All about Habit.

2. The Big Picture
“The average person is likely to generate 1M gigabytes of health data in their
lifetime.” - IBM Research
Habit gathers, analyses and acts on mental and physical health data.
For consumers, Habit helps users act on their own health data with artificial
intelligence.
For enterprise, Habit helps healthcare professionals act on their clients’ health
data with accurate reporting.

3. The Mental and Physical Healthcare Market
Total US National Healthcare Expenditure is $4 trillion. (source)
Mental health spending will be around 240 billion US dollars in 2020. (source)
Physical therapy market will be around 40 billion US dollars in 2020. (source)
The digital health market is expected to reach 233.3 billion U.S. dollars by 2020
driven particularly by the mobile health market. (source)

4. What Is Habit?
Habit is a:
button that allows a patient to track anxiety, depression and physical pain.
smartphone app that provides sound health advice based on input.
cloud-based platform that can extend to desktop and across all devices.

6. The Problem
Tracking emotions and mental health is cumbersome and unreliable on a
smartphone.
Data entry with a smartphone declines over time due to too many steps.
Once data entered, it’s up to the user to act on data with little to no help.
Overall, data entry is not healing patients and the system is broken.

8. The Solution
Habit is a button with capacitive touchscreen, pressure sensor and Lithium-ion
battery with a 3 month life.
Habit allows the patient to input data about when and how severe he or she is
experiencing mental or physical pain.
Track the pain over time and Habit’s app will provide medical feedback to help.
This data can also be shared with a health professional to build more effective
treatment plans.

10. How It Works
1. User pairs Habit device to app.
2. User signs in with facebook for demographic data.
3. User selects a “program” such as “anxiety/stress reduction”.
4. Anxiety and stress levels are monitored by user.
5. Mobile app gives feedback on reducing stress and learns from input.
6. User sees tangible decrease in stress levels.

11. Use Cases
Anxiety and depression:
Track whenever you feel stressed or anxious. Allow the app to suggest stress
reducing exercises and ask you questions to better understand the causes.
Bad habit breaking:
Track each time you have a cigarette. The app will provide meaningful tips on
reducing your smoking habit based on Habit input.
Physical pain:
Track the frequency and severity of back pain. Share this data with a physician to
better understand causes as well as get empirical evidence about treatment.

13. Habit Mobile Strategy
Mobile app for displaying, analyzing and acting on health data.
App takes user input and displays helpful tips such as reducing stress and anxiety.
Over time, app learns from input and provides more useful help.
Habit partners with therapists and healthcare professionals to fine tune and
improve the app’s responses.
Long term potential for “artificial intelligence” and being a “mobile healthcare
provider”.
Habit apps also available for Apple Watch, Moto 360 and Pebble to provide the
above.

14. Habit SaaS (Software as a Service) Model
Habit will be able to upsell customers in the mobile app, but also with an
enterprise software solution.
From a high level:
Mobile users pay to get more items to track, data to integrate and new ways to
display data.
Enterprise users are hospitals, treatment centres, and health industry
professionals, who pay to manage the data of hundreds of Habit users.

16. Design Considerations
Private
● Small and discreet to comfortably fit in pocket or on keychain.
● User can use Habit without anyone knowing for sensitive data tracking.
Feedback
● Haptic feedback means you know when the button is pressed.
● Raised bumps tell your fingers when you’re over the button.
● Capacitive touch means no accidental presses.
● Pressure sensors activate after minimum force.

17. Target market
Consumer:
Young and tech savvy (ages 20-40).
Familiar with Fitbit and wearables.
Can see the value in the “Quantified Self”.
Enterprise:
Healthcare professionals.
University researchers.

19. Marketing and Sales Plan
December 2015: Kickstarter
● Relatively low ask at $20K (mostly for marketing purposes).
● Creates awareness on tech blogs and generates initial sales.
● First version of Habit targets anxiety and mental health.
March 2015: First Units Delivered + V1 Mobile App
● The first consumer units are in the field and we’re collecting data.
● Early enterprise beta units are seeded and testimonial data is being collected.
● Habit opens up ability to track pain and bad habits.
September 2016: First Enterprise Sales + V2 Consumer Mobile App
● Habit device available for sale online with enterprise sales reps in the field.

20. Competition
Misfit Wearables Link
It’s an activity tracker primarily. We improve as we focus on simple data.
Pavlock
Focuses on the negative with shock treatment. Archaic in nature.
Joyable
Desktop and mobile app that tracks social anxiety and provides human mentors.
ShapeUp
Purely a web based platform focused on the enterprise. No consumer version.

21. Team
Kyle McInnes
CEO/Marketing
Michael Grant
CTO/Electrical
Jennifer Baba
Mechanical Eng.
Chris Ziraldo
Software