Team TYEEA presents

EveryStep Aliona Katz Eric Schreiber

Tina Ye Yang Yang Emily Wagenknecht

March 4, 2012 • #goodhackathon

Let’s face it. As a nation, we need more exercise. You know the statistics on obesity and sedentary lifestyles and blah blah blah. And yet... it’s so SO hard to get to the gym! We all could use more motivation.

What would inspire youto get active?

Or do we? Maybe what we actually need is INSPIRATION. So we asked ourselves, what would INSPIRE you to get active?

Helpingunder-served kids?

Maybe it’s the idea of giving under-served kids amazing opportunities in life?

Fighting cancer?

Maybe it’s equipping our scientists in their fight against cancer?

Strengthening community bonds?

Or maybe you want to do something locally, like supporting your local community garden

So...

What if every 100 steps you took meant 1¢ for something you believe in?

What if every 100 steps you took meant 1¢ for something you believe in?

3000extra steps a day

x

1¢per 100 steps

x

1 year=

$109to support a cause you believe in

That really adds up!

But where is the money coming from?

The people who care about you!

The money is coming from people who care about you, and YOUR long-term health!

Let’s see how this would unfold.

Let’s watch a scenario that unfolds one afternoon in NYC

Emily is concerned about her close friend Bob. Bob works a desk job and doesn’t get any exercise. He wants to be more active but has trouble staying motivated. Emily tells Bob about a cool app that might help.

Emily logs on to EveryStep. She makes a pledge to support Bob for 1 cent per 100 steps to encourage him to walk more. She then send Bob an invitation to join EveryStep.

Bob gets Emily's invitation. Bob reads Emily's message, and checks out the site. Bob selects his cause. He is passionate about cancer research, and chose a cancer org as the cause he wants to walk to support.

Bob likes the idea of 1. friend support2. walking for a cause3. raising money and awareness 4. Getting to visualize his activities

Bob hooks up to the app and goes!(at first he isn't too excited about walking...)

But over time, he finds that he likes it a lot.Emily and Bob are both happy to see what they accomplish:

1) They see the steps taken.2) They see the donations given.

Bob feels great. He now wants to:

1) invite others to join EveryStep2) create a user profile to request more sponsors3) sets goals4) share achievements through social networks5) tell his employer to sponsor him (lower healthcare costs)

This is You

So to summarize... this is you.

This is You

insp

ires

you!

Your Cause:Cancer Research

You pick a cause that you care about.

This is You

This is YourFriend

you cando it!

supports yourlong-term healthin

spir

es y

ou!

Your Cause:Cancer Research

Your friends pledge to support you one step at a time.

This is You

This is YourFriend

you cando it!

supports yourlong-term healthin

spir

es y

ou!

Your Cause:Cancer Research

makes

micro-donations

get active

1¢/100 steps

Every time you go out to exercise, you earn itty bitty micro donations for your org.

This is You

This is YourFriend

you cando it!

supports yourlong-term healthin

spir

es y

ou!

Your Cause:Cancer Research

makes

micro-donations

get active

$109at the end of the year

Over time, this builds up!

This is You

supports yourlong-term healthin

spir

es y

ou!

Your Cause:Cancer Research

makes

micro-donations

get active

$218at the end of the year

And you add more friends...

This is You

supports yourlong-term healthin

spir

es y

ou!

Your Cause:Cancer Research

makes

micro-donations

get active

$327at the end of the year

And more friends...

This is You

supports yourlong-term healthin

spir

es y

ou!

Your Cause:Cancer Research

makes

micro-donations

get active

$654at the end of the year

Maybe you even get your company to match your runs. It’s a win-win because you get healthy, and they save on employee healthcare fees.

$654

and this has the potential to massively scale

$1308

$1962

$2616

$3270

$3924

$4578

$5232

$5886

What’s great is that this is extremely feasible, today. We have the technology/tools (pedometers, runtrackers, online payments, partner orgs) to make this easy to use, make YOU accountable to your friends, and lower barriers for all parties.

