rewarding healthy behaviour

Rewarding healthy behaviour

View translations, whitepaper and additional information at arda.ai/tge/

Overview:WhereArda fits

Our current health & fitness ecosystem is broken

Raw activity data

Health & fitness hardware/software vendor

Generic offers

Health insurers, retailers with loyalty programs, advertisers, health researchers

People who should be exercising

Raw data for user to view


Raw activity data


Raw data for user to view

Generic offers

Retail offers are blind to customer behaviour and optimum timings

The raw data is not insightful and the health sector can’t engage with it

The data is owned by the vendor, not the user


PROB

LEM

PROB

LEM

PROB

LEM

Arda’s AI Platform makes sense of the data, and smart contracts facilitate the sharing of insights from activity

data with all participants in the health, wellness & fitness ecosystem

Raw activity data

Meaningful activity data

Coaching insights & guidanceRewards for good behaviour

Rich customer insightTargeted offers / rewards

Raw activity data




Connecting 3.2B stakeholders in one connected ecosystem

Total addressable transaction market in this ecosystem is

1.5B transactions per day.

Why can we achieve this?

We are world leaders in activity analysis • Our co-founders established the world’s first commercial sports science

institute, and have been analyzing activity data for more than 30 years

• Tested and proven at the elite level with World Champions (cycling, America’s Cup, triathlon, rowing, rugby)

• Tested and proven with tens of thousands of beginners through corporate health programs

• Built extensive domain-specific IP portfolio

“The benchmark against which all training guides will be measured.”Frank W. DickFormer President of the European Athletics Coaches Association

This has led to an intellectual property portfolio that uniquely enables us to enrich activity dataFor data to be meaningful it has to have context.

For example, heart rate is meaningless unless we factor in the effort you are putting in, the resistance involved (e.g. walking on flat ground versus climbing a hill), what the heart rate should be given your health status, whether you are tired, and what effort you were supposed to be training at.

And then to be useful, once this data has context, it should be used to give advice given to the person who is exercising.

Activity Classification System and Method (Status: Patent US 9,665,873, EU patent application EP 2539837 A1; Priority Date: 24 Feb 2010; Continuance: US- 2017-0316425 -A1)

Automated Prescription of Activity Based on Physical Activity Data: US20160263439 A1 (Status: Current PCT, US & EU patent application; Priority Date: 11 Oct 2014.)

Our platform and intellectual property is already licensed by partners on runs on a variety of platforms

Major national defence force

Multiple 3-month trials over 5 years with 1,500 total participants showed the value of using our methods

Who cares about richer data and insights?

Health insurers and public health systems care

• The worldwide cost of diabetes is estimated to be US$825 billion• 1 in 3 Americans and Chinese have pre-diabetes, and active

lifestyles can prevent 60–90% of these people from getting diabetes

• The cost of heart disease in the US alone is US$444 billion• Regular appropriate exercise can reduce the risk of stroke (37%

decrease), coronary heart disease (21% decrease), heart disease deaths (25% decrease) and all causes of death (13% decrease)

Retailers and advertisers care

• Someone engaged in structured exercise …– is twice as loyal to the brands associated with that structured exercise– will stick with their exercise for twice as long– spends three times as much as a regular consumer

• Making an offer at the right time in the consumer’s lifecycle increases conversion rates by over 300%

• Rewarding customer loyalty with our tokens removes the liability for reward points from the retailer’s balance sheet

Consumers and health device vendors care

• The average user sustains active use of current fitness devices for only 6–12 weeks

• Only 10% of exercisers achieve their health and fitness goals (versus 90% who train using our system)

• We can immediately halve the churn rate for users of health and fitness apps if we move them to structured training

TGE and governance information

Performance Lab transfers Arda Platform IP to the newly created Performance Lab Platform Limited (PL Platform)

Performance Lab is issued 30% of ARDAT tokens in consideration for transfer of the IP tp PL Platform

• PL Platform is a subsidiary of Performance Lab set up to to facilitate the Arda Platform ecosystem’s transition to a fully decentralised and autonomous network

• PL Platform will establish a fair and transparent governance model that will take into account the voices and needs of all participants within the ecosystem.

Establishment of Performance Lab Foundation

PL PLATFORM

Tokens will be structured as a BCP compliant utility token, giving participants the right to use the Arda platform.

