STARTUP STORY
HUNTING APP AIMS TO MAKE AOTEAROA'S BACKCOUNTRY SAFER
James Logan combines rural insight and innovation to tackle firearm safety and conservation
When James Logan ventures into New Zealand’s public lands during hunting season—especially the "roar" (deer mating season)—a persistent concern follows him: who else is out there, and are they armed? This common worry among hunters inspired the agricultural science graduate and environmental restoration adviser to create a solution that could transform backcountry safety and conservation.
Confronting a Hidden Safety Risk
“You definitely get put off by the idea of not knowing who else is in the bush with you,” says James, who grew up hunting and now works for the Greater Wellington Regional Council.
The statistics back him up. Over 1,000 people are injured in hunting incidents in New Zealand each year. Between 2007 and 2016, approximately 41 fatalities were recorded—22 involving firearms.
While the Department of Conservation operates a permit system for hunting areas, and some huts have intention books, there is no consistent or reliable way to know who else is hunting nearby—or to communicate with them.
A Tech Solution for the Outdoors
James’s proposed mobile app offers a suite of features aimed at reducing injuries and improving situational awareness:
- Hunters can draw boundaries on a map to indicate their planned hunting area
- GPS tracking provides real-time awareness of nearby users
- Automatic alerts notify hunters when they come within close proximity
- Trampers can receive alerts about hunters in their vicinity
- Private landowners can connect with responsible hunters safely
“Over 1,000 people are injured in hunting incidents in New Zealand each year. Between 2007 and 2016, approximately 41 fatalities were recorded—22 involving firearms.”
Beyond Safety: Transforming Data Collection, Conservation, and Community Engagement
The vision extends beyond safety. The app could also revolutionise how data is collected on pest animal populations across Aotearoa. “Research suggests between 2014 to 2023 ungulate populations increased by 25% based on pellet (feces) surveys, which I don’t believe are the most accurate estimates and could be far greater than this number,” says James.
He sees the app as a platform for citizen science—where hunters log animal sightings and harvests—building an up-to-date spatial picture of deer and other pest species across regions.
He also imagines integrating the app with conservation initiatives like Trap NZ, where hunters could help maintain trap lines during trips. Gamification, such as tokens or incentives, could encourage participation and pest animal control.
Beyond environmental gains, the app has potential commercial value too. James is exploring sponsorship partnerships with outdoor retailers and vehicle brands to support the app and promote responsible hunting behaviour. “These partnerships could involve monthly or yearly giveaways to reward good behaviour,” he explains.
Additionally 30% of private landowners find pest management too expensive and solely rely on friends, family and occasional recreational hunters to manage numbers. To just maintain deer populations where they are, 35% of the population needs to be removed annually, that is a lot of deer in places. With connecting more recreational hunters to private landowners in a safe, review based method, numbers can be more effectively managed and potential for incentives for landowners to share their hunting areas.
Ultimately, the vision is both ambitious and grounded: to build a tool that enhances safety, supports rural livelihoods, and contributes to environmental management. “I believe in the last 10 years, especially hill country sheep and beef farmers have had the short end of the stick,” says James. “How do I help bring affluence back to the sector?”
"I believe in the last 10 years, especially hill country sheep and beef farmers have had the short end of the stick. I want to help bring affluence back to the sector”.
From Idea to Development
James is uniquely positioned to develop this solution. With a degree in agricultural science from Lincoln University and professional experience with one of New Zealand’s largest fertiliser companies, he understands the pressures facing rural communities.
Now, in his council role, he witnesses firsthand the damage caused by pests like deer and possums to environmental restoration work. “Over five years, regional councils and landowners might spend significant amounts on projects—without proper pest control, much of that can be undone,” he explains. Additionally pests dramatically modify our existing native forests as they compete with flora and fauna for habitat and food.
This dual lens—environmental and agricultural—has shaped the app not just as a safety tool, but as a broader platform for rural and ecological resilience.
Startup Coaching That Moves Ideas Forward
To bring his idea to life, James sought guidance through Startup Aotearoa, where he connected with coach Chris from CreativeHQ.
“From the get-go, Chris was warm, welcoming, and really took the time to understand me and my vision,” says James. “He helped bring clarity to the steps I needed to take using a lean canvas model.”
That structure proved invaluable. “It was important to move it from an idea in my head to something tangible on paper,” he shares.
Chris also kept the momentum going, regular check-ins ensured the project didn’t stall. “That ongoing support helped me avoid dragging this out to three or four years—when really, you can make real progress in 12 months.”
Chris O'Neill - Startup Aotearoa Coach
Looking Ahead
James is now teaching himself app development to create a prototype that demonstrates the concept. His goal is to release a demo version this year, testing it with friends, family, and farmers.
He also sees future collaboration with organisations like the New Zealand Police, conservation groups, professional pests management groups and outdoor retailers—all of whom share a stake in improving safety and sustainability in the backcountry.
“This project is more than just a business idea,” James reflects. “It’s about making hunting safer, supporting our rural economy, and improving environmental outcomes.”