executive summary


Purpose of Business…

'Illuminate the problem and deliver what's needed, providing freedom from all the recovery barriers. For millions of people incurring plantar fascia injury every year THAT is the real value of FootMedic technology.'  ~ Developer

Mission

FootMedic is more than an injury rehab product: It means chronic pain and repeatedly getting scammed trying to get better no longer needs to be the norm. The value of this runs deep and is quickly apparent to those that need it. Successful marketing defeats the status quo.

The underlying culprit is the important information has been systematically obscured and withheld from the afflicted. Being allowed to understand their pain and gain access to what they need is empowering. For them it’s a life force.

what's the Problem - and why?

All available approaches fail to help because they ignore ligament support - use of the ligament is continued and therefore it cannot rest to recover. It takes full-range support for the ligament to rest, heal and recover. Very simple, very obvious - but never employed...

Why...

To date, treating the symptom is the knee-jerk reaction and underlying reason. Truth is, even healthcare providers don't think to support the injury nor do they have the tools even if they did. Regardless, OTC and healthcare industries make a quick and easy profit selling what they do, so there’s no incentive to change. Here’s how it goes…

...THAT is the Core Problem: Rampant misinformation coupled with a total lack of recovery support technology and methodology - which creates the problem of a chronic and painful condition for over 8 million people in the U.S., annually. Only 15% of 10 million recover.

What's The Solution: the value Proposition

The Solution focuses on transferring load off the plantar fascia ligament to a backup fascia. This is the only way to help assure healing AND pain relief, simultaneously.

The correct approach does NOT focus on suppressing pain symptoms: Attacking the pain with ice or cortisone only makes the matter worse.

Like the string of a bow under great tension, plantar ligaments connect the metatarsals to the heel, supporting the foot's bony-arch structure, carrying bodyweight. Anatomical location means it cannot rest to recover.


Overall Value Proposition: This advancement finally gives the afflicted economical, convenient access to definitive injury support while avoiding all the recovery barriers. No insurance needed.


Value: Consumers get direct access to the first and only recovery support. FootMedic's FasciaBand is medical-grade yet designed so anyone can safely apply and use it - at their will, with no hassles or hoops.


Value: Reveals the true problem, clarifies the issue, and speeds recovery - FootMedic is also exclusive, secondary support technology, techniques and extensive educational content. Professionals or every-day people benefit.


FasciaBand is a thin, pliable casting composite that super-bonds with the foot. It's not a toe-less sock, Velcro brace or arch support.

Once bonded, it's a virtual exo-plantar ligament; it does not stretch and conforms like a second skin.

Wears in water and up to 7 days per application, until full recovery. Latex-free.


FootMedic WarmingPad Technology also helps provide faster recovery, relieves pain...


FootMedic Technology is kit-packaged...

30-day supply is just $49.99

Proving the Technology

Initial development, testing and proving took place through grueling mountain sprinting and racing, combined with normal daily use, over a year of injury rehab for partial ruptures - Video of this testing and Backstory - plus over 3 years of application for rehab of plantar ligament injuries and injury protection, during R&D for commercial use.


As a safety check of temperature range, a subject with foot neuropathy was used for final tests of FootMedic WarmingPad technology.

History: Why injury support Technology isn't Available

Despite inefficacy, shot-gunning the symptom with "quick heel pain relief" has been so profitable and easily sold that technology for injury support simply wasn’t developed. It’s very easy and quick to just shoot cortisone into a foot and bill insurance quite a lot for it; or for the afflicted to buy a cheap heel cushion and try that. Whether either helps in the long term isn’t of concern for Providers or Retailers…


  • The FTC shut down almost all promoting and selling heel pain remedies or cures in the 1940s but they returned in more sophisticated guises – either as OTC products or through Providers as 'conservative treatment'
 

Who's the DIRECT Competition?

FootMedic technology has no direct competition. As indicated above, it's not derivative; it's novel and opens a new market. The objective is to lead the afflicted from what doesn't help - what’s out there now, the indirect competition - to what they truly need for recovery support.



What's the Competitive Advantage of FootMedic Technology?

FootMedic technology does what’s actually needed - nothing else meets task requirements. Success at sales is accomplished by informing the afflicted as to WHY and giving them access. The technology can't be obsolete or improved.



What's the Indirect Competition?

Any treat-the-symptom approach - like R.I.C.E. (Rest, Ice, Compression, Elevation), cortisone injections or other inappropriate pain-relief products such as heel pads, arch supports and orthotics - these are the only competition. It means the demand is there but the field is wide open in terms of delivering what people really need.

Market Size: Who Needs this Technology?

What’s important to know is that anyone with heel or foot pain – whether due to plantar fasciitis or bursitis – needs FootMedic technology (TAM). We only need to show why they should want it - and need it. Once shown and informed, many buy at the onset and others buy after finding out the hard way treating the symptom doesn’t help.

