ADHD+ Revenue Model (Technology Entrepreneurship, Stanford University)
Squag Inc.
1.
2. Who We Are
Sara Winter (founder) has worked with kids on the BNOTIONS (technology partner) ) is a socially
autism spectrum at home and at school for over a conscious Toronto-based development and internet
decade. She writes for The Huffington Post, Autism strategy firm. They are also the team behind the
Speaks, and Friendship Circle International. Her work Yorkville Media Centre. A selected list of clients
has been published in The Autism File Global, and includes: BMW, TEDx,TELUS
Autism Asperger’s Digest. She is a client of MaRS Mobility, YouPhonics, Sears, Mercedes, Proctor &
Discovery District and is part of the team bringing Gamble, Microsoft, Labatt, TIFF, Rogers, Fujifilm and
Specialisterne, a technology company that employs talent The David Suzuki Foundation.
from the ASD community, to Canada.
3. Why Are We Here?
To Build To Reach
a safe, beautiful
as many families as
platform for kids on
we can so that their
the autism
social/emotional
spectrum that
experiences are
allows them to
recorded and
make meaningful
understood
connections
To To Collect
Generate invaluable data that
will help
sufficient profit that researchers identify
will attract top powerful solutions
talent and great for improving the
returns for our lives of autistic
shareholders children
4. The Disconnect
Millions of kids are affected by neurodevelopmental
disorders and mental health issues. Groundbreaking
work is being done by the research community yet
families living with these conditions are not yet seeing
the direct impact on their daily lives.
5. The Autism Challenge
Social communication is the defining factor of an
Autism Spectrum Disorder, yet most environments are
not conducive to how these kids communicate. The
understanding of their social/emotional experience is
key to developing treatment solutions to improve quality
of life, sustain meaningful employment, and maintain
healthy relationships.
6. What’s the answer?
Transparency. Understanding. Data.
Technology that empowers both families
and professionals by bridging the gap
between deep scientific understanding and
deep experiential understanding. Through
enriched knowledge translation, patients can
be heard and researchers can respond.
8. User Market
1 in every 50 children
age 6-17 have an ASD
(Autism Spectrum
Disorder). Incidence is
increasing 10-17%
every year.
Parents spend $70K on
average each year in
costs related to their
child’s autism.
15-20% of children in Canada
will have a diagnosable mental
health issue before they reach
the age of 18.
* Centre For Disease Control & Prevention, Health Canada, and Harvard University.
9. Research Market
Total Spend On Autism Research In The United States
$408,000,000
$237,000,000
$144,000,000
2008 2009 2010
*All statistics from the Interagency Autism Coordinating Committee (IACC), a subsidiary of the U.S. Department of Health and Human Services
10. Value Proposition
Researchers gain Our platform is Kids are
patient engagement beautiful, scalable calm, engaged, and
in larger numbers and customizable; safe to be
and enrich the perfect themselves. Their
knowledge environment for both social/emotional
translation to better the input and the experiences are
inform treatment output of valuable captured and
solutions. research data. highlighted for them
and their parents.
11. How Do We Do It?
Work with our
research partners Rally community
to determine through
their data needs marketing and PR
Engage medical
professionals and offer Release into app
Squag as part of the stores and preloaded
intake process. kids tablets
Integrate with other
health platforms in resale
partnerships.
12. Business Model
A dual revenue model based on subscriptions from users
and tools and data for the research community.
Parent/Child Premium Research
Sponsorship
SquagpadTM version organizations
$200K per year
Donate a premium
Cost Free $10/month long service
SquagpadTM
agreement
Basic version – a Basic version + Input and output of Subscription fee
curated experience peer-to-peer feature research data can be donated by
Features
for kids and their set an individual or
parents corporation
Three distribution Three distribution Service Affiliate program
channels: direct, channels: Direct, agreement through the
Acquisition indirect and app Indirect and App Affiliate program Exclamation
stores. Stores. Foundation
13. Competitive Landscape
Translate
Social important data
Communication
Connectio Curated space to improve the Price
Tool
n lives of kids with
ASD
SquagTM
$9.99
X X X X
monthly
Autismate
A therapy tool and $149 to
augmentative X X
communication device download
that you can customize
Social Express
A therapy tool that uses
video modeling to help $19.99
X X
kids assess social
situations. Clubhouse
monthly
forum for members.
Current Research
Tools
surveys and clinical X
trials.
16. Opportunity
We are seeking $500,000 to fund both capital
expenditures and working capital to:
• Staff CEO position and other key
management roles
• Build our analytics platform
• Launch our marketing campaign
• Release tablet version
• Release premium feature set
17. Testimonial
“ When we came home I told my son if he finished his homework he could try
SquagTM. We have had huge problems the computer took it away for a long time.
He and my husband set SquagTM up with his photos, his likes and his interests.
He loved writing in the journal and wrote with great confidence, building messages
about himself and told his feelings about about being bullied.
I started to cry, it was the first time he was happy about himself in a real
way, not just distracted by the computer to forget the sadness.
