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They were struck by a waffle that had been thrown by a toddler at the next table while they was having brunch with friends in the Upper West Side of Manhattan in 2001. Two of their friends, both of whom worked in medicine, got into a conversation about how many babies were in the restaurant and how all of them needed to be in car seats until they were four years old. New York changed its laws while they was in business school to mandate that children under the age of eight be properly restrained in car seats. They dusted off their notes from 2001, raised some money, and launched Kid Car in 2006, the first car service to provide fully vetted drivers with age- and weight-appropriate, properly installed car seats. This made the idea of a kid's car service a lot more interesting. Kid Car launched an app that enabled parents to make reservations without picking up the phone, jumping on the rideshare bandwagon.