Introduction

ParentPlaybook is a platform where parents can connect among themselves and to a community of other parents and professionals so they can find, save, and share the best parenting resources that work for their family.

ParentPlaybook provides easy ways for parents to find relevant content through crowdsourcing from parents and professionals. Then we use machine learning to deliver the most relevant content for the user’s unique situations. We also allow users to collaborate on the platform, which increases connection with people they know, like, and trust.

When needed, you can connect to a professional like a therapist, counselor or parent life coach in a telehealth engagement inside the platform. Our customer segments include moms, dads, grandparents, parenting content creators, parenting and family focused professionals and advertisers.

PROBLEM

Based on 400+ in-depth one-to-one interviews with moms, dads, professionals, and influencers the problem we discovered from our target market is four fold:

  1. It's extremely hard to find custom solutions that fit a child's exact needs.
  2. Disagreements often occur between spouses, kids, and others to solve problems in their household.
  3. Disconnection from other parents and professionals that can help leaves parents feeling lost, alone and overwhelmed.
  4. There is too much noise and toxicity on other social platforms.

Additionally, Zerotothree.org, with the support and collaboration of the Bezos Family Foundation, undertook a comprehensive research effort with a national representative sample of 2,200 parents. Some of the key findings from their research were:

  • 87% of parents across the board say they work hard to be an even better parent. 
  • 73% say parenting is their biggest challenge. 
  • 69% of parents say that if they knew more positive parenting strategies they would use them. 
  • 83% of parents from all backgrounds agree that good parenting can be learned.
  • 54% of parents wish they had more information about how to be a better parent. 

ParentPlaybook was specifically designed to help parents through their challenges of being a parent. 

Solution

We empower parents in three unique ways:

First, ParentPlaybook enables parents to create individual, customized strategies for helping each of their children by drawing on content and resources recommended by other parents, family therapists, psychologists, and health professionals. ParentPlaybook’s library of well-indexed, evidenced based curated content means parents find more answers more quickly as they seek advice and insights to match their children’s specific needs.

Second, ParentPlaybook connects parents with their partners to create a constructive, unified approach to developing parenting strategies and tackling tough issues. Plus, the content sharing and commenting features provide a safe environment for parents to connect with empathetic family and friends who may have experience and advice to share. These empowering connections help the parent feel like they are not alone, but rather confident and poised for success.

Third, when a parent decides they need one-on-one professional help for a child, the ParentPlaybook platform helps them easily find the right practitioner and connect through a telehealth visit. Telehealth selection, scheduling, and payment all happen natively in the app. Whereas finding professional help has typically felt daunting, ParentPlaybook makes the parent to professional matching process private, seamless and easy.

They say it takes a village to raise a child. ParentPlaybook puts that village in your pocket.

business model

We've identified two potential revenue sources:

The first is digital advertising. Moms are the most prized advertising demographic, accounting for 85% of spending in U.S. Households.

The second revenue stream is professional service splits. ParentPlaybook is being designed so users have the ability to access a professional through the platform via telehealth engagement. Types of professionals that we plan to provide accessibility to include: Family Therapists, Counselors, mental health experts, Parent Life Coaches, etc. When a professional service is rendered, the professional pays a percentage of their billable time to ParentPlaybook for providing the client and the technology that connects them.

market

ParentPlaybook plans to initially focus on parents that speak English then expand to other languages such as Spanish and other languages with large populations. There are approximately 426 million parents worldwide that speak English. Of those, 85% of mobile phone users use social media networks (4.48 billion people use social media worldwide). While our app is not a direct competitor to well known social media platforms, it does have many social components like custom newsfeed, crowd sourced content, shared collaborator access, robust communication/chatting tools, and saving content collaboratively are just a few of the main features that make our app a social platform. The user’s experience on the app continually improves as they invite their family and friends to the platform. We believe we can expand to approximately 18.1 million users on ParentPlaybook within four years.

Below are our calculations of our market size. With a goal of expanding into other countries and languages, we anticipate these numbers expanding beyond what we have included here.

Market Size - Digital Advertising

We are projecting 18.1 million users on the platform in approximately four years. 

Market Size - Telehealth (Clinician & parent coaching visits)

If we successfully attain 18.1 million users on the platform, we project 1% of the users will use some type of professional service. This includes visits with clinicians and parent coaches. We anticipate an average of 10 visits with a professional who use the professional services.

