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• Why Bother with this Now?
• Slide Style and Content
• The Need for FOCUS
• Understanding Investors
• Pitch Deck Elements:
Topics
Title Slide Revenue Model Problem Statement Go To Market PlanSolution Statement The Investment OfferingProduct / Service Use of FundsDifferentiation The TeamValidation Exit Strategy (Optional)Market Questions Slide
• NVC Poster Board
The Pitch Deck
Kelly J. Brodbeck, CEO
We help sick
people breathe.
• 12 Slides in 15 Minutes (+ Q&A) at lunch or dinner
Forces Focus Drives StrategyFacilitates Elevator Pitch
Slide Appearance
French Polynesia is Like Nowhere Else
• Unmatched Beauty- unique volcanic islands - formed 50,000,000 years ago- species found nowhere else
• Warm and Welcoming People- high education- stabile economy- value visitors (even Americans)
• More Affordable Than You Think- many special packages from Air France- travel off-season, weather still good
• Safe and Modern Facilities- modern international airport on Tahiti- European amenities- safe drinking water and outstanding food
• Easy Transportation- direct flights from LAX on multiple carriers- easy island hoping on planes and ferries- long flights made easy by great service in coach
• Wide Variety of Hotels- From 5-star resorts to camping- Family run pensions
• Unmatched SCUBA Diving- Shoot the Pass on Rangiroa- Frequent shark encounters- Top rated dive companies
• Fun for All- Honeymoon- Families with Kids
Cool New Technology
With Lots of
Markets & Applications
Energy
Medical
Consumer
Defense
Government Research
Palm Power
Single Soldier Applications
Remote Power
Fuel Injectors
Low Emission Vehicles
Marine Power
RV Power
Taxi Heating
Drug Delivery
Smoking Cessation
Humidification
Medical Device Sterilization
Camp Stoves
Outdoor Lighting
Fragrance
Propellant Displacement
Sanitizing Agents
Various Analytical Tools
Particle Size Characterization
Semiconductor Processing
Waste ProcessingIndustrial
What Kills Many Start-Ups?Markets Applications
Lack of Focus
Cool New Technology
With Lots of
Markets & Applications
Energy
Medical
Consumer
Defense
Government Research
Palm Power
Single Soldier Applications
Remote Power
Fuel Injectors
Low Emission Vehicles
Marine Power
RV Power
Taxi Heating
Drug Delivery
Smoking Cessation
Humidification
Medical Device Sterilization
Camp Stoves
Outdoor Lighting
Fragrance
Propellant Displacement
Sanitizing Agents
Various Analytical Tools
Particle Size Characterization
Semiconductor Processing
Waste ProcessingIndustrial
What Kills Many Start-Ups?Markets Applications
Ultimate Answer
Pitch Deck: Title Slide
• Hidden Opportunity
Company Presenter
PICThe essence of what you do
Tag Line
Value Proposition
Communicating the Problem
From
User Buyer Influencer
Point of View
Unmet Need
Buyers Ready
Quantifiable& Big Mkt
Understandable
Relatable
Framed to De-positionCompetition
14
The Problem
Hundreds of millions suffer with sinus problems:cold flu allergies sinusitis chronic dryness headache
Humidifiers are Unsafe OTC Meds Have
and Ineffective Serious Issues
US Consumer Product Safety Comm Warning FDA Warning for Children
Mayo Clinic Warning
15
The Problem
Hundreds of millions suffer with sinus problems:cold flu allergies sinusitis chronic dryness headache
Humidifiers are Unsafe OTC Meds Have
and Ineffective Serious Issues
US Consumer Product Safety Comm Warning FDA Warning for Children
Mayo Clinic Warning
CustomerPOV?
Unmet Need?
QuantifiableBig
Understandable?Relatable?
