You’ve probably stood in a supermarket queue and thought you could be spending your short time on this earth more productively. That’s what happened to this week’s Business is Boring guest, William Chomley, who instead of shrugging off these musings started a company to solve the problem.

IMAGR is a New Zealand start-up that uses computer vision to power smart shopping carts, with the ultimate goal of removing check outs, meaning grocery store customers never have to queue again. 

William Chomley was working in an investment fund and didn’t have time to wait in supermarket lines, but he did find the time to build out and validate the concept of solving the problem. His company went from side-hustle to more than full-time, raising multiple investment rounds including $14 million dollars this year in a round led by Japanese tech giant Toshiba.

IMAGR are now working on delivering the shopping experience of the future in Japan and Auckland, with a team of hardware and software experts solving a problem that Amazon and Alibaba have spent billions on.

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