*Global parents that speak english
**Global parents that speak english and are active on social media

Note: The Issuer calculated market sizing using information from the following sources: Census | Backlinko | The World Economic Forum

Success to date

  • Raised $1.375M to date
  • Letters of support from the University of Utah and Utah Valley University
  • Content partnership with The Happy Child app by the Human Improvement Project (used by millions of users everyday)

Development Processes

ParentPlaybook’s Lean-Agile software development processes are very refined. Bruce Hymas, the COO of ParentPlaybook, previously worked at a Bank of America where he spent five years coaching hundreds of software development teams how to improve their software development process. These same techniques and proven processes have been applied to all aspects of ParentPlaybook’s operations. 

quality content

Our platform is crowdsourced which means as people save content to their playbooks, that content is also available for everyone else on the platform. The more people use the platform the better it gets. Over time as people interact with the platform our machine learning models will continue to identify the best content available for each individual user and their children.

Additionally, we have partnered with The Happy Child app. The Happy Child content is already available in ParentPlaybook and provides immediate access to cutting-edge research and tips that will help parents raise a happy, well-adjusted child. Years of ground-breaking research and findings in Psychology, Neuroscience and Pediatrics have been curated into one easy-to-use playbook inside of the ParentPlaybook app.

team

Philip Anderson
Cofounder & CEO
Philip Anderson co-founded Beacon Learning Group in 2007 serving as CEO for 14-years, growing the company to $68M in sales. Over the last 30 years, Phil has cofounded and led several startups. He believes the strength of the team and its underlying systems determine success. Phil believes everything learned in his business career has been in preparation for leading ParentPlaybook. He considers his greatest success to be that his family still enjoys going on vacation with him.
Bruce Hymas
Cofounder & COO
Bruce Hymas has a Bachelors of Science in Entrepreneurship from Brigham Young University and an MBA from Wake Forest University. Bruce is also a Certified Life Coach. Before working full-time for ParentPlaybook he was a Lean-Agile software development coach at Bank of America (BOA) as well as ran his own startup for five year before getting his MBA. Over the course of five years as an Agile Coach at BOA, Bruce coached hundreds of software development teams and dozens of executives transition from waterfall practices to Lean-Agile practices. As Chief Operating Officer at ParentPlaybook, he has extensive knowledge of how to reduce waste and increase productivity in all areas of operations across the company.


Philip McDonald
CTO
Phil McDonald has a Bachelors of Science in Economics from University of Utah, a Bachelors of Science in Software Engineering from Utah Valley University and is pursuing a Master’s Degree in Computer Science from Georgia Institute of Technology. As the Chief Technology Officer for ParentPlaybook, he has extensive experience in leading software development teams, on both frontend and backend systems, resulting in highly functional and highly successful projects. Phil has a demonstrated history of working in both large corporations and fast paced startups. He has successfully helped establish healthy, accountable and fulfilling company cultures where people feel accomplished, safe, valued and productive. He is skilled in mobile application development using Flutter, Firebase, GCF, Machine Learning and has extensive Management experience.


Leanne Hawken
Advisory Board Member
Dr. Leanne S. Hawken led content curation and facilitated coaching for the ParentPlaybook team and private clients. Now she is an Advisory Board Member for ParentPlaybook. She is an Emeritus Professor from the Department of Special Education at the University of Utah, a board certified behavior analyst (BCBA), and a Certified Life Coach. Dr. Hawken has over 20+ years of experience in the fields of psychology, education and behavior analysis.
Sumita Sharma
Dev Team
Sumita Sharma is a full stack developer with 6+ years of experience in Software Engineering. She completed her Masters in Computer Application and started her career with Oracle as a software developer. She is very passionate about learning new technologies and applying her tech skills to benefit people. Being a mother, she feels strongly about using technology to benefit parents and children. When she is not working, she loves to travel and spend time with family and friends.
Charles Major
Dev Team
Charles Major graduated from St. John's College (BA) and Utah State University's Huntsman School of Business (MBA) and has worked in tech for twelve years. He has worked at big companies like Google but prefers the fast-paced startup environment where he can be a part of the core team. Charles has always had a passion for helping to ensure that children have the best opportunities possible, co-founding an education and school-safety startup before joining the ParentPlaybook team. He is excited about helping to improve the lives of parents and their children — and to one day be one of those parents himself.
Ethan Richards
Dev Team
Ethan Richards is a Full-stack engineer for ParentPlaybook. 3+ years of developing native iOS applications, end-to-end. Bachelor of Science in C.S. from University of Oregon. As the youngest member of the Dev Team, Ethan has shown a high level of technical proficiency for programming and demonstrated the ability to solve significant technical challenges by building needed solutions directly into the platform.