Both end users that engage in activity, and providers of services to these end users (e.g. health insurers) will pay a fixed monthly cost to use the Arda platform services.

Additionally, ARDAT’s will be used to pay for transactions that are completed between and end user and a service provider.

It is forecast that by December 2020, these transactions will be turning over 50% of the total supply of tokens on an annual basis.

ARDAT: A new currency is born

Performance Lab TGE Event

To finance the scaling of the Arda platform, Performance Lab will undertake a token generating event and distribute circa 540m tokens through a token generating event. This represents 60% of the total supply of ARDAT tokens of circa 900 million. The proceeds of this sale will be used to acquire all of the Arda Platform intellectual property from Performance Lab on an arm’s length basis, and to fund the on-going operation of the Arda Platform.

ARDAT Token Allocation

ARDAT Purchasers in the TGE 60% 540,000,000

Performance Lab 30% 270,000,000

Developers 2.5% 22,500,000

Reserved by PL Platform 7.5% 67,500,000

Total Tokens 900,000,000

1. Sourcing and incentivising new participants (both End Users and Data Consumers) who will enhance the Performance Lab platform and ecosystem for all participants

2. Operational costs, infrastructure, and developers

3. Marketing and PR for the Performance Lab platform

4. Supporting and growing the Blockchain and Performance Lab developer community

The token raise will be used primarily in four ways

Our team

Jon AcklandChief Science Officer / Co-Founder• 20 years as a high-performance consultant to world champions and world record holders across a range of disciplines

• Author of 9 books, 2 are used as university texts• BSc, Diploma of Exercise Science

Kerri McMasterChief Strategy Officer / Co-Founder• 20 years working as a specialist in health management• Creator of disruptive commercial corporate health management programmes

• Trained at Yoyogi Dojo in Tokyo and winner of two consecutive world karate titles

Matt HalsteadChief Technical Officer• PhD in experimental and computational neuroscience

• Four years at University of Auckland’s Bioengineering Institute, working on physiological models and big data.

Senior leadership team

Baruch ter WalVP Marketing and User Experience• Masters in Philosophy (First Class Honours)• Previously associate with McKinsey and Company, and a head of R&D at Carter Holt Harvey

• Co-Founder of UX-focused B2B design agency

Waynne DartnallChief Executive Officer• Founder / CEO / seller of several successful global start-ups in USA, UK and NZ.

• History of building scalable business with revenue growth from $0 to >$100Mpa.

• Experience in business practices, stakeholder management, and staff leadership

Angus BlairVP Product• Extensive experience in Product Management and User Experience design for a diverse range of media including Web, Mobile, Watch and Conversational UI.

• Powerlifting New Zealand Team Coach and Athlete

Our development team

Performance Lab has a team of software engineers, testers, dev-ops specialists and designers who have been working on the Arda platform for more than five years. They have built robust solutions to meet the needs of thousands of end users and companies such as Oakley, Intel, and Lifebeam.

In addition, Performance Lab has a partnership with Centrality.ai, who has taken a strategic stake in the company. Centrality has one of the world’s largest blockchain teams, with over of 40 blockchain engineers that have the skills and experience to deliver world class tools for start-up founders.

Daniel GillespieChief Operating Officer, Blockhaus

Over 12 years of international banking and private equity experience: fund raising, deal origination, investment and portfolio management.

Held roles in New Zealand with ASB, in London with Deutsche Bank and Fortis BNP Paribas and in the United Arab Emirates with Limitless and Istithmar World.

Investment Manager for a portfolio of private equity assets throughout the USA, South East Asia, Africa, and Europe.

Aaron McDonald Chief Technical Officer, Blockhaus

20-year tech industry veteran having experience leading teams across all aspects of technology.

Held leadership positions in large technology companies managing portfolios over $1b in value across engineering and architecture, product development and management, marketing and sales.

Aaron is now the managing director and co-founder of Centrality, a Blockchain platform and ecosystem.

LEGAL AND INVESTMENT ADVISORS

Advisory team

Roger SmithShareholder and the key executive in driving the global growth of a locally owned unicorn (Independent Liquor).

Global M&A adviosry board of Euronet (NASDAQ:EEFT).

Currently CEO of ePay NZ. Active angel investor including Society One, My HR, Cin7 and Fingermark.

Jerome Faury15 years senior P&L and business management experience.

Held GM to regional and functional head roles including Board and Non-Executive or advisory positions.

