Nell Bennett, Andreas Bilicki, Jack Hooper & Fotini Markopoulou with ‘MYtempo’ by DBACE

MYtempo Business Plan Nell Bennett Andreas Bilicki Jack Hooper Fotini Markopoulou

Summary MYTempo

is a wearable device that improves your capacity to manage the pressures of time and stress in your daily life. It enables you to become more alert or to relax, without drugs such as caffeine or alcohol, or timeconsuming methods such as meditation. It does this through the application of a phenomenon called heart rate entrainment, by which our internal biological rhythms can synch up with an external stimulus.  From this we created and tested a new way of achieving the effect that encourages the user’s pulse to respond, raising or lowering their heart rate and so stimulating or relaxing them. The effect is similar to that of listening to upbeat music to wake up or chilled out music to relax but without the associated distraction, so a user can get more control over how they feel and perform"

The Team! Our team is currently made up of four postgraduate students studying a unique double MA/MSc degree run jointly by the Royal College of Art and Imperial College London. The four members come from a variety of backgrounds and the wide range of skills of the team encompass electronics, design, mechanical engineering, film production, material science and even quantum physics."

" The Market! •

Wearable electronics: $2 billion a year in sales, and will represent a minimum revenue opportunity of $6 billion a year by 2016 in the US alone. "

•

Mindfulness: 87% increase in spending on yoga products in the last 5 years in the US up to $27 billion."

•

Through the novel approach of providing an active and controllable stimulus to the user, rather than just measuring his/her state, there is an exciting opportunity to exploit the potential of two massively expanding markets by creating a whole new crossover segment."

The Deutsche Bank Award" The DBA is absolutely essential for us to take our project to the next stage of development and so onwards towards a full market launch of MYtempo. We don’t intend to stop with MYtempo, however, and have plans to develop this technology in to more areas. The DBA will help us not only to take this product to market, but consequently also to change how the world relates to the technology that we engage with throughout our lives.

" 1 {Citat 2{

http://www.caseyresearch.com/cdd/health-care-goes-mobile-and-gets-personal ion} http://www.statisticbrain.com/yoga-statistics/}

MYtempo Business Plan

tempo

MY is MYtempo This MYtempo

does this through the application of a phenomenon called heart rate entrainment, by which our internal biological rhythms can synch up with external beat stimuli. We discovered this through our investigations into interoception. This is the ability of a person to perceive a stimulus originating within the body. While looking at ways in which we could enhance this ability, we encountered heart rate entrainment, which was first observed through the use of music in 1918.4

! From this we created a new way of achieving the effect that encourages the user’s pulse to respond, raising or lowering their heart rate and so stimulating or relaxing them. The effect is similar to that of listening to upbeat music to wake up or soothing music to relax but without the associated distraction, so they can get more control over how they feel and perform. ‣ Unique wearable device ‣ Physical effect on mind and body ‣ Calms or stimulates on demand

www.mytempo.co.uk The reference 4 is taken from an editorial that is attached at the end of this business plan for your interest.

Hyde I H, Scalapino W. The influence of music upon electrocardiograms and blood pressure. Am J Physiol (1918) 4635–38.38

! ! !

“I feel it quicker than with the coffee.” - Claudia Lueders

“I am gonna miss it.”

- John Bim

In practice,MYtempo is a simple and stylish wristband that has three states: off, up or down. It links to our website where the user’s individual stimulus is then uploaded to the band. Once this has been done the up or down stimulus can be applied whenever the user feels appropriate. For instance, at any time the user wants to become more alert they start their upbeat tempo, raising their heart rate and giving them a gentle boost. When they decide to turn off the stimulus their heart rate gently returns to their resting rate. Unlike coffee, they avoid overstimulation and the following crash. This makes it ideal, for example, as a source of energy in the evening when the use of caffeine might cause them to lose sleep. Conversely, when the user wants to become more relaxed, they initiate the downbeat tempo. This brings down their heart rate and calms them but unlike meditation or going for a quiet walk does not require them to take time out of their day. This means that MYtempo allows the user to get on with other things that they want to do. As an example of this, it could be used upon arriving at work after a stressful commute, or during an important presentation, so that they can fully concentrate on what they need to do. We tested MYtempo’s effect and received positive physiological results in a small number of controlled experiments and also very positive qualitative results from a larger sample of real world testing. In addition a cardiologist from Imperial College has stated that MYtempo will not be harmful in the scenarios we are outlining.

Independent testing of MYtempo’s psychological and physiological impact is scheduled to start in April, at the Experimental Psychology Department of Royal Holloway, University of London. Following these tests, we will develop working prototypes with our target users to ensure we achieve the best possible user experience in using MYtempo.

! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ‣ Application based heart rate reading! ‣ Intuitive and natural interaction! ‣ Independent user testing

Market for MYtempo MYtempo

is a completely new take on Wearable Electronics. Presently, the wearable electronics market is dominated by devices in the realm of Quantified Self, such as the Nike Fuel Band, Fitbit and Jawbone, which aim to measure the activity of the user to give them information. A report from ABI estimates that 61% of the Wearable technologies market in 2013 can be attributed to these sport/activity trackers.5 The Wearables market is set to expand massively, however. IMS research indicates that the Wearable technology market already generates $2 billion a year in sales and will represent a minimum revenue opportunity of $6 billion a year by 2016 in the USA alone.6 Much of this will be driven by smartwatches, which will eat into the market for fitness trackers, as they too will have the capacity to monitor physical activity amongst their other features.7 MYtempo

will not compete in this crowded sector of the market, as it offers something unique to its users. It is a much softer approach to the sector and will expand it towards people who do not want to track themselves or wear a computer. By providing an active and controllable stimulus to the user rather than just measuring his/her state MYtempo takes the fastgrowing world of wearables in the direction of the large trend towards mindfulness. This has seen a huge growth in related industries such as yoga, which has achieved an 87% increase in spending on products in the last 5 years and

! ! up to $27 billion in the USA.8 Through this novel approach there is an exciting opportunity to exploit the potential of two massively expanding markets by creating a whole new crossover segment. The profile of potential consumers for MYtempo will be people who like to get the very most out of the day: ambitious achievers who need to squeeze in one or two more productive hours and to relax and refresh as quickly as possible. In particular, initial project exposure has shown that MYtempo is attractive to working parents and senior business people. They can see the benefit of it to keep upbeat and energised to play with their children after work and keep positive and effective throughout the evening. MYtempo was also seen to have potential for helping to induce a sense of calm during stressful commuting, another key aspect of our user’s day. Our target market demands high quality items that fit seamlessly into their lives, they want to go out in the evenings, to restaurants, theatres and bars, as well as being successful in their careers and fulfilling their responsibilities to their families. In short, they want it all. MYtempo can help them get it.! ‣ A new approach to wearable electronics! ‣ Entering market worth $6 billion by 2016 in USA! ‣ Combining mindfulness market worth $27 billion

https://www.abiresearch.com/press/wearable-computing-devices-like-apples-iwatch-will http://www.caseyresearch.com/cdd/health-care-goes-mobile-and-gets-personal ion 7 http://www.businessinsider.com/sizing-the-global-smartwatch-market-2013-9 8 http://www.statisticbrain.com/yoga-statistics/ 6

Addressing the Market In order to respond to the needs of its core market group within this new market intersection MYtempo will be marketed as a Lifestyle product for those wanting to achieve. As a new product helping to create a whole new market, we will initially adopt an early Word-of-Mouth strategy by offering high profile, working parents a chance to test the product and having it trialed by groups such as MUMSNET (who we have contacted). Personal networks and our association with Imperial College and the Royal College of Art mean that we are well-placed to establish such links which are already proving helpful, and we will leverage the exposure provided by the RCA Degree Show in June.   The first large scale public launch will be in the run up to, and progression of, a Kickstarter campaign, which we will use not only in order to get funding for production but also to stimulate awareness and prove demand for MYtempo. The Kickstarter campaign will be supported by a promotional website and film, as well as a high degree of media exposure. This will not only serve to drive the success of the campaign but also to push the awareness and demand for the later generations of MYtempo to reach beyond the early adopters of Kickstarter and towards to our key demographics. To ensure we have the best possible Kickstarter campaign we have discussed potential strategies with businesses who have launched very successful campaigns in the past. To raise additional interest we will publish various articles on a number of design and health-based blogs a month before the launch, aiming to drive as much traffic to our website as possible. We have already discussed our project with a number of writers and journalists experienced in technological innovations and health and lifestyle products.! ‣ Early WoM strategy! ‣ Kickstarter campaign! ‣ Tech, Health and Lifestyle web press

! !

‘We are a multidiscipline and multi-cultural team, passionate about making a product that will directly help people”

- Team Tempo

The Tempo Team !

Our Values

Our team is currently made up of four postgraduate students studying a unique double MA/MSc degree run jointly by the Royal College of Art and Imperial College London. The four members come from a variety of different backgrounds and the wide range of skills of the team encompass electronics, design, mechanical engineering, film production, material science and even quantum physics.

First and foremost, we are all passionate about making MYtempo a product that will directly help people in a safe and effective way.

We believe it is this variety of people that not only led to the development of such an innovative product as MYtempo but also ideally places us to take it forward and bring it to those who will most benefit from it. We will continue to be based in London after our graduation in June and this will enable us to maintain the contacts and working relationships we already have here. This not only includes colleagues from the course but also gives access to prototyping facilities available at the Royal College of Art and Imperial College. In September, we plan to move to Oxford where we have affordable workshop space but remain close to London to give us the greatest opportunity to expand our networks and meet with the various partners we will need to take MYtempo forwards.

We have very strongly shared ethics with regards to corporate social responsibility and have an unwavering commitment both to safety and the environment. The academic training of the design team provides grounding in sustainable production and end-of-life issues and we will ensure that we develop a high quality product that is ethically sourced and is contributing to an ethical lifestyle. Not only do we believe that this is our responsibility, but also that our customers will want to know that they can have trust in MYtempo’s values. For more information about the team, please see our individual Biographies at the end of this plan!

