one step ahead’s zoom card - startup weekend york region 2014
Post on 26-May-2015
250 Views
Preview:
DESCRIPTION
TRANSCRIPT
One Step Aheadintroduces the
Zoom Card“Your wearable health buddy”
One Step Aheadintroduces the
Zoom Card“Your wearable health buddy”
January 24 – 26, 2014
#swyorkregion #zoomcard
January 24 – 26, 2014
#swyorkregion #zoomcard
Talented Team of EntrepreneursTalented 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
�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
Meet Uncle BrettMeet Uncle Brett
� 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
� 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
� 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
� 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
The Problem: Unfit BoomersThe 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
� 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
� 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
� 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
The Research: Unfit BoomersThe Research: Unfit Boomers
Team One Step Ahead conducting in-person
assessment at the Running Room (Markham).
Team One Step Ahead conducting in-person
assessment at the Running Room (Markham).
Our Talented Team Can Pivot IdeasOur Talented Team Can Pivot Ideas
Our industry & competitor research showed us we needed to stay agile and pivot on a dime this weekend:
Our industry & competitor research showed us we needed to stay agile and pivot on a dime this weekend:
1. Running shoe with smart
technology
1. Running shoe with smart
technology
2. Insole for any shoe
with smart technology to track fitness goals
2. Insole for any shoe
with smart technology to track fitness goals
3.
Clippable monitor with wearable
technology that can be worn anywhere
3.
Clippable monitor with wearable
technology that can be worn anywhere
4.
Speed laces with built-in technology
4.
Speed laces with built-in technology
Let’s see
what’s next …
Let’s see
what’s next …
From Boomer to ZoomerFrom Boomer to Zoomer
Source:http://life.nationalpost.com/2013/02/04/canadas-baby-boomers-in-denial-about-health-habits-needed-to-avoid-disease-poll/
On
e S
tep
Ah
ea
d:
Zo
om
Ca
rd
Wallet-sized fitness solution for zoomers (size of credit card, 3 mm thick) so hard to loseSmart technology
measures and tracks:• Pace• Distance / speed• Time• Steps taken• Calories burned
Large display screen for easy viewing of fitness goals
Buttons with large text for enjoyable user experience
Eye socket hole
The Solution: Zoom Card & Mobile AppThe Solution: Zoom Card & Mobile App
The Minimum Viable Product (MVP)
Green colour for connection to health & wellness (New Age mvmt)
Simple & user-friendly interface
The Solution: Zoom Card & Mobile AppThe 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
� 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
What our future customers have to say…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
What our future customers have to say…What our future customers have to say…
“I invest a lot in my training - this could
provide new insight into areas of my
performance and training I can improve.”
– future customer“I like that it is not
a bulky object which can be an inconvenience when working out.” – future
customer
“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
Our Customer Base: Zoomer MalesOur 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
� 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
Business Model StrategyBusiness 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)
� 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
Customer Acquisition StrategyCustomer 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)
AssociationPartnerships
• National Association of Baby Boomers - BabyBoomers.com• Canadian Association of Retired Persons – CARP.ca• American Association of Retired Persons – AARP.org
Customer Value PropositionCustomer 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
� 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
Users Engaged: Social MediaUsers Engaged: Social Media
Twitter:
30 followers, 10 tweets@SWOneStepAhead
Twitter:
30 followers, 10 tweets@SWOneStepAhead
Facebook:
29 likeshttps://www.facebook.com/#!/page
s/ZOOM-CARD/
Facebook:
29 likeshttps://www.facebook.com/#!/page
s/ZOOM-CARD/
Competitor Differentiators – 1 Competitor Differentiators – 1
Competitor Differentiators – 2Competitor Differentiators – 2
CostsCosts
Shipping + Packaging +
Manufacturing Costs = $20
Profit MarginSuggested Retail Price = $99-149
MVP Product
Evolution Map
MVP Product
Evolution Map
Our Team NeedsOur Team Needs
� Advisory board – lawyer, accountant, banker, fitness advisor
� Outsource – IT, tech, programmers
� Advisory board – lawyer, accountant, banker, fitness advisor
� Outsource – IT, tech, programmers
Questions?
Thank You!
Questions?
Thank You!
top related