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1
We are leading a bold new approach in preventative care. The Body of
Knowledge makes it easy to adopt and sustain healthy life habits.
Proven diet and exercise choices become habits through a progressive,
highly actionable system without journaling or calorie counting.
THE PROBLEM
90% of people who go on a diet
gain the weight back within 2 years.
2
*1 -Abstract Journal of American Medicine (JAMA)
*2 -Report on Critical Health issues (CDC)
MOST PEOPLE SIMPLY RETURN TO THEIR OLD HABITS
60% of the US population struggles with weight loss issues
*1
Over 50% of population at levels of risk for key health indicators: BMI,
Hypertension, Cholesterol and Fitness/Activity levels.
*2
3
BEHAVIOR MODIFICATION
We are engaging with people through a series of achievable steps that gradually
increase their health and fitness by influencing their daily routines. We then
introduce awareness of the causes and effects of their choices and activities.
We begin with the most rapid path to noticeable results: meal frequency We
then go to work on adjusting diet choices and finally, add progressively
challenging levels of exercise, designed to build muscle mass.
HEALTHY HABITS
KNOWLEDGE +
PRODUCTS
FITNESS
Exercise / Muscle MassMeal Frequency Nutrition
PERMANENT
HEALTHY
LIFESTYLE
1. 2. 3.
4
MARKET FOCUS
Anyone can benefit from the Body of Knowledge. We are primarily
focused on the 60M average people who are overweight. We can
make a significant difference by simply giving people the tools to
adopt healthy live habits…
32% Obese
28% Overweight
60 Million (average) people
40% Healthy
5
OUR SCIENCE
RESULT
Reduce FAT STORAGE
HORMONE
Reduce Insulin Spikes
Reduce Bad Cholesterol
Control Diabetes
WHEN
Meal Frequency
5-6 Meals x Day
2-3 Hours apart
HOW
Fist-sized Portions
2:1 and 1:1
Carbs to Protein Ratio
Reduced Sodium
WHAT
Food Choices
1. No Changes
2. B-OK A+B Sub
3. Personalized
RESULT
FAT BURNING
More Stability
Strength
Endurance
Energy
WHEN
Training Frequency
2-4 days a week
2-3 Days Rest
HOW
B-OK Switch Training
B-OK 123-ABC Plans
WHAT
Workout Choices
1. No Changes
2. BOK Core/Link/Extr
3.Personalized
DIETEXERCISE
6
OUR SCIENCE
MEAL FREQUENCY
Control Fat Storage Hormone
Even out insulin spikes,
maintain steady blood sugar
levels.
THE FAT COCKTAIL
FAT BURNING METABOLISM
Switch Training
Exercise designed to
build muscle mass.
Salt
(Sodium)
Sugar
(SimpleCarbs)
Fat
Production
=+
7
THE B-OK APP
FIRST: Engaging meal frequency reminders
simply deliver rapid, tangible results.
SECOND: incorporates exercise reminders in
gradual path to fitness.
THIRD: Wisdom that reinforces healthy
habits is more actionable and easier to retain
than reading books or watching videos.
ONGOING: Continues to educate and
prompt about what to eat, when to eat and
and how to exercise and how often so people
stay on track, and succeed longterm.
Choose
Your Coach
Who would you most like to
help you to meet your
goals?
Steve
Chris
Marg
Breakfast
K
Take half the food portion
you would normally eat
for breakfast...
Save it in a baggie for
a late morning snack...
Alert by device at breakfast
time message spoken and
delivered by the selected
guide
Link to online content >>
more...
frequency
Knowledge bite #1 of
10 About meal
frequency,
combined with
a simple clear
graphic to
show how this
works
+/-
TIP: Pack a spare baggie for lunch
Contextual
soundbites pop-up to
give meaning to the
actions people follow
THE B-OK APP
9
COACHING PLATFORM
ACCELERTATED PROGRESS AND SUBSCRIPTION SERVICES
Coaching is offered as part of an optional paid subscription. The
system is designed to keep people on track through a process
of checklists and actions designed to keep people on track.
The model is similar to Uber drivers, in that does not require
experienced taxi drivers, so much as enthusiastic, trustworthy
people with interest and motivation.
10
NUTRITION SUBSCRIPTIONS
We include at least two tiers of food options as
part of our diet, nutrition subscriptions.
1. High quality, selections of full meals delivered
2. Curated boxed snack products that are head-
and shoulders above leaders in the weight-
loss food business.
