Contents

Problem Statement.................................................................................................................. 4

Mission..................................................................................................................................... 4

Vision........................................................................................................................................4

Value proposition..................................................................................................................... 5

Executive Summary.................................................................................................................. 5

About Company........................................................................................................................7

Innovation............................................................................................................................... 8

Innovative Solutions Proposed............................................................................................. 9

Target Market......................................................................................................................... 10

Viability.................................................................................................................................. 12

About The Director.................................................................................................................13

Why UK...................................................................................................................................15

Market Research.................................................................................................................... 17

Differentiator..........................................................................................................................19

Curfly's Differentiators:.......................................................................................................21

Services.................................................................................................................................. 22

Marketing plan....................................................................................................................... 24

Sales Strategy......................................................................................................................... 25

Risk Management Strategy.....................................................................................................27

Revenue Model...................................................................................................................... 29

Pricing Plan.............................................................................................................................30

Personnel Plan........................................................................................................................30

Financials................................................................................................................................32

Salaries............................................................................................................................... 32
 Unit Economics................................................................................................................... 32

Profit And Loss Statement.................................................................................................. 33

Cash Flow............................................................................................................................35

References.............................................................................................................................. 36
Problem Statement

In the contemporary healthcare landscape, musculoskeletal (MSK) disorders represent a

burgeoning health crisis, significantly impacting the quality of life of millions globally.
According to a report by the World Health Organization, MSK conditions are the second
largest contributor to disability worldwide, with an escalating prevalence due to aging
populations and increased sedentary lifestyles. In the UK alone, MSK problems account for
30% of all GP consultations, underlining a dire need for innovative solutions that can
preemptively identify, monitor, and manage these conditions more effectively. In this critical
juncture, the market is ripe for innovations that can seamlessly integrate into daily lives,
offering preventative insights and personalized healthcare interventions.

Mission

Curfly is on a mission to transform the management of Musculoskeletal (MSK) health

through advanced technology, making it predictive, personalized, and engaging. We aim to

empower individuals to lead active lives while effectively managing MSK conditions.

Vision

Our vision is to become a global leader in wearable healthcare technology, seamlessly

integrating innovations into daily life. We strive to shift healthcare from a reactive model to
proactive MSK health management, enabling individuals to take control of their well-being
and improve their quality of life.
Value proposition

Curfly stands at the frontier of a healthcare revolution, offering wearable technology that
harnesses the prowess of electromechanical, gyroscopic, and biomechanical sensors to
empower individuals in monitoring and managing their MSK health proactively. Our
products transcend traditional healthcare approaches by offering continuous, real-time data
and insights into users' musculoskeletal health, fostering preventative care and personalized
interventions.

Executive Summary

Curfly is a cutting-edge wearable healthcare technology company dedicated to

revolutionizing the management of Musculoskeletal (MSK) health. With a mission to
empower individuals to lead active lives while effectively managing MSK conditions, Curfly
offers predictive, personalized, and participatory solutions.

We aspire to be a global leader in the wearable healthcare technology space, fostering

healthier communities and shifting the paradigm from reactive to proactive healthcare
management. Our vision is a world where individuals are empowered with the tools and
knowledge to take charge of their MSK health, enhancing the quality of life for all.

Curfly's flagship product is a range of wearable sensors that precisely monitor the motion of
human limbs. These sensors can be easily attached to various body parts and are linked with
our user-friendly application. The application provides real-time motion visualization,
recommends specific exercises to alleviate MSK pain, and corrects body motion.
Over 20 million people in the UK, nearly one-third of the population, suffer from MSK
conditions, resulting in pain, stiffness, and limited mobility. These conditions lead to a
significant economic burden, with over 30 million working days lost annually and up to 30%
of GP consultations in England.

Our marketing plan includes targeted campaigns, interactive landing pages, educational
resources, responsive customer support, collaborations with healthcare professionals, and
partnerships with retailers. We will also leverage social media platforms, email marketing,
and endorsements from medical experts to raise brand awareness and drive customer
acquisition.

Curfly will implement marketing campaigns tailored for the UK audience, complete with a
user-friendly landing page for order placement. We will build a network of healthcare
professionals to recommend our products and explore collaborations with health and
wellness retailers.

While venturing into the MSK health tech market, Curfly acknowledges potential risks such
as market competition, regulatory hurdles, and data security concerns. Mitigation strategies
include continuous innovation, compliance with industry standards, and robust data
encryption.
About Company

In the fast-paced world we live in, Curfly is here to ensure that MSK issues do not slow you
down. We are a beacon of innovation in the healthcare sector, devoted to enhancing the
quality of life for individuals grappling with musculoskeletal pains and disorders. We
specialize in creating wearable devices equipped with state-of-the-art sensors, adept at
monitoring and analyzing the physical activities of the wearer. These devices act as a vigilant
personal health assistant, always at work, always caring for you.

