1. Overview
Prepared by Jamie Wilson
April 2012

2. What we do:
Help older people remain independent in their homes
Why now?
90% of older people wish to stay in their own homes
Govt cutbacks have left a funding gap that will only be bridged by families
and the private sector
Ageing population with crisis in current provision
How?
Build the leading support platform for ageing in place

3. WHAT DOES HOMEPULSE OFFER?
Orientation
Prompts,
reminders and
appointments
Third party
services
customized
by
family
Keeping in
touch with
family and
carers Interacting
with
likeminded
older people

4. Families can keep an
eye out and lend a
hand from a distance
Services
VoIP/Msg
Plug & Play, Dashboard
touch activated
app
Calendar

5. HOW IS HOMEPULSE UNIQUE?
• Evolves intelligently to address emerging
needs
• Targeted to intervene early in the ageing
cycle
• Upgradable to offerings that are life event
and medical condition driven; families can
remotely configure the older person app
with tailored service bundles

8. USE CASES
Richard & Sue Pauline Margaret Anil
87, lives alone, on 85, lives in 76, lives in
Bio In late 60s, boomers Facebook, still drives retirement village, Mumbai, wife has
with active lives and memory failing
and lives 3 hours recently died, has
good health and socially
from family diabetes
isolated
Children live across
Family UK; talk about Digitally literate/ Live 2-3 hours away,
Non-resident Indians,
Mum and Dad AB income bracket son works as banker in
want feedback from
getting older London, guilt at leaving
carers
parents alone
1. Healthy ageing 1. Food planning 1. Medication prompts 1. Medication prompts
Needs 2. Keeping mentally 2. Family Photos 2. Food Delivery 2. Dietary guidance
active 3. Communication 3. Domestic support 3. Daily checks from
3. Seeing grandchildren tools carer

9. WHAT COST SAVINGS COULD ACCRUE IF
HOMEPULSE RETAILED AT £1000/YR?
Timeframe delay/payback
Comparable Item Average annual cost period
Stair lifts £3,000 4 months
Private Domiciliary
care
£5600 2 months
Private Residential
Care (low end)
£23,208 2-3 weeks
Private Nursing
Homes (low end)
£31,600 2 weeks
Source: Laing & Buisson 2010, Stannah annual report

10. WHAT SERVICE ARE WE
GOING TO BUILD?
Premium
Offering
Core
Paid
• Calendar sync between Services
carers customization Medical condition
specific
• Contacts and Messaging Multicarer
access Core service bundles
• Dashboard with VoiP
orientation data feed eg Reminders, Calendar Edutainment/
weather, date and time Prompts & Messaging Content
Safety alerts delivery
Carer Contacts
Analytics Orientation “Life event”
Dashboard service bundles
Carer web app Older personTablet app

11. HOW WILL WE ACHIEVE THIS?
Achieved Q1 2012
Demo product developed
User Testing with 30 older people & families at Imperial College Memory Clinic
Team, IPR and core architecture in place
Planned for 2012
Buy/build components of service platform
In-licensing “Home health” ruggedised tablet - under mutual NDA with US group
Raise £50-75k equity financing (EIS/SEIS eligible) to fund Pilot
Further £450k to get to market and fund 12 month runway
Pilot testing with prototype in selected user group of “age related memory decline”
Subscription based revenue model

12. TEAM
Management
Founder & CEO - Dr Jamie Wilson - Jamie is a physician and older persons psychiatrist with 10 years
experience working in UK NHS. He has product managed healthcare digital products and had senior roles across
the healthcare value including the BMJ Group, Novartis and a neurotech start up based in Silicon Valley. Jamie has a
medical degree from Leeds University Medical School and an MBA from London Business School and UC Berkeley.
CTO Daniel Mueller - Daniel has extensive experience in leading rapid growth media and technology
businesses within major corporates and startups. His background covers strategic, operational and technology
roles. His specific experience includes: Managing Director of FPM, a software and consulting business focussing on
multi-platform broadcast (TV, IPTV, mobile, tablet). At Emap he led the turnaround and was joint-managing director
of their television business. Before that he was at Matrox as business unit manager of a division which developed
high technology products for the image processing sector. Daniel holds a Masters of Business Administration from
London Business School and a Bachelors of Engineering (Electrical) from McGill University.
Advisory Board
Jurek Sikorski - Jurek is Executive in Residence at the London Business School, senior non-Executive Director
of AIM listed Intercede Group Plc and Director of Tatra Care Limited, a domiciliary care business targeting Polish
communities. Jurek has over 30 years’ experience in the pharmaceutical, medical devices, in vitro diagnostics and
biotechnology industries. This includes roles as the Chief Executive of SRS Technology Group Plc, Cantab
Pharmaceuticals Plc and Proteus International Plc. Jurek has led IPO and secondary fund raising and negotiated
M&A, distribution, license and developments agreements with large corporates including Tunstall, the UK largest
Telecare provider.
Dr Craig Ritchie Dr. Ritchie is R&D Director at West London Mental Health Trust and Honorary Consultant
Psychiatrist at the West London Cognitive Disorders Treatment and Research Unit. He is a Clinical Research Fellow
(Senior), Old Age Psychiatry at Imperial College, London. His interest in conducting and assimilating evidence from
clinical trials is based on his clinical background, having worked with elderly patients with dementia for most of his
career.

