More from the Author

• Teaching Note | HBS Case Collection | October 2019

  Extend Fertility: Conceiving the Market for Egg Preservation

  Debora L. Spar and Olivia Hull

  Citation:

  Spar, Debora L., and Olivia Hull. "Extend Fertility: Conceiving the Market for Egg Preservation." Harvard Business School Teaching Note 720-002, October 2019.  View Details

  CiteView Details

  Related

• Case | HBS Case Collection | February 2019 (Revised October 2019)

  Extend Fertility: Conceiving the Market for Egg Preservation (A)

  Debora L. Spar and Olivia Hull

  In April 2003, entrepreneur and MBA student Christy Jones was planning a new venture to help women preserve their fertility. Her company, Extend Fertility, would commercialize a technique known as egg freezing, in which a woman’s eggs were extracted and stored at low temperatures until she was ready to become a mother. To date, the emerging technology had mostly been used to preserve the fertility of cancer patients whose treatment course could damage their eggs. Jones’s business would target a massively broader population: healthy women wishing to postpone motherhood. Before Jones could launch Extend Fertility, she needed to answer two pressing questions. What, exactly, would an egg-freezing service be selling? And to whom?

  Keywords: Assisted reproduction; entrepreneur; health and wellness; fertility; infertility; Women's health; Creating markets; egg freezing; fertility clinic; Entrepreneurship; Strategy; Marketing Strategy;

  Citation:

  Spar, Debora L., and Olivia Hull. "Extend Fertility: Conceiving the Market for Egg Preservation (A)." Harvard Business School Case 719-019, February 2019. (Revised October 2019.)  View Details

  CiteView DetailsEducatorsPurchase

  Related

• Case | HBS Case Collection | October 2019

  Extend Fertility: Conceiving the Market for Egg Preservation (B)

  Debora L. Spar and Olivia Hull

  Keywords: Strategy; Technology; Business Startups; Entrepreneurship; Innovation Strategy; Technological Innovation; Commercialization; Science-Based Business; Marketing Strategy; Business Plan; Product Marketing; Product Launch; Product Positioning; Mission and Purpose; Personal Development and Career; Social Issues; Integration; Health; Health Industry;

  Citation:

  Spar, Debora L., and Olivia Hull. "Extend Fertility: Conceiving the Market for Egg Preservation (B)." Harvard Business School Case 720-017, October 2019.  View Details

  CiteView DetailsEducators

  Related