Theresa Reno-Weber – Her Journey from Startup to Global

Episode 21:  Today, Omar Ayyash, President & CEO of the World Trade Center Kentucky interviews Theresa Reno-Weber, CEO of GoodMaps, in Louisville, KY.  They provide an innovative, indoor mapping and navigation platform.  Omar and Theresa discuss a variety of topics including how GoodMaps was spun off from a non-profit and continues to experience rapid growth on global scale.

Meet Theresa Reno-Weber

Theresa was initially hired into GoodMaps as the COO, and later assumed the role of CEO.  She began her career as an officer in the US Coast Guard.  After serving our country, she transitioned into a consulting role with McKinsey & Company.  She became Louisville’s Deputy Mayor during the Fisher administration, in Louisville.  After the second term, she became the CEO of Metro United Way, serving a number of counties in Kentucky and Southern Indiana.  Theresa earner her Master’s in Public Policy from the Kennedy School at Harvard.

During her time with McKinsey, she was based in Brussels.  She later relocated to the Washington DC office.  She has experienced working with a diverse range of clients in Saudi Arabia, Dubai, Europe and US domestic clients.

Omar notes that many consultants find themselves evolving into entrepreneurs.  Theresa points out that she was an operator who gained valuable insights and experience in the area of strategic thinking while at McKinsey.  She loved the thought-leadership and tools McKinsey provided, but really wanted to return to the operator role.

 

STEP Grant for Dubai Trade Mission

Omar and Theresa initially met based on her involvement with a Kentucky STEP grant.  This grant is often leveraged by companies seeking export assistance.  GoodMaps is a STEP grant recipient.  Omar approached Theresa regarding an upcoming trade mission to Dubai.  She signed up and was able to use the funding to attend the GITEX technology expo in Dubai.

GoodMaps is currently in 11 countries, so the opportunity to gain the exposure in the Middle East region was invaluable.  There is an abundance of potential business relationships in the Middle East, given so many people spend significant time indoors, due to the heat.  The UAE, in particular, has been incredibly innovative with utilizing technology as part of its infrastructure.

The contacts and connections made via Expand North Star, AmCham Dubia, the US Commercial Service, the World Trade Center Dubai and others made it a very worthwhile trade mission for Theresa and GoodMaps.  They’ve already offered 2 proposals and look forward to additional business opportunities.  She strongly recommends the WTCKY trade missions.  She comments on how surprised she was with the access to regional leaders and the conversations she was able to have.

GoodMaps was able to secure booth space at the Expand North Star event.  It was an exciting exposure for GoodMaps, given the enormous traffic and regional interest shown at the event.  Being present at an event, such as this, is a valuable first-step toward forming those critical relationships.

The Evolution of Dubai and the Region

Theresa was originally in Dubai in 2007.  Coming back in 2024 was a very interesting experience.  The changes are incredible.  During her first trip, there was one major road.  Surprisingly, she actually found a TGI Friday’s there.  There was one shopping mall.  It was just getting started with its progress.  What she found in 2024 was significantly different.

Theresa comments on how inspiring it is to see how Dubai put a strategic growth plan into place and has made so much progress toward achieving its bold vision.  Dubai is a very ex-pat friendly environment.  Today, it’s a thriving market with a very bright future.

The trade mission participants also had the opportunity to meet the government lead for AI strategy for Dubai, who has a role as a minister illustrates the commitment to embracing technology and innovation.

Omar has been connected with Dubai since 2009.  At first, it was more of a franchise-model relative to business growth and development.  Now Dubai and the UAE have many of their own brands, which are being exported throughout the world.  It’s been an exciting journey for Dubai’s evolution.

Theresa also comments on the way Dubai embraces entrepreneurs and professionals, including women.  During her early years while working with a Saudi client, she wasn’t able to go to Saudi Arabia.  However, they were able work in Dubai.  She notes that Saudi Arabia is beginning to shift its views of the acceptable roles for women.  Dubai and the UAE is setting the new standard for the region.

Advice for Anyone Interested in Participating in the October Trade Mission to Dubai

Omar asks Theresa if she has any advice she’d be willing to offer.  She begins by recommending the Kentucky STEP Program.  It would actually cover the cost of participating in the trade mission.  This is especially important for startup companies that may not be able to fund the experience on their own.

She also highly recommends connecting with Omar early in the process.  Additionally, the US Commercial Service can also help to facilitate meetings, introductions and research for US companies interested in growing business, abroad.

How Relevant is the World Trade Center for Kentucky Startups and other Businesses?

As a result of Theresa’s experience with the trade mission, she’s able to understand the value of the connections and relationships the WTCKY can leverage to help businesses interested in cultivating international business, all over the world.

Many businesses can accelerate their growth strategies by working with all of the resources offered by the World Trade Center Kentucky.  We’re in a global economy.  A relationship with the WTCKY is increasingly relevant for Kentucky companies.

Omar notes that Kentucky had $40 billion dollars in exports.  There are 330 World Trade Centers in 91countries.  Each one is ready and able to help businesses to succeed.  The World Trade Center Kentucky is an aggregator, when it comes to resources and connections.

