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  • July 2023
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DayTwo: Going to Market with Gut Microbiome (Abridged)

By: Ayelet Israeli
  • Format:Print
  • | Language:English
  • | Pages:18
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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.

Keywords

Business Startups; AI and Machine Learning; Nutrition; Market Entry and Exit; Product Marketing; Distribution Channels

Citation

Israeli, Ayelet. "DayTwo: Going to Market with Gut Microbiome (Abridged)." Harvard Business School Case 524-015, July 2023.
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About The Author

Ayelet Israeli

Marketing
→More Publications

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    Unintended Consequences of Algorithmic Personalization

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    • October 2024
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    Canary Categories

    By: Eric Anderson, Chaoqun Chen, Ayelet Israeli and Duncan Simester
More from the Author
  • Unintended Consequences of Algorithmic Personalization By: Ayelet Israeli and Eva Ascarza
  • Dynamic Personalization with Multiple Customer Signals: Multi-Response State Representation in Reinforcement Learning By: Liangzong Ma, Ta-Wei Huang, Eva Ascarza and Ayelet Israeli
  • Canary Categories By: Eric Anderson, Chaoqun Chen, Ayelet Israeli and Duncan Simester
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