The project itself is fairly obvious and Fikes describes it as the "low hanging fruit" of stem cell therapies: generate dopamine producing cells from a patient's own induced pluripotent stem cells and reintroduce them to the patient. The fundraising hopes to get around one big obstacle:
In essence, they're eliminating the granting agency and acting more like a private foundation, except here the foundation is being run by and for the founders and is pitching a very unique opportunity. They've identified a worthy line of research, they've assembled a team capable of delivering on the project, and they've lined up a cohort of willing research participants to top it all off. Recruiting participants can be an entire standalone part of the project, and they've already done it.
Now all they need is money to grease the wheels and get moving.