DayTwo: Going to Market with Gut Microbiome

Case Solution

Ayelet Israeli, David Lane
Harvard Business School ()

DayTwo is a young Israeli company that researches the gut microbiome and machine learning algorithms to provide users with personalized dietary recommendations to minimize blood sugar spikes after meals. After a first year of implementation in Israel, CEO Lihi Segal and her team are developing a global Gotomarket plan for the company. The team is considering multiple target markets ranging from diabetics to professional athletes, as well as distribution strategies, including selling directly to consumers or through partnerships with healthcare professionals or insurance companies. Your decisions are important as they affect DayTwo’s cost, pricing, positioning, sales channels, marketing efforts, and product development.

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