Curfly's offerings encompass wearable devices available for a one-time purchase,

accompanied by a versatile software platform accessible through a freemium model. This
harmonious blend of hardware and software brings a comprehensive solution to address the
growing concern surrounding MSK problems in society. Our goal is to transform reactive
healthcare methodologies into proactive wellness strategies, providing people with the
necessary tools to lead a pain-free and active life.

Business Model

Curfly's wearable devices, available for a one-time purchase, are equipped to transform your
approach to MSK health. These gadgets are your personal health monitors, assisting you in
keeping a vigilant eye on various physical metrics that can provide invaluable insights into
your musculoskeletal health.

The soul of our offerings lies in our advanced software platform, available through a
freemium model. This software integrates seamlessly with our wearable devices, offering a
rich user interface where individuals can track, analyze, and understand their physical
metrics in real-time. While the basic version offers a range of functionalities, our premium
subscription unlocks a world of advanced features, including personalized advice, in-depth
analysis, and community support, acting as a holistic health companion.
We believe in the power of community. Curfly aims to foster a community of users,
healthcare professionals, and wellness enthusiasts, encouraging the exchange of
experiences, advice, and support, thus nurturing a collaborative approach to managing MSK
health.

Curfly is dedicated to supporting our customers at every step of their journey. We offer
robust customer support and educational resources, helping users make the most out of
their Curfly experience.

Innovation

Curfly is pioneering a transformative approach to musculoskeletal (MSK) health

management by converging wearable technology, computer vision tech, and data-driven
health strategies. In a realm where traditional MSK interventions are often reactive, Curfly
emerges as a beacon of proactive care, deploying real-time motion analysis and personalized
interventions to mitigate or prevent MSK issues potentially.

Central to Curfly's offering is its sophisticated wearable device kit, bolstered with high-
precision motion sensors. This groundbreaking device provides detailed insights into users'
limb movements. It employs computer vision technology to analyze overall body posture
and movement. Paired with our bespoke application, Curfly delivers tailored exercise
suggestions, charting a uniquely holistic route to MSK health – a currently unmatched
proposition.

Curfly's approach to MSK health, underpinned by a synergy of wearable and computer vision
technologies and a robust data analytics backbone, establishes significant market barriers.
The intricate technical nuances involved in the precision of sensors, coupled with the
advanced algorithms converting this data into actionable health insights, ensure that Curfly's
innovation stands distinct and resistant to casual replication. Our intense commitment to in-
house R&D further accentuates this, as it embodies the assurance that our innovation isn't a
mere outsourced facet but an essence of our product.

Innovation at Curfly is palpable, not just a lofty ideal. It's entrenched in our product's
blueprint, shaping its design, functionality, and overall experience. Our dedicated investment
in pioneering computer vision technology and sensor development amplifies this,
guaranteeing that the innovation isn't an external adjunct but a central pillar in our
commitment to revolutionizing MSK health management.

Innovative Solutions Proposed

Curfly is aimed to revolutionize the approach to managing MSK problems through the
following innovative solutions:

1. Advanced Sensor Technology: Incorporating tri-axis flow sensors with tri-axis inertial
sensors for capturing detailed motion data, including three-dimensional motion
velocity, motion acceleration, and attitude angles, thus providing a comprehensive
analysis of body mechanics.

2. Error-Free Measurements: Utilizing a micro flow sensor which avoids accumulative

errors, thus ensuring precise measurement of motion velocity and acceleration.

3. Neural Network Model: Establishing a neural network model to understand the

natural intra-limb coordination in the human lower limb, facilitating the accurate
determination of thigh motion from shank motion during walking and running.
 4. Personalized Guidance: Developing an application that not only visualizes the data
but also provides guided advice on the movements that can help in reducing the pain
and fostering recovery from MSK problems.

By integrating advanced technology with personalized healthcare, Curfly seeks to emerge as

a leader in the market, offering innovative solutions to individuals grappling with MSK issues,
thereby promoting a healthier and pain-free lifestyle.

Target Market

The target market for Curfly can be segmented into several groups characterized by their

unique needs and lifestyles. Here are the potential target markets:

1. Individuals with Pre-existing MSK Conditions:

 Adults and seniors with chronic musculoskeletal conditions such as arthritis,

fibromyalgia, etc.

 Individuals recovering from MSK injuries or surgeries.

2. Active Lifestyle Enthusiasts:

 Athletes and fitness enthusiasts seeking to prevent MSK injuries through

proper monitoring and alignment of their physical activities.

 Individuals engaged in physically demanding professions who require

continuous monitoring to prevent potential MSK issues.

3. Corporate Sector:
  Companies looking to integrate wellness programs to mitigate work-related

MSK issues and promote the overall health of their employees.

