Analyze and Improve it’s what we do! …Analyze and Improve – it’s what we do! July 9, 2018 Page 5 associated with reports suggesting that a full week is required to simply readjust

Analyze and Improve – it’s what we do! www.AnalyzeandImprove.com

July 9, 2018 Page 1

July 9, 2018 International Air Transport Association (“IATA”)

Head Office Executive Offices 800 Place Victoria 33 Route de l'Aéroport, P.O. Box 416 Montreal, Quebec, Canada CH-1215 H4Z 1M1 Geneva 15 Airport, Switzerland

Re: 2018 IATA GAPS Startup Innovation “Body Clock” and “Zees” Travel App to Minimize Jet Lag On behalf of Analyze and Improve, Inc. (A+I), I am entering the 2018 IATA Global Airport and Passenger Symposium Startup Innovation Awards. This document represents the detailed proposal as per the 2018 IATA GAPS Startup Innovation Awards Terms & Conditions. The idea is to integrate the concept of a personalized and live “Body Clock” into a flight’s vital metrics. This would tremendously reduce jet lag while providing financial incentives to the participating client or partner. We have already developed, tested and implemented the principles of a “Body Clock” and Jet Lag Travel App on a small scale, including computer and phone applications, presently branded as “Zees”. We need support to undertake the next step of the journey, which includes conducting a marketing analysis, prioritizing the opportunities and then integrating the customized solution with a specific client or partner within the airline industry. Obtaining membership in the IATA Strategic Partnership Program would be of immense support to this journey, in particular access to experience industry subject-matter experts and airline management. Thank you for your consideration in this GAPS Innovation Competition. Sincerely,

Carmine Ciriello Analyze and Improve Inc. Managing Director Operational Improvement and Management Consulting Cell: 905-330-0381 88 Queens Quay West, Suite 2500.

Toronto, Ontario, Canada, M5J 0B8 [email protected] www.AnalyzeandImprove.com

mailto:[email protected]

http://www.analyzeandimprove.com/


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Contents A. Summary Information ........................................................................................................................... 3

Registration Information ........................................................................................................................... 3

Start-up ..................................................................................................................................................... 3

Entrant’s Representative .......................................................................................................................... 4

Innovative Submission Topic..................................................................................................................... 4

B. Evaluation Criteria ................................................................................................................................. 5

Eligibility of the Application ...................................................................................................................... 5

Innovativeness of Business Idea ............................................................................................................... 5

Business Need ....................................................................................................................................... 5

Risks & Drawbacks ................................................................................................................................ 7

Other Parameters ................................................................................................................................. 7

Financial Viability of Business Idea ......................................................................................................... 10

Timeline of Development and Implementation ..................................................................................... 10

Competency of Entrant’s Delivery Team ................................................................................................ 11


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A. Summary Information

Registration Information Title: Mr. First name: Carmine Last name: Ciriello Company: Analyze and Improve, Inc. Job title: Managing Director Email: [email protected] Website: www.AnalyzeandImprove.com Phone number: 905-330-0381 Country: Canada Your idea title: “Body Clock” and “Zees” Travel App to Minimize Jet Lag Detailed description of your idea: The idea is to integrate the concept of a personalized and live “Body Clock” into a flight’s vital metrics. This would tremendously reduce jet lag while providing financial incentives to the participating client or partner. We have already developed, tested and implemented the principles of a “Body Clock” and Jet Lag Travel App on a small scale, including computer and phone applications, presently branded as “Zees”. We need support to undertake the next step of the journey, which includes conducting a marketing analysis, prioritizing the opportunities and then integrating the customized solution with a specific client or partner within the airline industry. Obtaining membership in the IATA Strategic Partnership Program would be of immense support to this journey, in particular access to experience industry subject-matter experts and airline management. Explain how your idea meets the selection criteria specified in the Terms and Conditions: We believe the concept of a “Body Clock” and Jet Lag Travel App work incredibly well within the airline industry. The principles can not only be customized to the travelling individual but can be easily monetized through various financial opportunities. The risks are minimal and the concept already proven through our own branded “Zees” phone app product. Please see remainder of document for detailed proposal description.