13. THANK YOU
Jamie Wilson
M: 07943 838934
email: jamie@homepulsesystems.com

14. APPENDICES

15. KEY LEARNS FROM USER TESTING
We put the demo tablet application in front of 30 older
people and their families in a specialist memory clinic
Key Questions
West London Cognitive
•How do cognitively impaired older people respond to Disorders Treatment and
UI? Research Unit
•What is the response of family members?
•Which families are the most enthusiastic?
Positives
•Mild cognitively impaired older people engage with
user interface
•Very positive “pull” response from older people,
families and healthcare professionals (eg Dementia
Nurses)
•“Digitally naive” users respond to interface and use
multitouch functionality
•Seeking out depth in applications/content
Negatives
•“Mum doesn’t do IT”
•Dementia - learning new skills = poor outcomes and
some confusion
•Enthusiasm strongly related to digital literacy of
children/family

16. UK MARKET SIZE AND GROWTH:
RAPID TABLET ADOPTION AND AGEING DEMOGRAPHICS
Tablet adoption in over 65s 90-94 95-99 100 and over
Tablet adoption income > $75000
100% 64% increase
90% 800
80%
70% 600
60%
50% 400
40%
30%
20% 200
10%
0% 0
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
2010 2011 2012 2013 2014
Source: Pew Internet Research 2012, ONS figures

17. WHY NOW?
Supply side drivers Demand side drivers
• Tablets opening up new digital •Secular growth in ageing
segments eg children, disabled, population(2-3% pa)
elderly •90% wish to stay in own home
• 350% growth in tablet ownership •High willingness to pay in high
in US over 65s from Nov 2010- income families
Jan 2012
• Consumerism of elderly services
•80% of UK wealth held by over 50s
eg personal budgets driven by •Denuclearised families causes guilt,
govt Policy anxiety, conflict and impaired
• Burning platform of current communication
elderly care provision eg care •Diaspora/expat families offer
home scandals, social care opportunity
budgets being cut

18. TARGET MARKET
End User Customer
•75yr+
•“Digitally naïve”, but adaptable older •AB income bracket
people •Typically professionals in 30-50s
•Experienced a destabilising trigger or •Early adopters of digital products
life event that leads to evaluation •Negative externalities borne by
of long term needs carer
•Socially isolated/lonely •Lives several hours travel or in
•Independent in most functional another country from parents
domains •Feels concerned, guilty, and
•Ineligible for social services care anxious and seeks reassurance/
package improved communication
•Evidence of declining sensory
faculties, eg forgets medication

19. Competitor Analysis
Market
Name Stage USP Strengths Weaknesses
segment
remotely
telecoms veteran;
configurable
“families of1 relationships with
pre-launch/ tablet for older No healthcare
million older MNOs; product
stealth late majority expertise;
people” expertise; supply
and their
chain understanding
families
Strong multimedia No healthcare
“Social media
isolated older focus, novelty value of expertise; viability of
angel enabled photo
people product; experienced subscription revenue
frame”
NED model
“Market leader Non UK company
ergonomically
£80m annual in telecoms with limited
challenged tech International reach
revs products for understanding of
friendly seniors
seniors” healthcare
“Intelligent
Founders are
pre-launch/ Android layer cold start problem;
developers and have
stealth for digitally Digital laggards getting laggards to
strong technical/telco
uncomfortable adopt technology
domain expertise
”
end to end Market leader with Legacy analogue
£100m annual Local
system; safety iron grip on Local system with poor
revs authorities
focused brand authorities/PCTs usability

20. Market
COMPETITOR MAPPING
Penetration
Industry leader Who will
capture the
B2C market
space?
Start Up
Direct to consumer Retail Outlets MNOs Local Authorities/PCTs
Channel