 Insurance companies aiming to offer personalized health plans based on data

generated from these devices.

4. Healthcare Sector:

 Healthcare providers and physiotherapists utilizing data from these devices to

devise personalized treatment and recovery plans for their patients.

 Research institutions interested in gathering data for studies on MSK health

trends and interventions.

5. Tech-Savvy Millennials and Generation Z:

 Younger generations who are tech-savvy and proactive about their health.

 Individuals who are keen on utilizing technology to monitor and improve their

physical wellbeing.

6. Educational Institutions:

 Schools and colleges integrating these devices into their physical education

and health programs to foster a culture of proactive health management.

Viability

Fahad would be an excellent candidate to start CURFLY, given his extensive experience in the
financial services and retail industries, as well as his education in business management
from a prestigious institution in London. His ability to perform the necessary tasks and
recognize opportunities for improvement, as well as his proficiency in handling human
relations, make him well-suited for a leadership role. Fahad's management skills, including
his analytical thinking and ability to resolve ongoing issues, demonstrate his potential to
successfully lead and mentor individuals in a team environment.

Furthermore, Fahad's adaptability to new and challenging environments, combined with his
strong computer skills and experience in various office and coordination roles, equip him
with the necessary skills and abilities to effectively manage multiple workloads and deal with
large amounts of data. His experience as an Accounts Manager, Merchandise and Cash
Office Specialist, and Office Assistant cum Coordinator, highlights his proficiency in managing
finances, staff, and customer relationships.

In addition, Fahad's education in business management, combined with his willingness to

take the necessary actions to implement improvements, makes him an asset for CURFLY. His
ability to convert an understanding of human nature into an approach that gains the
cooperation of others, as well as his willingness to explore all alternatives and apply general
rules to specific problems, make him a strong candidate for starting CURFLY.
Awais seems to be an experienced and highly skilled professional with a diverse background
in various industries such as health care, marketing, and product management. He has a
track record of transforming underperforming teams into productive and profitable ones,
and is dedicated to expanding client bases by building lasting relationships. Additionally, he
has demonstrated his ability to implement successful business strategies, increase revenue,
and attract customers through creative promotional approaches.

His strong skills in technical analysis, innovative thinking, and quality control, as well as his
proficiency in software such as Microsoft Office, Fl Studio, and Cubase Production, make him
well-equipped to tackle the challenges that come with starting a new business. Furthermore,
his strategic thinking and experience in staff management, combined with his education in
physics and business development, make him a well-rounded and competent candidate for
the position of director at CURFLY.

About The Director

Fahad is a young, ambitious and energetic professional with quality experience in the
financial services and retail industries. He holds a Diploma in Business Management from a
prestigious academic institution in London. Fahad's ability to perform tasks, conceive, and
motivate to develop an amazing ability to recognize opportunities for improvement and
implement workable solutions sets him apart.

Fahad is a skilled manager, possessing the capacity to handle human relations and the
willingness to take pre-requisite actions to implement worthwhile method improvements.
He can influence attitudes towards prospective method installations and possesses solid
management skills. He has demonstrated proficiency in leading and mentoring individuals to
maximize productivity, while forming a cohesive team environment. As an analytical thinker,
Fahad consistently resolves ongoing issues or defects and is often called upon to consult on
problems that have eluded resolution by others.
Fahad is adaptable to new and challenging environments and is a good team player and
quick learner. He has expertise in using Windows, MS-Office, AutoCAD, and Photoshop.
Fahad has worked in several organizations, including Expert International Technical
Contracting Co LLC as an Accounts Manager, TK Maxx as a Merchandise and Cash Office
Specialist, and Zenith International as an Office Assistant cum Coordinator. In these roles, he
has demonstrated his ability to handle multiple workloads, deal with large quantities of
financial data, and maintain computerized data.

Fahad holds a Diploma in Business Management from the London Business Academy and a
Bachelor of Commerce from the University of Karachi. He also holds a High School Certificate
from the Govt. Degree Boys College and a Secondary School Certificate from Eden Public
School.

Awais is a highly skilled and strategic individual with an exceptional background in the
Health Care industry. He is highly experienced in building lasting customer relationships and
has a strong background in Technical Analysis, Innovative, Quality controls, Business
planning, Sales and marketing, Microsoft Office, Strategic planning, FL Studio, Training and
Development, Urdu, Staff Management, and music production skills.

