Your own sleep coach
(Fortune Small Business) -- Few of us make money by losing sleep. But three grad students at Brown University in Providence built a company around sleep deprivation.
Jason Donahue, Ben Rubin and Eric Shashoua were working late nights in Brown's business and engineering schools -- and began thinking about ways to sleep better. They discovered they weren't alone in burning the midnight oil. Around 20% of Americans get less than six hours of rest a night. (See our cover story, "Make Sleep Work for You," September 2008.)
The friends imagined a smart alarm clock that could track how much time we spend in the most restorative stages of the sleep cycle: REM and deep sleep. What would it cost to design such a thing?
Answer: five years of research, 20 hires, $14 million in funding and a whole lot of doubting from investors and scientists.
The trio's company, Zeo, based in Newton, Mass., launched its product in June. The Zeo device uses a patent-pending headband with tiny sensors that scan your brain for signs of four sleep states: REM, light, deep and waking sleep (which saps your energy). The smart alarm clock displays a graph of your sleep pattern and wakes you as you're transitioning out of REM sleep (which is when you're least groggy). In the morning you can upload the data to the company's Web site, and so track your sleep over time. The cost, $399, includes six months' access to one of Zeo's online sleep coaches.
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2020-09-15
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