The judges were impressed with the way M2 Overland spied a gap in the market and then followed through with innovative product design and service execution, along with a dedication to the customer sales experience and the follow-on service. Understating customer needs is at the core of the business, and the beginnings of sales data analytics showed a keenness to understand where and from whom sales would likely be coming. M2 Overland is a well-rounded start-up ready to take on the market and grow.