(aside) By the way, it would hook into all the existing social networks too.

EveryStep?=

So at some point this thought probably crossed your mind... isn’t this kinda like a charity run?

EveryStepis more awesome than

The answer is... EveryStep is more awesome than even a bucket of Santas.

The Problem with theCharity Run Model...

usually a once-a-year event

expensive for organizations to host

you have to bug your friends for a large sum up front

1 run does not get you in shape

1 day does not build awareness

EveryStep was inspired by Charity Runs, but realizes that they are not a perfect model. EveryStep addresses each of these problems.

EveryStep

We put our heartswhere we put our money

Long-term lifestyle improvements

Steady, sustainable fundraising

Minimal infrastructure,yet massively scalable

EveryStep does not need the massive event planning infrastructure to happen, and yet it is scalable so it has the potential to raise a lot of money nevertheless.

EveryStep also changes how organizations receive money: instead of a massive infusion of capital once or twice a year at big events, it gives them a steadier supply of income over time. This can help them be more “agile” about how money is used because they don’t have to make big budgeting decisions all at once.

Of course, EveryStep also helps you get fit: long-term walking/running instead of just running once a year as part of a big event.

And finally, we may put our money where our hearts are, but the opposite is also true. This is where the phenomenon of cognitive dissonance comes in. Once you get your friends donating one cent at the time, over time you’ll find that they also start to care about the cause their $ is going towards. So micro-donations leads to opportunities to learn, and that leads to...

good citizen(noun)

a person who cares not just aboutthemselves and their own circle,

but the world outside of it

CARING! the very definition of a model citizen

Demo Time!

Here’s what we’ve built in the past 32 hours

Top of the Homepage:

A button to join right away, if you are so excited you just can’t wait! Also a running ticker shows all the people who are taking steps/running miles, and the total raised. Finally all the currently active users, to get a sense of all the people already on the site.

Lower down on the Homepage is an explanation of how it works

And then a button for people who want to encourage a friend to start exercising. They would do this by pledging an amount up front.

This could really help motivate the hold-outs. It’s like saying: “Hey man, I bet you can’t even walk 3000 steps extra per day; I’ll even donate money to a charity if you do.” We can imagine people taking up the challenge just to prove their friend wrong.

Finally the organizations supported... local and national orgs, big and small, all are welcome

Here is a member page, where you can see the steps/earnings of that person and learn about the cause they support. If you are his friend, you can even pledge to support him w/ microdonations or just cheer for him.

The numbers update in real time! [run around the auditorium with iPhone to demonstrate]

Lower down it shows who’s already supporting him and who’s cheering for him. You can read his personal story about why he chose this organization. And you can read periodic updates from the org to see how the money is being spent.

This gives a sense of personal connection to the mission of the org, while letting people see the day-to-day effect of micro donations. Small bits of help add up to make big differences!

We thought hard about how to design the communication/conversation that happens between people via EveryStep. That part is critical because it makes the difference between whether people use the service or not.

Here is what a ‘challenge’ email would look like.

Note: This particular challenge is for running rather than walking! We believe our system should accomodate both walking and running—the only difference is in how the increments are set. Different people have different physical capabilities, and we want to welcome all levels onboard.

Finally, here is what a ‘sponsor me’ email message would look like. This one is for walking

Notes: For walking, only steps above the national baseline average are counted towards exercise. So your friends aren’t paying you to walk to the fridge.

Also, if your friends support you, they can actually choose different amounts to pledge. They don’t have to go with the suggested 1¢ / 100 steps

The bottom half of the “sponsor me” email.

End of demos.

good != altruism

PersonalWell-Being

The GreaterGoodES

Taking a step back, we believe, like the folks at Good, that doing good is not just pure altruism. Doing good means being clever and finding a happy balance between helping ourselves and helping others.

EverStep strives towards this balance. We hope to do good for ourselves and our friends, while helping fund causes for the greater good.

EveryStepcount.

Thank you.

Let’s make

Thank you.