Robert A. KusykCo-Founder & Chief Executive Officer

www.OESHshoes.com

University of Virginia School of LawFinance of Small Enterprise—Richard D. Crawford

October 20, 2015

Start Me Up…

1. MUST synthesize a Differentiating Benefit unique to your product

2. Product must compare favorably—Value AND Price—vs The World of Substitutes (usually gigantic brands) to create each and every discrete transaction

3. Know your satisfied customers better than anyone—their interpretation of #1 is your Brand Image

4. Innovate carefully—don’t lose your mojo to an itchy finger

5. Listen to complaints to improve the product & minimize returns

6. 0/day to 1/day is the toughest hurdle to clear—1 to 2, 2 to 4, etc. gets easier and easier IF you stay TRUE TO #1

7. 100 customers are good, but need 1,000 customers to have a viable business…and grow

8. 1,000 repeat customers—a sophisticated amplification of Brand potency—is a transformative achievement for a Start Up.

2

3

Developed by Dr. KerriganOESH shoes are the brainchild of Dr. Casey Kerrigan, a Harvard M.D. who spent over twenty years studying the effect of shoes on human motion and forces during walking and running. In designing OESH Dr. Kerrigan didn’t start with tradition. Rather, OESH started with an entirely new platform, founded upon the medical research world’s most sophisticated laboratory observations.Driven by a devotion to women’s health, wearing OESH is different than wearing typical shoes–and so are the results.

4

5

6

7

8

9

10

0 10 20 30 40 50 60 70 80 90 100 -0.1

0.0

0.1

0.2

0.3

0.4

0.5

0.6

High Heels Barefoot

% Gait Cycle

Coronal Knee Torque

Val

gus

V

arus

N-m

/kg

-m

11

12

13

14

15

16

Effect of Running Shoes on Knee Varus Torque

17

18

Plantar Fasciitis

Anterior TibialStress Fracture

Medial Knee Osteoarthritis

Metatarsalgia

Illiotibial BandSyndrome

Shin Splints

Gluteus Medius Tendinopathy

TrochantericBursitis

19

20

21

22

An Entirely New Paradigm for Footwear

Protect the footMinimize stress and strain at the foot

levelEliminate shock absorption at heel strikeAllow the foot to appropriately pronate

into midstance Do not increase the coronal joint torques

Provide true compliance when and only when it is needed at the active peak

23

Targeted Compliance

OESH Shoes minimize stress and strain throughout the lower extremity by providing targeted compliance exactly where it is needed--in the coronal plane—and exactly when it is needed—at the peaks of the ground reaction force--when virtually all overuse injuries occur

24

25

26

27

Institute of Electronic and Electrical Engineers (03-14) The Race to Build a Better Shoe

28

29

Autodesk Line/Shape/Space innovation blog (08-15) How to Become a Product Designer:

A Medical Doctor Shifts Career From Academia to Shoe Design

30

If I wanted to Counsel a Start Up…

1. MUST completely understand Differentiating Benefit of your client’s product. It’s right there where you learn the most

2. When the client discusses strategy with you, be especially mindful of & Counsel toward the long term. Be clear if something strikes you as stupid

3. Especially while the company develops sea legs, stay in your lane—e.g., if an IP expert, stick to IP

4. Best counsel is to be supportive, an advocate, and provide peace of mind. Anything you do regularly that is technical in nature—mundane (but timely) filings, insurance suggestions, and the like—is value-added to the client

5. Value-added becomes invaluable in but a few years.

31

32

33