Start-up Newly emerged and incorporated: We started the business in 2014 as Analyze and Improve, a company focussed on Operational Improvement and Management Systems. We subsequently had the company incorporated in 2016 as Analyze and Improve, Inc.

Fast-growing: The business began modestly with two partners and no employees. We now have a total of 9 full / part-time employees based in two countries (Canada and Brazil). Revenues of ~$1M CAD per year.

Small business: Although we are rapidly growing, we have intently set-up our company as a small business in many aspects. We advocate practicing continuous improvement and setting up lean processes, a methodology that we apply internally as well. And with a very hands-on approach, we are

mailto:[email protected]


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able to move from assessment to recommendations to implementation seamlessly. These are areas that large companies often struggle to deliver.

Innovative product, process, service or solution: At a high level, we believe our company is innovative in the manner we approach problem solving. One of our foundations is “Stability before Capability and only then Capital”. Although not complicated, it is often ignored in industry where capital spending and technical optimization projects are launched (at great cost to the client) before truly applying stabilization efforts, typically through systems, processes and people. We are also innovative in how we resolve problems. Our idea for “Zees”, which is essentially an application to alleviate jet lag, follows those same principles. Through observations and personal experiences, we have been applying and refining the approach to minimize jet lag and increase the probability of being integrated into the new time zone as best as possible. One of the principles of Lean is “not to solve everything but rather to improve what we have”. We believe “Zees”, through the app and “body clock”, provides an innovative product and solution to the problem of jet lag.

Entrant’s Representative Carmine Ciriello possesses a valid Canadian passport and a Nexus card. Carmine has also set aside Oct 2-4, 2018 such that he would be able to present the proposal during the 2018 Global Airport and Passenger Symposium (“2018 GAPS”) in Athens, Greece.

Innovative Submission Topic The main innovative topic that “Zees” Travel App addresses is in the area of Personalization. “Zees” begins by first understanding the personal sleep and eat patterns of the individual (through input screens). The second phase is understanding the travel plans of the individual, specially departure location/time, arrival location/time and duration of flight (again through input screens). Finally, both those elements are combined to deliver a customized and personalized travel plan for the individual based on the creation of a new “body clock”; a time stamp that runs at a different speed than the actual “clock” time. This “body clock” is designed to start at the departure time / time zone and end at the arrival time / time zone. As an added personalization feature, two speeds of “body clock” are generated, and the individual is free to select the option that best fits his/her preferences for this specific trip. We believe the best use of Artificial Intelligence or Big Data is when computers are combined with humans in an optimized manner. “Zees” computes a travel plan and “body clock” based on various inputs, but the individual is still allowed to make the final selection based on two options.

The innovative aspect extends well beyond its value as a Phone App for individuals to use. To some extent, personalization can also be applied to all individuals on a specific flight as they would all have identical departure and arrival coordinates. Thus allowing airlines to use this concept for their respective flights.

In general, main stream literature focuses primarily on two areas:

Practices: Consumption of water and alcohol, maximizing comfort on board and various medicinal options. These are all important part of the process.

Human Limitations: The fundamental inability for the body to deal with time changes in short periods of time. For instance, a simple one hour daylight savings time change is


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associated with reports suggesting that a full week is required to simply readjust to this one hour change. What hope can we have with a 6 hour jet lag!

“Zees” is designed to minimize (not eliminate!) the impact of jet lag in a very short period of time. One key element is by convincing our brains to believe in the new “body clock” and stop the very common (and damaging) practice by travellers of asking “what time is it where I left” or “what time is it where I am going”. These 2 questions serve to make it more difficult to adapt to the new time zone. The “body clock” is designed to start convincing our brain into believing the time it is actually now, sitting on a plane, based on the personalization of the “body clock”.

B. Evaluation Criteria

Eligibility of the Application Application has been delivered prior to the July 28th deadline. All documentation delivered, as required.

Innovativeness of Business Idea

Business Need

Product/service addresses a clearly-identified need and target users

The need is to get the individual’s body quickly accustomed to a new time zone, quicker and safer. The target users are the passengers flying through time zones.

