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Peter started White Bullet in 2013. They detail the beginnings of their company in their Starter Story interview: 
Q: How did you get started on White Bullet?
I'm an intellectual property lawyer and spent around 20 years protecting IP, several years of which protecting media content for Hollywood studios, the software industry, amongst others. I set up the company in order to provide data feeds to industries that needed help in understanding how to differentiate illegal and legal online content. That assessment can’t be made by lawyers sitting around a table as its too slow - it has to be done through efficient processes, and the most efficient way to do that at scale is by using AI/ machine learning.
Working with media clients in the UK and US was stimulating - many are now clients of ours - but I think what’s actually more exciting is working with companies and organizations - whether media studios or government - that are coming to you because your technology is good and they trust what you do. Having that legal background and that experience in media means that we come to this with credibility, personally and as a company, and I think that's important.
Like any start-up, there was little money. I recall taking meetings in London, getting around on an old moped, seeing eight to ten prospective clients a day, when looking to gauge demand and launch the business. To validate our product, we took an approach that was risky, but right. We worked with partners to help us demonstrate the need for the product. One of the first projects we did was with the police. We wanted to show how serious piracy was as a problem, and that there was potential to tackle piracy in a unique way - by demonetizing it.
We were making sales very early on - which in turn allowed us to demonstrate proof of concept, and need for the product in the market. That's something we still do today. For instance, we're moving into the social media antipiracy space now, and we're working with various partners in that area.
Contributors to this article:
- Pat Walls, Founder @ Starter Story
- Wiki Updater