meals to heal presentation

www.Meals-to-Heal.com 1


Meals to Heal was started in 2011 by Susan Bratton after the diagnosis, treatment and loss of a friend to a glioblastoma and her realization of the significant unmet nutritional needs of cancer patients and their caregivers

Background


Meals to Heal is dedicated to making the lives of cancer patients and their caregivers easier and less stressful by providing services that relieve them of the significant time, energy and worry associated with ensuring proper nutrition for themselves and their loved ones.

Mission

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Company Overview

www.Meals-to-Heal.com

Comprehensive oncology nutrition service providing:o Customized Fresh Meal Delivery ando Nutrition Support Services

o Safe, Evidence-Based Information/Resourceso Oncology Professionals for Nutrition Counseling

July 2011 May - Sept 2012 October 2012 1Q-3Q 2013 4Q 2013/2014

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Major Milestones Achieved


2011 2012 2013

Incorporate July 2011

Establish 3rd party co-packer relationship (March 2012)

Launch website alpha (April 2012)

Launch pilot program with with Vantage Oncology, website beta (May 2012)

Establish relationship with Integrated Oncology Networks

Launch Breast Cancer Survivor Program (Oct 2012)

Commercial launch (Oct. 2012)

Establish partnership with LiveSTRONG, AICR for Nutrition Guide (Nov 2012)

Begin clinical trial enrollment (March 2013)

Launch Gift Card product (June 2012)

Expand product offering to include 7 and 10 entrée selections (Nov 2012)

Focus Groups (July 2013)

Release Nutrition Guide (Sept 2013)

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…Other Important Accomplishments


Completed Customer Focus Groups – July 2013 Released Leading Nutrition Guide w/ LIVSTRONG/AICR Announced Nutrition Counseling Product (Oct 2013) Engaging In Meaningful Strategic Conversations

Leading Northeast Healthplan – November 2013 National pharmacy chain (in discussions)

Penetrated Advocacy Groups/Industry Associations Speaking Engagements, Webinars, Nutrition Content

Recently Mentioned in Major Publications Crains New York Business – August 2013 Better Homes and Gardens – October 2013

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Large Target Market


Target Customerso 1.66mm newly diagnosed patients (annually)o 12mm cancer “survivors” (any stage of treatment),

of which 6.6mm <5 yrs since diagnosiso Caregivers and families of cancer patients

National Revenue Potential(1)

o 100% penetration of newly diagnosed patients only = $1.0B

o 100% penetration of patients/survivors = $3.96B

(1) Assumes average purchase of $150 per week for 4 weeks.

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Broader Market Opportunity

Oncology(8mm)

Chronic Renal Failure(20mm)

Diabetes(26mm)

Heart Disease(27mm)

Crohn’s Disease (700k) Ulcerative Colitis (700k)

89.8mm American suffer from conditions for which nutrition improves outcome

$3.0 - 5.0mm

$5.0mm

$10.0mm

$10.0mm

Capital Required


The Problem: Poor Nutrition

Poor nutrition negatively impacts clinical and quality of life outcomes, causes

increases in healthcare spending and results in reductions in workplace

efficacy and productivity

Patients, caregivers, friends and family are impacted


Impediments to Proper Nutrition

Poor nutrition indicated in 50-80% of all cancer cases

Severe malnutrition causes 30% of all cancer deaths

Effect –Highly

Prevalent

Cause

Tx side effects that prevent eating Change in taste

Lack of taste

Mouth sores

Difficulty swallowing

Fatigue, lack of energy

Issues with available information

Absence of nutritional counseling

Malnutrition is the #2 secondary diagnosis in cancer patients


Our Solution

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Impediments to Proper Nutrition Meals to Heal’s Solution

Fatigue, Lack of Energy and Other Treatment Side Effects

Weekly Delivery of Fresh, Appetizing and Customized Meals

Overwhelming Volume and Quality of Nutrition Information Available

Evidence- and Best Practices-Based Nutrition Information and Resources

Inability to Receive Active and Ongoing Nutritional Counseling

Access to Oncology-Specialized Dietitians for Counseling/Advice


Easy-to-Use Ordering and Delivery

Patient/ caregiver registers

21Proprietary Algorithm recommends appropriate meals, patient chooses

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Patient’s meals are delivered directly to their door via FedEx

• Welcome letter, instructions, Chef’s Tips, packing list• Disease specific “tips”• Re-order reminders• Cancellation/expiration• Post-cancellation follow-up

Meals are prepared and packaged at culinary center

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Ongoing communication via clinical customer service team – outgoing calls to every customer, weekly emails, other outreach

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1. 2. 3.

4.5.


What People Are Saying

Patient - “The meals are not only fresh, but well suited to my changing taste and appetite. They were so convenient and perfectly portioned for my appetite. There is a wide variety of healthy meals to choose from, allowing me to feel confident that I can meet my nutritional needs during treatment.”

Caregiver - “Meals to Heal provides an abundance of food and is a good value. Packaging was nice. It was very convenient for me and relieved a lot of stress as the caregiver. I was extremely impressed with the customer service team and their support, dedication, compassion, and promptness in providing her service. I will be recommending Meals to Heal to others.”

