One Step Aheadintroduces the

Zoom Card“Your wearable health buddy”

One Step Aheadintroduces the

Zoom Card“Your wearable health buddy”

January 24 – 26, 2014

#swyorkregion #zoomcard

January 24 – 26, 2014

#swyorkregion #zoomcard

Talented Team of EntrepreneursTalented Team of Entrepreneurs

�Abigail Amponsah, environmental engineer

�Angela La Gamba, marketing & branding manager

� Lori Biasiotto, social service worker specializing in gerontology

�Matt Gray-Smith, endurance and fitness athlete & personal trainer

�Abigail Amponsah, environmental engineer

�Angela La Gamba, marketing & branding manager

� Lori Biasiotto, social service worker specializing in gerontology

�Matt Gray-Smith, endurance and fitness athlete & personal trainer

Meet Uncle BrettMeet Uncle Brett

� 9.6 million (29%) Canadians & 78 million Americans are baby boomers

� Boomer men (born between 1946-65) are 2x as likely to exercise daily as Boomer women

� More disposable income

� 9.6 million (29%) Canadians & 78 million Americans are baby boomers

� Boomer men (born between 1946-65) are 2x as likely to exercise daily as Boomer women

� More disposable income

� Health-conscious, male, age 55

� Active, loves to walk & hike

� Somewhat tech-savvy, owns a smartphone

� Concern is health & longevity

� Short on time, wants to focus on family & meaningful relationships, and dislike complexity

� Health-conscious, male, age 55

� Active, loves to walk & hike

� Somewhat tech-savvy, owns a smartphone

� Concern is health & longevity

� Short on time, wants to focus on family & meaningful relationships, and dislike complexity

The Problem: Unfit BoomersThe Problem: Unfit Boomers

� Health is the top concern among boomers

� “Exercise is as effective as medications…it’s as effective as three of the most commonly used medications to decrease the risk of death in people with coronary artery disease,” according to a recent British Medical Journal study

� “The boomer generation is less fit than their parents were at same age,” study JAMA Internal Medicine shows.

� Top 3 reasons people gave for using wearable fitness devices, study by Consumer Electronics Association (CEA):� Motivation (52%)� Monitoring the progress of exercise goals (47%)� Gauging levels of physical activity or intensity (46%)

� Sources:� http://calbooming.sdsu.edu/documents/BabyBoomerHealthChallenges.pdf

� http://www.everythingzoomer.com/dr-zachary-levine-exercise-vs-meds/

� http://www.business2community.com/health-wellness/study-demand-fitness-technology-quadruple-2014-0713577#!tjpaC

� http://mobile.reuters.com/article/healthNews/idUSBRE94C04O20130513

� Health is the top concern among boomers

� “Exercise is as effective as medications…it’s as effective as three of the most commonly used medications to decrease the risk of death in people with coronary artery disease,” according to a recent British Medical Journal study

� “The boomer generation is less fit than their parents were at same age,” study JAMA Internal Medicine shows.

� Top 3 reasons people gave for using wearable fitness devices, study by Consumer Electronics Association (CEA):� Motivation (52%)� Monitoring the progress of exercise goals (47%)� Gauging levels of physical activity or intensity (46%)

� Sources:� http://calbooming.sdsu.edu/documents/BabyBoomerHealthChallenges.pdf

� http://www.everythingzoomer.com/dr-zachary-levine-exercise-vs-meds/

� http://www.business2community.com/health-wellness/study-demand-fitness-technology-quadruple-2014-0713577#!tjpaC

� http://mobile.reuters.com/article/healthNews/idUSBRE94C04O20130513

� Idea Validation:

� Survey Monkey distributed via emails, FB & TW

� In-person visit to The Running Room (Markham) to interview store manager & associates & interview runners

� Phone calls to physical trainers, rehab offices, doctors offices, and gyms

� Startup weekend mentors

� Market Research:

� Government databases

� Medical and industry journals

� Idea Validation:

� Survey Monkey distributed via emails, FB & TW

� In-person visit to The Running Room (Markham) to interview store manager & associates & interview runners

� Phone calls to physical trainers, rehab offices, doctors offices, and gyms

� Startup weekend mentors

� Market Research:

� Government databases

� Medical and industry journals

The Research: Unfit BoomersThe Research: Unfit Boomers

Team One Step Ahead conducting in-person

assessment at the Running Room (Markham).

