Our Mission

“To enhance and extend the life of humans by providing them with the tools and the understanding to change their lifestyle in a positive way.”

“We do this by combining smartphones, life expectancy, game theory, social interaction and some clever hardware to drive behavior change”

The SolutionAPP

TIME CREDITS

PAD

• The application is the main way people interact with Ignite.

• The ignite pad allows us to get long term user retention and valuable data.

• The time credits is a long term strategy that will not be fully developed in the first iteration of the product.

• Combined they delivery exponential value to the user

• Each is designed so that it can be built upon by partners

The SolutionAPP

• The IGNITE APP allows users to monitor their life expectancy in real time and modify it instantly based on behavior changes.

• It allows user to track their progress over time, everything from their weight to lifestyle changes.

• It allows earn perks in return for lifestyle changes.

• It allows them to set up competitive peer to peer behavior through social media.

The SolutionAPP

The Solution

PAD

• The IGNITE PAD is a incredibly clever but simple piece of hardware that allows us to replicate the functionality of a wiiFit in a device that should costs less that $3

• This device was invented by IGNITE and users clever image recognition and advanced engineering to deliver functionality of a device ten times its cost.

• We plan to find a sponsor to enable us to give away millions of the devices for free.

• Provisional patent submitted.

The Solution

PAD

The Solution

TC

• Users can earn “time credits” over time based on extending their lives.

• They can only use these credits to purchase/subsidize life extending products/services such as Gym Memberships, Healthy Food, DNA tests etc.

• The base of these credits are micro-lives that already have a market value of $2.70 however the marketplace will define the actual value of the time credits5

• Advanced fraud protection and algorithms protect against gaming of the system.

• Eventually open this out into an health insurance marketplace.

• Open API allows other products to participate in the marketplace as long as we acquire their data.

“An SOA online survey of 1,000 adults found that 83% would be willing to follow a healthy lifestyle program if they received incentives from their health insurance plan.”

Revenue Model• The app will be a free app, with in app purchases

• The pad will be either sold/licensed or sponsored with a significant margin for IGNITE

• In app purchases for health products other synergistic health applications

• Margin on transactions in the currency marketplace

• Ability to sell big data

• Long term goal to provide a health insurance marketplace.

• Further product extensions

TimelineOur ideal timeline is very aggressive to take advantage of a significant marketing opportunity:

1st of August2012

1st of October2012

1st of December2012

4 week Agile cycles

HardwareSponsors

In sponsorship discussions with:

BrandPartners

In brand partner discussions with:

The Team

Ben Way• Serial Entrepreneur• 15 Years in business• Millennium Young Entrepreneur of the year• Developed and sold the world largest language learning website• Founded the second largest solar company in the UK• Invented one of the first ecommerce comparison engines• Advised the White House on mobile technology• Incubates early stage companies, current portfolio of 42 companies

Hermione Way• Entrepreneur• Owns digital media company• Silicon valley video director for TheNextWeb • Won Square Mile 30 under 30 for technology• Spectator Business 2010 stars of tomorrow• Culture Leadership 2010 Woman to watch• Top UK female in tech 2010• Named as Independents most influential Twitter 100

Nick Fallon (Head Developer)• 25 years in technology• Extensive experience in mobile• Extensive experience in web 2.0

Chris Moss(Marketing Advisor)• Marketing Director Virgin Atlantic• Marketing Director Orange Mobile• Marketing Director 118118

Dr. Katy Thomas Fike(Gerontologist Advisor)• Founder of Innovate50• Doctorate from University of Southern California’s • Undergraduate degree in Systems Engineering

David Murray(UX Advisor)• Product Development at Google• UX specialist• Gaming expertise

“Ben and Hermione's Ignite Pad concept is a simple, innovative solution to one of the biggest and most complex problems facing the country. We at LUNAR are excited to work with them to bring this idea to reality in a beautiful way that connects with people."

- John Edson, LUNAR industrial design partners of Apple, HP, Oral B

“Ignite's revolutionary suite of tools combines disruptive technology, behavior change best practices and cutting-edge, life expectancy research to empower consumers to make informed daily decisions to enhance the quality and quantity of their lives. Ignite's innovative products have tremendous implications for virtually anyone who has a personal or organizational stake in health living and healthy aging.“

- Dr. Katy Thomas Fike, specialist in aging.

Investment

$500,0009 Month Burn Rate with $150K contingency

Convertible note @ 20% Discount for Venture Round @ $5m Cap

Appendix

Hardware

Software

Microlifes

“a microlife is 30 minutes of your life expectancy “

Life expectancy for a man aged 22 in the UK is currently about 79 years, which is an extra 57 years, or 20,800 days, or 500,000 hours, or 1 million half hours. So, a young man of 22 typically has 1,000,000 half-hours (57 years) ahead of him, the same as a 26 year-old woman. We define a microlife as the result of a chronic risk that reduces life, on average, by just one of the million half hours that they have left.

Here are some things that would, on average, cost a 30-year-old man 1 microlife:

• Smoking 2 cigarettes• Drinking 7 units of alcohol (eg 2 pints of strong beer)• Each day of being 5 Kg overweight

There is a simple relationship between change in life expectancy and microlives per day. Consider a person aged around 30 with a life expectancy of 50 years, or 18,000 days. Then a daily behavior or status that leads them to lose a year of life expectancy (17,500 microlives) means they are using up around one microlife every day of their lives.

Microlives encourage the metaphor that people go through their lives at different speeds according to their lifestyle. For example, someone who smokes 20 a day is using up around 10 microlives, which could be loosely interpreted as their rushing towards their death at around 29 hours a day instead of 24. This idea of premature ageing has been found to be an effective metaphor in encouraging behavior change.

We will create an controlled wiki of risk using the Cox proportional hazards models methodology.

Proportional hazards

modelProportional hazards models are a class of survival models in statistics. Survival models relate the time that passes before some event occurs to one or more covariates that may be associated with that quantity.

In a proportional hazards model, the unique effect of a unit increase in a covariate is multiplicative with respect to the hazard rate. For example, taking a drug may halve one's hazard rate for a stroke occurring, or, changing the material from which a manufactured component is constructed may double its hazard rate for failure.

Other types of survival models such as accelerated failure time models do not exhibit proportional hazards. These models could describe a situation such as a drug that reduces a subject's immediate risk of having a stroke, but where there is no reduction in the hazard rate after one year for subjects who do not have a stroke in the first year of analysis.

Stats

• 50.4% of all Americans own a smartphone and growing4

• 155 Million devices to deploy on in the US alone

• These devices used in clever ways can change behavior

• 63% of Americans are Overweight

• 35% of Americans are Obese

• $300 Billion cost to American Economy

• Lifestyle is the primary factor in life expectancy

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References

1. 2011 Society of Actuaries2. 2012 CDC3. 2008 Gallup and Healthways4. Nielsen 20125. NICE