Sara Murray, Founder & Managing Director, Buddi Limited, and Governing Board Member of the Technology Strategy Board

Sara Murray (M.A. Oxon) is a serial entrepreneur. She founded Ninah Consulting, which uses proprietary software to advise clients including GSK, Diageo, CGNU, Comet and Coca-Cola on marketing effectiveness. In 1999, Sara founded inspop.com. She built and sold the online company with over 250,000 customers to the Admiral Group, and renamed it Confused.com. Sara then founded and now runs buddi, a GPS personal tracker which locates people instantly. Sara was a non-executive Director of Schering Health Care and is

a founding board member of Seedcamp - a start-up school for technology entrepreneurs. Sara was a finalist in the 2008 Blackberry Awards for Women in Technology and the Re

al Business First Woman Awards before being named Entrepreneur of the Year at the Orange Business Awards in 2009.

Sara Murray founded Buddi after a series of events including losing her daughter in the supermarket and being told by the security guard to go and stand at the car park exit and look into the cars as they left. Another experience during a skiing holiday where she was asked by an instructor to write her telephone number and name on a piece of paper and place it in her daughters jacket pocket led her to question the lack of personal safety devices available on the market.

Murray's knowledge of GPS technology and her experience in starting up electronic and internet businesses led to the development of Buddi. Buddi has enjoyed great success in the UK and there are plans to expand into South Africa and the rest of Europe.

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