April 16th is CalTopo Day
Join us in celebrating CalTopo Day on April 16th! Read on to hear from CalTopo founder Matt Jacobs about where we’ve come from, what’s important to us as a company, and where we are headed next.
People often ask me when I created CalTopo, and I struggle to find the right answer. Is it when I first experimented with blending satellite imagery and topo maps? When I started creating an offline mapping tool for SAR, or the first time that tool was used to remotely plan a search and I saw the value of online collaboration? The launch of the website itself?
The California Secretary of State approved our LLC paperwork on 4/16/2012, which seems as good a date as any; within the company, we’ve begun calling this “CalTopo Day”. I want to take the opportunity to share the existence of this holiday with all of you, reflect on where we’ve been, and touch on where we’re going.

Staging for a winter High Sierra search with my BAMRU teammates in late 2015; by this point in time, SARTopo had seen widespread adoption in wilderness SAR. While a boot delamination prevented my teammates from fully searching their assigned couloir, Julie Vargo (who would later come to work for CalTopo in team sales) managed to spot a critical clue while searching it via helicopter late in the day.
The 2018 Camp Fire was a formative moment in CalTopo’s history, and it’s been on my mind lately as my local Truckee community works through its own catastrophic loss. I spent a week there helping to support evacuation efforts and manage the early SAR response, and while CalTopo was well standardized within the SAR community by that point, the toolsets we had developed for wilderness searches did not translate well to the urban environment. After a string of 20+ hour days that could be another essay unto themselves, I left determined to make CalTopo as strong of an urban disaster platform as it was a wilderness search one.

Conducting the morning briefing during one of the early days of the Camp Fire recovery efforts; each day set a new record for the largest SAR effort in California history, and with that, brought new scaling challenges.
In large part we’ve met that goal, whether it’s urban datasets like parcel boundaries and structure footprints, or the rapid scaling that mutual aid incidents provide to outside collaborators. Across fire evacuations, tornado and hurricane response, flooding, and even localized events such as industrial explosions, CalTopo has become a go-to public safety tool outside of the traditional wilderness SAR setting.
Over the past 5-6 years, the mobile app has additionally transformed mapping from a centralized tool for managers, into an essential need for every responder on an incident. When I teach search management classes, at this point typically half the people in the room have spent their entire SAR career in the era of live tracks. Flying blind with only paper maps and the radio is almost as foreign a concept to them as rotary phones and party lines.

Speaking of serious trips, here’s my then-5yo son trimming maps with a paper cutter so that we could lay out the entire John Muir Trail on our floor, as preparation for him hiking it with my wife that summer, which is a separate story unto itself.
On the recreational side, I could talk about milestones like slope angle shading – a tool we didn’t invent, but one that we were the first to put in front of recreational users on a nationwide basis. Instead I want to touch on something more personal, which is the experience of watching my own son’s interaction with CalTopo. There’s been a great deal of pride in seeing that develop, whether it’s small projects like mapping out his Halloween trick-or-treat route, planning out imaginary ski areas (which is apparently a thing when you grow up in a ski town), or bigger endeavors like the first backpacking trip he planned end-to-end. CalTopo helps you explore the world, and watching him has shown me that there are many angles to that beyond the serious backcountry trips we often think of as our core mission.

An old printout I found in a shoebox amongst a pile of maps from the NPS, Tom Harrison, Nat Geo, and some well-worn USGS quadrangles passed down from my grandfather when I was a teenager. The browser-printed style dates this to no later than 2012, a time when I felt free of responsibilities and the world felt large.
While I’m proud of what we’ve accomplished, the journey hasn’t all been sunshine and rainbows. Between a small child and a small business, it’s hard to know which has contributed more to the replacement of long days in the high country with quick mountain bike laps on neighborhood trails. Life these days brings with it a weight of responsibility that is hard to explain, and more so than free time itself, the lack of an off switch is probably the thing I miss most dearly from the before times.

Okay, so it hasn’t all been neighborhood trails.
For the reluctant entrepreneur, today’s world is full of temptations. Multiple times a week, I receive emails like the following:
Congratulations on building CalTopo. One of my analysts recently mentioned your company to me from some research they conducted on mission-critical software businesses in the geology and mining space.
Unlike most private equity firms, we aim to run each business as if it is our family’s only asset for the coming decades. We are not pressured by exit timelines as we are a permanent capital acquisition vehicle, partnering alongside founders to build resilient software businesses.
Have you given any thought to selling your business?
These messages often paint a sunny picture of what the future might hold, but I’ve seen this movie before and it never ends well for the company being acquired. Even if you haven’t lived it with a former employer, one need not look far in the recreational mapping space to find an example of what happens once the signature dries. So let me save everyone the trouble: CalTopo is not for sale; there is no magic number, and asking for one makes about as much sense as asking what I’d sell my dog for. I feel incredibly grateful to have been at the lucky intersection of timing, proximity to the problem, skill and finances needed to effect change across an entire community, and hope to continue that work for many years to come.

Meet Bodie. Also, not for sale.
The past year has been marked by large, long-running projects touching core parts of our UI. I know that not everything we’ve done has been universally loved and I’ll certainly own that some of that comes from misses on our end. At the same time, many of our changes are driven by recurrent problems and support requests we’ve seen from slices of our user base, problems that may not be apparent to everyone else. These changes have also helped lay the groundwork for future long-term functionality, in ways that might not be currently obvious.

No, I haven’t heard anything about this change, and yes, I’d love for you to bring it up if we ever meet in person.
This year will continue the theme of large projects, aimed primarily at how teams share and manage data. Much of this is work that has felt 1-2 years out for the past 5 years, and I’m excited to finally be getting some long-planned puzzle pieces into place. My hope however is that by early 2027, we’ll be able to switch modes and spend more time on things that matter to recreational users as well; many of CalTopo’s employees are in SAR, but every single one of us is a backcountry recreationalist. While it’s too soon to say exactly what functionality that translates to, many of our early hallmark features came from experimentation and chasing dead ends, and I would like to get us as an organization to the point where we have that kind of bandwidth again.

Screenshot of an early experimental attempt at making the simulated view look like a hand sketch. Work like this often didn’t pay off, but it was rewarding and occasionally led to really awesome things.
Thinking about the sea change of transformation we’ve seen over the years, I’d be remiss not to include those who have taken this journey with me and made possible where we are today. My wife, who amongst many other things, sacrificed her own career for mine. My son, who – ok kid, actually you owe me, but work has still made me less present than I would have liked. CalTopo’s employees, and the passion they bring to the product despite the number of times I have had to say no to their ideas; having started this solo, you can only get so far without a tribe. My SAR teammates, for the shared experiences and deep sense of community without which this platform may never have taken shape. Our early adopters, who saw the value beneath all the rough edges even when they arguably shouldn’t have. And our community at large, whether you’ve just arrived, or have printouts stashed away that are almost old enough for a learner’s permit.

When I snapped this picture from Yosemite’s Lembert Dome in 2009, I had just started playing around with overlaying different map layers. I had no idea that there was a logo hiding in it which would represent a company whose path has exceeded even my wildest dreams.











