This document summarizes a company that uses biometric tools to understand consumer behavior through measures like eye tracking, facial expressions, and sweat detection. The company aims to bridge the gap between traditional market research data and reality by validating research findings with biometric data. It plans to offer biometric expertise through online workshops and syndicated industry studies to help small and medium businesses, as well as through high-profile consultancy work with Fortune 500 companies.

1. Bridging the gap between data and reality.

2. vision
Bridging the gap between data and reality.
Our company is a consumer behavior market research company which uses
advanced biometric tools to understand how people think and feel.
We call this Biomarketing - the use of biometric tools for market research.
Online Content
& Workshops
Syndicated
Industry Studies
High-Profile
Consultancy
Making advanced
Biomarketing expertise
accessible to small and
medium businesses.
Helping entire industries
better understand their
customers on the deepest
level imaginable.
Offering one-to-one
Biomarketing expertise
exclusively to a small set
of Fortune 500 companies.

3. problem
Change is tough, especially for the market research industry.
Lack of Online
Resources
Biomarketing’s
Steep Learning Curve
Traditional Research
Doesn’t Work
High-Profile
Consultancy
? ?
Combination of several disciplines
including marketing, cognitive
neuroscience, and consumer behavior.
No specific degrees or certificates
offered.
Plethora of techniques with little
consensus on which are best.
Existing online learning programs are
focused solely on traditional marketing
approaches.
The majority of content related to
Biomarketing is hidden behind research
databases, and in popular press.
Interviewer Bias.
Self-Report Bias.
Social Desirability.
Lack of Data Validation.
$600 Billion
lost annually due to poor data.

4. opportunity
The Gap in Accessible Biomarketing Expertise
Medium-Sized Businesses Large Businesses
Medium-sized businesses don’t use
Biomarketing techniques because they
aren’t aware they exist, and don’t have the
financial resources to hire someone with
the expertise.
nürltec will solve this by offering online
workshops and content, and syndicated
industry-specific studies.
Large companies struggle with knowing
what part of their traditional research is
accurate and which isn’t. They look to
outsourced help in their research efforts.
nürltec will solve this through syndicated
industry-specific studies, and consulting for
high-profile clients.
Accessible
Biomarketing
Expertise

5. solution
“The problem is we know 50% of the data is wrong, but we don’t know which 50%.”
~ Coca Cola Marketing Executive
nürltec solves this by validating traditional market research data through advanced
biometric tools which help us understand consumer thoughts and feelings, and then offering
help for small and medium companies to learn these same techniques.
Eye Tracking
Brain-Based
Activity
Sweat Detection
Facial Expression
Analysis

6. studies
Analysis
By using expertise developed over 14 years, nürltec
analyzes the data we collect through biometric
tools in the context of consumer behavior and
marketing practices to develop deep insights into a
client’s customers. Validated Marketing
Insights
Free Online Content
Premium Content
Syndicated Industry-
Specific Studies
Individualized Studies for
High Profile Clients

7. traction
Dr. Randolph’s
Work
Over the past 14 years our President and
CEO, Dr. Adriane Randolph, has been
involved in an extensive range of research
studies applying biometric tools to marketing
and other fields. As a result, she has one of
the most intimate understandings of how
Biomarketing works.
7 Journal Publications
3 Book Chapters
25 Conference Papers
9 Current Research Studies
Team
Formation
Existing Client
Contract Negotiations

8. go-to-market strategy
Opportunity
Build
Scale
High-Profile Consultancy Online Workshops/Content Syndicated Studies
•2012 US Marketing Consulting
Industry: $31.8 Billion.
•Online Learning Industry: $107 Billion. •2012 US Market Research Industry:
$16.4 Billion.
•Engage 10 high-profile clients.
•2 - 3 studies per client per year.
•Contract for $1 million annually per
client.
•Offer in-person workshops for existing
and new clients.
•Generate regular online content on our
website to build our audience.
•Offer premium, paid content for
subscribers.
•Repurpose internal client-agnostic
studies for redistribution to industry
clients for a premium per study.
•Increase scope of work within
companies.
•Expand brand awareness of content and
global reach.
•Develop a dedicated team for in-person
workshops.
•Conduct dedicated industry-specific
studies to be sold to premium
subscribers.

