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Insu health design: scaling up sales strategy
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| 679.36 KB | Adobe PDF |
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This teaching case study examines the strategic decision-making faced by Insu Health Design, a mission-driven startup in the health-tech market. At a critical juncture, the company must select the optimal market entry strategy to commercialize its portable refrigeration technology. Developed to address the urgent need for temperature-sensitive medication storage, the company has a functional prototype and a secured patent for its first product. The dilemma is choosing between three go-to-market strategies—Business-to-Business (B2B), Business-to-Consumer (B2C), or a Hybrid Model—each with challenges. Students apply lean startup methodologies, evaluate market entry strategies, and assess operational capabilities to propose a scalable plan.
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Market entry strategy Strategic decision-making Design thinking Innovation in healthcare Health tech market Human-centered design Lean startup