1. HealPlay is an innovative business, that is responding to the growing demand for a modernized approach to physiotherapy. It aims to revolutionize the traditional physiotherapy methods by integrating AI and 3D Body Pose technology together with sensor capabilities in the mobile phone. The core of HealPlay's product is a dual-component system: a patient app for prevention and rehabilitation, and a healthcare professional app and platform for efficient management of medical follow-ups, data analytics, and administrative tasks. This solution promises to facilitate remote physiotherapy sessions and video calls, thereby minimizing travel requirements, reducing carbon emissions, and encouraging patients to complete their treatment plans. HealPlay aspires to enhance the accessibility of physiotherapy services, improve the allocation of HCP resources, and elevate the overall standard of healthcare delivery. 1.1 The HealPlay app is designed to revolutionize physiotherapy by providing a user-friendly and engaging platform for patients. Upon logging in, patients complete an anamnesis of pain- and health issues to inform the creation of a personalized exercise program, tailored by a physiotherapist with their own AI assistant. The app's innovative use of AI, along with 3D body pose and tracking technology, enables an interactive digital coach to guide patients through their exercises on their mobile phones. Real-time visual and voice feedback ensures that patients perform their exercises correctly, with the app's adaptability catering to individual health conditions and preferences. Data collection and analysis offer valuable insights for both patients and therapists, enhancing the therapeutic process. Gamification elements like progress meters and competitions, along with rewards and discounts, serve to motivate patients, making the rehabilitation journey more enjoyable and effective. Additionally, the ability to rate their experience and physiotherapist adds a layer of interaction and satisfaction for users. HealPlay is poised to revolutionize the Swedish health sector with its innovative app designed for healthcare professionals (HCPs). This cutting-edge tool stands out for simplifying patient data collection and enhances the management of prevention and rehabilitation services. By integrating real-time data from a patient app, physiotherapists gain valuable insights into patient exercise movements and treatment progress. This enables them to tailor treatments and programs more effectively, ensuring exercises are performed correctly and treatment plans are completed satisfactorily. HealPlay's commitment to "ease of use" and its advanced AI/machine learning applications are set to make it a frontrunner in the market, surpassing international competitors and instilling confidence in both patient users and HCPs regarding the quality of rehabilitation exercises. 1.2 and 1.3 HealPlay's solution will enable digital appointments (video calls) and physiotherapy sessions at home, reducing the need for travel (lower carbon emissions) and centralizing/simplifying patient administration processes. Physiotherapy and increased physical activity improve recovery and reduce long-term sequelae of a previous injury and other health complications. Also, a complete and speedy recovery contributes to increased productivity, reduced sick leave, and optimizes the use of healthcare resources. Ultimately improving patients' quality of life. Problem: However, more than 50% of the patients do not complete their program nor meet their goals. Also, healthcare professionals (HCP) can't access and analyze patients' physiotherapy data to follow-up and make changes on a one-on-one need basis. Being able to assess if the patient is performing movements correctly and progressing in their respective program is neither possible. Also, patients find it difficult to understand instructions and lack the interest and motivation to carry out their training and finish their prevention/rehab program. Physical inactivity and the occurrence of high BMI is estimated to cost EUR 2.5 billion a year (WHO).

