This is an educational and dietary menu builder as well as a Noom-style app that is interactive and suggests alternatives post-meal logging.

Audience and GTM:

Those with failing kidney conditions (CKD, pre-CKD) and those i active/urgent status. This is the largest market but likely the most challenging because symptoms are early and thus this is a behavioral play. DTC, B2B

Those with ESRD and on dialysis DTC, B2B

Family members, care givers who need real help with dietary do's and don'ts and proactive meal / menu creation and prep. Also of course the app for dining out and suggestions. DTC, B2B

Assisted living, group residential, caregiver shops/agencies B2B, co-brand

Nutritionists (yes believe it or not), dietitians and other "pro" users who are out of date or ill-trained but in the trenches B2B, co-brand, license

Clinicians and providers/ provider networks who are short-staffed in renal care nutritionist and dietician staff B2B, co-brand, license

Renal care enterprises who are similarly short-staffed B2B, co-brand, license

Social agencies B2B, co-brand, license

TAM

This is over half a trillion dollar segment and with the aging of the population (this is global) we need to help both the payers (CMS/ et al in the US, and single-payer government systems abroad) to reduce CKD and ESRD through management and robust tools.

This also relates to an emerging sector of pre-prepared meals, thinking about medicare and medical and other systems where prepaid meals that prevent cascading into ESRD will pay off. Certainly in families with financial resources, this can be a mid-tier to high-end tier.

Thinking also of restaurants, grocery stores and others who can understand the needs of patients via a platform and ordering/menu guide for the chefs and shops making mass market products as well as bespoke high-end orders.

More to come.

(A more sophisticated product takes into consideration blood work and uses an expert system and clinician-driven proactive / directive suggestions when results dictate a change (either more restrictive or more permissive), but this is delicate because it may be considered the practice of medicine. So it has to be well within a given set of restrictions, or it can alternatively be a true "practice of medicine" context when sold/licensed to clinicians and delivery networks. Alternatively the patient / consumer can enter their own data or use a partner lab, import the blood work and a generic set of "indications" that are clinician and dietitian validated can appear as recommendations and guidelines. This product will undoubtedly need to be reverse-engineered to comply with various regs as well as qualify for CPT and other service and. use codes for reimbursement.) A tougher lift, but when we're ready, a good North Star to aim for.

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