Awais has a rich work history, starting from his role as Regional Director at Citilab/C Lab Pvt.
Ltd., where he attended weekly meetings to optimize strategies and monitored staff
performance. He visited sites periodically to ensure the adherence of global service
standards and handled problematic customers to maintain excellent customer service. Awais
implemented business strategies, increasing revenue and effectively targeting new markets,
and initiated mentoring programs to help employees improve areas of weakness. He also
assisted in recruiting, hiring, and training of team members and initiated several services
such as Home care and Hijama services to attract customers. He even innovated Covid-19
Home care units.
Awais has also served as an Area Manager at Chughtai Lab where he transformed
underperforming teams into productive and profitable teams. He dedicated himself to
expanding the client base by building lasting relationships and conducted training sessions to
educate employees on best practices and procedures to increase profitability. He
collaborated with technical and administrative teams to develop and implement successful
corrective plans.

Awais's previous experience as a Product Manager at Chas. A Mendoza (MGC) has equipped
him with the skills to boost customer base penetration using creative promotional
approaches. He coordinated design meetings and decisions with internal departments and
teams and compiled product and customer data to generate informed profit projections. He
even served as a Marketing Executive at Reckitt Benckiser where he launched marketing
activities for new product lines and market penetration.

Awais holds a Bachelor of Science in Physics from the Federal Urdu University of Arts,
Science & Tech and has completed a Lab Management Program and Covid-19 Safety &
Precautions Guide. He has certifications in Business Development and Customer solution,
and he also has a passion for music production, singing, and playing the guitar.

Why UK

In recent years, the UK has experienced a steady surge in the prevalence of musculoskeletal
(MSK) conditions, impacting a significant portion of the population. These conditions are not
just a health concern but are also weighing heavily on the economy and the healthcare
system. The rising numbers delineate an urgent need for innovative solutions like Curfly to
alleviate the adverse effects of MSK conditions. This report encapsulates why the UK market
is a focal point for implementing Curfly's solution.
The Current Landscape of MSK Conditions in the UK

As it stands, nearly one-third of the UK population is grappling with a form of MSK condition.
This translates to over 20 million individuals enduring ailments such as arthritis or back pain,
which profoundly impair the quality of life and individual independence. These ailments
manifest through a variety of symptoms including chronic pain, stiffness, and limited
mobility.

Furthermore, MSK conditions have far-reaching impacts, transcending personal health and
infiltrating the economy. It's estimated that upwards of 30 million workdays are lost annually
due to MSK-related conditions. This represents a significant dent in productivity and
contributes to economic stagnation.

The Escalating Demand for MSK Services

The healthcare sector is increasingly burdened with the mounting cases of MSK conditions.
Annually, MSK ailments account for up to 30% of GP consultations in England, and this figure
is on an upward trajectory.

Moreover, an aging population exacerbates the situation, with projections indicating that by
2030, over 15.3 million individuals in the UK will be aged above 65. This demographic shift
foreshadows an impending surge in the demand for MSK services, presenting a window of
opportunity for solutions like Curfly to play a significant role in addressing this looming
healthcare crisis.

Economic Ramifications and Market Potential

The economic landscape of the MSK treatment market in the UK is poised for significant
growth, anticipated to achieve a revenue milestone of USD 4.81 billion by 2023. This growth
trajectory is expected to maintain a steady pace, with a projected annual growth rate of
2.07%, culminating in a market volume of USD 5.22 billion by 2027.

Furthermore, the global scenario also presents an encouraging picture, with the United
States leading the charge with a projected revenue of USD 59.36 billion in 2023. Such figures
emphasize the extensive market potential and the necessity for innovative solutions that
Curfly proposes.

Given the current state of affairs, the introduction of Curfly's wearable technology solutions
is not just timely but crucial. By offering a proactive approach to managing MSK conditions,
Curfly stands as a beacon of innovation, ready to transform the lives of millions in the UK.
Through continuous monitoring and gathering vital kinematic data, Curfly empowers
individuals to regain control of their lives, potentially averting the progression of MSK
ailments.

Market Research

The musculoskeletal disorders market is projected to reach $7.9 billion by 2027, growing at a

CAGR of 6.9% from 2022 to 2027. Musculoskeletal disorders, affecting muscles, nerves, and

joints, are prevalent globally with 1.71 billion individuals impacted, as per the 2019 Global

Burden of Disease study. These disorders range from conditions like rheumatoid arthritis and

osteoarthritis to injuries such as fractures. The increasing prevalence underscores the vast

potential and need for effective treatments in this sector. [1]

Projected to reach a commendable US$184.30bn by 2023, the market for treating

musculoskeletal diseases showcases a promising growth trajectory. With a CAGR of 2.59%

forecasted from 2023-2028, the market is estimated to further ascend to US$209.40bn by

2028.

A key player in this growth is the United States, set to dominate the global landscape with a

significant revenue contribution of US$59,360.00m in 2023. The rise in the adoption of

regenerative medicine techniques within the U.S. underscores the nation's pronounced

market presence and hints at its pivotal role in the global arena. [2]
The UK sees a significant number of its residents affected by arthritis and musculoskeletal

(MSK) conditions. Here's a breakdown:

Osteoarthritis (OA): Affecting a substantial 10 million people, of which:

Knee OA accounts for 5.4 million.

