Clear braces directly to consumers

2.6M Addressable Cases Treated in 2013

GLOBAL CONSUMER DENTAL MARKET: $35 BILLION

UK DENTAL MARKET:£5.7 BILLION

Why Yoursmiledirect.com?

Value: Up to 75% Savings

Convenience: No dental office visits

Trust: Money back

guarantee

Service: Exceptional Customer

Service

Market: First Mover Advantage

Business Overview

• Direct to Consumer provider of Cosmetic Dental Braces

• Tele-dentistry Treatment Plans• At Home Impression kits &

digital imagery assessments • 75% savings to Patients• No expensive and time

consuming dentist visits• Pay in monthly installments• Uses the same Labs as the

Orthodontists

Customer Acquisition

YourSmileDirect

Adwords and SEO

Direct TV Advertising

PR & Media

Coverage

Retail: Pharmacy

Sales

Building Trust

• Access to Orthodontists by phone, chat and video

• Retail product in Pharmacies

• TV Advertising, PR appearances to build trust & confidence EG TV3, Sky News

• Testimonials and videos on site & social media

Track Record

Graham Byrne, CEOEntrepreneur, Operations, International Development

Maria McMenamin, CMOEntrepreneur, Customer Loyalty program manager domain expert

The Market

• 177 % Increase in Enquiries leading to 26% increase in price in 2013 * (whatclinic.com)

• 89% rise in demand 2013 *• 1M New Braces each year in the

UK. £5.7B Market Annually in the UK

• “Research shows approximately 100 million adult consumers in the U.S. alone would like to improve their smile and are interested in straighter teeth, but many would never consider metal braces.”

The Product

• Dental Clear Aligners £1,199 (£95 Impression Kit)

• Dental Strength Teeth Whitening included

• 4-16 trays depending on severity

• Average of 16 weeks treatment plan

• No Dentist office visits• Optional Retainer (£195)

Unit Gross Margins

• Unit Sale price: £1,199 (VAT Exempt)

• Unit Cost of goods: £490

• Unit Gross Profit: £709• Gross Margin: 59%

Business Model

• Direct to Consumer provision of clear dental aligners

• Removes traditional middleman: Orthodontist, Dentist, GP

• New additional routes to market for Home Impression kits: Pharmacies, Beauty Salons & Hair Salons

Competition

No 1 $600M Global leader in sale of clear braces through channel of Orthodontists & Dentists. No Direct Channel

No 3 in Clear Aligners. No Direct Channel

No 4 in Clear AlignersNo Direct Channel

Barriers to Entry

• Exclusivity agreement with manufacturer for a directly marketed and retail marketed proposition.

• First to Market

Target Markets

• 18+ with cosmetic dentistry requirements

• Clients who had braces removed 20 years and now require minor cosmetic work

• NHS and Dental Insurers

Financial Overview  Year 1 Year 2 Year 3

Sales Rev€1.2M

(1,000 Units)€2.4M

(2,000 Units)€4.8M

(4,000 Units)

Investment €550,000 €500,000 -

Units 1,000 2,000 4,000

 Profit €0 €600K €1.2M

Investment & Use of Funds Stage 1: Model Ready, Impression kits and Agreements with manufacturer in place. Ready for ValidationSeed Investment 3 months : €50K

Use of Funds:• Google Adwords Campaign to validate model and establish cost of

customer acquisition• Recruit key Staff• PR Campaign to raise awareness of the concept & attract sign ups

Stage 2 Post Validation: ‘Investor Ready’ and Validated. Ready for second stage investment of €500K