Vegetron.com The end of dieting.

The beginning of lifestyle mastery.

10 SLIDE OVERVIEW

Mark Berman MDObesity MedicineVegan NutritionLifestyle ChangeHealth Information Technology

McGill Physical TherapyYale Medical SchoolUCSF Clinical Research FellowshipHarvard Internal Medicine, Primary Care & Population

MedicineHarvard Health Publications, Obesity Medicine ConsultantRobert Wood Johnson Foundation, Special Assistant to

President & CEO for Childhood ObesityKeas Inc., Medical Director

About Vegetron’s Founder

Passions

Experience

A Massive Food CrisisAlmost 70% of US Adults Are Overweight or Obese

$61 Billion/year in diets, supplements, meal replacements, cleanses, exercise equipment, etc. is not cutting it.

Bariatric Surgery is not viable for everyone.

There are no highly effective and safe drugs.

Policy change is mandatory, but will take decades.

What Are We Doing?

What can Vegetron do?

Vegetron re-imagines lifestyle change as a go-at-your-own-pace online training game, which makes it simple, fun and rewarding to master the essentials of a happy and healthy plant-centered lifestyle.

Vegetron Flips Dieting On Its Head

It’s the Khan Academy of lifestyle

training

For busy young adults (18-40) who seek better health, weight loss or a

lifestyle that aligns with socially-conscious values

Vegetron

Simplifies & maps the learning curve

Keeps food social

Reframes change as mastery

3 weeks of meals, 50 core ingredients,

7 social eating

challenges, 3 exercise types

30% meals are eaten out

Change = pain. Mastery = meaningful + fun.

make them count!

A conceptual wireframe

Mastery is as simple as trying 3 highly reliable and

minimalist recipes(1 indulgent, 1 cooked, 1 raw)

Rating the ‘try’ acknowledges a step to mastery

This is STEALTH

HABIT FORMATION

Virtual points must educate

and contribute to tangible, meaningful

rewards

Social validation and knowledge sharing

One Vital Point:Food is Fundamentally Social

So Vegetron also guides social eating mastery

New habits can NOT be SUSTAINED if they are not SOCIALIZED

A simple platform for mastering eating out at any type of

restaurant, and cooking for more than 1

Cool fact: Typically you’ll eat 2oo-400 KCal more at a restaurant.And another: The more people you eat with, the more you eat.

and...

Vegetron Will Create a Healthy Food Movement

Show people they are all a part of effecting change.Together they become a Visible force.

That’s a brief overview...

Now Some FAQs!!

Any Early Prototypes/Experiments?

Here’s a clickable wireframe for a “food challenge” prototype: http://invis.io/MCYDQSP

Here’s a “food challenge video” prototype: http://youtu.be/GOv9o5oqF98?hd=1

We learned that this approach resonates widely, but it shouldn’t be the main feature of

Vegetron. However, it’s likely an important one for community engagement and

monetization.

We learned making videos is really fun, but time consuming.

What’s the bigger picture behind vegan

diets?

OK!! HERE IT IS IN 7 SLIDES...

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27

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Vega

n

Lacto

-Ovo

Vege

tarian

Pesc

o Veg

etaria

n

Semi-V

egeta

rian

Non Ve

getar

ian

28.8

27.3

26.325.7

23.6

Mean Body Mass Index (kg/m2) by Dietary PatternSource: Tonstad S et al. Type of Vegetarian Diet, Body Weight, and Prevalence of Type 2 Diabetes. Diabetes Care 2009; 32:791-6

Animal consumption leads to more obesity.

Obesity leads to numerous co-morbidities and premature mortality.

0

10

20

30

40

Lamb

Beef

Chees

ePo

rk

Salm

on

Turk

ey

Chicke

nEg

gsRice

Nuts

Broc

coli

Tofu

Dry B

eans

2.02.02.02.32.74.8

6.9

10.911.912.113.5

27.0

39.2

CO2 Equivalents Released Per Kg of Animal and Plant Products

Animal foods dwarf plant foods in their global warming impact.

Source: Environmental Working Group. Meat Eaters Guide to Climate Change + Health. July 2011. Accessed at: www.ewg.org/meateatersguide

Beyond global warming... Animal food production is environmentally devastating.

0

175

350

525

700

1965 1980 1995 2010 2025 2050

Source: Dr. Thomas E. Elam. Projections of Global Meat Production Through 2050. Center for Global Food Issues.

Current and Projected Trends in Meat Consumption (in Millions of Tons)

Unfortunately, global meat consumption is skyrocketing.

The scale of meat consumption necessitates CAFOs (Confined Animal Feeding Operations).

CAFOs employ a host of cruel animal treatment practices, along with their severe environmental and

health impacts.

Why Are Games ‘Addictive’?

Positive Emotions Relationships Meaning Accomplishments (learning, achievement, mastery)

Sources: Martin Seligman’s model for positive psychology; Jane McGonigal; Seth Priebetsh; Tom Chatfield.

Like drugs, games make us feel good. Unlike drugs, they provide

all the ingredients for psychological well-being.

What behavioral model do we think about

most?

Probably BJ Fogg’s...

Action!Motivation Ability Trigger

Three Factors Are Needed for Any Human Behavior to Happen:

The desire, know-how & behavioral prompt must happen at the same time for

a new action to occur.

Sources: Fogg Behavioral Model, BJ Fogg, Stanford. Image Model: Adapted from Michael Wu http://gamification.co/2011/06/01/the-science-of-gamification/

Mark Berman MDmbermanmd@gmail.com

617.877.0327

I’D LOVE TO HEAR FROM

YOU!