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• Case | HBS Case Collection | March 2019

  DayTwo: Going to Market with Gut Microbiome

  Ayelet Israeli and David Lane

  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.

  Keywords: Start-up growth; Startup; positioning; targeting; go to market strategy; B2B2C; B2B vs. B2C; health ＆ wellness; AI; Machine learning; female ceo; female protagonist; science-based; science and technology studies; ecommerce; Applications; DTC; direct to consumer marketing; US health care; ＂USA,＂; innovation; pricing; Business growth; Segmentation; Distribution Channels; Growth and Development Strategy; Business Startups; Science-Based Business; Health; Innovation and Invention; Marketing; Technology; Business Growth and Maturation; Health Industry; Technology Industry; Insurance Industry; Information Technology Industry; Food and Beverage Industry; Israel; United States;

  Citation:

  Israeli, Ayelet, and David Lane. "DayTwo: Going to Market with Gut Microbiome." Harvard Business School Case 519-010, March 2019.  View Details

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• Teaching Note | HBS Case Collection | January 2019

  Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing

  Ayelet Israeli

  Teaching Note for HBS No. 519-011. As its Series A extension round approaches, the founders of Hubble, a subscription-based, social-media fueled, direct-to-consumer (DTC) brand of contact lenses, are reflecting on the marketing strategies that have taken them to a valuation of $200 million and debating changes to them that will allow them to grow their business. Ensuring that their marketing dollars were being spent efficiently was critical to the data-driven management team and proving to be complicated as the company moved spending from digital marketing to offline media, which made attribution modeling more difficult. Decisions pertaining to product extensions, channel expansion beyond DTC e-commerce, and geographic expansion were also on the table to prove that Hubble's customer value proposition and operations could profitably scale.

  Keywords: DTC; direct to consumer marketing; health care; e-commerce; mobile; digital marketing; attribution; experimentation; experiments; churn/retention; customer lifetime value; internet marketing; big data; analytics; social media; A/B Testing; CRM; Advertising; Marketing; Marketing Channels; Marketing Strategy; Media; Brands and Branding; Marketing Communications; Online Advertising; Acquisition; Growth and Development Strategy; Customer Focus and Relationships; Consumer Behavior;

  Citation:

  Israeli, Ayelet. "Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing." Harvard Business School Teaching Note 519-056, January 2019.  View Details

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• Case | HBS Case Collection | August 2018 (Revised November 2018)

  Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing

  Jill Avery and Ayelet Israeli

  As its Series A extension round approaches, the founders of Hubble, a subscription-based, social-media fueled, direct-to-consumer (DTC) brand of contact lenses, are reflecting on the marketing strategies that have taken them to a valuation of $200 million and debating changes to them that will allow them to grow their business. Ensuring that their marketing dollars were being spent efficiently was critical to the data-driven management team and proving to be complicated as the company moved spending from digital marketing to offline media, which made attribution modeling more difficult. Decisions pertaining to product extensions, channel expansion beyond DTC e-commerce, and geographic expansion were also on the table to prove that Hubble's customer value proposition and operations could profitably scale.

  Keywords: advertising; DTC; direct to consumer marketing; health care; e-commerce; mobile; digital marketing; attribution; experimentation; experiments; churn/retention; customer lifetime value; internet marketing; big data; analytics; consumer behavior; social media; A/B Testing; CRM; Marketing; Marketing Channels; Marketing Strategy; Media; Brands and Branding; Marketing Communications; Online Advertising; Acquisition; Growth and Development Strategy; Customer Focus and Relationships; Health Industry; Consumer Products Industry; United States; North America; Europe;

  Citation:

  Avery, Jill, and Ayelet Israeli. "Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing." Harvard Business School Case 519-011, August 2018. (Revised November 2018.)  View Details

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