Overview for a Personal Databank presented for a new venture as part of an EIR interview

1. Personal
Databank
Provide a trusted application to manage
memories through life-stages.

2. Problem
● People are living longer, creating a duality of public and
private memories, but without personal control over their
data, they deal with a hodge-podge of systems.
● People crave ability to manage life-stages, celebrate
memories, pass on legacies, wrap up their affairs, have
peace of mind (a painkiller).
● The ad-tech industry provides apps, but is geared to
turning private data into public--Facebook et al.
● Microsoft privacy chief: Tech industry needs to evolve
beyond those privacy policies that no one reads - via
Geekwire, in conjunction with world privacy day 1/28/14

4. Solution
● Our use case puts convenience over sophistication,
same as the PC did, but its more of a Personal Cloud.
■ The product feels like a trusted family friend or
trusted personal attorney.
■ Whatever the life-stage, unexpected accidents,
onset of alzheimers, or long life and death.
■ People put their personal memories in order.
■ We never sell your personal data or compromise
the integrity of your personal databank.
■ We do so by charging for a variety of our
services (our base application always remains
free).

6. Why Now
● Edward Snowdens exposure of the NSA capabilities
raised awareness level.
○ Microsoft privacy chief: Tech industry needs to evolve
beyond those privacy policies that no one reads - via
Geekwire 1/28/2014
● Managing your personal databank is far more difficult
than during the PC era.
○ Nowadays you interact or store your data on
someone elses system--often an online social system
--part of the ad-tech industry, Personal Cloud can be
under your personal control bwo Personal Databank.

8. Market Size
USA about 1 death every 5
minutes (calc est).
• 25-54 yrs: 40.2% (usa
127,384,485)
• 55-64 yrs: 12.3% (usa
38,797,129)
• 65 yrs and over: 13.9%
(usa 43,896,905)
Assume 50 million and TAM
is only 2%, then 1 million
customers.
Worldwide about 107
deaths per minute or 1.8
deaths every second
(2013 est. CIA factbook).

10. Competition
● List of competitors
○ http://en.wikipedia.
org/wiki/List_of_personal_information_managers
■ Evernote, best of bunch (qum financing $225m)
■ Camlistore, open source, Brad Fitzpatrick, Google.
■ Salesforce, Clipboard, Gary Flake ($12m)
■ Qumulo, Isilon exec Peter Godman (appliance?)
● List of Intentional Software competitive advantages.
■ Financially backing, no need to sell peoples data.
■ Complementary businesses connections to offer
unique services (burial of cremains in space).

11. Home
Personal CloudMy lawyers
Personal cloud
Tablet
My friends
Personal Cloud
Focus
Personal
Databank

12. Product
● Customers will only buy a simple product with a singular
value proposition: Personal Databank for Life
■ Pre-MVP mockups for confirming our MVP.
■ Possible MVP Camlistore.org (simlar to Evernote)
■ Knowledge navigation based on Intentional GTD
■ Expect some experimental skewering based on
MVP
■ Search, sharing, sync controls based on Camlistore,
or Intentional equivalent.
■ Review copyright, develop patents to protect
operating business, assets from trolls.
■ http://www.google.com/patents/WO2013067209A1)

13. 0--2-- 4 weeks ---- 6 -- 8 -- 10 --12 -->
A. Mock ups, get feedback pre-MVP, confirm and verify MVP concept
B. Build MVP, lightest way, mobile web may be quicker than Intentional (BML feedback)
C. Test MVP (Camlistore / Intentional) with 3-5 real customers.
D. Expect some experimental skewering on MVP, what is the singular useful sweet spot?
E. Tighten MVP feature set, test 3-5 more customers
F. Do we need iOS, Android, Surface and Web (can we scale on 1 or 2)
G. Build 0.1
H. Landing page 0.1
Product development using Lean Startup. Build, measure, learn
(risk reduced by iteration and feedback)
A B C D E F G
Development Roadmap

14. Business Model
● Revenue model
○ Freemium to lure distribution (4,997,000) over 5 yrs
○ Premium to make payroll (2,000) yr 2
○ Unique Services to make money (1,000) yr 1
● Pricing
○ Freemium zero to gather customer list.
○ Premium $2,500 (any less sales not interested)
○ Services $10,000 (probate lawyers / space cremains)
● Average account size and/or lifetime value $5,000
● Sales & distribution model -- Freemium to Premium
● Customer/pipeline list -- via Freemium

15. Team
● Founders & Management
○ EA, CEO
○ CB, EIR
■ Mockups to MVP
■ Mobile Web Dev HCI/CS LW, CS/PhD SU
●Convenience over sophistication.
● Board of Directors/Board of Advisors
○ CS. BOD,
■ Keep us on Moore’s Law

16. Financials
● At this early stage, can project cash burn, not:
■ P&L
■ Balance sheet
■ Cash flow
■ Cap table
■ The deal
● Just.me attracted 458,000 unique users on iOS,
Android, and the web since April to Nov 2013.
● Cloud and dev tools are free to startups. But people
aren’t. Estimate $1.2 million to build Web, iOS, Android.
● Focus spending on what's critical.

17. I’d love to design and build a Personal Databank. Memories are priceless.
clive.boulton@gmail.com