Thank-you for giving my son this gift. He and others like him need to find safety
to talk about how they feel with like-minded kids and connect using social media
without being bullied on it.”
Sincerely,
Deanna Pidwerbeski, Singapore
20. Community Partners
The Ontario Brain Institute is a government-funded, not-for-profit initiative whose scope spans the
entire continuum of brain science and treatment. As a virtual research centre, their projects are focused
on data that can be shared with the world, commercialization of new treatments and improved patient
care. Squag Inc. is working with their POND team to enrich knowledge translation and
increase patient engagement.
MaRS helps create successful global businesses from Canada’s science, technology and social innovation.
They provide resources to ensure that critical innovation happens. Their strategic goals are to build great
companies, develop a vibrant innovation hub, and strengthen Canada’s global innovation brand. Squag
Inc is a client of the MaRS Social Finance division and a certified B Corporation.
The Art Of Autism is a social-entrepreneurship project that connects international artists of all ages on
the autism spectrum with opportunities and venues to showcase their varied talents. Squag Inc.
employs their artists as contributors to our blog and purchases their work to showcase in
our Squagpads to encourage and mentor our young users’ emerging talents.
Specialisterne Canada (The Specialists) is a Danish company that uses the characteristics of people
with ASD as a competitive advantages in the business market. They provide software testing, quality
control and data conversion, and train people with ASD to meet the requirements of the business sector.
Our founder, Sara Winter is involved in the team bringing Specialisterne to Canada, and
using Squag Inc. as a precursor to identifying strengths and talents that will lead to
meaningful employment.
21. Advisory Board
• Daniel Sawaya co-founded Trajectory Brands and Strajectory Consulting Inc. He is the
former President of Cinram Canada, and spent five years in senior roles at Canada Post.
Before Canada Post, Daniel honed his management know-how with the Mega Brands toy
company and for 17 years with senior roles at PepsiCo Inc. in Canada, the USA, Middle
East and Europe, as well as The Procter & Gamble Company. He completed a degree from
the Harvard Business School’s advanced management program, holds a graduate degree
from the University of Ottawa and has attended Europe’s INSEAD business school.
• Marc Lavine is founder and CEO of Exclamation Investments, was co-founder and
chairman of The Chrysalis Capital Group and co-founder/director of Cyberplex. He co-
founded and is still Chairman of PUBLIC Inc. whose purpose is to create
fundraising, advocacy and volunteer engagement campaigns for worthwhile causes.
• Sheri Levy is a director at Bell Canada and was previously a director for Gartner
Consulting’s Technology Industry Practice. Prior to Gartner, Sheri worked at Reuters
Media as a Director of Business and Channel Development where she was responsible for
managing strategic partnerships with leading financial online portals including WSJ.com
and Yahoo Finance with a focus on negotiating partnerships, creating channel
strategy, and new product development.
22. Subscription Assumptions
TOTAL REVENUE SUBSCRIPTIONS
$12,000,000.00 140,000
$10,000,000.00 120,000
100,000
$8,000,000.00
80,000
$6,000,000.00
60,000
$4,000,000.00 40,000
$2,000,000.00 20,000
$- -
Year 1 Year 2 Year 3 Year 4 Year 5 Year 1 Year 2 Year 3 Year 4 Year 5
DIRECT INDIRECT APP STORE
AND TABLETS
23. Distribution Channels
Direct - Subscription
Autism Speaks, Autism Ontario, Geneva Centre, Ability Online
Total Members 300,000
Year 1 Year 2 Year 3 Year 4 Year 5
Conversion Rate 1% 3% 4% 5% 6%
Premium (peer-to-peer) members 3,000 9,000 12,000 15,000 18,000
Revenue Share 90% 90% 90% 90% 90%
Total Revenue $323,676.00 $971,028.00 $1,294,704.00 $1,618,380.00 $1,942,056.00
Indirect - Licensing/Resale
My Autism Team, ApplePeak, CareZone, U.S. Military, Home School Buyers Coop
Total Members 35,000 150,000 200,000 250,000 300,000
Year 1 Year 2 Year 3 Year 4 Year 5
Conversion Rate 20% 20% 20% 20% 20%
Premium (peer-to-peer) members 7,000 30,000 40,000 50,000 60,000
Revenue Share (Squag share 7- 70% 70% 70% 70% 70%
Total Revenue $587,412.00 $2,517,480.00 $3,356,640.00 $4,195,800.00 $5,034,960.00
App Store and Tablets - Subscription with Revenue Share
SnappCloud
North American Market Size 15,000,000 Kids in North America
Year 1 Year 2 Year 3 Year 4 Year 5
Conversion Rate 0.1% 0.3% 0.3% 0.3% 0.4%
Premium (peer-to-peer) members 15,000 37,500 45,000 48,750 52,500
Total Revenue $1,258,740.00 $3,146,850.00 $3,776,220.00 $4,090,905.00 $4,405,590.00
Average cost to acquire a customer - $30