‣ Multi-discipline; engineering, physics, design! ‣ Workshop availability in London and Oxford! ‣ Passionate about making a difference

Deutsche Bank + MYtempo!

While a detailed plan of exactly how we will take MYtempo forward follows, it is important to emphasise exactly how the Deutsche Bank Award (DBA) will enable us to achieve our aims. Even though our team in very driven and talented in many disciplines we have no specific business or financial experience. We feel that the knowledge and mentoring aspect of this award will truly enable us to create a commercially viable route to market and robust business plan to make MYtempo a success. The financial perspective is also imperative to developing MYtempo. Up until we start to receive the DBA, the costs of developing MYtempo will be covered by the team. We will continue to supplement the DBA to cover costs as they arise. Individually we will support ourselves financially through other income, part-time jobs or savings. What we need the DBA for is to enable us to fund the project through the final stages of development in order to get it ready for market and manufacture. It will also allow us to give this exciting new idea the media push

! ! it needs to successfully attract further investment from a Kickstarter campaign. Although we have established some very interesting contacts from O2, Philips and SHARP Labs, we would like to request a DBA mentor that has some experience or knowledge of well-being or wearable based products, or has helped tech-based startups previously. The DBA is absolutely essential for us to take our project to the next stage of development and so onwards towards a full market launch of MYtempo. We do not intend to stop at MYtempo, we have already discussed plans to develop this technology into more areas. The DBA will not only help take MYtempo to market, but consequently also to change how the world relates to the technology that we engage with throughout our lives.

‣ Mentor with wearable or tech experience! ‣ £10.000 for “ready for market” manufacture! ‣ DBA funding a revolutionary type of wearable

Beyond Deutsche Bank!

Secure Further Funding! Find further funding to push development and marketing using proof of interest and sales from Kickstarter. Most likely from TSB Grants.!

Retail! Take MYtempo to retailers, particularly department stores and airports, again using proof of interest, sales and delivery. Secure orders as early as possible. Enable website to become an online shop.

Manufacture and Distribution! Develop manufacture and distribution channels in response to orders from retailers rather than just individuals.

Marketing! Scale up marketing and advertising. This will require a lot of external help and advice to drive sales as much as possible. !

Team! We will expand our company to bring in required skills for a larger scale operation. This will be in various areas most likely to help us with the business.

Strategy! Assess and refine strategy, make decisions on B2C and/or B2B sales of technology and IP. Lead through innovation and unique market position of wearables that give and have a symbiotic relationship with the user.

Long Term! Continue R&D into entrainment and interoception to become leaders in wearables focusing on the psychological and physical effects technology can have on our body.!

The MYtempo Team

! ! !

Nell Bennett worked for the Singaporean government, ASTAR, as a concept designer in the research technology department on medical and aeronautical products before graduating with a first class degree in Industrial Design Technology from Loughborough University. Her graduate work has won various awards and was exhibited at the New Designers Exhibition in 2012. Outside academia, her passion for social development has led her to design projects with communities in Madagascar and Borneo. Most recently, she received funding from Climate KIC to help a startup company in Nepal to develop a new generation of creatives by combing traditional skills with modern technology. As a Royal Commission scholar, she is now honing her skills in human and environment-centred design on the IDE Masters course. Andreas Bilicki graduated with a Masterâ&#x20AC;&#x2122;s degree in Materials Science and Engineering from Imperial College London in 2012, with a focus on nanomaterials and energy applications. Working with the Australian Museum, he helped develop a novel laser system to remove polymerbased varnishes from Australian Aboriginal bark paintings for conservation purposes. Seeing opportunities for the application of new materials and processes in products and experiences he joined the IDE course as a Sir Robert Malpas scholar to enrich his skill set to include more design-related competencies. These have further been enriched by experiences with hacking electronics and circuitry design, enabling him to work on wearable technologies and the intersection between humanity and technology. Jack Hooper is a filmmaker turned mechanical engineer. A strong sense of narrative combined with a first class degree in Mechanical Engineering at Leeds University brought him to the IDE programme, also as a Royal Commission for the Exhibition of 1851 scholar, to further his combination of the arts and sciences. A true generalist, he has worked for a robotics based startup in both a design and business capacity, produced maintenance equipment for a weaving company, written and created a Diana Award nominated film and recently received a distinction for a dissertation on ethics and nudge psychology. His design interests are focussed primarily on how people interact with their world both psychologically and physically. Dr. Fotini Markopoulou received her Ph.D. in theoretical physics from Imperial College London in 1997 and later was a founding member and faculty at the Perimeter Institute for Theoretical Physics in Canada, one of the premier institutes on the frontiers of theoretical physics. She has been a visiting professor at MIT and the Santa Fe Institute and Humboldt fellow at the Max Planck Institute for Gravitational Physics in Berlin. Her physics work is on gravity, cosmology, quantum information theory, complex systems and networks. Since 2012 Fotini has moved into the area of Innovation and Design. Her background brings deep imagination, rigour and a diverse network of academic and business contacts. A particular interest is the interface between systems design and personal experience.