THE FIRST PARENT COACHING PLATFORM TO RAISE …
Transcript of THE FIRST PARENT COACHING PLATFORM TO RAISE …
THE FIRST
PARENT
COACHING
PLATFORM
TO RAISE
EMOTIONALLY
STRONG KIDS
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PROBLEM
$306BPaediatric mental health
cost to societyUS = $247B UK = $$44B Aus = $15B (CDC, 2013)
50%Adult Mental health
disorders start duringchildhood
(Kessler et al, 2007)
20% children will developa mental health issue(Costello et al, 2005)
21% increase prevalence ofmental health issues in
children(Houtrow et al, 2014)
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PROBLEM – PARENTS’ OPTIONSParenting programs have shown to be cost effective in reducing mental health issues (Ryan et al, 2017)
OPTIONS
Psychologist
Parenting Courses
TRENDS
Breakout in ‘parenting courses’ keywords searches in the last 5 years
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PARENTS’ OPINIONS ON PSYCHOLOGISTS AND PARENTING
COURSES
“Expensive with unclearoutcomes”
Dad (51), 2 children
“Even children have negative perceptions” Dad (45), 2 children
“Didn’t have a framework around it which we all could
follow and see if we are getting better” Dad (42), 2 children
“They should be compulsory (and cheaper)”
Mum (42), 1 child
“I am not sure where or how to access them” Mum (47), 2 children
“Psychologists seems out of reach due to cost and
availability” Dad (39), 3 children
“Lack of knowledge/accessto know where even to
look” Dad (44), 3 children
(ParentalEQ independent survey, 2020)Confidential - ParentalEQ Pitch deck vWeFunder
Expensive
Full of stigmaInconvenient
Not personalised
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PROBLEM – EXISTING SOLUTIONS
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SOLUTION
INEXPENSIVECheaper than psychologists ($150 to $300 /session) and parenting courses ($1K to $3K)
PERSONALISEDDecoding psychology and parenting courses into a simpleand user-centered interface, based on parent-childneeds
SCIENCE-BACKEDBased on current parenting psychology trends, as well associal and emotional intelligence frameworks
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PRODUCT
Click on the
phone image to get
redirected into an
explanatory video
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TECHNOLOGY
ARCHITECTURE
07
08
MARKET VALIDATION
KEYWORDS
Parenting courses
Parenting courses near me,
Parenting classes
Parenting classes near me
TREND
“Breakout”+5000% increase in the past 5 years
Funding round closed on Jul, 2019
US$325 K
Android
Downloads
+10K
Android
Downloads
+50K
iOS release Nov 2018 Android release: Feb 2019
Android releaseAug 2018
iOS releaseFeb 2018
Funding round closed on Feb, 2017
US$1.6M
Android releaseJun 2019
iOS releaseFeb 2019
Android
Downloads
+100K
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MARKET VALIDATION
20% engaged with the product
73%Willing to be a beta tester
62% provided contact details
64%Willing to pay
140 Surveys +
35 F2F Interviews
In progressProduct demo survey
(ParentalEQ independent surveys, 2020)
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MARKET VALIDATION
PARTNERSHIP AGREED WITH
PsychologyResearch centers and networks
Disclaimer : 'committed to support our current research and have agreed a pilot (subject to commercial discussions)'
Leading Parenting Brand In Australia
Social purpose organisaton focused on the mental health of young Australians
PARTNERSHIP NEGOTIATIONS WITH
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PA
RE
NTA
LE
Q B
US
INE
SS
MO
DE
LACQUISITION
CAC $10/Download
Targeted Digital
Partners Eg: UNLTD
BABYOLOGY
PR & Influencers
Highly visible parents & psychologists
Profile
Parent & Child
Programs
Free Trial 14 Days Create Habit 14+ Days
Content
Micro-Learning
Progress
Ou
tcom
e
Micro Sessions
Activity
Feedback Loop
Δ H2 : 4 Activities 1 Intervention
Δ H1 : 3 Sessions
TRIAL CONVERSION
Parents
1
2
3
1 - 5
1 - 5
1 - 5
$15
$20
$25
mn
thm
nth
mn
th
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Kids Pricing
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MARKET SIZE
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UNIT ECONOMICS
CAC = $10CS = $30
USER
ActivationFree Trial
Churn rate = 30% over year
ChurnRenew?
