3. Children today spend an average of 6 hours each day in front of the computer and TV,
but less than 4 minutes a day in unstructured outdoor play.
1 in 4 children do not participate in ANY free time physical activity.
Over the past 20 years, time spent playing outdoors has been cut in half.
Children age 8 to 18 spend more than 75 hours each week consuming
entertainment media.
Without unstructured and active play, kids miss out on wider psychological
and social developmental benefits.
1 in 3 children are obese or overweight and 50% of overweight children
remain obese as adults.
In 2010 $160 billion was spent on obesity
SPRINGLING related medical expenses.
4. ... And Parents Are Fighting a Losing Battle
"You can watch
the TV
if you go outside
for an hour
first."
Fighting to Enforce Screen Time Rules Bribery
Kid's Fitness Equipment
and Gym Memberships
Screen Timers and Parental Control Settings
SPRINGLING
Highly Structured & Scheduled Activities
5. But A Solution Exists.
Play!
‘All children and young people need to play. The impulse to play is innate.
Play is a biological, psychological and social necessity, and is fundamental
to the healthy development and well-being of individuals and communities.’
(Playwork Principles Scrutiny Group 2005)
It just needs a boost in the modern world.
SPRINGLING
7. We've personally seen the positive power of summer camp to inspire and foster
play, friendship, and personal growth in kids.
We are building a persuasive technology for children age 7 to 12
that embodies the positive power of summer camp to inspire offline play
and build habits for healthier lifestyles.
A wristband pedometertracks kids' activity level
throughout the day.
*Each element plays off of the theme of
summer camp.*
The game includes offline Activity data on the wristband
challenges that encourage kids to converts into points in an adventure / puzzle
get out and be active. video game.
SPRINGLING
8. Product: The LED Wristband Pedometer
Dynamic
Durable
Customizable
Collectible
SPRINGLING
9. Features
Tracks activity + Wireless Syncing + Dynamic Display + Reacts to other Springlings
+ Self Powered + Fitness data Fuels Game
SPRINGLING
11. +
+ +
+ +
Activity gives Points let kids explore a virtual Then introduces games and
kids points in summer camp and solve its puzzles. activities
the game world. that lead to more activity.
Key Features
Designed to be played for 15 - 20 minutes at a time
Introduces kids to off-screen games inspired by summer camp activities.
Rewards kids with encouragement and empowerment for their active behavior.
Characters will have challenges for kids to complete off-screen. These might
be outdoor games to play with friends, arts and crafts projects, or
recipes to cook with their parents.
SPRINGLING
12. Key Competitor:
Extrinsic rewards
Generic pedometer
Lifetime Value of Customer ends on Day 01
Limited social features
$1 Million funding - Omidyar
Possible Entrants / Exits:
Nike +Jawbone Fitbit Nintendo Wii XBox Kinect
Graveyard: Quantified Self for Kids
SPRINGLING
16. Why hasn't Quantified
Self succeeded with Why SPRINGLING will succeed
children yet?
1. Selling kids on fitness = "the health-cart 1. Kid-centric focus: fitness is a secondary
before the fun-horse" outcome to FUN
2. Disparate experiences: Unimaginative 2. Fully integrated: device, game, fun,
devices and shallow game mechanics fitness, life, friends: seamless
3. The Carrot: meaningless, chintzy and 3. Empower: Tools and encouragement for kids
short-term rewards to feel success
4. Obtrusive tech: requires kids to shape 4. Invisible tech: No charging, docking or
routine to device manual data entry
5. Parent Paranoia: No one tracks Bobby! 5. No more data than necessary
SPRINGLING
18. Market
L'il Gamers ‘Rents
41,000,000 Kids 5 - 14 yrs old 91% monitor video game content
99% 84% place time limits on game play
Play video games
52% believe games have positive impact
$500 Billion Total Kid influence on household purchases $7.6 Billion
$35.8 / $2.3 Billion Kid apparel / Kid accessories game + accessory
$7.9 / $5.3 Billion Kid video game / Adventure & puzzles market
SPRINGLING
$200 Mil $500 Mil $3 Bil
19. The Science: Why This Madness Will Work
The Stanford Persuasive Tech Lab's Fogg Behavior
Model outlines three factors for successfully
creating habits:
Increase Motivation Provide Triggers Increase Ability
- The light up wristband - All play and activity counts. - The wristband acts as a
and earning points for the game Kids have the ability to be constant reminder for
adds motivation to play. successful on day one. kids to be active.
