The Timbeter case is an example of a demand pull innovation initiative from a low-tech industry which led to the creation of a high-tech company. Timbeter is an innovative solution for measuring timber quickly and accurately using image recognition. It reduces time-consuming and boring manual measurements, bringing transparency and efficiency to the timber industry. It started as a project at the Marmande saw-mill which was seeking to solve their problem. The Timbeter team met for the first time in October 2013 at the Garage48 hackathon event in Pärnu. After the owner of Marmande presented his problem, it took the hackathon team just 48 hours to come up with the first prototype of the solution.