2. In 2020, I (Anna Unander) was on sick leave due to pelvic pain when pregnant with her first child (Vera). My muscles had shortened due to the added weight gained during pregnancy, resulting in frequent cramps. I sought physiotherapy at a clinic where a physiotherapist showed me some exercises live and gave me the exercise instructions on a paper. I found the instructions difficult to understand and the program unmotivating to complete. My own experience triggered HealPlay’s search for a seamless, user-friendly, interactive, comprehensive, knowledge-based, and motivating solution to the above mentioned problem. What more inspired me to become an entrepreneur is to be able to build something from the ground up from just an idea, to be able to create something real, to be able to influence and do good for society, to be able to decide on my own time and commitment and to be able to choose who I want work with. 2.1 I intend to make HealPlay the first digital tool in Sweden that uses AI motion tracking and sensor technology in the phone in rehabilitation and prevention. Vision: "To create a playful, motivating and accurate healing journey." Mission: "To make healthcare accessible, provide a pain-free life in mobility and maximize quality of life with rehabilitative and preventive care services for patients." HealPlay's business objectives are strategically aligned with enhancing patient health outcomes and operational efficiency. The goals are to: 1. Utilize HealPlay's products to improve patient mobility and reduce associated healthcare and social costs. 2. Boost patient engagement and consistency in following prescribed exercise and rehabilitation programs. 3. Establish HealPlay as the go-to tool for physiotherapists. 4. Stimulate economic growth by creating employment opportunities and generating revenue. 5. Monitor and contribute positively to societal and environmental sustainability. To ensure these objectives are met, HealPlay plans to implement a comprehensive follow-up strategy that includes: 1. Conducting clinical studies and cost analyses to evaluate the health and social impact of their products on variables such as pain, mental health, surgical needs, medication usage, absenteeism, productivity, and overall quality of life. 2. Developing automated systems to track patient adherence to rehabilitation and Prevention as Prescription (PaP) programs. 3. Leveraging real-time data tracking of patient progress, supplemented by Patient-Reported Outcome Measures (PROMs) and in-depth interviews to gain insights into the efficacy of training programs. 4. Performing financial analyses and reviewing annual financial statements to assess revenue growth, job creation, and profitability. 5. Measuring social and sustainability impacts against international standards and frameworks, such as the Sustainable Development Goals (SDGs), UN Global Compact, Iris+, and the Principles for Responsible Investment (PRI) by the International Finance Corporation (IFC). This structured approach aims to not only foster a robust business model but also to contribute meaningfully to the well-being of patients and the broader community. 2.2 and 2.3 The Swedish domestic market for physiotherapy services presents a significant opportunity for digital healthcare providers. The Total Attainable Market (TAM) is valued at SEK 2475 million, based on the 9 million appointments recorded in 2019 and the recommended compensation of SEK 275 per digital appointment by SALAR. The Service Attainable Market (SAM), which represents the portion of TAM that can be delivered digitally, is projected to be worth SEK 1238 million annually, assuming that 50% of primary care physiotherapy and occupational therapy appointments transition to digital platforms within five years. For HealPlay, aiming to become a leader in digital rehabilitation and prevention solutions, the Service Obtainable Market (SOM) could reach SEK 248 million annually by capturing 20% of the SAM within three years. With ambitions to double this market share to 40% within six years, the potential annual SOM could grow to SEK 495 million. On an international scale, the physiotherapy service market is even more substantial, with a TAM of USD 166 billion as of the last 2018 study. If the trend towards digital appointments continues and reaches 50% of the market, the international SAM could be valued at USD 83 billion. For HealPlay aims to take 20% of the global SAM market, amounting to USD 16,6 billion, to become a leading digital solution for rehabilitation and prevention. This global shift towards digital healthcare opens up expansive prospects for companies like HealPlay to tap into a growing demand for remote physiotherapy services. The figures suggest a robust growth trajectory for digital healthcare solutions in both domestic and international markets. 2.4 To become a leading digital solution for rehabilitation and prevention.

3. 3.1 The COVID-19 pandemic has significantly accelerated the adoption of digital healthcare solutions, reshaping the landscape of medical care delivery. The integration of technology in healthcare, particularly through telehealth services, has enabled clinicians to provide uninterrupted care while adhering to social distancing measures. The statistics highlights a substantial shift in the healthcare industry, with a vast majority of clinicians (96%) now utilizing telehealth platforms during the pandemic. This transition not only ensured patient safety but also maintained the continuity of care during unprecedented times. Moreover, the inclination of 91% of clinicians to continue using technology post-pandemic suggests a long-term transformation in healthcare practices. Innovations in computer vision and consumer technology have played a pivotal role in this shift, enabling remote patient monitoring and diagnostics, thus reducing the need for physical consultations. These advancements have not only facilitated patient access to medical care but have also streamlined the process for healthcare providers. The move towards remote care has also opened up new avenues for technology innovation within the healthcare sector. It has spurred the development of more sophisticated and user-friendly telehealth platforms, wearable health monitoring devices, and AI-driven diagnostic tools. These technologies are poised to enhance patient engagement, improve health outcomes, and reduce healthcare costs in the long run. Overall, the pandemic has acted as a catalyst for the digital transformation of healthcare, with technology innovation at its core. The continued use of these digital health solutions is likely to become an integral part of the 'new normal' in medical care, long after the pandemic has subsided.https://healthcareglobal.com/telehealth-and-covid-19/transforming-mental-health-with-digital-healthcare-in-2022

