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InstrumentChamp Equity Crowdfunding

Transforming the music learning experience

InstrumentChamp is on a mission to inspire and help kids around the world to play music. Learning to play music used to be hard, boring and lonely - InstrumentChamp make it fun, easy and social!

Did you miss the chance to invest in the InstrumentChamp in december? After the first successful crowdfunding campaign, the founders has now decided to give the crowd another opportunity to invest in connection with the public release of the innovative music game platform.

Ready to launch

The company is now ready to launch the music game platform that will help you learn to play music and challenge your friends and favorite artists online. The founders has been very active the last 6 months and has built a strong core team and together built the music game platform that are about to launch in private alpha and then public release in June.

Core human desire – Global Consumer Market Opportunity

InstrumentChamp help you learn to play music, by playing digital music games using real musical instruments. The company is on a mission to inspire and help kids to play music, and make the world play music together.

Playing music is a core human desire. It is a form of expression and communication that transcend borders, cultures and age. Music help children and adults develop personal skills like concentration, counting, listening and cooperation. It increase creativity and recreation.

InstrumentChamp is the solution that will make learning to play music fun, easy and social - with impact on every part of society. Join us now on the mission to make the world play music.

Share the joy of music
Share the joy of music

Building a global music company with Nordic roots

  • The Willner Brothers: Magnus and Lars Willner are two Nordic entrepreneurs with startup and exit experience.
  • The Band: In total a six man strong core team based in Sweden, Norway, Germany, India, Argentina and USA.
  • Empowered by online collaboration and communication tools like Elance and Google Apps.
  • Experience from the international music industry.
  • Strong advisory board with experience from building global multi-million user services.

Joint ambition to empower millions of people around the world to play music.

Lars Willner, Peter Fosso and Magnus Willlner
Lars Willner, Peter Fosso and Magnus Willlner

The team

The founders Founded by two brothers from Varberg in Sweden, both tech entrepreneurs with experience with starting, running and exit a business. The team now consist of 8 professionals backed by a great advisory board with experience of building and growing global digital services.

Magnus is a father of three and music tech enthusiast, passionate about changing the way we learn to play music. Serial entrepreneur with exit experience, providing IT and Internet services since the 90s. Made an exit with Inceptive AB and is now focusing on InstrumentChamp.

Fun facts: Former pro-beach volleyball player, still going strong. Email: [email protected]

Lars is a young tech entrepreneur from the video technology industry, with a unique combination of business, finance and tech knowledge. Startup advisor for young entrepreneurs around Scandinavia and previously CFO for SnapTV AS in Oslo. Global citizen with experience from Brazil and China.

Fun facts: Outdoors enthusiast - love to hike, ski, kite, sail. Email: [email protected]

The core team

Peter Fosso: Content and Marketing Manager. American music entrepreneur with background as music artist, teacher and music industry professional. Co-founder of NetMusic Corporation in 1999, built the largest catalogue of independent music in the world and the company later went public.

Johan Brook: UX Design. Chalmers student and Spotify Street Team member. Love building sustainable products with and for great people.

Ashutosh Morwal: Game developer, with master in advance computing in games from Sterling University.

Leonardo Aballay: Front-end developer based in Cordoba.

Edgardo Cabanillas: Back-end developer based in Freiburg.

Mauro Pantin: Guitar professor in Buenos Aires, producer of music for InstrumentChamp.

The advisory board

Johan Strömberg: Business angel and CEO of Schoolido, a digital education platform. Experience from the game industry with a successful exit with Bitsquid AB.

Jon Aabakken: CEO & Co-founder of MUNO – the leading private music education provider in Norway with hundreds of music teachers around the country.

Phillip Grønvold – Multi-award winning mobile product manager previously with Opera Software, managing growth of their mobile products from 50M to +200M users. Linkedin Profile

Daniel Michalczyk: Marketing expert previously General Manager for Uber Germany. Experience from Coca-Cola and Philip Morris.

Oskar Lissheim Boethius: Music Composer, Experienced UX/Interaction Designer and Mobile Application developer.

Tor Grønsund: Norwegian Lean Startup and Innovation Expert. Linkedin Profile

The board of directors

Magnus and Lars Willner is now joined by Johan Strömberg who is the first external board member.

