2016 dev+test caeden_infostretch
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2016 Mobile Dev + Test April 20, 2016
Caeden is an innovative lifestyle brand that uses technology and design to inspire dynamic and engaged living.
Our Investors
Our Mission
David WatkinsCo-Founder, Chief Creative Officer
Skip OrvisChief Operating Officer
Soyoung ParkChief Marketing Officer
• Product Development DirectorEtón Corporation
• Sr. Manager Engineering Program Management - Jawbone
• Director, Engineering ManagementiPod/iPhone Accessories, Apple
• Audio Hardware Design Engineer, Apple• Catapult Electrician, US Navy• M.B.A.
M.S. Systems EngineeringB.S. Electrical EngineeringSan Jose State University
• Director of Global Marketing Donna Karan New York & DKNY
• Global Marketing Manager DKNY
• Product Development SpecialistKiss Products, Inc.
• BA in International Affairs The George Washington University
Nora LevinsonCo-Founder, President & CEO
• Co-Founder, ADOPTED, Inc.• Director of Product Marketing, Headphones
Harman International• Product Manager, Mobility
Skullcandy• Engineering Program Manager
Jawbone/Aliph• Product Development Manager
Incase Designs• M.S. Mechanical Engineering
B.S. Product Design Stanford University
• Co-Founder, President & CEO ADOPTED, Inc.
• Director, Global Mobility, Skullcandy• Director, China Operations
Jawbone/Aliph• Senior Director, Product
Incase Designs• Senior Product Manager
VF/JanSport• Vice President, Sales
Sports Alliance• Manager, Marketing, Monoptics
Caeden Team
Executive Team
Full-time Employees: 10 people. Hardware & Software Design & Engineering, Product Development, Finance, and Operations.
Q2 Ship Sona Connected Bracelet Pre-Orders
Q3 Launch Sona in boutiques
Q4 National retail launch (Linea headphones + Sona connected bracelet)
Q2 Launched Linea headphone collectionat retail
Q4 Launched Linea No10 on-ear Bluetooth headphone
Reached 600% YOY growth for direct sales (Q4 -> Q4)
Launched Sona Connected Bracelet Pre-Order
Progress Snapshot
Q2 Caeden Founded
Q3 Seed Round of $1.6M, led by Innovation Works/Idea Bulb VC
Q4 Launched Linea headphone collection (wired on-ear + in-ear headphones)
2014 2015 2016
Key Milestones
JourneyDesign
Wellness
Drive
Brand & Marketing
Our Brand DNA
MSRP $149.99
Linea Nº2In Ear Headphones
Linea Nº10Wireless On Ear Headphones
Linea Nº1On Ear Headphones
Launched 2014 Launched 2014 Launched 2015MSRP $79.99 MSRP $199.99
Linea Product Lineup
Sona Connected Bracelet for Mind and Body
ProductConnected Bracelet
for Mind + Body Health
Market Stylish, Driven,
(Stressed) Professionals
• MSRP $199, Pre-Order $149
• 22% MoM direct sales growth trend
• Pre-Orders to ship June 2016
Sona Connected BraceletThe Product
Mind + Body Health
The Market
Wellness Relevant Market TrendsHealth & Fitness Tracking Hardware
• 177% growth YoY.• Total market projected to grow from
79.6 to 237 million units (2015–20)
Mobile Health Apps• Usage grew 52% from 2014 to 2015.• Total market projected to grow from
$10B to $31B (2015–20)
Yoga• $27B total market (products & services),
an 87% increase since 2010.• 29% increase in participation 2008–12;
21M participants in USA (2014)
Meditation• 18M meditation participants in the USA
(8% of the population).• Overall adoption trends ~5 years behind yoga.• Underserved market with huge potential opportunity.
StressThe Problem
Source: The American Psychological Association's "Stress in America: 2015 Report."
According to the APA, the percentage of Americans who have:
• Had increased stress in the last 5 years: 44%
• Over-eaten due to stress in the past month: 40%
• Had trouble sleeping due to stress in the past month: 40%
and…
• Percentage of children whose say their parents’ stress has negatively impacted them: 86%
Active TimeResonance Heart Rate Variability (HRV)
• Uses your heart rate measurements to calculate Active Time.
• Active Time captures all activity, not just steps. Great for yoga, spin, weightlifting, and more.
• Also measures heart rate, calories, steps, and distance.
• HRV requires 10x the accuracy of BPM.• One daily number for overall health and stress
across your cardiovascular and nervous systems.
