3. Market Context
Market for BrainCo - Global Digital Brain Health Market
• Web-based, mobile
and biometrics-
based technology
• Assess, monitor
and enhance
cognition and brain
functioning.
4. Market Context
In 2020, The market is forecasted to reach $6 billion
Source: The Digital Brain Health Market report 2012-2020 by SharpBrain http://sharpbrains.com/market-report/
5. Market Context
Source: The Digital Brain Health Market report 2012-2020 by SharpBrain
http://sharpbrains.com/market-report/
Strong Positive Response for the Brain Health
6. Market for Product
As the first product of BrainCo, our product needs
to find a market with clear and strong need,
and accessibility to enter
The ADD/ADHD market is huge, profitable and
eager for a solution.
The ADD/ADHD Market
7. Market for Product - Children
0
1
2
3
4
5
6
7
8
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
14.00%
16.00%
1999 2008 2014 2018
Population:million
Percentage
Rate
Growth Rate
Population
Statistics…
Source: 1. Attention Deficit Hyperactivity Disorder Among Children Aged 5–17 Years in the United States, 1998–2009, L. Akinbami, X. Liu. NCHS Data Brief No. 70, August 2011.
http://www.cdc.gov/nchs/data/databriefs/db70.pdf
2. Child Population: number of children ages 0-17 in the united states by age, 1950-2014 and projected 2015-2050. http://www.childstats.gov/americaschildren/tables/pop1.asp
By 2018, the population of children aging 5-17 diagnosed with ADD/ADHD is
estimated to be 6.7 million
8. Market for Product - Children
An increasing percentage of children aged 5-17 years from families with an
income less than 200% of poverty level will be diagnosed with ADHD.
0
2
4
6
8
10
12
14
16
Percentage of children aged 5-17 years ever diagnosed with
ADHD, by poverty status: United States
Less than 100% of poverty
level
100-199% of poverty level
more than 200% of
poverty level
Source: CDC/NCHS, Health Data Interactive and National Health Interview Survey. Prediction: R square (less than 100%)
is 0.987, R square (100-199%) is 0.899, R square (more than 200%) is 0.899.
9. Market for Product - Children
Insight
• The population of children aged 5-17 diagnosed with
ADD/ADHD will keep increasing
• Most of them are from families with an income less than
200% of poverty level, which is expected to be $50,794.9
for a family of 3 and $60,118.95 for a family of 4 in the
year 2018
• Parameter: Expense for Neurofeedback training is
estimated to be $12,000 in average.
Conclusion: The ADHD patients from lower-to-middle income
families are increasing, whereas they cannot afford
neurofeedback training.
10. Market for Product - Adult
4.4% of 18+ years old adults has ADHD, 1 expected to be a
population of 9.8 million2.
Only 25% of adults diagnosed with ADHD seek medical help.3
Source:
1. http://www.adhdawarenessmonth.org/wp-content/uploads/ADHD-in-the-US-Population-FINAL-English13.pdf
2. http://datacenter.kidscount.org/data/tables/99-total-population-by-child-and-
adult#detailed/1/any/false/869,36,868,867,133/39,40,41/416,417
3. http://www.adaa.org/understanding-anxiety/related-illnesses/other-related-conditions/adult-adhd
41.3% of these cases are classified as severe and would be
eligible for therapeutic intervention
11. Market for Product - Adult
Great lost due to ADHD
• Adults incurred $105 billion–$194 billion (73%–
74%) of the overall excess cost of ADHD.
• The primary costs of adult ADHD are loss of income and
loss of productivity at work.
• Household income is $10,532 to $12,189 less per
person per year ($90.04 billion–$104.20 billion total)
• Many patients complain that ADHD has made them
forget important dates and things, and contributes to
quarrels and divorces.
Source: http://www.chadd.org/Understanding-ADHD/About-ADHD/Data-and-Statistics/Cost-of-
ADHD.aspx#sthash.5ZyOX3Kp.dpuf
12. Market for Product - Adult
Insight
• Adults diagnosed with ADHD seldom seek help
• Possible factors contributing to the phenomenon
might be time, convenience and disposable income.
• Great lost has occurred due to ADHD for adults,
including income and relationships.
Conclusion: Adult patients need a solution that is effective,
affordable and convenient.
13. Need Statement
For both children and adult
An effective and affordable solution to
improve attention level
alleviate ADD/ADHD symptoms
is in great need
15. Current Solution
Medication
Side effect:
• Sleep problems
• Decreased appetite
• Delayed growth
• Headaches and
stomachaches
• Rebound (irritability
when the medication
wears off)
• Tics
• Moodiness and
irritability
16. Current Solution
Behavior Therapy, including parent training
Behavior therapy is a treatment option that can help
reduce these behaviors. It is often helpful to start
behavior therapy as soon as a diagnosis is made.
Cons:
Behavior therapy can only deal with symptoms, but not
as a treatment.
