Curo is an electronic toothbrush that uses nanotechnology to analyze saliva and share data with users and the health community. Curo thus provides on-demand results through the ritual of brushing one’s teeth.

1. Health in your Hands
DM654 Strategic Technology
ThunderDome Final Project
12.15.13

3. CONTEXT
Consumers
feel they know
what to do to
maintain a healthy
lifestyle by being
“moderate”.
There is a lack
of data about the
“unsick” population
and national standards
and guidelines for
disease prevention
cannot be effectively
implemented.
With the
introduction and
expected growth of
home testing kits and
wearable monitoring
tech, consumer
self-awareness and
self-control is
here.
The
simple task of
brushing one’s teeth
can supply public health
colleagues with the very
information needed to
keep people healthy
and aid humanity.

4. CORE PROBLEMS
e-Health
Oral Hygeine
Monitor
and track
Rising cost
of healthcare
Bio -Nano
Technology
Health
Management
Core
Values
Prote
ction Effo
rtlessMonitoring
W
indow to Health

5. Beacon User Routine User Novel User
Provide ease of
sharability and
monitoring a healthy
active lifestyle.
Empowerment
and the benefit of
understanding how
Curo can better serve
them and humanity.
Facilitate lifestyle
changes through
a simple means of
brushing teeth and
checking updates.
TARGET USER INFO

6. EMPATHIC MODEL
Say
DoThink
Don’t
Feel
Safe
Clean
Looked after
Dependable
On Top of things
Well informed
Invested
Relieved
Incorporate it into your daily routine
Be aware of your general health
Carry/treat as a personal tool
Let anyone else use it
Self diagnosis (you still need to visit
a doctor)
Diagnose other people
This will change my life
I can stop worrying about little things
I can keep track of what I eat
I can regulate my body
I won’t have to visit a doctor everytime
I feel sick
This will cut my annual medical bills
I can use this all the time
I feel taken care of
This will cut my medical expenses
This is an easy to use
I don’t have to wait for test results
My entire family should use this
This will tell me when to visit a doctor

7. DEEPLY HELD VALUES:
Curo is taking strides to ensure its
product and service can be interpreted
and relevant across cultural lines. By
doing so, Curo can universally create a
culture of caring and active lifestyles.
ENVIRONMENT:
Curo has an exchange program that will
decrease our consumers environmental
footprint. Secondly, the lifestyle habits
and indicators will inform users of their
current consumption; as an outcome,
Curo will promote lifestyles that are envi-
ronmentally friendly and active.
POLITICS:
Curo will have an impact on politics that
involves health care administration and
cost. We want to ensure a favorable
perspective and acceptance within the
government and public health community.
Curo is not intended to replace any
physician, only provide monitoring and
alerts to encourage consumers to visit and
follow up with as necessary.
EDUCATION:
“Results on Demand”will provide
immediate information to all users. They
will be educated how their lifestyle
choices are making physical
manifestations in their bodies. The only
way to truly save people’s health is to
provide a mirror and inform people
honestly and accurately about themselves.
TECHNOLOGY:
Curo is implementing an evolving technolo-
gy called nanotechnology. Not only has this
technology made tremendous leaps over
the past decade, it will be seamlessly incor-
porated to handheld devices, allowing the
toothbrush to become“smart”.
SOCIOLOGICAL:
Consumers want the ability to know their
health standings. We have an opportunity
to provide them with this knowledge and
encourage an awareness of lifestyle choices
that will make the user want to lead healthi-
er and productive lifestyles.
ECONOMICS:
The micro and macro implications of Curo
will be significant. On the one hand, Curo
will save consumers a substantial amount of
money through a tool of preventive care.
On the other hand, the local economy can
benefit from Curo by having lowered
medical costs undertaken by the
government. New York City is currently
developing a venture fund for biotech firms
as well, enabling a source of capital for
research and development (SOURCE WSJ).
STEEPED ANALYSIS

