Friends of Mr Ed

Melbourne, Australia

Friends of Mr Ed Fred is a social networking app that provides racehorse owners and fans with a personalised digital experience.

The problem we're solving:

Fred is a social networking app that provides racehorse owners and fans
with a personalised digital experience. The thoroughbred racing industry in Australia provides an annual $9.5 billion in economic contributions however, there is currently no digital solution for racehorse owners.

Getting into a racehorse can be confusing for the uninitiated and once you become an owner it’s frustrating searching for all the information you need. Owners want to spend less time looking for information and more time enjoying the social side of racing.

Our solution:

Fred enhances the racehorse ownership social experience by connecting owners to other owners. It also allows their network of family and friends to follow their horse and to share in their passion.

Owners can view all the details about their horses in one central place, even if their horses are trained across multiple trainers. The app is designed to not only demystify the ownership experience but also enhance it.

Fred is primarily designed for thoroughbred horse racing in Australia however, it can also be white labelled for other sports, industries and geographies which have groups of people managing a common asset.

Our differentiator:

Other racing apps focus on wagering and target racing punters. Our solution differentiates itself by focusing on the social side of racehorse ownership. Fred is the first app to provide a personalised owner centric experience. Fred enables owners to view all of their horses in one place rather than other solutions which restrict views based on the trainers/syndicators backend management solution. These other platforms focus on one-direction flow of information from trainer/syndicator to owner. Unlike Fred which democratises information by enabling owners to take control and share information about their common asset where and when it suits them.

Biggest achievement:

Launching our beta app in Jan 2019 and our commercial app in July 2020.

Program themes:

Fan Engagement

Team members:

Amy Thompson

Co-founder | CEO

Richard Busso


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