There was an application process to Startup Sauna local event, which is part of the application process to the Startup Sauna accelerator program. They asked companies to submit a slide set, with not much other instructions. So we put a bunch of different types of slides together and hoped they'll get the picture. We got invited to the local event, and based on the presentation there, also to the accelerator program.

1. AUTOMATED DIABETES
DASHBOARD
Investor deck March 2014

2. Visualizing data from
wellness trackers and
medical devices
for personalized diabetes
treatment

3. OUR VISION
Giving citizens control over their clinical
and self-monitoring data, and
facilitating communication of that data
between patients and different
healthcare services, will enable
personalized healthcare services and
improve treatment results for
empowered patients.
OUR MISSION
We make life easier for people
with diabetes by automating the
collection and management of
data required for treatment, and
improve treatment results by
helping people with diabetes and
their healthcare professionals
analyze the data effectively.

4. Healthcare organizations as Health Providers
– get paid for achieved outcomes instead of per visit or procedure
– aim for lower cost through remote care, patient portals
– favor interconnected solutions
– see new entrants to market (Apple Healthbook)
Citizens as Empowered Patients
– monitor their health, wellness and fitness using various trackers
– expect individualized treatment plans
– turn to social networks for advice

5. PROBLEMS
Making any adjustments to diabetes treatment requires a lot of data,
from an extended period of time: glucose values, medication doses,
nutrition, physical activity, etc.
“Patients find diabetes overwhelming; adding
more work may be too much for many of them
to deal with. One of my major goals is to
minimize the impact diabetes has on my
patients' lives. If an app makes life easier, then
fine. If they add another level of complication,
once again, it can become overwhelming, and
even discourage them from using the technology
they need.“ –Doctor
“My big thing is having to
manually enter data. I used
to go looking online for
apps for diabetes weekly,
but after most of them
seemed to require manual
entry, I've stopped. It
seems to be a big deal-
breaker for me.” -Diabetic

6. VALUE PROPOSITION
We make life with diabetes easier by simplifying the
management of data required for treatment.
We let people with diabetes choose the tools and devices that
best suit their individual lifestyles to make self-monitoring
easy and beneficial, fun, or even fully automatic.
We let both people with diabetes and their healthcare
professionals feel more in control over the condition and
treatment parameters by providing informative visualizations
of all factors affecting blood glucose levels.

7. DIABETES TREATMENT COSTS IN 2013: $ 548 B

8. ADDRESSABLE MARKET
Currently 1 100 diabetes apps in stores, penetration < 2%
Estimated CAGR 71%, reaching 24M active users in 2018

9. PHR
PRODUCT SOLUTION
Import data from wellness trackers Import data from medical devices
We collect data from
various sources; services
consolidating data from
wellness trackers, and
services reading data
from blood glucose
meters.
We operate as a service
on Personal Health
Record services and
visualize the data for
people with diabetes
and their healthcare
professionals

10. Glucose readings
from meter & pump
Activity, nutrition
info from trackers
Annotations
Support for multiple
meters
Patient owns the
data
Competition

11. BUSINESS MODEL: PHASE 1
Go-to-market via
• Diabetes organizations
• Healthcare organizations
• App stores
People with diabetes pay 79 € / y
(trial 6 € / 6 months)

12. REVENUE STREAMS: PHASE 2
Healthcare organizations pay for service and data
– Patient empowerment saves cost
– Personalized healthcare improves results
– Legal obligations
Pharma companies pay for data
– Valuable for product development
Insurance companies pay for data
– Improved risk calculation
– Payer role, want to improve treatment
Device manufacturers pay for integration
– Better value for users

13. CUSTOMER SEGMENTS
Diabetes type 1 Diabetes type 2
Physically active
Pump users
Our early
adopters

14. H2/13 2014 2015 2016 2017 2018 2019
Personnel 3 3 3 5 8 12 16 20 30 60 75 90
Users 2 2 500 2.5 K 15 K 40 K 70 K 250 K 600 K 1.2 M 2.5 M 6 M
Revenue 0 0 675 K 1.5 M 11.4 M 92 M 484 M
Cost 0 195 K 950 K 1.4 M 16.1 M 52 M 120 M
Ebitda 0 -195 K -275 K 100 K -4.7 M 40 M 364 M
Financials and Roadmap

15. COMPANY INFO
• Started as a team in Protomo incubator in Tampere in
September 2013
• Company founded 19 Feb 2014
• Three investors, 2 % share each (valuation 500 000 €)
• Financial support from ELY-keskus

16. Päivi Hannula, MD, PSHP
Pirjo Ilanne-Parikka, MD, Finnish Diabetes Assoc.
Jorma Lahtela, MD, UTA / UKU / TAYS
Type 1 diabetic (14 y), software pro (15 y)
Startup experience (14 y)
Type 1 diabetic (4 y), software pro (15 y)
Military software, visualisation
Healthcare PR, marketing (6 y)
Protomo startup coaching
Mikael
Timo
Assi
Advisors

17. We introduced our service in Slush conference, Nov 2013.
See the video at http://youtu.be/uKrOjDYXKQ0.
Also read about us in Slush Blog,
http://www.slush.org/2013/11/fighting-diabetes-slush/.

18. We’re on the cover of Team Finland’s and
Finnish Foreign Ministry’s annual publication
Focus on Finland. Read the magazine online at
http://focus.finland.fi/great-expectations/
You can also order a print copy, free of charge!
http://focus.finland.fi/order-print-copy-focus/

19. INVESTMENT OPPORTUNITY
Looking for 100 000 €, to
– finalize product, start user trials in Q2 2014
– launch in Finland on World Diabetes Day 14.11.2014
– prepare for next round in Q1 2015, for medical device
certification and international growth
Also looking for advice and connections

20. SUMMARY
• Sensotrend makes life with diabetes easier
with an automated diabetes diary
utilizing data from wellness trackers.
• Our team consists of diabetics and their relatives, and
we’ve got 6 top name diabetes doctors as advisors.
• We have a scalable business model with multiple
revenue streams, and a first mover advantage on a
globally growing market, driven by changes in
legislation.

21. …making sense of diabetes trends
Mikael Rinnetmäki
mikael@sensotrend.com
+358 50 3855511
linkedin.com/in/mikaelrinnetmaki
twitter.com/mrinnetmaki
www.sensotrend.com/
linkedin.com/company/sensotrend
twitter.com/sensotrend
facebook.com/sensotrend
gust.com/c/sensotrend