EMAIL DETAILS

FYI, more prep for the Wednesday call with Walmart. The Counsyl team is
preparing a presentation and will send prior to the call.

I think the format of the call will be for Hunter to kick it off and
introduce us and Counsyl as our portfolio company, then Hunter introduces
Ramji. But before we head into the Counsyl presentation, we ask the
Walmart team to introduce themselves and their scope of responsibility to
we get a sense of how on or off target we are so we have that input as we
go into the discussion.

Let me know your thoughts.

Best,

Neil

Neil Callahan
RSTP
neil@rstp.com
917-945-9516


---------- Forwarded message ----------
From: Neil Callahan <neil@rstp.com>
Date: Sun, Oct 26, 2014 at 1:56 PM
Subject: Re: thanks and looking forward to Wednesday
To: Ken Nesmith <kenneth@counsyl.com>
Cc: Alissa Reiter <alissa@counsyl.com>, Rob Guigley <rob@counsyl.com>,
Ramji Srinivasan <ramji@counsyl.com>


Hi Ken,

Yes, a very productive call. To summarize, I think some of the key points
in introducing the company are:

1. Shared philosophy about commerce - bring high value products to market
at the lowest possible price so all consumers can benefit and participate
in the value proposition.

2. Counsyl's saliva based sample technology enables lab testing to go
retail - no need foor specialized lab technician skills or conditions,
pharma techs and the like can obtain the sample or even consumers can self
administers the test and obtain a sample.

3. Shared focus on Women as head of household. 70% of purchased decisions
in the US are made by women/women in a household. And for healthcare it's
the same or higher - children and men are not getting screening because
they choose on their own, it's the women in the household caring for the
children and nagging men to get proper screening and care.

4. Benefits to Walmart of attracting Women & young families is clear -
Counsyl's tests are highly correlated to that demographic.

5. Women's Health as a platform - perhaps talk about the timing to
approach Walmart is aligned to launch of the breast cancer screening test
and looking for a channel to get the test out to as many American women as
possible, perhaps in conjunction with Koman, etc. Perhaps even a
promotional idea of have a "Breast Cancer Testing Day" where families take
their mom or daughters, etc to Walmart to get tested, so huge event Walmart
can take credit for nationwide. They have the footprint to pull something
like that off.

6. Counsyl Connect Technology - as way to manager consumer relationships
before and after they leave the store and a way to generate leads and
traffic to the store.

7. Potential Deal Points:
A. Pricing and business model - would Walmart buy kits and resell them?
Would it be a rev share of the insurance reimbursement? Don't think you
come with exact pricing, but ideas on potential structure.
B. Packaging and retail product - how would the kit/test be tailored to
the retail environment?
C. Marketing & Promotion: what kind of market support would you invest in
to support the product at retail? Brand & media campaign, sponsorship,
traffic driving tactics, etc.
D. Data Sharing: what kind of list sharing and analytic sharing would you
propose (i.e., driving non-Walmart test consumers to Walmart, sharing
demographic and other information with Walmart, etc.)
E. Volume / Capacity: how many tests could Walmart do in a year? What
would success look like in terms of an annual target across the test
portfolio
F. Technology: could the Counsyl technology be expanded into other lab
tests that Walmart may want to enter the market with? Could be a whole
strategy around taking share and traffic from Labcorp and Quest and
hospital centers and bringing that traffic into the retail store.

8. Desired Outcome: I think the goal of the call would be to create
enough interest to generate an invitation to come to Bentonville and spend
time with their team learning more about Counsyl and exploring what a
potential relationship could look like.

I am sure you guys have it covered, just wanted to provide additional input
that you might find helpful. If you want me to review anything or discuss
further I have time tomorrow and Tuesday, just let me know.

Best,

Neil


Neil Callahan
RSTP
neil@rstp.com
917-945-9516


On Fri, Oct 24, 2014 at 4:09 PM, Ken Nesmith <kenneth@counsyl.com> wrote:

> Thanks again Neil! Looking forward to Wednesday. Rob, Alissa, Ramji, and I
> will be up and caffeinated. We'll share materials with you before the call;
> the discussion today was helpful.
>
> Ken
>
> PS, small world moment - Alissa and Greg Penner were classmates at
> Stanford!