SPRINGLING A NIKE FOR KIDS+ with a healthy dose of summer campIncomparable Things Inc.

The Problem:a generation indoors

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Children today spend an average of 6 hours each day in front of the computer and TV, but less than 4 minutes a day in unstructured outdoor play.

1 in 4 children do not participate in ANY free time physical activity.

Over the past 20 years, time spent playing outdoors has been cut in half.

Children age 8 to 18 spend more than 75 hours each week consuming entertainment media.

Without unstructured and active play, kids miss out on wider psychological and social developmental benefits.

1 in 3 children are obese or overweight and 50% of overweight children remain obese as adults.

In 2010 $160 billion was spent on obesity related medical expenses.SPRINGLING

... And Parents Are Fighting a Losing Battle

Kid's Fitness Equipment and Gym Memberships

Highly Structured & Scheduled Activities

Screen Timers and Parental Control Settings

Fighting to Enforce Screen Time Rules

"You can watch the TV

if you go outside for an hour

first."

Bribery

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But A Solution Exists.

Play!‘All children and young people need to play. The impulse to play is innate.

Play is a biological, psychological and social necessity, and is fundamental to the healthy development and well-being of individuals and communities.’

(Playwork Principles Scrutiny Group 2005)

It just needs a boost in the modern world. SPRINGLING

Solution: Persuasive Tech Cloaked in Fun

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We've personally seen the positive power of summer camp to inspire and fosterplay, friendship, and personal growth in kids.

A wristband pedometertracks kids' activity level throughout the day.

Activity data on the wristband converts into points in an adventure / puzzle

video game.

The game includes offline challenges that encourage kids to

get out and be active.

*Each element plays off of the theme of summer camp.*

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We are building a persuasive technology for children age 7 to 12 that embodies the positive power of summer camp to inspire offline play

and build habits for healthier lifestyles.

Product: The LED Wristband Pedometer

DynamicDurableCustomizableCollectible

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Tracks activity + Wireless Syncing + Dynamic Display + Reacts to other Springlings + Self Powered + Fitness data Fuels Game

Features

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Product: Summer Camp the Video Game

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Designed to be played for 15 - 20 minutes at a time Introduces kids to off-screen games inspired by summer camp activities.

Rewards kids with encouragement and empowerment for their active behavior.

Key Features

Characters will have challenges for kids to complete off-screen. These might be outdoor games to play with friends, arts and crafts projects, or

recipes to cook with their parents.

Activity gives kids points in

the game world.

++ +

++

Points let kids explore a virtual summer camp and solve its puzzles.

Then introduces games and activities

that lead to more activity.

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Extrinsic rewardsGeneric pedometer

Lifetime Value of Customer ends on Day 01Limited social features

$1 Million funding - Omidyar

Possible Entrants / Exits:Nike +Jawbone Fitbit Nintendo Wii XBox Kinect

Key Competitor:

Graveyard: Quantified Self for Kids

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Fun/Data

Us

Them

Data/fun

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Differentiators: Why now, why us?

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Why hasn't Quantified Self succeeded with

children yet? 1. Selling kids on fitness = "the health-cart before the fun-horse"2. Disparate experiences: Unimaginative devices and shallow game mechanics3. The Carrot: meaningless, chintzy and short-term rewards4. Obtrusive tech: requires kids to shape routine to device5. Parent Paranoia: No one tracks Bobby!

Why will succeed

1. Kid-centric focus: fitness is a secondary outcome to FUN2. Fully integrated: device, game, fun, fitness, life, friends: seamless3. Empower: Tools and encouragement for kids to feel success4. Invisible tech: No charging, docking or manual data entry 5. No more data than necessary

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The Zeitgeist: The World Is Ready

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Market

$3 Bil$500 Mil$200 Mil

L'il Gamers ‘Rents91% monitor video game content

84% place time limits on game play

52% believe games have positive impact

41,000,000 Kids 5 - 14 yrs old

99% Play video games

$500 Billion Total Kid influence on household purchases

$35.8 / $2.3 Billion Kid apparel / Kid accessories

$7.9 / $5.3 Billion Kid video game / Adventure & puzzles

$7.6 Billion game + accessory

market

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The Science: Why This Madness Will WorkThe Stanford Persuasive Tech Lab's Fogg Behavior

Model outlines three factors for successfully creating habits:

Provide Triggers Increase AbilityIncrease Motivation

- The light up wristband and earning points for the game

adds motivation to play.- Kids are rewarded by the

game for tackling off-screen challenges.