4. HealPlay's Comparative Advantage in the Domestic and International Markets Domestic Market (Sweden): HealPlay stands out in the Swedish market by offering a solution that integrates real-time coaching with video conferencing capabilities, allowing patients to communicate directly with physiotherapists. Unlike existing solutions that rely solely on instructional videos, HealPlay utilizes sensor tracking to monitor and provide immediate feedback on patients' movements, ensuring exercises are performed correctly. This technology surpasses the current market offerings, which at best, provide only a static overview of patient progress without the means to collect and analyze data comprehensively. International Market (Global): Globally, while motion tracking technology is available, it often presents as a lackluster experience with a basic user interface and limited AI feedback. These solutions typically require additional equipment to be worn by the patient, which can be costly and environmentally unfriendly. Furthermore, they lack the incorporation of gamification strategies that could motivate and engage patients throughout their treatment programs. Additionally, the international offerings are predominantly English-based and do not adhere to the specific public health regulations of Sweden or other non-English speaking countries. 4.1 HealPlay's Comparative Advantages: 1. No Additional Devices Required: HealPlay eliminates the need for patients to purchase and wear external sensors, setting it apart from competitors like Hinge Health and Sword Health. This not only reduces expenses but also aligns with a more sustainable and environmentally conscious approach. 2. Interactive Experience: Unlike its competitors, HealPlay offers a unique, interactive 3D body pose experience and gamification elements, enhancing patient engagement and potentially improving treatment adherence and outcomes. In conclusion, HealPlay's innovative approach to physiotherapy solutions offers significant advantages over existing domestic and international products. By focusing on real-time interaction, comprehensive data analysis, and an engaging user experience, HealPlay is poised to revolutionize the way physiotherapy is delivered and experienced by patients worldwide.

In the Swedish market, the potential competitors are: - Joint Academy - Rehabilitation focuses on mainly arthrosis (MSK) - Healo - Physical therapy and occupational therapy - Physiapp - Physical therapy and occupational therapy - Vitala – Prevention (Physical Activity on Prescription) - Habbie - Physical therapy, occupational therapy and Prevention There are no similar solutions on the Swedish market today. The available solutions offer only instructional videos or mirroring without real-time coaching and video conference capabilities to communicate patients with physiotherapists. Those solutions lack tracking and data technology and cannot monitor patients' movements nor provide them with feedback/coaching in real-time to do the exercises (treatment) correctly. Patients can only use surveys to give their opinion on customer service and satisfaction with the service (i.e., video conferencing technology and healthcare professionals). At most, those solutions only provide a snapshot of the progress/data made by the patient and are lack the ability to collect and analyze patient data. In the international market, the competitors are: • Kaia Health - rehab for patients with MSK disease • Hinge Health - rehab for patients with MSK disease • Sword Health - rehab for joint and muscle pain Internationally, motion tracking or motion sensor technology exists, but often in the form of a dull, empty user interface with only a joint skeleton to mimic a patient's movements with an AI feedback voice. The AI feedback voice is limited to a few simple commands and requires the use of extra equipment (devices) attached to the patient body. Also, those solutions have not integrated gamification as a strategy to monitor, encourage and motivate patients to continue training and complete their treatment program. International solutions are not available or only available in English and are not compliant with the Swedish public health rules and regulations to work. The same issue applies for other countries and languages.

