With health being the #1 concern among North American boomers, One Step Ahead created the simple and stylish Zoom Card - “Your wearable health buddy." During Startup Weekend York Region 2014, our team conducted extensive industry & competitor research to determine a market need for this product. Zoom Card consists of a wallet-sized card with a mobile app. This product can help you because of its: *Simplicity – Simple to use, wallet-sized, thin *Versatility – Can be used in a variety of physical activities & can be worn anywhere *Affordability – Comparable pricing for 50+ health-conscious males *Independence – Highest priority for boomer men to remain independent by managing health & wellness factors *Discretion – Wallet-sized is easy to slip into pocket or attach to key chain for discrete use *Customization - Targeted Online and Mobile Experience Questions? Send a tweet to @AngelaLaGamba

1. One Step Ahead
introduces the
Zoom Card
“Your wearable health buddy”
January 24 – 26, 2014
#swyorkregion #zoomcard

2. Talented Team of Entrepreneurs
Abigail Amponsah,
environmental engineer
Angela La Gamba, marketing
& branding manager
Lori Biasiotto, social service
worker specializing in
gerontology
Matt Gray-Smith, endurance
and fitness athlete & personal
trainer

3. Meet Uncle Brett
Health-conscious, male,
age 55
Active, loves to walk &
hike
Somewhat tech-savvy,
owns a smartphone
Concern is health &
longevity
Short on time, wants to
focus on family &
meaningful relationships,
and dislike complexity
9.6 million (29%) Canadians
& 78 million Americans are
baby boomers
Boomer men (born between
1946-65) are 2x as likely to
exercise daily as Boomer
women
More disposable income

4. The Problem: Unfit Boomers
Health is the top concern among boomers
“Exercise is as effective as medications…it’s as effective as three of the most commonly used
medications to decrease the risk of death in people with coronary artery disease,” according
to a recent British Medical Journal study
“The boomer generation is less fit than their parents were at same age,” study JAMA Internal
Medicine shows.
Top 3 reasons people gave for using wearable fitness devices, study by Consumer Electronics
Association (CEA):
Motivation (52%)
Monitoring the progress of exercise goals (47%)
Gauging levels of physical activity or intensity (46%)
Sources:
http://calbooming.sdsu.edu/documents/BabyBoomerHealthChallenges.pdf
http://www.everythingzoomer.com/dr-zachary-levine-exercise-vs-meds/
http://www.business2community.com/health-wellness/study-demand-fitness-technology-quadruple-2014-0713577#!tjpaC
http://mobile.reuters.com/article/healthNews/idUSBRE94C04O20130513

5. The Research: Unfit Boomers
Team One Step Ahead conducting in-person
assessment at the Running Room (Markham).
Idea Validation:
Survey Monkey distributed via emails, FB
& TW
In-person visit to The Running Room
(Markham) to interview store manager
& associates & interview runners
Phone calls to physical trainers, rehab
offices, doctors offices, and gyms
Startup weekend mentors
Market Research:
Government databases
Medical and industry journals

6. Our Talented Team Can Pivot Ideas
Our industry & competitor research showed us we
needed to stay agile and pivot on a dime this weekend:
1.
Running shoe with smart
technology
2.
Insole for any shoe
with smart technology
to track fitness goals
3.
Clippable monitor
with wearable
technology that can
be worn anywhere
4.
Speed laces with
built-in technology
Let’s see
what’s next …

7. From Boomer to Zoomer
Source:
http://life.nationalpost.com/2
013/02/04/canadas-babyboomers-in-denial-abouthealth-habits-needed-toavoid-disease-poll/

8. The Solution: Zoom Card & Mobile App
The Minimum Viable Product (MVP)
Smart technology
measures and tracks:
• Pace
• Distance / speed
• Time
• Steps taken
• Calories burned
Simple & user-friendly
interface
One Step Ahead:
Zoom Card
Eye socket hole
Wallet-sized fitness solution
for zoomers (size of credit
card, 3 mm thick) so hard
to lose
Large display screen for
easy viewing of fitness
goals
Buttons with large text for
enjoyable user experience
Green colour for
connection to health &
wellness (New Age mvmt)

