strategies for business and life powered by

design thinking and practical neuroscience

What Is ReSet?
a learning and coaching platform powered by design thinking and practical
neuroscience
we teach people about design thinking and practical neuroscience techniques so
that they may redesign their thinking and rewire their brain and get the results they
want, in business and in life
our signature approach is ReSet, redesign your thinking, a framework for
thinking that incorporates ideas from design thinking and practical neuroscience
insights to inspire creative thinking, deep reflection and transformation

Who, What and How

Who
anyone with an open-mind and willing to step out of their comfort zone, question
everything, take responsibility and create the future
What
we create content, teach and coach using design thinking, neuroscience, quantum
physics and transhuman theories as our inspiration
How
develop, design and deliver analog and digital learning experiences and products
based on our signature approach

Mission
to give people three superpowers: creativity, courage and mindfulness

Vision
we are guided by the belief that a future where people are more creative, brave
and mindful is inescapably more humane, sustainable, coherent, rewarding and,
ultimately, more beautiful and fun, than one where they do not...
so, we design and deliver experiences, services and products that help create that
future today.
our most fundamental belief is that a business will not change until the people
running it do...
so, we are in the business of changing people.

The goal is not to do business with everybody who needs what you
have. The goal is to do business with people who believe what you
believe. Simon Sinek

Business Model

Pillars of the Business Model

Strategy of Preeminence: build a platform by becoming a most trusted advisor to a niche audience
(entrepreneurs, executives, senior managers and professionals such as lawyers with an interest in design-driven
ideas and sustainability)

Focus on Digital Services and Products: main focus of business will be in the digital sales; corporate / higher
education clients will be taken on a selected basis, based on the aggregate brand value (e.g., IED and INPA in
Brazil, hedge funds in NY)

Premium Quality, Selective Access: products and services are priced at the higher end of the range of personal
development offerings, access is by waitlist

Consistent & Holistic Experience: ReSet will permeate clients lives with a suite of products - planner, journal,
bracelet and smartphone app to make it easy for clients to quickly hit their own ReSet button while on the go

Sophisticated and Bespoke Content Strategy: minimal free content, focus on thought leadership pieces and
blog articles that enhance the key brand concepts of depth, excellence, simplicity, insightful and connected
(emotional and intellectual resonance, transformation, spirituality, design-driven, practical neuroscience and
high performance)

Social Impact: ReSet will be offered on a pro bono basis to leading non-profit organizations, primarily in the
environmental, sustainability, and community development fields (incl. elderly and adult/child education)

Core Brand Values/Themes/Message

Strategy of Preeminence

(become a trusted source and advisor to key people)

Depth

(well-researched, deep/second level thinking)

Excellence

(well-written, thoughtful)

Simplicity

(well-structured and succinct)

Insightful

(thought-provoking, unique point of view)

Connected

(authentic and connected on an emotional level)

Social Impact

(give back)

Value Proposition (long)

a transformational, effective, innovative and simple model to work
through personal challenges, modify behavior and thought patterns in
order to achieve higher levels of self-awareness, mindfulness, creativity,
satisfaction, clarity and achievement
the ReSet model blends concepts, frameworks, approaches and tools
from design thinking, business strategy and practical neuroscience to
teach leaders how to redesign their thinking to achieve what they want,
in life and in business

Value Proposition (short)

an innovative, fun and transformational way to approach your problems
creatively using the design process and practical neuroscience
techniques

Customer Segments

Individual Clients

Visionary and independent thinkers who embrace new ideas

Purpose-driven, high-achieving and discerning individuals in their 30s/40s/50s

who are curious about or interested in design, or who are or aspire to be in a
position of leadership

Corporate Clients

Visionary and aspirational companies, financial or professional services firms

looking to design and implement innovative and cutting-edge training and
personnel development programs

Trainers/consultants/coaches/teachers

Corporate trainers, consultants and coaches who want to learn new, cutting-edge

Customer Segments

Individuals (entrepreneurs, executives, service and finance professionals and senior

managers)

Visionary and independent thinkers who embrace new ideas

A purpose-driven, high-achieving individual in their 30s/40s/50s who is curious

about, or interested in, design, and who is now or aspires to be in the future in a
position of leadership

Trainers/consultants/coaches

Corporate trainers, consultants and coaches who want to learn new, cutting-edge
and innovative techniques to enable personal and organizational change

Companies

Visionary and aspirational companies, financial or professional services firms

The Ideal Individual Client Profile

A member of the LOHAS market segment, an individual focused on health and fitness, the environment, personal
development, sustainable living, and social justice
Forward thinking, educated, influential; a standout leader, a member of an elevated subset of business leaders
committed to personal growth and proactively seeking the tools and resources to gain a competitive advantagein
business and in life
An achiever, affluent yet philanthropic, +$80k avg household income (yr); he is over 30 years of age and highly
educated, and is a CEO, founder/entrepreneur, or an MBA student, impact investor; he is an early adopter, visionary
thinker and lifelong learner
He values well-designed products and premium quality, refined craftsmanship, environmental sustainability, ethical
consumerism and brands that represent these values (e.g., Whole Foods, Patagonia, Aveda, Gaiam, Nespresso, Mont
Blanc, Cliff Bars, etc)
He is thoughtful, insightful, depthful, conscious, values-driven, open to new ideas and models of behaving and
understanding the world; he is a rising star, an opinion leader, influential and a decision-maker
Highly invested in the search of his/her own personal truth and power, and spirituality is important to him/her; he is
curious or appreciates concepts linked to integral theory and systems thinking
Enjoys reading leading publications and prefers writing that is succinct, direct yet depthful and insightful; tends to
read HBR, Wired, Inc., Fast Company, Institutional Investor, NYT, WSJ, NPR, The New Yorker, The Economist,
Financial Times, Farnam Street, Zen Habits, Mindbodygreen, Conscious Company
Some of the thought leaders/icons/influencers in his life include: Steve Jobs, Deepak Chopra, David Whyte, Tony
Robbins, Ken Wilber, John Mackey, Donna Karan, Jean Houston, Casey Shenan, John Wachob, Elon Musk, Peter
Thiel, Eric Ries, Jack Dorsey, Dave Asprey

