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The problem…
•  Lack of proper guidance to practice music
•  Repetitive practice can be boring
•  Lessons are not accessible to everyone
•  Music lessons are expensive
Problem
Pick a Song1
Activity2
Feedback3
Track & Share4
How it works
Pick a Song1
Activity2
Feedback3
Track & Share4
How it works
Pick a Song1
Activity2
Feedback3
Track & Share4
How it works
Pick a Song1
Activity2
Feedback3
Track & Share4
How it works
 
Under the Hood
Music Display Engine
Interactive digital sheet music format that
listens and gives feedback
Wireless Audio Polyphonic Detector
Algorithms that listens to music notes being played, and
in real-time process audio to identify the correct note
Personalized Learning
Algorithms that record your mistakes over time
and guide you to the right training/exercises
Technology & IP
In-depth period of R&D
FEB 2013
SEP 2013
FEB 2014
MAY 2014
Accepted into MaRS Centre
DEC 2014
JUN 2015
Launched the iOS App
Secure first publisher partnership deal
20,000 app downloads ($350,000 revenue)
140,000 app downloads ($2.8M revenue)
Milestones
Features Subscription Content on Demand
Basic limited
_
$1.99-$4.99
Premium full
$7.99
monthly
$0.99-$3.99
Cost of
Revenue
_
30% to AppStore
+
35% Royalty to Publishers
Business Model
!  15% active users of app
!  10% conversion to subscription
!  5% projected monthly churn rate
!  $1.50 cost of user acquisition - 20% acquired virally and 80% paid
Financials
Music Education in North America
Music Education
Sheet Music Market
Sheet Music
$9
Billion
Spent on Children for Ages 11-16$3.8
Billion
$580
Million
Increase in Digital Sales25%
Percentage of 115 Million
Households in US With At Least One
Person Currently Playing an
Instrument
Market Size
50M+
Potential Users
4M+ X =
Addressable Market
$10 480M+
Addressable
Users
Per Month Addressable
Market
Cost Analysis
	
  
The Effect of Singspiel
Time
Invested
Money
Invested
Qualitative aspects
Average spending
on lessons
6 x 52 = 312
Hours
$50 x 52
= $2400
Affordability
Increase in
efficiency
10% 10% Kids enjoy learning
Savings 31 Hours $240 Track your progress
Cost of Singspiel 0 $96 Clear indicator of
improvement for the
money spent
40% of what you
save!
Competitive Landscape
E-­‐assessment	
   Languages	
  
LMS	
  Online	
  
Educa4on	
  
There is NO Rosetta Stone for Music Learners!
Music	
  
Alex Norman
Growth Hacker
Prior Cash Exit
Wharton/McGill
Ivan Cheung
Founder
Eng, UWaterloo
Pouria Feweze
Algorithm Engineer
Phd, UWaterloo
Team
Arian Rahbari
Founder
Eng., UWaterloo
Professor
Ponamabalam
Engineering,
University of
Waterloo
Krista Jones
MaRS
Discovery
District
Kerri
Golden
MaRS
Discovery
District
Wojciech
Gryc
CEO @
Canopy Labs
Super-Hero Advisors
"  Equity Investment = $30,000
"  Non-dilutive Grants = $110,000
Funding Raised to date RAISING $500,000
o  $300,000 of it confirmed
[Investment Accelerator Fund & Biz
Accelerator Program]
Funding
!  50% on Product Development
[Support more instruments, Android version]
!  50% on User Growth
[9,000 Active Users, $300,000 projected
revenue ]
A gamification tool for
kids, 3-6 age range
$7.99/month
Sheet music notation with
pitch detection
Focus on page turning
$2.99-$5.99 per sheet
Educational software that
works only with keyboard
$149 yearly subscriptionVideo game for guitar
$4.99/month
Content/Technology
Educational
Value
Competition
$200 monthly
(92%)
$8
(4%)
$9
(4%)
User takes lessons at the rate of $50/hour and subscribes to SingspielA Use Case
Private Lesson Cost
Sheet music
[displacement of
what they already
pay]
Singspiel
Subscription
[Incremental
cost to enhance
learning]
Cost Analysis
Publishers
•  New rev and better
brand experience
•  Little advanced from
paper, limited
interactivity
•  New technology
powering their direct to
consumer initiatives
Self-Study
•  Mostly online today
•  YouTube instruction –
GuitarJamz, etc.
•  Music archives – Petrucci,
ChoralWiki, OLGA-
descendants
•  Little respect for
copyright
Private Instruction
•  Geographically
bounded
•  Limited branding
•  Distribute texts / sheet
music but often
copyright violations
•  Online marketplace
(TakeLessons)
Public Instruction
•  Tablets in classrooms,
whether content exists or
not
•  In US, Common Core
driving massive
investment in digital
solutions
Market Dynamics

