Eureka!

’16
International B-Model Competition

Smart Sleep Sense

Unobtrusive and Contactless Sleep Tracking Device

Brought to you
By

Sleep Better, Live Better

www.mbreath.com
 Target Customers
mBreath

Day Time
Drowsiness
Early Hyper
Death tension

Insomnia
Sleep Heart
Attack
Deprivation

 30-40% of people are sleep 20% of all serious car crashes

Depression Stroke
deprived are associated with driver
Memory
 80% of Sleep Apnea Loss sleepiness
Disorder cases are
Undiagnosed Sleep Apnea cost
undiagnosed
“Only 2% discuss their lack of the United States approximately
 Top five respiratory sleep with a physician.” $149.6 billion in 2015
diseases account for 17.4%
of all deaths. PROBLEM
Who Are We?
mBreath

 The mBreath is a collection of passionate people striving to build delightful

products
 Our product promises you a sound and healthy SLEEP

 We are Full Stack Team of IITians, Digital Marketers, Inbound Marketers and
Social Media Strategists

 Science and Technology Entrepreneurship Park (STEP), IIT Kharagpur is

our working place
The Product (Smart Sleep Sense)
mBreath

Smart Sleep Sense

Go Wireless
The Product (Smart Sleep Sense)
mBreath
 Value Proposition
mBreath

Auto Health
Assessment

Breathing Auto
and Heart Connect
Related with Sleep
Disorder Doctor/Clinic

USP

Non-Contact Analyze Sleep

Pattern and
and Do Dream
Unobtrusive interpretation

Monitors your Connect you Detect

No hassle of Alerts you abnormalities
health while with sleep
bodily contact ahead of time in Heart Rate
you sleep doctor and
Respiration
Rate
The Technology
mBreath

Start Start
Physicians
Patients Device Monitor Patients Physician starts Smart
while sleeping Sleep Sense app for
physician on his device
Patient Smart Sleep Sense (mobile/web)
application is started on his Enterprise
mobile device healthcare and
RADAR patient database In app, physician sees list
Sensor starts publishing of patients registered to
heart and breathing related him
data in HL7 format via app to
IoT cloud service Selects a particular
patient

App starts a diagnostic data Gets medical data for

receiver agent given patients
Patient
Medical data Physician makes diagnosis and
On receipt, patient gets
sends diagnostic message
notified about his Sleep and
notification to enterprise
Health condition
middleware services

Patients on Internet Cloud Computing Physician on Internet

Go to Market Strategy
mBreath
Upscale households with incomes more than Rs 40000 per month with an emphasis on office workers with the
Target Market
ages of 25 and above in metro and bigger cities of India.
Positioning Statement Sleep Better, Live Better

Offering to customers We will provide Non-Contact Sleep Tracking Device

Price Strategy Price 10% below our closest competitor

Distribution Our own website as well as e-commerce websites like Flipkart, Amazon etc.

Sales Strategy Expand by 50% for this product line

Service Strategy Available through all major chains

 40 dollar discount as promotional offer

 We would be organizing a contest in which we will ask people to share our product and invite people. So
whoever will do the highest number of shares and get maximum visits will get a device for free.
 We would be giving discounts on the basis of people they invite on Facebook and WhatsApp and how many
Promotion Strategy people accept and respond to them.
 We would be giving them gift vouchers related to health like a free checkup in some renowned hospital etc.
 We will offer a 60-Day money back offer in case our device has faults.
 We would offer free shipping.

Marketing Research Conduct customer audit and identify new market opportunities.
Distribution Channels
mBreath

Order Source 1: through Order Source 2: through

store.mbreath.com website e-Commerce websites

Logistics is outsourced to our

domestic partners- DTDC
International partners- FedEx

designed in manufactured and warehoused in Customers

India assembled Bangalore,
Offshore India

Information transfer Sales inventory

Physical transfer of product maintained
Services
mBreath

60-Day Money Back 100-Day exchange 1-Year Warranty

Guarantee policy

Online Technical Online Technical

Support Forum Support
 Competition
mBreath

SWOT Analysis Competitor Features Comparisons

Strength Weakness
Smart Sleep Hello
● No body contact Feature Sense
Beddit
Sense
Withings
● No presence in the market
● Better sleep management
● Brand awareness Non-Contact ● x ● x
● Great technology and value
● Not available for windows and iOS
● Analytics and insight
● Sleep disorder diagnosis Respiration Rate ● ● x ●

Heart Rate ● ● x x

Opportunities
SWOT Threat Sleep Apnea ● ● x x

Sleep Disorder ● x x x
● High growth rate and profitability Sleep Score ● ● ● ●
of the product in the market ● Limited financial capacity
● Enhance its capability and use it in ● New tech start-ups Home Appliances
Interface
● x x x
health science to find health
parameters
Health Assessment
● x x x
Key Resources
mBreath