Social Worker - “I have been recommending your service. Your website has great information!” “I am grateful that your services exist.”

Nurse - “This is such a needed service. My patients ask about meal delivery alternatives all the time and we have never had a service that we could refer them to.”

Dietitian - “I heard about your company at the oncology dietitian meeting in Dallas. My patients would really benefit from your service.”

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Customer Acquisition Strategy


Direct to Consumer o Advocacy group

partnerships: Lungevity, Sarcoma, NOCC, OCNA, SHARE, Int’l Myeloma, MyLifeLine, AICR, LiveSTRONG,CarePages, Caregiver Action Network

o Social: FB/Twitter/blogo Targeted online marketing:

WebMD, Google, FB, caregiver.com, Cure online

o Selected print: -USA Today, Breast Cancer Wellness

o Public Relations o Search engine optimization

Business to Businesso Key influencers:

social workers, nurses, dietitians, navigators

o Oncology practice groups/hospitals: multiple patients

o Distribution deals:o Payors/EAPso PBM/Pharmacyo Employers/NBGHo AARPo Unions


Competition

Online Meal Delivery Services – primarily focused on obesity/weight loss due to size of opportunity

Therapease Cuisine – online, subscription-based cancer patient menu planning service (Medco) Issues :

o Cumbersome-to-navigate websiteo Nutritional recommendations favor branded products of

poor nutritional value (Schwan’s frozen dinners etc.)o Does not provide a solution to the major impediment to

receiving proper nutrition – lack of energy and time

Heal a Meal (Houston, TX-only) – local, cancer-only Issue: Difficult to scale profitably, single market focus


Future Growth Drivers - Oncology

Diagnosis Early Stage Treatment Middle Stage Treatment Late Stage Treatment Survivorship

General Cancer Nutrition Content/Disease Specific Content (Free and Paid)

Mobile App (Meal Ordering, Content, Cooking Tips, Recipes etc)

Nutritional Products Store (Supplements, Flavor Packs, Snacks)

Health Coaching

Subscription-Based Menu Planning and Recipe Service

YouTube Content (Cooking Videos, Webinars)

Meal Delivery - Adult Survivor Programs

Meal Delivery - Peds

Hospice

Planned For

Developed

Partially Developed

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Where We Are Today


Operational infrastructure built and optimized Product development complete Meal production/packaging/shipping tested and proven

Ready to scale with excess capacity for growth Market need and interest validated Customer focus groups conducted

Identified primary/secondary customer Understand buying behavior Know desired product/service attributes Know where they search for information

Marketing research conducted (Google, FB, WebMD..) Poised to spend marketing dollars effectively/wisely


Management Team

Susan Bratton: Founder/CEO• Healthcare investment banking• BA - Duke University• MBA – University of Virginia, Darden • Industry Associations – Healthcare

Businesswomen’s Association, Women Business Leaders in Healthcare, ASCO, Board Member – HCAP

• Other – volunteer at Memorial Sloan Kettering Cancer Center, Pediatrics

Joe Maturo, CPA: Finance • Interim CFO• Managing Partner, Rivers &

Moorehead• Prior experience as CFO of Matrix

Medical Group, co-Founder of Allegiance Health Services

Jessica Iannotta: Chief Operating Officer• Chief Clinical Officer, Meals to Heal

2012-2013• Experienced oncology nutrition

specialist• MS, RD, CSN, CDN, CSO

Bryan Janeczko: Consultant• Business logistics/operations• MBAS NYU Stern• BA Marquette University• Founder- NuKitchen, online diet and

meal delivery service; scaled business regionally before selling to Nutrisystem

• Founder- Wicked Start, business advisory & incubation services. Launched wickedstart.com, a patent pending platform.


Board of Directors

Jan Berger, M.D. – Healthcare Executive Aafia Chaudhry, M.D. – Former VP, Strategic Market

Planning, WebMD Gregory A. Moerschel - Partner, Beecken, Petty,

O’Keefe Jane Parker, CEO, Interbrand Health Carl Schramm - Former President and CEO of Ewing

Marion Kauffman Foundation Lynn Shapiro Snyder - Partner, Epstein, Becker &

Green, PC L. Peter Smith – Healthcare Executive


Scientific Advisory Board

Joel Mason, B.S., M.D. - Professor of Medicine and Nutrition, Tufts University Medical School and Tufts School of Nutritional Science and Policy

Holly Mills, RD, CDN, CSO – Clinical oncology nutritionist at NYU Clinical Cancer Center

Karen B. Moody, M.D. - Assistant Professor, Pediatrics, Department of Epidemiology, Montefiore

Jonathan M. Kurie, M.D. - Thoracic/Head and Neck Medical Oncology, MD Anderson Cancer Center

Dr. Jacob Schor, N.D., FABNO – President, Oncology Association of Naturopathic Physicians

Elizabeth Chabner Thompson, M.D., MPH - CEO, BFFL; radiation oncology and reconstructive surgery

meals to heal presentation

Health & Medicine

nutrition counselingfounded

nutrition content

proper nutrition

nutrition counseling

lives of cancer patients

vantage oncology

cancer survivors

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