Diagnosly day five

Diagnose your healthfrom anywhere 59 Total Customer Interviews Thomas Jonathan Melissa Nina Tim Vladimir Friday – Day 5

Interviews 35 30 25 20 Thursday 15 Wednesday Tuesday 10 Monday 5 0 Industry Patient Provider Payer Mfg Expert

DIAGNOSLY - Yesterday • Provider Automated, Optional Consumers engagement • Convenience of time 24x7 Support Families (primarily • Device mfg and place subsequent mothers)• Diagnostic and relationships • Reduced cost for Automated, Optional in the pregnancy and uninsured or high SDK Support early childhood monitoring • R&D deductible plan phase + traveling device OEMs • Customer subscribers Corporate families support• Insurance • Payer Approval • Reduced cost and • Indirect, trusted Device Makers networks increased quality of supplier Small/med, at-home Process software monitors and diagnostic devices• Independent • Lower costs due to sales reps reduced visits, less • Physician / Clinics Payers Insurance, Medicare, • Engineers and fraud and • Online• Healthcare consistent, comprehe Medicaid designers nsive data Professional • Independent Sales Providers • Legal/Regulatory Reps Staffed Remote • Improved patient General Knowledge Centers outcomes Practitioners, Midwiv (IP, FDA, HIPPA, es, Nurses, Office • Earn more money via etc) focus on higher value Manager, Specialists procedures (Pediatricians, OB/G YNs, vets etc) • People (R&D) • Regulatory & Liability • Testing fees (per test/kit) • Customer acquisition • 15% Commission • Testing fees (per test/kit) • Free Beyond Provider Acquisition • Subscription • Pay Per Click 3

DIAGNOSLY - Thursday • Provider Automated, Optional Consumers engagement • Convenience of time 24x7 Support Families (primarily • Device mfg and place subsequent mothers)• Diagnostic and relationships • Reduced cost for Automated, Optional in the pregnancy and uninsured or high SDK Support early childhood monitoring • R&D deductible plan phase + traveling device OEMs • Customer subscribers Corporate families support• Insurance • Payer Approval • Reduced cost and Indirect, trusted Device Makers networks increased quality of supplier Small/med, at-home Process software monitors and diagnostic devices• Independent • Lower costs due to sales reps Payers reduced visits, less Self Insured • Engineers and fraud and • Physician / Clinics Companies, Insuran• Healthcare designers consistent, comprehe • Self-insured co’s ce, Medicare, Medica nsive data Professional • Legal/Regulatory id • Independent Sales Staffed Remote Knowledge • Improved patient Providers Reps Centers (IP, FDA, HIPPA, outcomes General • Earn more money via etc) Practitioners, Midwiv focus on higher value procedures es, Nurses, Office Manager, Specialists • People (R&D) • Testing fees (per test/kit) • Regulatory & Liability • Customer acquisition • Testing fees (per test/kit) • 15% Commission and SPIFs • Subscription • Marketing support for interest generation • Data acquisition fee 4

Payer Discussions OTC: FSA & Insurance cannot reimburse OTC CPT: Review indicates that some home diagnostics have data acquisition codes A major reason companies self insure is that they can include this type of items in plan - Also likely to provide ready third party MD/Nurse Hotline 5

Diagnosly Ecosystem Pharmacy Medical Devices (OEMs) Remote Payers MD/Nurseline Patients Online Health Services (3rd Party) DIAGNOSLY PLATFORM Cloud & Data Phone, Tablet Services , and Web PrimaryPh Independent Applications ysicians RepresentativesCONFIDENTIAL 6

Primary Archetype – Day in the life Before Diagnosly Heather, 36: • 10pm: Noah (5 yrs) comes out to say that his throat hurts 3rd time expectant mom • Mom uses artery thermometer • Temperature is 101 • Mom gives him Tylenol and lozenge, puts him back to bed • 7am: Noah still complaining of sore throat, looks pale, swollen glands, fever still at 101 • 8am: Mom calls dr office as soon as it opens, makes appt for 11am • Noah gets popsicle and watches TV with Ryan (3 yrs) • Mom calls school to let them know Noah won’t be there, calls Ryan’s jujitsu class to cancel for the day • 10:30am: Mom, Noah and Ryan go to drs office, wait 20 min in waiting room, 20 min in exam room, take strep test, wait for results, get prescription called in (Noah and Ryan are VERY bored) • Noon: Mom, Noah, and Ryan go to Walgreen’s to pick up prescription • 12:30: Arrive home and give Noah antibiotic, take a ValiumCONFIDENTIAL 7

MVPCONFIDENTIAL 8

DiagnoslyCONFIDENTIAL 9

My Devices Ear Infection Detector Last Used: 4/20/12 WheezOmeter (Asthma) Last Used: 4/15/12 Strep Throat Test Last Used: 3/25/12 Thermometer Last Used: 2/18/12 3 Home Reports Inbox My DevicesCONFIDENTIAL 10

My Devices Connect a New Device Start 3 Home Reports Inbox My DevicesCONFIDENTIAL 11