- Kids are rewarded by the - Off-screen challenges are - The game introduces new
game for tackling off-screen designed to help kids off-screen challenges each
challenges. experience success. time it's played.
“There is an obesity epidemic in young children and the main solution
should be to reduce television viewing and promote playing...
Opportunities for spontaneous play may be the only requirement that
young children need to increase their physical activity.”
SPRINGLING The British Medical Journal (Vol. 322)
20. Team Time: We Fun, Get it Done.
Nick Sally Alex
0111001001101000 From Vision to Reality Hustle, Sweat & Tears
Summer camp native Maker of 3D Vision Driven
Startup explorer Destroyer of "Blobjects" H8er Impervious
"Bridging the digital divide" "The work worth doing" "Let's walk these dogs, together!"
Midwestern Chap Australian Sister "NYC".....Tri-stater
SPRINGLING
21. Support: Advisors and Collaborators
Syuzi Pakhchyan Eileen McCullough
- Wearable Technology - Emerging medical technologies
and Experience Design marketing expertise from time at
Consultant Medtronic, Avantis,
- Author of Fashioning Technology and Baxano
, the first DIY book and blog on - MBA from Harvard Business School
interactive fashion
Daniel Hatfield Mike Wieckowski
- USDA Doctoral Fellow in Obesity - Ph.D. Electrical and Computer Engineering
at Tufts University at the University of Rochester
- Founder of "Let's Get Movin'" afterschool - Experienced with the design and
program construction of
- Potential partner program electronic systems from silicon
to software
Sean Soria Jon Burkhardt
- Senior engineer at social games - MFA student in illustration at
startup Gamzee the School of Visual Arts in New York City
- Ph.D. research with the UCLA - Illustrator and designer with experience
Games Lab in print, comics, and web amongst others
SPRINGLING
22. Strategy: Lean and Clean
Product Development Customer Acquisition Lifetime Value
Ongoing customer development Partner Programs Revenue from continued engagement
and validation with parents with the game through sales of:
and kids. - Schools
- Health Organizations Digital Accessories: Mobile apps
Game development with - Insurance Companies for outdoor exploration
existing Fitbit hardware
to allow immediate playtesting. Quantified Parents Physical Accessories: Guides
- Fitbit integration and tools for adventurers.
Rapid device prototyping and - QS Marketing
short feedback cycles. PR: Health, parenting, games Additional Sensors: Points
for biking, skiing, or tennis.
Simple Revenue Model
Device Sales Sales of peripheral accessories
+ =
SPRINGLING High-value transaction + Recurring revenue
23. Goals / Timeline: The Rock Health Bump
Where We Are Today: Team, Design, and Early Prototyping
After a process of customer development and market research, Nick and Alex shaped
and focused on this idea about one month ago. From there, we have:
- Filled the critical industrial design gap in our team by finding
and partnering with Sally.
- Received advisory role commitments across other key facets of our project.
- Started the research and design processes for our hardware and game.
- Begun early software prototyping on top of the Fitbit API.
Where We Want to Go: You and Us and Five Months to a Pilot
Today RH begins RH ends
research and design rapid proto/looks-like device Development of a working prototype device
Wristband device Pilot with
school or
health org
SPRINGLING Design and mechanic prototyping Game development, testing and iteration beta release +testing
Video game
24. The Ask: Why We Need Rock Health
To build our TEAM To craft ourthe maker culture of
prototype
An investment from Rock Health would give Funding and access to
us resources to support the people we need Silicon Valley will let us quickly build and iterate
to quickly move forward on the electrical on our hardware so we can start testing it with
engineering, design and illustration, and game kids as soon as possible.
design work this project requires.
And to learn from the best
SPRINGLING
