Executive Summary
 
Alfa Rhythm
 
The revolutionary transcranial electro-biometric stimulator
 
July, 2015
 
Table of Contents
 
Abstract
  1.  The company and the product
  • Alfa Rhythm Ltd
  • Description of Product
  • Vision
  • The key to success
  • Major Financial Goals and Projections
 
  1. Potential Target Audience
  • Attentiveness and Concentration
  • ADHD Conventional Medicinal Treatment
  • Depression
  • Anxiety
  • Sleep Disorder
 
  1. Strategic guidelines for realization of potential market sales
  • Potential Market
  • Strategic Guidelines

 

Abstract                                                                                                                                           The present invention is an electro-biometric apparatus designed to emit a range of electric pulses, characterized by a user established frequency, stimulating the brain to imitate the current frequency at work. When compared to standard known transcranial magnetic stimulation devices, substantial advantages merit it being a multi-purpose self-operated revolutionary approach for mental stimulation. Alongside psychological and health oriented issues such as depression and ADHD, bolstered mental function and creativity provides the user with alertness, a sense of tranquility and mental sharpness, aimed at enhancing complex problem solving abilities characterizing dynamic environments. Research-based results involving EEG measurements support optimal cerebral stimulation though use of alpha and beta-1 wave frequencies, comprising a range of 10-20 Hz, enabling the brain to sustain level of prowess up to hours after actual stimulation has ceased. In addition to technological superiority, mass outreach is further reassured through wide age-range compatibility, ease of autonomous-use, battery-supplied power, compact device involving immediate attaching to forehead, and non-hazardous prolonged continuous stimulation.
The company is planning to introduce the technology into the wellness market, to address increase the relaxation stage and improve on concentration, each at the same low voltage of around 3Volts and with different frequencies in the range of 1 to 25 Hz.
 
 
 
Chapter 1:The Company and the Product

1.1  Alfa Rhythm Ltd
    Alfa Rhythm Ltd was established in 2013, with the vision of affecting the brain's activity through triggering a variety of brain wave frequencies (including, but not limited to alpha brain wave). Our company is located at Kiryat-Bialik and employs 4 specialists, that have been successfully operating the company for the last 4 months. Recent period has proven have successfully matured, technically and financially, preceding an advertisement campaign for penetrating and differentiating the product. Our board of directors is comprised of business men from the leading Israeli business sector, actively and profusely working at accomplishing and advancing the company's business goals.
Every millimeter cube of our cerebral cortex contains approximately 20,000 brain nerve cells (neurons), interacting among themselves through billions of connection points. The entire brain itself is comprised of a trillion of such nerve cells, organized in complex branched networks. Each and every one of these trillion brain nerves can make make contact with 100 to 10,000 other nerve cells (neurons).
We hereby claim, as established and evidenced within our patent application, that through transmission of a variety of waves, among which includes alpha waves, the brain will imitate the waves broadcasted and mirrored upon it. Upon acknowledgment of this refined concept, the yet-to-be established company has shifted its business focus, and had commenced in the development of a variety of different Alfa Rhythm Ltd devices. At the same time, the company had begun a series of rigorous and in-depth examinations which has led to the formal and lawfully organized submission of a patent application in the USA.
Initial presentations reveal an enthusiastic approach towards our Alfa Rhythm Ltd devices, from a very receptive target audience.
1.2  Description of Product
     Advanced and cutting edge science has exemplified that each activity or health state is translated by the brain to electrical waves. Science has proven that all human activity is translated to energy, providing us with the understanding that there is no substitute for         human thinking.
Using the appropriate thinking, we can change the brain's frequency, and transfer from a present state to another, conditioned on us being highly experienced as well as our ability to control our urges and anxieties. This notion is deeply rooted in the past. Spiritual schools and philosophies determine that extensive practice is required to achieve the aforementioned level, thus a variety of methods have been invented for this purpose (e.g., the Zen and Shaolin priests).
Alfa Rhythm Ltd presents the golden mean to achieve desired states easily and swiftly.  Alfa Rhythm Ltd presents an innovative and safe device for the easy and safe use of the mass population, based on profound thought and vast research.
Alfa Rhythm Ltd will stimulate the individual's brain activity level, to a desired state,  within 20-30 minutes, upon independent decision and desire.Through the use of Alfa Rhythm Ltd, you are the master of your body's activities and your brain's thoughts.
1.3  Vision  
We believe that each and every individual has the right to choose his personal lifestyle and healing techniques, with the desire to experience maximum life quality. Our purpose here is to provide each and every individual, the freedom to chose between consuming dangerous drugs, such as "Ritalin" the completely safer and evenly efficient Alfa Rhythm treatment. 
Unfortunately, many of the faiths establishing our health derive from media and outdated health-system based widespread myths, mainly concerned with the well-being of the stakeholders, rather than our own health and safety. 
In contrast., our most inner conviction leads us to believe that…
·    our personal health as well as that of our beloved family is our most valuable asset.
·   every individual has the ability to radically change his/her state of mental and physical health. 
 
