Candid answers from our CEO

Recently, local government officials discussed possibilities with our staff. In the process, the inevitable questions came up. Our marketing team went back to our CEO and posed them.

Q: “In your opinion, is the issue as serious nationwide as it is in Miami?”

Unfortunately, bicycle accidents and fatalities continue to plague Miami-Dade and Broward counties. According to the National Highway Traffic Safety Administration, last year we lost close to 1,300 cyclists nationwide. Figures differ insignificantly between NHTSA and national Safety Council, mind you. These were labeled as "preventable." In layman's English, it was a matter of awareness on the part of the motorists and the cyclists. Such mortality rate defies programs, paths, signage and ordinary warnings.

Q: “What makes you so sure that your device will work better than the signage we have in place”

There is a little space in our brains called the anterior cingulate cortex (ACC) described by scientists as the "oops" center. It works at a subconscious level to help us recognize (and avoid, hopefully) high-risk situations. We've conducted extensive research about this subject as it is the essence of my invention. Essentially, our brain is lazy. That is why we are able to text, talk, argue, even write messages while at the helm of a vehicle or a bicycle. When the traffic light before us turns yellow, in spite of peripheral activity, the ACC triggers a warning that "something is about to happen." It does so from memory recall. The brain has just fired a signal from memory that tells us that we "ought to do something about it." The second signal is to lift your foot from the accelerator, or easy on the pedals, and the third signal would be to push or squeeze the breaks. It is the very best we can hope for as brain reactions. As such, the key aspect of this type of awareness--one that certainly breaks the monotonous moment--is much simpler than what we would think scientifically. It is a bright light. There is a good reason why emergency and law enforcement use the brightest of lights to let us know that "help is on its way.”

Q: “Why do you claim that this is a device for cyclists and motorists?”

Our device, in general terms, is a relay mechanism comprised of a bicycle sensor (which could be built into the frame, attached to the bicycle, or worn as a watch), a receiving box (fixed to a pole or other permanent structure on the sidewalk) and a bright red light with shape of a bicycle. As the cyclist triggers--automatically--the box on the sidewalk, the signal is instantly transmitted to the light a block away. The light begins to flicker and continues to do so for a 30 to 45 second period (which could easily be adjusted, depending on the intersection). What we are going for is to capitalize on the recall memory and its response to bright lights. That simple. We believe that positioning our gadget in critical areas along the way will let drivers know that a cyclist is in the area and prompt them to "ease their speed" and "look for cyclists."

Q: “Has it been tested or evaluated?”

Our prototype has been demonstrated numerous times tu audiences. Testing was based strictly on real situations that were recorded on video in numerous traffic environments, both during the week and on week-ends. In fact, during the week, testing and evaluation was conducted at peak hours (rush hour), as well as non peak, on rainy as well as clear weather. On week-ends, the environment changes drastically, as does speed, behavioral patterns and volumes. All testing and evaluations point in the direction that we must address the subconscious rather than the physical (such as barriers or mandatory stops). Particularly on week-ends when you tend to have a heavy mix of road racers, leisure riders, and families sharing the same paths.

Q: “Are these paths unsafe?”

Those portions of busy roads painted green are no more and no less than a skinny piece of the road seemingly dedicated for bicycles. Physics were not taken into consideration when looking for an immediate solution. Painting the very same road where cyclists lost their lives, or placing flat yellow signs with the silhouette of a bicycle painted in black do not catch the attention of drivers. It is a false sense of security for riders, but nothing further. Take Miami-Dade County for instance. A couple was killed on a road leading to Key Biscayne not long ago. As a result of this, the county placed a few plastic tubes to signify the difference between the green portion and the other lanes. Bendable, thin plastic, much in the way to differentiate HOV lanes. The local government is assuming that the anterior cingulate cortex will let drivers know that this path is protected. Similar, far more dangerous gadgets were installed on the Venetian causeway as a result of another cycling fatality. Thick, high rubber bumps that ultimately proved to be dangerous to cyclists because of the narrow green lane. The average weight of a vehicle is 4,000 lbs. At an average speed of 20 miles per hour (equal to a fast bike rider), the slightest mistake on either of them is catastrophic. Awareness is the only solution. Make the brain aware that you need to “do something,” even subconsciously.

Q: “So, it works like traffic lights, correct?”

Similarly, in the sense that it wakes up the subconscious reaction of your brain. Tests have demonstrated that drivers tend to “lift” their right foot in anticipation of “something.” The conscious reaction would be when the light is red, then you instruct your foot to stay on the break until it turns greens. You have to process this. Thus, the subconscious helps us react to external stimuli, such as the flashing red light with the bicycle silhouette. The secondary reaction is cognitive. Your brain associates the light with the possibility of a rider being close to you. As simple as that.

Q: “It would seem simple on the surface. Does your invention cover any other items?”

Our sensors can easily be attached to our app. At this level, there are two things that happen. First, the system records all your activity (GPS and other parameters) which can be downloaded or shared with family or friends for safety. Second, it can be linked to local authorities for a comprehensive report of trajectory, time, speed, and stop time. In the event of an incident—not necessarily catastrophic—all this information would be readily available for examination. Another layer of safety and protection that no other product offers.