xwww.wellnessfx.com/
Take Control of Your Healthcare Life!
MEASURE
LEARN
IMPROVE
REPEAT
2
UNIQUE MIX OF HEALTH & CONSUMER TECH EXPERTISE
Jim Kean CEO | Founder
Brent Vaughan COO | Co-Founder
Murdoc Khaleghi, MDMedical Director
Laura Luppens VP of Finance
Healthcare Investment Banking
Jed Katz
Mike Maples
Curtis Feeny
3
How We Do It: “Smart” profile driven profile driven transaction hubs that provide consumers with inexpensive access to:• Diagnostic and telehealth services, • Targeted health content, • HIPAA secure storage of their health info
The Prize:Ownership 10’s of Millions cloud based health accounts, their data streams and transaction
Our Goal: To make it easy and affordable for consumers to manage key areas of their healthcare lives
WellnessFX VISION
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Consumer-validated software platform
Sophisticated tiered product with multiple entry points and pricing levels
National footprint: telehealth & labs, state and federal compliance
Large scale affiliate partnerships and customer acquisition
Robust financial model near profitability
2012
POSITIONED FOR EXPLOSIVE GROWTH
2013 2014
50%
Industry Average:
$$ $$ $ $
WellnessFX Net Promoter Score:
-5%
$
5
$329,385$446,434
$2,357,770
$1,239,120
Cloud - based Health Accounts (CHAs) 2012 SAM of $4.4 Billion
Self Directed Consumers: 7M
Small/Medium Biz: 23M
Digital Health Aggregators: 27M
Laboratories: 14M
SIGNIFICANT MARKET OPPORTUNITY
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xwww.wellnessfx.com/
PRODUCT STRATEGY and
DEMO
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Store your health info
Transact health services
Grow your profile
CLOUD-BASED HEALTH ACCOUNTS (CHAs)
Transact: Buy health related services– efficient and affordable!
• Diagnostics• Telehealth consults• Supplements & vitamins• Other services
Store: Centralized health information management – free!
• Free upload of diagnostic data• Health questionnaire• HIPAA retrieval services
Grow: Richer health profile, more targeted• Easy access to targeted content• Personalized recommendations
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PRODUCT ROADMAP TO DRIVE LCV & ACQUISITION
Dieticians
Nutritionists
Pharmacists Sport & PerformanceWellness MDs
WELLNESSFX LICENSED PRACTITIONER NETWORK
DIAGNOSTICS
HISTORICAL DIAGNOSTICS REPORTS
AFFILIATE RELATIONSHIPS
FU
TU
RE W
elln
essFX
P
RO
GR
AM
DESKTOP AND MOBILE
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xwww.wellnessfx.com/
LIVE DEMO
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DIRECT HEALTH SERVICES FOR EVERYONE
70% of data needed for accurate health diagnosis and management is in your blood. Good news: your blood cells regenerate every 120 days so you can quickly measure significant improvement from lifestyle and nutritional changes.
KNOW YOUR BIOMAKERS
The WellnessFX health professional of your choice will analyze your lab results, answer your questions, and offer personalized recommendations.
EXPERT CONSULTATIONS
Enjoy your consultation from the comfort of your own home, at a time convenient for you.
OUR TIME,YOUR TERMS
WellnessFX’s cutting-edge platform helps you track your progress over time and measure the effectiveness of actions you are taking to improve your health.
TRACK YOUR PROGRESS
The WellnessFX Dashboard is a safe and secure web-based platform providing you with rich, understandable visualizations of your health data. Share it with the health professionals you choose.
SAFE & SECURE
We're focused on you. If you aren't satisfied, let us know how to make it right.
OUR PROMISE
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EFFICIENT AND AFFORDABLE
ü
A blood draw at a partner lab
Your satisfaction guaranteed
A 20-minute health consultation with a practitioner you choose from our network”
You lab results loaded into your private WellnessFX dashboard
Check Availability in Your AreaWellnessFX Baseline includes: Get Started today
Only $199*
See if WellnessFX is available in your area
*Upgrade to longer consults and/or medical consults (with board certified physicians) availability for purchase after you review your lab results.
Zip Code Check
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PRODUCT DEMO
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PRODUCT DEMO
Convenient Online Consultations with Experts
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PRODUCT DEMO
Learn to Improve
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PRODUCT DEMO
Feedback and Request
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CUSTOMERS LOVE OUR PRODUCT EXPERIENCE!
> -5%
NPS Score
> 50%
Industry Avg
WellnessFX is the trusted health curator for our members
“WellnessFX saved my life. Without it, I would have struggled through more specialist, different drug
treatments and continued fatigue and ill health. Now I'm
in control to optomize my health.”
JULIE STARRETSan Francisco | Crossfit Founder and Mother
“I learned more about my health in one consult [with
WellnessFX] than I have in my entire life.”