HealPlay is leveraging a multi-faceted revenue model to monetize its services and offerings in the physiotherapy and wellness space. Here’s how we are generating income: Subscription Plans: Premium Membership: This is the core revenue stream where users pay for advanced features, personalized programs, and exclusive content. This adds significant value for users seeking a more tailored experience. Patient Subscription Plans: Patients can choose from a variety of subscription options, which provide access to a range of physiotherapy programs and targeted exercises. Each plan includes unique benefits, enhancing the value proposition for patients. Physiotherapist Subscription Plans: These plans are designed for physiotherapists and include features that allow them to manage their patients’ therapy sessions, receive live feedback, and access data insights on patient exercises. It also helps them attract new users by enabling them to create specialized programs. Consultation Fees: HealPlay offers paid personal consultations with professional physiotherapists, allowing for the creation of customized care plans for individual needs. Corporate Partnerships: Corporate Wellness Programs: By partnering with corporations, HealPlay provides physiotherapy resources as part of corporate wellness initiatives, promoting overall employee health. Sponsored Content and Advertising: The platform hosts sponsored content and advertisements from relevant healthcare and physiotherapy equipment brands, creating an additional revenue channel. Affiliate Marketing: HealPlay earns commissions through affiliate marketing, promoting physiotherapy, wellness, and healthcare products. In-App Purchases: Users can opt for program add-ons, such as advanced workouts, meditation sessions, and diet plans, enhancing their personalized experience. Data Analytics: The company licenses anonymized data insights to entities in the healthcare, research, and insurance sectors, providing valuable information while respecting user privacy. HealPlay is not only ensuring a steady flow of income but also fostering a comprehensive ecosystem that benefits patients, physiotherapists, and the broader healthcare community therapy for prevention and rehabilitation purposes will be HealPlay’s primary users.

Subscription Plans (main revenue option) 1 and 2: Premium Membership: Subscriptions for advanced features, personalized programs and exclusive content for user value. 1) Patient Subscription Plans: Various subscription plans are available for patients, granting them access to publicly available physiotherapy programs and targeted exercises. These plans also include additional benefits specific to each HealPlay plan. 2) Physiotherapist Subscription Plans: Different subscription plans are offered for physiotherapists, allowing them to onboard their patients for planned physiotherapy sessions, get extended live feedback or data instates of there patients exercises. Additionally, these plans connect new users seeking physiotherapy by creating specialized programs as part of their subscription. Consultation Fees: Offering paid personal consultations with professional specialized physiotherapists for customized care plans. Corporate Partnerships: Corporate Wellness Programs: Corporate wellness by offering physiotherapy resources, fostering employee health, through corporate subscriptions. Sponsored Content: Sponsored content and ads (recommendations) from healthcare and physiotherapy equipment brands. Affiliate Marketing: Affiliate commissions on physiotherapy, wellness, and healthcare products. In app purchase: Program Add-Ons: Optional premium features like advanced workouts, meditation, and diet plans for a personalized experience. Data analytics: Data Insights: Anonymized data insights licensing to healthcare, research, and insurance sectors. ______________________________________________________________ In the future, B2G: The region reimburses rehabilitation (SEK 275 per visit/approx. 10). Rehabilitation is financed by the regions in accordance with the national agreement for non-county compensation for digital care of SEK 275 (price level recommended by SALAR).

Given: - Average monthly spending per user: 450 SEK Calculation: - Annual spending per user = 450 SEK/month * 12 months/year So, on average, a customer can spend 5400 SEK per year. Twenty physiotherapists affiliated with HealPlay would be needed to sell 68,177 digital appointments. That number of digital appointments represents only 1.5% of the estimated service attainable market - SAM in Sweden. HealPlay aims to capture 20% of SAM in Sweden within three years.

1. Regulatory Challenges: Health tech startups must navigate complex and stringent regulations. Non-compliance can lead to legal issues and shutdowns. The healthcare industry is subject to stringent regulations. Any changes in privacy laws or reimbursement policies could impact HealPlay’s operations, especially the planned B2G revenue stream. Mitigation: Hire or consult with legal experts specializing in health tech regulations to ensure compliance. Stay updated on changes in regulations and incorporate compliance into the development and operational processes. 2. Funding Challenges: Sustaining operations and growth in the health tech industry typically requires significant funding. Difficulty in securing or maintaining investment can lead to financial strain. Mitigation: Develop a solid business plan and maintain transparent financial practices to attract and retain investors. Explore diverse funding sources, such as venture capital, angel investors, grants, and crowdfunding. 3. Partnerships and Network: Building and maintaining partnerships with healthcare providers, physiotherapists, and other stakeholders are crucial. Poor network and collaboration can limit growth and reach. Mitigation: Build and maintain strong relationships with healthcare providers, physiotherapists, and other stakeholders. Offer mutual benefits and create collaborative programs to ensure long-term partnerships. Attend industry events and actively network to expand connections.

A buy out from KRY or Plattform24. The former Director of Product at Kry Sweden- Livi Hoa Ly, says that KRY would be interested in having HealPlay's finished products in Kry’s platform. It will be based on how easy it will be to integrate HealPlay's products in Kry’s platform and the possibility of showing future traction.