20 Odd Tech Startup Names And The Real Stories Behind Them

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CEO: Claus Moberg

Headquarters: Madison, Wis.

SnowShoe is developing a mobile authentication platform, currently in beta. CEO Claus Moberg founded the company as a college student, after entering and winning a business plan competition for profitable climate change ideas. "Our original idea was to build a smartphone app that would help people buy more environmentally friendly food items at their grocery store by offering them digital coupons for food items with low carbon footprints," Moberg told CRN. "We chose the name because snowshoes decrease the depth of your footprint." To get the technology working with customers' cash registers, SnowShoe invented coupon redemption authentication product SnowShoe Stamp. "We quickly realized that we had invented something that had a lot of value for a lot of different uses, and soon thereafter, we pivoted the company to solely pursue this new authentication technology. Through all of it, the name stuck," Moberg said.

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