 states have some sort of interlock law.

With the introduction of our IN-HOM[TM] device, we have moved to segments other than transportation, areas that are growing even more rapidly than the rest of the company.

Current challenges?

Making sure the company stays on top of technological developments and has the ability to develop new products while at the same time enhancing existing products. We want to be able to continue to execute new and better ways to service our existing and potential new markets.

At the same time, we face human resources challenges. We're continually looking to attract and train the best people to help support our rapid organic growth. And we're constantly working to develop and implement controls that do not hinder our future...