DayTwo: Going to Market with Gut Microbiome

Synopsis

DayTwo is a young Israeli startup that utilizes research on the gut microbiome and machine learning algorithms to deliver personalized nutritional recommendations to its users in order to minimize blood sugar (glycemic) spikes after meals. After a first year of trial rollout in Israel, CEO Lihi Segal and her team are devising a go-to-market plan for DayTwo. The team is considering several target markets ranging from people with diabetes to professional athletes, as well as several distribution strategies including selling direct to consumers or through partnerships with health-care professionals or insurance companies. These decisions affect DayTwo's costs, pricing, positioning, distribution channels, marketing efforts, and product development.

The case is designed to illustrate the challenges associated with bringing a new and complex product to market. It allows for a rich discussion of market segmentation and targeting, distribution channels, and business models. It allows for a debate around growth decisions, while considering the tradeoff of short term versus long term gains and success. The goal of the case is to come up with a go-to-market strategy for a new startup. Students have to analyze the company and its strengths and weaknesses, as well as its potential customers, collaborators, and competitive environment, and deliver a well-formulated action plan. This plan includes pricing, distribution, products, and advertising recommendation.

Copyright:

2019

Book Details

Book Quality:

Publisher Quality

Publisher:

Harvard Business School Publishing

Date of Addition:

04/03/19

Copyrighted By:

President and Fellows of Harvard College

Adult content:

No

Language:

English

Has Image Descriptions:

No

Categories:

Nonfiction, Business and Finance, Medicine

Submitted By:

Bookshare Staff

Usage Restrictions:

This is a copyrighted book.