Suc­cess­ful inno­va­tors will dis­sect key mar­ket & tech­nol­ogy trends and suc­cess­ful mod­els to val­i­date and com­mer­cial­ize inno­va­tion, with a par­tic­u­lar empha­sis on how to cre­ate a loyal user base and gain main­stream dis­tri­b­u­tion via a diver­sity of channels. - Chair: Dr. Jen­nifer Buss, Assis­tant Vice Pres­i­dent of Sci­ence and Tech­nol­ogy at the Potomac Insti­tute for Pol­icy Studies - Char­lie Hartwell, Oper­at­ing Part­ner at the Bridge Builders Collaborative - Mark Bax­ter, Gen­eral Man­ager of Fit Brains (a Rosetta Stone company) - Ita­mar Lesu­isse, CEO & Co-Founder of Peak - Con­nor Rus­so­manno, CEO & Co-Founder of OpenBCI Presentation @ The 2015 SharpBrains Virtual Summit http://sharpbrains.com/summit-2015/agenda

1. Lessons learned in
bringing innovative
solutions to market
Brand
Channels
Platform

2. Lessons learned in bringing
innovative solutions to market
Chaired by: Dr. Jennifer Buss,
Assistant Vice President of
Science and Technology at the
Potomac Institute for Policy Studies
Charlie Hartwell,
Operating Partner at
the Bridge Builders Collaborative
Mark Baxter,
General Manager of Fit Brains
(a Rosetta Stone company)
Itamar Lesuisse,
CEO & Co-Founder of Peak
Connor Russomanno,
CEO & Co-Founder of Open BCI

3. Charlie Hartwell
Operating Partner – Bridge Builders Collaborative
2015 Sharp Brains Summit
Copyright: Charlie Hartwell Nov. 2015
Bridge Builders Collaborative

4. Physical Fitness
Fitness?
Mind-Fitness
(Mind Training)
Saviorism
Self-Responsibility?
AND…
INDUSTRY HEALTH CARE
Copyright: Charlie Hartwell Nov. 2015
Bridge Builders Collaborative

5. Positive PsychologyEmotional IntelligenceEEG
RX Video Games
Contemplative Practices
Meditation Apps
Brain Training
games
Behavioral Health
Consciousness
Hacking
Virtual Reality
Copyright: Charlie Hartwell Nov. 2015
Bridge Builders Collaborative

6. Retail
FDA
approved
Education
B2B2C
B2C
Insurance
Hospitals
Professional
Doctor/Therapist
Military
Corporations
Government
Copyright: Charlie Hartwell Nov. 2015
Bridge Builders Collaborative

7. Bridge Builders Collaborative Investments
Copyright: Charlie Hartwell Nov. 2015
Bridge Builders Collaborative

8. 1. Whole new categories, big opportunities
- Change in behavior always hard
2. Team focus imperative
- Distractions are easy
3. B2B always takes longer than you think
4. The importance of science (esp. In B2B)
What’s science of your validation, not others
5. What claims?
Increased scrutiny
6. Teamwork imperative
Defining roles clearly
7. There’s much brilliance entering the space
A world transformed? Competition increasing.
Copyright: Charlie Hartwell Nov. 2015
Bridge Builders Collaborative

9. 1. Revenue & Clear direction to significant scale
- Series A & B (mainly)
2. Experienced leadership (managed egos)
3. Collaboration
- Company values our mission/value-added
4. Mind-Training
- Social purpose a screen
5. Unique Proposition (w/ significant points of difference)
Copyright: Charlie Hartwell Nov. 2015
Bridge Builders Collaborative

10. © 2014 Rosetta Stone. No reproduction of any contents without explicit written permission from Rosetta Stone, Inc.
Lessons learned in bringing innovative solutions to market
Mark Baxter,
General Manager & Co-founder,
Fit Brains

11. © 2014 Rosetta Stone. No reproduction of any contents without explicit written permission from Rosetta Stone, Inc.
About Mark Baxter
§ General Manager & Co-founder of Fit Brains
§ Been involved in Serious Games for 12 years, 8 years with
Brain Training
§ Games Industry: Casual, Mobile, Social & Console/Triple-A
Games
§ Education in Interactive Design & Psychology
11