Since FootMedic technology has no prior art, and since it’s not directly competing with what’s available, there are no truly useful product sales comps available. We have to project from common sense, personal experience and intuition based on experience professionally dealing with the afflicted and treating the injury...

  • TAM: That said, what’s certain is in the U.S. about 10 million people annually incur plantar fascia injury and fasciitis heel pain.
  • SAM: Most likely about 65% - 6.5 million. (Deducted from TAM - 2 million go to a doctor, 1.5 million recover without help.)
  • SOM: At full reach – 5 million customers. (There are 6.5 million potential customers (SAM), of those 2 million miss awareness of FootMedic and we pick up a half million (25%) of those that go to doctors now.) First years’ reach is only about 3,000 customers, or less than 1/10th of 1% of full reach.


NOTE: Retail of each kit is $50. On average, most need at least three FootMedic kits to complete typical rehab duration of three months.

In the first year - at 10k product units, a gross of $500,000 and about 3,000 customers - less than 1/10th of 1% of SOM is being reached; first years' gross is about 7% of the full-reach gross of $750,000,000 (reached between five and ten years).

EXECUTIVE SUMMARY

Purpose…

Provide Freedom from Recovery Barriers: For millions of people incurring plantar fascia injury every year THAT is the real value of FootMedic technology. Put to service, it’s a timeless staple.


FootMedic is the First Recovery Support Technology for Plantar Fascia Injury and its Symptoms, Fasciitis and Heel Pain. For the afflicted, availability of FootMedic negates all the recovery barriers.

FootMedic technology has no direct competition. There's no prior art. Injury support for the plantar fascia ligament is currently not available - anywhere - not through OTC or healthcare. Indirectly, the competition is inefficacious treat-the-symptom approaches or products inappropriate for this application. FootMedic can't be improved or obsolete; it's a staple.

Developer Bio >  Backstory & Timeline >


What's the Need for this Technology, and Why Hasn't it Already Been Available?

There is great need. Annually in the U.S. 10 million people incur plantar fascia injury and fasciitis, and only 15% realize recovery - the rest are chronic. For those afflicted, it becomes a nightmare.

Despite inefficacy, treating the symptom with "quick heel pain relief" has been so profitable and easily sold that technology for injury support wasn't developed. The FTC shut down most of these industries in the 1940s but returned in more sophisticated guises. Historically, no methodology has provided requisite injury support, and incredibly, the situation has sustained for over a century.

People Need What Works - Our Mission

The FootMedic mission is to simply deliver requisite injury support technology and education to those in need of it - to clarify the issue - and help those afflicted gain simple access to recovery. FAQs >


 
 

overview

FootMedic is privately held, fully developed, proprietary and trade-secret technology owned free-and-clear by the Developer. The Developer has 30 years of experience necessary to run the business, including marketing. The technology and business model reflect his no-nonsense, straightforward style. Based in Los Angeles, California.


Business Model

Operate Lean - incur only necessary costs for production and marketing. Outside firms are contracted and employed to handle essential processes. The infrastructure for this model is in place.


Management: All necessary manufacture, fulfillment and marketing is contracted to respective firms and managed by the Developer, hands-on. Inventory and processing of customer purchases is handled by fulfillment firms. Customer service questions will be handled by Shopify and the Developer.


Marketing: The injured first internet-search their symptoms, trying to learn about it and find a resolution - the first year of business, this is how FootMedic is primarily discovered. This must be supported with steady campaigns to create brand awareness and grow the business, through YouTube, TV, radio and PR. Adwords and Facebook ads are incorporated with search engines. Those afflicted buy at the onset of their condition or later, after pain relief methods have failed.


Distribution - Purchasing FootMedic Kits: Direct-to-user; customer's orders are placed through the exclusive FootMedic, online store.


Merchandising: Professional-grade rehab technology economically priced so everyone can access it. Special, product-sizing confirmation lends buyer confidence, guaranteed correct - no returns over wrong size. Purchases are streamlined with one-button, click-and-buy - as easily and efficiently as through Amazon. Free, 1-3 day priority shipping and customer service is included; cart and payment process powered by Shopify.



primary Numbers and projections


Note About Startup: See Graph, below. Lean start of 250k is minimum and will require credit, or additional capital raise, to finance a second round of production to scale up.

A raise of 500k will supply reserve for 2nd year round of projected production.


  • For injury rehab, most customers need three kits, purchased over a three-month span.
  • Initial gross profit margin of 32% is divided 50% for cash flow (for reserve) 50% for Owner salary (and financial partner, if present).

