Hutchwilco are New Zealand’s oldest manufacturer of life jackets. The only problem is their customers keep dying. Because fishermen don’t tell anyone where they’re going when they go fishing. No matter how good they make their lifejackets, if no one knows where they’ve gone the likelihood of finding them if they get in trouble is close to impossible.

Introducing Secret Fishing Spots, an iPhone app that allows fishermen to log their secret spots, without giving them away to everyone. Then if they don’t come home, a loved one can log on and see where they like to go, and send the co-ordinates straight to the Coastguard.