2016 Mobile Dev + Test April 20, 2016

Caeden is an innovative lifestyle brand that uses technology and design to inspire dynamic and engaged living.

Our Investors

Our Mission

David WatkinsCo-Founder, Chief Creative Officer

Skip OrvisChief Operating Officer

Soyoung ParkChief Marketing Officer

• Product Development DirectorEtón Corporation

• Sr. Manager Engineering Program Management - Jawbone

• Director, Engineering ManagementiPod/iPhone Accessories, Apple

• Audio Hardware Design Engineer, Apple• Catapult Electrician, US Navy• M.B.A.

M.S. Systems EngineeringB.S. Electrical EngineeringSan Jose State University

• Director of Global Marketing Donna Karan New York & DKNY

• Global Marketing Manager DKNY

• Product Development SpecialistKiss Products, Inc.

• BA in International Affairs The George Washington University

Nora LevinsonCo-Founder, President & CEO

• Co-Founder, ADOPTED, Inc.• Director of Product Marketing, Headphones

Harman International• Product Manager, Mobility

Skullcandy• Engineering Program Manager

Jawbone/Aliph• Product Development Manager

Incase Designs• M.S. Mechanical Engineering

B.S. Product Design Stanford University

• Co-Founder, President & CEO ADOPTED, Inc.

• Director, Global Mobility, Skullcandy• Director, China Operations

Jawbone/Aliph• Senior Director, Product

Incase Designs• Senior Product Manager

VF/JanSport• Vice President, Sales

Sports Alliance• Manager, Marketing, Monoptics

Caeden Team

Executive Team

Full-time Employees: 10 people. Hardware & Software Design & Engineering, Product Development, Finance, and Operations.

Q2 Ship Sona Connected Bracelet Pre-Orders

Q3 Launch Sona in boutiques

Q4 National retail launch (Linea headphones + Sona connected bracelet)

Q2 Launched Linea headphone collectionat retail

Q4 Launched Linea No10 on-ear Bluetooth headphone

Reached 600% YOY growth for direct sales (Q4 -> Q4)

Launched Sona Connected Bracelet Pre-Order

Progress Snapshot

Q2 Caeden Founded

Q3 Seed Round of $1.6M, led by Innovation Works/Idea Bulb VC

Q4 Launched Linea headphone collection (wired on-ear + in-ear headphones)

2014 2015 2016

Key Milestones

JourneyDesign

Wellness

Drive

Brand & Marketing

Our Brand DNA

MSRP $149.99

Linea Nº2In Ear Headphones

Linea Nº10Wireless On Ear Headphones

Linea Nº1On Ear Headphones

Launched 2014 Launched 2014 Launched 2015MSRP $79.99 MSRP $199.99

Linea Product Lineup

Sona Connected Bracelet for Mind and Body

ProductConnected Bracelet

for Mind + Body Health

Market Stylish, Driven,

(Stressed) Professionals

• MSRP $199, Pre-Order $149

• 22% MoM direct sales growth trend

• Pre-Orders to ship June 2016

Sona Connected BraceletThe Product

Mind + Body Health

The Market

Wellness Relevant Market TrendsHealth & Fitness Tracking Hardware

• 177% growth YoY.• Total market projected to grow from

79.6 to 237 million units (2015–20)

Mobile Health Apps• Usage grew 52% from 2014 to 2015.• Total market projected to grow from

$10B to $31B (2015–20)

Yoga• $27B total market (products & services),

an 87% increase since 2010.• 29% increase in participation 2008–12;

21M participants in USA (2014)

Meditation• 18M meditation participants in the USA

(8% of the population).• Overall adoption trends ~5 years behind yoga.• Underserved market with huge potential opportunity.

StressThe Problem

Source: The American Psychological Association's "Stress in America: 2015 Report."

According to the APA, the percentage of Americans who have:

• Had increased stress in the last 5 years: 44%

• Over-eaten due to stress in the past month: 40%

• Had trouble sleeping due to stress in the past month: 40%

and…

• Percentage of children whose say their parents’ stress has negatively impacted them: 86%

Active TimeResonance Heart Rate Variability (HRV)

• Uses your heart rate measurements to calculate Active Time.

• Active Time captures all activity, not just steps. Great for yoga, spin, weightlifting, and more.

• Also measures heart rate, calories, steps, and distance.

• HRV requires 10x the accuracy of BPM.• One daily number for overall health and stress

across your cardiovascular and nervous systems.