De-PositionAlternatives
16
The Problem
Hundreds of millions suffer with sinus problems:cold flu allergies sinusitis chronic dryness headache
Humidifiers are Unsafe OTC Meds Have
and Ineffective Serious Issues
US Consumer Product Safety Comm Warning FDA Warning for Children
Mayo Clinic Warning
CustomerPOV?
Unmet Need?
QuantifiableBig
Understandable?Relatable?
De-PositionAlternatives
17
The Problem
Hundreds of millions suffer with sinus problems:cold flu allergies sinusitis chronic dryness headache
Humidifiers are Unsafe OTC Meds Have
and Ineffective Serious Issues
US Consumer Product Safety Comm Warning FDA Warning for Children
Mayo Clinic Warning
CustomerPOV?
Unmet Need?
QuantifiableBig
Understandable?Relatable?
De-PositionAlternatives
18
The Problem
Hundreds of millions suffer with sinus problems:cold flu allergies sinusitis chronic dryness headache
Humidifiers are Unsafe OTC Meds Have
and Ineffective Serious Issues
US Consumer Product Safety Comm Warning FDA Warning for Children
Mayo Clinic Warning
CustomerPOV?
Unmet Need?
QuantifiableBig
Understandable?Relatable?
De-PositionAlternatives
19
The Problem
Hundreds of millions suffer with sinus problems:cold flu allergies sinusitis chronic dryness headache
Humidifiers are Unsafe OTC Meds Have
and Ineffective Serious Issues
US Consumer Product Safety Comm Warning FDA Warning for Children
Mayo Clinic Warning
CustomerPOV?
Unmet Need?
QuantifiableBig
Understandable?Relatable?
De-PositionAlternatives
21
The Solution
We own the best medical humidification technology in the world.
• the Capillary Force Vaporizer
• 8 issued patents
• 8 patents pending
• most critical patent to 2027
CFV Device
Proven in hospitals to save lives.
Vapore now brings its CFV Technology to the home.
22
The Solution
We own the best medical humidification technology in the world.
• the Capillary Force Vaporizer
• 8 issued patents
• 8 patents pending
• most critical patent to 2027
CFV Device
Proven in hospitals to save lives.
Vapore now brings its CFV Technology to the home.
What is It?
Validation?
Unique?
CompetitiveInsulation?
23
The Solution
We own the best medical humidification technology in the world.
• the Capillary Force Vaporizer
• 8 issued patents
• 8 patents pending
• most critical patent to 2027
CFV Device
Proven in hospitals to save lives.
Vapore now brings its CFV Technology to the home.
What is It?
Validation?
CompetitiveInsulation?
Unique?
24
The Solution
We own the best medical humidification technology in the world.
• the Capillary Force Vaporizer
• 8 issued patents
• 8 patents pending
• most critical patent to 2027
CFV Device
Proven in hospitals to save lives.
Vapore now brings its CFV Technology to the home.
What is It?
Validation?
Unique?
CompetitiveInsulation?
25
The Solution
We own the best medical humidification technology in the world.
• the Capillary Force Vaporizer
• 8 issued patents
• 8 patents pending
• most critical patent to 2027
CFV Device
Proven in hospitals to save lives.
Vapore now brings its CFV Technology to the home.
What is It?
Validation?
Unique?
CompetitiveInsulation?
Product
• Turn the Solution into a Product
• Connect the Product Back to the Problem
“This will be an easy sell to parents of little ones since there are no good options to give young children to relieve colds / flu.”
- Dr. Sandra Peterson, MDPediatrician, UCLA Medical Center
Solution
ProductValidation & Tie to Problem
• Validate the Product
27
IntroducingSafe and Soothing Sinus Therapy™
High consumer acceptance:
• in home use testing
• it really works
• superior safety
“This will be an easy sell to parents of little ones since there are no good options to give young children to relieve colds / flu.”
- Dr. Sandra Peterson, MD
Pediatrician, UCLA Medical Center
28
IntroducingSafe and Soothing Sinus Therapy™
High consumer acceptance:
• in home use testing
• it really works
• superior safety
“This will be an easy sell to parents of little ones since there are no good options to give young children to relieve colds / flu.”
