Penumbra

Created by Hard2Define http://penumbra.ausdk12.org/

We help you help yourself.

Teens age 12-19, especially girls,have self-esteem and confidence

struggles.

What's the matter?

Facts on Teen Mental Health •  More than 90% of girls (15 to 17 years) want to change at least one

aspect of their physical appearance, with body weight ranking the highest.

•  3/4th of girls with low self-esteem engage in negative activities, such as disordered eating, bullying, smoking or drinking.

•  7 out of 10 girls feel that they do not live up to those expectations and have low self-esteem.

•  90% of all women want to change at least one aspect of their physical appearance.

•  81% of 10 year old girls are afraid of being fat.

•  Only 2% of women think they are beautiful.

Our Solution

We made our application, Penumbra, to give a

helping hand to people with stress, body

image issues, and low self esteem in order

to build their self-image and confidence.

Why "Penumbra"? A "penumbra" is the partially shaded outer region of the shadow cast by an

opaque object. The shadow cast by the earth or moon over an area

experiencing a partial eclipse. We chose this word to be our name because

stress, bad self-esteem, depression, peer pressure and body image issues

don't last forever. They will end. They

are just a shadow over our lives,

and Penumbra will help you

through it all.

App Overview

Penumbra has six components. They include:

•  Journal

•  Survivor Stories

•  Quotes

•  To-Do List

•  Help Hotlines

•  Personalization Settings

Home Screen and Navigation

The quote at the top of the screen can be customized by the user

Journal Features:

•  Diary-like layout

•  Can draw or upload pictures

•  Toolbar to customize

•  A calendar that provides easy

access to past entries

•  "Favorite" button

It's great to use the journal because it's:

•  A private place for users to record thoughts

and emotions

•  Convenient on the go and wherever you are

•  Readily available when you need it

Survivor Stories: You are NOT alone These true stories will be chosen by our editors and updated frequently. The purpose of these stories is for

users to know that they are not the only ones experiencing emotional challenges. We are basing this feature on the phenomenal success of websites such as PostSecret where people gain comfort from reading others' secrets to know that they are not the only ones with those problems.

Quotes •  Daily quote per day

•  Has several categories

o  inspirational

o  motivational

o  optimistic

•  Can "favorite" quotes

•  Add your own quotes to your

collection

•  You can choose any of your

quotes to be featured on the

main menu

To-Do List •  Short-term and long-

term goals for the user

to try to accomplish

•  Items on the list

generated from sign-up

survey

•  Designed to improve

user's self esteem

•  Goals made with help

from professionals

•  Recommendations and advice according to past entries and searches

Help Hotlines We at Hard2Define understand that

sometimes this app will just not be

enough, so we have an emergency "I

NEED HELP NOW" button that will

connect you to a suicide prevention

hotline.

Personalization Settings The Settings gives the user

the option to customize their experience, allowing them to choose which quotes they want to appear on the main screen, and the font and color scheme of the app.

"Retake Survey" refers to that fact that when users first enter Penumbra they take a survey that will help customize the app for them. Under Settings they can retake this survey, because feelings change over time.

For Your Eyes Only

Our application is completely offline and private to your phone. The account is only to keep track of your journal entries and make sure that all of your information is password protected. Penumbra is anonymous.

App Coding Penumbra uses a database (the TinyWebDB)

to handle logging in and data storage for: 1. Journal entries 2. Quotes 3. Survivor Stories 4. To-Do List

Market Differentiation There are at least 377 other apps which

attempt to solve the same issue we are,

but all of them seem to fall short. Why?

Because they are all static, all of the

apps presume that everyone is the same

and should receive the same help. The

other apps may have some individual

components, but only Penumbra

combines all the aspects into one

comprehensive app that is customizable.

Market Competitors:

Competitors Penumbra Cognitive

Diary CBT Self-Help

Self Esteem Building Guide

Self-Esteem Meditations

My W Days

Journal/Diary x x x

Quotes/Daily Quote

x x

Survivor Stories

x

Advice/To-Do List

x x

Privacy x x x

Target Market In a recent survey of 213 people in our community, there were

128 females and 85 males. we found that 13-19 year olds is the target audience for our app, though it is open for all ages.

Market Size: There are 21,689,114 teens living in the United States of

America. 37% of teens in the U.S. have a smartphone (8,024,972 teens)

Cost to Users: Free! Penumbra hopes to help

others and it would be wrong to force someone to pay for help that they deserve for free. We plan to be Social Entrepreneurs, and earn money to keep going by partnering with local mental health organizations, and larger organizations that have similar interests and goals.

Funding Hard2Define is a non-profit organization that partners

with several other organizations such as: Suicide Hotline

Hearts of Leadership

It Gets Better

The Trevor Project

Kaiser Permanente Medical Foundation

The International Association For Suicide Prevention (World Health Organization)

And is Sponsored by: National Institute of Mental Help

Kids Health from Nemours Foundation

Sutter Health

Blue Shield

Distribution Channels: •  Google Play

•  Amazon AppStore

•  Android Central

•  Our company website

http://penumbra.ausdk12.org

•  Through our Partners'

and Sponsors' websites

Projected Yearly Download Rate We estimate that the first year will have about

640, 000 downloads, which is 20% of the our target market.

Average Growth Rate: 5% increase per year

Future Goals/Milestones Event Date of Completion

Business Plan April 13, 2013

Beta Version August 2013

Organization Hiring December 2013

Public Release of Product May 2014

In the future we plan to enhance our graphics. We also hope to add a social element to the app, in a safe and secure way that ensures confidentiality. We also wish to add more apps that target other age groups, genders, and other demographics with different needs.

Please invest in this android application to help millions of adolescents across the nation. We want to help them help themselves, but first we need YOUR help.

THANK YOU