8. Health tracking in four areas
Data processor
Rechargeable
Adaption
Functionality
Features
Singularity
Ease of Use
User/ Audience
Pain Gain
18-44 aged influencers implementing
"I.o.T" into their everyday lifestyle
Availability for multiple device;
Immediate gratification;
Fulfillment of desired knowledge
Smart toothbrush with data transfer;
Feature connection to refrigerator - bathroom
mirror - and medicine;
Future suggestion of food and drink choices
Effortless Engagement;
Intuitive Interface;
Instant Results;
Convenient Methodology
UX
Nano technology
Wi-fi data transfer
Lack of knowledge, resources
and trust.
Empowerment and proactive grasp
of health and lifestyle planning

9. SOLUTION
+
User:
Individual will
brush their
teeth normally
using the
Curo
toothbrush.
Toothbrush
base:
Base will collect
data and
transfer to data
library.
Data Library:
Data will be
stored and
recorded; it will
then be released
to users and to
other entities.
User Access:
Data results can be
retrieved through
mobile devices and
desktops.
User:
User can read their
results and share it if
they wish to.
Third Party:
Companies that wish
to retrieve information
for health and
demographic research.

10. PART.1 CURO BRUSH
Data Signal
Emitting Port
Charging Port
(Back-up Battery)
Connects to
DC Power
Primary Battery
Overall Dimensions of the Toothbrush is 8 inches by 1.5 inches
SECTIONAL ELEVATION
NOT TO SCALE
SIDE ELEVATION
NOT TO SCALE
FRONT ELEVATION
NOT TO SCALE
Micro SD Card
Slot
Grip Handle
Power Switch
Power Light
Indicator
Brush Head should be replaced
every three months
It also contains the Nano-Bio
Sensor Units, Reagent Solution
and Drive Shaft
Methodology for Collecting Data
from Saliva through the
Bio-Nano Chip
Toothbrush
Bristles
Data Microprocessing
Unit
Motor
Actuator
Replaceable
Brush Head
Drive Shaft
Brush Head
Nano-Biosenser Units
Reagent Cartridges

11. PART.2 APP + WEBSITE
Click to enter
Health In Your Hands
HOME
HOME
Diary
Progress
Warnings
Test Results
Reminder
Friends
Message
Diary
Progress
Friends
Share Results
Rewards
FRIENDS
WARNINGS
Test Results
Reminders
Deactivate Reminder
Create Reminder
Delete Reminder
REMINDER
DIARY
TEST RESULTS
Tips
Suggested Tip
TIPS
Warnings
PROGRESS
HOME
Diary
Progress
Warnings
Test Results
Reminder
Friends
X
Tips
Users can choose to share their result with others or
share their results with Curo, Inc. Results shared to
Curo and rewards can be accumulated. This can be
used to get discounts on memberships and products.
This feature allows users
presently diagnosed
with chronic conditions
to create prescription or
general reminders.
Curo users can log their daily food intake,
liquids consumed and activities. This can
help Curo generate predictive tips and
generate results.
Depending on a
users diary along
with their test result,
our tip feature will
recommend diets,
activities, relaxation
technique, dental
tips and more.
This option allows you to set
possible goals, compare against
past results (Stress levels,
Weight, Glucose levels, etc).

12. HOME BACKGROUND AFFILIATIONS PROGRAM ABOUT US MEMBERSHIP CONTACT
The Curo System is a completely
unique product and service unlike
anything else on the market. It is a
hybrid of 3 markets
AFFILIATIONS PROGRAM ABOUT US MEMBERSHIP CONTACTBACKGROUND
HOME
SIGN UP LOGIN
CALENDAR DATA RESULTS WARNINGSDEMOGRAPHICS
DETAILED
REPORT

13. HOME PAGE
ABOUT US MEMBERSHIP CONTACTPROGRAMAFFILIATIONSBACKGROUNDHOME
Terms of Use & Privacy Policy
Privacy Policy (Click link to access documents)
Terms of Use
Curo respects your privacy and is committed to protecting it at all times.
This online privacy statement explains how Curo collects, uses and
safeguards information on its website. This Internet Privacy Statement
applies only to information collected by Curo through its website.
Secure Sign In
Sign In
By accessing or using any of Curo Internet properties including,
without limitation, www.curo.org, and any others released by Curo
from time to time (collectively referred to as Curo websites”) you
agree to comply with and be bound by these Terms and Conditions
of Use (“Terms of Use”). Please read these Terms of Use carefully
as well as Curo’s Privacy Policy which is incorporated herein by
reference. If you do not agree to these Terms of Use and the Privacy
Policy, you must immediately terminate your use of Curo website.
You may print or save a copy of these Terms of Use for your records.
Username
Password
Trouble Signing In?
Create an Account

