The document describes a proposed solution called Ignite that aims to enhance and extend human life by providing tools through a smartphone app and companion pad device to encourage positive lifestyle changes. The app would allow users to monitor their real-time life expectancy and earn rewards for healthy behaviors. The inexpensive pad would replicate the functionality of expensive fitness devices. Users could also earn "time credits" for further extending their lives that could be used to purchase additional health-promoting services and products. The team believes this approach could meaningfully impact health and longevity.

2. Our Mission
“To enhance and extend the life of humans by
providing them with the tools and the
understanding to change their lifestyle in a
positive way.”
“We do this by combining smartphones, life
expectancy, game theory, social interaction and
some clever hardware to drive behavior change”

3. The Solution
APP
TIME
CREDITS
PAD
• The application is the main way people interact with Ignite.
• The ignite pad allows us to get long term user retention and valuable data.
• The time credits is a long term strategy that will not be fully developed in the first
iteration of the product.
• Combined they delivery exponential value to the user
• Each is designed so that it can be built upon by partners

4. The Solution
APP
• The IGNITE APP allows users to monitor their life
expectancy in real time and modify it instantly based on
behavior changes.
• It allows user to track their progress over
time, everything from their weight to lifestyle changes.
• It allows earn perks in return for lifestyle changes.
• It allows them to set up competitive peer to peer
behavior through social media.

5. The Solution
APP

6. The Solution
PAD
• The IGNITE PAD is a incredibly clever but simple piece
of hardware that allows us to replicate the functionality of
a wiiFit in a device that should costs less that $3
• This device was invented by IGNITE and users clever
image recognition and advanced engineering to deliver
functionality of a device ten times its cost.
• We plan to find a sponsor to enable us to give away
millions of the devices for free.
• Provisional patent submitted.

7. The Solution
PAD

8. The Solution
TC
• Users can earn “time credits” over time based on extending their lives.
• They can only use these credits to purchase/subsidize life extending
products/services such as Gym Memberships, Healthy Food, DNA tests etc.
• The base of these credits are micro-lives that already have a market value of
$2.70 however the marketplace will define the actual value of the time credits5
• Advanced fraud protection and algorithms protect against gaming of the system.
• Eventually open this out into an health insurance marketplace.
• Open API allows other products to participate in the marketplace as long as we
acquire their data.
“An SOA online survey of 1,000 adults found that 83% would be willing to follow a healthy lifestyle program
if they received incentives from their health insurance plan.”

9. Revenue
• The app will be a free app, with in app purchases Model
• The pad will be either sold/licensed or sponsored with a
significant margin for IGNITE
• In app purchases for health products other synergistic
health applications
• Margin on transactions in the currency marketplace
• Ability to sell big data
• Long term goal to provide a health insurance
marketplace.
• Further product extensions

10. Our ideal timeline is very aggressive to take advantage of a
Timeline
significant marketing opportunity:
Ignite Pad Ignite Perks Risk Database
Ignite Time
Alpha Credits Beta Full
Test Launch Launch
Ignite App Contract Manufacturing Perk Portal
Plan Plan
Plan Plan Plan Plan
Build Build
Build Build Build Build
Test Test
Test Test Test Test
4 week
Agile cycles
1st of August 1st of October 1st of December
2012 2012 2012

11. Hardware
Sponsors
In sponsorship discussions with:

12. Brand
Partners
In brand partner discussions with:

13. The Team
Hermione Way
• Entrepreneur
• Owns digital media company
• Silicon valley video director for TheNextWeb
• Won Square Mile 30 under 30 for technology
• Spectator Business 2010 stars of tomorrow
• Culture Leadership 2010 Woman to watch
• Top UK female in tech 2010
• Named as Independents most influential Twitter 100
Ben Way
• Serial Entrepreneur
• 15 Years in business
• Millennium Young Entrepreneur of the year
• Developed and sold the world largest language learning website
• Founded the second largest solar company in the UK
• Invented one of the first ecommerce comparison engines
• Advised the White House on mobile technology
• Incubates early stage companies, current portfolio of 42 companies
Nick Fallon (Head Developer) Dr. Katy Thomas Fike(Gerontologist Advisor)
• 25 years in technology • Founder of Innovate50
• Extensive experience in mobile • Doctorate from University of Southern California’s
• Extensive experience in web 2.0 • Undergraduate degree in Systems Engineering
David Murray(UX Advisor) Chris Moss(Marketing Advisor)
• Product Development at Google • Marketing Director Virgin Atlantic
• UX specialist • Marketing Director Orange Mobile
• Gaming expertise • Marketing Director 118118

