The document describes WakeSmart, a smartphone application and Bluetooth wristband that uses sleep cycle monitoring to wake the user at the optimal time within a 20 minute window. It was developed with Harvard sleep researcher Dr. Robert Stickgold and aims to leave users feeling refreshed by waking them at the optimal point in their sleep cycle. It also includes a nap feature. The startup has filed a provisional patent and plans an initial virtual launch and marketing through mobile app stores, followed by expansion to institutional customers like hotels.

1. Arun Gupta Greg Nemeth Making you a morning person

7. The user inputs their desired wakeup time into the WakeSmart TM cell phone application. (Ex. 9:00 AM) The wristband gathers data overnight and finds the optimal point to wake the user within the 20 minute window. (8:40 to 9AM) The wristband pings the cell phone via Bluetooth to sound the alarm at the optimal time. (Ex. 8:55 AM) The alarm sounds and user wakes feeling optimally refreshed and energized and ready to start their day. USER EXPERIENCE (Wristband Version)

10. Competition WakeSmart TM SleepTracker Axbo Axon Labs (now ZEO) Happy WakeUp ArousalClock Product Description Cell phone application with a Bluetooth wristband to measure motion Large digital watch with built-in accelerometer to measure motion Stand-alone alarm clock with wireless wristband to measure motion EEG sensor worn on the head to measure brainwaves Cell phone application that utilizes microphone to analyze breathing patterns Price $49.99 $179.00 $300.00 $1,000 + $79.99 Accuracy ~90% ~60% ~70% 100% Does Not Work Wakeup Window 20 minutes Adjustable (30 minutes recommended) 30 minutes N/A 30 – 40 minutes Integration with cell phone X X Unobtrusive to sleep X X Nap Function X X Widespread availability X Aggregation of user data X X Online community to improve sleep X Additional Info See Competitive Advantage Bulky and uncomfortable Has design flaws that make it virtually unusable Works well, but very high price and only available in Europe Have refocused product as a medical device Cell phone must be placed on the user’s pillow and remain there for the duration of the sleep

12. College Students 80% use phone as alarm 75% have downloaded with cell phone Initial Market Total Market Sleep Industry $24 billion Mobile Application Market $1.2 billion

13. Young Professionals Target Market Medical Residents Travelers Pilots

15. Sales Projections Assumptions 1–Year iPhone sales = .01% of average total monthly sales on iPhone App Store Wristband Units = .1% of estimated and distilled target market (college students) Assumptions 3–Year Year 2 Wristband Units = .001% of 2012 Smartphone Market Year 3 Wristband Units = .005% of 2012Smartphone Market 2012 Smartphone Market = Projected worldwide cell phone subscribers * Projected % of Smartphones * Current average application sales per iPhone user For simplicity we are assuming a constant price and sales distributed evenly over each year.

16. iPhone Application Beta Prototypes Revenue Mobile Apps Testing Tooling Production Version Manufacturing 500 units Ecommerce Website Online Analytics Platform Wristband Design $100,000 $10,000 iPhone Application w/ Accessory Revenue Full Patent Application

17. Pilot Program User Data $500,000 Re-iteration Manufacturing 10,000 units Revenue Holiday Launch (virtual) Viral Marketing Hire for Sales, Marketing, Management