Caeden is an innovative lifestyle brand that uses technology and design to inspire dynamic and engaged living. Their latest product is the Sona connected bracelet, which measures heart rate variability (HRV) through an accurate photoplethysmography sensor to provide a single daily number reflecting overall stress levels and resilience. The Caeden app uses HRV and other sensor data to track active time, guide resonance breathing meditation sessions, and provide analytics and progress tracking. Caeden aims to commercialize HRV technology in an accessible form factor while addressing the growing wellness market need beyond existing fitness trackers.

1. 2016 Mobile Dev + Test April 20, 2016

2. Caeden is an innovative lifestyle
brand that uses technology
and design to inspire dynamic
and engaged living.
Our Investors
Our Mission

3. DavidWatkins
Co-Founder, Chief Creative Officer
Skip Orvis
Chief Operating Officer
Soyoung Park
Chief Marketing Officer
• Product Development Director
Etón Corporation
• Sr. Manager Engineering Program
Management - Jawbone
• Director, Engineering Management
iPod/iPhone Accessories, Apple
• Audio Hardware Design Engineer, Apple
• Catapult Electrician, US Navy
• M.B.A.
M.S. Systems Engineering
B.S. Electrical Engineering
San Jose State University
• Director of Global Marketing
Donna Karan New York & DKNY
• Global Marketing Manager
DKNY
• Product Development Specialist
Kiss Products, Inc.
• BA in International Affairs
The George Washington University
Nora Levinson
Co-Founder, President & CEO
• Co-Founder, ADOPTED, Inc.
• Director of Product Marketing, Headphones
Harman International
• Product Manager, Mobility
Skullcandy
• Engineering Program Manager
Jawbone/Aliph
• Product Development Manager
Incase Designs
• M.S. Mechanical Engineering
B.S. Product Design
Stanford University
• Co-Founder, President & CEO
ADOPTED, Inc.
• Director, Global Mobility, Skullcandy
• Director, China Operations
Jawbone/Aliph
• Senior Director, Product
Incase Designs
• Senior Product Manager
VF/JanSport
• Vice President, Sales
Sports Alliance
• Manager, Marketing, Monoptics
Caeden Team
Executive Team
Full-time Employees: 10 people. Hardware & Software Design & Engineering, Product Development, Finance, and Operations.

4. Q2 Ship Sona Connected Bracelet Pre-Orders
Q3 Launch Sona in boutiques
Q4 National retail launch (Linea headphones +
Sona connected bracelet)
Q2 Launched Linea headphone collection
at retail
Q4 Launched Linea No10 on-ear
Bluetooth headphone
Reached 600% YOY growth
for direct sales (Q4 -> Q4)
Launched Sona Connected Bracelet
Pre-Order
Progress Snapshot
Q2 Caeden Founded
Q3 Seed Round of $1.6M, led by
Innovation Works/Idea Bulb VC
Q4 Launched Linea headphone collection
(wired on-ear + in-ear headphones)
2014 2015 2016
Key Milestones

5. JourneyDesign
Wellness
Drive
Brand & Marketing
Our Brand DNA

6. MSRP $149.99
Linea Nº2
In Ear Headphones
Linea Nº10
Wireless On Ear Headphones
Linea Nº1
On Ear Headphones
Launched 2014 Launched 2014 Launched 2015MSRP $79.99 MSRP $199.99
Linea Product Lineup

7. Sona
Connected Bracelet for Mind and Body

8. Product
Connected Bracelet
for Mind + Body Health
Market
Stylish, Driven,
(Stressed)
Professionals
• MSRP $199, Pre-Order $149
• 22% MoM direct sales growth trend
• Pre-Orders to ship June 2016
Sona Connected Bracelet
The Product

9. Mind + Body Health
The Market
Wellness Relevant Market Trends
Health & Fitness Tracking Hardware
• 177% growth YoY.
• Total market projected to grow from
79.6 to 237 million units (2015–20)
Mobile Health Apps
• Usage grew 52% from 2014 to 2015.
• Total market projected to grow from
$10B to $31B (2015–20)
Yoga
• $27B total market (products & services),
an 87% increase since 2010.
• 29% increase in participation 2008–12;
21M participants in USA (2014)
Meditation
• 18M meditation participants in the USA
(8% of the population).
• Overall adoption trends ~5 years behind yoga.
• Underserved market with huge potential opportunity.

