Emma

It feels good to know they are well

accompanied

Mexico City

We accompany our elder generation.

We offer companionship and mobility assistance.

We keep Ma and Pa motivated and safe.

The peace of mind...

you were looking for

We provide companionship for the elder generation

We are here because...

The Mexican elder population is expected to grow 101% between 2011 and 2030.

13% of Mexican elders live home alone

Family has to take responsibility over their seniors. Family size has shortened over time.

1

2

3 Isolated elders have a 59% greater risk of mental and physical decline than their social counterparts.

Only 1% of the market is currently taken care of

by formal providers

We are not caregivers,

we provide companions

Competition

Direct competition

Indirect competition

Mexico City

Effic

ienc

y in

hir

ing

the

serv

ice

Through a monitoring system and a more efficient hiring process...

Emma

Usab

ility

Convenience

we will outperform the competition

Monitoring system

Competitive Landscape

MEXICAN LANDSCAPE

INTERNATIONAL LANDSCAPE

Careguide Toronto, Canada

Care.com Boston, USA

HomeHero Santa Monica, USA

Contactto Rio de Janeiro, Brazil

JoinHonor San Francisco, USA HomeTouch

London, England

Nidmi Madrid, Spain

Competitive Landscape

A constant struggle...

“I live so far away from him”

“I forgot to pick up the dry cleaning, I was busy with the

children Dad”

“I have an early meeting, I gotta run”

“I can’t remember what I did yesterday”

“I missed my medical appointment”

“I haven’t gone out to get my groceries”

“I need help paying my bills”

We enable a three-sided platform Senior Family

member

Companion

End User Economic Buyer

Provider

We enable a three-sided platform Senior Family

member

Companion

Com

pani

onsh

ip

End User Economic Buyer

Provider

Who are our users?

They can’t drive.

They are retired or have never worked. They are widowed, separated or divorced.

Activities Basic, instrumental Basic, instrumental Basic

Size 70, 000 people 400, 000 people 140, 000 people

Recreational activities

Elderly clubs, classes, coffee dates, travelling.

Go out on weekends w/family. Rarely leave the house by themselves.

Don’t leave house unless accompanied. Receive family visits on weekends.

Benefits Transport assistance Assistance performing tasks and companionship.

Assistance performing tasks and companionship.

Competition Day centers, social clubs or senior residencial developments.

Senior residential developments, caregiver agencies, on-demand services

Retirement homes, caregiver agencies on-demand services.

Market segmentation based on elder’s physical condition

Active Semi active Inactive

Market segmentation based on elder’s physical condition

Active Semi active Inactive

Activities Basic, instrumental Basic, instrumental Basic

Size 70, 000 people 400, 000 people 140, 000 people

Recreational activities

Elderly clubs, classes, coffee dates, travelling.

Go out on weekends w/family. Rarely leave the house by themselves.

Don’t leave house unless accompanied. Receive family visits on weekends.

Benefits Transport assistance Assistance performing tasks and companionship.

Assistance performing tasks and companionship.

Competition Day centers, social clubs or senior residencial developments.

Senior residential developments, caregiver agencies, on-demand services

Retirement homes, caregiver agencies on-demand services.

Beach head market

19 K

19 K x $2.6 K = $50.3 million

TAM

The Total Addressable Market for companionship services in Mexico City

1.1 million

0.2 million

0.1 million

Population in Mexico City

>70 years old

Population receiving formal or informal care

Female population

Population w/average income:

$40 K - $80 K.

Annual expenditure / client: $2.6 K

Gloria Gabriela Begona

•  Husband died 4 years ago. •  Biggest fear is getting sick

and having to rely 100% on family. •  Her friends have passed

away, she gets bored and lonely. •  She would like someone

to accompany her in daily activities.

•  She got divorced when her daiughter was very young. •  Self-made woman. •  Has always searched for

job opportunities. •  Among her passions are

learning languages and travelling.

82 years old

53 years old

51 years old

Meet...

•  Is an Accounting Manager at an advertising agency. •  Lives far away from

her mother’s place. •  Juggles between

household’s responsibilities and mother’s wellbeing.

Senior

Specific value is delivered to each of our consumers

•  Empowerment. •  Opportunity to connect with like-minded people. •  Inspire bilateral relationships with the younger generations.

•  Peace of mind. •  Co-creation and customization. •  More time to spend with loved one. •  Risk reduction. •  Accessibility. •  Convenience and usability.

•  Extra income. •  Working schedule flexibility. •  Self-fulfillment (work w/purpose).

Companion Family members

When hiring our service...

How is the decision made?

The elder is not alone in the process...

Elder

Daughters and sons

Friends and family

End user

Doctor

Champions

Secondary influencer Primary

influencers

Veto power Economic buyer

(10%)

Veto power Economic

buyer (90%)

Veto power

How do we envision our service?

Our high-level product specifications...

We offer you different companions matching your elder’s needs

Matching system

Background check

Because we want both you and our companion to feel safe!

Our product has several value added features

1 2 3

4 5

Real-time location system

Direct communication

Session review

Rating and comments

In-time awareness

CEO CFO COO CTO

EmmaTEAM Lorena Mara Fernanda Maria

International Relations Actuarial Science Industrial Engineering Computer Science

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