Business > CASE STUDY > DayTwo Going to Market with Gut Microbiome By Ayelet Israeli, David Lane (Case Notes /Answer with Fr (All)

DayTwo Going to Market with Gut Microbiome By Ayelet Israeli, David Lane (Case Notes /Answer with Free Case File)

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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 bl... ood 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 (DTC) 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. [Show More]

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