- Dr. Sandra Peterson, MD
Pediatrician, UCLA Medical Center
Solution toProduct
Tie to Problem
Product Validation
29
IntroducingSafe and Soothing Sinus Therapy™
High consumer acceptance:
• in home use testing
• it really works
• superior safety
“This will be an easy sell to parents of little ones since there are no good options to give young children to relieve colds / flu.”
- Dr. Sandra Peterson, MD
Pediatrician, UCLA Medical Center
Solution toProduct
Tie to Problem
Product Validation
30
IntroducingSafe and Soothing Sinus Therapy™
High consumer acceptance:
• in home use testing
• it really works
• superior safety
“This will be an easy sell to parents of little ones since there are no good options to give young children to relieve colds / flu.”
- Dr. Sandra Peterson, MD
Pediatrician, UCLA Medical Center
Solution toProduct
Tie to Problem
Product Validation
Differentiation
Attributes Relevant To:
Buyers / Users / Influencers
Commercial Competitors
Identify: Alternative Methods
Emerging Technologies
Simple Qualitative
32
Competitive Advantages
MyPurMist™
Humidifiers
Cool Warm
OTC Drugs
Effective √ √
No Germ Transmission √ √ √
No Burn Risk √ √ √
No Side Effects √ √ √
Doctor Recommended √ √
Portable / Use anywhere
√ √
33
Competitive Advantages
MyPurMist™
Humidifiers
Cool Warm
OTC Drugs
Effective √ √
No Germ Transmission √ √ √
No Burn Risk √ √ √
No Side Effects √ √ √
Doctor Recommended √ √
Portable / Use anywhere
√ √
Attributes
Competitors
Simple Method
Qualitative
34
Competitive Advantages
MyPurMist™
Humidifiers
Cool Warm
OTC Drugs
Effective √ √
No Germ Transmission √ √ √
No Burn Risk √ √ √
No Side Effects √ √ √
Doctor Recommended √ √
Portable / Use anywhere
√ √
Attributes
Competitors
Simple Method
Qualitative
35
Competitive Advantages
MyPurMist™
Humidifiers
Cool Warm
OTC Drugs
Effective √ √
No Germ Transmission √ √ √
No Burn Risk √ √ √
No Side Effects √ √ √
Doctor Recommended √ √
Portable / Use anywhere
√ √
Attributes
Competitors
Simple Method
Qualitative
36
Competitive Advantages
MyPurMist™
Humidifiers
Cool Warm
OTC Drugs
Effective √ √
No Germ Transmission √ √ √
No Burn Risk √ √ √
No Side Effects √ √ √
Doctor Recommended √ √
Portable / Use anywhere
√ √
Attributes
Competitors
Simple Method
Qualitative
Validation
Traction
MilestonesCompleted
Expert Opinion
Media Coverage
User Testing
PricingInsights
Quantitative
38
American Academy of Pediatrics 2010 Conference
1 = Not appropriate / don't recommend
N = 278 Pediatricians 7 = Appropriate / Will Recommend
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
1 2 3 4 5 6 7
Rating Scale
39
American Academy of Pediatrics 2010 Conference
1 = Not appropriate / don't recommend
N = 278 Pediatricians 7 = Appropriate / Will Recommend
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
1 2 3 4 5 6 7
Rating Scale
User Testing
Expert Opinion
Price Analysis
Quantitative
40
American Academy of Pediatrics 2010 Conference
1 = Not appropriate / don't recommend
N = 278 Pediatricians 7 = Appropriate / Will Recommend
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
1 2 3 4 5 6 7
Rating Scale
Expert Opinion
Price Analysis
Quantitative
User Testing
41
American Academy of Pediatrics 2010 Conference
1 = Not appropriate / don't recommend
N = 278 Pediatricians 7 = Appropriate / Will Recommend
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
1 2 3 4 5 6 7
Rating Scale
Expert Opinion
Price Analysis
Quantitative
Didn’t Do It Here
User Testing
42
American Academy of Pediatrics 2010 Conference
1 = Not appropriate / don't recommend
N = 278 Pediatricians 7 = Appropriate / Will Recommend
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
1 2 3 4 5 6 7
Rating Scale
Expert Opinion
Price Analysis
Quantitative
User Testing
44
Target Markets
MyPurMist™ will become its own hybrid category.