Startup - 1st Year.......10k units

Retail Value.................$50/unit


Product.........................$9/unit

Marketing......................$5/unit

Fulfill..........................$12/unit

Other Costs...................$8/unit

Gross Profit..................$16/unit

Gross Sales $500,000

Gross Profit $160,000


Gross Return $80,000

Gross Reserve $80,000

  • As unit volume increases, unit and marketing costs decrease - profit/reserve increase
  • To scale up, 2nd-year marketing budget increases to $200k, from $50k first year
  • Rise in volume is financed by reserve and/or credit


Year 2...50k units

Retail......$50/unit


Cost.....$7.50/unit

Marketing..$4/unit

Fulfill......$12/unit

Other Costs...$6.50/unit

Gross Profit......$20/unit


Gross Sales $2,500,000

Gross Profit     $1,000,000


Gross Return $500,000

Gross Reserve $500,000



Year 3...200k units

Retail.......$50/unit


Cost......$6.50/unit

Marketing...$2/unit

Fulfill.......$12/unit

Other Costs.....$6.50/unit

Gross Profit........$23/unit


Gross Sales $10,000,000

Gross Profit $4,600,000


Gross Return $2,300,000

Gross Reserve $2,300,000

Year 4...800k units

Retail.......$50/unit


Cost.......$6.50/unit

Marketing....$2/unit

Fulfill........$12/unit

Other Costs......$6.50/unit

Gross Profit........$23/unit


Gross Sales $40,000,000

Gross Profit $18,400,000


Gross Return $9,200,000

Gross Reserve $9,200,000

Year 5.....2m units

Retail.......$50/unit


Cost.......$6.50/unit

Marketing....$1/unit

Fulfill........$12/unit

Other Costs......$6.50/unit

Gross Profit........$24/unit


Gross Sales $100,000,000

Gross Profit $48,000,000


Gross Return $24,000,000

Gross Reserve $24,000,000

About Exit Strategy

If an equity stake is granted in exchange for funding, Investor or Partner will be bought out by Developer at the agreed upon date of exit - the initial principal plus percentage of value will be paid. The business will not be sold, nor will an IPO or another round of investment occur.




Start of Business

Funding and Launch: With a small budget, 10 thousand units of inventory will be produced and the marketing campaign begun. First years' objective is to build market reach with a regional-to-national campaign; primarily leveraging internet-search and remarketing.

Production: To protect property rights and control quality, the material composite supplier is based in the U.S. - which will make and supply the production material. This material is sent to Asia, where it's print and cut, and custom spec-ed FootMedic WarmingPads are produced, as well as all retail boxes and Product Literature, then packaged. Product is then sent to a U.S. fulfillment center.

Distribution: Access to FootMedic will be Direct-to-Purchasers, via online store. No distributors, wholesalers, retailers or other middlemen will be involved. Upon extensive study and investigation, it was determined that all established retail channels are simply inappropriate for a product of this nature and not equipped to handle sales properly...

Sales Support: Promotion is contracted with a marketing firm; however, FootMedic's owner is in full charge of creating and directing content and tone.




intellectual and protections

Retail Pricing: Kept to the very minimum to undercut any profit potential or motive for would-be copier's or theft. It's crucial to prevent imitations or copies because poor performance or failure would ruin the credibility of the science and FootMedic's market. A side benefit of low retail pricing is all people get access, while higher volume and lower unit cost mean better profit and faster scaling.

Property and Market Protections: As indicated in Retail Pricing, protection from copy and theft results primarily from very low price point - but also the highest-grade, best-designed product and material with no improvement or derivations possible. Patents are a formality: Received, but won't actually protect FootMedic nor avoid costly lawsuits trying to ward off thieves; while formula, manufacturing process and purpose of design aspects should NOT be divulged to public domain.




The Challenge for Plantar Fascia Rehab Technology

The core hurdle is plantar fascia injury treatment is saturated with specious products and services, compounded and perpetuated by wide-spread fallacy or misinformation. This situation exists because those afflicted do not understand the problem and therefore do not ask the right questions concerning their problem - and those industries exploit it.

DENIAL: Those afflicted want to believe quick heel pain relief is all they need - and that's how they get taken in by those saying they provide it. Informing the afflicted that they have an injury in need of specialized recovery support is not enough - they may ignore it (denial). So for them, it will take time to learn and eventually come to FootMedic for their needs. That's why persistent marketing of brand awareness is vital - keep it in mind and eventually they will act. Those that research and take heed at the onset, the information FootMedic makes available, buy what's needed in the beginning.

In sum, the mystique and misunderstanding that's built around this injury must be lifted, and those afflicted shown and guided as to how to properly address plantar fascia injury and fasciitis.



You May Contact the Developer at:


footmedictechnology@gmail.com

(424)248-8027

*FootMedic is not intended to diagnose, treat, prevent or cure any disease.

NOTICE: "Definitive Recovery" assumes plantar fasciitis and/or bursitis is actually present prior to use of FootMedic; that nothing pathological is involved; that the user applies FootMedic according to full directions and uses only as intended.

Stats from American Podiatric Medical Association.

OWNERSHIP/RIGHTS: No person or entity is licensed or authorized to make or reproduce, distribute or sell FootMedic under any label, private or otherwise.

™Trademarks: FootMedic - FasciaBand - WarmingPad - BursitisReliefTechnique. ©Copyright, FootMedic, 2013-16. All Rights Reserved.

FootMedic/18111 Harvard Ave/Los Angeles, CA/90248