17. Current Solution
Neurofeedback Training
• In 2012, American Academy of Pediatrics lists
Neurofeedback as “Level 1 Research- Best
supported Interventions” for ADHD
• Since then, people has been more open and willing
to accept neurofeedback training.
• Divided by consuming locations, neurofeedback
training can be categorized into institute-based
training and home-based training.
18. Hospitals and Institutes
High expense:
$2000-6000/session, most insurance not covered plus
2-3 sessions needed plus
$150-200 first consulting fee plus
$ 195-250 brain mapping fee
Inconvenient: has to be on premises
Time Consuming
Not Engaging
19. Home-based Solutions
Normally includes a combination of EEG device and
neurofeedback training software.
Price: $400-19,995
Key Players:
NeurOptimal System – has solid silver electrodes, pause the
video or music if distracted, on computers
Versus – works with Muse and a app, has games on tablets
Neuro+ - works with Muse/Emotiv, measures focus level,
stillness and motion responses in a game, on computers
Freedom 7D/Freedom 24 D – FDA-clearance, on computers
20. Home-based Solutions
Cons:
• Effect not guaranteed
• High price (some)
• Not engaging
• Cannot track improvements (some)
• Not convenient, a computer required
22. Direct Competitors
Insights
• A niche market indicating professional and
neurofeedback at the price of $200-1000
• Few competitors can be used on multi digital platform
• The more professional, the less intriguing
• Only a few featuring the improvement tracking function
• Can only play alone
• Integrated using experience is important, including
music, visualization, touch or other motions
24. Target Audience –Children
More severe in hyperactive symptomsHard to sit still. There are too many
things attracting them at the same time
Children with ADHD can also focus, but cannot control their focus
Experience a hard time in building confidence and making friends对
Don’t want to be treated differently due to ADHD
Be pushed to take pills and take training instead of do them at will
Children are users and care about the fun factor. Parents are the
purchasers and care about efficacy
Strong needs from parents and the school to correct their behavior
25. Target Audience – Adult
More ADD than ADHD
Some of them have very successful careers
Complain about the negative effect on career: amnesia, lack
of confidence, low efficiency
Complain about daily life: quarrels between couples due to
amnesia, irritability, impatience for listening
Care more about efficacy and being scientific while less about
the fun factor
Target those who are taking medication, supportive events or
nothing
26. Target Audience
The Choice of Target Audience
Since the needs of children and adults are different, it’s
hard to attract both groups with a single product.
Recommendation:
Children first, and adults later.
27. BIG IDEA
We believe that children with ADHD should study,
play and make friends like other normal children.
Focus 1 can provide a game that children could play
together and enjoy regardless whether they have
ADHD or not.
Key word:
Fun, Share, Concentrate
29. Market Strategy - Product
Design
Colorful, Cool, Potential to make customized stickers
Feature
Share, Fun, Challenging, Visualize and track improvement
Game Settings
Can stand and play in the beginning, integrated nodding, clapping, concentration and other motions to play games, and
emphasizing concentration and sit still gradually.
3D Experience
With bulb first, and potentially lightsaber and other toys
Function
To avoid competing with neurofeedback training therapists and partner with them, our product can be the homework of
a training. It can collect data on trainings and attention levels for therapists, so that they can better know their patients
and help them.
30. Market Strategy - Price
Recommended Retail Price: $300+
Price for School or Nonprofit Organizations：30-40%
off
Zengar: Neuroptimal System $5,500
SenseLabs: Versus $499-749 for headset + $250
for two-year subscription of
the app
NeuroSpire: Neuro+ $299 for a MUSE headset +
$30/month for the software
BrainMaster Technologies: Freedom 7D/ Freedom 24D $6995-19995
C8 science: ACTIVATETM Home Program $195-495
MINDALIVE: DAVID ALERT $395-465
BrainBeat Training Program $249
31. Market Strategy - Promotion
Children
School – free gift/Workshops to share educational info
Showcase in museum of science and kids event
Nonprofit Organization – events
Behavior Therapist – integrate the neurofeedback training in their training program
Game Contest/Meetup
Parents
Supportive events
Seminars – give speech to gain credibility
Regular events – share related knowledge and invite specialist for workshops or events
32. Market Strategy - Place
Media Channel
• ADHD Related Media: ADDitude, social media hot accounts
• Mass Media: Boston Globe, Boston.com,etc.
Distribution:
• Our website, events
• Neurofeedback Training Centers
• When we have several products: physical stores to let people experience our product
Collaborator:
• Actively reach out toy makers to explore other accessory products
• Keep good relationships with NPOs and schools
33. Possible Barriers and Recommendation
Combine IMU into the product
Signal Identification for blinking, nodding and
knocking on the headband
Biggest Barrier ---- Game Development
Schools may not allow us to contact children
directly ---- We may provide educational
information and share knowledge of brain science
and neurofeedback training with children. Free
samples can be used
