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Version 1October 2011
Abbie SteinbacherCEO, Founder
www.myfirstyoga.com
Confidential Document | Copyright©2011 My First Yoga, LLC.
Wellness concerns are on the rise costing the U.S. over $300 Billion per year
(Sources: 1. U.S. Center for Disease Control & Prevention 2. Institute of Medicine 3. Harvard Mental Health Newsletter 4. American Psychological Association (APA))
1 In 3 Children Are DepressedDepression
$104Billion 201023%
Rate of Increase for children
/Year
The Problem
1 In 5 Children are Obese Obesity
12.5MM
4.5MM19802008
$147Billion 2010
1 In 10 Children Have ADHDADHD
5.4MM
4.2MM20032007
$43Billion 2010
Confidential Document | Copyright©2011 My First Yoga, LLC.
Children are taking drugs that could have serious side effectsThe Problem
Rx
More than 25% of U.S. kids take prescription drugsMost medications prescribed to children on a chronic basis have
not been tested specifically in kids
(Sources: 1.Medico Health Solutions Inc., 2. Danny Benjamin, Duke University Pediatrics Professor)
Confidential Document | Copyright©2011 My First Yoga, LLC.
Confidential Document | Copyright©2011 My First Yoga, LLC.
Research has proven the benefits that kids yoga can provide to improve childhood wellness
The Know-ersParents and teachers working with kids in realtime do not know how to effectively implement this research
The Do-ers
Bridging The Kids Yoga Knowing-Doing GapEasy-to-Use. Engaging. Comfortable.
is a technology driven kids yoga platformthat empowers kids with a head-start to a healthy lifestyle
The SolutionEasy-to-use, engaging and comfortable kids, mothers and teachers
kids are...
Confidential Document | Copyright©2011 My First Yoga, LLC.
Empowered
FocusedBalanced
Strong
Calm
Engaged
Flexible
PowerfulEntertained
What Have We Accomplished to Date?
Confidential Document | Copyright©2011 My First Yoga, LLC.
85,000 Hits
2007Develops
MFYCurriculum
Expands Enrichment
5000+ Kids/Month
50+ Accounts
2006
Open Doors - Boston, MA Studio
100+ Families
Staff of 6 Instructors
impactedin first year
$40KInvestedFriends & Family
2010
50+ ®Characters Developed
Internally FundedBook Sells30 Stores
Parent TestedParent Approved
Award
Publish Book
120x6000+Books Sold more sold
than average self published kids book
AdvertisingBudget0$
2011 iPhone App Launches
5000+
Builds Program For New England Aquarium
Sponsored by New Balance
HighlightedBoston Globe
MFY atLIG Festival
2008
2009
HighlightedBoston GlobeNY Times
MFY Signs Boston Red Sox
PARTNER
PARTNER
Lululemon Boston 2010
In ActionWhere we’ve been
Life Is Good Festival 2010
‘Yoga With The Seals’
New England Aquarium 2010
85,000+ YT ViewsBoston Children’s Museum
Confidential Document | Copyright©2011 My First Yoga, LLC.
Who We Play WithCorporations, national organizations and global child care providers
Confidential Document | Copyright©2011 My First Yoga, LLC.
What Makes Us Unique? My First Yoga provides a practical and effective application
Healthy Active Learner
Entertainment
Education
� BO
DY CONTROL � MINDFUL AW
AR
ENES
S � PHYSICAL ACTIVITY
Confidential Document | Copyright©2011 My First Yoga, LLC.
Increases child care competitiveness and achieves measurable results in self-regulation and learning
For Educators
Success Measured
Classroom Management
Engages through entertainment and fills natural need to be physically active
For Children
Success Measured
Repeated Use Self-Confidence
Easy-to-use well-being products that meet lifestyle, taste, and budget
For Parents
Success Measured
Self-regulation Improvement
Technology Forward Products for Use At-Home & In-SchoolWhat Are We Building?
Confidential Document | Copyright©2011 My First Yoga, LLC.
