Sara Murray (M.A. Oxon) is a serial entrepreneur. She founded Ninah Consulting, which uses proprietary software to advise clients including GSK, Diageo, CGNU, Comet and Coca-Cola on marketing effectiveness. In 1999, Sara founded inspop.com. She built and sold the online company with over 250,000 customers to the Admiral Group, and renamed it Confused.com. Sara then founded and now runs buddi, a GPS personal tracker which locates people instantly. Sara was a non-executive Director of Schering Health Care and is a founding board member of Seedcamp - a start-up school for technology entrepreneurs. Sara was a finalist in the 2008 Blackberry Awards for Women in Technology and the Real Business First Woman Awards.