Product/service is clearly defined with features and benefits:

The features includes three levels of personalization:

“Zees” begins by first understanding the personal sleep and eat patterns of the individual (through input screens). Specifically: wake, breakfast, lunch, nap, dinner and sleep.

The second phase is understanding the travel plans of the individual, specially departure location/time, arrival location/time and duration of flight (again through input screens).

Finally, both those elements are combined to deliver a customized and personalized travel plan for the individual based on the creation of a new “body clock”; a time stamp that runs at a different speed than the actual time. As an added personalization feature, two speeds of “body clock” are generated, and the individual is free to select the option that best fits his/her preferences for this specific trip.

Benefits include customized and personalized travel plan / schedule of when to eat, sleep and wake based on personal preferences and the new “body clock” (see Figure 1). These principles can easily be integrated onto an airplane’s In-Flight Entertainment system.


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Figure 1: Graphical demonstration of Jet Lag and “Body Clock”

Product/service holds substantial and lasting appeal to target users:

The ability to minimize the effect of jet lag in a short period of time. In particular, is to provide guidance of when to avoid sleeping on board the plane by following the “body clock” and arrive at the destination as aligned as possible with the new time zone.

Product/service is clearly differentiated from existing offerings:

Through past research and investigations, very little exists in the area of travel support to address jet lag, and none exist via a “body clock” concept. Most professionals claim you need one week for every hour of change, which means it is essentially hopeless to even attempt addressing jet lag in such a short period of time (duration of the flight). And we are not making a claim the “Zees” eliminates the problem, as jet lag is not a simple process to address. However, our objective is to improve on one’s ability to deal with jet lag and ensure people don’t make common mistakes such as sleeping and eating based on their departure clock, or looking at their departure / arrival clocks as their point of reference of when to sleep and eat on the plane. The individual needs to follow their own “body clock” rather than the clock from their departure or arrival locations. This technique helps passengers bridge that gap much quicker.

This concept can also be used by airlines if they align their services and lighting schedule to match the true “body clock” being experienced by all passengers.


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Risks & Drawbacks

Drawbacks significantly minimized

The multiple levels of personalization, as well as an output of two different “body clocks” (accelerated and decelerated model) helps to provide the option best suited to passenger.

Risks clearly identified with mitigation strategies

Although there is always an optimum “body clock”, two types are generated to allow the user to over-ride the output and select what is best for them.

Other Parameters

Innovative approach to addressing business challenges.

Innovative in that a new clock has been created with a speed based on personal preferences, departure time, arrival time and duration of flight. This innovative approach addressed the immense business (and personal) challenges related to jet lag, including being inattentive, inefficient, needing to pad the trip at the beginning, etc.

Clear understanding of the issue it seeks to address

Addressing jet lag is very clear, as it deals with the flying across time zones, so called “east-west” travel.

The economic drivers of the model

There are several economic drivers of this model. At one level, there is revenue generation related to the use of the app itself through advertising and sponsorship. Airlines, especially early implementers of the concept, could benefit in having these customized and passenger-friendly services available prior to the competitors. These can be offered on board through their In-Flight Entertainment system and through their own airline apps.

Companies who require jet lag related travel from their executives / employees, could also benefit in having their employees arrive more alert and efficient to their destination. These companies may be willing to purchase and further customize this app for their own purposes.

Finally, this “Zees” app represents a “base” model of the program. Additional features and algorithms can be employed using a pay for use model. Note that a separate product is being developed to use the same principles but applied to the airline industry employees, in particular pilots and flight attendants, who are working non-routine shifts.

The feasibility of the concept

A working model of the “Zees” app has already been built and deployed in 2017, on the iOS platform. Prior to that, the user has been using a paper and then Excel version of the model for over a decade, to fine-tune and prove the effectiveness of the model (through friends and family).

The market need

Jet lag is a huge problem, both for business effectiveness but also to better maximize enjoyment of a vacation by minimizing jet lag.


