Product/service: We develop mind-controlled videogames which the player must control by regulating his levels of relaxation and concentration. While playing repeatedly in order to master the game, the player is practicing his ability to control his relaxation and concentration, without feeling that he is exercising great self-discipline. Te entertainment value of the game and the immediate feedback to changes in his mental activity provide short-term rewards which keep the player hooked on practicing. Market: We have released two (soon three) games on the iOS App Store in order to conduct market research regarding what design features are necessary in mind- controlled software, as well as which game mechanics and audiences are the most viable. As a result, we have identified two initial niche markets in which potential customers want the benefits of our product to the extent that they will try cutting-edge technology: personal productivity, and therapy for attentional issues. Both niches are very big globally, and we can use Icelandic companies and institutions as a testbase as well as initial market. Business model: For the market niches which we have identified, it will be best to produce PC/Mac software and sell licenses to client sites (companies and institutions). We can also serve as resellers of hardware in order to provide a complete software-hardware package to clients, and retain a commission on hardware sales. Competitive advantage: Our team includes experts in neuroscience as well as educational game design. We are the only company in the world so far to release mind- controlled iOS games, and the only company to release mind-controlled videogames on a consistent schedule. We are building a mind-game engine which will include the results of our research on the most effective mind- game interactions as well as IP we are building about principles of mind-game feedback which optimize the player’s sense of control. As a result, we will be able to more quickly create more appealing and effective mind- controlled software.
Business goals - short-term: In the next five years, build a Nordic market in personal productivity applications, while commencing clinical tests of our software to evaluate its potential in therapeutic applications. Business goals - long-term: Become the leader in Infusing entertainment with training in mindfulness (observing and regulating your own mind) so that it becomes a mainstream ability, enabling people to choose how to focus their energies to achieve more, with less stress. Multiplicity of choice and information can become a blessing again, instead of a burden. Exit strategy: We are open to a trade sale in a niche in which our products find strong adoption and proven effectiveness.
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