The hunting community is close-knit, The hunters Jeff and Tara Peel set out on a weekend trip in Wisconsin and met fellow hunter Ben Stern, they became fast friends.
Stern had developed a new hunting camera to allow his aging grandfather to share the experience. Branded as Tactacam, the point-of-view camera could be mounted to a bow or rifle to record a video of the hunt, which could then be shared with his grandfather to allow him to see what Stern saw out in the woods. Stern gave one to the Peels to try; they were immediately impressed.
A few months later when word got out that Stern wanted to sell Tactacam, the Peels proposed working together. The Peels, Stern, and a fourth partner, Ben Thorud, then united to scale the outdoor camera business.
Disrupting the market
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