GoodMaps From Startup to Scale to Global

GoodMaps is a Louisville-based company that got its start with another Louisville company, the American Printing House for the Blind.  That organization serves blind and low-vision communities, globally.  In fact, it produces approximately 80% of the world’s braille translated material.

In 2019, the American Printing House for the Blind developed the concept for GoodMaps.  The goal was to assist the blind with navigating indoor environments with confidence and independence.  The endowment seeded the company to get started.

There was a general recognition that the technology required would require venture capital investment to the concept, appropriately.  The new business was spun off as a for-profit venture.  Between 2019 and 2024, GoodMaps has expanded to 11 countries and is closing in on $2.4 million in revenue for the year.  Theresa notes annual recurring revenue grew 260% between 2023 and 2024.

Transit spaces, such as airports and train stations, are the core constituency for GoodMaps, right now.  Navigating these complex environments present numerous challenges for blind and low-visibility individuals.

GoodMaps has a London-bases office.  The UK has strict digital accessibility rules and requirements.  The services provided by GoodMaps helps them to meet those thresholds in the numerous train stations.

In 2025, GoodMaps will accelerate its focus on providing indoor navigation services for all individuals.  The GoodMaps platform is developed to also assist the deaf, neuro-diverse and limited mobility-impaired, etc.  Expanding beyond airports and train stations, they now can provide assistance in hospitals, event arenas and more.  The growth potential is enormous.

Many people are familiar with Google Maps or Waze.  These are fine for navigating outdoors, but once you arrive at your destination, there hasn’t been an optimal service for navigating the indoor environment, until now.

The GoodMaps experience incorporates augmented reality (e.g. floating arrows), haptics and vibrations, as well as auditory cues to help individuals efficiently navigate to their desired location.  The service also provides information as to what’s located near the destination, such as a restroom, coffee shop, etc.

If you’d like to experience the GoodMaps service in Louisville, visit the Frazier History Museum, the Speed Art Museum, the Ali Center, Metro Hall, the Louisville Muhammad Ali International Airport and the KFC Yum! Center all are GoodMaps-enabled environments.  GoodMaps can be downloaded for free.

Beyond Louisville, GoodMaps can be found in other airports such as, Portland International Airport, Austin airport, Newark Liberty International Terminal, Providence airport and more regional airports are currently engaging in conversations with GoodMaps.  Theresa mentions a potential, pilot program for London’s Heathrow Airport in 2025.

Scaling Up a Small Business in Louisville

GoodMaps began as an idea from a non-profit.  Humana and Papa John’s were also startups, at one time.  Theresa comments about Louisville’s entrepreneurial climate will be the foundation for the next large enterprise.  We may not attract large companies, but we have a history of creating them.

GoodMaps is an AI-enabled, innovative tech company launched in Kentucky, not on the East or West Coast.  They have the ability to attract and retain great talent, locally.  The organization has the opportunity to continue to grow, to expand, to attract top-talent and to pay them well.  It’s a terrific story to illustrate what’s possible.

The technology GoodMaps uses has a US patent.  Theresa goes on to explain GPS is terrific, but it doesn’t work indoors.  Rather than relying on beacons to ping your device, GoodMaps relies on camera-based positioning.  It assesses the images around you and triangulates your position.  During implementation of a new building or environment, the entire area is LiDAR-scanned, which produces very detailed imaging.  This is then translated into a digital blueprint, which can then be implemented via the patented, computer-vison algorithm.

A Personal Experience with the Family

Omar asks Theresa to describe an interesting opportunity she and her husband, Ben Reno-Weber, decided to undertake with their children, a few years ago.  After years of saving and preparing for a year-long experience, they were able to pause their careers and take the family on an immersive trip to experience other countries and cultures.  The children were ages 11, 11 and 8 at the time.

In August of 2021, the embarked on a trip the led them to 38 countries, while homeschooling their children along the way.  The grandparents were also able to join them for certain legs of the journey, which made it even more memorable.

Omar shares similar comments about growing up in Austria and later moving to the US.  He often discusses the importance of being a global citizen.  The world is changing and the exposure is life-enriching.

Theresa explains how the experience changed her children’s views of how fortunate we are to live here and how their peers seem to be stressed out by things that aren’t always so important.  Those perspectives are a direct result of having traveled abroad and learning about other cultures and countries.  The family noticed how happy many of the children and families seemed to be, even without the conveniences of our American society and culture.  The entire experience as left a profound impact on their family.

 

To Contact Theresa Reno-Weber: 

Website:  https://goodmaps.com/

 

Upcoming WTCKY EVENTS:

• 02/18/25 – Global Executive Forum: Navigating the Evolving Landscape and US-China Commercial Relations
• 02/25/25 – 02/27/25 – International Trade Certification
• 10/13-19/25 – Trade Mission to Dubai 2025

 

The next episode of our podcast will launch on 03/10/25.  Thank you for listening.  Be sure to follow This Global Trade Adventure on your favorite podcast platform, or at www.WTCKY.com/podcast.

We hope you enjoyed this episode.  Our schedule is to publish a new episode on the 2nd Monday of each month.

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