9. milestones
FY17 Q2 FY17 Q3 FY17 Q4
Sign contracts with our
first 2 high profile
consultancy clients.
Begin publishing content
on a regular basis to build
an audience and an email
list.
Sign contracts with our
next 2 high profile
consultancy clients.
Host our first online and
in-person workshops.
Expand the scope of our
projects with our 4 existing
clients into multi-million
dollar contracts.
Launch premium content
for our existing subscriber
base to expand our B2B
market.

10. competition
Competitive Advantages: Potential Competitive Threats:
We offer 14 years of cross-technology experience that has
a proven track record in a rigorous academic setting.
Our online services are highly scalable as we exploit the
benefits of online distribution in a way that competitors
have not.
We introduce a new field that offers a massive competitive
advantage, and make it accessible to small and medium
businesses through this scalable model.
Equipment providers who we rely on can forward integrate,
and make their systems and software exclusive to their
own consulting services.
Some high-profile companies may not contract out to an
external vendor as they have in-house marketing teams.
Existing competitors may move online as the competition
shifts to being an online content authority.
Traditional Marketing
Biomarketing
Online Content & Workshops ConsultingSyndicated Studies

11. financials
Key
Assumptions2017 2018 2019
Total High-Profile
Clients
Total Online Users
Total Revenue
Total Expenses
EBITDA
4
0
$850K
($89K)
$759K
10
100
$7.5M
($789K)
14
300
$18.3M
($1.9M)
$6.7M $16.4M
•High-Profile Studies will
average 100 people at
$2,500/participant.
•High-Profile Clients pay in
two-to-three installments.
•A three-tier model for
online program access is
used: 60% Basic, 30%
Intermediate, and 10%
Advanced.
•Able to charge in 90-day
cycles for online programs
at $2K, $5K, and $10K per
month for basic,
intermediate and advanced
users respectively.
•Syndicated studies will sell
at an average of $2,500.

12. use of funds
$250,000
Korean Coca Cola
Project
German Coca Cola
Project
U.S. Coca Cola
Project
Canadian Coca Cola
Project
$50K $50K
$50K$50K
Equipment Purchase
$50K
Eye Tracking GSRFacial Expression AnalysisEEG

13. team
Adriane B. Randolph, PhD
President/CEO
Chris Harris
Chief Revenue Officer
Ty Booyzen
Chief Operating Officer
•Studying Marketing, Entrepreneurship, and
Industrial Design at Georgia Institute of
Technology.
•Completed research in consumer behavior,
branding, and UI usability testing including:
•"A Study Into How the Fluidity of the
Brain's Structure Can Be Used In Brand
Development"
•"Exploring the Mental Load Associated
with Switching Smartphone Operating
Systems."
•Over 14 years of experience applying
biometric tools resulting in over 60
publications.
•Tenured professor at Kennesaw State
University, and founder of active research lab
on brain-computer interfaces.
•Former organization and human performance
consultant with Accenture.
•Member of the Atlanta "40 Under 40."
•Up-and-Comer, and TEDx Speaker.
•Pioneer who completed the first Neuro-IS
dissertation.
•Doctorate in Computer Information Systems.
•Over 8 years of entrepreneurial experience.
•Launched first business from college
apartment to $1.2M in revenue in 36 months.
•Former Regional Sales Representative for
The Howard Company out of Brookfield, WI.
Worked with clients such as Coca-Cola,
Burger King, Great American Cookie, Planet
Smoothie, Popeye's, Burger King.
•Former Study Director for Murray Hill
National in Atlanta, GA.
•Host of top rated podcast, Entrepreneur
Hour, which has trended in the Top 5
worldwide.

14. advisors
Neale Martin, PhD
Consumer Neuroscience
CEO, Sublime Behavior
Marketing
Steve Krontz
Chief Advisor
Serial Marketing
Entrepreneur
Robecca Quammen, DBA
Consultancy Expert
CEO, MyConsultQ &
Quammen Health Care
Consultants
Ande Lyons, MBA
Growth Strategist
CEO, Possibility
Partners
Ben Chu, CPA
Financial Advisor
Financial Controller,
Delta Airlines