14. RESULT PAGE
ABOUT US MEMBERSHIP CONTACTPROGRAMAFFILIATIONSBACKGROUNDHOME
DEMOGRAPHIC
DATA RESULT
CALENDAR
WARNING
GlucoseCortisolCPR
* Click each table to read full report* Click to read full report
Click To Share Results
Periodontal

15. BUSINESS STRATEGY
PEOPLE:
Empowering people by
allowing them to track
their health; scrubbed
data after use to
ensure confidentiality.
PROFIT:
In a highly lucrative
and growing market,
Curo aims to
break-even and make
profit a year and a half
after launch.
PLANET:
Sustainable initiatives
to ensure ecological
footprint is minimized.
Carbon-neutral
initiatives to be
employed.
CULTURE:
With user’s consent,
Curo will share data to
better government
policies and scientific
research.

16. BUSINESS STRATEGY
The environmental impact of the
electric toothbrush will be
mitigated through a rewards
program.
Encouraging users to
return the device after
maximum use.
Material selection will reduce
ecological footprint as
plastics used will be
repurposed.
Additionally, power
consumption will be
highly efficient through
research initiatives
conducted over the
next two years.
Carbon-neutral initiatives will
also be adopted by Curo to
achieve net zero carbon
emissions by balancing
a measured amount
of carbon released with an
equivalent amount sequestered.

17. BUSINESS STRATEGY
Consumer
Health Community We Are Selling a System
that Analyzes four Lifestyle
Biomarkers and
Collects Data
Data Available Through
Website and App
Provides Tips and Public
Health References
Encourage Habit and
Lifestyle Decisions that are
Positive and Preventative
Alliance With:
American Health Association
American Medial Association
American Dental Association
Center For Disease Control
For Profit: Sell Data Sets To
Companies In Need of “At
Risk” Data
International Research
Board Account
Take New Data Provide
Info To Users
Innovation: Introduce
Additional Markers and
InstrumentsInnovation: Smaller
Technology/ Trusted
Diagnostic Tool

18. BUSINESS STRATEGY
RESOURCES & ASSETS
PLANNED GAINS
Capital investment
Curo Team
Advisory Board
Collaborators
Software Engineer
Chief Industrial Designer
Business Development
Finance Operations
Data Inventory
Software UX Designer

19. of trackers
use technology
7 out of 10 adults
use a health tracking indicator
7% use apps
on their phones
21%
8%
use a medical device
19% of adults
without chronic
health indicators
track their health
1% use a website
40% of people
with one condition track
62% of people with
two or more conditions
http://www.pewinternet.org/2013/01/28/tracking-for-health/

20. COLLABORATIONS + STRATEGY
Younger people
makes sense to target
becuse a large percent-
age do not have insurance.
Contract Wording
Specialist
Insurance Endocrinologist App Designer
18-40 will be
the most interested
because of the
general trend towards
more data-driven
I strongly believe
saliva testing is a future
medical breakthrough and
much research is needed.
ENT Specialist
FDA Worker & MD
Colgate
Youti Kuo
Patent Owner
Self-correction
and monitoring is
really important... look
for holistic medicine rather
than ‘quick fixes’.
Saliva is the
number one
biomarker to track a
heart attack 2 days prior
to occurring.
Prevention
makes my job
much easier!
It is great that
Curo will be able
to gather and
analyze a large pool of
data on a regular basis.

