LessonUp Overview Deck

Blake West - Founder, [email protected]

443.691.6212

Will Lawrence - [email protected]

528.669.7582

Khan Academy Tuned Up for Music

Monday, January 14, 13

• Wharton 2009

• Pro musician

• 10 years teaching kids

• Runs (and founded) profitable music

lessons matching service

Blake West — Founder, CEO

• Penn 2010

• Full stack development

• 2nd startup

• Music minor

Will Lawrence — CTO

Mike Sall — Lead Designer | Penn & Wharton 2009, Adobe

TEAM


• Expensive ($60/hr and up)

• Ineffective practice sessions

• Limited teacher access

• Difficult notation

STUDENTS EDUCATORS

• Can’t scale time

• No differentiation

• Low income

• Limited market at price level

LessonUp addresses these with....

MUSIC LEARNING TODAY


iPadiPad 12:34 PM12:34 PM

Home Search

Artist

Someone Like You, AdeleLevel 2b, Pop PerformancePerformance

LessonLesson

America (My Country Tis...Samuel Francis SmithLevel 1b, Patriotic

Someone Like YouAdeleLevel 2b, Pop

The TempestBeethovenLevel 3a, Classical

Fur EliseBeethovenLevel 3a, Classical

Just The Way You AreBruno MarsLevel 2a, Pop

Swan LakeTchaikofskyLevel 3b, Classical

Crazy TrainBlack SabbathLevel 1b, Rock

Wouldn’t It Be Nice?Beach BoysLevel 1b, Pop

Rage Over the Lost PennyBeethovenLevel 2b, Classical

Song Difficulty Genre

Huge selection means

you never have to buy

books again

Videos plus sheet

music (Hummingbird

or traditional) for each

song

COMPREHENSIVE MATERIALS



HomeSomebody Like You, Adele

A B C DC0:33 / 0:53

Learn faster using

slow-down, looping,

and chapters

Virtual keyboard and

score-sync keep it

clear and in context

TAILORED EXPERIENCE


“It’s much more easier” - Diya, 6 yrs old

“Can we do all our

songs like this?”

- Emmy, 8 yrs old

Patent pending Visually intuitive with mnemonics

HUMMINGBIRD NOTATION



HomeSomebody Like You,Adele 1:05 / 1:47both hands

A B C DCright hand

Semi-private lessons

are possible (1/2

price, 2X rev)

Rev share on

subscriptions

Larger market size

EDUCATOR BENEFITS


STUDENTS EDUCATORS

• 55% of surveyed parents

said they “probably” or

“definitely” would buy this

app

• “We’ve been looking for

an edge, and this could

definitely be it.” – Eli,

manager at Austin’s largest music

school

DOES THE MARKET CARE?


Free, big library, uncurated, dubious quality,

just a video player. No sheet music

Free, decent video quality, no sheet music,

just a video player, terrible mobile offerings

$30, Guitar Hero w/ real guitar, no humans

teaching, adult student focus

$15/mo, high quality videos, no virtual board,

just a video player, adult student focus

COMPETITION


REVENUE MODEL

Subscription $10 per month

Variable Costs ~$5, includes:

Gross Profit ~$5 per month

Gross Yr. Profit $1M = $5 * 12 * 17K

• Channel (Apple app store, school referrals)

• Music Licensing (music publishers, content creators)

• Credit card fees

• Web services (server, hosting, ops monitoring)

Initial User Target 15K - 20K annual users (1 % of total market)

Initial Target is the 2M* private piano students paying avg of $150/mo.

*Target market estimated using the 2009 Census, outside research from Hal Leonard and extrapolating from internal survey data of Austin schools.


Expand content: Guitar, voice, and adult learners are

much of the other 23 million players*

Other revenue streams

Licensing or directly selling Hummingbird

sheet music. Instrument rental services.

Compelling new products

Pitch detection for interactivity. Music

learning games

*Based on 2009 census that 25 million Americans play regularly. Then we subtracted the initial target of 2 million private piano students

LARGER OPPORTUNITIES


•Testing with schools/students in early ’13

•Provisional patent on Hummingbird;

ongoing user testing

•Notation translation software in

development

•Positive initial feedback from schools

and parents regarding features, price

point and the prototype content.

CURRENT PROGRESS


Thoughts? Ideas? Want to beta test?

Reach out: [email protected]

CONTACT

What a music book is supposed to be

Rocking your iPad 2013


mailto:[email protected]

mailto:[email protected]

LessonUp Overview Deck

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