• Resonance breathing meditation syncs your heart rate with your breathing, building resilience to stress in your nervous system.
• Measured via accurate streaming HRV data.
The Benefits
Competitive Landscape
Smartwatches — gaining in style, but lack feature innovation
Stylish wearables — limited functionality and high price
Wellness — wide open, while Fitness is very crowded
HRV Wearables — none with broad consumer appeal
Wearable Technology
l–r: Apple Watch,$350+; Fossil Q, $295; Motorola 360, $299
Brand collaborations with known designers add little to functionality and a lot to price. For example: Intel x Opening Ceremony MICA ($500), Tory Burch x Fitbit ($300)
Misfit Ray is decently priced at $100, but still no HR functionality.
Fitbit Alta has the same features as their $50 product and no HR, but at $130.
Ringly is $200 for a vibrating notification ring with no tracking.
Apple Watch, Fossil Q, and Moto 360 are all working to improve design aesthetics, although sizes are still bulky and fashion community response has been lukewarm.
Watches will continue to gain market share. However there is a significant market segment that is still not interested in wearing a screen on their wrist.
Due to the broad functionality, it is difficult for watches to debut new features outside of data display UI/UX improvements. Many still don’t include basic heart rate tracking.
Key wellness entrants are still small, and don’t have the same tech platform as us: Spire (breathing pressure sensor) and Bellabeat Leaf (women’s health focused step-counter with breathing exercises).
Heavy competition in the athletic market space, focused on weight loss and exercise.
Extremely limited competition addressing overall wellness (mind + body health)
Caeden will be the industry leader in commercializing HRV technology in an accessible way.
There are a few niche players with HRV solutions (HeartMath, LumaFit).
Polar chest straps are able to measure HRV, but are not paired with any app or system to analyze and interpret it in a meaningful way outside of professional use cases.
l–r: Spire, $149; Bellabeat Leaf, $119
l–r: HeartMath, $130;Polar Chest Strap, $79.95; LumaFit, $130
Competitive Landscape & Positioning
Wellness Athletics
Stylish
Utilitarian
Athletic Use
Lifestyle Use
Wellness Use
Caeden Sona$199
Bellabeat Leaf$119
Spire$149
HeartMath$130
JawboneUp3$180
Apple Watch$350+
Fitbit Alta
$130
MisfitRay$99
MICA by Opening Ceremony x Intel
$500
Rebecca Minkoff$120
Misfit Shinex Swarovski
$170
Tory Burchx Fitbit$300
Motorola 360 2$299
Fossil Q$295
MicrosoftBand$200
Fitbit Charge HR
$180
GarminVivofit 2
$170
Mio Alpha 2$200
JaybirdReign$200
Polar H7$80
Lumafit$130
SamsungGear Fit
$150
Ringly$250
Withings Activite Pop
Heart Rate Sensor (25x/sec)HRV Sensor (250x/sec — 10x accuracy)
Available in 3 Colors
For Use With The Caeden App
Rose Gold & White Leather
Gunmetal & Black Leather
Gold & Black Leather
MaterialsGenuine full grain leather and interchangeable silicone bandsPremium metal hardware
ProcessorsDA14580 32-bit ARM Cortex-M0 communications processorSTM32F401 32- bit Cortex-M4 sensor processor
SyncingIntegrated Bluetooth 4.1LE Range: 3 meters minimum
SensorsDual ultra low-power, high performance MEMS digital output 3-axis accelerometers; Patented PPG (photoplethysmography) biometric sensing system
Notifications 4mm vibrating motor for call and text notifications
Storage 16Mb SPI Flash Memory; Stores 10 days of continuous data
Battery 80 mAh Lithium Polymer battery;Up to 4 days of battery life in active use
Charging Included magnetic charging cable; Optional nightstand docking system
Application Custom application for iOSwith proprietary Resonance and Active Time algorithms; Compatible with Apple HealthKit
Milled metal hardware with mirrored finish
MSRP $199Crafted with Style and Innovation
Vibrating motor for call and textnotifications
MEMS motionsensor
PPG sensortechnology
Continuous heart rate &
activity monitoring
Up to 4 days of active battery life
Genuine Full Grain Leather• Layer lamination adhesion• Edge treatment• Pin-hole robustness• Color fastness• Sweat resistance
Outer Materialization
Molded Silicone Rubber• Mold quality / flash• Hypoallergenic• Tensile strength• Pin-hole robustness• UV resistance
Mirror Finish Plated Stainless Steel• Environmental discoloration• Edge treatment• Pin-hole robustness• Abrasion testing• Bottom to top plate engagement
Steel Clasp• Life Cycle testing• Torsion strength• Reverse bend strength• Hypoallergenic
Sealed Sensor Module
Heat Staked Contacts• Metal stamping consistency• Heat stake quality• Water seal integrity
