my first yoga pitch deck

Version 1October 2011

Abbie SteinbacherCEO, Founder

[email protected]

www.myfirstyoga.com

Confidential Document | Copyright©2011 My First Yoga, LLC.

Wellness concerns are on the rise costing the U.S. over $300 Billion per year

(Sources: 1. U.S. Center for Disease Control & Prevention 2. Institute of Medicine 3. Harvard Mental Health Newsletter 4. American Psychological Association (APA))

1 In 3 Children Are DepressedDepression

$104Billion 201023%

Rate of Increase for children

/Year

The Problem

1 In 5 Children are Obese Obesity

12.5MM

4.5MM19802008

$147Billion 2010

1 In 10 Children Have ADHDADHD

5.4MM

4.2MM20032007

$43Billion 2010


Children are taking drugs that could have serious side effectsThe Problem

Rx

More than 25% of U.S. kids take prescription drugsMost medications prescribed to children on a chronic basis have

not been tested specifically in kids

(Sources: 1.Medico Health Solutions Inc., 2. Danny Benjamin, Duke University Pediatrics Professor)



Research has proven the benefits that kids yoga can provide to improve childhood wellness

The Know-ersParents and teachers working with kids in realtime do not know how to effectively implement this research

The Do-ers

Bridging The Kids Yoga Knowing-Doing GapEasy-to-Use. Engaging. Comfortable.

is a technology driven kids yoga platformthat empowers kids with a head-start to a healthy lifestyle

The SolutionEasy-to-use, engaging and comfortable kids, mothers and teachers

kids are...


Empowered

FocusedBalanced

Strong

Calm

Engaged

Flexible

PowerfulEntertained

What Have We Accomplished to Date?


85,000 Hits

2007Develops

MFYCurriculum

Expands Enrichment

5000+ Kids/Month

50+ Accounts

2006

Open Doors - Boston, MA Studio

100+ Families

Staff of 6 Instructors

impactedin first year

$40KInvestedFriends & Family

2010

50+ ®Characters Developed

Internally FundedBook Sells30 Stores

Parent TestedParent Approved

Award

Publish Book

120x6000+Books Sold more sold

than average self published kids book

AdvertisingBudget0$

2011 iPhone App Launches

5000+

Builds Program For New England Aquarium

Sponsored by New Balance

HighlightedBoston Globe

MFY atLIG Festival

2008

2009

HighlightedBoston GlobeNY Times

MFY Signs Boston Red Sox

PARTNER

PARTNER

Lululemon Boston 2010

In ActionWhere we’ve been

Life Is Good Festival 2010

‘Yoga With The Seals’

New England Aquarium 2010

85,000+ YT ViewsBoston Children’s Museum


Who We Play WithCorporations, national organizations and global child care providers


What Makes Us Unique? My First Yoga provides a practical and effective application

Healthy Active Learner

Entertainment

Education

� BO

DY CONTROL � MINDFUL AW

AR

ENES

S � PHYSICAL ACTIVITY


Increases child care competitiveness and achieves measurable results in self-regulation and learning

For Educators

Success Measured

Classroom Management

Engages through entertainment and fills natural need to be physically active

For Children

Success Measured

Repeated Use Self-Confidence

Easy-to-use well-being products that meet lifestyle, taste, and budget

For Parents

Success Measured

Self-regulation Improvement

Technology Forward Products for Use At-Home & In-SchoolWhat Are We Building?


Website Rebuild

Social Teaching Tools

EBooks

Mobile App Updates

Tablet App

Awareness

PHASE 3PHASE 2PHASE 1

Mobile Updates

Video Game

Immersive Apparel

Phase 1 Updates

National Awareness

Licensed Accessories

Children's Apparel

Broadcast

Phase 1 & 2 Updates

Global Awareness

6

Yoga Industry

Yoga saw the largest participation increase of any sport in 2010

(Sources:1. National Sporting Goods Association 2. 2010 US Census Report 3. Yoga Journal)

1 In 10 U.S. Adults PracticeYOGA

20.2MM

10.7MM20062010

20.2MMYoga Participants 2010

#1BILLION 2010 US Yoga Services and Accessories

$

72 Of Yoga Participants Are

Women

%


A growing market place in the U.S. and beyond

(Sources: 1. Flurry 2. US Census Report 3. Leapfrog 4. Cnet)


Market Size: Phase 1

11.7MM US Children enrolled in Child Care Centers

$100/Child Spent on classroom Supplies in US

25%/Child Spent on Curriculum

$293MM

Teaching ToolsConsumersChild Care CentersFeaturesSubscription BasedTiered MembershipMonthly Lesson PlansActivity SheetsOnline & Social CommunityUp Sell Physical ProductsLesson Tracking System

The market place for My First Yoga products is large and growing

Mobile

`

13.3MMMoms ages 24-45 w/ kids under 18, let kids use their Smartphone

$52/Year Average Smartphone user spendson mobile Apps

65%Of App Revenue isIn-App Purchases

$179MM

40%Moms ages 24-45 w/ have kids ages 2-6yrs

ConsumersiOSAndroidFeaturesFree Initial DownloadIn-App Purchasers Social ComponentAnimated StoriesGames/Activities

Target Market Women Ages 25-44: Affluent, Educated, Active

She’s a dedicated yogi who is earthy and spiritual. She jumps at the opportunity to introduce yoga to her child.

Yogi MomShe’s focused on the fitness and well-being of her child at any cost. She is a busy and choosy fashionista.

Yoga MamaShe’s technology driven and will spend top dollar for educational gadgets for her child and then spread the word to friends.

E-Squared Mom

She's on the look out for trend-setting child friendly kids yoga materials that make her stand out as an expert yoga instructor.

Yoga InstructorShe’s on the look out for teaching tools to help her students learn to calm their bodies and minds.

School Teacher

End User 2-6 Year OldBoys/Girls


Market PlaceCompetitors

KidsPerspective

WellnessFocus Gaming

Online SocialTools

Characters MobileProducts

Competition My First Yoga has many unique strengths


Baby Einstein

Dora the Explorer

LeapFrog

YogaKids

ItsyBity Yoga

Angle Bear Yoga

Wailana

Chief Technology Officer

Our Team

Founder and CEO

AB in Psychology from Harvard University

Studied how exercise contributes to self-confidence

Prior to My First Yoga, Abbie was an investment professional at Fidelity.

Division I Athlete & Captain, Harvard Swimming Team

Holds the following industry certifications: Registered Yoga Teacher (RYT)Registered Children's Yoga Teacher (RCYT) Certified Life is Good Playmaker

University of Maryland UMBC, Imaging and Digital Art

Specializes in identifying key uses for technology within the marketplace to create profitable business solutions

Creative lead with 15 years of marketing, social and digital experience (BSSP, Mullen, Isobar, Planit)

Client List Includes: Columbia Sports, Priceline, and MINI Cooper, Adidas, Prana, Rock & Ice, Reebok, General Motors, Virgin, Stanley Tools, Orvis, Underarmour, Black Diamond,Timberland, and Disney

Trevor SteinbacherAbbie Davies Steinbacher

We bring yoga, start-up, technology, and marketing experience to the table



Thank You

my first yoga pitch deck

Spiritual

kids yoga platform

withthat kids yoga

comfortable kids

new england aquariumsponsored

book sells

funded open doors boston

mfy signs6000

benets parents