The document discusses a music learning app called Singspiel. It aims to address common problems with learning music like lack of guidance, boring repetitive practice, inaccessible or expensive lessons. The app lets users pick a song, follow activities, get feedback on their playing, and track/share their progress. It uses interactive sheet music, audio detection algorithms, and personalized learning to guide users. The company has received funding and seen growth in downloads and revenue. It aims to expand features, platforms, and user base while remaining competitive in the music education market.

2.
The problem…
• Lack of proper guidance to practice music
• Repetitive practice can be boring
• Lessons are not accessible to everyone
• Music lessons are expensive
Problem

3. Pick a Song1
Activity2
Feedback3
Track & Share4
How it works

4. Pick a Song1
Activity2
Feedback3
Track & Share4
How it works

5. Pick a Song1
Activity2
Feedback3
Track & Share4
How it works

6. Pick a Song1
Activity2
Feedback3
Track & Share4
How it works

7.
Under the Hood
Music Display Engine
Interactive digital sheet music format that
listens and gives feedback
Wireless Audio Polyphonic Detector
Algorithms that listens to music notes being played, and
in real-time process audio to identify the correct note
Personalized Learning
Algorithms that record your mistakes over time
and guide you to the right training/exercises
Technology & IP

8. In-depth period of R&D
FEB 2013
SEP 2013
FEB 2014
MAY 2014
Accepted into MaRS Centre
DEC 2014
JUN 2015
Launched the iOS App
Secure first publisher partnership deal
20,000 app downloads ($350,000 revenue)
140,000 app downloads ($2.8M revenue)
Milestones

9. Features Subscription Content on Demand
Basic limited
_
$1.99-$4.99
Premium full
$7.99
monthly
$0.99-$3.99
Cost of
Revenue
_
30% to AppStore
+
35% Royalty to Publishers
Business Model

10. ! 15% active users of app
! 10% conversion to subscription
! 5% projected monthly churn rate
! $1.50 cost of user acquisition - 20% acquired virally and 80% paid
Financials

11. Music Education in North America
Music Education
Sheet Music Market
Sheet Music
$9
Billion
Spent on Children for Ages 11-16$3.8
Billion
$580
Million
Increase in Digital Sales25%
Percentage of 115 Million
Households in US With At Least One
Person Currently Playing an
Instrument
Market Size

12. 50M+
Potential Users
4M+ X =
Addressable Market
$10 480M+
Addressable
Users
Per Month Addressable
Market

13. Cost Analysis
The Effect of Singspiel
Time
Invested
Money
Invested
Qualitative aspects
Average spending
on lessons
6 x 52 = 312
Hours
$50 x 52
= $2400
Affordability
Increase in
efficiency
10% 10% Kids enjoy learning
Savings 31 Hours $240 Track your progress
Cost of Singspiel 0 $96 Clear indicator of
improvement for the
money spent
40% of what you
save!

14. Competitive Landscape
E-­‐assessment
Languages
LMS
Online
Educa4on
There is NO Rosetta Stone for Music Learners!
Music

15. Alex Norman
Growth Hacker
Prior Cash Exit
Wharton/McGill
Ivan Cheung
Founder
Eng, UWaterloo
Pouria Feweze
Algorithm Engineer
Phd, UWaterloo
Team
Arian Rahbari
Founder
Eng., UWaterloo
Professor
Ponamabalam
Engineering,
University of
Waterloo
Krista Jones
MaRS
Discovery
District
Kerri
Golden
MaRS
Discovery
District
Wojciech
Gryc
CEO @
Canopy Labs
Super-Hero Advisors

16. " Equity Investment = $30,000
" Non-dilutive Grants = $110,000
Funding Raised to date RAISING $500,000
o $300,000 of it confirmed
[Investment Accelerator Fund & Biz
Accelerator Program]
Funding
! 50% on Product Development
[Support more instruments, Android version]
! 50% on User Growth
[9,000 Active Users, $300,000 projected
revenue ]

18. A gamification tool for
kids, 3-6 age range
$7.99/month
Sheet music notation with
pitch detection
Focus on page turning
$2.99-$5.99 per sheet
Educational software that
works only with keyboard
$149 yearly subscriptionVideo game for guitar
$4.99/month
Content/Technology
Educational
Value
Competition

19. $200 monthly
(92%)
$8
(4%)
$9
(4%)
User takes lessons at the rate of $50/hour and subscribes to SingspielA Use Case
Private Lesson Cost
Sheet music
[displacement of
what they already
pay]
Singspiel
Subscription
[Incremental
cost to enhance
learning]
Cost Analysis

20. Publishers
• New rev and better
brand experience
• Little advanced from
paper, limited
interactivity
• New technology
powering their direct to
consumer initiatives
Self-Study
• Mostly online today
• YouTube instruction –
GuitarJamz, etc.
• Music archives – Petrucci,
ChoralWiki, OLGA-
descendants
• Little respect for
copyright
Private Instruction
• Geographically
bounded
• Limited branding
• Distribute texts / sheet
music but often
copyright violations
• Online marketplace
(TakeLessons)
Public Instruction
• Tablets in classrooms,
whether content exists or
not
• In US, Common Core
driving massive
investment in digital
solutions
Market Dynamics