1.4  The key to Success                                                                                                                    
    A highly professional and motivated team, backed up and substantiated by a board of directors, all members of the highest business qualifications and abilities, alongside specialists in the intricate field of the human mind, engaged in challenges that are dealt with and resolved with the use of aforementioned devices (everything according to its own merits). The technology and human capital constitute an integrated business model, that positions MASTER BRAIN as providing the correct mix of non-invasive, safe and efficient treatment to common known problems in our world, based on High-tech solutions, enabling the design of unique applications, providing easily operable solutions.
 
1.5  Major Financial Goals and Projections
     Following a meticulous and scrupulous examination of the production, design and assembly means at our disposal, we can estimate that MASTER BRAIN is expected to sell a total of 50,000 devices within the 2 following years, a penetration of 0.3% of the potential market of 18 million units per year. We estimate the sales reach 500,000 devices within the next 5 years. The company will produce substantial income during the 3rd quarter of 2016 (sales will commence by the end of 2015). Sales will grow to approximately $10,000,000, within 2 years of the company being active (a projection based on sales of 50,000 units sold at a net price of $200 per unit, during the first 2 years), constituting the penetration stage. Afterwards, and up to the 5th year, we will obtain total sales of 500,000 devices, for a total return of $100,000,000. The company is expected to reach the breakeven point till the end of the first year. In order to realize the aforementioned projections, the company must raise an initial 5 million dollars, to afford the management to reach those goals . In our opinion, a single round of fundraising  is required for fulfillment of above program and establishing the company as highly potential for public issuing.
 
 
 
 
Chapter 2: Potential Target Audience

2.1  Attentiveness and Concentration
One of the main characteristics of the disorder under discussion is a deficient ability of attention and concentration. While some chose to differentiate among these expressions, others perceive them as synonymous, i.e., describing the same phenomenon. We will adhere with those relating to them as sharing the same mechanism, and avoid distinguishing between the two. Concentration ability relates to all brain activities, incorporating emotional and environmental states, and enabling an individual to absorb stimulations from the environment. The attention is also involved in the ability to screen out specific parts from the sensual input, among an abundance of competing stimulations. For example, habituation, which takes place through recurring and prolonged exposure to a certain stimulation, vacates the attention resources for absorption of new environmental stimulations. This way, concentration enables the individual to focus on new information and messages. It enables the addition separation of the wheat from the chaff, thus blocking the penetration of other messages from penetrating the consciousness and disrupting the thought-thinking process. In case of lacking concentration, during the fast exchanging stream of contents and thought, the thought wanders to different directions, randomly switching from one subject to another. In addition, concentration enables the collection and concentration of mental energy. This enables the individual to concentrate the cognitive resources at his disposal, when faced with a specific mission. Accordingly, the attention is a process which regulates many aspects of learning and behavior.
Attention is necessary for the conscious and non-automatic actions taking place in the             working memory, affecting its capacity, that well known number of 7±2 actions. The central processing unit of the working memory is responsible for allocation of attention resources, as required, while also being involved in the activation of higher cognitive abilities (such as inhibition and planning), especially during the simultaneous performance of 2 missions or more. Additional effect of the attention derives from the fact that the working memory is connected to the short-term memory, through which the environmentally-absorbed information is transferred to the long-term memory, for the purpose of permanent long-term memory, i.e., the attention ability is involved in the encoding process of the memory.
For this reason, individuals with attention deficit disorder frequently complain about memory difficulties, even when their memory mechanisms do not reveal any damage. 
The level of concentration may continuously change, from an infinitesimal level of concentration to maximum concentration. The difficulty in directing and focusing the attention impairs all functions based on this ability, and can manifest in different ways among different people. For example:
Difficulty in maintaining he concentration attention for a prolonged period of time. In contrast to other symptoms of attention deficit, this ability is not regarded as one of the executive functions.
Difficulty in concentrating on one specific stimulation.
Distraction and difficulty in screening out external stimulations, potentially leading to information abundance.
Difficulty in attention to details, which may lead to copying type error
Confusion and difficulty in clear thinking.
Impairment of processing information of simultaneous data.
Difficulty in attention allocation for the performance of simultaneously different missions.Individuals characterized by lack of attention are inclined to day-dreaming, seem not to be listening when spoken to, often lose things, and forget things during daily activities.
The initial difficulties in attention and concentration may also impose secondary impairments on higher and complex abilities based on them, such as learning and organization. In these cases, pedagogic achievements will not accord with the individual's potential abilities. While  in many cases, these characteristics create a difficulty in all areas of studies, they also affect other areas in life. Lack of attention may often lead to being caught off guard, as a result of missing out on vital information required for adequate preparation in a certain state. For example, not paying attention to instructions delivered during a class of a staff meeting.
 