My Devices Searching for Devices… 3 Home Reports Inbox My DevicesCONFIDENTIAL 12

My Devices 2 Devices Found Select Device to Connect: Ear Infection Detector Strep Throat Test 3 Home Reports Inbox My DevicesCONFIDENTIAL 13

My Devices Connecting… 3 Home Reports Inbox My DevicesCONFIDENTIAL 14

My Devices Ready to Begin Test Start Strep Throat Test Last Used: 3/25/12 3 Home Reports Inbox My DevicesCONFIDENTIAL 15

My Devices Test in Progress… 3 Home Reports Inbox My DevicesCONFIDENTIAL 16

My Devices Analyzing Data… 3 Home Reports Inbox My DevicesCONFIDENTIAL 17

My Devices Test Complete Your Results are Ready View Share 3 Home Reports Inbox My DevicesCONFIDENTIAL 18

Reports Strep Test Results 4/20/12 11:05 AM EST White Blood Cell 103 mcL Red Blood Cell 32 mcL Hemoglobin 1343 c/ Hierocratic 1535 c/ Platelets 10 Strep 342 mg/ Live Consult 3 Home Reports Inbox My DevicesCONFIDENTIAL 19

My Physicians Dr. Steve Blank, MD Entrepreneurology Last Contact: 4/20/12 Dr. Mike Johnson, MD Pediatrician Last Contact: 4/14/12 Dr. Anne Miller, MD OB/GYN Last Contact: 3/29/12 3 Home Reports Inbox My DevicesCONFIDENTIAL 20

Primary Archetype – Day in the life After Diagnosly • 10pm: Noah (5 yrs) comes out to say that his throat hurts • Mom uses artery thermometer • Temperature is 101 • Mom swabs his throat and does a Diagnosly Strep Test which comes back positive • Diagnosly sends results to central server, runs confirmation scan and calls in prescription to 24 hour pharmacy • Noah takes Tylenol and lozenge • 10:30: Jason (dad) goes to pharmacy to pick up prescription • 11pm: Noah takes antibiotic • Everyone goes to sleep • 8am: Mom calls Noah in sick to his school • 11am: Noah goes with Mom to watch Ryan’s jujitsu classCONFIDENTIAL 21

Adword Campaign • Signs of market demandamong target segment. (young parents) • Signs of broader demand for home diagnostic tests.CONFIDENTIAL 22

Sales Funnel Consideration Unbundling Awareness Cross-Sell Purchase Referrals Interest Up-Sell Keep Consumers • Physician Recommendation (Partnerships) • Self-Insured Company Health Plan Recommendations (Partnerships) • Viral in online mother’s groups (Earlyvangelists) Providers • Independent Sales Force (Existing Relationships & Cold Calls) • Trade Journal Marketing • Professional ConferencesCONFIDENTIAL 23

Sales Funnel Consideration Unbundling Awareness Cross-Sell Purchase Referrals Interest Up-Sell Keep Consumers • Recommendations from physician groups • Recommendations from other mothers • Targeted marketing campaign Providers • Sponsored research and articles regarding improved outcomes • Diagnosly forwards leads to independent repsCONFIDENTIAL 24

Sales Funnel Consideration Unbundling Awareness Cross-Sell Purchase Referrals Interest Up-Sell Keep Consumers • Ask physician for validation Providers • Speak to independent reps • Review materials for medical validity • Provide free samplesCONFIDENTIAL 25

Sales Funnel Consideration Unbundling Awareness Cross-Sell Purchase Referrals Interest Up-Sell Keep Consumers • Subscription or One Time Purchase • From physician, online, pharmacy Providers • Indirect Sales ForceCONFIDENTIAL 26

EVOLUTION OF DIAGNOSLYCONFIDENTIAL 27

DIAGNOSLY - Monday• Diagnostic and Problem / Need – 1. Medical diagnostic monitoring device Get customers: • R&D tests cannot be Patients OEMs • Partnerships• Lab-on-chip OEMs • Tech support conducted effectively Device Makers outside of a hospital or • Online marketing• Health networks • Partner sales & Physicians clinic. Keep + Grow:• Testing labs support Payers• Clinical research • Quality service and • Customer support 2. Developing and Researchers companies • user experience maintaining proprietary• Online health service software for each device providers What they want: is expensive • Fewer hospital Getting from them: 3. Integrating patient visits (spend less• Hardware to conduct data is hard time, and money) diagnostic tests • On-demand testing• Access to customers Payment process Key Features – • Online (direct) • Frequent testing Provide an easy way for • Physicians • Access to test data • Industry experts Giving them: diagnostic devices to • Hospitals • Integration with • Engineers and connect to the• A platform other health data designers internet, so that patients • Clinics• Mobile connectivity • Privacy, security• Data mgmt • IP experts and physicians can run • Health• Integration with online • Privacy experts tests and access their networks health ecosystem • Lawyers data from anywhere. • People (R&D) • Tech infrastructure • Testing fees (per test) • Customer acquisition • Monthly subscriptions (freemium model) 28