• Resonance breathing meditation syncs your heart rate with your breathing, building resilience to stress in your nervous system.

• Measured via accurate streaming HRV data.

The Benefits

Competitive Landscape

Smartwatches — gaining in style, but lack feature innovation

Stylish wearables — limited functionality and high price

Wellness — wide open, while Fitness is very crowded

HRV Wearables — none with broad consumer appeal

Wearable Technology

l–r: Apple Watch,$350+; Fossil Q, $295; Motorola 360, $299

Brand collaborations with known designers add little to functionality and a lot to price. For example: Intel x Opening Ceremony MICA ($500), Tory Burch x Fitbit ($300)

Misfit Ray is decently priced at $100, but still no HR functionality.

Fitbit Alta has the same features as their $50 product and no HR, but at $130.

Ringly is $200 for a vibrating notification ring with no tracking.

Apple Watch, Fossil Q, and Moto 360 are all working to improve design aesthetics, although sizes are still bulky and fashion community response has been lukewarm.

Watches will continue to gain market share. However there is a significant market segment that is still not interested in wearing a screen on their wrist.

Due to the broad functionality, it is difficult for watches to debut new features outside of data display UI/UX improvements. Many still don’t include basic heart rate tracking.

Key wellness entrants are still small, and don’t have the same tech platform as us: Spire (breathing pressure sensor) and Bellabeat Leaf (women’s health focused step-counter with breathing exercises).

Heavy competition in the athletic market space, focused on weight loss and exercise.

Extremely limited competition addressing overall wellness (mind + body health)

Caeden will be the industry leader in commercializing HRV technology in an accessible way.

There are a few niche players with HRV solutions (HeartMath, LumaFit).

Polar chest straps are able to measure HRV, but are not paired with any app or system to analyze and interpret it in a meaningful way outside of professional use cases.

l–r: Spire, $149; Bellabeat Leaf, $119

l–r: HeartMath, $130;Polar Chest Strap, $79.95; LumaFit, $130

Competitive Landscape & Positioning

Wellness Athletics

Stylish

Utilitarian

Athletic Use

Lifestyle Use

Wellness Use

Caeden Sona$199

Bellabeat Leaf$119

Spire$149

HeartMath$130

JawboneUp3$180

Apple Watch$350+

Fitbit Alta

$130

MisfitRay$99

MICA by Opening Ceremony x Intel

$500

Rebecca Minkoff$120

Misfit Shinex Swarovski

$170

Tory Burchx Fitbit$300

Motorola 360 2$299

Fossil Q$295

MicrosoftBand$200

Fitbit Charge HR

$180

GarminVivofit 2

$170

Mio Alpha 2$200

JaybirdReign$200

Polar H7$80

Lumafit$130

SamsungGear Fit

$150

Ringly$250

Withings Activite Pop

Heart Rate Sensor (25x/sec)HRV Sensor (250x/sec — 10x accuracy)

Available in 3 Colors

For Use With The Caeden App

Rose Gold & White Leather

Gunmetal & Black Leather

Gold & Black Leather

MaterialsGenuine full grain leather and interchangeable silicone bandsPremium metal hardware

ProcessorsDA14580 32-bit ARM Cortex-M0 communications processorSTM32F401 32- bit Cortex-M4 sensor processor

SyncingIntegrated Bluetooth 4.1LE Range: 3 meters minimum

SensorsDual ultra low-power, high performance MEMS digital output 3-axis accelerometers; Patented PPG (photoplethysmography) biometric sensing system

Notifications 4mm vibrating motor for call and text notifications

Storage 16Mb SPI Flash Memory; Stores 10 days of continuous data

Battery 80 mAh Lithium Polymer battery;Up to 4 days of battery life in active use

Charging Included magnetic charging cable; Optional nightstand docking system

Application Custom application for iOSwith proprietary Resonance and Active Time algorithms; Compatible with Apple HealthKit

Milled metal hardware with mirrored finish

MSRP $199Crafted with Style and Innovation

Vibrating motor for call and textnotifications

MEMS motionsensor

PPG sensortechnology

Continuous heart rate &

activity monitoring

Up to 4 days of active battery life

Genuine Full Grain Leather• Layer lamination adhesion• Edge treatment• Pin-hole robustness• Color fastness• Sweat resistance

Outer Materialization

Molded Silicone Rubber• Mold quality / flash• Hypoallergenic• Tensile strength• Pin-hole robustness• UV resistance

Mirror Finish Plated Stainless Steel• Environmental discoloration• Edge treatment• Pin-hole robustness• Abrasion testing• Bottom to top plate engagement