Hip OA affects approximately 3.2 million.

Rheumatoid Arthritis: Around 450,000 adults have been diagnosed.

Psoriatic Arthritis: An estimated 190,000 adults live with this condition.

Looking at MSK conditions as a whole, nearly one-third of the UK populace, or over 20

million people (20,295,706 precisely), are affected. This encompasses 11.6 million women

and 8.7 million men across all age groups. [3]

In the fiscal year 2021-2022, arthritis and MSK conditions stood as significant contributors to

prescription costs in England. An impressive total of approximately 30 million prescriptions

were dispensed specifically for MSK conditions and joint diseases. This translated to an
expenditure of roughly £151 million, underscoring the substantial demand and financial

burden these conditions place on the healthcare system.

In 2023, musculoskeletal conditions were notably prevalent among the elderly population in

the UK. Data revealed that the age group between 75 and 84 years exhibited the highest

prevalence, with 63% of individuals within this bracket living with a musculoskeletal

condition. A clear pattern emerges when examining the data; as age increases, so does the

likelihood of having a musculoskeletal condition, emphasizing the correlation between age

and the onset or exacerbation of these disorders. [4]

The rising prevalence of musculoskeletal (MSK) conditions globally, particularly in ageing

populations, underscores the pressing need for effective MSK treatment devices. These

devices, which range from wearable sensors to advanced orthopaedic equipment, play a

pivotal role in diagnosing, managing, and treating various MSK ailments, enabling patients to
regain mobility and alleviate pain. As modern lifestyles contribute to an increase in MSK

disorders – from sedentary work patterns to increased physical activities – the demand for

innovative, efficient, and accessible MSK treatment devices is more pronounced than ever.

Moreover, with the healthcare sector's shift towards personalized and remote care, these

devices not only provide immediate relief but also empower patients with data-driven

insights into their conditions. Given their transformative potential in enhancing quality of life

and reducing long-term healthcare costs, MSK treatment devices stand out as an

indispensable component in the contemporary healthcare landscape.

Differentiator

1. Joint Academy:

Focus: Digital health platform for musculoskeletal (MSK) conditions.

Business Model: Subscription fee reimbursement from health insurers in the UK.

Key Features: Personalized exercise programs, wearable data tracking, and one-on-one
support.

2. Omada Health:

Focus: Virtual programs for chronic conditions such as diabetes, prediabetes, and
hypertension.

Business Model: Subscription fees for employer and health plan partners outcomes-based
payments.

Key Features: Self-assessments, wearable data tracking, one-on-one support, and health
outcome tracking.
3. Kaia Health:

Focus: Digital health platform targeting MSK conditions.

Business Model: Subscription fee reimbursement from health insurers in Germany.

Key Features: Personalized exercise programs through an app, real-time feedback, and
progress tracking.

4. Physitrack:

Focus: Virtual care platform for physical therapists.

Business Model: Subscription fees and usage fees per patient.

Key Features: Personalized treatment plans, real-time feedback, form tracking, and progress
analytics.

5. Hinge Health:

Focus: Digital clinic for MSK conditions.

Business Model: B2C subscription fees and B2B partnerships with employers and health
plans.

Key Features: Wearable sensor tracking, one-on-one support, and data analytics.
Curfly's Differentiators:

1. Unparalleled Customization:

Curfly's exercise algorithms are advanced, considering not just the physical condition but
also the user's lifestyle, work habits, and mental well-being. This results in a truly holistic
approach to health and wellness.

2. Comprehensive Care Beyond Physical:

While competitors focus primarily on physical ailments, Curfly believes in the symbiotic
relationship between the body and mind. Our platform offers integrated mental health
support, ensuring users have resources for their overall well-being.

3. Global Approach:

Unlike competitors who focus on specific geographical markets, Curfly's model is adaptable
to diverse global markets, considering cultural nuances and local healthcare systems.

4. Data-Driven Insights:

Curfly's use of AI and machine learning goes beyond exercise recommendations. It

anticipates potential health challenges, suggests preventive measures, and provides
actionable insights for users to understand their health trajectory.

5. Advanced Computer Vision Capabilities:

Curfly integrates cutting-edge computer vision technology to provide real-time feedback on
users' exercise forms, posture, and movements. This ensures that exercises are performed
correctly, reducing the risk of injury and increasing effectiveness.

7. Flexibility in Pricing:

Understanding the diverse needs of our global user base, Curfly offers a tiered pricing model
that allows users to choose from basic to premium features, ensuring accessibility for all.

While the competitive landscape in the digital health domain is intense, Curfly's dedication
to holistic well-being, global adaptability, community-building, and a robust partnership
ecosystem sets it apart. This differentiation strategy ensures Curfly is addressing immediate
health concerns and building a foundation for long-term holistic wellness for its users.