We will source customers from:
US Annual Sales
Room Humidifier Market $350M
OTC Sinus Drug Market $ billions
Nasal Wash $80M
Homeopathic Sinus Market $200M+
Acne and Facial Care Market $ billions
Clients• company 1• company 2
ABC, Inc• proprietary software• analysis expertise
3rd PartyEvaluators
$, raw data
raw datafeedback
analysis
ABC, Inc.
ABC, Inc. Revenue Model:
Clients in “XYZ” Industry pays:
• retainer ($50K/month)• software License Fee ($3M / seat)• lump sum per project (negotiated)
ABC, Inc Pays 3rd Party Evaluators:
• per day basis ($50 /person / hr)• per project basis (negotiated)
Buyer’s Unmet Needs
Unlikely Adopters
Position by Adopter
Distribution Plan
Pricing Strategy
Promotion Plan
Marketing Tactics
Brand Maturation Plan
Competitive Benchmarking
Product Development
Early Adopters (segments)
Consumer Research
Go To Market Plan
Complex&
Separate Presentation
Marketing Plan
Runs Parallel to Product Development
Buyer’s Unmet Needs
Unlikely Adopters
Position by Adopter
Distribution Plan
Pricing Strategy
Promotion Plan
Marketing Tactics
Brand Maturation Plan
Competitive Benchmarking
Product Development
Early Adopters (segments)
Consumer Research
Go To Market Plan
Complex&
Separate Presentation
Marketing Plan
Runs Parallel to Product Development
Pitch Deck: Show Launch Plan
Soft Launch
Website
Promotional Discounts
Launch
e - Tailers• Amazon
Growth
Mass Retailers• example• example
Specialty Catalogs• give example
Overseas Partners
Limited Retailers• give example
Social Media
Expected Unit Sales as Function of Launch Phase
Go To Market Plan Usual Pitch Deck Elements
• tactic 1 • tactic 2
100,000
50,000
1,000
Early Adopter 1: Moms w/ kids
Early Adopter 2: mid-age men
• tactic 3 • tactic 4
53
The Deal
Projected Sales:
• $80M in 2015
• Profitable in 2011
Series B Offering:
• $1.1M
• 75% subscribed
• $0.10/share
Pre-Money Valuation: Exit Target:
• $1.66M • 2013 exit - first product
Millions
$0
$20
$40
$60
$80
2011 2012 2013 2014 2015
Revenues Gross Margin Net Income
54
The Deal
Projected Sales:
• $80M in 2015
• Profitable in 2011
Series B Offering:
• $1.1M
• 75% subscribed
• $0.10/share
Pre-Money Valuation: Exit Target:
• $1.66M • 2013 exit - first product
Millions
$0
$20
$40
$60
$80
2011 2012 2013 2014 2015
Revenues Gross Margin Net Income
Sales Projection
Basic Terms
Valuation
Exit Comment
55
The Deal
Projected Sales:
• $80M in 2015
• Profitable in 2011
Series B Offering:
• $1.1M
• 75% subscribed
• $0.10/share
Pre-Money Valuation: Exit Target:
• $1.66M • 2013 exit - first product
Millions
$0
$20
$40
$60
$80
2011 2012 2013 2014 2015
Revenues Gross Margin Net Income
Sales Projection
Basic Terms
Valuation
Exit Comment
56
The Deal
Projected Sales:
• $80M in 2015
• Profitable in 2011
Series B Offering:
• $1.1M
• 75% subscribed
• $0.10/share
Pre-Money Valuation: Exit Target:
• $1.66M • 2013 exit - first product
Millions
$0
$20
$40
$60
$80
2011 2012 2013 2014 2015
Revenues Gross Margin Net Income
Sales Projection
Basic Terms
Valuation
Exit Comment
57
The Deal
Projected Sales:
• $80M in 2015
• Profitable in 2011
Series B Offering:
• $1.1M
• 75% subscribed
• $0.10/share
Pre-Money Valuation: Exit Target:
• $1.66M • 2013 exit - first product
Millions
$0
$20
$40
$60
$80
2011 2012 2013 2014 2015
Revenues Gross Margin Net Income
Sales Projection
Basic Terms
Valuation
Exit Comment
The Team
Cover All Critical Functions
CEO CFO CTOMkt Mfg Legal
On Team
Plan to Hire
Tech Team – No
Advisors - ehInvestors -eh
59
ManagementKelly J. Brodbeck, CEO
• 11 years product development at Clorox
• multiple new product and line extension launches
Robert Hale, Public Relations• grew SinuCleanse Nasal Wash from $500,000 to $45,000,000.
