MotherKnows Lets Parents View Their Children's Medical Records Anytime, Anywhere

We are going to move on. I'm hoping we are going to move on to MotherKnows, but, yes we are! So we are going to move on to I guess penultimate start up in this session. Please welcome to the stage, Greg Goff, co -founder and CEO of MotherKnows. Oh and also Hesky Kutscher the co-founder too. Whistling is good as well.

Whistling is fine.

Thank you. So hi, I'm Hesky, this is my co-founder Greg. And this, hold on we'll wait for it. This is my daughter Eliana. She's two and a half years old, this is her health record. Now, we all know what the nightmare scenario is, right? Mum's awake. Daughter's with a care giver, or worse with her far less informed dad and we have to take her to the emergency room.

Now how many people in the audience are parents? Show of hands? All right. So how many of you would know what's the last immunization your kid had if you were asked in the emergency room? Right. Imagine having access to all your kids' critical medical information, available to you in your pocket, accessible, anytime, from anywhere.

Luckily, two years ago a law pass which says you now own your medical records and once a proper lease is signed a doctor has to provide it to you in a timely fashion.

We intend to take full use of this new law, and bring electronic medical records to the masses starting with those who need it the most, busy, caring moms. I'm here to introduce motherknows.com, a subscription service that's going to provide to you all this information available from a secure website and a mobile app.

So let's take a look at the product. So, as you can see here, what you can focus on, and what parents will focus on immunization, their growth chart, the last mile stones and not, it will not be your cholesterol levels which most charts would show you. But let's take a deeper dive into the immunization.

Now to all of those who don't have kids, what you don't realize if they constantly ask you for this information, day care, sports team, it doesn't matter. You always need to have access to it. And it's annoying. You now see the full history of the immunization. You can print it, you have the backup pdf from the doctors, or you could email it to the day-cares as well.

So, the other part which we're going to show you now are the growth charts. I like to call this section the daddy section because it seems that's all dads care about. How big is my kid, right? And how well does he compare? Oops, we're still at the gross charts. How well does he compare to the rest of the mean?

And so all of this will provided to you. You can even compare it to siblings. See their growth charts versus their brothers and sisters shared with their friends. So we already preempted it. Obviously this is going to be available for you as an iPhone app. And if you can look at it closely, all the elements from the web is available for you in your fingertips.

Now, remember that emergency situation we just spoke about Well, to all you less informed Dads, fear no more. That information is a fingertip away. And when asked, you now know. But why stop there? This happens Used to be also the most popular camera in the world. So we figured, why not help you track all these important developmental milestones?

Again all of that is just a snap. And then you uploaded it. You could share it with your pediatrician. Or share it with your friends later on. So, how does all this magic happen? What happens is, once you come to our website and sign up, you have to sign an electronic release. We, in turn, take that release, send it to your doctor.

And your doctor will now use a new technology we like to call the fax. That's how the vast, vast majority of doctors give you your medical records. I wish it was electronic. and we ingest it. We built the system to ingest all these faxes. Our customer service team will take out all the data layers that you just got and we will upload it for you.

The key is it's effortless for the customer. Now, just so we're crystal clear to all you cautious parents out there. We are HIPAA compliant, and actually we've added extra special layers of security to make sure that even the most cautious of parents will feel good with it.

So, let's talk about what's out there today. So, currently we find that the existing players have three fatal flaws. The first, as in the case of Google Health or Microsoft Health, well, you have to enter all the information yourself. Anyone want to do that for this file? I don't think so. The second, if in the rare case that a provider actually provides you these records online, you only see that specific provider.

Who here has only just one doctor?

And, last but not least, all of these providers have a UI that is geared to whether you are two or eighty two. So, whether you are a parent it doesn't really apply to you. MotherKnows is full service. It's no effort, and it's consumer-centric targeted parents. Quickly let's talk about the market place.

25 millions moms living in the US that spend 5 to 10 billion in the first year of a baby's life. It seemed like an obvious place for us to start. Now, the other reason to start with mothers is, we actually know where to go list. There is a lot of strong baby sites, and we are already working on co-marketing partnerships with them.

Now we believe that health is the last place to have yet been impacted by the digital revolution. We are going to start with parents. We're going to continue on to all the members of the family, like seniors and parents, etc. We are MotherKnows. We are here to organize the kid's health. One busy, frazzled parent at a time.

Now, for Tech Crunch we have a special offer, a business model, that we have subscription based service. So after a set up fee, the cost will be, roughly, a cost of a latte a month. But for the first 100 users that sign up today on MotherKnows.com, you'll get the first year free. Thank you very much.

Mother knows. Oh, gender stereotyping.

All right.

OK, all male judging panel, what do you think?

