1. 0
BrainSelecta
http://trogwar.ru
Tatiana Smirnova, MIT/Skoltech Special Student
tsmirnov@mit.edu
Roman Cybin
hrofft@gmail.com
MIT Neurotech Ventures ~ Executive Presentation ~ Fall 2013

2. 1
Business Concept
• WHAT: decision-making assistance system/analysis of
inclination
• PROBLEM: ambivalence in decision-making
• Decidophobia (70s), astrology, palm readings, looking up
at stars, crystals, numerology, fortune-tellers, magic 8ball
• Technology: simulating the situation in which selective
attention is used, techniques to pick your selection from
your subconscious
• Cognitive science-based (vs fortune-tellers), quick (vs
psychoterapy)
MIT Neurotech Ventures ~ Executive Presentation ~ Fall 2013

3. 2
Sales & Marketing
• Users – almost everyone experienced difficulties in
decision-making
• Companies that try to evaluate their prevalence
• Many working hours are spend to market analysis, it
can be done easier and quicker
• For users – assistance, revealing “what your intuition
wants” (special questions), showing alternative options,
“Are you really concerned about it?”
• Companies – after you new advertisement, how many
people think about you? Do they prefer you among
others?
• Collaboration with psychotherapists, decision-making
techniques providers, market analysis for companies
with many competitors (e.g. Nike, Puma, Adidas etc)
MIT Neurotech Ventures ~ Executive Presentation ~ Fall 2013

4. 3
Competitive Advantage
• Letsimondecide.com, hutch.com – analysis of your
decision strategy
• Market analysis, adcertisement
• In market – guide you through analysis pathway
• 1. Cognitive science based (people tend to believe)
• 2. Question “if a person really concerned with this topic?”
• (e.g. marriage/pregnancy)
• There is a huge gap between cognitive science and its
applications
MIT Neurotech Ventures ~ Executive Presentation ~ Fall 2013

5. 4
Business Model
In development.
What is done:
-beta-version of website
-feedback from testers
Future:
-other techniques
-application to market research
Idea is quickly developing from starting point (problem
> analysis of options > suggestions > “Are you sure
you care?” > market analysis)
MIT Neurotech Ventures ~ Executive Presentation ~ Fall 2013

6. 5
Team
• Tatiana Smirnova – Background research, data
acquisition, general design – MIT/Skoltech Special
Master Student, BSc in Cognitive Science
• Roman Cybin – Implementation, website creation.
• MSc in Computer Science, Bonch-Bruevich Technical
Institute, Saint-Petersburg
• Advisors are looking for
• We need people for: idea development
(brainstorming and concept development), market
value development
MIT Neurotech Ventures ~ Executive Presentation ~ Fall 2013

7. Challenge
• Proper situation simulation
• Balance between personalized/real
selective attention
• Market? > idea is currently developed
so that to become both user-oriented
and market-meaningful
• Further application? > brainstromers
needed (:

8. 6
Thank you!
• Any feedback is strongly appreciated, idea is a
complete newborn (:
MIT Neurotech Ventures ~ Executive Presentation ~ Fall 2013