 
In addition to impairment of learning new knowledge and skills, the effect of lowered attention and concentration skills is less significant with relation to automatic processes well mastered by an individual, thus requiring less deliberate and conscious effort. This is due to the knowledge stored in the executive memory, and automatically retrieved, without the need for deliberate attention, as the automatic ability is gradually acquired through the process of practice, thus, practicing and personal experiment play a major role in promoting the functional ability in these cases.
The secondary consequences of inattention and concentration difficulties can manifest as early as pre-schooling period, and potentially take a toll on non-academic areas, such as the social, emotional and behavioral aspect. For example, when an inattentive child has difficulties concentrating and is out of focus during the focus hour in the kindergarten, hr or she may receive a negative feedback from the kindergarten teacher. In addition, the attention deficits may affect the child's image in the eyes of the pedagogic staff at the school. 
Children with attention deficit, who are not over active, may be perceived by the teacher as non-competent, or lacking motivation or slow. The difference between the student's true ability, his grades and the teachers' appraisal may impair the individual's self-image.  
 
2.2 ADHD Conventional Medicinal Treatment
The primary ADHD medications include stimulants, nonstimulants, and antidepressants. Stimulants are the most common treatment for ADHD in children and adolescents. They include methylphenidate - Ritalin, Metadate, Concerta, Quillivant XR, and Daytrana - or amphetamines, including Dexedrine, Dextrostat, and Adderall. A newer drug, Vyvanse, is a type of amphetamine that’s formulated to last longer and to be less conducive to abuse or dependence than other stimulants.
Other FDA-approved drugs for ADHD in children and adolescents include the non-stimulants Strattera and Intuniv. Strattera works on levels of the brain chemical norepinephrine and is quite effective at treating and controlling ADHD symptoms. Intuniv affects certain receptors in the brain and also improves concentration and impulse control. Both of these drugs pose a much lower risk of abuse or dependence than stimulants.
The antidepressant Wellbutrin has been shown to be beneficial in treating ADHD. Wellbutrin can be an alternate treatment when tolerance or abuse of a stimulant is a problem.
Antidepressants have a positive effect on all three of the major components of ADHD:  inattention, impulsivity, and hyperactivity. They are another option for children whose response to stimulant medication has been inadequate. They also are used as an alternative for children who experience unacceptable side effects, such as tics or insomnia, from stimulant medication.
Stimulants such as Ritalin and Adderall are often prescribed for attention deficit disorder, but they might not be the best option for your child - and they’re certainly not the only treatment.
Medications for ADD/ADHD may help the child concentrate better or sit still, at least in the short term. But to date, there is little evidence that they improve school achievement, relationships, or behavioral issues over the long term. And even in the short term, medication won’t solve all problems or completely eliminate the symptoms of ADD/ADHD. Furthermore, there are concerns about the effects these powerful drugs may have on a child’s developing brain. And the side effects - such as irritability, loss of appetite, and insomnia-can also be problematic.
The bottom line is that  medication is a tool, not a cure. And it is most effective when combined with other treatments that address emotional and behavioral issues.
 