ADAM NEIFFERWellnessFX Member
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CHANNEL and REVENUE
EXPANSION
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Financial Engine in Place− Revenue Per Customer Steadily Increasing (Mar13=$320/purchase)− Life Time Value increasing (Mar13=$170+)− Breakeven is approximately 14 months and $4 million away
Early Acquisition: Social influencers, earned media, health clubs
New features will open up acquisition and make WFX a blockbuster company
WFX PLATFORM: AN ENGINE FOR GROWTH
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De
c 1
1
Jan
12
Feb
12
Ma
r 1
2
Ap
r 1
2
Ma
y 1
2
Jun
12
Jul 1
2
Au
g 1
2
Se
pt
12
Oct
12
No
v 1
2
De
c 1
2
Jan
13
Feb
13
Ma
r 1
3
0
500
1000
1500
2000
2500
3000
WellnessFX Installed Base(Total # of Users)
Employer Consumer
WELLNESSFX PILOT PHASE
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FREE DATA ACCOUNT DIAGNOSTICS TELEHEALTH
MULTIPLE PRODUCT ENTRY POINTS MAXIMIZES $$$ YIELD
$6 annual revenue value for WFX
Profile driven content feeds from
content partners
Encrypted, HIPAA compliant
storage for sensitive health data
Creates upsell opportunities to
value added products
Baseline (60%): $149 package fulfills
“Annual Checkup” niche
Specialized Packages (10%): $400
packages targeting thyroid, lipids,
inflammation
Sports Performance (25%): $539
package targeting athletic and training
niche
Premium (5%): $1,900 executive physical
package and for the Uber QSers
Average consult value of $99
Growing practitioner network
Includes primary care MDs, specialists
and non-medical health practitioners
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Aug 12 Sept 12 Oct 12 Nov 12 Dec 12 Jan 13 Feb 13 Mar 130
50
100
150
200
250
300
350
122 205 173 234 237 251 225 287
$171
$207
$176
$232
$188$207
$267
$320
# OF PURCHASE AND AVERAGE PURCHASE PRICE
Total # of Purchases Average Purchase Price
AVERAGE PURCHASE PRICE and $$$ YIELD INCREASES BY MONTH
Average purchase price has
increased significantly in 2013
March up 55% over January average
purchase price of $207
Largely due to launch of Performance
and Thyroid packages on website
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May 12
Jun 12
Jul 12 Aug 12
Sept 12
Oct 12
Nov 12
Dec 12
Jan 13
Feb 13
Mar 13
0
50
100
150
200
250
300
350
LCV CPA
CPA TRENDING DOWN, LCV UP
CPA has been steadily trending
downward as LCV rises.
By April we expect CPA to be
$50 and LCV close to $150 or
3X
Investing more into B2C
marketing will increase sales
and show positive ROI
Projected spread 3x once available in 90% of markets
Projected $50
CPA by April
Current CPA at $90
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Consumers increasingly search health content to specifically solve a problem
Digital Health Companies looking to monetize user base beyond static content (103 million uniques)
Fitness aggregators want more monetization of users (30 million)
AFFILIATES CAN USE OUR PLATFORM
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Looking to consumerize: WFX has contracts with LabCorp, Quest, and HDL Quest and VA have expressed interest in integrating and co-promotion Contacts with LifeLabs (Canada’s largest)
LABS: 72 M RECORDS and RELATIONSHIPS
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xwww.wellnessfx.com/
FINANCIALS
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Jan 1
2
Feb 1
2
Mar
12
Apr
12
May
12
Jun 1
2
Jul 1
2
Aug 1
2
Sept 12
Oct
12
Nov
12
Dec
12
Jan 1
3
Feb 1
3
Mar
13
-$60-$50-$40-$30-$20-$10
$0$10$20$30$40$50$60$70$80$90
-0.6
-0.4
-0.2
-3.33066907387547E-16
0.2
0.4
0.6
$10 $16$29 $35 $31 $38 $42
$31$44 $47 $47 $53 $55
$66$77
-$12-$24 -$20
-$28-$18
-$1-$16
-$8$2 $2
$13 $16 $17$29 $35
-0.6
0.01
-0.37 -0.35
0.07 0.05
0.270.31 0.32
0.43 0.45
REVENUE * and GROSS PROFIT(Dollars in thousand)
Revenue Gross Profit Gross Margin
REVENUE and GROSS PROFIT
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[Dollars in thousands) 2012 A 2013 E 2014 E 2015 E
Installed Base 1,793 62,783 693,827 1,240,087
Total # of Purchase 1,820 7,255 88,100 252,400
Revenue $434 $1,531 $15,665 $27,720
Gross Profit -$83 $631 $9,201 $18,973
Gross Margin -19% 41% 59% 68%
Operating Expenses
Sales & Marketing 708 1,203 2,594 4,435
Engineering & Product 2,080 2,009 3,131 4,158
General & Administrative 1,492 1,738 2,612 3,881
Total Operating Expenses $4,280 $4,950 $8,337 $12,474
Operating Income -$4,363 -$4,319 $863 $6,499
Capital Expenditure -24 -34 -136 -500
Cash Burn -$4,387 -$4,353 $727 $5,999
Operating Expenses as a % of Revenue
Sales & Marketing 163% 79% 17% 16%
Engineering & Product 480% 131% 20% 15%
General & Administrative 344% 114% 17% 14%
TOTAL OPERATING EXPENSES 987% 323% 53% 45%
P&L: 2012A-2015E
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Previous Capitalization • Series A & B raise = $5.8M
Raising $10M Series C • $3.5M raised, $6.5M remaining
Use of Proceeds:• Complete Nationwide expansion for Telehealth and Diagnostics• Affiliate Content and Freemium Product• Affiliate Supplements• Free WFX accounts for Laboratory Users• Asynchronous Product
FINANCING and USE OF PROCEEDS