Photo - LUI - Neurozentriertes Training
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LUI - Neurozentriertes Training

Luise Walther

Germany
Market: Auto Maintenance
Stage of the project: Prototype or product is ready

Date of last change: 17.06.2021
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Idea

Germany – a land of pain.
Old therapy approaches are popular but are limited in treatment focus or involve highly invasive surgery.
Research suggests a new way of thinking about pain.
Since 2018, I have been working with patients and clients with a neuroscience-backed training program.
In March 2021 I launched a first app to further professionalize online neuroscience training:
a 4 week online course, back pain focused an priced at €400.
With 300k in funding we can accelerate the roadmap:
- Re-launch of app and add additional programs

Current Status

Since 2018, I have been working with patients and clients with a neuroscience-backed training program.
- More than 5,000 sessions in person with clients and patients
- High willingness to pay with €150/h for live 1:1 sessions
- Expert status in popular and trade press

Since 2020, I have started initial digitization of my program.
- Live personal session converted to online session
- Online with same €150/h price point as offline training program
- Additional online-only program content priced at €300/h


In March 2021 I launched a first app to further professionalize online neuroscience training:
a 4 week online course, back pain focused an priced at €400.
- Personalization: Holistic questionnaire includes Status Quo of Vision, Balance, Breathing and Movement.
- Education: Knowledge transfer on pain management and applied neuroscience as bite-sized content.
- Workouts: Daily sequential workouts for body and brain includes Vision, Balance, Breathing and Movement.

Market

The focus is initially limited to Germany. Later expansion into other countries is planned.
In Germany, every 2nd German occasionally suffers from back pain. Digitalization and online affinity are on the rise, expanding the target group to include 60-70 year olds in addition to the 30-50 year olds.
Targeted MVP has already been tested with over 85 year olds and found to be helpful.

As the health consciousness of Germans is increasing, accelerated by the Corona crisis, increasing user numbers of digital health and wellbeing products are foreseeable.

Problem or Opportunity

Old therapy approaches are popular but are limited in treatment focus or involve highly invasive surgery.
Research suggests a new way of thinking about pain.
Neurocentric training offers a new perspectiv and hollistic approach for pain treatment.
LUI starts where medical care for back pain leaves off and helps clients transition into independent training. Pain management is accessible and experiential for all people who understand and trust their bodies.

Solution (product or service)

LUI creates a focused online program based on a personalized neuro-analysis.
program that connects eyes, balance, breathing and movement. At the same time, LUI explains in detail and relevant to everyday life the connections between pain, brain and body.
In a 3-step program, pain management is addressed individually, thus addressing the root cause of the pain. An intensive neuro-analysis is followed by neuro-training in the form of an online program including short videos with exercises, impulses for everyday life and knowledge transfer. The subsequent neuro-performance program makes it possible to create a long-term self-determined and active life with LUI.

https://vimeo.com/546963295

Competitors

Current competitors are:
Kaia Health: they pursue a subscription model financed through health insurance. The approach is a biomechanical one compared to LUI's neuro-centered approach.

Other competitors:
VAHA: The fitness mirror offers workouts for at home emit motion tracking. This is also a biomechanical approach.

Physical Therapists, Gyms, Yoga Studios

Advantages or differentiators

Lui offers the End of Pain as we know it. Its a Brain Based Training end Education Coach for back pain.

The Problem:
Pain is still considered biomechanically instead of brain-based, missing up to 80% of the potential impact of smart training.
The Brain and Nervous system does three things:
1. Input: Receives sensory information, e.g. fr om eyes, balance system, receptors
2. Integration: Decides what the input means and what needs to be done
3. Output: Generates motor output, ideally painfree smooth movement

Status Quo: Output focused approach
1. Reduction + Local Focus
Instead of looking at the body as a whole, the focus is placed on the local problem
2. Biomechanical perspective
Corrective exercises fix the symptom but not the cause
3. Passive interventions
Massage, manual therapy, injections, surgical interventions without active aspects

The Solution
Brain-based training - starts wh ere pain begins.
Time to include the input and integration and start where pain begins: in the brain

Neuro Analysis
Holistic personalized questionnaire includes Status Quo of Vision, Balance, Breathing and Movement

Neuro Education
Everyday relevant knowledge transfer on pain management and applied neuroscience as snackable content

Neuro Performance
Daily sequential workouts for body and brain includes Vision, Balance, Breathing and Movement

Finance

In the current phase, the 4 weeks online program is sold for a one-time fee of 400,-€. For this, 25 paying buyers have already been won without matketing expenses.
Currently, the registration process is simplified and the online offer is expanded, which should lead to increasing numbers.
In the future, A-B testing for diversified pricing models is planned in order to test different price segments and payment methods. The current onboarding in the form of online analysis of 300,-€/h will be digitalized and thus scalable.
In the medium term, a continuous subscription model is planned in order to establish a solid business model.
Up-selling and the sale of live sessions 1:1 can additionally increase sales.

Business model

A three-tier model is envisaged as the business model.
Based on the personalized analysis, customers start with the 4-week program. Building on this, a 3-month program can be booked.
In the long term, a subscription model is planned to maintain continuity and motivation.
In addition, further modules are planned, which will cover the areas of wellbeing, resilience and performance.

Money will be spent on

Ask: we are looking for 300k to launch product
Uses
App dev: 50k (external)
Salaries
2x CEO: 100k
Dev: 50k
Marketing: 50k
Other: 50k

Risks

The following risk scenarios could occur:
1. the market is not yet ready and the skepticism towards this innovative concept is still too great. However, current reports on radio and television as well as professional athletes (Serge Gnabry, Gina Lückenkemper, Per Mertesacker) provide credibility.

2. competitors like Kaia Healt or Freeletics could copy and integrate the training approach. The knowledge and experience advantage should therefore be played quickly. In addition, even broader attention could even be helpful for marketing.

3. the online affinity and willingness to deal purely digitally with Gedunsheit and Wihlbefinden can flatten out after the Corona crisis. Then hybrid interfaces to live sessions, live trainers and Q+As would be conceivable.

Incubation/Acceleration programs accomplishment

Grace Accelerator - August 2020, Winner 1st price

Won the competition and other awards

Grace Accelerator - August 2020, Winner 1st price

Photos

Photo 1 - Luise Walther
Photo 2 - Luise Walther
Photo 3 - Luise Walther
Photo 4 - Luise Walther
Photo 5 - Luise Walther

Product Video

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