2.3  Sleep Disorders, Depression and anxiety
Depression
The normal ups and downs of life mean that everyone feels sad or has "the blues" from time to time. But if emptiness and despair have taken hold of your life and won't go away, you may have depression. Depression makes it tough to function and enjoy life as in the past. Just getting through the day can be overwhelming to such individuals who baffle to understand the signs, symptoms, causes, and treatment of depression.
 
 When we try to understand depression, we must remember that sadness or downswings in mood are normal reactions to life’s struggles, setbacks, and disappointments. Many people use the word "depression" to explain these kinds of feelings, but depression is much more than just sadness. Some people describe depression as "living in a black hole" or having a feeling of impending doom. However, some depressed people don't feel sad at all - they may feel lifeless, empty, and apathetic, or men in particular may even feel angry, aggressive, and restless. Whatever the symptoms, depression is different from normal sadness in that it engulfs the victim's day-to-day life, interfering with the ability to work, study, eat, sleep, and have fun. The feelings of helplessness, hopelessness, and worthlessness are intense and unrelenting, with little, if any, relief.                                                                                                                                            According to depression statistics from the Centers for Disease Control and Prevention (CDC), about 9 percent of adult Americans have feelings of hopelessness, despondency, and/or guilt that generate a diagnosis of depression. At any given time, about 3 percent of adults have major depression, also known as major depressive disorder, a long-lasting and severe form of depression. In fact, major depression is the leading cause of disability for Americans between the ages of 15 and 44, according to the CDC. Understanding these very real depression statistics helps paint a fuller picture of the impact of depression in America.
Prevalence of Depression in Men vs. Women
According to the National Institute of Mental Health (NIMH), the largest scientific organization dedicated to mental health issues, women are 70 percent more likely than men to experience depression during the course of their lifetimes. Research has shown that this is in part due to hormones. Depression risk goes up for women after pregnancy, during menstruation, and during menopause. Another reason for higher recorded numbers among women? They are more likely to seek help and be diagnosed. Men are more likely to try to self-medicate with drugs or alcohol, whereas women are more likely to seek help from friends and family or psychiatrists.
The Rising Rate of Depression
Statistical trends related to depression are hard to come by, but most experts agree that depression rates in the United States and worldwide are increasing. Studies show that rates of depression for Americans have risen dramatically in the past 50 years.
 Research published in The American Journal of Psychiatry found that major depression rates for American adults increased from 3.33 percent to 7.06 percent from 1991 through 2002. Depression is also considered a worldwide epidemic, with 5 percent of the global population suffering from the condition, according to the World Health Organization.
Depression Comes in Different Forms
People who have stressors in their life that make them feel hopeless and helpless are more likely to become depressed . However, there are many different types of depression, from the garden-variety sad mood to major psychotic depression. Major depression is defined as a severely depressed mood that goes on for two weeks or more, interfering with a person’s daily functions. Other types of depression include:
·   Dysthymia. This is a type of minor but chronic depression that lasts two years or longer.    Dysthymia affects about 1.5 percent of American adults.
·   Postpartum depression. This form of depression affects about 10 to 15 percent of women shortly after childbirth.
·   Seasonal affective disorder (SAD). This type of depression usually occurs during winter   months and is probably caused by lack of natural sunlight. SAD affects 4 to 6 percent of Americans and is more common the farther north you live.
·   Bipolar disorder. This condition involves moods that cycle between depression and extreme excitability, called mania. Bipolar disorder affects about 2.6 percent of American adults.
·   Psychotic depression. This type of depression is the most severe form and includes breaks
with reality, such as hallucinations or delusions. It is less common than other forms of depression; according to one study, psychotic depression occurs in about 5 percent of people who suffer from major depression.
 