DIAGNOSLY - Tuesday • Convenience of time• Diagnostic and Consumers monitoring device and place Get customers: Families (primarily OEMs • R&D • Reduced cost for • Partnerships mothers) in the fertility• Lab-on-chip OEMs • Tech support uninsured or high • Online marketing testing, pregnancy, and• Health networks • Partner sales & deductible plan Keep + Grow: early childhood phase• Testing labs support subscribers • Quality service and• Clinical research • user experience • Customer support companies • Reduced cost and Device Makers• Online health service increased quality of Makers of at-home providers software monitors and diagnostic devices Getting from them: • Lower costs due to• Hardware to conduct reduced visits, less Payers diagnostic tests fraudand Insurance, Medicare, M• Access to customers Payment process consistent, comprehe • Online (direct) edicaid nsive data • Industry experts • Physicians Providers Giving them: • Engineers and • Improved patient • Hospitals General• A platform outcomes Practitioners, Midwives,• designers • Clinics Mobile connectivity • Earn more money via Nurses• Data mgmt • IP experts focus on higher value • Health• Integration with online • Privacy experts procedures networks health ecosystem • Lawyers • People (R&D) • Tech infrastructure • Testing fees (per test) • Customer acquisition • Monthly subscriptions (freemium model) 29

DIAGNOSLY - Wednesday Automated, Optional Consumers • Convenience of time 24x7 Support • Provider and place Families (primarily subsequent mothers) in engagement • Reduced cost for Automated, Optional the fertility • Device mfg uninsured or high SDK Support testing, pregnancy, and deductible plan early childhood phase relationships subscribers • R&D Indirect, trusted Device Makers• Diagnostic and supplier • Customer • Reduced cost and Small to medium makers monitoring of at-home monitors and support increased quality of diagnostic devices device OEMs software Payers Insurance, Medicare, Med• Insurance • Lower costs due to icaid reduced visits, less Providers networks • Engineers and fraud and General consistent, comprehe Practitioners, Midwives, N• Independent designers nsive data • Online urses, Office sales reps • Legal/Regulator • Independent Manager, Specialists • Improved patient (Pediatricians, OB/GYNs y Knowledge sales reps , vets etc) (IP, FDA, HIPPA, outcomes • Earn more money via • Physicians / Livestock Managers Cattle ranchers, horse etc) focus on higher value Clinics farmers procedures Drug Developers Big Pharma, Biotechs • Testing fees (per test/kit) • People (R&D) • Customer acquisition • Regulatory & Liability 30

DIAGNOSLY - Thursday • Provider Automated, Optional Consumers engagement • Convenience of time 24x7 Support Families (primarily • Device mfg and place subsequent mothers)• Diagnostic and relationships • Reduced cost for Automated, Optional in the pregnancy and uninsured or high SDK Support early childhood monitoring • R&D deductible plan phase + traveling device OEMs • Customer subscribers Corporate support families $$$• Insurance • Payer Approval • Reduced cost and Indirect, trusted Device Makers networks increased quality of supplier Small/med, at-home Process software monitors and diagnostic devices• Independent • Lower costs due to sales reps reduced visits, less • Physician / Clinics Payers Insurance, Medicare, • Engineers and fraud and • Online• Healthcare consistent, comprehe Medicaid designers nsive data Professional • Independent Sales Providers • Legal/Regulatory Reps Staffed Remote • Improved patient General Knowledge Centers outcomes Practitioners, Midwiv (IP, FDA, HIPPA, es, Nurses, Office • Earn more money via etc) focus on higher value Manager, Specialists procedures (Pediatricians, OB/G YNs, vets etc) • People (R&D) • Regulatory & Liability • Testing fees (per test/kit) • Customer acquisition • 15% Commission • Testing fees (per test/kit) • Free Beyond Provider Acquisition • Subscription • Pay Per Click 31

DIAGNOSLY - Friday • Provider Automated, Optional Consumers engagement • Convenience of time 24x7 Support Families (primarily • Device mfg and place subsequent mothers)• Diagnostic and relationships • Reduced cost for Automated, Optional in the pregnancy and uninsured or high SDK Support early childhood monitoring • R&D deductible plan phase + traveling device OEMs • Customer subscribers Corporate families support• Insurance • Payer Approval • Reduced cost and Indirect, trusted Device Makers networks increased quality of supplier Small/med, at-home Process software monitors and diagnostic devices• Independent • Lower costs due to sales reps Payers reduced visits, less Self Insured • Engineers and fraud and • Physician / Clinics Companies, Insuran• Healthcare designers consistent, comprehe • Self-insured co’s ce, Medicare, Medica nsive data Professional • Legal/Regulatory id • Independent Sales Staffed Remote Knowledge • Improved patient Providers Reps Centers (IP, FDA, HIPPA, outcomes General • Earn more money via etc) Practitioners, Midwiv focus on higher value procedures es, Nurses, Office Manager, Specialists • People (R&D) • Testing fees (per test/kit) • Regulatory & Liability • Customer acquisition • Testing fees (per test/kit) • 15% Commission and SPIFs • Subscription • Marketing support for interest generation • Data acquisition fee 32

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Diagnosly day five

by steve blank

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