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Singspiel

  • 1.
  • 2.   The problem… •  Lack of proper guidance to practice music •  Repetitive practice can be boring •  Lessons are not accessible to everyone •  Music lessons are expensive Problem
  • 7.   Under the Hood Music Display Engine Interactive digital sheet music format that listens and gives feedback Wireless Audio Polyphonic Detector Algorithms that listens to music notes being played, and in real-time process audio to identify the correct note Personalized Learning Algorithms that record your mistakes over time and guide you to the right training/exercises Technology & IP
  • 8. In-depth period of R&D FEB 2013 SEP 2013 FEB 2014 MAY 2014 Accepted into MaRS Centre DEC 2014 JUN 2015 Launched the iOS App Secure first publisher partnership deal 20,000 app downloads ($350,000 revenue) 140,000 app downloads ($2.8M revenue) Milestones
  • 9. Features Subscription Content on Demand Basic limited _ $1.99-$4.99 Premium full $7.99 monthly $0.99-$3.99 Cost of Revenue _ 30% to AppStore + 35% Royalty to Publishers Business Model
  • 10. !  15% active users of app !  10% conversion to subscription !  5% projected monthly churn rate !  $1.50 cost of user acquisition - 20% acquired virally and 80% paid Financials
  • 11. Music Education in North America Music Education Sheet Music Market Sheet Music $9 Billion Spent on Children for Ages 11-16$3.8 Billion $580 Million Increase in Digital Sales25% Percentage of 115 Million Households in US With At Least One Person Currently Playing an Instrument Market Size
  • 12. 50M+ Potential Users 4M+ X = Addressable Market $10 480M+ Addressable Users Per Month Addressable Market
  • 13. Cost Analysis   The Effect of Singspiel Time Invested Money Invested Qualitative aspects Average spending on lessons 6 x 52 = 312 Hours $50 x 52 = $2400 Affordability Increase in efficiency 10% 10% Kids enjoy learning Savings 31 Hours $240 Track your progress Cost of Singspiel 0 $96 Clear indicator of improvement for the money spent 40% of what you save!
  • 14. Competitive Landscape E-­‐assessment   Languages   LMS  Online   Educa4on   There is NO Rosetta Stone for Music Learners! Music  
  • 15. Alex Norman Growth Hacker Prior Cash Exit Wharton/McGill Ivan Cheung Founder Eng, UWaterloo Pouria Feweze Algorithm Engineer Phd, UWaterloo Team Arian Rahbari Founder Eng., UWaterloo Professor Ponamabalam Engineering, University of Waterloo Krista Jones MaRS Discovery District Kerri Golden MaRS Discovery District Wojciech Gryc CEO @ Canopy Labs Super-Hero Advisors
  • 16. "  Equity Investment = $30,000 "  Non-dilutive Grants = $110,000 Funding Raised to date RAISING $500,000 o  $300,000 of it confirmed [Investment Accelerator Fund & Biz Accelerator Program] Funding !  50% on Product Development [Support more instruments, Android version] !  50% on User Growth [9,000 Active Users, $300,000 projected revenue ]
  • 17.
  • 18. A gamification tool for kids, 3-6 age range $7.99/month Sheet music notation with pitch detection Focus on page turning $2.99-$5.99 per sheet Educational software that works only with keyboard $149 yearly subscriptionVideo game for guitar $4.99/month Content/Technology Educational Value Competition
  • 19. $200 monthly (92%) $8 (4%) $9 (4%) User takes lessons at the rate of $50/hour and subscribes to SingspielA Use Case Private Lesson Cost Sheet music [displacement of what they already pay] Singspiel Subscription [Incremental cost to enhance learning] Cost Analysis
  • 20. Publishers •  New rev and better brand experience •  Little advanced from paper, limited interactivity •  New technology powering their direct to consumer initiatives Self-Study •  Mostly online today •  YouTube instruction – GuitarJamz, etc. •  Music archives – Petrucci, ChoralWiki, OLGA- descendants •  Little respect for copyright Private Instruction •  Geographically bounded •  Limited branding •  Distribute texts / sheet music but often copyright violations •  Online marketplace (TakeLessons) Public Instruction •  Tablets in classrooms, whether content exists or not •  In US, Common Core driving massive investment in digital solutions Market Dynamics