SNACK/ MEAL SNACK/ MEAL
11
APP AS A HUB FOR SUBSCRIPTIONS
COACHING PLATFORM
BRINGS CUSTOMERS,
CROSS-SELL FOOD AND
EXERCISE OPTIONS
NUTRITION
CURATED SNACKS, COMPLETE DELIVERED
MEALS SUPPLIMENTS ETC. BRING
CUSTOMERS, CROSS-SELLS COACHING AND
EXERCISE OPTIONS
GYMS HEALTH CLUBS BRING
CUSTOMERS, CROSS-SELL
COACHING AND FOODS.
We deliver multiple points of value. Each of our channel partnerships is an inbound
source of high-conversion customers. Each channel also reinforces sustained
subscriptions to our services and products. The simple prompts and reminders from
the app keep people on track and function as an ongoing point of contact.
PARTNER INTEGRATIONS
HEALTH AND WELLNESS PROGRAM
PARTNERS (we have identified several
that drive traffic)
METRICS & MONITORING
TRACKING OUTCOMES
REINFORCEMENT & REWARD
CUSTOMER ACQUISITION
1. Customer acquisition through product and service partnerships. We
have worked these referrals into the business model, where partners
have an interest in directing customers to us in what we believe will
be a relatively frictionless marketing environment.
2. Groups and Friends & Family plans with shared coaching
3. Sharing and social media mechanisms at key milestones announcing
successes.
4. Health and Wellness programs as consultative and subscription
services (sales and outbound).
5. Direct marketing model through SEO/ SEM promotion, targeted
advertising and PR.
12
13
REVENUES
REVENUE STREAMS
1. DELIVERED FULL MEALS $150 - 250 PM local meal services
2. CURATED PACKAGED GOODS specific meals, snack foods and
beverages delivered on a regular basis as a subscription. $30-50 PM
3. COACHING SUBSCRIPTIONS $5 - 39 PM per seat
4. Licensing of content and Application to Health and Wellness programs.
COSTS
1. Customer acquisition and channel partner support.
2. Revenue share with coaches
3. Sales and management staff
14
MARKETPLACE
Guide to Health and Fitness Apps -2015
Fooducate Site - - - Y
Y - - -
Y Y Y Y
- - Y -
Y - Y -
Y - Y Y
Cal Y Y -
Cal Y Y -
Cal Y - -
- Y - -
Y 1/2 Y -
- - Y Y
ScheduleApp
Food/Snacks
Coaching
Education
ScheduleApp
Food/Snacks
Coaching
Education
WEIGHTLOSS
WELLNESS
PROGRAMS / Apps
15
TEAM
Dr. Robert Moore Founder and Author of the Body Of
Knowledge and the Fit Family Forever series. Health and fitness
expert. Doctor and Surgeon and head of his own practice.
David Shantz CMO, has had a key role in the early stages
of over 25 venture-backed start-ups, including several leading
mobile apps. Creative Director at WildOutWest (incubator)
Steve Latham COO, Co-Founder and serial
entrepreneur. Founder of Encore Metrics and CEO of Spur
Interactive, Harvard MBA
Tech Lead CTO, lead tech has background in mobile
technologies and mobile web
16
ADVISORS / CONTRIBUTORS
Jenna Anding, Ph.D., R.D., L.D.
Extension Associate Department Head - Department of Nutrition and
Food Science, Texas A&M University
Phillip Beckett
Director - Patient Clinical Services, Clinical Application Development
Services, Baylor College of Medicine
William Baun
Manager - Wellness Programs, M.D. Anderson Cancer Center
Richard Buday
President, Archimage, Inc.
Beth Carls
Mind Oh
David Chisholm
CEO, Chisholm Capital Management LLC
John P. Foreyt, Ph.D.
Professor - Department of Psychiatry and Behavioral Sciences /
Department of Medicine, Baylor College of Medicine
Drew Kahn
CEO, Houston Northwest Medical Center
Rohit Kashyap, M.D.
Partner, IKP Family Medicine
S. Keith Klein IV CCN, CN
CEO, Institute of Eating Management
Kenneth Goodrick. Ph.D.
Associate Professor - Family & Community Medicine Department,
Baylor College of MedicineÂ
Steve Greenberg
Attorney at Law - Corporate Legal counsel
Jonathan Lack
Executive Director, Houston Wellness Association
Suzanne Kneuper, MS
Senior Research Assistant - Family and Community Medicine, Baylor
College of Medicine
Catherine Kruppa, MS, RD, LD
Nutritionist, Advice For Eating
Mark LeBlanc
President, The Wellfit Group
Walter LeLux
Principle, Health Task
Carmen Mikhail Ph.D.