Significant hyper-growth and exec leadership experience across digital payments, healthcare and enterprise software with industry leading companies like Oracle, Orion Health and Payment Express.

Ruitao SuHead of Mobile, Centrality

More than 20 years in development of mobile applications with local and global companies.

Co-founder of several successful start-ups in the U.S.

His last 3 applications were U.S Apple featured applications, and Rui has been invited by Apple to present at developer conferences such as WWDC.

For more information including intellectual property and coaching science, please refer to our white paper.

Appendix:Case studies within the ecosystem

Case Study 1: End user, “Andrea”

1. Andrea uses her “powered by Arda” running app, marketed by Sports Co, to track her performance. Because she is so compliant with her training, she gets back many of the tokens she spent on the service as a reward for good behaviour.

2. Sports Co incentivises Andrea by linking her to its loyalty program. She gets vouchers and incentives to use Sports Co gear while she trains.

3. Sports Co knows that customers who train regularly spend three times as much as the average customer, and are twice as likely to recommend their gear to other runners. So they are happy to support Andrea!

Andrea(End User with App)

Tokens to Play

Reward Tokens

1

23

Sports CoLoyalty Provider

App Co(App Maker)

Customers

Vouchers & Incentives

Value AddedData Insights

Compliant User Data

ARDA Cloud Services:Coaching Services &

Data Analytics

Case Study 2: Marketer, “PowerDrink Co”

1. PowerDrink Co gives away tokens with their PowerDrink to be used for Arda training programs and data capture.

2. PowerDrink Co forms a partnership with a big brand, Sports Co, so the token can be used with Sports Co’s fitness application.

3. The End User (Andrea) spends her token within the app to get a custom training program. She sees that she can also spend tokens on getting fitness assessments and subscription to advanced coaching features.


12

3

4

5


Research Org(Data Consumer)

Tokens For Plan

Training Plan

Data with Insights

Tokens for Data

Tokens for Data Sold

User Data

Customers

Token with Product Token Commission

for Data SoldSuppliesthe App

6


Data Analytics

PowerDrink Co(Marketer)

Sports Co(App Maker)

4. As she exercises, Andrea’s data is sent to the cloud for analysis. Her data is transformed into rich insights including exactly what training she did, fitness trends, technique weaknesses, and predictions about future behaviour.

5. Research Org wants to include her data in a health study looking long term BMI reduction. They pay Andrea in tokens.

6. Some of the revenue is re-distributed to everyone who helped bring the valuable data in —which they can use for future Arda services.

Case Study 2 continued …


12

3

4

5


Research Org(Data Consumer)

Tokens For Plan

Training Plan

Data with Insights

Tokens for Data


User Data

Customers

Token with Product Token Commission

for Data SoldSuppliesthe App

6


Data Analytics

PowerDrink Co(Marketer)

Sports Co(App Maker)

Data ConsumerApp Maker

Initial Token Purchaser

Token Exchange

(Tx)

Performance Lab

Acting As

ETH/FIAT

Goods + Services

FIAT$ for Hardware + Software

Tokens (& Data Permissions)

Tokens to Play

Tokens for Good Behaviour

Coaching

Acting As

Acting As

Data with Insights

Tokens for Data Identifying and Funding New Customers

Raw Data


UserData

ETH/FIAT

Token Generating Event (TGE)

ETH/FIATPL Platform

Tokens

TokensTokens

Tokens

Tokens

ARDA TOKENValue Flow

ETH/FIAT

Tokens

FIAT for Data

ServicesStimulus Tokens

Governance

Tx Tokens to Play

FIAT to Play

Loyalty Provider Marketer

CustomersCan perform as any combination of the below actors

TxTokens for Data

StimulusToken

StimulusToken

Token Commission for Data & Coaching

Services Sales

End User Applications +

Sensor Interface(EUAs)

End UserARDA Cloud Services:Coaching Services &

Data Analytics

Tokens

The full picture

End users and third-party “customers” of the Arda ecosystem can both start off their engagement as Initial Token Purchasers at a TGE.

ARDAT is the basis for transactions in the Arda data ecosystem, enabled by the blockchain. Data customers use ARDAT to access data categorised and interpreted by Arda, collected from end users with their consent. These data insights can be used tfor product development, marketing programs, research projects and custom user interactions.

rewarding healthy behaviour

Documents