HomePulse_pitchdeck april2012

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  • HomePulse_pitchdeck april2012

    1. 1. OverviewPrepared by Jamie Wilson April 2012
    2. 2. What we do:Help older people remain independent in their homesWhy now?90% of older people wish to stay in their own homesGovt cutbacks have left a funding gap that will only be bridged by familiesand the private sectorAgeing population with crisis in current provisionHow?Build the leading support platform for ageing in place
    3. 3. WHAT DOES HOMEPULSE OFFER? Orientation Prompts,reminders andappointments Third party services customized by family Keeping in touch with family and carers Interacting with likeminded older people
    4. 4. Families can keep an eye out and lend ahand from a distance Services VoIP/Msg Plug & Play, Dashboard touch activated app Calendar
    5. 5. HOW IS HOMEPULSE UNIQUE?• Evolves intelligently to address emerging needs• Targeted to intervene early in the ageing cycle• Upgradable to offerings that are life event and medical condition driven; families can remotely configure the older person app with tailored service bundles
    6. 6. USE CASES Richard & Sue Pauline Margaret Anil 87, lives alone, on 85, lives in 76, lives in Bio In late 60s, boomers Facebook, still drives retirement village, Mumbai, wife has with active lives and memory failing and lives 3 hours recently died, has good health and socially from family diabetes isolated Children live acrossFamily UK; talk about Digitally literate/ Live 2-3 hours away, Non-resident Indians, Mum and Dad AB income bracket son works as banker in want feedback from getting older London, guilt at leaving carers parents alone 1. Healthy ageing 1. Food planning 1. Medication prompts 1. Medication promptsNeeds 2. Keeping mentally 2. Family Photos 2. Food Delivery 2. Dietary guidance active 3. Communication 3. Domestic support 3. Daily checks from 3. Seeing grandchildren tools carer
    7. 7. WHAT COST SAVINGS COULD ACCRUE IF HOMEPULSE RETAILED AT £1000/YR? Timeframe delay/payback Comparable Item Average annual cost periodStair lifts £3,000 4 monthsPrivate Domiciliarycare £5600 2 monthsPrivate ResidentialCare (low end) £23,208 2-3 weeksPrivate NursingHomes (low end) £31,600 2 weeks Source: Laing & Buisson 2010, Stannah annual report
    8. 8. WHAT SERVICE ARE WE GOING TO BUILD? Premium Offering Core Paid• Calendar sync between Services carers customization Medical condition specific• Contacts and Messaging Multicarer access Core service bundles• Dashboard with VoiP orientation data feed eg Reminders, Calendar Edutainment/ weather, date and time Prompts & Messaging Content Safety alerts delivery Carer Contacts Analytics Orientation “Life event” Dashboard service bundles Carer web app Older personTablet app
    9. 9. HOW WILL WE ACHIEVE THIS?Achieved Q1 2012Demo product developedUser Testing with 30 older people & families at Imperial College Memory ClinicTeam, IPR and core architecture in placePlanned for 2012Buy/build components of service platformIn-licensing “Home health” ruggedised tablet - under mutual NDA with US groupRaise £50-75k equity financing (EIS/SEIS eligible) to fund PilotFurther £450k to get to market and fund 12 month runwayPilot testing with prototype in selected user group of “age related memory decline”Subscription based revenue model
    10. 10. TEAMManagementFounder & CEO - Dr Jamie Wilson - Jamie is a physician and older persons psychiatrist with 10 yearsexperience working in UK NHS. He has product managed healthcare digital products and had senior roles acrossthe healthcare value including the BMJ Group, Novartis and a neurotech start up based in Silicon Valley. Jamie has amedical degree from Leeds University Medical School and an MBA from London Business School and UC Berkeley.CTO Daniel Mueller - Daniel has extensive experience in leading rapid growth media and technologybusinesses within major corporates and startups. His background covers strategic, operational and technologyroles. His specific experience includes: Managing Director of FPM, a software and consulting business focussing onmulti-platform broadcast (TV, IPTV, mobile, tablet). At Emap he led the turnaround and was joint-managing directorof their television business. Before that he was at Matrox as business unit manager of a division which developedhigh technology products for the image processing sector. Daniel holds a Masters of Business Administration fromLondon Business School and a Bachelors of  Engineering (Electrical) from McGill University.Advisory BoardJurek Sikorski - Jurek is Executive in Residence at the London Business School, senior non-Executive Directorof AIM listed Intercede Group Plc and Director of Tatra Care Limited, a domiciliary care business targeting Polishcommunities. Jurek has over 30 years’ experience in the pharmaceutical, medical devices, in vitro diagnostics andbiotechnology industries. This includes roles as the Chief Executive of SRS Technology Group Plc, CantabPharmaceuticals Plc and Proteus International Plc. Jurek has led IPO and secondary fund raising and negotiatedM&A, distribution, license and developments agreements with large corporates including Tunstall, the UK largestTelecare provider.Dr Craig Ritchie Dr. Ritchie is R&D Director at West London Mental Health Trust and Honorary ConsultantPsychiatrist at the West London Cognitive Disorders Treatment and Research Unit. He is a Clinical Research Fellow(Senior), Old Age Psychiatry at Imperial College, London. His interest in conducting and assimilating evidence fromclinical trials is based on his clinical background, having worked with elderly patients with dementia for most of hiscareer.
    11. 11. THANK YOUJamie WilsonM: 07943 838934email: jamie@homepulsesystems.com
    12. 12. APPENDICES
    13. 13. KEY LEARNS FROM USER TESTINGWe put the demo tablet application in front of 30 olderpeople and their families in a specialist memory clinic Key Questions West London Cognitive •How do cognitively impaired older people respond to Disorders Treatment and UI? Research Unit •What is the response of family members? •Which families are the most enthusiastic? Positives •Mild cognitively impaired older people engage with user interface •Very positive “pull” response from older people, families and healthcare professionals (eg Dementia Nurses) •“Digitally naive” users respond to interface and use multitouch functionality •Seeking out depth in applications/content Negatives •“Mum doesn’t do IT” •Dementia - learning new skills = poor outcomes and some confusion •Enthusiasm strongly related to digital literacy of children/family
    14. 14. UK MARKET SIZE AND GROWTH:RAPID TABLET ADOPTION AND AGEING DEMOGRAPHICS Tablet adoption in over 65s 90-94 95-99 100 and over Tablet adoption income > $75000100% 64% increase 90% 800 80% 70% 600 60% 50% 400 40% 30% 20% 200 10% 0% 0 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2010 2011 2012 2013 2014 Source: Pew Internet Research 2012, ONS figures
    15. 15. WHY NOW?Supply side drivers Demand side drivers• Tablets opening up new digital •Secular growth in ageing segments eg children, disabled, population(2-3% pa) elderly •90% wish to stay in own home• 350% growth in tablet ownership •High willingness to pay in high in US over 65s from Nov 2010- income families Jan 2012• Consumerism of elderly services •80% of UK wealth held by over 50s eg personal budgets driven by •Denuclearised families causes guilt, govt Policy anxiety, conflict and impaired• Burning platform of current communication elderly care provision eg care •Diaspora/expat families offer home scandals, social care opportunity budgets being cut
    16. 16. TARGET MARKET End User Customer•75yr+•“Digitally naïve”, but adaptable older •AB income bracket people •Typically professionals in 30-50s•Experienced a destabilising trigger or •Early adopters of digital products life event that leads to evaluation •Negative externalities borne by of long term needs carer•Socially isolated/lonely •Lives several hours travel or in•Independent in most functional another country from parents domains •Feels concerned, guilty, and•Ineligible for social services care anxious and seeks reassurance/ package improved communication•Evidence of declining sensory faculties, eg forgets medication
    17. 17. Competitor Analysis MarketName Stage USP Strengths Weaknesses segment remotely telecoms veteran; configurable “families of1 relationships with pre-launch/ tablet for older No healthcare million older MNOs; product stealth late majority expertise; people” expertise; supply and their chain understanding families Strong multimedia No healthcare “Social media isolated older focus, novelty value of expertise; viability of angel enabled photo people product; experienced subscription revenue frame” NED model “Market leader Non UK company ergonomically £80m annual in telecoms with limited challenged tech International reach revs products for understanding of friendly seniors seniors” healthcare “Intelligent Founders are pre-launch/ Android layer cold start problem; developers and have stealth for digitally Digital laggards getting laggards to strong technical/telco uncomfortable adopt technology domain expertise ” end to end Market leader with Legacy analogue £100m annual Local system; safety iron grip on Local system with poor revs authorities focused brand authorities/PCTs usability
    18. 18. Market COMPETITOR MAPPINGPenetration Industry leader Who will capture the B2C market space? Start Up Direct to consumer Retail Outlets MNOs Local Authorities/PCTs Channel

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