9. The Solution: Zoom Card & Mobile App
Mobile app includes:
Tracker Page: Real-time data of overall
fitness achievements
Account Page: Comparable metrics
Tips Page: Recommendations
Networking Page: Encouragement,
social aspect, meaningful relationships
Larger text & bright colours for easier
reading & fun user experience
Wi-Fi transmission in real-time

10. What our future customers have to say…
“It's nice to have the
simplicity of 1 item
instead of 2.“
- Tim Fujita, future
customer
“It's nice as a
secondary item.“
- Bernie Hui,
future customer
"It has an interesting
application for someone who
doesn't want to wear
something on their wrist.“
- Todd Sinclair, future
customer

11. What our future customers have to say…
“I would love this product to
help improve quality and
quantity of life. I see how this
product would allow me to
be on the road to a healthier
me. Easy to use matrix to
show progress and provide
tips.” – future customer
“I like that it is not
a bulky object
which can be an
inconvenience
when working
out.” – future
customer
“I invest a lot in my
training - this could
provide new insight into
areas of my
performance and
training I can improve.”
– future customer

12. Our Customer Base: Zoomer Males
9.6 m (29%) Canadians & 78 m Americans are baby boomers
Boomers exercise more, on average, than the average
person
Boomer men (born between 1946-65) are 2x as likely to
exercise daily as Boomer women
Health conscious, zoomer males, aged 45+
Somewhat tech savvy (carry smartphones)
More disposable income
Sample Persona: CBC Dragon Den’s W. Brett Wilson
Source:
http://www.primetime.com/misc/media_kit/health_stats.shtml
http://www.thestar.com/content/dam/thestar/entertainment/2011/04/20/dragons_den_star_brett
_wilson_to_launch_risky_tv_series/brettwilson.jpeg.size.xxlarge.letterbox.jpeg
http://www12.statcan.ca/census-recensement/2011/as-sa/98-311-x/98-311-x2011003_2-eng.cfm

13. Business Model Strategy
Retail stores e.g. The Running Room, Runner’s
Den, Running Free, Sportchek
Direct to consumer e.g. e-commerce website,
Amazon, Zoomer health show at MTCC
Value-add services e.g. doctors office,
rehabilitation offices - physical therapists,
occupational therapists, fitness centers (Nifty
After Fifty gym for older adults)
“Every man
desires to live
long, but no man
wishes to be old.”
– Jonathan Swift

14. Customer Acquisition Strategy
Strategy
Approach
In-Location
Events
• Showcase product at in-location, in-store events e.g. Running Room
demos, GoodLife Fit classes, golf clubs
• Workplace Get Fit promo campaign w/ product showcase
Content & SEO
• Social media (My Space & Facebook), WordPress website, mobile
app
• Stories & video demos to drive interest & traffic to website / mobile
app
• Feature articles - EverythingZoomer.com, Zoomer Magazine,
BabyBoomerHealthNetwork.com
Paid Search
• Google AdWords campaign (PPC)
Association
Partnerships
• National Association of Baby Boomers - BabyBoomers.com
• Canadian Association of Retired Persons – CARP.ca
• American Association of Retired Persons – AARP.org

15. Customer Value Proposition
Simplicity – Simple to use, wallet-sized, thin
Versatility – Can be used in a variety of physical activities & can be worn anywhere
Affordability – Comparable pricing for 50+ health-conscious males
Independence – Highest priority for boomer men to remain independent by managing
health & wellness factors
Discretion – Wallet-sized is easy to slip into pocket or attach to key chain for discrete
use
Customization - Targeted Online and Mobile Experience

16. Users Engaged: Social Media
Twitter:
30 followers, 10 tweets
@SWOneStepAhead
Facebook:
29 likes
https://www.facebook.com/#!/page
s/ZOOM-CARD/

17. Competitor Differentiators – 1

18. Competitor Differentiators – 2

19. Costs
Shipping +
Packaging +
Manufacturing Costs
= $20
Profit Margin
Suggested
Retail Price
= $99-149

20. MVP Product
Evolution Map

21. Our Team Needs
Advisory board – lawyer, accountant, banker, fitness advisor
Outsource – IT, tech, programmers

22. Questions?
Thank You!