- All play and activity counts. Kids have the ability to be

successful on day one.- Off-screen challenges are

designed to help kids experience success.

- The wristband acts as a constant reminder for

kids to be active.- The game introduces new off-screen challenges each

time it's played.

“There is an obesity epidemic in young children and the main solution should be to reduce television viewing and promote playing...

Opportunities for spontaneous play may be the only requirement that young children need to increase their physical activity.”

The British Medical Journal (Vol. 322)

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Nick Sally Alex

Team Time: We Fun, Get it Done.

0111001001101000Summer camp native

Startup explorer"Bridging the digital divide"

Midwestern Chap

From Vision to RealityMaker of 3D

Destroyer of "Blobjects" "The work worth doing"

Australian Sister

Hustle, Sweat & TearsVision Driven

H8er Impervious"Let's walk these dogs, together!"

"NYC".....Tri-stater

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Support: Advisors and Collaborators

- Wearable Technology and Experience Design

Consultant- Author of Fashioning Technology

, the first DIY book and blog on interactive fashion

Syuzi Pakhchyan

Sean Soria

- Senior engineer at social games startup Gamzee

- Ph.D. research with the UCLA Games Lab

- USDA Doctoral Fellow in Obesity at Tufts University

- Founder of "Let's Get Movin'" afterschool program

- Potential partner program

Daniel Hatfield

Eileen McCullough- Emerging medical technologies

marketing expertise from time at Medtronic, Avantis,

and Baxano - MBA from Harvard Business School

Mike Wieckowski

- Ph.D. Electrical and Computer Engineering at the University of Rochester

- Experienced with the design and construction of

electronic systems from silicon to software

Jon Burkhardt

- MFA student in illustration at the School of Visual Arts in New York City - Illustrator and designer with experience in print, comics, and web amongst others

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Strategy: Lean and Clean

Product Development Customer Acquisition Lifetime Value

Ongoing customer development and validation with parents

and kids.

Game development with existing Fitbit hardware

to allow immediate playtesting.

Rapid device prototyping and short feedback cycles.

Partner Programs

- Schools- Health Organizations- Insurance Companies

Quantified Parents- Fitbit integration

- QS MarketingPR: Health, parenting, games

Revenue from continued engagement with the game through sales of:

Digital Accessories: Mobile apps for outdoor exploration

Physical Accessories: Guides

and tools for adventurers.

Additional Sensors: Points for biking, skiing, or tennis.

Simple Revenue ModelDevice Sales Sales of peripheral accessories

=+High-value transaction + Recurring revenue

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Goals / Timeline: The Rock Health Bump Where We Are Today: Team, Design, and Early Prototyping

After a process of customer development and market research, Nick and Alex shaped and focused on this idea about one month ago. From there, we have:

- Filled the critical industrial design gap in our team by finding and partnering with Sally.- Received advisory role commitments across other key facets of our project.- Started the research and design processes for our hardware and game.- Begun early software prototyping on top of the Fitbit API.

Where We Want to Go: You and Us and Five Months to a Pilot

research and design

beta release +testing

rapid proto/looks-like device

Design and mechanic prototyping

Development of a working prototype device

Game development, testing and iteration

Pilot with school or health org

Wristband device

Video game

Today RH begins RH ends

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The Ask: Why We Need Rock Health

An investment from Rock Health would give us resources to support the people we need to quickly move forward on the electrical engineering, design and illustration, and game design work this project requires.

Funding and access to the maker culture of Silicon Valley will let us quickly build and iterate on our hardware so we can start testing it with kids as soon as possible.

To build our TEAM To craft our prototype

And to learn from the best

Thank You

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