Most of the feedback comes in the form of Zeo's ZQ score -- an index of how well the device thinks you've slept.
"Zeo allows people to unlock this mysterious black box of sleep," says Dave Dickinson, a veteran health-care CEO whom the founders brought onboard in 2007 to run the business side.
Whether any of this actually improves sleep is up to the consumer, who will also need to make lifestyle changes like cutting out alcohol before bedtime or caffeine after 3 p.m.
"No one should mistake it for a diagnostic tool," says Darrel Drobnich, chief program officer at the National Sleep Foundation (though he does say Zeo is "a neat product that can educate people").
That Zeo exists at all is remarkable. When the trio first started shopping their idea around, scientists told them no consumer product could match the costly monitoring equipment of professional sleep labs. Their first prototype was made from a headband and an Altoids mints tin, which Shashoua admits turned off investors.
"When we had a better-looking prototype, that changed," he says.
Eventually the startup scored $14 million, mainly from venture capital firms Trident Capital and iD Ventures America. It also won over renowned sleep scientists, such as Harvard Medical School's Charles Czeisler, who now sits on Zeo's advisory board.
For now the company is selling Zeo online only. Dickinson is looking at distribution deals with stores that carry consumer health-care gadgets. He also plans to expand to countries such as Australia, where sleep deprivation approaches U.S. levels.
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2020-09-15
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