Publications
Publications
- October 2020 (Revised November 2023)
- HBS Case Collection
COVID-19 Testing at Everlywell
By: Jeffrey J. Bussgang and Olivia Hull
Abstract
In March 2020, as COVID-19 spreads rapidly across the U.S., Everlywell founder Julia Cheek considers how to respond as a small start-up specializing in at-home lab testing. After making dramatic budget cuts, she decides to pivot the organization to address the country’s testing shortage. But after a hectic few weeks building capacity at her partner labs to 30,000 COVID daily tests, the U.S. Food and Drug Administration (FDA) releases a statement warning the public that it has not granted approval for at-home tests. Cheek must decide whether to return to her core business or persist in focusing her nascent organization on COVID-19 tests, an opportunity whose commercial merit is unclear.
Keywords
Entrepreneurship; Business Strategy; Venture Capital; Health Care and Treatment; Health Disorders; Leading Change; Technology Adoption; Digital Platforms; Competitive Strategy; Science; Adaptation; Corporate Social Responsibility and Impact; Crisis Management; Social Entrepreneurship; Ethics; Government Legislation; Health; Health Testing and Trials; Health Pandemics; Consumer Products Industry; Health Industry; Technology Industry; Texas; United States
Citation
Bussgang, Jeffrey J., and Olivia Hull. "COVID-19 Testing at Everlywell." Harvard Business School Case 821-001, October 2020. (Revised November 2023.)