Alpha 6 Weekly Update: Anne Lawlor, Journey Protector

BY Natalie SimpsonJune 21, 2019

woman standing in front of stage

Huckletree Alphas Unite

We’re halfway through June, and there are just two weeks left on the Huckletree Alpha programme.

Time is flying and we’ve had some amazing workshops and mentoring sessions in London and Dublin – a group favourite being the Marketing and Branding session run by Natasha Lytton from SeedCamp, which delved into the 3p’s: the Purpose, Positioning, and Personality of company branding.

To top it all off, yesterday evening we saw both Alpha cohorts come together for the highly anticipated investor evening at Huckletree Shoreditch.

Our Alphas had the chance to showcase their pitches to a room full of VC’s, Alpha Alumni, and Huckletree friends and family. This was followed by an investor speed networking session in the library, and drinks in the sunshine on the rooftop terrace.

Without further ado, let us introduce Huckletree D2 Alpha; Anne Lawlor, CEO of automobile tracking service,  Journey Protector. Read on to find out what’s been going on in Dublin’s most innovative freight-tech company.

Freight Tech Gets A Makeover

How did you come up with Journey Protector and what makes it different from other similar companies?

We were approached by a truck driver who had been badly beaten by clandestine stowaways in the rear of his vehicle.  He was unable to get any help from the authorities and therefore crossed the border to the UK side of Calais where he was fined.  He asked if there was a product on the market which would prevent this from happening again.

We searched the market and found that there was no such product available, so we designed and built our own.

What about Huckletree Alpha are you looking forward to the most?

We are looking forward to refining Journey Protector’s mission statement and pitch.  We are also looking forward to learning more about term sheets and valuations.

Are there any specific challenges that you’ve faced and overcome?

As a woman, I have always had to prove myself to my male counterparts (having worked mostly in a male-dominated field).  Once people take the time to get to know me as a business person, most of the issues go away.

Our values at Huckletree are ‘Stay Curious and Be Renegade’, how do these apply to you?

I have been accused more than once of being out of the box, I don’t see this as a bad thing.  I feel that if you are in the box, you can not explore new possibilities as you are hemmed in by someone else’s boundaries.

Who is your dream dinner guest and why?

My dream dinner guest would be, if death was not a barrier Nikola Tesla, he was a man who was ahead of his time and underappreciated while he lived.  If I were to choose a living guest it would have to be Chris Hadfield, he is both amusing and interesting.


Natalie Simpson

Marketing Assistant