Skip to Main Content
HBS Home
  • About
  • Academic Programs
  • Alumni
  • Faculty & Research
  • Baker Library
  • Giving
  • Harvard Business Review
  • Initiatives
  • News
  • Recruit
  • Map / Directions
Faculty & Research
  • Faculty
  • Research
  • Featured Topics
  • Academic Units
  • …→
  • Harvard Business School→
  • Faculty & Research→
Publications
Publications
  • November 2020
  • Teaching Note
  • HBS Case Collection

DayTwo: Going to Market with Gut Microbiome

By: Ayelet Israeli
  • Format:Print
  • | Language:English
  • | Pages:14
ShareBar

Abstract

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

Start-up Growth; Startup; Positioning; Targeting; Go To Market Strategy; B2B Vs. B2C; B2B2C; 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; Information Technology; Business Growth and Maturation; E-commerce; Applications and Software; Health Industry; Technology Industry; Insurance Industry; Information Technology Industry; Food and Beverage Industry; Israel; United States

Citation

Israeli, Ayelet. "DayTwo: Going to Market with Gut Microbiome." Harvard Business School Teaching Note 521-052, November 2020.
  • Purchase

About The Author

Ayelet Israeli

Marketing
→More Publications

More from the Author

    • December 2022 (Revised January 2023)
    • Faculty Research

    Cann: High Hopes for Cannabis Infused Beverages

    By: Ayelet Israeli and Anne V. Wilson
    • November 2022
    • Faculty Research

    The Future of E-Commerce: Lessons from the Livestream Wars in China

    By: Ayelet Israeli, Jeremy Yang and Billy Chan
    • November–December 2022
    • Marketing Science

    The Value of Descriptive Analytics: Evidence from Online Retailers

    By: Ron Berman and Ayelet Israeli
More from the Author
  • Cann: High Hopes for Cannabis Infused Beverages By: Ayelet Israeli and Anne V. Wilson
  • The Future of E-Commerce: Lessons from the Livestream Wars in China By: Ayelet Israeli, Jeremy Yang and Billy Chan
  • The Value of Descriptive Analytics: Evidence from Online Retailers By: Ron Berman and Ayelet Israeli
ǁ
Campus Map
Harvard Business School
Soldiers Field
Boston, MA 02163
→Map & Directions
→More Contact Information
  • Make a Gift
  • Site Map
  • Jobs
  • Harvard University
  • Trademarks
  • Policies
  • Accessibility
  • Digital Accessibility
Copyright © President & Fellows of Harvard College