Website Rebuild
Social Teaching Tools
EBooks
Mobile App Updates
Tablet App
Awareness
PHASE 3PHASE 2PHASE 1
Mobile Updates
Video Game
Immersive Apparel
Phase 1 Updates
National Awareness
Licensed Accessories
Children's Apparel
Broadcast
Phase 1 & 2 Updates
Global Awareness
6
Yoga Industry
Yoga saw the largest participation increase of any sport in 2010
(Sources:1. National Sporting Goods Association 2. 2010 US Census Report 3. Yoga Journal)
1 In 10 U.S. Adults PracticeYOGA
20.2MM
10.7MM20062010
20.2MMYoga Participants 2010
#1BILLION 2010 US Yoga Services and Accessories
$
72 Of Yoga Participants Are
Women
%
Confidential Document | Copyright©2011 My First Yoga, LLC.
A growing market place in the U.S. and beyond
(Sources: 1. Flurry 2. US Census Report 3. Leapfrog 4. Cnet)
Confidential Document | Copyright©2011 My First Yoga, LLC.
Market Size: Phase 1
11.7MM US Children enrolled in Child Care Centers
$100/Child Spent on classroom Supplies in US
25%/Child Spent on Curriculum
$293MM
Teaching ToolsConsumersChild Care CentersFeaturesSubscription BasedTiered MembershipMonthly Lesson PlansActivity SheetsOnline & Social CommunityUp Sell Physical ProductsLesson Tracking System
The market place for My First Yoga products is large and growing
Mobile
`
13.3MMMoms ages 24-45 w/ kids under 18, let kids use their Smartphone
$52/Year Average Smartphone user spendson mobile Apps
65%Of App Revenue isIn-App Purchases
$179MM
40%Moms ages 24-45 w/ have kids ages 2-6yrs
ConsumersiOSAndroidFeaturesFree Initial DownloadIn-App Purchasers Social ComponentAnimated StoriesGames/Activities
Target Market Women Ages 25-44: Affluent, Educated, Active
She’s a dedicated yogi who is earthy and spiritual. She jumps at the opportunity to introduce yoga to her child.
Yogi MomShe’s focused on the fitness and well-being of her child at any cost. She is a busy and choosy fashionista.
Yoga MamaShe’s technology driven and will spend top dollar for educational gadgets for her child and then spread the word to friends.
E-Squared Mom
She's on the look out for trend-setting child friendly kids yoga materials that make her stand out as an expert yoga instructor.
Yoga InstructorShe’s on the look out for teaching tools to help her students learn to calm their bodies and minds.
School Teacher
End User 2-6 Year OldBoys/Girls
Confidential Document | Copyright©2011 My First Yoga, LLC.
Market PlaceCompetitors
KidsPerspective
WellnessFocus Gaming
Online SocialTools
Characters MobileProducts
Competition My First Yoga has many unique strengths
Confidential Document | Copyright©2011 My First Yoga, LLC.
Baby Einstein
Dora the Explorer
LeapFrog
YogaKids
ItsyBity Yoga
Angle Bear Yoga
Wailana
Chief Technology Officer
Our Team
Founder and CEO
AB in Psychology from Harvard University
Studied how exercise contributes to self-confidence
Prior to My First Yoga, Abbie was an investment professional at Fidelity.
Division I Athlete & Captain, Harvard Swimming Team
Holds the following industry certifications: Registered Yoga Teacher (RYT)Registered Children's Yoga Teacher (RCYT) Certified Life is Good Playmaker
University of Maryland UMBC, Imaging and Digital Art
Specializes in identifying key uses for technology within the marketplace to create profitable business solutions
Creative lead with 15 years of marketing, social and digital experience (BSSP, Mullen, Isobar, Planit)
Client List Includes: Columbia Sports, Priceline, and MINI Cooper, Adidas, Prana, Rock & Ice, Reebok, General Motors, Virgin, Stanley Tools, Orvis, Underarmour, Black Diamond,Timberland, and Disney
Trevor SteinbacherAbbie Davies Steinbacher
We bring yoga, start-up, technology, and marketing experience to the table
Confidential Document | Copyright©2011 My First Yoga, LLC.
Confidential Document | Copyright©2011 My First Yoga, LLC.
Thank You