Services

At Curfly, our vision is to reshape the musculoskeletal (MSK) care landscape, merging
innovation and compassion to deliver solutions tailored to each individual. Recognizing the
unique challenges of MSK conditions, our portfolio of services is sculpted to provide relief
and empowerment. Here's an in-depth look at our pioneering services:

1. Advanced Wearable Sensors with Computer Vision Integration

Beyond the traditional, our state-of-the-art wearable sensors are infused with computer
vision capabilities. While remaining unobtrusive, these devices are adept at capturing
intricate motion details. By synchronizing with our software, they offer a blend of tactile
feedback and visual insights, ensuring optimal alignment and movement.
2. AI-Powered Application for Dynamic Exercise Adaptation

Our bespoke application, driven by Artificial Intelligence, is more than just a digital guide. It
adapts and refines exercise recommendations by continuously analyzing data from wearable
sensors and computer vision technology. The result? A program that evolves with your
progress, ensuring that every step you take is aligned with your recovery and health goals.

3. Live Motion Visualization and Corrective Feedback

Using computer vision prowess, our platform provides an immersive experience wherein
users can view their body's motion in real-time. More than just visualization, it highlights
discrepancies between ideal and actual movements. Instant feedback ensures users can
correct their posture or technique on the fly, reducing risks and enhancing the efficacy of
exercises.

4. Virtual Coaching and Telehealth Integration

Acknowledging the value of human touch, our platform facilitates virtual consultations with
health experts. Whether you require a physiotherapist's guidance or a health coach's
motivation, our integrated telehealth feature ensures you're never alone.

5. Accessible Pricing with Flexible Options

Keeping inclusivity at our core, Curfly introduces a dual pricing structure. Our software
operates on a freemium model, granting access to fundamental features for all. For those
seeking an enhanced experience, premium features are available. Our hardware, embedded
with cutting-edge technology, can be acquired through a one-time investment, ensuring
long-term value without the burden of recurring expenses.

Curfly's offerings are not just services but a commitment to holistic well-being. By
synergizing advanced technology with a user-centric approach, we aim to make MSK care
intuitive, effective, and accessible.

Marketing plan

Curfly is committed to revolutionizing the management of musculoskeletal (MSK) conditions

through innovative wearable technology. As we venture into the UK market, we intend to
employ a multifaceted marketing approach that encompasses digital mediums and
collaborations with healthcare professionals to enhance brand awareness and customer
acquisition.

1. Digital Marketing and Social Media Platforms:

 Brand Awareness: Leverage social media platforms such as Facebook,

Instagram, and LinkedIn to enhance brand awareness through targeted
campaigns focusing on the benefits and functionalities of Curfly's products.

 Customer Acquisition: Utilize the reach and influence of social media to

acquire customers by showcasing testimonials, product demonstrations, and
educational content regarding MSK conditions.

2. Email Marketing:
  Newsletter Campaigns: Launch a series of email newsletters to engage
potential and existing customers with updates, insights, and tips regarding
MSK health management.

 Personalized Marketing: Develop personalized marketing strategies through

email segmentation to target various customer groups with customized
content and offers.

3. Collaborations with Clinics and Doctors:

 Product Integration: Collaborate with clinics and doctors to integrate Curfly’s

wearable devices into treatment plans, thus fostering a symbiotic relationship
that benefits both parties and the patients.

 Professional Endorsements: Seek endorsements and recommendations from

healthcare professionals to build trust and credibility in the market.

Sales Strategy

We aim to leverage the power of Curfly's computer vision technology to differentiate

ourselves and penetrate the market effectively.

1. Market Research & Segmentation:

Research: We will commission an in-depth market analysis to discern the UK's specific needs
concerning digital health solutions, especially within the musculoskeletal domain.

Segmentation: Based on our findings, we'll identify primary segments, such as tech-savvy
millennials, ageing populations with chronic MSK ailments, and sportspersons.

2. Channel Partnerships:
Healthcare Partnerships: Building relationships with the NHS, private clinics, and
physiotherapy centres will be crucial. This can allow Curfly to be recommended directly by
healthcare professionals.

Corporate Partnerships: We will approach businesses, especially those with significant desk-
bound employee populations, offering them corporate wellness packages.

3. Digital Presence:

SEO & Content: Our website will be optimized for UK-specific searches around MSK
problems and solutions. In the form of blogs and articles, content will address common MSK
concerns, prevention, and treatment.

Paid Advertising: Leveraging platforms like Google Ads and LinkedIn, especially for B2B
outreach, will be pivotal. For B2C, platforms like Facebook and Instagram will be more
appropriate.