12. © 2014 Rosetta Stone. No reproduction of any contents without explicit written permission from Rosetta Stone, Inc.
Fit Brains Profile
§ Founded in ’08
§ Headquarters in Washington, DC and
Vancouver, Canada
§ 18+ million users worldwide
§ 400+ million brain training sessions completed
§ 2+ billion brain training data points collected
§ Existing partnerships with more than 2 dozen:
• Universities
• Primary & Secondary Schools
• Corporate Wellness
• Senior Care Facilities

13. © 2014 Rosetta Stone. No reproduction of any contents without explicit written permission from Rosetta Stone, Inc.
Leveraging Rosetta Stone Brand & Distribution
Brand
Channels
Platform
Fit Brains
§ Cross-platform (HTML5
+ native apps)
§ Cloud-based
Rosetta Stone
§ Speech technology
§ Adaptive learning
§ Live coaching
Fit Brains
§ 18M+ users
§ Leverage Rosetta brand
awareness 97/100
Rosetta Stone
§ #1 language brand
§ Lexia literacy brand
§ Kids offerings
Fit Brains
§ All major app stores
§ Education & Enterprise
§ FB.com / RS.com
Rosetta Stone
§ 100+ B2B salesforce
§ Livemocha community
§ ~50 retail / etail partners

14. © 2014 Rosetta Stone. No reproduction of any contents without explicit written permission from Rosetta Stone, Inc.
Fit Brains Vision
The goal of Fit Brains is to deliver cognitive training that is:
§ Based on core cognitive science principles (e.g. building brain
reserve through complex and novel stimulation)
§ Fun and engaging to help motivate regular participation
§ Accessible to a wide variety of users in both consumer and
enterprise/education spaces
§ Uses research and “big data” to improve overall effectiveness
and provide a more tailored experience for different demographics
14

15. © 2014 Rosetta Stone. No reproduction of any contents without explicit written permission from Rosetta Stone, Inc.
Technology Trends
Our goal is to support regular cognitive training, by making it
both fun and accessible – whenever a user wants it, and at
their preferred location.
§ Mobile Devices (native apps on iOS, Android, Kindle, Windows Mobile)
§ Wearables (Apple Watch)
§ Desktop/Office (playable via Web browser)
§ Living Room (Apple TV)
15

16. © 2014 Rosetta Stone. No reproduction of any contents without explicit written permission from Rosetta Stone, Inc.
Fit Brains in the Living Room
Recently launched Fit Brains for TV.
16

17. © 2014 Rosetta Stone. No reproduction of any contents without explicit written permission from Rosetta Stone, Inc.
Market Trends
Our goal is to identify the unique needs of varying market
demographics.
§ Millennials vs. Boomers
§ Workplace Performance vs. Cognitive Decline
Concerns
§ Making brain training more life relevant - e.g.
Emotional Intelligence
17

18. © 2014 Rosetta Stone. No reproduction of any contents without explicit written permission from Rosetta Stone, Inc.
The Value of Emotional Intelligence
“The human brain is the single greatest most magnificent system
ever designed in the history of the universe. Containing millions
of neurons, the brain maintains a sophisticated cognitive neural
system that enables our memory, language, appreciation of
space, and other higher cortical functions.
The brain also maintains an equally complex emotional system,
though it is fair to say emotion has historically received less
attention than her cognitive counterpart. It is our emotional
system that breathes passion into our lives, causes us problems
when not controlled, evokes our happiness and misery, and
attaches to our experiences in life so they are never forgotten.
18
As a neuropsychologist and student of the human brain for nearly 30 years, I
suggest we need to focus more on our emotional system and develop better
means of measuring and treating/nurturing our emotionality. The brain is after
all, more than a cognitive system.”
— Dr. Paul Nussbaum, Clinical Neuropsychologist

19. © 2014 Rosetta Stone. No reproduction of any contents without explicit written permission from Rosetta Stone, Inc.
Our Approach to Emotional Intelligence
Emotional Intelligence, is defined as an individual's ability to identify,
evaluate, control and express emotions. EQ is often considered to be
a better indicator of success [than IQ] in the workplace.
Four areas of Emotional Intelligence:
§ Self Awareness
§ Self Control
§ Social Awareness
§ Social Skills
19

20. © 2014 Rosetta Stone. No reproduction of any contents without explicit written permission from Rosetta Stone, Inc.
Emotional Intelligence Category
Since its launch in October, the new Emotional Intelligence category
has more than 500K sessions completed.
20

21. © 2014 Rosetta Stone. No reproduction of any contents without explicit written permission from Rosetta Stone, Inc.
Fit Brains Research
Market Research Examples Cognitive Research Examples
§ Multi-year fMRI Project
§ Collaborative Concussion Pilot
§ Language Learning/Brain Training
§ Collaboration Opportunities
available
§ Focus Panels
§ Usability Studies
§ User Surveys
§ Product Analytics
60-80 years olds20-29 years old 30-39 years old 40-49 years old
missingpieces
Fit Brains does extensive internal market research & cognitive research,
and also works with various third-party partners, including universities and
government research institutions.