• significant category knowledge
Bob Stoesser, Manufacturing• 30+ years experience in medical device production
Experienced Board with decades of angel investment experience.
Kelly PIC
Robert PIC
Bob PIC
Board PIC
The Exit (Optional)
Investors want $$$ back
+ Return in reasonable time
Future Vision
IPO Acquisition
Dividend Spinoffs
List Precedents
Similar Companies
61
Exit and BeyondAcquisition Candidates from Multiple Industries:
Consumer Products Healthcare Health & Beauty
Precedents and Expectations:
• KAZ purchase of Slantfin 2x on annual sales (2006)
• We expect 25x for Series B investors
Platform technology will create spin off companies:
• mucositis
• xerostomia
• laparoscopic surgery humidification
62
Exit and BeyondAcquisition Candidates from Multiple Industries:
Consumer Products Healthcare Health & Beauty
Precedents and Expectations:
• KAZ purchase of Slantfin 2x on annual sales (2006)
• We expect 25x for Series B investors
Platform technology will create spin off companies:
• mucositis
• xerostomia
• laparoscopic surgery humidification
Acquisition
Precedents
Roadmap
63
Exit and BeyondAcquisition Candidates from Multiple Industries:
Consumer Products Healthcare Health & Beauty
Precedents and Expectations:
• KAZ purchase of Slantfin 2x on annual sales (2006)
• We expect 25x for Series B investors
Platform technology will create spin off companies:
• mucositis
• xerostomia
• laparoscopic surgery humidification
Acquisition
Precedents
Roadmap
64
Exit and BeyondAcquisition Candidates from Multiple Industries:
Consumer Products Healthcare Health & Beauty
Precedents and Expectations:
• KAZ purchase of Slantfin 2x on annual sales (2006)
• We expect 25x for Series B investors
Platform technology will create spin off companies:
• mucositis
• xerostomia
• laparoscopic surgery humidification
Acquisition
Precedents
Roadmap
66
Questions?
“No doubt this is a cool option to replace the worthless OTC meds for children. An excellent product for physicians to offer to their patients.”
- Pediatrician, UCSF
“My wife can’t use many OTC meds due to her other medications . This was much more soothing than our room humidifiers and it was portable so I wasn’t chained to where ever it was plugged in. Nicely done product! “
- Primary Care MD, UCSF
“I am using this nifty handheld humidifier and my allergies are under better control (than with a room humidifier). Let me know when this is on the market.”
- ENT MD, Los Angeles
67
NVC Poster Board
Title Slide Content
Solution Product / ServiceProblem Statement
Differentiation ValidationMarket
and/or
Revenue Model
68
NVC Poster Board
Solution Product / ServiceProblem Statement
Differentiation ValidationMarket
and/or
Revenue Model
We help sick people breathe.