Bring it on.

I think that it goes to Tony's user-centric. It is simple, it's a huge market. The question is mindshare. How do you get like those first adopters, and once they do get that information are they going to engage in that or I mean that's the big question. so what's the plan for getting people engaged in the App or do you care, like what's the point?

What do you want people to do?

Well, from a customer acquisition standpoint, how do we reach the customer? There are some very obvious partners. There are very large publishers who touch a lot of these people. And Greg's background, who was head of marketing at the largest website for expecting mothers. And so we know where to find these mothers.

And we know what apps to provide to them and we're all ready working on some partnerships actually with some really big players to provide it to them.

What's the What is it that you, what is it that makes them go ah! Thank God that I have this. What is the aha moment. What's the thing that you are pitching that just makes the mum go, gotta have it!

Well all these immunization records, that they always you know, they're always worried about getting the right immunizations. When do I have to get the right immunization? It's a crazy statistic out there. Twenty one percent of kids actually have to get reimmunized because their records get lost, and thirty percent are under immunized because they're shipped to doctors and was no idea of who immunized what.

So that's a big pain point for parents and it's clearly a huge need.

The other part is the growth chart. Their parents are obsessed with it. They constantly like to look. Let's be honest they like to compare it with each other. That is just how it works these days.

In our household we have a son who is height challenged, and so I don't know how often I want to look at that chart. But I, and again, I ask my wife. I go, what are you doing wrong? I mean I would like, I'm challenged in other ways. It's not about me, it's about him. So, I'm trying to think through.

I love that. But I don't know if I would go to that. So, I'm still killer thing that I want to drive users from, from the app.

Well, conceptually the idea of wanting to be well informed all the time. It's inherent. It's not something when we've gone out to talked to them to talk face to face, it's not something where we have to go into all this detail and describe what this is about. They get it pretty fast. The idea that I could have all my kids' medical records at my fingertips is pretty instantly compelling.

No, but I don't mean to hog the panel. So, is just to get them input the stuff is all that matters to you, or?

We're gonna do all the work.

They don't have to do any work. They just subscribe.

Yes, so kudos . I think I love the URL. That is a great name, so that's the first thing.

But didn't you think it was going to be a way for your Jewish mother to check in on what you are doing? Hey. I don't know. And I love the focus on the end user. And it sounds like you have the right team to go after this. There are two things that I think you need to be upfront about. I think users are going to go through another wave of getting burned.

And they need to be reassured. What happens to this data?

So you are asking me to put a lot of information up here and it is not about getting burned if the wrong people get access to it. What happens if you go out of business? What happens if you fail? I want that data. I just took my first mob so how do I control it? That's my first question, the second question is, I think your UI is not worthy of the quality of the idea and focus of the idea.

If you go back to MINT, I think they nailed it, right? It was beautiful. You look forward to using it, the UI is the best.

So actually for MINT, Jason who designed MINT looked at this and loved it. a funny antidote. Look, the beauty's in the eye of the beholder, so can't argue with what is pretty. We worked pretty hard at it.

As far asit would allow people to print out records and download it and we are going to built something that make it terrificly available to parents if something would happen You know, we're not in it just for the money. We are here to make the world a better place. We've though about these things in advance.

We actually thought of the adjusting our data to what household does so at the worst case scenario we just don't want to keep our customers Down the road so what is the business idea around it? So, as far as how we make money? Yeah. It's really simple. It's a subscription service. There's a setup fee.

And it is a cost of $49 a year.

You know, I would make it free. And I would make it clearly free. I think you got to focus on things that are going to make ser come back all the time, the mom and the dad. The magic with of babysitter is it starts even before the kid is born. And you're on there, and your saying we're having a baby on this date.

And you just have to go there every month to get your new, that feedback loop. And I'm afraid with this, you know I put in all this great data, or my wife does, or I do, and then, you kind of when the kids go to preschool or kindergarten. You know you are not hitting it everyday so I am kind of thinking what else can you put in this services.

I'm going in there all the time. I would start even before the kids were. All due respect, the babysitter hasn't really changed that much in 10 years. Maybe there's a mobile version of it that's more contemporary, it's more user centric. but you need community features you are missing a bunch of stuff not from features stand point but from engagement stand point.

Totally get it. First all I think there is probably something that was missed. You don't do any work, they all beauty of this is that you can seat back and relax, and we will do all the works for you. So that the first thing the second thing is that the milestone app where you can tract all the development of milestone of the kid and enter it.

That happens on the regular basis. The reality of this, this is really an insurance for the parents. When do they need it they have it. that's a five seconds that actually what Bijan said. Ok big around of applause for MotherKnows. I am love to find a new and interesting way to say fuck you to the judges