This is the pitch deck for our company Headsted. We create evidence-based online courses for mental well-being.

1. Evidence-based online
courses for
mental well-being
Polar Bear Pitching, Oulu 7.2.2014

2. Team
Dr. Toni Vanhala, CEO and Cheerleader
•
10+ years in constructive human-technology research
•
VTT team leader 2012-2013, Project manager (>1.5 M€ portfolio 2012-2013)
•
Real-time mobile, desktop, and Web programming
M.Sc. Kirsikka Kaipainen, Tech Mastermind
• 5+ years of empirical and constructive research on wellbeing technologies
• Web and mobile software development, project management
M.Sc. Outi Kenttä, Customers Engagement Lead
•
4 years of customer facing sales experience, 10-15M USD annual sales volume
•
Certified Scrum Product Owner, SW project management, HW customer
project management
•
Market-Driven product development
M.Sc. Päivi Lappalainen, Content Creator and Psych Professional
•
Author of several online mental health materials
•
Finishing her Ph.D. thesis on web-based mental health therapies
Scientific Advisor:
Professor Raimo Lappalainen
• Head of the Department of Psychology at University of Jyväskylä, Finland
• Pioneer of brief psychological treatments for mental wellbeing

3. Problem
Lack of easy-to-access, affordable, and
attractive support for mental wellbeing
One in three has issues with mental
wellbeing each year.
45% in US report cost as
the main barrier to
getting help.

4. Solution and competitive advantage
Online and mobile courses for undiagnosed and
symptomatic problems.
Interactive peersupport and
effective, evidencebased exercises.
Available 24/7
Costs a fraction of
F2F therapy.

5. Market Validation
Mental Health
113 B$ (US)
Psychiatric
Medication
5.9 B$
Self-paid
mental health
care services
160 M$ (2010)
Anxiety
40 B$
Target market:
Self-help &
Peer support
Self-improvement
10-11 B$ (US)

6. Business Model
10% registers
referrals
Free service
(Non-profit)
Partners
10% buys
premium
35M
Prevention
for young
adults
36€
Avg. spending
per year
(e.g., 4 mo × 8€ / mo)
1% through care provider
25M€
Annual revenue

7. Market Segments
Subjective
wellbeing
Experienced
mental
ill-being
Diagnosed
mental
illness
Objective
mental
health

8. Go to Market
Social Media
Partners
(Finland)
FB groups
Anxiety 100,000+
members
Depression 100,000+
Web discussion forums
Social Anxiety Disorder
forums 140 000+
members
- serves 135,000 univ.
students in Finland
Schools
-
Teacher training schools
(Tampere and Oulu)
Campaigns
Help us Help
Send virtual mental
wellbeing to a friend
through our service
Share positive
experiences
Post and share
positive experiences
with friends and our
community
Crowdfunding
Raising awareness
through (social)
media buzz

9. Where We Are Now?
First product launch end of January, 2014.
A comprehensive service will be available by the
end of the year.
International version is to be launched 2Q2014.

10. Help us HELP!
We want to reach all who
need our help!
–Tell your friends about us
–Become our Business Angel and/or Advisor
toni@headsted.com
outi@headsted.com
kirsikka@headsted.com