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2016 dev+test caeden_infostretch
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.
2016 dev+test caeden_infostretch
- 1. 2016 Mobile Dev+ Test April 20, 2016
- 2. Caeden is aninnovative lifestyle brand that uses technology and design to inspire dynamic and engaged living. Our Investors Our Mission
- 3. DavidWatkins Co-Founder, Chief CreativeOfficer 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 SonaConnected 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
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- 6. MSRP $149.99 Linea Nº2 InEar 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 forMind 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 + BodyHealth 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: TheAmerican 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 HeartRate 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 3Colors 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 GrainLeather • 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 HeatStaked 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 Sensingand 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 totrack 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 RateSensing 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 HomeScreen: Goal Tracking Energy Graph with Active Time Session Launcher Resonance Breathing Pacer Heart Rate Graph The Caeden App
- 21. Goal Tracking onthe 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 BuildingResilience 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 SuiteNº603 New York, NY 10012