Post on 20-Aug-2015
Confidential Document | Copyright©2012 My First Yoga, LLC.
Abbie SteinbacherCEO, Founder
abbie@myfirstyoga.comwww.myfirstyoga.com
March 2012 - INVESTMENT
Wednesday, March 21, 12
ProblemPreschoolers are becoming more unhealthy and inactive.
Confidential Document | Copyright©2012 My First Yoga, LLC.
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SolutionMyFirstYoga makes wellness FUN for preschoolers.
Confidential Document | Copyright©2012 My First Yoga, LLC.
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HowTransform the MyFirstYoga preschool curriculum into a scalable platform.
Confidential Document | Copyright©2012 My First Yoga, LLC.
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Confidential Document | Copyright©2012 My First Yoga, LLC.
Increases educator’s competitiveness and achieves measurable results in self-regulation and learning
For EducatorsEngages through entertainment and fills natural need to be physically active, creating Healthy Active Learners
For PreschoolersEasy-to-use wellness products that meet lifestyle, taste, and budget
For Parents
The MyFirstYoga curriculum is actively being used with over 5000 kids monthly in the Boston Area.
Entertainment Education
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Empowered
FocusedBalanced
Strong
Calm
Engaged
Flexible
PowerfulEntertained
Confidential Document | Copyright©2012 My First Yoga, LLC.
MyFirstYoga Kids Are...
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TeamAbbie Davies SteinbacherFounder and Chief Executive OfficerHarvard University, Psychology
Studied how exercise contributes to self-confidence
Division I Varsity Athlete & Captain, Harvard Swimming Team
Honored at White House as part of the Empact 100 top young entrepreneurs
Prior to MyFirstYoga, Abbie was an investment professional at Fidelity Capital Markets
Holds the following industry certifications: Registered Yoga Teacher (RYT)Registered Children's Yoga Teacher (RCYT) Certified Life is Good Playmaker
Member of Young Entrepreneurship Council (YEC)
Nationwide media attention as an expert in the field of kids yoga and fitness education (The New York Times, Businessweek, Parent Magazine, Parenting Magazine, The Boston Globe, NBC Nonstop, PBS.org)
Author of entrepreneurship articles for media outlets such as Forbes, US News and US News & World Report
Trevor Steinbacher Co-Founder | Creative DirectorUniversity of Maryland, UMBC Imaging and Digital ArtTrack record of identifying key uses for technology within the marketplace to create profitable mobile business solutions UX, iXD and Art Direction.
Prior related experience: Creative lead on Adidas miCoch mobile technology at ISBOAR North America and managed creative development for ISOBAR/Adidas global eCommerce.
15 years of advertising, interactive, social and digital experience (BSSP, Mullen, Isobar).
Client List Includes: Priceline, MINI Cooper, Columbia Sports, Adidas, Timberland, Mountain Dew, Reebok, Lending Tree, Virgin, Stanley Tools, Orvis, Arc’teryx, Underarmour, Disney.
Recognition: Webby-Mobile, Addy, MITX, Stevie Business Award, Flash Foward, Communication Arts, Print Magazine, HATCH and FWA.
Confidential Document | Copyright©2012 My First Yoga, LLC.
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Our VisionCharacter Based Preschool Wellness Brand
Confidential Document | Copyright©2012 My First Yoga, LLC.
Dora the ExplorerSpanish For Kids = $11 Billion
MyFirstYogaWellness For Kids = $$$
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Preschoolers connect with MyFirstYoga characters that are engaging, vibrant, and recognizable.
Confidential Document | Copyright©2012 My First Yoga, LLC.
Second Generation
Third Generation
First Generation
® ®
® ®
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Our PlanEngage preschoolers with the MyFirstYoga scalable platform to create brand allegiance.
Confidential Document | Copyright©2012 My First Yoga, LLC.
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Goal #1: SchoolsBring MyFirstYoga to preschoolers.
Confidential Document | Copyright©2012 My First Yoga, LLC.
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Confidential Document | Copyright©2012 My First Yoga, LLC.
Aren’t Schools Full of Red Tape?Not Preschools. They are well funded, privately run and actively seeking 3rd party curriculum.
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What We Are BuildingSubscription eLearning For Educators
Confidential Document | Copyright©2012 My First Yoga, LLC.
Curriculum for Classes Teacher CertificationContinuing Education CreditsOnline CommunityVideo and Downloadable Classroom Tools
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Who Are We Selling To
Confidential Document | Copyright©2012 My First Yoga, LLC.
• Parents (Primary)• Independent Instructors• Kids Physical Therapist• Babysitters
Individual Group
• Preschools (Primary)• Corporations (Gyms)• Kids Organizations• Cruise Lines• Military Base Preschools
Influences Over 5+ End UsersInfluences 1+ End Users
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Experience shows that educators approved preschool brands,
quickly become parent approved. Visa versa.
Confidential Document | Copyright©2012 My First Yoga, LLC.
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Goal #2: HomeBring MyFirstYoga to preschoolers.
Confidential Document | Copyright©2012 My First Yoga, LLC.
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What We Are BuildingMobile apps and eBooks for preschoolers
Confidential Document | Copyright©2012 My First Yoga, LLC.
Animated PosesChoose Your Own Adventure StoriesCumulative SongsClassic FairytalesReactive Apparel
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Who Are We Selling To
Confidential Document | Copyright©2012 My First Yoga, LLC.