21. • New/First market
• Prevention
• Daily engagement
• Resource for the uninsured
• No pain (non-invasive)
• Convenience
• It “internets” health care
and medicine
• Expensive
• Misuse
• Sharing Data (privacy and
comfort)
• Lifespan (technology
innovation)
• Innovations (New editions)
• Technology advancment
• Reduce illnesses/diseases
• Collaborations with medical
or life style brands
• Data for health and
demographic research
• Copy from competitors,
patents, insurance
companies, copywrite
• Raw materials- availability
and market changes
• Technology advances make
product difficult to use
• Big brother
S W
O T

22. BUSINESS STRATEGY
Customer Loyalty
Web & App
Integration
Buyer Power
Many segregated options to choose from
eHealth
Prestige Value
Non- Brand and generic option
Monitor
Detection
Oral
Hygiene
Competitive Rivalry
Markets Growing
eHealth
Monitor
Detection
Oral
Hygiene
12% 48% 31%
Economics of Scale
Brand Identity
Retaliation
eHealth
Monitor
Detection
Oral
Hygiene
Threat of New Entry
Supplier loyalty
due to quantities
Quality compromise if supplier changes
Setting of Prices
Threat of Substitution
Disruptive Technology
eHealth
Monitor
Detection
Oral
Hygiene
Supplier Power
eHealth
Monitor
Detection
Oral
Hygiene
Competitive
Rivalry
eHealth, Monitor
Detection, Oral
Hygiene

23. Oral Hygiene
Monitor + Track
eHealth
Procter & Gamble
has 20% of the market share
*entered 40 countires in the past 4
years
Colgate 27% of the market share
*ranked #32 for innovative companies
Nike Fuel Band
20 million memeber worldwide $149
Jawbone $1.5 billion valuation
promotes mobile lifestyle and makes
up 75% of the market with Logitech
and Plantronics
WebMD
is a medical new and advice platform
40% market share
Web MD pregnancy app
Interactive MD
25$ a month 50,000 users
connects patients with doctors via real
time conferencing.
PERIPHERY
PERIPHERY
My Fitness Pal
ZRT Labs - home saliva testing kit
PERIPHERY
Colgate Toothpaste for diabetes prevention
COMPETITOR ANALYSIS

24. MARKETING MIX
PHYSICAL
ENVIRONMENT
Fitness Facility
Drug Store
Online
PRODUCT
1st Market Entry
Lifestyle System
Hybrid
PLACE
Lifestyle Retailers
Event Sponsorships
Conferences PRICE
PROMOTION
PEOPLE
Collective
Humanity
PROCESS
Habits
Rewards Program
Featured User Diary
Price Skimming
Free & Incentive Items
Tier based Pricing
Social Media Strategy
Free replacement head
City Launch Campaign
Currently using other
monitoring device
Influential
Tech Savvy
TARGET USER

25. Study current market,
potential users and
need for prevention
that is non-invasive
Quantify team
asset and
deficiences
Conduct market research,
interviews, surveys, patents,
identify competitors
IDENTIFY OBJECTIFYASSESS
Integrate nanotechnology
into toothbrush, develop
service for web and
app platforms, create
prototype
Develop marketing, sales
and social marketing,
establish needed capital,
specialized research, identify
possible strategic alliances,
form Advisory Board
Re-align strategies to
progressed product and
service
VISUALIZE IDEATECALIBRATE
FUNDING
REQUIRED
Conduct proper research
with universities, further
development with patent
holder
Form Customer Panel
Groups, begin marketing
and participate in trade
shows
Launch Generation 1
~ April 2015
Launch Generation 2
~ December 2015
AUDIT IMPLEMENTTEST

26. CONCLUSION
Objectives Critical Success Factor
Gain Market Share in following
sectors:
- 4% of Electric Toothbrush Market
- 10% of eHealth Devices
- 15% of Saliva Monitoring Kits
Leadproactivelifestylesandpromote
healthyhabitsultimatelyreducing
extraneousdoctorvisitsby10%
Be a leading trustworthy source
to government and medical
industries
Sustain a customer satisfaction
rate of 90%
Expand product range to
attract more customers
Increase competitiveness against
other rival brands and products
Attract new customers and
demographics
Maintain strong presence online
and on various platforms,
allowing people to review results
and share their stories.
Incentivize people to share their
medical data, contributing
strongly to medical and statistical
research initiatives by leading
agencies
Retain staff and maintain high
customer-service standards
Enter new markets and keep a
steady budget for testing,
research and development

27. Thank you