The Prevalence of Depression in Combination With Other Conditions
Many conditions may coexist with depression. Depression may increase the risk for another illness, and dealing with an illness may lead to depression. Depression is anger turned inward toward the self, being self-destructive and therefore harmful to the body.
 
 
In fact, according to the NIMH, depression affects:
·   More than 40 percent of those with post-traumatic stress disorder
·   25 percent of those who have cancer
·   27 percent of those with substance abuse problems
·   50 percent of those with Parkinson's disease
·   50 to 75 percent of those who have an eating disorder
·   33 percent of those who've had a heart attack
 
Depression, Marriage, and Divorce
Many studies have found that being divorced, separated, or widowed is closely linked to depression. The loss of a marriage may lead to depression, or depression may lead to loss of a marriage. A 2000/2001 study published in the journal Depression and Anxiety that analyzed depression statistics from the Canadian National Population Health Survey found that major depression doubled a person's chance of becoming divorced or separated.
The NIMH also notes that:
§ Married women are more likely to be depressed than unmarried women.
§ Married men are less likely to be depressed than unmarried men.
§ Unhappily married women are three times more likely to be depressed than unhappily married men.
 
In other words, marriage seems to create a protective buffer against depression for men, but not for women.
Prevalence of Depression by Race and Age
Race seems to make a difference in the prevalence of depression, but the difference depends on the statistics looked upon. According to the NIMH, African-Americans have a lower lifetime risk of depression than whites. But according to a 2010 study by the CDC, African-Americans have the highest rate of current depression (12.8%), followed by Hispanics (11.4 percent), and whites (7.9 percent).
 
The average age for a person to be diagnosed with depression is 32. Those diagnosed between the ages of 18 and 24, when there's a 10.9 percent rate of depression, are at the greatest risk for self-harm. The depression rate drops to 6.8 percent among those age 65 and older, however, suicide rates in elderly men are higher than other age groups, perhaps due to untreated depression and other illnesses.
Americans With Depression Classified by State
According to the CDC, where you live has an effect on your risk of depression. This may reflect other influences on depression, such as access to health care in the area, the population’s education level, and opportunity for employment. Among the states surveyed by the CDC in 2010, those with the highest levels of depression are Alabama, Mississippi, and West Virginia. By contrast, North Dakota, Minnesota, Alaska, and Iowa have the lowest depression rates. The prevalence of depression ranges from 4.8 percent in North Dakota to 14.8 percent in Mississippi.
Depression and Suicide
Depression is involved in more than two-thirds of the 30,000 suicides that occur in the United States every year. For every two homicides, there are three suicides. Elderly men may feel especially hopeless when their bodies break down with illness because it can destroy their sense of masculinity. That may be why the highest suicide rate among Americans is in white men who are 85 or older, many of whom may have a depressive illness.
 
2.4 Anxiety
Generalized anxiety disorder facts
Generalized anxiety disorder (GAD) is a mood disorder that is characterized by multiple and/or nonspecific worries that interfere with the person's life in some way. Signs and symptoms of anxiety can include those that are emotional or behavioral and ways of thinking that are responses to feeling as if one is in danger. The similarities and differences in symptoms of anxiety in adults compared to children and adolescents depend on the diagnosis. There seem to be gender differences in the expression of anxiety.
 
GAD is quite common, affecting millions of people. The most common anxiety disorders are specific phobias. Other anxiety disorders include social anxiety disorder, panic disorder, generalized anxiety disorder, obsessive compulsive disorder (OCD), and posttraumatic stress disorder (PTSD). While there is no single cause of GAD, there are many factors that increase the risk of developing this disorder, as well as many possible complications associated with anxiety. Treatment of GAD usually involves some combination of lifestyle changes, psychotherapy, and/or medication. Various lifestyle choices, support groups and family interventions can help prevent anxiety.
Frequency and commonness of anxiety
Anxiety disorders are the most common mental illness in the U.S., affecting 40 million adults in the United States age 18 and older (18% of U.S. population).·     Anxiety disorders are highly treatable, yet only about one-third of those suffering receive  treatment.
·     Anxiety disorders cost the U.S. more than $42 billion a year, almost one-third of the country's $148 billion total mental health bill, according to "The Economic Burden of Anxiety Disorders," a study commissioned by ADAA.
·     More than $22.84 billion of those costs are associated with the repeated use of health care services; people with anxiety disorders seek relief for symptoms that mimic physical illnesses.
·     People with an anxiety disorder are three to five times more likely to go to the doctor and six times more likely to be hospitalized for psychiatric disorders than those who do not suffer from anxiety disorders.
·     Anxiety disorders develop from a complex set of risk factors, including genetics, brain chemistry, personality, and life events.
Anxiety and DepressionIt's not uncommon for someone with an anxiety disorder to also suffer from depression or vice versa. Nearly one-half of those diagnosed with depression are also diagnosed with an anxiety disorder.