22. © 2014 Rosetta Stone. No reproduction of any contents without explicit written permission from Rosetta Stone, Inc.
Questions? Comments? Requests?
Interested in learning more
or partnering with Fit Brains?
You can reach me at:
mbaxter@rosettastone.com
604.961.6145

23. LEVEL UP
YOUR
BRAIN
Itamar Lesuisse,
CEO & Co-Founder of Peak

24. INNOVATING FASTER AND
LEANER:
5 Lessons Learned in Bringing
Peak to Market

25. 1. Mobile First
2. Direct to App Store; Direct to Mass Market
3. Funding
4. Open Platform
5. Building a Winning Team
OVERVIEW:
5 Lessons Learned in Bringing Peak to
Market
25

26. MOBILE: THE “DREAM
PLATFORM”
FOR COGNITIVE TRAINING
26
Always on Sensors Gameplay Growing

27. BUT MOBILE IS HARD
27
• Multiple Platforms
• Device fragmentation
• On-line and off-line
• Iteration vs platform friction
• Design and quality

28. IT’S HARD BUT POSSIBLE
28
• millions of users
• 5 Stars
• “Editor’s Choice”
• “Best Apps of the Year”
• 31 updates

29. 29
DIRECT TO APP STORE
DIRECT TO THE MASS MARKET
• Get people to take ownership of their
cognitive well-being
• Fastest way was to go directly to app
stores
• Younger audience
• Large sample of user feedback and
data

30. 30
BUT MASS MARKET IS
HARD
• Global customer support is crucial
• Spans across social media and direct support
channels 24/7
• Translate and localize products
• Robust infrastructure
• User privacy regulations

31. “...I can't tell you enough about the impact that
this programme has on me. It's funny how this
one change in my life has not only improved my
brain function but my well being, self esteem
and confidence…”
BUT WE GET STRONG FEEDBACK
FROM OUR PLAYERS
31
“...Since training with Peak, I have noticed a strong
improvement with processing information, memory and
problem solving in my day-to-day life. The first change I
noticed is that with basic maths I am able to correctly answer
many problems without consciously processing the
information. I can now reason better and make sensible
estimations…”
“...I had a stroke in February 2013, no outward
physical damage but my brain has been affected.
Your app highlighted a weakness I now have in
language skills. Using it for < 24 hours started to
improve this, I’m so impressed I've subscribed…”

32. FUNDING: WHICH OPTION?
32
• Peak raised $10 million from Creandum,
Qualcomm Ventures, London Venture
Partners and DN Capital
• Three options: crowdsourcing, government,
and private
• We chose tech VC’s
• Experience building high-growth companies
• Global experience and connections

33. OPEN PLATFORM: BUILDING ECOSYSTEMS
33
● More than an app
● Ecosystem to connect scientific
community with the mass market
● ‘Peak Platform’ partners with private
labs and universities
● Partnerships have brought modules to
market faster
● Platform connects users and
businesses (like Elite Sports teams)

34. BUILDING A WINNING TEAM
34
● Company DNA: gaming, tech and science
● Hiring from top universities and companies
● Tapping multi-national talent;
14 nationalities
● Culture of collaboration and challenging the
status quo
● Internal hackathon “Brain Jam”
● Peak is now 30 full-time professionals
● Rated as top startup for mobile engineers to
work at in London

35. 35
QUESTIONS?
itamar@peak.net

36. Biosensing for
Everybody
Connor Russomanno,
CEO & Co-Founder of Open BCI

37. …meets
..meets BIOSENSING

41. Pillars of OpenBCI
• Open Source Technological Innovation
• Education & Instruction
• Community Development

44. Existing drivers / SDKs / tools
https://github.com/OpenBCI

49. Summit is on Lunch.
(we will resume at 12:30pm Pacific Time)
Chat forums will be available during the Watercooler Session!

50. To learn more, visit sharpbrains.com