Director - Eating Disorders Clinic, Texas Childrens Hospital Assistant
Professor, Baylor College of Medicine
Mark Natoskie, M.D., M.B.A.
Vice President and Chief Medical Officer, Humana Houston Operations
Mark Peacher
Protechnics Division, Core Laboratories
Ross Shegog
Assistant Professor, Center for Health Promotion & Prevention
Research,UT-School of Public Health
Emmannuelle Schuler
Office of Intellectual Property Management, University of Houston
Neal Spruce
CEO, Apex Fitness
Richard R. Suminski, Ph.D., M.P.H.
Associate Professor of Physiology, Kansas City University of Medicine
and Biosciences
Wendell Taylor, Ph.D.
Associate Professor, Behavioral Sciences and Health Promotion School
of Public Health Center for Health Promotion and Prevention Research,
University of Texas Health Science Center at Houston
William W. Wong, Ph.D., F.A.C.N.
Professor - Department of Pediatrics, Baylor College of Medicine
Director - Gas-Isotope-Ratio Mass Spectrometry Laboratory,
USDA/ARS Children's Nutrition Research Center
Abraham Winkelstein, M.D.
Partner, Digestive Specialists, PA
17
MILESTONES
2006
First Edition of Body of Knowledge Book
Published by BridgeWay Books
2007 Haliburton Health and Wellness Program
2008 Fit Family Forever series multimedia / TV production
2016 B-OK Application Launch
2009 BOK system Incorporation / Metrics Lab Partnership
18
USE OF FUNDS
$500 k Seed round
$ 150k App completion optimization and testing: IOS / Android
$ 75k Infrastructure - using existing offices in Dallas
$ 150k Marketing and Promotional
$ 125k Operations
NEEDS
Introductions to Nutritional Products and Food services
App Distribution
App Promotion
19
For the majority of people - patterns of behavior are
entrenched and difficult to break out of.
We have developed the tools and structure to guide people
step-by-step through gradual adoption of healthy life habits.
Starting with simple changes, then through contextually
relevant soundbites giving the rationale for change and
rewards for actions. We help people to make adjustments that
make it easier to get to each new level of health and fitness.

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Body of Knowledge Introduction

  • 1. 1 We are leading a bold new approach in preventative care. The Body of Knowledge makes it easy to adopt and sustain healthy life habits. Proven diet and exercise choices become habits through a progressive, highly actionable system without journaling or calorie counting.
  • 2. THE PROBLEM 90% of people who go on a diet gain the weight back within 2 years. 2 *1 -Abstract Journal of American Medicine (JAMA) *2 -Report on Critical Health issues (CDC) MOST PEOPLE SIMPLY RETURN TO THEIR OLD HABITS 60% of the US population struggles with weight loss issues *1 Over 50% of population at levels of risk for key health indicators: BMI, Hypertension, Cholesterol and Fitness/Activity levels. *2
  • 3. 3 BEHAVIOR MODIFICATION We are engaging with people through a series of achievable steps that gradually increase their health and fitness by influencing their daily routines. We then introduce awareness of the causes and effects of their choices and activities. We begin with the most rapid path to noticeable results: meal frequency We then go to work on adjusting diet choices and finally, add progressively challenging levels of exercise, designed to build muscle mass. HEALTHY HABITS KNOWLEDGE + PRODUCTS FITNESS Exercise / Muscle MassMeal Frequency Nutrition PERMANENT HEALTHY LIFESTYLE 1. 2. 3.