Use of Proceeds


If the offering's maximum amount of $1,070,000 is raised:

UseValue% of Proceeds
Employee Salaries$660,00061.7%
Payroll Taxes$180,00016.8%
Health Insurance$60,0005.6%
Legal and Accounting$10,0000.9%
Marketing$107,57010.1%
Intermediary fees$52,4304.9%

Terms

This is an offering of Class A Common Stock, under registration exemption 4(a)(6), in Famwisely, Inc., doing business as ParentPlaybook. This offering must raise at least $10,000 by December 2, 2022 at 11:59pm ET. If this offering doesn’t reach its target, then your money will be refunded. ParentPlaybook may issue additional securities to raise up to $1,070,000, the offering’s maximum.

If the offering is successful at raising the maximum amount, then the company’s implied valuation after the offering (sometimes called its post-money valuation) will be:

11,251,702 shares
×
$1.12 per share
$12,601,906implied valuation

Financials

ParentPlaybook’s official name is Famwisely, Inc., so that’s the name that appears in the statements below.

These financial statements have been reviewed by an independent Certified Public Accountant.

CPA review letter

SEC Filings

The Offering Statement is a formal description of the company and this transaction. It’s filed with the SEC to comply with the requirements of exemption 4(a)(6) of the Securities Act of 1933.

We’re also required to share links to each of the SEC filings related to this offering with investors.

Understand the Risks

Be sure to understand the risks of this type of investment. No regulatory body (not the SEC, not any state regulator) has passed upon the merits of or given its approval to the securities, the terms of the offering, or the accuracy or completeness of any offering materials or information posted herein. That’s typical for Regulation CF offerings like this one.

Neither Netcapital nor any of its directors, officers, employees, representatives, affiliates, or agents shall have any liability whatsoever arising from any error or incompleteness of fact or opinion in, or lack of care in the preparation or publication of, the materials and communication herein or the terms or valuation of any securities offering.

The information contained herein includes forward-looking statements. These statements relate to future events or to future financial performance, and involve known and unknown risks, uncertainties, and other factors, that may cause actual results to be materially different from any future results, levels of activity, performance, or achievements expressed or implied by these forward-looking statements. You should not place undue reliance on forward-looking statements since they involve known and unknown risks, uncertainties, and other factors, which are, in some cases, beyond the company’s control and which could, and likely will, materially affect actual results, levels of activity, performance, or achievements. Any forward-looking statement reflects the current views with respect to future events and is subject to these and other risks, uncertainties, and assumptions relating to operations, results of operations, growth strategy, and liquidity. No obligation exists to publicly update or revise these forward-looking statements for any reason, or to update the reasons actual results could differ materially from those anticipated in these forward-looking statements, even if new information becomes available in the future.

More Info

Updates

  • Jan 12, 2023
    Filed Form C-U
  • Dec 3, 2022
    Primary offering finalized, selling 164,015 shares
    Sold 164,015 shares at $1.12 for a total of $183,696.80
  • Dec 2, 2022
    Hello! As expected, we're seeing a large...

    Hello!

    As expected, we’re seeing a large influx on investment in the final hours of our campaign. At ParentPlaybook, we love our investors who are now part-owners as soon as their investment is complete.

    It’s 1:42 PM MT (3:42 ET) as I write this. There are less than 12 hours left in our campaign.

    You have already expressed an interest in our technology and business model, you might as well join us now as in investor.

    Thanks for your interest - complete your investment now :-)

    The door closes at 11:59 PM today!

    Phil ParentPlaybook Cofounder and CEO

  • Dec 2, 2022
    I love reading the comments from people that...

    I love reading the comments from people that have invested and why they did. The theme is that typically they know there is a need that ParentPlaybook is filling. Families need technology to better access information that produces better parenting outcomes.