Customer Relationships

Engagement and community-building via online platform (website

and blog)
Digital courses, trainings, webinars (to clients and other trainers,
coaches)
ReSet app
Membership / subscription to certain sections of the website for
access to exclusive content (e.g., Farnam Street model)
Live group workshops, talks and retreats
Book

Channels

Online store and blog on website

Affiliated websites (e.g., IED, INPA, etc)
Live workshops (e.g., Eventbrite, Udemy, IED, etc)

Key Activities

Research & Development

Research
Study (attend conferences,
workshops, retreats, books, courses
Concept development

Production & Delivery

Product Development & Design
(from R&D to actual product)
Service Delivery (workshop design
and facilitation, talks, etc)

Content, Sales & Marketing

Blog and article writing
E-mail list management
Social media engagement
PR-related activities
Business development/networking
Partnership sourcing and
development
Memberships

Administrative
Management (day-to-day
administration, calendar
management)
Financial (accounting,
bookkeeping)
Legal (IP, partnership agreements)
Website maintenance

Key Resources

Founder
Time (presently Founder dedicates of her time to ReSet; writing,
product creation and production, social media engagement)
Website with online store and blogging capabilities
Connections/Networks
Capital (bootstrapping strategy, no external financing)

Key Partners

Universities
Professional and financial services firms, private equity, hedge funds, family offices and venture
capital firms
Co-working spaces
Senior level advisors, consultants, coaches, trainers
Entrepreneurs networks (e.g., Ellevate, YEC, etc) and chambers of commerce

Specific names:

Parsons
Goldman Sachs, JP Morgan
Farnam Street
Design Matters
Brain Pickings
Brazilian Chamber of Commerce
IED (Brazil)
INPA (Brazil)
Perestroika (Brazil) [?]

Cost Structure
Basic building blocks: (1) Salaries & Benefits, (2) Admin (Legal, Accounting), (3) IT/Tech (website, Google Apps for
Business), (4) Sales, Marketing & Business Development, (5) Real Estate (co-working space), (6) R&D and Product
Development
Estimated Fixed Expenses (see ReSet Financials)
Founder salary (post-tax)
Benefits
Legal & Accounting

USD (month)
$20,000
500
150

Weebly

30

Google Apps for Business

10

Mobile app fee

34

Virtual Assistant

200

Co-working space

500

Marketing and Ads

500

Design and production (freelancer)

500

Business development and client entertainment

400

R&D (courses, books, retreats)

800

Travel, lodging

975

Business services software (Creative Cloud, Evernote, LeadPages, etc)

400

Total Monthly

$24,999

Revenue Streams

ReSet Me
Tools for the Creative Life of Linear Thinkers (digital products, ebook)
Members only monthly calls for a quick ReSet
Online courses and webinars
ReSet Us
Live workshops (Eventbrite, Parsons, IED, INPA)
Customized workshops designed for organizations, teams, groups
ReSet Them
Coaches/facilitators training (licensing model [?])
ReSet Now
ReSet bracelet
ReSet smartphone app

Business Design &

Development

Personal Design &

Development

Organizational & Strategy Design

Mindset Design

Competency Development

Self-leadership Development

Business Transformation

Personal Transformation

Business Development

Personal Development

Resolve to Change & Define

Resolve to Change & Define

Research Self & Context

Research Self & Context

Remix Insights

Remix Insights

Recode Patterns & Systems

Recode Patterns & Systems

Reset Strategy

Reset Mindset

Competitive Landscape
MAINLY LIVE MODELS

Organizational Design
Innovation Consultancies

(B2B consulting, project or retainer based)

CBT and Classic Therapies

Reset
Studio

Corporate Training, Coaching and

Leadership Development

Career and Life Coaching

(B2C consulting, training, facilitating,

teaching, mentoring)

(B2C consulting, training, facilitating, teaching, mentoring)

ONLINE & LIVE MODELS

IDEO U
Imperative

LUMA Institute
The Unlimited Mind
Neuroleadership
Institute

MindTools
Actionable Books
Business Model
You
Cloud Coaching
International

MindValley
Academy
Creative Live
Quistic

School of Life
Design The Life
You Love
Life Labs
Actionable Books
Perestroika
(Brazil)

Brain Pickings
Farnam Street
Integral Institute
(K. Wilber)
Presencing
Institute
David Whyte
BJ Fogg
Dr. Jeff Schwartz
Dr. Tara Swart
Dr. Kyra Bobinet

Danielle Laporte
Marie Forleo
Tony Robbins
Jane Blake (Pivot
Method)