Insu health design: scaling up sales strategy

Abstract

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.