    Today is it. Our campaign ends today. You will not be able to become a shareholder and part-owner of ParentPlaybook after today.

    Don’t wake up in 1-2 years and read about us as a global leader in the parent empowerment space and be left saying “I wish I had invested when I had the opportunity”. Right now, today only, you do. The door is about to close. Make sure when it does, you’re on the side of it that makes you an owner. Complete your investment now.

    Thanks for your support and for following our campaign.

    Phil Anderson Cofounder and CEO

  • Dec 1, 2022
    We love our investors! We are grateful for the...

    We love our investors! We are grateful for the new part-owners of ParentPlaybook that have joined us in our mission as we build the world’s collective mind on parenting.

    Our campaign closes in 48-hours.

    I have loved the opportunity we have had to share our business model and ownership opportunity with thousands of people all over the world. Why not join us before the door closes?

    You have been following our campaign. That campaign is about to end - I personally invite you to complete an investment now. I want you to have a front row seat as ParentPlaybook becomes a global brand that helps families improve parenting outcomes one family at a time.

    Take action now and join our village!

    Phil Anderson CEO and Cofounder

  • Nov 28, 2022
    This is it - the final few days of our campaign...

    This is it - the final few days of our campaign have begun. We close December 2.

    If you’re wondering if our app has an audience, we are pleased to share that THOUSANDS of parents have downloaded the app in the last couple of weeks since release and we are just getting started.

    You have an opportunity to join us as a part-owner of the ParentPlaybook brand but the door’s closing. As I mentioned in a recent video, we don’t want you in 12-18 months to be saying “I had a chance to be a part-owner of that company and I never took action!”.

    Take the time today and complete your investment. 4 DAYS LEFT. We look forward to welcoming you to ParentPlaybook, as an owner.

  • Nov 25, 2022
    One week before we close our campaign! If...

    One week before we close our campaign! If you’re interested in backing a company that is already establishing itself as a leader in the Familytech space, we are it. If you’re looking for a company with the right leadership that have built successful companies before - we are it. If you’re looking for a company that has demonstrated the right growth metrics and market demand with a product in the market TODAY, we are it.

    We aren’t talking about what we will build in the future and clients we will get in the future, we have built it already - the clients are there and keep coming.

    7 days left before the opportunity is gone. Complete your investment and stake your ownership percentage in ParentPlaybook today.

  • Nov 17, 2022
    Hello, we had a successful demo days event and...

    Hello, we had a successful demo days event and I wanted to share the recording here. In the attached video we demonstrate the features of the technology we have created. We are closing our campaign soon so now’s the time to take action and finalize your investment in ParentPlaybook before the door closes. We are pleased to report the app is performing very well and user downloads is on target with pre-set goals. We’d love you to be a part-owner of the global brand we are building - complete your investment today - while you still can.

    Demonstration of our technology
  • Nov 16, 2022
    Filed Form C/A
  • Nov 15, 2022
    Hello, We are so pleased that hundreds of...

    Hello,

    We are so pleased that hundreds of families have started using ParentPlaybook in just the last several days. We believe that will grow in the next few weeks to several thousand and continue growing from there! We will be giving a live demo with Netcapital of the technology we have built on Wednesday, November 16, at 4 PM ET. The link below will open the meeting room at that time. Please mark your calendar and join us - we can’t wait to show you what we have built. I think you’ll understand why the market is responding so strongly to our platform. See you there!

    Link to live demo Wednesday, November 16, 4 PM ET.
  • Oct 28, 2022
    We had a blast presenting our platform at the...

    We had a blast presenting our platform at the Netcapital demo days today! Thanks to those that have joined the ParentPlaybook family as part-owners as a result of the presentation we gave. It was a great discussion with great questions from the audience. There are few things I love more than telling people about our business model and how it’s built from the ground up to produce revenue as our audience grows and just as important, the good we do in the world increases with each person that downloads the app. Building a business while helping families - I can’t think of anything I’d rather be working on. Why not join us today?

  • Oct 24, 2022
    We are pleased to welcome hundreds of new users...

    We are pleased to welcome hundreds of new users on to the ParentPlaybook platform over the last several days - and we’re just getting started! It’s so great to see parents using our technology to help them be the best parents they can be. The social impact of what we have built is one of the most rewarding parts of our project. Thank you to our amazing investors who are now part-owners of ParentPlaybook! If you haven’t already, why not join them and us now? Thanks for your support.

