DayTwo: Going to Market with Gut Microbiome, Teaching Note

Description

Teaching Note for HBS Case No. 519-010. DayTwo is a young Israeli startup that applies research on the gut microbiome and machine learning algorithms to deliver personalized nutritional recommendations to its users in order to minimize blood sugar spikes after meals. After a first year of trial rollout in Israel, CEO Lihi Segal and her team are devising a global go-to-market plan for the firm. The team is considering several target markets, ranging from people with diabetes to professional athletes, and distribution strategies including selling direct to consumers or through partnerships with healthcare professionals or insurance companies. Their choices are important because they will affect DayTwo's costs, pricing, positioning, distribution channels, marketing efforts, and product development.

Keywords

Analytics Applications Artificial intelligence Business growth CEO Consumer marketing Distribution Distribution channels Employee benefits Employee compensation Entrepreneurship Executives Female Growth strategy Health Health care Innovation Inventions Machine-based learning Market segmentation Marketing Organizational learning Pricing Pricing strategy Product positioning Start-ups Startup Strategy Technology Wellness programs Women in business