Team One Step Ahead conducting in-person

assessment at the Running Room (Markham).

Our Talented Team Can Pivot IdeasOur Talented Team Can Pivot Ideas

Our industry & competitor research showed us we needed to stay agile and pivot on a dime this weekend:

Our industry & competitor research showed us we needed to stay agile and pivot on a dime this weekend:

1. Running shoe with smart

technology

1. Running shoe with smart

technology

2. Insole for any shoe

with smart technology to track fitness goals

2. Insole for any shoe

with smart technology to track fitness goals

3.

Clippable monitor with wearable

technology that can be worn anywhere

3.

Clippable monitor with wearable

technology that can be worn anywhere

4.

Speed laces with built-in technology

4.

Speed laces with built-in technology

Let’s see

what’s next …

Let’s see

what’s next …

From Boomer to ZoomerFrom Boomer to Zoomer

Source:http://life.nationalpost.com/2013/02/04/canadas-baby-boomers-in-denial-about-health-habits-needed-to-avoid-disease-poll/

On

e S

tep

Ah

ea

d:

Zo

om

Ca

rd

Wallet-sized fitness solution for zoomers (size of credit card, 3 mm thick) so hard to loseSmart technology

measures and tracks:• Pace• Distance / speed• Time• Steps taken• Calories burned

Large display screen for easy viewing of fitness goals

Buttons with large text for enjoyable user experience

Eye socket hole

The Solution: Zoom Card & Mobile AppThe Solution: Zoom Card & Mobile App

The Minimum Viable Product (MVP)

Green colour for connection to health & wellness (New Age mvmt)

Simple & user-friendly interface

The Solution: Zoom Card & Mobile AppThe Solution: Zoom Card & Mobile App

� Mobile app includes:

� Tracker Page: Real-time data of overall fitness achievements

� Account Page: Comparable metrics

� Tips Page: Recommendations

� Networking Page: Encouragement, social aspect, meaningful relationships

� Larger text & bright colours for easier reading & fun user experience

� Wi-Fi transmission in real-time

� Mobile app includes:

� Tracker Page: Real-time data of overall fitness achievements

� Account Page: Comparable metrics

� Tips Page: Recommendations

� Networking Page: Encouragement, social aspect, meaningful relationships

� Larger text & bright colours for easier reading & fun user experience

� Wi-Fi transmission in real-time

What our future customers have to say…What our future customers have to say…

“It's nice to have the simplicity of 1 item

instead of 2.“ - Tim Fujita, future

customer

“It's nice as a secondary item.“

- Bernie Hui,

future customer

"It has an interesting application for someone who

doesn't want to wear something on their wrist.“

- Todd Sinclair, future

customer

What our future customers have to say…What our future customers have to say…

“I invest a lot in my training - this could

provide new insight into areas of my

performance and training I can improve.”

– future customer“I like that it is not

a bulky object which can be an inconvenience when working out.” – future

customer

“I would love this product to help improve quality and

quantity of life. I see how this product would allow me to

be on the road to a healthier me. Easy to use matrix to

show progress and provide tips.” – future customer

Our Customer Base: Zoomer MalesOur Customer Base: Zoomer Males

� 9.6 m (29%) Canadians & 78 m Americans are baby boomers

� Boomers exercise more, on average, than the average person

� Boomer men (born between 1946-65) are 2x as likely to exercise daily as Boomer women

� Health conscious, zoomer males, aged 45+

� Somewhat tech savvy (carry smartphones)

� More disposable income

� Sample Persona: CBC Dragon Den’s W. Brett Wilson

� Source:

� http://www.primetime.com/misc/media_kit/health_stats.shtml� http://www.thestar.com/content/dam/thestar/entertainment/2011/04/20/dragons_den_star_brett

_wilson_to_launch_risky_tv_series/brettwilson.jpeg.size.xxlarge.letterbox.jpeg� http://www12.statcan.ca/census-recensement/2011/as-sa/98-311-x/98-311-x2011003_2-eng.cfm