The crowdfunders

The crowdfunding success gave the company many new ambassadeurs with the incentive to help the company succeed.

Make your music dream come true.
Make your music dream come true.

InstrumentChamp in the Media

The company has got attention in major national business and tech media in both Sweden, Norway and Finland. Computer Sweden highlight InstrumentChamp as one of the companies leading the Nordic Digital Music Boom and others has covered the successful crowdfunding campaign in december. In january InstrumentChamp co-founder could be seen on national television in Norway sharing the crowdfunding experience. Even the norwegian crown prince and princess has been interested in the company mission, which was documented on a selfie by Fabian Stang, the mayor of Oslo.

Arctic Startup

Computer Sweden

TV2:God Morgen Norge

Dagens Industri:

[Finansavisen Norge]

Norwegian royal attention for InstrumentChamp
Norwegian royal attention for InstrumentChamp

InstrumentChamp provide a unique interactive music learning experience.

Learning to play a musical instrument requires a lot of practice. Practicing and doing homework have for the last centuries been hard, boring and lonely. It has been hard for parents and teachers to inspire, motivate and help their kids to have fun and master a musical instrument.

InstrumentChamp is now introducing real music games as part of the learning experience. Games can make anything fun. By combining game mechanics with, audio technology, social network technology and popular music the InstrumentChamp team wants transform the music learning experience and make it fun, easy and social to learn.

Important features of music game platform:

  • New digital graphic user interface makes it possible to learn a song without learning to read sheet music.

  • Real time feedback, give user immediate feedback if she play a chord, melody or beat correctly or not.

  • Record, score and track your musical progress with innovative sound recognition technology.

  • Take lessons that help you learn to play a song and win challenges.

  • Challenge your friends, family, popular artists and your music teacher.

Screenshot of InstrumentChamp multiplayer game
Screenshot of InstrumentChamp multiplayer game

Freemium Business Model & Revenue Streams

Free Sign up for a free account: Single-player game powered by ads, free basic songs.

Premium Upgrade to a premium account: Multi-player game, ad-free.

Songs on Demand The graphical rights for popular music are licensed from music publishers and will be sold on-demand to both free and premium users for between $2-5 per song.

Advertising Music retailers, music schools, music streaming and concert promoters are some of the potential advertisers.

School License Both private music teachers and public schools need a school license to use InstrumentChamp for educational purpose.

Market description

A recent US study indicate that 85% of Americans has a desire to play a musical instrument. The same study show that 58% of households has at least one person currently playing a musical instrument.

InstrumentChamp is targeting an existing global multi-billion mass market, introducing the first online music game platform providing a unique interactive music learning experience. It will enable better connection and engagement in the global music community, empowering people to connect and play music together. It taps into the several large existing markets.

  • Music Education Industry
  • Game Industry
  • Music Industry

Competition

Building on the core technology of music sound recognition InstrumentChamp is one of few companies world-wide with the technological capabilities to offer a wireless music game experience for many different instruments

InstrumentChamp will win and standout with a more social gaming experience, providing better content with an attractive free to play model combined with premium features. First we will describe the existing solutions for learning to play music, and then give a few examples of direct competitors.

Teacher-based learning: Learning to play with a teacher in class, private lesson or with a friend is the traditional choice. Problems with meeting the consumer demands and we therefor see many students that has to wait a long time to start learning. Limitations of public school system result in high drop out rates.

Video-based learning: Video lessons from independent teachers are the most mainstream existing digital alternative to teacher-based learning. Videos can be found on independent websites, but Youtube is perhaps the number one destination for people that are looking online for video lessons.

Game-based learning: The last few years has seen a number of examples on game based learning in music, such as the guitar games Rocksmith and GuitarBots.

Examples of competitors:

Rocksmith by Ubisoft: Guitar and bass game by Ubisoft who is 3rd largest game publisher in the world

Guitarbots by Ovelin: Finnish company with guitar games enabled by wireless sound technology.

JoyTunes: Company in Israel with apps for Piano and Recorder.

Garageband by Apple: A number of music learning features is included in Garageband - the music creation software from Apple.

Overall goal 2014: Establish InstrumentChamp as the leading music game platform.