10. Stress
The Problem
Source: The American Psychological Association's "Stress in America: 2015 Report."
According to the APA, the percentage of Americans who have:
• Had increased stress in the last 5 years: 44%
• Over-eaten due to stress in the past month: 40%
• Had trouble sleeping due to stress in the
past month: 40%
and…
• Percentage of children whose say their parents’
stress has negatively impacted them: 86%

11. Active TimeResonance Heart Rate Variability (HRV)
• Uses your heart rate measurements to calculate
Active Time.
• Active Time captures all activity, not just steps. Great
for yoga, spin, weightlifting, and more.
• Also measures heart rate, calories, steps,
and distance.
• HRV requires 10x the accuracy of BPM.
• One daily number for overall health and stress
across your cardiovascular and nervous systems.
• Resonance breathing meditation syncs your
heart rate with your breathing, building resilience to
stress in your nervous system.
• Measured via accurate streaming HRV data.
The Benefits

12. Competitive Landscape
Smartwatches — gaining in style, but lack feature innovation
Stylish wearables — limited functionality and high price
Wellness — wide open, while Fitness is very crowded
HRV Wearables — none with broad consumer appeal
Wearable Technology
l–r: Apple Watch,$350+;
Fossil Q, $295;
Motorola 360, $299
Brand collaborations with known
designers add little to functionality and
a lot to price. For example:
Intel x Opening Ceremony MICA
($500), Tory Burch x Fitbit ($300)
Misfit Ray is
decently priced at
$100, but still no
HR functionality.
Fitbit Alta has the
same features as
their $50 product and
no HR, but at $130.
Ringly is $200
for a vibrating
notification ring with
no tracking.
Apple Watch, Fossil Q, and Moto
360 are all working to improve design
aesthetics, although sizes are
still bulky and fashion community
response has been lukewarm.
Watches will continue to gain
market share. However there
is a significant market segment
that is still not interested in
wearing a screen on their wrist.
Due to the broad functionality,
it is difficult for watches to debut new
features outside of data display UI/
UX improvements.
Many still don’t include basic heart
rate tracking.
Key wellness entrants are still small, and
don’t have the same tech platform as us:
Spire (breathing pressure sensor) and
Bellabeat Leaf (women’s health focused
step-counter with breathing exercises).
Heavy competition
in the athletic market
space, focused on weight
loss and exercise.
Extremely limited
competition addressing
overall wellness
(mind + body health)
Caeden will be the industry leader
in commercializing HRV
technology in an accessible way.
There are a few niche
players with HRV solutions
(HeartMath, LumaFit).
Polar chest straps are able
to measure HRV, but are not
paired with any app or system
to analyze and interpret it
in a meaningful way outside
of professional use cases.
l–r: Spire, $149;
Bellabeat Leaf, $119
l–r: HeartMath, $130;
Polar Chest Strap, $79.95;
LumaFit, $130

13. Competitive Landscape & Positioning
Wellness Athletics
Stylish
Utilitarian
Athletic
Use
Lifestyle
Use
Wellness
Use
Caeden
Sona
$199
Bellabeat
Leaf
$119
Spire
$149
HeartMath
$130
Jawbone
Up3
$180
Apple
Watch
$350+
Fitbit
Alta
$130
Misfit
Ray
$99
MICA by
Opening Ceremony x Intel
$500
Rebecca
Minkoff
$120
Misfit Shine
x Swarovski
$170
Tory Burch
x Fitbit
$300
Motorola 360 2
$299
Fossil Q
$295
Microsoft
Band
$200
Fitbit
Charge HR
$180
Garmin
Vivofit 2
$170
Mio Alpha 2
$200
Jaybird
Reign
$200
Polar H7
$80
Lumafit
$130
Samsung
Gear Fit
$150
Ringly
$250
Withings
Activite Pop
Heart Rate Sensor (25x/sec)
HRV Sensor (250x/sec — 10x accuracy)

14. Available in 3 Colors
For Use With The Caeden App
Rose Gold &
White Leather
Gunmetal &
Black Leather
Gold &
Black Leather
Materials
Genuine full grain leather and
interchangeable silicone bands
Premium metal hardware
Processors
DA14580 32-bit ARM Cortex-
M0 communications processor
STM32F401 32- bit Cortex-M4
sensor processor
Syncing
Integrated Bluetooth 4.1LE
Range: 3 meters minimum
Sensors
Dual ultra low-power, high
performance MEMS digital
output 3-axis accelerometers;
Patented PPG
(photoplethysmography)
biometric sensing system
Notifications
4mm vibrating motor for call
and text notifications
Storage
16Mb SPI Flash Memory;
Stores 10 days of continuous
data
Battery
80 mAh Lithium Polymer
battery;
Up to 4 days of battery life in
active use
Charging
Included magnetic charging
cable; Optional nightstand
docking system
Application
Custom application for iOS
with proprietary Resonance
and Active Time algorithms;
Compatible with Apple
HealthKit
Milled metal
hardware with
mirrored finish
MSRP $199
Crafted with Style
and Innovation
Vibrating motor
for call and text
notifications
MEMS motion
sensor
PPG sensor
technology
Continuous
heart rate &
activity monitoring
Up to 4 days of
active battery life

