Myndful, December 2014

Transcript

2. THE MYNDFUL PRODUCT TESTS FOR APOE, A GENE THAT IS LINKED TO A PREDISPOSITION FOR PROLONGED CONCUSSION RECOVERY.
3. THE COMPANY TARGETS YOUTH — BEFORE AND DURING SPORTS CHILDREN PLAY, AS WELL AS ACCURATE DECISIONS REGARDING ATHLETIC ENDEAVORS — AND HOPES TO HELP PARENTS MAKE INFORMED DECISIONS ABOUT RECOVERY PLANS AFTER HEAD INJURIES OCCUR.
4. problem MYNDFUL NEEDS CREDIBILITY IN AN INDUSTRY FULL OF INFORMATION AND MISINFORMATION.
5. we talked to people about concussions
6. “MY COACH HAS THE FINAL WORD BECAUSE BUT SOMETIMES THEY WANT YOU TO -andrew johnson, COLLEGE SOCCER ATHLETE HE WAS THE GATEKEEPER TO THE ATHLETIC FIELD, GET BACK ON THE FIELD SOONER THAN IDEAL RECOVERY MIGHT PERMIT.”
7. “MY DOCTORS HAVEN’T BROUGHT UP MY THEY DON’T SEEM TO BE CONCERNED.” CONCUSSIONS AFTER I STOPPED PLAYING SPORTS. -will espinoza, COLLEGE FOOTBALL ATHLETE
8. “THERE ARE SO MANY WONDERFUL THINGS TO TAKE AWAY THE MAGIC.” ABOUT SPORTS TEAMS AND NO ONE WANTS -eliza cram, MOTHER OF THREE
9. we talked to people about genetic testing
10. “GENETICS IS A UNIQUE FIELD OF MEDICINE. PEOPLE FEEL THIS INNATE RIGHT TO KNOW WHAT THEIR DNA IS.” -martha thomas, GENETIC COUNSELOR
11. we talked to people about alzheimer’s disease
12. -katelyn mason, DAUGHTER OF CAREGIVER “AFTER SEEING MY GRANDMOTHER SUFFER FROM ALZHEIMER’S, IT WOULD HAVE BEEN HELPFUL TO KNOW IF SHE CARRIED THE APOE E4 GENE TO HELP US BEGIN TO PREPARE FOR EARLY SIGNS. NOW, MY GRANDMOTHER IS IN COMPLETE DENIAL THAT SHE HAS THE DISEASE AND IS REFUSING PROFESSIONAL CARE. IT’S TEARING MY FAMILY APART.”
13. weaknesses strengths INDEPENDENT FROM BIG PHARMA BRAND STORY WELL-ROUNDED CEO HEALTH DIAGNOSTICS LABORATORY YOUNG BUSINESS NARROW FOCUS NO RECOGNITION/CREDIBILITY NO IDENTITY NO REPEAT CUSTOMERS LACK OF POST PURCHASE INTERACTION
14. opportunities threats CONCUSSION-ONLY SPACE COGNITIVE HEALTH ALZHEIMER’S YOUR MIND IS WHAT DETERMINES WHO YOU ARE EDUCATOR ON KEEPING YOUR MIND HEALTHY FDA / LEGAL ISSUES 23ANDME / OTHER COMPETITION TRENDY DOCTORS QUESTIONING VALIDITY
15. ! wide range ! narrow range ! ancestry-based ! disease / injury-based
16. the issue with the current position THE MAIN FOCUS IS ON SPORTS-RELATED CONCUSSIONS, IGNORING OTHER CAUSES OF CONCUSSIONS. LIMITING THE TARGET POOL TO PARENTS WITH YOUNG KIDS IGNORES A SET OF INDIVIDUALS WHO COULD BENEFIT FROM THE TEST. 1 2
17. the issue with the current position THE APOE GENE IS ASSOCIATED WITH MORE HEALTH CONDITIONS THAN ONLY CONCUSSIONS. THERE IS POTENTIAL FOR THE B.I.R.T. TEST 3 TO ATTRACT A WIDER RAGE OF CONSUMER GROUPS, WHO ARE CONCERNED WITH KEEPING THEIR MIND HEALTHY.
18. opportunity LET’S EMBRACE THE POSSIBILITY OF THE APOE GENE. IT SAYS MORE ABOUT THE MIND THAN JUST PROLONGED RECOVERY FROM A CONCUSSION. IN THE CONTEXT OF THE COMPETITION, SPECIFICITY IS BETTER. IT LENDS ITSELF TO MYNDFUL’S CREDIBILITY.
19. mind identity THE CHAMPION OF YOUR
20. communication
21. THE APOE GENE HAS INCREASED RISK OF ALZHEIMER’S DISEASE. THE COMMON LINK (OTHER THAN THE GENE) THEREFORE, FOCUS ON THE MIND ASSOCIATIONS WITH PROLONGED CONCUSSION RECOVERY, BUT ALSO IS THE MIND. AND ITS CONNECTION TO ONE’S IDENTITY.
22. ALZHEIMER’S DISEASE — MYNDFUL IS THE APOE GENETIC TEST COMPANY THAT HELPS YOUR FAMILY PLAN FOR THE FUTURE. position FOR THE CARETAKER WHO SEEKS INFORMATION ABOUT BRAIN HEALTH — REGARDING CONCUSSIONS OR
23. CARETAKER PEOPLE WITH AGING PARENTS AND YOUNG CHILDREN AGES 37-52
24. EXPAND FROM A CONCUSSION-BASED COMPANY TO INCLUDE INDIVIDUALS THERE ARE 76.4 MILLION BABY BOOMERS, CHILDREN AND / OR AGING PARENTS. AFFECTED BY ALZHEIMER’S DISEASE. MANY OF WHOM ARE TAKING CARE OF target: CARETAKERS primary
25. target: 130,000 VIRGINIANS ARE LIVING WITH ALZHEIMER’S DISEASE. CARETAKERS 43.5 MILLION OF ADULT FAMILY CAREGIVERS CARE FOR SOMEONE 50+ YEARS OF AGE AND 14.9 MILLION CARE FOR SOMEONE WHO HAS ALZHEIMER’S OR DEMENTIA. primary
26. brand identity recommendations
28. keep the name and logo. THEY FIT THE NEW POSITIONING BETTER THAN OLD POSITIONING. CHANGE THE GREEN COLOR OF THE LOGO. THE COLOR SHOULD BE MORE SUBDUED AND EASIER ON THE EYES. IMAGERY SHOULD SHOW PEOPLE IN THEIR ENVIRONMENTS, DOING WHAT IS MOST IMPORTANT TO THEM.
30. rename the b.i.r.t. test. THE NEW NAME SHOULD BE MORE COMPREHENSIVE AND RELATED TO THE GENE ITSELF. THE APOE INDICATOR TEST.
32. market to people interested in brain health
33. YOU, YOU. WHAT MAKES YOUR MIND IS