Related Illnesses
Many people with an anxiety disorder also have a co-occurring disorder or physical illness, which can make their symptoms worse and recovery more difficult. It’s essential to be treated for both disorders, the other often being one of the following: Bipolar disorder, Eating disorders, Headaches, Irritable bowel syndrome (IBS), Sleep disorders, Substance abuse, Adult ADHD (attention deficit/hyperactive disorder), BDD (body dysmorphic disorder), Chronic pain, Fibromyalgia, Stress.
Anxiety among Children
Anxiety disorders affect one in eight children. Research shows that untreated children with anxiety disorders are at higher risk to perform poorly in school, miss out on important social experiences, and engage in substance abuse.
Anxiety disorders also often co-occur with other disorders such as depression, eating disorders, and attention-deficit/hyperactivity disorder (ADHD).
Anxiety among Older Adults
Anxiety is as common among older adults as among the young. Generalized anxiety disorder (GAD) is the most common anxiety disorder among older adults, though anxiety disorders in this population are frequently associated with traumatic events such as a fall or acute illness.
Treatment Options
Anxiety disorders are treatable, and the vast majority of people with an anxiety disorder can be helped with professional care. Several standard approaches have proved effective: Therapy, Medication and complementary and alternative treatment
 
2.5  Sleep Disorder
Sleep is a behavioral state that is a natural part of every individual’s life. We spend about one-third of our lives asleep. Nonetheless, people generally know little about the importance of this essential activity. Sleep is not just something to fill time when a person is inactive. Sleep is a required activity, not an option. Even though the precise functions of sleep remain a mystery, sleep is important for normal motor and cognitive function.
We all recognize and feel the need to sleep. After sleeping, we recognize changes that have occurred, as we feel rested and more alert. Sleep actually appears to be required for survival. Rats deprived of sleep will die within two to three weeks, a time frame similar to death due to starvation. It is not normal for a person to be sleepy at times when he or she expects to be awake. Problem sleepiness may be associated with difficulty concentrating, memory lapses, loss of energy, fatigue, lethargy, and emotional instability. The prevalence of problem sleepiness is high and has serious consequences, such as drowsy driving or workplace accidents and errors.
     Lifestyle factors and undiagnosed or untreated sleep disorders can cause problem sleepiness. Lifestyle factors include not getting enough sleep, having an irregular sleep schedule, and using alcohol or certain medications. Of the more than 70 known sleep disorders, the most common are obstructive sleep apnea, insomnia, narcolepsy, and restless legs syndrome. Large numbers of individuals suffering from these sleep disorders are unaware of - and have not been diagnosed or treated for their disorder.
     Problems with sleep can be due to lifestyle choices and can result in problem sleepiness - that is, feeling sleepy at inappropriate times. Environmental noise, temperature changes, changes in sleeping surroundings, and other factors may affect our ability to get sufficient restful sleep. Short-term problem sleepiness may be corrected by getting additional sleep to overcome the sleep deficit. In other cases, problem sleepiness may indicate a sleep disorder requiring medical intervention. Alcohol abuse can cause or exacerbate sleep disorders by disrupting the sequence and duration of sleep states. Alcohol does not promote good sleep, and consuming alcohol in the evening can also exacerbate sleep apnea problems.
 