  • 4. 4 MARKET FOCUS Anyone can benefit from the Body of Knowledge. We are primarily focused on the 60M average people who are overweight. We can make a significant difference by simply giving people the tools to adopt healthy live habits… 32% Obese 28% Overweight 60 Million (average) people 40% Healthy
  • 5. 5 OUR SCIENCE RESULT Reduce FAT STORAGE HORMONE Reduce Insulin Spikes Reduce Bad Cholesterol Control Diabetes WHEN Meal Frequency 5-6 Meals x Day 2-3 Hours apart HOW Fist-sized Portions 2:1 and 1:1 Carbs to Protein Ratio Reduced Sodium WHAT Food Choices 1. No Changes 2. B-OK A+B Sub 3. Personalized RESULT FAT BURNING More Stability Strength Endurance Energy WHEN Training Frequency 2-4 days a week 2-3 Days Rest HOW B-OK Switch Training B-OK 123-ABC Plans WHAT Workout Choices 1. No Changes 2. BOK Core/Link/Extr 3.Personalized DIETEXERCISE
  • 6. 6 OUR SCIENCE MEAL FREQUENCY Control Fat Storage Hormone Even out insulin spikes, maintain steady blood sugar levels. THE FAT COCKTAIL FAT BURNING METABOLISM Switch Training Exercise designed to build muscle mass. Salt (Sodium) Sugar (SimpleCarbs) Fat Production =+
  • 7. 7 THE B-OK APP FIRST: Engaging meal frequency reminders simply deliver rapid, tangible results. SECOND: incorporates exercise reminders in gradual path to fitness. THIRD: Wisdom that reinforces healthy habits is more actionable and easier to retain than reading books or watching videos. ONGOING: Continues to educate and prompt about what to eat, when to eat and and how to exercise and how often so people stay on track, and succeed longterm. Choose Your Coach Who would you most like to help you to meet your goals? Steve Chris Marg
  • 8. Breakfast K Take half the food portion you would normally eat for breakfast... Save it in a baggie for a late morning snack... Alert by device at breakfast time message spoken and delivered by the selected guide Link to online content >> more... frequency Knowledge bite #1 of 10 About meal frequency, combined with a simple clear graphic to show how this works +/- TIP: Pack a spare baggie for lunch Contextual soundbites pop-up to give meaning to the actions people follow THE B-OK APP
  • 9. 9 COACHING PLATFORM ACCELERTATED PROGRESS AND SUBSCRIPTION SERVICES Coaching is offered as part of an optional paid subscription. The system is designed to keep people on track through a process of checklists and actions designed to keep people on track. The model is similar to Uber drivers, in that does not require experienced taxi drivers, so much as enthusiastic, trustworthy people with interest and motivation.
  • 10. 10 NUTRITION SUBSCRIPTIONS We include at least two tiers of food options as part of our diet, nutrition subscriptions. 1. High quality, selections of full meals delivered 2. Curated boxed snack products that are head- and shoulders above leaders in the weight- loss food business. SNACK/ MEAL SNACK/ MEAL
  • 11. 11 APP AS A HUB FOR SUBSCRIPTIONS COACHING PLATFORM BRINGS CUSTOMERS, CROSS-SELL FOOD AND EXERCISE OPTIONS NUTRITION CURATED SNACKS, COMPLETE DELIVERED MEALS SUPPLIMENTS ETC. BRING CUSTOMERS, CROSS-SELLS COACHING AND EXERCISE OPTIONS GYMS HEALTH CLUBS BRING CUSTOMERS, CROSS-SELL COACHING AND FOODS. We deliver multiple points of value. Each of our channel partnerships is an inbound source of high-conversion customers. Each channel also reinforces sustained subscriptions to our services and products. The simple prompts and reminders from the app keep people on track and function as an ongoing point of contact. PARTNER INTEGRATIONS HEALTH AND WELLNESS PROGRAM PARTNERS (we have identified several that drive traffic) METRICS & MONITORING TRACKING OUTCOMES REINFORCEMENT & REWARD
  • 12. CUSTOMER ACQUISITION 1. Customer acquisition through product and service partnerships. We have worked these referrals into the business model, where partners have an interest in directing customers to us in what we believe will be a relatively frictionless marketing environment. 2. Groups and Friends & Family plans with shared coaching 3. Sharing and social media mechanisms at key milestones announcing successes. 4. Health and Wellness programs as consultative and subscription services (sales and outbound). 5. Direct marketing model through SEO/ SEM promotion, targeted advertising and PR. 12