The company are now in a market introduction phase and will make a public launch of the music game platform. Product development will continue to be an important activity, to continuously improve the user experience with principles of lean development.

Future milestones

May 2014: Alpha release of music game platform.

June 2014: Successful crowdfunding campaign

June 2014: Private beta release of music game platform.

June 2014: 5000 beta users.

June 2014: First revenue- SEK50 000

Q3 2014: Go live in all established distribution channels including app stores for PC/MAC and e-commerce network Ztorm.

Q3 2014: Launch music affiliate and partnership program.

Q4 2014: Launch first school application

Q4 2014: Launch first mobile application

Q4 2014: Public release of music game platform with full cross-platform support.

Q4 2014: International license agreements with major music publishing companies.

Past milestones:

Q3 2010: Starting the project InstrumentChamp.

Q3 2011: Incorporation of InstrumentChamp AB in Sweden.

Q4 2012: Core technogy and proof-of-concept game.

Q4 2012: Succesful pilot sales direct to consumers on game exhibitions.

Q3 2013: Secured Pre-seed funding

Q3 2013: Extension of InstrumentChamp Team.

Q3 2013: Major international distribution agreement for digital distribution.

Q4 2013: First game application approved for distribution on MAC App Store

Q4 2013: Private beta release of desktop application for PC & MAC.

Q4 2013: Secure seed funding FundedByMe

Q1 2014: Public release of desktop application for PC & MAC.

Q2 2014: Extension of InstrumentChamp Team with Front-end developer, back-end developer, content manager, marketing manager and music producer.

The offering

Join us now on the mission to make the world play. In order to see the full offering or any other details please see the attached documentation or contact us.

You can find the documents here or ask us questions. We can also answer on e-mail [email protected] or reach us via telephone +4745517645.

Current Ownership: The Willner Brothers (Magnus and Lars Willner) currently control 92% of the company. From the first round of crowdfunding the company got 21 new shareholders that together own about 8%.

Fundraising We are now raising a total of SEK2.000.000 in seed funding to build the platform for alpha release in Q1 2014. We want to invite the crowd to be part of this journey and offer an opportunity to buy a share of the company InstrumentChamp AB.

The company is mainly self-financed by Magnus & Lars Willner from 2011-2013. In addition, the company was granted 300.000 in soft funding in 2013 from VGR (Västra Götalands Regionen) and has now also a pending application for innovation loan from ALMI Företagspartner. Other soft funding opportunities are being pursued. In november a crowdfunding campaign was launched on FundedByMe and it was over-subscribed already in pre-round.

Investeraravdraget - Applicable to Swede's only.

(In swedish only, regarding a swedish tax deduction on this investment).

Ett nytt så kallat investeraravdrag infördes den 1 december 2013. Det tillämpas på investeringar gjorda efter den 30 november 2013.

Investeraravdraget innebär att fysiska personer som förvärvar andelar i ett företag av mindre storlek i samband med företagets bildande eller vid en nyemission kan få göra avdrag för hälften av betalningen för andelar i inkomstslaget kapital. Avdrag ges med högst 650 000 kronor per person och år, vilket motsvarar förvärv av andelar för 1 300 000 kronor. Investerarnas sammanlagda betalning för andelar i ett och samma företag får uppgå till högst 20 000 000 kronor per år.

Exempel: Företaget Mindre AB erbjuder befintliga aktieägare att teckna nya aktier i företaget för 100 kronor styck. Företaget uppger att alla villkor för investeraravdraget är uppfyllda. Karl tecknar sig för 500 nya aktier, och han betalar 50 000 kronor för dessa.

Investeraravdragets storlek blir 25 000 kronor (hälften av 50 000 kronor), vilket ger en skattereduktion på 7 500 kr (25 000 kr x 30 %).

Denna investering uppfyller alla villkor för att din investering skall vara avdragsgill enligt ovan

Risks and challenges:

Investing in start-up and early stage businesses is high risk. The majority of start-ups fail or do not deliver shareholders a return on their investment. It is important to be very clear about the risks and not only talk about the up side. Investing in start-ups and early stage businesses involves many types of risks and the investors are responsible for understanding these risks and also to make their own well-considered investment decisions.

Join us and invest today to help us transform the music learning experience and make the world play music.