• Parents• Independent Instructors• Kids Physical Therapist• Babysitters
IndividualInfluences 1+ End Users
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Confidential Document | Copyright©2012 My First Yoga, LLC.
MyFirstYoga Model: Technology is what users engage with, but the brand is what will monazite the business.
Quality Content in a Scalable Platform
eLearningPaid Subscription Site
MobileApps
ePublicationitunes
Traditional MediaOnline/Retail
Critical Mass of End User (Preschooler: 3-5yo Boys/Girls)
Brand Monetize
ReactiveApparel™
®
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Why This WorksMarket trends+ MyFirstYoga traction
Confidential Document | Copyright©2012 My First Yoga, LLC.
MyFirstYoga books sell at retailers such as Whole Foods and sold 6,000 books in one year. 120x more than the average self published book.
35,000 downloads of the MyFirstYoga iPhone App. Reached Top 50 in iTunes Health-Fitness Ranking and featured in Parents Magazine.
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Yoga Trends87% increase in yoga product spending over the last 5 years.
Confidential Document | Copyright©2012 My First Yoga, LLC.
1,500,000+Kids Practicein America
BILLION 2011 US Yoga Services and Accessories
27$Yoga saw the LARGEST
PARTICIPATION increase of any
sport in 2011
(Sources:1. National Sporting Goods Association 2. 2010 US Census Report 3. Yoga Journal)
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Preschool MobileDigital devices are becoming more prevalent in the lives of preschoolers.
Confidential Document | Copyright©2012 My First Yoga, LLC. (Sources:1. TechCrunch 2. PlayScience, Mobile Playgrounds 3. Research2Guidance, Common Sense Media)
Kids Ages 3-5 have access
Tablet30%
Mobile Kids Apps79%52%Kids Ages 3-5 have access
Parents that Download
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Confidential Document | Copyright©2012 My First Yoga, LLC.
BRAND ANDCHARACTERS
CURRICULUMCREATION
OUTREACH ENRICHMENTPROGRAMMINGSTUDIO
OPENS IN 2006
BOOKS
MOBILE
ePLATFORM+FUTURE
DIRECTION
•Newton, MA Location•40K Funding F&F•3 Instructors•100 Families Impacted
eBooks Mobile ApparelSocial eLearning
•Business Evolution•Story Based Kids Class•Outreach Program Tested•100,000 YouTube Views
•Shifted from Studio to Outreach Model•Staff of 8 Instructors•Reach 5000 Kids/Month•Clients: Bright Horizons, Boston RedSoxNew England Aquarium, LifeIsGood, Mass General Hospital, Boston Children's Museum
• •Unify Teaching Materials•New Brand Identity•Branded Materials and Emails•Deeper Connection With Clients•Bentley Masters Thesis
Past. Present. Future.
•Flashcard kids yoga app•First kids yoga app to market•35,000 downloads•Reached Top #50 in Health-Fitness Apps for iPhone
•Test Product Viability•6,000 Books Sold•Parent Tested Parent Approved Award•Retail Outlets: Whole Foods, Amazon, Barnes&Nobles, National Children's Museums
2011Abbie SteinbacherHonored at the White House
Characters
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The MyFirstYoga Sandbox
Confidential Document | Copyright©2012 My First Yoga, LLC.
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Confidential Document | Copyright©2012 My First Yoga, LLC.
Little Einsteins
Dora the Explorer
LeapFrog
YogaKids
ItsyBity Yoga
Angle Bear Yoga
Wailana
Preschool Learning Brands
KidsYoga
Brands
MyFirstYoga stands out from competitors:No leading preschool brands focus on wellness
No kids yoga brands focus on technology and brand accessibility
Market PlaceCompetitors Educational Kids
PerspectiveWellness
Focus GamingOnline SocialTools
Characters MobileProducts
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Where do we start?Targeting 25-44 year old affluent, educated and active moms. Initial focus in two major metropolitans to maintain lean operations and position for success
Confidential Document | Copyright©2012 My First Yoga, LLC.
California
Massachusetts
State Counties #Children Market ValueMarin, San Meteo, Santa Clara
Middlesex, Norfolk, Nantucket
171,000
115,000
$8.6 Million
$3.4 Million
Total 286,000 $12 Million
(Sources:12010 US Census Report)
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RoadmapTest. Iterate. Improve.
Confidential Document | Copyright©2012 My First Yoga, LLC.
• Character Refinement• Animation Testing• Mobile App / iBook Development• eLearning Content Creation
Month 1• Mobile Launch• eLearning Beta Test• Product Updates• Pilot Test
Month 3• Website/eLearning Foundation• Content/Product Integration• eLearning Alpha Test• User Testing
Month 2
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My First® Brands
Confidential Document | Copyright©2012 My First Yoga, LLC.
Preschool Yoga
MFY V.3MFY V.2
Kids Wellness Wellness for All
Plenty of room to grow into national and international markets.
( My First Chef, My First Karate, My First Fitness )
MFY V.1
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AskMyFirstYoga is seeking a seed round of $50K to infuse into the proof of concept to bridge to a Series-A3 MonthsHuman Capital $15KCharacters Refinement $15KAnimated Flash Card App/iBook $8.5KWebsite & eLearning Foundation $6.2KeLearning Content $2.7KeLearning Product & Content Integration $1KeLearning Product Testing $1.5K
Confidential Document | Copyright©2012 My First Yoga, LLC.
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Thank You
Confidential Document | Copyright©2012 My First Yoga, LLC.
www.myfirstyoga.com
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