  • 13. 13 REVENUES REVENUE STREAMS 1. DELIVERED FULL MEALS $150 - 250 PM local meal services 2. CURATED PACKAGED GOODS specific meals, snack foods and beverages delivered on a regular basis as a subscription. $30-50 PM 3. COACHING SUBSCRIPTIONS $5 - 39 PM per seat 4. Licensing of content and Application to Health and Wellness programs. COSTS 1. Customer acquisition and channel partner support. 2. Revenue share with coaches 3. Sales and management staff
  • 14. 14 MARKETPLACE Guide to Health and Fitness Apps -2015 Fooducate Site - - - Y Y - - - Y Y Y Y - - Y - Y - Y - Y - Y Y Cal Y Y - Cal Y Y - Cal Y - - - Y - - Y 1/2 Y - - - Y Y ScheduleApp Food/Snacks Coaching Education ScheduleApp Food/Snacks Coaching Education WEIGHTLOSS WELLNESS PROGRAMS / Apps
  • 15. 15 TEAM Dr. Robert Moore Founder and Author of the Body Of Knowledge and the Fit Family Forever series. Health and fitness expert. Doctor and Surgeon and head of his own practice. David Shantz CMO, has had a key role in the early stages of over 25 venture-backed start-ups, including several leading mobile apps. Creative Director at WildOutWest (incubator) Steve Latham COO, Co-Founder and serial entrepreneur. Founder of Encore Metrics and CEO of Spur Interactive, Harvard MBA Tech Lead CTO, lead tech has background in mobile technologies and mobile web
  • 16. 16 ADVISORS / CONTRIBUTORS Jenna Anding, Ph.D., R.D., L.D. Extension Associate Department Head - Department of Nutrition and Food Science, Texas A&M University Phillip Beckett Director - Patient Clinical Services, Clinical Application Development Services, Baylor College of Medicine William Baun Manager - Wellness Programs, M.D. Anderson Cancer Center Richard Buday President, Archimage, Inc. Beth Carls Mind Oh David Chisholm CEO, Chisholm Capital Management LLC John P. Foreyt, Ph.D. Professor - Department of Psychiatry and Behavioral Sciences / Department of Medicine, Baylor College of Medicine Drew Kahn CEO, Houston Northwest Medical Center Rohit Kashyap, M.D. Partner, IKP Family Medicine S. Keith Klein IV CCN, CN CEO, Institute of Eating Management Kenneth Goodrick. Ph.D. Associate Professor - Family & Community Medicine Department, Baylor College of Medicine Steve Greenberg Attorney at Law - Corporate Legal counsel Jonathan Lack Executive Director, Houston Wellness Association Suzanne Kneuper, MS Senior Research Assistant - Family and Community Medicine, Baylor College of Medicine Catherine Kruppa, MS, RD, LD Nutritionist, Advice For Eating Mark LeBlanc President, The Wellfit Group Walter LeLux Principle, Health Task Carmen Mikhail Ph.D. Director - Eating Disorders Clinic, Texas Childrens Hospital Assistant Professor, Baylor College of Medicine Mark Natoskie, M.D., M.B.A. Vice President and Chief Medical Officer, Humana Houston Operations Mark Peacher Protechnics Division, Core Laboratories Ross Shegog Assistant Professor, Center for Health Promotion & Prevention Research,UT-School of Public Health Emmannuelle Schuler Office of Intellectual Property Management, University of Houston Neal Spruce CEO, Apex Fitness Richard R. Suminski, Ph.D., M.P.H. Associate Professor of Physiology, Kansas City University of Medicine and Biosciences Wendell Taylor, Ph.D. Associate Professor, Behavioral Sciences and Health Promotion School of Public Health Center for Health Promotion and Prevention Research, University of Texas Health Science Center at Houston William W. Wong, Ph.D., F.A.C.N. Professor - Department of Pediatrics, Baylor College of Medicine Director - Gas-Isotope-Ratio Mass Spectrometry Laboratory, USDA/ARS Children's Nutrition Research Center Abraham Winkelstein, M.D. Partner, Digestive Specialists, PA
  • 17. 17 MILESTONES 2006 First Edition of Body of Knowledge Book Published by BridgeWay Books 2007 Haliburton Health and Wellness Program 2008 Fit Family Forever series multimedia / TV production 2016 B-OK Application Launch 2009 BOK system Incorporation / Metrics Lab Partnership
  • 18. 18 USE OF FUNDS $500 k Seed round $ 150k App completion optimization and testing: IOS / Android $ 75k Infrastructure - using existing offices in Dallas $ 150k Marketing and Promotional $ 125k Operations NEEDS Introductions to Nutritional Products and Food services App Distribution App Promotion
  • 19. 19 For the majority of people - patterns of behavior are entrenched and difficult to break out of. We have developed the tools and structure to guide people step-by-step through gradual adoption of healthy life habits. Starting with simple changes, then through contextually relevant soundbites giving the rationale for change and rewards for actions. We help people to make adjustments that make it easier to get to each new level of health and fitness.