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Cake: Navigating Mortality

Chess, Robert ; Golden, Susan ; Strabo, Jack

Reference: SGSB-E744-E
Number of pages: 21
Geographic Setting: Boston; USA
Publication Date: Mar 8, 2021
Source: Stanford Graduate School of Business (USA)
Type of Document: Case
Industry Setting: health care

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Description

This case follows the story of Suelin Chen in her career as the founder of Cake, a digital platform that provided “one-stop access” to a wide range of advance care and end-of-life planning products and services. The case highlights the societal, technological, and cultural trends that led to innovation in end-of-life planning. Chen debates which users to target and whether to utilize a B2B or B2C business model to do so.

Learning Objective

This case is designed to help students think through the business opportunities in the end-of-life field and their implications for a company’s business model.

Keywords

end-of-life planning Health care mortality