The document discusses the prevalence of back pain due to modern lifestyles and highlights the market potential for a portable back support product called 'back-u-up.' Developed by Gila Ziv, the product features an ergonomic design that promotes proper spine alignment and is compact enough to fit in bags, targeting various consumer groups including travelers and office workers. The document also emphasizes the importance of innovative materials and stylish design, aiming for retail distribution partnerships to reach broader audiences.

2. The Problem -
The State of Our Backs
• Modern lifestyle means many hours spent sitting on
less than perfect chairs – traveling on planes,
commuting in cars, in the office, and in front of
computers.
• Incorrect posture and bad habits create stress and
tension in the spinal column, and this can be the source
of long-term damage and chronic pain.
• Current data shows that more than 80% of people
have some form of recurring back pain.
• 33% of people aged 30 and over suffer chronic back
pain.
• Help is needed for optimal back support, in every
situation.

3. Market Potential
• Back-U-Up was developed to improve wellbeing and back
health in any sitting situation, such as airplane and car travel as
well as office and bench work environments.
• In 2007, 4.79 billion passengers were seated on airplane flights
throughout the world; 32% of these in North America. Atlanta
Airport alone serviced 99 million passengers. Just one example
of Back-U-Up’s function shows the astonishing size of the
potential market.
• According to the U.S. Department of Transportation Statistical
Records Office (2005) there are approximately 62 million
registered vehicles in the U.S. at the current time and appox. 6.4
million unregistered functioning vehicles. Roughly 32% of those
two numbers combined would account for Semi-Trucks,
construction, heavy machinery vehicles.

4. The Solution -
Back-U-Up - Portable Back Support Gear
• Natural support - A novel approach and ergonomic design
ensure perfect posture, for a pressure-free and healthy spine, in
any sitting position.
•Developed by Gila Ziv, an expert in the Alexander technique
with 30 years’ experience working with people of all ages and
with various back problems and disabilities, as well as athletes,
sportspeople and actors.
• Compact and portable - The only back support product on the
market that folds and fits into a standard handbag, shoulder bag,
briefcase or schoolbag.
• Contemporary designs - Gives a young, vibrant image to back
support gear.
• Patent pending
front back

5. Primary target consumers
• Airline travelers
• Intensive computer workers
• Commercial and leisure drivers
• Back-U-Up is designed for people of all ages.

6. The Back-U-Up Difference – How does it work
• It is commonly believed that the natural S shape of the
spine, in which the lower back curves inward, is the correct
posture while sitting.
• This assumption is wrong and, in fact, leads to uneven
positioning of the lower vertebrae and consequently increased
pressure, tension and pain.
• Most back support cushions on the market today make the
mistake of promoting the unhealthy S curve.
• This is the Back-U-Up difference – Back-U-Up is the only
solution on the market that gives unique, innovative back
support by positioning the vertebrae in an even, straight and
comfortable line along the entire spinal column.

7. Back-U-Up – Anywhere, Anytime
Back-U-Up is foldable, portable, compact, and designed
for use with any chair, in all settings, including:
• Travel
In the car, on an airplane
• Office
In meetings, at the computer, during lunch
• Home
In the living room, in the dining room, in the garden,
working on the computer, watching TV
• School/university
During class, lectures, exams
• Out and about
Theaters, sports arenas, restaurants, cafes and outdoor
events

8. Designed for Natural Support
• Back-U-Up features an ergonomic,
compact and portable design based on
years of research and practical experience
in the Alexander technique.
• When folded, it fits easily into a handbag
or briefcase.
• Construction - Back-U-Up is comprised of
unique mix of materials, including wood,
polyurethane and rubber, for high quality,
lightweight & sturdy back support.
• Specially designed rubber stoppers at
the bottom keep it in position during use.
• Back-U-Up is simple to use, features a
clasp and is easily stored away.
Side
Folded
Clasp
Stoppers

9. Back Support with Style
• Designed by Michal Taichman, a world renounced designer
with long experience in ergonomic device innovation.
• Back-U-Up is available in a range of designer colors and
patterns that offer a fresh and stylish look.
• Back-U-Up blends seamlessly with modern lifestyle and
schedules, in any situation.

10. Simple to use and lightweight
• Back-U-Up measures just 14”x 11”.
• Back-U-Up only weights XX oz.
•Folded, it measures 3” in width fitting easily in handbag /briefcase.

11. Back-U-Up – Fits Anywhere
Back-U-Up is foldable, portable, compact, and designed for
use with any bag and sitting environment.

12. Three Reasons to Own Back-U-Up
1. Design Ingenuity enables back support whenever and wherever
• Treats back problems at the source
Provides a solution for all backache, including disc problems, and
prevents
back problems caused by unhealthy sitting positions.
• Improves quality of life
A powerful, affordable tool to cure and prevent back pain, for a
healthier,
pain-free life.
2. Innovative and durable materials
• Firm, soft, ergonomic
Ideal back support based on extensive research.
•Lightweight, compact, portable
Back support wherever you are, whenever you need it.
3. Cool looks
• Back relief with style
Back support that looks great, in a range of contemporary designs and
colors.
Suggested retail prices
Target retail price - 49.99$

13. What are we looking for
• We believe in the potential of our product to improve the wellbeing of people
of all ages, everywhere.
• We are searching for distribution partners with proven experience in relevant
channels, such as airport outlets, lifestyle & specialty stores, office suppliers,
pharmacies and more (Such as Brookstone)

14. Thank you for your attention
We look forward to providing any further
information you may require.