15. Genuine Full Grain Leather
• Layer lamination adhesion
• Edge treatment
• Pin-hole robustness
• Color fastness
• Sweat resistance
Outer Materialization
Molded Silicone Rubber
• Mold quality / flash
• Hypoallergenic
• Tensile strength
• Pin-hole robustness
• UV resistance
Mirror Finish Plated Stainless Steel
• Environmental discoloration
• Edge treatment
• Pin-hole robustness
• Abrasion testing
• Bottom to top plate engagement
Steel Clasp
• Life Cycle testing
• Torsion strength
• Reverse bend strength
• Hypoallergenic

16. Sealed Sensor Module
Heat Staked Contacts
• Metal stamping consistency
• Heat stake quality
• Water seal integrity
Double Shot Switch &
Bumpers
• Material adhesion
• Surface finish consistency
• Free pistonic motion
• Tactile feel
• Button cycle testing
• Strap insertion extraction
Plastic / USW Mating
Surfaces
• Molded plastic formation
• Ultrasonic weld consistency
• Water seal integrity
Insert Molded Antenna
• Properly formed stamping
• Correctly placed in mold
• Spine edge sharpness
• Antenna to spring finger mate
quality
• Range and Sensitivity testing

17. Dual Processor Sensing and
Communications System
Vibrating Motor
• Properly installed
• Validate force response
• Test actuated for both call &
text notifications
Lithium Ion Battery
• Thermally and physically stable
• Capacity cycled
• Dead to charged time analysis
• New / Aged active battery life
measurements
BT & Sensor Processors
• Power consumption validation
• Custom communication protocol
• Standard BLE 4.1 interface
• System power management
• Dual accelerometer calibration
Flash Memory
• Overall capacity validation
• Read / Write protocol
• Memory management
• Dynamic power state

18. One number to track stress
Heart Rate Variability
The Tech
MSRP $199
Interchangeable
genuine full grain
leather band
Available in two sizes:
S/M, M/L
· For Use With The Caeden App ·
Next generation
heart rate sensor
measures heart rate
variability, a more
meaningful metric
to understand
overall health
and stress levels.
• HRV takes the exact timing of each heartbeat peak,
requiring 10x the measurement accuracy of standard
BPM calculations. This data allows us to measure
the overall balance of your nervous system.
• Higher HRV = more adaptability = healthier system
• HRV can be increased through physical activity, rest,
and paced Resonance breathing meditation.
• Sona is the first consumer wrist-worn wearable that is
able to provide HRV measurements.
Useful for understanding
1. Cardiovascular system
response to activity.
2. Caloric expenditure.
3. Heart Health
Useful for understanding
1. Chronic and temporary stress.
(Autonomic nervous system balance)
2. Resilience to stress.
(Strength of the vagus nerve)
3. Mental/physical response to stimuli
(Frequency domain analysis)
Measured ~25x/sec to find average BPM Measured ~250x/sec to find exact peak timing
What is HRV?
vs.Heart Rate HRV
837 805744 792 813759

19. Photoplethysmography (PPG)
Heart Rate Sensing
Patented Optical Heart Rate Sensing System
• Automated component placement and assembly
• Calibration of bi-color microprocessor controlled LEDs
• Characterization and calibration of screened optical sensor
• 100% measurement for lens optical clarity
• Multi-axis optical and spacial calibration
• Situation variable HR sensing frequency
• Real-time disturbance analysis and measurement correction

20. ResonanceActive Time Home Screen: Goal Tracking
Energy Graph
with Active Time
Session Launcher
Resonance Breathing
Pacer
Heart Rate Graph
The Caeden App

21. Goal Tracking on the Home Screen
Visualization of the big picture
• Pulling data from all aspects of the Sona bracelet sensor compliment
• Updating both real-time as well as at periodic intervals to optimize user
experience, memory management and battery life
• Logical and quick navigation from highest to lowest levels
• Launch and data load timing based upon Apple HealthKit and Realm data
caching
• Seamless connect, disconnect, auto-sync and mode transition behavior
• Graceful higher priority device interruption handling

22. Active Time - More Than Steps
Energy Graph
with Active Time
Heart Rate Graph
Measuring Energy Expenditure With Multiple Data Sources
• On-boarding flow set the baseline for advanced analysis
• Calibration and validation of basic activity
• Steps, Distance, etc.
• Enhanced measurement of non-ideal motion activities
• Bicycling, Yoga, Meditation, Isometrics
• Next level analysis based on activity and heart rate combined
• Refined disturbance testing through specified suites of activity in a
controlled environment

23. Session Launcher
Resonance Breathing
Pacer
Building Resilience to Stress via Resonance
Paced Breathing Meditation
• User selectable basic sessions
• Advanced sessions - mass configurability with multiple degrees of freedom
(time, pacer, audio)
• Starting, stopping and migration between sessions handled without data
loss
• Real-time biometric feedback baselined against ideal and intentional
disturbance conditions
• Progress reporting for both single session and multiple session trends
• Handling of unexpected system interrupts, user initiated exits and
unintentional disconnects

24. @CaedenOfficial
Caeden, Inc.
584 Broadway
Suite Nº603
New York, NY
10012