Operating Office Chief Financial Officer Chief Business Officer

 Revenue Model
mBreath

$199 $50 $40 $10 $99

Price/ Cost Per Promotional Transportation EBITDA

Device Offer
Device Cost
Discount REVENUE STREAM 2
Patient Referral Monthly Subscription Charge

26.8
10,000 $1 million
Crores

TOTAL AFFECTED TARGET CONSUMERS Total EBITDA

POPULATION
In the First Year, We’re targeting to tap
0.00373% of Total Affected Population of REVENUE STREAM 3
India. Extended Health analytics data storage after 2nd
year onwards
 Market Analysis
mBreath
2 in 3 Americans are interested in
Home Monitoring Technologies to
Projected Global Home Projected Indian Home improve Health or Manage a condition
HealthCare Healthcare
30%
(in 100 billions USD) (in Billion USD) 64% 25%
25% 22%
5 10
4.5 9 20% 17%
4 8 15%
7 15%
3.5
3 6
10% 8% 8%
2.5 5
2 4 5%
1% 1% 1% 2%
1.5 3
2 0%
1
1 1 2 3 4 5 6 7 8 9 10
0.5
0 Not at all Extremely
0 interested interested
2016 2020 2022 2016 2020 2022
Q. How interested would be you be in using an
In-Home Medical Device that could help you
• Global Compound Annual Growth Rate (CAGR) is above 9% Know what you needed to do, and When, to
Improve your health or treat a health condition?
• Asia-Pacific region is expected to grow fast with at least 18% CAGR Source: Philips sleep survey

• Home healthcare has the potential to replace up to 65% of unnecessary hospital visits in India, and
costs up to <20% incurred on hospital costs.
Featured On
mBreath

Source: https://www.google.co.in/search?q=iit+kharagpur+sleep+monitoring&oq=iit+kharagpur+sleep+monitoring
 Financial Highlights
mBreath

5 Year Financial Plan (in INR) 1st Year Expenses (in INR)
400,000,000
1% Research & Development
350,000,000 Cost
300,000,000
Employee's Salary
250,000,000 13% (Annexure - A)
27%
200,000,000 5% Office Rent
150,000,000
100,000,000 16% Travelling
50,000,000 2%
35% Professional Fees or
-
Legal Fees
-50,000,000 1st Year 2nd Year 3rd Year 4th Year 5th Year
Sales & Marketing
Operating Cost Revenue Net Profit Expenses

Key Assumptions
• Growth Rate in sale of products is 50% • We will be also generating revenue from patient referral and
• Employees Salary have been kept nominal for first 2 year extended health data storage. However, such income is hard
of operation to predict and hence not considered for time being
• All other expenses to increase by 10% probably, and • We have planned that 1st Year would be segregated as follows
• 0-6Months: Product Development Stage
hence considered
• 7-9Months: Necessary Legal Permission and Office Setup
• Tax Holiday will be enjoyed by a Start-Up company for • 10-12Months: Marketing and Selling Stage
first 3 Year as per law
 TEAM MEMBERS

We have a unanimous motive – to change the way people think of sleep, and to let
people get the most out of their sleep.

Prof. Aurobinda Routray Laxmi Kant Tiwari Satyapal Gupta Hemanth Pathath Arunendra Singh
Co-Founder & Chairman Co-Founder, CEO & CTO Gyanendra Singh Operation Manager & Mobile Application Developer Product Manager
mBreath mBreath Android Development Head Media Head Dual, IIT Kharagpur B.Tech, IIT Kharagpur
Professor, IIT Kharagpur M.Tech, Ph.D.(Pursuing) M.Tech, IIT Kharagpur B.Tech, IIT Kharagpur
IIT Kharagpur

Kumar Aniket Lokendra Birla Soumava Ghosh Sai Sashtha Raj VSN Janga Reddy
Avinash Prasad Data Scientist Data Scientist Data Scientist
Business & Technical Data Scientist
Finance Manager B.Tech, IIT Kharagpur B.Tech, IIT Kharagpur B.Tech, IIT Kharagpur
Development Manager M.Tech, IIT Kharagpur
Charted Accounted
B.Tech, IIT Kharagpur
 THANK YOU
CONTACT US
Laxmi Kant Tiwari
Co-Founder, mBreath
Ph.D. Research Scholar
IIT Kharagpur, West Bengal
Mobile: +91-8927917373
Email: laxmimerit@mbreath.com
Web: http://www.mbreath.com

Sleep Better, Live Better