Steel Clasp• Life Cycle testing• Torsion strength• Reverse bend strength• Hypoallergenic

Sealed Sensor Module

Heat Staked Contacts• Metal stamping consistency• Heat stake quality• Water seal integrity

Double Shot Switch & Bumpers• Material adhesion• Surface finish consistency• Free pistonic motion• Tactile feel• Button cycle testing• Strap insertion extraction

Plastic / USW Mating Surfaces• Molded plastic formation• Ultrasonic weld consistency• Water seal integrity

Insert Molded Antenna• Properly formed stamping• Correctly placed in mold• Spine edge sharpness• Antenna to spring finger mate

quality• Range and Sensitivity testing

Dual Processor Sensing and Communications System

Vibrating Motor• Properly installed• Validate force response• Test actuated for both call &

text notifications

Lithium Ion Battery• Thermally and physically stable• Capacity cycled• Dead to charged time analysis• New / Aged active battery life

measurements

BT & Sensor Processors• Power consumption validation• Custom communication protocol• Standard BLE 4.1 interface• System power management• Dual accelerometer calibration

Flash Memory• Overall capacity validation• Read / Write protocol• Memory management• Dynamic power state

One number to track stressHeart Rate VariabilityThe Tech

MSRP $199

Interchangeablegenuine full grainleather band

Available in two sizes: S/M, M/L

· For Use With The Caeden App ·

Next generation heart rate sensor

measures heart rate variability, a more meaningful metric

to understand overall health

and stress levels.

• HRV takes the exact timing of each heartbeat peak, requiring 10x the measurement accuracy of standard BPM calculations. This data allows us to measure the overall balance of your nervous system.

• Higher HRV = more adaptability = healthier system

• HRV can be increased through physical activity, rest, and paced Resonance breathing meditation.

• Sona is the first consumer wrist-worn wearable that is able to provide HRV measurements.

Useful for understanding

1. Cardiovascular system response to activity.

2. Caloric expenditure.

3. Heart Health

Useful for understanding

1. Chronic and temporary stress.(Autonomic nervous system balance)

2. Resilience to stress.(Strength of the vagus nerve)

3. Mental/physical response to stimuli (Frequency domain analysis)

Measured ~25x/sec to find average BPM Measured ~250x/sec to find exact peak timing

What is HRV?

vs.Heart Rate HRV

837 805744 792 813759

Photoplethysmography (PPG) Heart Rate Sensing

Patented Optical Heart Rate Sensing System• Automated component placement and assembly• Calibration of bi-color microprocessor controlled LEDs• Characterization and calibration of screened optical sensor• 100% measurement for lens optical clarity• Multi-axis optical and spacial calibration• Situation variable HR sensing frequency• Real-time disturbance analysis and measurement correction

ResonanceActive Time Home Screen: Goal Tracking

Energy Graph with Active Time

Session Launcher

Resonance Breathing Pacer

Heart Rate Graph

The Caeden App

Goal Tracking on the Home Screen

Visualization of the big picture• Pulling data from all aspects of the Sona bracelet sensor compliment• Updating both real-time as well as at periodic intervals to optimize user

experience, memory management and battery life• Logical and quick navigation from highest to lowest levels• Launch and data load timing based upon Apple HealthKit and Realm data

caching• Seamless connect, disconnect, auto-sync and mode transition behavior• Graceful higher priority device interruption handling

Active Time - More Than Steps

Energy Graph with Active Time

Heart Rate Graph

Measuring Energy Expenditure With Multiple Data Sources• On-boarding flow set the baseline for advanced analysis• Calibration and validation of basic activity

• Steps, Distance, etc.• Enhanced measurement of non-ideal motion activities

• Bicycling, Yoga, Meditation, Isometrics• Next level analysis based on activity and heart rate combined

• Refined disturbance testing through specified suites of activity in a controlled environment

Session Launcher

Resonance Breathing Pacer

Building Resilience to Stress via Resonance

Paced Breathing Meditation• User selectable basic sessions• Advanced sessions - mass configurability with multiple degrees of freedom

(time, pacer, audio)• Starting, stopping and migration between sessions handled without data

loss• Real-time biometric feedback baselined against ideal and intentional

disturbance conditions• Progress reporting for both single session and multiple session trends• Handling of unexpected system interrupts, user initiated exits and

unintentional disconnects

@CaedenOfficial

Caeden, Inc. 584 Broadway Suite Nº603 New York, NY 10012