4. Engagement Strategy:

Demonstration Webinars: Regular webinars will highlight the efficacy and uniqueness of our
computer vision technology, illustrating its superiority and relevance.

User Testimonials: Real-life success stories from early adopters will be showcased, lending
credibility to our platform.

5. Localized Promotions:
Initial Discounts: An introductory offer for early adopters will incentivize trial and adoption
of Curfly's platform.

Referral Programs: Encouraging users to refer Curfly to friends and family by offering
benefits for successful referrals.

6. After-Sales Support:

Dedicated UK Support Team: Establish a local support team trained explicitly in Curfly's
technology, ensuring efficient resolution of user concerns.

Feedback Mechanism: Implement a robust feedback mechanism to improve our product

based on user insights iteratively.

With research-driven strategies, strong local partnerships, and consistent user engagement,
we anticipate Curfly to establish itself as a preferred digital health solution for MSK concerns
in the UK within the projected timeline. This strategy will be subject to regular reviews and
tweaks per evolving market dynamics.

Risk Management Strategy

1. Product Malfunctions:

 Risk: Potential malfunctioning of the wearable devices.

 Mitigation: Establish a stringent quality control process to ensure product

reliability. Offer warranty and easy-to-access customer service for product-
related issues.

2. Data Security:
  Risk: Breach of customer data, given the sensitive nature of health-related
data collected by the devices.

 Mitigation: Implement robust data encryption and security protocols to

safeguard user data. Comply with data protection regulations to ensure user
privacy.

3. Market Acceptance:

 Risk: Slow market acceptance due to the novelty of the product or skepticism
regarding its effectiveness.

 Mitigation: Engage in extensive market education through workshops,

webinars, and collaboration with healthcare professionals to build trust and
acceptance in the market.

4. Regulatory Compliance:

 Risk: Non-compliance with medical device regulations and certifications in

the UK.

 Mitigation: Ensure that Curfly products adhere to all necessary regulations

and certifications, and remain updated with any changes in legislation to
avoid compliance issues.

5. Supply Chain Disruptions:

 Risk: Potential disruptions in supply chain affecting the availability of the

product in the market.

 Mitigation: Develop a diversified supply chain strategy with backup suppliers

to mitigate the risk of disruptions.
Revenue Model

1. Subscription Services:

Curfly aims to provide premium and unparalleled access to its cutting-edge AI-powered MSK
sensors and vision technology. We offer:

Monthly Subscription: At a competitive price range of £30, subscribers gain complete access
to the enhanced motion sensing capabilities and associated features.

Annual Subscription: Offering a more cost-effective option for dedicated users, our annual
subscription is priced between £300, providing a seamless year-long experience with our
top-tier motion tracking and health monitoring solutions.

2. Data Analytics for Businesses:

Understanding employee health and wellness is paramount for businesses in today's data-
driven market. Curfly's technology not only aids individual users but also provides invaluable
insights for industries:

Companies can pay for analytics derived from their employees' use of Curfly's MSK sensors
and vision tech. This data can aid businesses in understanding the general MSK health of
their workforce and strategizing on health and wellness programs accordingly.

3. Personalized Exercise Programs:

Drawing from the rich data gathered by our MSK sensors and vision tech, Curfly offers:

Tailored exercise programs for individual users, enabling them to address their unique MSK
challenges effectively. Businesses can also invest in these personalized programs, offering
them as a health benefit to their employees, ensuring a healthier and more productive
workforce.

Scalability and Future Endeavours:

The modularity of our revenue model ensures that Curfly can scale with ease. As we evolve,
we can seamlessly introduce new features, additional services, and specialized programs
into our existing subscription plans, ensuring that Curfly remains at the forefront of MSK
health management.

Pricing Plan

Personnel Plan
CEO £30000
COO £28000
Software Engineer £27000
Technician £24000
Marketing Executing £25000
Customer Support £24000
Financials

Salaries

Salaries Breakup Salary Salary Salary Salary Salary

CEO 30,000 31,500 33,075 34,729 36,465
COO 29,000 30,450 31,973 33,571 35,250
Software engineer 27,000 28,350 29,768 31,256 32,819
Technician 22,000 23,100 46,255 72,936 80,223
Marketing Executive - - 24,000 25,200 26,460
Customer Service
- 22,800 23,940 25,137 49,194
Representative
Database manager - 28,000 29,400 58,870 64,827
Total 108,000 164,200 218,410 281,698 325,238

Unit Economics

No. of Units / Licenses

Stream Type
Year 1 Year 2 Year 3 Year 4 Year 5
Subscription (Monthly) Per month 120 204 286 457 731
Subscription (Annually) Per session 230 391 547 876 1,401
Wearable Kit Per package 350 595 833 1,333 2,132