� 9.6 m (29%) Canadians & 78 m Americans are baby boomers

� Boomers exercise more, on average, than the average person

� Boomer men (born between 1946-65) are 2x as likely to exercise daily as Boomer women

� Health conscious, zoomer males, aged 45+

� Somewhat tech savvy (carry smartphones)

� More disposable income

� Sample Persona: CBC Dragon Den’s W. Brett Wilson

� Source:

� http://www.primetime.com/misc/media_kit/health_stats.shtml� http://www.thestar.com/content/dam/thestar/entertainment/2011/04/20/dragons_den_star_brett

_wilson_to_launch_risky_tv_series/brettwilson.jpeg.size.xxlarge.letterbox.jpeg� http://www12.statcan.ca/census-recensement/2011/as-sa/98-311-x/98-311-x2011003_2-eng.cfm

Business Model StrategyBusiness Model Strategy

� Retail stores e.g. The Running Room, Runner’s Den, Running Free, Sportchek

� Direct to consumer e.g. e-commerce website, Amazon, Zoomer health show at MTCC

� Value-add services e.g. doctors office, rehabilitation offices - physical therapists, occupational therapists, fitness centers (Nifty After Fifty gym for older adults)

� Retail stores e.g. The Running Room, Runner’s Den, Running Free, Sportchek

� Direct to consumer e.g. e-commerce website, Amazon, Zoomer health show at MTCC

� Value-add services e.g. doctors office, rehabilitation offices - physical therapists, occupational therapists, fitness centers (Nifty After Fifty gym for older adults)

“Every man desires to live

long, but no man

wishes to be old.” – Jonathan Swift

Customer Acquisition StrategyCustomer Acquisition Strategy

Strategy Approach

In-Location Events

• Showcase product at in-location, in-store events e.g. Running Room demos, GoodLife Fit classes, golf clubs

• Workplace Get Fit promo campaign w/ product showcase

Content & SEO • Social media (My Space & Facebook), WordPress website, mobile app

• Stories & video demos to drive interest & traffic to website / mobile app

• Feature articles - EverythingZoomer.com, Zoomer Magazine, BabyBoomerHealthNetwork.com

Paid Search • Google AdWords campaign (PPC)

AssociationPartnerships

• National Association of Baby Boomers - BabyBoomers.com• Canadian Association of Retired Persons – CARP.ca• American Association of Retired Persons – AARP.org

Customer Value PropositionCustomer Value Proposition

� Simplicity – Simple to use, wallet-sized, thin

� Versatility – Can be used in a variety of physical activities & can be worn anywhere

� Affordability – Comparable pricing for 50+ health-conscious males

� Independence – Highest priority for boomer men to remain independent by managing health & wellness factors

� Discretion – Wallet-sized is easy to slip into pocket or attach to key chain for discrete use

� Customization - Targeted Online and Mobile Experience

� Simplicity – Simple to use, wallet-sized, thin

� Versatility – Can be used in a variety of physical activities & can be worn anywhere

� Affordability – Comparable pricing for 50+ health-conscious males

� Independence – Highest priority for boomer men to remain independent by managing health & wellness factors

� Discretion – Wallet-sized is easy to slip into pocket or attach to key chain for discrete use

� Customization - Targeted Online and Mobile Experience

Users Engaged: Social MediaUsers Engaged: Social Media

Twitter:

30 followers, 10 tweets@SWOneStepAhead

Twitter:

30 followers, 10 tweets@SWOneStepAhead

Facebook:

29 likeshttps://www.facebook.com/#!/page

s/ZOOM-CARD/

Facebook:

29 likeshttps://www.facebook.com/#!/page

s/ZOOM-CARD/

Competitor Differentiators – 1 Competitor Differentiators – 1

Competitor Differentiators – 2Competitor Differentiators – 2

CostsCosts

Shipping + Packaging +

Manufacturing Costs = $20

Profit MarginSuggested Retail Price = $99-149

MVP Product

Evolution Map

MVP Product

Evolution Map

Our Team NeedsOur Team Needs

� Advisory board – lawyer, accountant, banker, fitness advisor

� Outsource – IT, tech, programmers

� Advisory board – lawyer, accountant, banker, fitness advisor

� Outsource – IT, tech, programmers

Questions?

Thank You!

Questions?

Thank You!