  • Oct 21, 2022
    Filed Form C/A
  • Oct 18, 2022
    A message from a mom on our...

    A message from a mom on our team:

    https://m.facebook.com/story.php?story_fbid=pfbid0pbKUSjCCCNmZRhhS9KRrmq4umFvt13QeWXCKwDS5eZgJZvMXwt2kAqYmu7a4jFDvl&id=100083030304201

  • Oct 18, 2022
    So excited to share we are now live in both the...

    So excited to share we are now live in both the Apple and Google app stores. Search for Parent Playbook and download the app now. After that, I invite you to make an investment and become a part-owner! We are available for download in the U.S. only - international’s coming soon!

    You can also download via this link if you’re on your phone.

    Apple (iPhone): https://apps.apple.com/us/app/parentplaybook/id1548041092?platform=iphone

    Google (Android): https://play.google.com/store/apps/details?id=com.parent_playbook

  • Oct 10, 2022
    We are almost ready to release the app to the...

    We are almost ready to release the app to the general public - we’re planning on later this week. We’ll have a measured rollout to get several hundred users on to the platform followed then by several thousand in the next 3-6 weeks. This is a very important phase in our development and growth as a company. If you’re watching our campaign and considering investing - now’s the time to join us! As CEO, I am immensely proud of my entire team and their dedication to building a technology platform to make the parenting journey easier. As we say: “They say it takes a village to raise a child, we put that village in your pocket”. We’re thrilled that starting this week, we’ll see parents using the technology we have built in their real-life parenting journey. I extend an invitation to Invest today!

  • Oct 7, 2022
    Got the following message from someone we...

    Got the following message from someone we allowed to download the ParentPlaybook app prior to its general release (we expect to release the platform in the days ahead). This was an unsolicited message; we are excited about getting our technology into the hands of parents all over the world: “I love the app! I literally deleted [unnamed social media apps] last night and am just on ParentPlaybook”.

  • Sep 22, 2022
    We are thrilled to share the details of a...

    We are thrilled to share the details of a content partnership with one of the top parenting education organizations in the world. Watch the short video recorded by our CEO.

    New Partnership Announcement!
  • Sep 21, 2022
    Filed Form C/A
  • Sep 17, 2022
    This important article, while 10 months old,...

    This important article, while 10 months old, highlights the size of the market ParentPlaybook’s built for. In particular, it focuses on the role of parenting centric technology as a high growth, high value sector venture capital is paying very closer attention to. A company with the right product, team and vision entering the market at the right time has significant upside potential. Enjoy this article - then join us as a part-owner of ParentPlaybook!

    Join the ParentPlaybook ownership family!
  • Sep 14, 2022
    ParentPlaybook video update!

    ParentPlaybook video update!

    ParentPlaybook video update!
  • Sep 13, 2022
    Filed Form C/A
  • Sep 2, 2022
    We're pleased to share that we are seeing...

    We’re pleased to share that we are seeing increasing invitations for interview requests. We were recently guests on Kelli France’s Finally Fear Less podcast. Many of the requests we’re receiving are from parenting gurus that are excited about our platform and what the technology will do as a tool to empower parents. Here’s a link to the podcast!

    Kelli France's Finally Fear Less podcast with Phil Anderson and Bruce Hymas
  • Aug 31, 2022
    Hello! We are approaching the end of first week...

    Hello! We are approaching the end of first week of our campaign and are grateful for our investors and their faith in us. Our entire team is working hard every day to build a platform parents know, like and trust. We have spent and continue to spend a tremendous amount of time learning about our target market directly from our target market - this helps us make the best decisions possible around the exact features we include for our users. As a team, we never stop asking what can we do better? How can we increase efficiencies? Regardless of the size we might grow to in the future, we’ll never stop asking these questions.

    I’ll keep you updated regularly - feel free to ask any questions I can answer as Co-founder and CEO. Thanks for your support and if you haven’t already, I invite you to join us now as an investor!

  • Aug 23, 2022
    Primary offering of 955,357 shares at $1.12
  • Aug 23, 2022
    Filed Form C/A
  • Aug 23, 2022
    Filed Form C

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