Total No. Of Units/Licenses 700 1,190 1,666 2,666 4,265

Profit And Loss Statement
Year 1 Year 2 Year 3 Year 4 Year 5

Revenue Total Revenue (£) 140,780 251,292 369,400 620,591 1,042,594

Cost of Goods Subscription (Monthly) 240 428 630 1,058 1,777

Subscription (Annually) 690 1,232 1,811 3,042 5,110
Wearable Kit 4,200 7,497 11,021 18,515 31,105
Development Cost 2,816 5,277 7,757 13,032 21,894
Database Management 1,408 2,639 3,879 6,516 10,947
Amortization 200 200 200 200 200
Depreciation 1,280 1,920 2,560 3,200 3,520

Total Cost of Goods Sold 10,833 19,193 27,857 45,563 74,554

Gross Profit Gross Profit 129,947 232,100 341,543 575,029 968,040

Admin Expesnes Salary and benefits 108,000 164,200 218,410 281,698 325,238
Utilities 2,500 2,625 2,756 2,894 3,039
Insurance 800 1,260 1,680 2,100 2,310

Legal and professional fee 750 - - - -

Rent 9,000 9,450 9,923 10,419 10,940

Office supplies 350 893 1,462 2,060 2,688
Others - - - - -
Total Admin Expenses 121,400 178,428 234,231 299,171 344,214
Marketing Expenses Branding 750 2,100 3,150 4,200 5,250

Maintenance costs 500 525 551 579 608

Travel expenses 500 2,100 3,150 4,200 5,250

Email Marketing 350 368 386 405 425

Social Media Marketing 50 1,628 3,284 5,023 6,849

Total Marketing Expenses 2,150 6,720 10,521 14,407 18,382

Profit before Tax Profit Before Tax 6,397 46,952 96,791 261,450 605,443

Tax Tax 1,279 9,390 19,358 52,290 121,089

Profit After Tax Net Profit 5,117 37,562 77,433 209,160 484,355
Cash Flow

Years
Y1 Y2 Y3 Y4 Y5

Cash flow from operating activities

Profit for the period before taxation 6,397 46,952 96,791 261,450 605,443
Adjustments for - - - - -
Depreciation 1,280 1,920 2,560 3,200 3,520
Amortization 200 200 200 200 200
Interest - - - - -
Working capital movement: - - - - -
(Increase) in Inventory - - - - -
(Increase) in Receivable - - - - -
Increase in Payables - - - - -
Interest Paid - - - - -
Tax Paid - (1,279) (9,390) (19,358) (52,290)
Net cash inflow from operating
7,877 47,793 90,160 245,492 556,873
activities

Cash flow from investing activities

Furniture & Fixtures (3,200) (1,600) (1,600) (1,600) (800)
Office Equipment (3,200) (1,600) (1,600) (1,600) (800)
Website cost (1,000) - - - -
Net cash (outflow) from investing
(7,400) (3,200) (3,200) (3,200) (1,600)
activities

Cash flow from financing activities

 Owner's equity 28,100 - - - -
Debt financing-Local Loan - - - - -

Net cash inflow from financing activities 28,100 - - - -

Net (decrease)/increase in cash and

28,577 44,593 86,960 242,292 555,273
cash equivalents

Cash and cash equivalents at the

- 28,577 73,169 160,130 402,422
beginning of the period

Cash and cash equivalents at the end of

28,577 73,169 160,130 402,422 957,695
the period-Gross

References

https://www.statista.com/outlook/hmo/hospitals/inpatient-care/treatment-of-musculoskeletal-diseases/united-kingdom
https://www.england.nhs.uk/elective-care-transformation/best-practice-solutions/musculoskeletal/#:~:text=Over%2020%20million%20people
%20in,quality%20of%20life%20and%20independence.

https://www.arthritis.org/health-wellness/treatment/complementary-therapies/physical-therapies/physical-therapies-and-devices

https://www.nhsinform.scot/illnesses-and-conditions/muscle-bone-and-joints/exercises/exercises-for-knee-problems

https://www.versusarthritis.org/about-arthritis/data-and-statistics/the-state-of-musculoskeletal-health/#:~:text=Around%20a%20third%20of
%20the,million%20men%2C%20of%20all%20ages.

https://www.gov.uk/government/publications/musculoskeletal-health-applying-all-our-health/musculoskeletal-health-applying-all-our-
health#:~:text=MSK%20conditions%20are%20a%20group,conditions%2C%20for%20example%2C%20rheumatoid%20arthritis

https://my.clevelandclinic.org/health/diseases/14526-musculoskeletal-pain

https://www.who.int/news-room/fact-sheets/detail/musculoskeletal-conditions

https://www.england.nhs.uk/elective-care-transformation/best-practice-solutions/musculoskeletal/#:~:text=What%20are%20musculoskeletal
%20conditions%3F,injuries%20to%20long%2Dterm%20conditions.