Frequency and commonness of sleep disorder§ Some 70 million people in the United States have a sleep problem. About 40 million adults suffer from a chronic sleep disorder; an additional 20 - 30 million have intermittent sleep-related problems. (National Heart, Lung and Blood Institute)
§ Effects of sleep loss on work performance may be costing U.S. employers some $18 billion in lost productivity. (NSF poll on Sleeplessness, Pain, and the Workplace).
§ America’s adults average 6.9 hours of sleep each night, slightly less than the range of seven to nine hours recommended by many sleep experts (NSF Sleep in America poll).
§ Three-quarters of America’s adults, (75%), said they frequently experience at least one symptom of a sleep problem in the past year. (NSF’s Sleep in America poll).
§ More than three-quarters of America’s partnered adults (77%) say their partner has a sleep-related problem; the most common problem is snoring (NSF Sleep in America poll).
§ One-quarter of America’s adults, 47 million people, don’t get the minimum amount of sleep they say they need to be alert the next day (NSF Sleep in America poll).
§ One-quarter of America’s adults say their sleep problems have some impact on their daily lives (NSF Sleep in America poll).
§ People who are already hypertensive may increase their risk of heart attack or stroke if they fail to get adequate sleep.
§ Shift workers are 30 - 50 percent more likely to develop heart disease than day workers in the same industry.
§ More than one-half of America’s adults nap at least once a week.
§ While the majority of America’s adults do not use anything to help them sleep, for those who do use a sleep aid, alcohol appears to be the popular choice; 11 percent of adults said they used alcohol, beer or wine at least a few nights a month, 9 percent used over-the-counter sleep aids, 7 percent said they used prescription medications.
 
Specific Sleep Disorders
Sleep Apnea
§ Sleep apnea affects some 18 million people. According to NSF’s 2005 Sleep in America poll, about one in ten adults reported experiencing pauses in breathing during sleep. Snoring can be a symptom of sleep apnea.
§ About 59 percent of adults said they snore, according to NSF’s 2005 Sleep in America poll; about one-fourth of those who snore do so every night or almost every night.
§ Untreated sleep apnea may cause $3.4 billion in additional medical costs.
§ People with untreated sleep apnea are two to seven times more likely to have automobile crashes than the general population. (National Heart, Lung and Blood Institute. Facts about sleep apnea).
 
Insomnia
§ Insomnia is the most common sleep problem for America’s adults, according to NSF polls. More than one-half of adults in America (54%) said they experienced at least one symptom of insomnia a few nights a week; one-third (33%) reported having a symptom every night or almost every night in the past year.
§ A conservative estimate of the total annual cost of insomnia is $92.5-$107.5 billion.
§ People with level II insomnia use more health care resources than those without insomnia.
 
Narcolepsy  
§ Narcolepsy affects about one in every 2,000 people, or more than 135,000 Americans.
§ Narcolepsy usually strikes people in their mid-teens to age 25. (National Institute on Neurological Diseases and Stroke).
Restless Legs Syndrome
§ Restless Legs Syndrome - It is estimated that RLS affects as many as 12 million Americans, though some researchers estimate a higher occurrence because RLS is thought to be under-diagnosed.
 
DROWSY DRIVING
§ About six in ten of adults licensed to drive (60%), or about 118 million people, said they have driven drowsy at least once in the past year.
§ Seventeen percent, 32 million people, said they fell asleep at the wheel.
§ According to the National Highway Traffic Safety Administration (NHTSA) at least 100,000 police-reported crashes are caused by drowsy drivers each year. These crashes result in more than 1,500 deaths and 71,000 injuries.
 
 
 
Chapter 3: Strategic guidelines for realization of Potential Market Sales
 
     After reviewing the company in chapter 1, and the potential market in chapter 2, we will now elaborate regarding intended strategic guidelines for penetrating and establishing a loyal target audience, constituting a profitable market segment. The combination of depression, anxieties, sleep disorders and the medical world, in general, are still presently highly stigmatized, as something dark an intimidating. Throughout the years, we have seen this demonization, with relation to other illnesses such as AIDS, tuberculosis and even cancer, at a certain point of time. However,  in contrast to a forgiving compassionate approach to the above mentioned sicknesses, psychiatric disorders still entail negative environmental approach. As a result of expected social response, people coping with depression, anxiety and sleep disorders are reluctant regarding exposing their condition,  even within their most inner cycle of significant others, let alone with the broader surroundings. 
Attention and Concentration