x
Each program = 3 to 6 months
Customer Lifetime
Buy Renew Renew
$20 $20 $20
= $240 Yearly Value
+ +
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GO-TO MARKET
PHASE 3
PRODUCT
10 programs
More Automation
Ψ Coaches
PHASE 2
MVP
Create app with 2 programs
Team
PsychDEVUX Growth
Target 300 Customers
PHASE 1
ANALOGUE VALIDATION
Use limited funds to service 10 customers
Need Psych resource & limited tech
PHASE 4
SCALE & AUTOMATION VIA AI
50 programs
AI Coach
Gamified
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THE PARENTALEQ TEAMFO
UN
DER
S
CTO
LUKE LEWANDOWSKIFRANCISCO FLEMINGVIJAY SOLANKI
CEO CPO
Health Expert, EntrepreneurGlobal marketing & Innovation
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Technology, Engineering
AD
VIS
OR
Y
BUSINESS EDUCATION
VINCENT CREIGHTONEVAN KALDOR
CEO The Parent Brand COO Academy Xi
PSYCHOLOGY
Prof. MARC DE ROSNAY
Psychologist, Researcher & Academic Director
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FOUNDERS BIO
VIJAY SOLANKI
CEO
Global marketing & Innovation
Vijay is an experienced executive in marketing & innovation with 25 years local & global experience. After graduating in Psychology, he joined
Unilever working on brands like Dove and Comfort in brand management and innovation.
Vijay has also held senior marketing & innovation roles in media launching new product, services and campaigns for Global Radio in the
UK and SCA in Australia. Vijay was launch marketing director for Shazam building the brand & launching the service.
In Amsterdam Vijay helped build a global digital innovation program for Philips with over 30 hackathons and 7 product launches including oral
healthcare, mother & child care.
His focus since 2018 is to build purpose-led business. He spent 18 months consulting in parenting and education before embarking on
ParentalEQ.
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FOUNDERS BIO
Francisco is a Healthcare professional with a Master’s degree in Health Science and Technology.
He has worked in Chile, Spain, and France as a clinician, lecturer, and medical research officer in more than 15 healthcare projects. After
building his own startup in the aged-care sector in Australia, Francisco has worked in the past years as a product management consultant leading the scientific research validation, product development and
international launch of digital health and disease management products from Australia to NZ, UK, USA, Canada and France.
Francisco was gold-medalist in the Chilean University Karate Championship for 4 consecutive years, and he got the 5th place in the
WUKF World Karate Championship Romania in 2013. He speaks Spanish, English, and French.
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FRANCISCO FLEMING
CPO
Health Expert, Entrepreneur
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FOUNDERS BIO
Luke is a passionate technologist with a background in computer science and software engineering. In recent years, Luke worked on various small to large products often from idea to a working MVP and then iterating
into fully operational, revenue-generating products.
Luke has experience in Finance, eCommerce and Media industries where he was in charge of building, architecting (infrastructure and software
architecture), selecting technology & patterns as well as long term strategy.
His last major product was 7plus for Seven West Media - where he worked on getting MVP to the market. After two years, 7plus’s
development team was made out of 30 engineers and delivered 12 platforms that include iOS, Android, Web, SamsungTV, Telstra TV and
many more.
Luke has also built a service for an Australian leading kids media company that focuses on solving problems around kids’ daily routine for parents.
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CTO
LUKE LEWANDOWSKI
Technology, Engineering
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WHY NOW?
Mental health trends
Children 20% increaseAdult 50% MH Diagnosis Stems from Childhood
COVID-19
Opportunity to help with anxiety & build resilience
Longer term economic challenges
Increased need for emotional well-being servicesDecreased ability to pay for Ψ
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THE ASK
Expenditure
• Development: $25K• Psychologist: $10K• Others: $15K
(Mostly UX & Growth)
SUMMARY
Key milestones after investment:- Build MVP paid
services for ‘Worries and anxiety management’ program
- MVP will be used to reach 100 real customers
$50K investment to build the MVP to reach initial customers
Center for Disease control and prevention (2013) MentalHealth surveillance among children- United state, 2005 –2011. Morbidity and mortality weekly report. 62(2)
Costello, E.J., Egger, H., & Angold, A. (2005). 10-yearresearch update review: The epidemiology of child andadolescent psychiatric disorders: I. Methods and publichealth burden. Journal of the American Academy of Childand Adolescent Psychiatry, 44, 972–986.
Houtrow AJ, Larson K, Olson LM, Newacheck PW, Halfon N.Changing trends of childhood disability, 2001–2011.Pediatrics. 2014;134(3): 530–538
Kessler, R. C., Amminger, G. P., Aguilar-Gaxiola, S., Alonso, J.,Lee, S., & Ustün, T. B. (2007). Age of onset of mentaldisorders: a review of recent literature. Current opinion inpsychiatry, 20(4), 359–364.
Ryan, R., O'Farrelly, C., & Ramchandani, P. (2017). Parenting and child mental health. London journal of primary care, 9(6), 86–94. https://doi.org/10.1080/17571472.2017.1361630
REFERENCES
21Confidential - ParentalEQ Pitch deck vWeFunder
THE FIRST
PARENT
COACHING
PLATFORM
TO RAISE
EMOTIONALLY
STRONG KIDS
ConfidentialParentalEQ Pitch deck vWeFunder