1. Khan Academy Tuned Up for Music
Blake West - Founder, CEO Will Lawrence - CTO
blake@lessonupmusic.com will@lessonupmusic.com
443.691.6212 528.669.7582
Monday, January 14, 13

2. TEAM
Blake West — Founder, CEO Will Lawrence — CTO
• Wharton 2009 • Penn 2010
• Pro musician • Full stack development
• 10 years teaching kids • 2nd startup
• Runs (and founded) profitable music • Music minor
lessons matching service
Mike Sall — Lead Designer | Penn & Wharton 2009, Adobe
Monday, January 14, 13

3. MUSIC LEARNING TODAY
STUDENTS EDUCATORS
• Expensive ($60/hr and up) • Can’t scale time
• Ineffective practice sessions • No differentiation
• Limited teacher access • Low income
• Difficult notation • Limited market at price level
LessonUp addresses these with....
Monday, January 14, 13

4. COMPREHENSIVE MATERIALS
iPad 12:34 PM
Home Search
America (My Country Tis...
Samuel Francis Smith
Level 1b, Patriotic
Someone Like You
Huge selection means
Adele
Level 2b, Pop you never have to buy
The Tempest
Beethoven
Level 3a, Classical
books again
Rage Over the Lost Penny
Beethoven
Level 2b, Pop Performance
Level 2b, Classical
Fur Elise
Someone Like You, Adele Lesson
Beethoven
Level 3a, Classical
Just The Way You Are
Bruno Mars
Level 2a, Pop Videos plus sheet
Swan Lake
Tchaikofsky
Level 3b, Classical
music (Hummingbird
Crazy Train
Black Sabbath
Level 1b, Rock
or traditional) for each
Wouldn’t It Be Nice?
Beach Boys
song
Level 1b, Pop
Artist Song Difficulty Genre
Monday, January 14, 13

5. TAILORED EXPERIENCE
iPad 12:34 PM
Somebody Like You, Adele
Home 0:33 / 0:53
A B C C D
Learn faster using
slow-down, looping,
and chapters
Virtual keyboard and
score-sync keep it
clear and in context
Monday, January 14, 13

6. HUMMINGBIRD NOTATION
“It’s much more easier” - Diya, 6 yrs old
Patent pending Visually intuitive with mnemonics
“Can we do all our
songs like this?”
- Emmy, 8 yrs old
Monday, January 14, 13

7. EDUCATOR BENEFITS
iPad 12:34 PM
A B C C D
Somebody Like You,
Home right hand
Adele 1:05 / 1:47
both hands
Semi-private lessons
are possible (1/2
price, 2X rev)
Rev share on
subscriptions
Larger market size
Monday, January 14, 13

8. DOES THE MARKET CARE?
STUDENTS EDUCATORS
• 55% of surveyed parents • “We’ve been looking for
said they “probably” or an edge, and this could
“definitely” would buy this definitely be it.” – Eli,
manager at Austin’s largest music
app
school
Monday, January 14, 13

9. COMPETITION
Free, big library, uncurated, dubious quality,
just a video player. No sheet music
Free, decent video quality, no sheet music,
just a video player, terrible mobile offerings
$30, Guitar Hero w/ real guitar, no humans
teaching, adult student focus
$15/mo, high quality videos, no virtual board,
just a video player, adult student focus
Monday, January 14, 13

10. REVENUE MODEL
Initial Target is the 2M* private piano students paying avg of $150/mo.
Subscription $10 per month
Variable Costs ~$5, includes:
• Channel (Apple app store, school referrals)
• Music Licensing (music publishers, content creators)
• Credit card fees
• Web services (server, hosting, ops monitoring)
Gross Profit ~$5 per month
Initial User Target 15K - 20K annual users (1 % of total market)
Gross Yr. Profit $1M = $5 * 12 * 17K
*Target market estimated using the 2009 Census, outside research from Hal Leonard and extrapolating from internal survey data of Austin schools.
Monday, January 14, 13

11. LARGER OPPORTUNITIES
Guitar, voice, and adult learners are
Expand content:
much of the other 23 million players*
Other revenue Licensing or directly selling Hummingbird
streams sheet music. Instrument rental services.
Compelling new Pitch detection for interactivity. Music
products learning games
*Based on 2009 census that 25 million Americans play regularly. Then we subtracted the initial target of 2 million private piano students
Monday, January 14, 13

12. CURRENT PROGRESS
•Testing with schools/students in early ’13
•Provisional patent on Hummingbird;
ongoing user testing
•Notation translation software in
development
•Positive initial feedback from schools
and parents regarding features, price
point and the prototype content.
Monday, January 14, 13

13. CONTACT
What a music book is supposed to be
Rocking your iPad 2013
Thoughts? Ideas? Want to beta test?
Reach out: blake@lessonupmusic.com
Monday, January 14, 13