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How to Free Up Space on Your iPhone or iPad.How to Block Robotexts and Spam Messages.Whether parents will heed the warnings is unclear.
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In September, it released Connected Care, software that tracks oxygen levels, heart rate and sleep performance over time for $7.99 a month and that it says will have the ability to warn parents of looming health issues. With or without doctors' blessings, Owlet is forging ahead. "I loved the fact that the cofounders are young dads," Mycoskie says. Many of its investors, like Toms Shoes founder Blake Mycoskie, are parents themselves. Owlet says it's applying for FDA clearance on a medical version of the sock, and it's planning to raise more capital this spring. In fact, the association's 2016 safe infant sleep report advises against the use of such devices "to reduce the risk of SIDS." "The FTC rules are that you're not lying about your product," Workman responds, "and we're making sure we're not lying about the product."īecause it does not sell its Smart Sock as a medical device or claim that it saves lives, Owlet says it isn't subject to regulation by the FDA and isn't endorsed by the American Academy of Pediatricians. "If a company is reposting claims from someone else," says FTC staff attorney Michael Ostheimer, "it's adopting those person's claims as their own ads, and they are liable for those claims." Such endorsements-the company gave Wilson a sock in exchange for the post-are supposed to comply with Federal Trade Commission guides. I feel compelled to help spread the word about the Owlet Smart Sock." The company recently shared a post on Facebook by mommy blogger Ashley Wilson, who wrote that Owlet allowed her to sleep at night: "Very recently a friend tragically lost her baby to SIDS. The founders also toned down the promotion, switching "alert" to "notification" and swapping "breathing" for "heart rate and oxygen levels." The company's disclaimer notes that the product is not intended to "cure, treat, or prevent any disease or health condition, including, but not limited to, Sudden Infant Death Syndrome (SIDS)."īut Owlet does amplify the voices of parents who say they bought the device to ease that fear. Bolstered by distribution through Buybuy Baby and Amazon, sales exceeded projections. This past March, the company released Smart Sock 2.
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It extended the base station's Bluetooth range and reworked the algorithm to reduce false alarms. Owlet subsequently raised $22 million to redesign the sock to mitigate the burn risk and improve the fit. There were also some negative reviews (most citing the then-$249 price tag), including reports of frequent false alarms and even some burn marks created by the sensor. In the months that followed, their Facebook video ads-proclaiming that Owlet is #ThereWhenItMatters-went viral, producing millions of views and hundreds of thousands of likes and shares as parents bought the sock and spread the word. In October 2015, Owlet rolled out its Smart Sock. After Techstars, the Owlet team flew back to Utah to continue product development, setting up in suburban Lehi, south of Salt Lake City. Two months later, they were saved by a $1.8 million seed round led by Azimuth Ventures. With a bank account nearing zero, the founders met at a diner in Queens in February 2014 to determine how long they could go without paychecks. But they soon burned through their cash developing a prototype that didn't work. During the Techstars program, Workman pitched Owlet as "the next infant car seat," a safety device that would save thousands of lives.
Publicity from pitch competitions helped bring $290,000 in funding and more than 2,000 preorders. That December, after Owlet was accepted by startup accelerator Techstars, the founders moved their families to New York City. They all had newborns or babies on the way, and by May 2013 they had all quit their jobs or dropped out of school to build Owlet. Three BYU classmates-Jordan Monroe, Zack Bomsta and Jake Colvin-soon joined him to found Owlet, so named to suggest watchfulness. Workman started researching pulse oximetry, a medical technology used in hospitals to monitor vital signs. "We have monitoring on our cars and pets and homes," he says, "but parents wake up in the middle of the night and wonder if their baby has stopped breathing." Shea had been born with a heart defect, and the couple, then students at Brigham Young University, feared their children might inherit the condition. Workman, 28, says he got the idea in 2012 when he and his wife, Shea, made the rounds of doctors' offices as they planned for a family.
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