Double Shot Switch & Bumpers• Material adhesion• Surface finish consistency• Free pistonic motion• Tactile feel• Button cycle testing• Strap insertion extraction
Plastic / USW Mating Surfaces• Molded plastic formation• Ultrasonic weld consistency• Water seal integrity
Insert Molded Antenna• Properly formed stamping• Correctly placed in mold• Spine edge sharpness• Antenna to spring finger mate
quality• Range and Sensitivity testing
Dual Processor Sensing and Communications System
Vibrating Motor• Properly installed• Validate force response• Test actuated for both call &
text notifications
Lithium Ion Battery• Thermally and physically stable• Capacity cycled• Dead to charged time analysis• New / Aged active battery life
measurements
BT & Sensor Processors• Power consumption validation• Custom communication protocol• Standard BLE 4.1 interface• System power management• Dual accelerometer calibration
Flash Memory• Overall capacity validation• Read / Write protocol• Memory management• Dynamic power state
One number to track stressHeart Rate VariabilityThe Tech
MSRP $199
Interchangeablegenuine full grainleather band
Available in two sizes: S/M, M/L
· For Use With The Caeden App ·
Next generation heart rate sensor
measures heart rate variability, a more meaningful metric
to understand overall health
and stress levels.
• HRV takes the exact timing of each heartbeat peak, requiring 10x the measurement accuracy of standard BPM calculations. This data allows us to measure the overall balance of your nervous system.
• Higher HRV = more adaptability = healthier system
• HRV can be increased through physical activity, rest, and paced Resonance breathing meditation.
• Sona is the first consumer wrist-worn wearable that is able to provide HRV measurements.
Useful for understanding
1. Cardiovascular system response to activity.
2. Caloric expenditure.
3. Heart Health
Useful for understanding
1. Chronic and temporary stress.(Autonomic nervous system balance)
2. Resilience to stress.(Strength of the vagus nerve)
3. Mental/physical response to stimuli (Frequency domain analysis)
Measured ~25x/sec to find average BPM Measured ~250x/sec to find exact peak timing
What is HRV?
vs.Heart Rate HRV
837 805744 792 813759
Photoplethysmography (PPG) Heart Rate Sensing
Patented Optical Heart Rate Sensing System• Automated component placement and assembly• Calibration of bi-color microprocessor controlled LEDs• Characterization and calibration of screened optical sensor• 100% measurement for lens optical clarity• Multi-axis optical and spacial calibration• Situation variable HR sensing frequency• Real-time disturbance analysis and measurement correction
ResonanceActive Time Home Screen: Goal Tracking
Energy Graph with Active Time
Session Launcher
Resonance Breathing Pacer
Heart Rate Graph
The Caeden App
Goal Tracking on the Home Screen
Visualization of the big picture• Pulling data from all aspects of the Sona bracelet sensor compliment• Updating both real-time as well as at periodic intervals to optimize user
experience, memory management and battery life• Logical and quick navigation from highest to lowest levels• Launch and data load timing based upon Apple HealthKit and Realm data
caching• Seamless connect, disconnect, auto-sync and mode transition behavior• Graceful higher priority device interruption handling
Active Time - More Than Steps
Energy Graph with Active Time
Heart Rate Graph
Measuring Energy Expenditure With Multiple Data Sources• On-boarding flow set the baseline for advanced analysis• Calibration and validation of basic activity
• Steps, Distance, etc.• Enhanced measurement of non-ideal motion activities
• Bicycling, Yoga, Meditation, Isometrics• Next level analysis based on activity and heart rate combined
• Refined disturbance testing through specified suites of activity in a controlled environment
Session Launcher
Resonance Breathing Pacer
Building Resilience to Stress via Resonance
Paced Breathing Meditation• User selectable basic sessions• Advanced sessions - mass configurability with multiple degrees of freedom
(time, pacer, audio)• Starting, stopping and migration between sessions handled without data
loss• Real-time biometric feedback baselined against ideal and intentional
disturbance conditions• Progress reporting for both single session and multiple session trends• Handling of unexpected system interrupts, user initiated exits and
unintentional disconnects
@CaedenOfficial
Caeden, Inc. 584 Broadway Suite Nº603 New York, NY 10012
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