3.1 Potential Market
In light of the prevailing approach towards the nature of such disorders, we assume the market            potential to surpass the 15%-26% known percent of those openly revealing their struggle with           their clinic state of depression, anxiety and sleep disorder. However, even if we chose to be conservative and consider the potential market to be the minimum threshold of 15% among the complainers, it will still impose a compelling and mind-boggling number of potential users of Alfa Rhythm Ltd. In addition, we assume that the end user will most surely always prefer the use of the Alfa Rhythm before deciding to consume medicines aimed at relieving depression, anxiety and               sleeping disorders, as something that is less pervasive, free from known side-affects and achieved in a private manner, preventing exposure to social ridicule. As a result, we assume an actual realistic ballpark of several of hundreds of millions that are in potential need of the Alfa Rhythm devices.                                                                                                                          
 
 
In line with previous stated target of this paper, within the depression, anxiety and sleep disorder division, we will purposefully continue to refrain from quoting financial potential, despite the most impressive numbers, as we are focused in presenting the financial only the overall general financial objectives of the company.  
  
It is estimated that 1 out of 10 people has to cope with attention and concentration issues, and is compelled to take medicine. According to the Attention and concentration division of Alfa Rhythm, we estimate the potential segment of individuals in need of the device to be 100 million users. The sheer number of potential user who are in compelling need or potential benefit for the use of Alfa Rhythm is staggering, and directly derives from the company's objects' with which this executive summary is focused upon.
In addition to above stated populations, when estimating projected market potential, we must take into account that 60% of the population will seek academic education. In addition, the vast percent of society will need to cope with pedagogic requirements, at a much younger age. This further lends weight to the potential sales at hand of the device for concentration and focus.  This reinforces out potential assumption to be several of hundreds of millions according to any course estimation.

3.2 Strategic Guidelines
General marketing strategy
 The company strives to sign agreements with marketers in developed countries based on the business model of percentage of sales.
General direction of the marketing strategy. The company is currently actively engaged in negotiations with the aim of finding an active major marketer in the USA, which will undertake the exposure and marketing of the product  to the wide public, in return for percentage of the actual sales.
Brand development
 The development of the brand is a mission and strategic object, that will enable continuous growth in exposing aforementioned products on one hand, while developing a supportive and adherent target audience on the other hand, thus, forming a robust prestige base for public issuing.  
Sales Forecasts  
The intention is to have a sales team engaged in active selling/telemarketing (for exposing the product and its benefits to the end user, creating an attractive price list based on integrated advertising), internet, etc. The promotional team would receive basic wage and commission.
Promotional Plan                                                                                                        
Our objective is to operate a client - oriented sales promotional plan, whose job is to establish awareness to the devices, based on the following elements:
§ Advertising campaign: A dynamic advertising campaign aimed towards the target audience, based on a marketing and advertising mix. The campaign will incorporate unique elements, such as sales promoters.
§ Strategic Layouts - the objective is to create a network of connections and cross-references   of visitors to a website, co-operations with companies, portals and forums on issues under discussion. 
§ Incentive Plans - there is no doubt that establishing an incentive array based on competitions,         prizes, incentives by "word of mouth" has a great impact on the target audience, and it is our    intention to operate such an incentive plan in the near future. 
 
Calculation of Expenses - Gross Profit
 
In this chapter, we have deliberately chosen to digress from the traditional calculation, as we do not espouse intentional blown up expenses, and thus avoided such an approach.
We, at Alfa Rhythm Ltd chose to act in accordance with our inner conviction of results-bases marketing, and we will adhere to this in future financial-marketing plans, as we have done throughout this present plan.
Expenses are expressed as a percentage of the product's price, and as such, we know for a fact that the sales of each unit will contribute cash to the company, independent of any related costs.
The cost of production, marketing and distributing will constitute approximately 55% of the product's price. Management expenses will constitute approximately 10% of the product's price.
This leaves the gross profit at approximately 35% of the product's price, independent of any related costs.