14. “Ben and Hermione's Ignite Pad concept is a simple,
innovative solution to one of the biggest and most
complex problems facing the country. We at LUNAR
are excited to work with them to bring this idea to
reality in a beautiful way that connects with people."
- John Edson, LUNAR industrial design partners of Apple, HP, Oral B

15. “Ignite's revolutionary suite of tools combines
disruptive technology, behavior change best
practices and cutting-edge, life expectancy research
to empower consumers to make informed daily
decisions to enhance the quality and quantity of their
lives. Ignite's innovative products have tremendous
implications for virtually anyone who has a personal
or organizational stake in health living and healthy
aging.“
- Dr. Katy Thomas Fike, specialist in aging.

16. Investment
$500,000
9 Month Burn Rate with $150K contingency
Convertible note @ 20% Discount for Venture Round @ $5m Cap

17. Appendix

18. Hardware

19. Software

20. Microlifes
“a microlife is 30 minutes of your life expectancy “
Life expectancy for a man aged 22 in the UK is currently about 79 years, which is an extra 57 years, or 20,800
days, or 500,000 hours, or 1 million half hours. So, a young man of 22 typically has 1,000,000 half-hours (57
years) ahead of him, the same as a 26 year-old woman. We define a microlife as the result of a chronic risk
that reduces life, on average, by just one of the million half hours that they have left.
Here are some things that would, on average, cost a 30-year-old man 1 microlife:
• Smoking 2 cigarettes
• Drinking 7 units of alcohol (eg 2 pints of strong beer)
• Each day of being 5 Kg overweight
There is a simple relationship between change in life expectancy and microlives per day. Consider a person
aged around 30 with a life expectancy of 50 years, or 18,000 days. Then a daily behavior or status that leads
them to lose a year of life expectancy (17,500 microlives) means they are using up around one microlife every
day of their lives.
Microlives encourage the metaphor that people go through their lives at different speeds according to their
lifestyle. For example, someone who smokes 20 a day is using up around 10 microlives, which could be
loosely interpreted as their rushing towards their death at around 29 hours a day instead of 24. This idea of
premature ageing has been found to be an effective metaphor in encouraging behavior change.
We will create an controlled wiki of risk using the Cox proportional hazards models methodology.

21. Proportional
hazards
Proportional hazards models are a class of survival models in statistics.
Survival models relate the time that passes before some event occurs to
model
one or more covariates that may be associated with that quantity.
In a proportional hazards model, the unique effect of a unit increase in a
covariate is multiplicative with respect to the hazard rate. For
example, taking a drug may halve one's hazard rate for a stroke
occurring, or, changing the material from which a manufactured component
is constructed may double its hazard rate for failure.
Other types of survival models such as accelerated failure time models do
not exhibit proportional hazards. These models could describe a situation
such as a drug that reduces a subject's immediate risk of having a
stroke, but where there is no reduction in the hazard rate after one year for
subjects who do not have a stroke in the first year of analysis.

22. Stats
• 50.4% of all Americans own a smartphone and growing4
• 155 Million devices to deploy on in the US alone
• These devices used in clever ways can change behavior
• 63% of Americans are Overweight
• 35% of Americans are Obese
• $300 Billion cost to American Economy
• Lifestyle is the primary factor in life expectancy

23. References
1. 2011 Society of Actuaries
2. 2012 CDC
3. 2008 Gallup and Healthways
4. Nielsen 2012
5. NICE