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Size of opportunity

Air Canada was used as a case study to determine the number of flights with the potential for jet lag. This was done by calculating the time zone change from departure to arrival, as a net total hours of difference that the body experiences. A review of all their destinations world-wide (May 2018) shows a wide distribution of time change between departure and arrival, from 0 hours to 16 hours (see figure 2). We then defined jet lag based on this time change, with severe jet lag defined as being 6 or more hours of time change existing between the departure city and arrival city (see figure 3). Over half (52%) of the flights were categorized as generating some potential for jet lag, and 43% as severe (see figure 4).

Figure 2: Time zone change between Departure and Arrival – Air Canada May 2018


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Figure 3: Definition of Jet Lag

Figure 4: Potential for Jet Lag – Air Canada May 2018

49%

9%

43%Jet Lag, 52%

Time Zone Change from Departure to ArrivalRef: Air Canada May 2018

None

Mild

Severe


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Competitive landscape

None as far as research suggests.

Potential risks

People may be reluctant to adapt to using the concept of a “body clock”.

Financial Viability of Business Idea The financial viability of this “body clock” concept is very strong. The cost to further develop the various concepts and create an aesthetic package is minimal compared to the value generated to both the user and the investor. Investment opportunities range from the individual platforms, such as apps and computer websites, to the corporate platform, such as airlines, airports and airplane manufacturer.

The concept, algorithm and customizable features are quite straightforward, and can easily be scaled to different languages, countries and industries. The financial plan would be developed in conjunction with the industry and/or investor that wished to be the first to embark on this partnership. This includes programming and marketing strategy.

Integrating these concepts within Airline’s existing phone apps and In-Flight Entertainment System is just one example of a viable financial model. An airline’s acceptance of this concept could revolutionize how flights are managed, including meals and lighting, allowing them to take a leap forward in innovative air travel.

Timeline of Development and Implementation The biggest challenge to the financial plan, development and implementation is to canvas which industry and investor is most interested in the opportunity. A working concept and app already exists, so this aspect has already been developed.

The next step in development and implementation is a marketing survey with potential industries and investors. As the proof of concept has already been completed, the next important step is to determine which potential client or partner would most like to have this product customized and piloted in their specific application.

We believe the best value is served by having the “body clock” / Travel App concept integrated directly within the airline phone apps and In-Flight Entertainment system, specifically within an interested airline. However, the marketing study would serve to clearly identify and prioritize the opportunities.

This is a very low risk / high reward product.

Risk Probability

Business Case: Medium. Customer base exists but industry interest not clearly defined.

Organizational: Low/Medium. Expected development time is equal to Customer need

Technology / Operability: Medium. Proven Technology but first time for industry. Feasibility shown at phone app level and small user-base.

External: Low. App developers and marketing analysts already exist.

Environment Health & Safety: Low. Concept will improve health aspects.


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Risk Impact

Business Case: Low. No negative impact.

Organizational: Medium. Cost of resources or group to lead this work internally.

Technology / Operability: Low. Minor impact on project cost overruns & project objectives. Easy to rework.

External: Low. Product already functional and external resources available.

Environment Health & Safety: Low.

Figure 5: Risk Prioritization Matrix

Competency of Entrant’s Delivery Team We have the internal skills and experience to further develop and advance the concepts associated with “body clock” and Travel App. We have partners who are experienced in programming, both for phone and computer applications, as well as web design.

The gaps we possess are in marketing, in particular with the study required to properly identify optimum opportunities. We also need to connect with travel industry experts and obtain contacts with airlines / airports.

Team and Resources includes:

Asim Khan: Managing Director and Partner – Analyze and Improve, Inc.

Stephen Kim: CEO/Founder of Crystallized Games Inc. Co-developer of Zees Phone App.

Angela Costa: Owner Mondesa Travel Group.

Brandon Beck: IT and Social Media Consultant – Analyze and Improve, Inc.

Martin Boote: Graphic and Programming Development for phone apps.

Documents

Analyze and Improve it’s what we do! …Analyze and Improve – it’s what we do! July 9, 2018 Page 5 associated with reports suggesting that a full week is required to simply readjust