Publications
Publications
- July 2023
- HBS Case Collection
DayTwo: Going to Market with Gut Microbiome (Abridged)
By: Ayelet Israeli
Abstract
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.
Citation
Israeli, Ayelet. "DayTwo: Going to Market with Gut Microbiome (Abridged)." Harvard Business School Case 524-015, July 2023.