69
NVC Poster Board
Solution Product / Service
Differentiation ValidationMarket
and/or
Revenue Model
We help sick people breathe.
Hundreds of millions suffer with sinus problems:
cold flu allergies sinusitis chronic dryness headache
Humidifiers: Unsafe & Ineffective OTC Meds Have Serious Issues
US Consumer Product Safety Comm FDA Warning for Children Mayo Clinic Warning
70
NVC Poster Board
Product / Service
Differentiation ValidationMarket
and/or
Revenue Model
We help sick people breathe.
Hundreds of millions suffer with sinus problems:
cold flu allergies sinusitis chronic dryness headache
Humidifiers: Unsafe & Ineffective OTC Meds Have Serious Issues
US Consumer Product Safety Comm FDA Warning for Children Mayo Clinic Warning
Patented CFV Solution
71
NVC Poster Board
Differentiation ValidationMarket
and/or
Revenue Model
We help sick people breathe.
Hundreds of millions suffer with sinus problems:
cold flu allergies sinusitis chronic dryness headache
Humidifiers: Unsafe & Ineffective OTC Meds Have Serious Issues
US Consumer Product Safety Comm FDA Warning for Children Mayo Clinic Warning
Patented CFV Solution Introducing myPurMist• Proven in hospitals• Drug free• Doctor endorsed• Consumer tested
72
NVC Poster Board
ValidationMarket
and/or
Revenue Model
We help sick people breathe.
Hundreds of millions suffer with sinus problems:
cold flu allergies sinusitis chronic dryness headache
Humidifiers: Unsafe & Ineffective OTC Meds Have Serious Issues
US Consumer Product Safety Comm FDA Warning for Children Mayo Clinic Warning
Patented CFV Solution Introducing myPurMist• Proven in hospitals• Drug free• Doctor endorsed• Consumer tested
MyPurMist™
Humidifiers
Cool Warm
OTC Drugs
Effective √ √
No Germ Transmission √ √ √
No Burn Risk √ √ √
No Side Effects √ √ √
Doctor Recommended √ √
Portable / Use anywhere
√ √
73
NVC Poster Board
Market and/or
Revenue Model
We help sick people breathe.
Hundreds of millions suffer with sinus problems:
cold flu allergies sinusitis chronic dryness headache
Humidifiers: Unsafe & Ineffective OTC Meds Have Serious Issues
US Consumer Product Safety Comm FDA Warning for Children Mayo Clinic Warning
Patented CFV Solution Introducing myPurMist• Proven in hospitals• Drug free• Doctor endorsed• Consumer tested
MyPurMist™
Humidifiers
Cool Warm
OTC Drugs
Effective √ √
No Germ Transmission √ √ √
No Burn Risk √ √ √
No Side Effects √ √ √
Doctor Recommended √ √
Portable / Use anywhere
√ √
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
1 2 3 4 5 6 7
Rating Scale
American Academy of Pediatrics
N = 278 Doctors
74
NVC Poster Board
We help sick people breathe.
Hundreds of millions suffer with sinus problems:
cold flu allergies sinusitis chronic dryness headache
Humidifiers: Unsafe & Ineffective OTC Meds Have Serious Issues
US Consumer Product Safety Comm FDA Warning for Children Mayo Clinic Warning
Patented CFV Solution Introducing myPurMist• Proven in hospitals• Drug free• Doctor endorsed• Consumer tested
MyPurMist™
Humidifiers
Cool Warm
OTC Drugs
Effective √ √
No Germ Transmission √ √ √
No Burn Risk √ √ √
No Side Effects √ √ √
Doctor Recommended √ √
Portable / Use anywhere
√ √
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
1 2 3 4 5 6 7
Rating Scale
American Academy of Pediatrics
N = 278 Doctors
Market US Annual Sales
Room Humidifier Market $350M
OTC Sinus Drug Market $ billions
Nasal Wash $80M
Homeopathic Sinus Market $200M+
Acne and Facial Care Market $ billions
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